lt7058 events marketing lecture week 4

Events MarketingWeek 4 - Marketing Communications, Strategies and Tactics

Today’s session will cover:

1. Various marketing communications strategies that can be used to build marketing communications campaigns

2. Pull and push strategies

3. Marketing communications tactics

4. An introduction to the concept of advertising

5. An overview of the communications mix

6. The Information Mix (seminar)

Role of Integrated Event Marketing Communication strategies

• Put simply, the challenge for the Event Marketer is to:– Get attention and/or raise awareness– Create relationships (through affecting perception)– Influence behaviour (attitudes)

• And make best use of resources

IMC campaign objectives ‘Think, Feel, Do’

Think Feel

Do

1. Informational objectives

2. Transformational objectives

3. Behavioural objectives

4. Relational objectives

Generic Strategic Marketing techniques

Mar

ketin

g St

rate

gies

Aspirational marketing

Affinity marketing

Peer to Peer marketing

Offensive marketing

Relationship marketing

Direct marketing Direct Response

Direct Mail/Insert media/Direct Selling

Email/Online/Mobile/Telemarketing/Voicemail

Guerilla marketing

Stealth

Ambush

Ambience

Viral

Street

Aspirational Marketing

Plays on the desires and aspirations of potential target audiences by portraying your market offering as fulfilling these.

How could you recognise aspirational marketing?- Status/image/lifestyle/Tie-ins/ReputationDior Homme 2013Nespresso 2012Pepsi 2006Heineken 2007http://bacanal.com/

Guerrilla Marketing

Unexpected and unconventionalCost effective, although some large-scale productions could be expensive (T-Mobile dance + reactions)Memorable, generates buzz and positive associations

FolkoperanNike GuerrillaLevi’s

Stealth and Ambient Marketing

Uses the target customer’s environment to display the marketing message – tries to engage the subconsciousSometimes the message is aggressive and obvious, sometimes it is more toned-down Some examples:

Kleenex Seem EndlessCarrieIKEASony EricssonRainCampaign for Sea LifeSneezing bus stop

Ambush MarketingSpecific to event marketing – implicitly associating product brands with particular events (usually mega events) without having the official sponsor or partner status (avoiding high costs)Intentional vs ‘incidental’ ambush – legal/ethical implications?

Bavaria – World Cup 2010

Affinity Marketing

Aims to expand your pool of audiences through partnering with other organisations whose market offerings are potentially relatable to yours

How could you recognise affinity marketing?• Strategic partnerships• Brand association

Red Nose Dayhttps://www.greenbelt.org.uk/

Direct Marketing

Direct communication with consumers

Usually sales-driven and requires some form of customer response

FlyersE-mailQR codes

Offensive Marketing

Aggressive and competitive – purpose?

Product comparison – “my product is better than yours!”

Get a MacI’m a PC 1I’m a PC 2I’m a PC 3

Peer-to-Peer (P2P) MarketingTries to utilise the existing consumer networks to support ‘spread the word’ approach in building brand awareness and/or driving sales

Word-of-Mouth or Word-of-Mouse Viral – attention grabbing, interesting, funny; using existing social networks/channels

How can companies stimulate WoM? What tools could they use?

RCR

Relationship Marketing

Customer acquisition and retention

Value-driven, emphasising benefits rather than product features; customer delight

High level of customer service

Trust + Commitment = Loyalty

Other Strategic Marketing Initiatives

Trade Marketing (B2B)

Internal Marketing Employees = Brand Ambassadors

Niche Marketing

New MediaDigital, mobile

IMC definitionsA planning process designed to assure that all brand contacts received by a customer or prospect for product service or organisation are relevant to that person and consistent over time

American Association of Advertising Agencies

The co-ordination of various promotional elements and other marketing activities that communicate with a firm’s customers. IMC focuses on the synergistic role of advertising, sales promotions, direct marketing, internet and interactive marketing, public relations and personal selling in the communications program

Institute for Integrated Marketing Communications 2006

Marketing Communications Tactics

IMC Mix

Advertising

New Media

Personal Selling

Marketing Events /

Flashmobs

Public Relations

Celebrity Endorsement

Direct Marketing

Sponsorships

Sales Promotion

Cross Promotion

Product Placement

Word of mouth

Corporate Identity

Integrated Marketing Communications Mix adapted from Brassington & Pettitt (2006)

The IMC process model for Events

Event Brand Messages(strategic consistency of event positioning the big creative idea to market the event)

Event Media Strategy(mass or niche; interactive – at the event, online or direct

Event databases (visitors, vendors, media)

IMC media- Event advertising- Visitor services- Direct marketing- E-marketing- Events packaging- Ticket selling- Sales promotion- PR- Sponsorship media- Marketing

opportunities

Event brand relationships (visitor acquisition, retention, growth)

Event viability, growth and improved brand equity

SWOT analysis zero based planning for IMC

Whole of event focus on IMC (monitoring and evaluating event brand relationships

(Allen et al, 2008:328)

Advertising

Any form of paid, non-personal communication

Mass media – TV/radio, newspapers/magazines, internet, outdoor, tube, buses...

What are the essential parts of an ad? Layout Heading / Subheading Copy/script Logos

Advertising – Media BuyingResearch relevant media type (TV, radio, newspapers, magazines, outdoor, websites...)

TV/radio – number of slots, duration, scheduling e.g. three 30-second TV/radio spots running

lunchtime Mon-Fri) http://www.advertisingonitv.com/

Newspapers/magazines – number of insertions, size, color, scheduling...

E.g. one ¼ page advert, full-color, published every Saturday

Advertising – Media Buying

Outdoor – number of ads/posters, location, scheduling

http://www.jcdecaux.co.uk/products/

Online advertising Ads Web banners Social media (Facebook, YouTube, MySpace,...) PPC Videos

Advertising Approaches

Brand/image vs. Sales-driven advertising What is the difference?How can you recognise it?

Carphone Warehouse (2010)

Advertising for Events

2014 Seattle Wedding Show TV adPhobophobia Halloween Experience Youtube ad

Ideal Home Show TV ad

IMC – direct marketing

IMC timeline of the Language Show Live

July 2015 September October

Mailshot x1E-shot x1

E-shot x1 E-shot x2

Message – generic – registration open

Message – generic – register now

Message – personal1. This weekend2. Opens today

Pull vs Push strategies

PUSH• Bringing the product to the customer – pushing it

towards them (by many different means)

PULL• Making the customer come to the product – pulling

them in (by many different means)

“Pull” is mostly preferred – a combination often necessary

Push vs Pull marketing strategy

ProducerRetailers & Wholesaler

sConsumers

Producer marketing activities (personal selling, trade promotion etc.

Reseller marketing activities (personal selling, advertising, sales promotion etc.

ProducerRetailers & Wholesaler

sConsumers

Producer marketing activities (consumer advertising, sales promotion etc.)

DemandDemand

PUSH STRATEGY

PULL STRATEGY(Kotler & Armstrong, 2013:445)

Sources and further readingFollow-up reading (see WebLearn)Masterman and Wood (2006) - Chapter 4Brassington and Pettitt (2013) - Chapter 9Jackson (2013) – Chapter 2

Further reading:Fill, C. 2011. Essentials of Marketing Communications, Harlow: Financial Times Prentice Hall/Pearson

Hollensen, S. 2010. Marketing Management: A Relationship Approach, Harlow: Financial Times Prentice Hall

Meerman Scott, D. 2011. The New Rules of Marketing and PR: How to use social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly, 3rd Edition, Hoboken, NJ: John Wiley & Sons