SALFORD BUSINESS SCHOOL

PRINCIPLES AND PRACTICES OF EVENTS

MANAGMENT



(SESSION 11)

Marketing and public relations for events
Objectives

Examine the importance of event marketing, advertising and
media support.

Explore the specific, measurable and achievable aims of external
factors to event planning.

Explore the running of the event on the day in relation to staffing.

To be able to construct appropriate and organisational checklists
for events.

Essential reading

SHONE, A., and PARRY, B., 2010. Successful event management. 3
rd
ed.
London: Thomson. Chapter .

LAMB, R. 2004. New perspective. Available at http://www.
ISPAL.org.uk (accessed 4 December 2011). Please see reader.

Media Support
Special event has an edge when
competing for media coverage.
Event may be glamorous (well
known performers). Use to your
advantage.
Consumers/audience can identify
with the event
Tie-in media to the event. E.g.:

Media may sponsor the event. (Key 103 on
the radio)

Media may run a competition for the event
(free tickets).

Media may attend if timing suitable (build
event around media/flexibility).

contact media-writing, verbal, presentation,
interview











Advertising

Which media reached which
market.

Radio
Market segment figure
Paid air-time (costly)
Free events slot

Newspapers
Circulation
Free/purchased
Free editorial coverage

Media involvement provides
credibility for event in eyes
of consumer.
Media will need convincing of
merits of covering the event.


Press release:

Professional
Target person of influence
Ring/visit first
Photographs
Timing of advert/editorial























.
Leaflet drop:
Target appropriate market
Time consuming
Using clients e.g. School children,
newsletter, parents evening, address,
assembly/advertising stand.

Posters:

Attractive
Key information
Visual balance

Allocate team members to perform these
roles

An Event Marketing Check-List
Here is a useful list of marketing
items to consider, particularly
related to events:

1. Know your organisation
thoroughly and be able to
identify market segments
target groups.
2. Know your event goals draw
up a budget and a strategic
plan to achieve them.
.
3. Know your consumer talk
to relevant groups, visit
related establishments and
learn from the ideas of
others.
4. Know your competitors;
what they have to offer,
their facilities and
programmes.
5. Keep in touch with others in
the same business. Use
public relations and
hospitality to make friends
with the press.
.
6. Identify possible gaps in the market
for your event. Test for preliminary
ideas, think through the process
very carefully.

7. Look at the opportunities for
increasing the event size, status
and merchandising throughout it.

8. Measure the profits made in the
event.

9. Create you own image for
the event. From efficient
reception and avoiding
queues to have smart and
appropriate staff at all levels.

10. Be innovative, accept
original concepts and risk. Be
flexible to accentuate all
possibilities.
11. To get publicity be original
firsts are important and
always remembered.
12. Changing circumstances
always mean new
opportunities for promotion
and publicity take every
opportunity that occurs.
13. Motivate, make the staff
part of a team that is willing
to identify with the event
and publicise it.




14. Customer orientated make sure that
the event is designed specifically for
the people who will come to it.
15. Remember freebies are important-
everybody likes something for nothing.
A sticker or a badge will help people
remember the event, beforehand,
during and afterwards. Before the next
one, it will remind them of positive
experiences.
























16. Make the rules of the
event and appropriate for
everyone.

17. Make the facilities
attractive, clean create a
quality image.

18. Make the facilities
accessible with maps,
signposting, parking etc where
necessary.


19. Work hard to let
everyone, internal and
external, know exactly
whats happening at all
times. Lack of
information is the worse
type of publicity.

20. Sell the event to
everyone, staff financiers,
sponsors ad customers