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Every company aims to excel in making a good name towards their consumers. And a part of this goal is being able to promote one’s mission and vision as an invitation to people within the society who might have interest on the benefits which the company offers. This is where event marketing comes into the picture. Event marketing is mainly referred to as the promotional machine of any organization. As the introduction of several marketing events of a company usually helps in catching the interest of the society leading towards the company’s development on being known to prospected consumers of their products and services.
This is the reason why a focused study on how to effectively use event marketing for promotional purposes is very important for people who endeavor in marketing their business to the society.
But planning an event for promotional purposes for a certain company has never been an easy job for anybody taking chances in making it to the business world.
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There are surely both complex and exciting activities involved in planning any event and along with it; a careful attendance to all the needs of the event should be given high concern.
Yes, having a successful result always depend on the successful implementation of plans for the promotional events being held as a part of the company’s developmental growth. And one of the main concern of anybody trying to come up with any event concerning the company’s social promotion are the facts that determines what the event attendees really expect from the occasions they are going to take part of.
The Reason behind Event Marketing’s Existence As mentioned earlier, event marketing is a special promotional activity held by almost every company in the business society.
Surely, as obviously placed by writers on business, one of the main reasons why there is such an impact placed in the planning process of company events is because of the higher profit rate it could give the business organization as it takes its steps to development. Indeed, a business which is widely known in the society is usually the one being patronized by the people. Certainly, because of the fact that they are known to people, it could well be expected that profits for the company would surely take positive changes along the way.
According to Ruth Stevens: “Trade shows and corporate events provide an efficient opportunity for face-to-face contact with the customers and prospects- and essential component in the business-to-business sales and marketing process…” (1). Indeed, company events are designed to serve as an efficient link between consumers, manufacturers, distributors and investors within the business society as well as with the local market where the businesses are present.
The said company events include trade shows, company introduction events and the like, and other special occasions wherein the company aims to showcase some of its products to the society either with fee or for free, all for the sake of giving the company a chance to gain bigger profit from the market it is connected with. The events mentioned above are not merely party-like occasions. They involve serious consideration given to financial capability of the company to holds events such as this is, as well as the preempted results or returns of the said events to the company.
Of course, each company event is expected to bring good results for the company, otherwise, any company event would not be worthwhile of being performed or planned with at all. What Event Attendees Seek Event Attendees are the ones who are the main reason why certain occasions are planned about. In short, it is because of them that there exists event marketing. True, they are among the main stake holders of event marketing plans. This is why it is very important to know what they want and what they really expect of the promotional occasions which they attend to.
According to Ruth Stevens in her book “Trade Show and Event Marketing, there are five major reasons why people attend promotional events as well as three minor reasons why they enjoy being a part of the events offered to them for their benefit. The following are the five major reasons of people attending company events: • Economic Practicality- Usually, especially with trade shows, attendees expect to be given special benefits in obtaining products at a much lower price than the usual times which the said items are sold in stores.
This aspect is more concerned with the financial status of every attendee of any event and how they are able to comprehend as well as appreciate the “monetary-benefits” given to them by the company having the trade shows. • Benefit on Health or other Personal Aspects- one of the main concern of any consumer is their health. It is more often than not that the usual expectation of attendees of events are to find products which are designed to improve their health, their lifestyle and other personal aspects which interests them as much. Knowing the Company- many attendees too would appreciate several necessary informations about the company having the event or the trade sow. this is specially designed gain trust from both investor and consumers who would be attending the event. In this way, the company is able to set its standards clearly detailed to the consumers and to the prospected investors, thus making it more possible for them to garner bigger profit after the company event. • Company Credibility Record- The profiles of the company authorities as well as the story behind the company’s present situation could help the society understand more things about the company.
It is much close to setting the lines for social trust but it also sets strong basis for social knowledge making it more possible for the company to be competitively equal with other business companies in the society. • Special Promotional Offers of the Company- One of the main reasons why people go to company events is for the reason that they would like to know what’s in it for them. In short, they want to know if they are to benefit from several new promotions or special offers given by the company through the events they put up.
Having been able to know the five major reasons of social attendance to company events, it is very important to understand clearly the ways in which an event planner is going to be able to meet the challenges of making their company events successful enough to fulfill the expectations of the people who would attend the events they are planning for. But before doing so, it is also important to know other minor reasons of people’s attendance to company events. In this way it would be possible for the company to satisfy the attendees and thus expect good results for the company.
The following are the three minor reasons of social attendance to company events as outlined by Joe Goldblatt in his book “The International Dictionary of Event Management and Marketing”: • Pleasure- this is an aspect usually given attention by event planners since one of the main aim of company events is to mainly give the consumers what they want and among these is the fact that they would like to have pleasure on the things they are suppose to know and see or even receive after the company events are done. Entertainment- to naturally experience pleasure, many event attendees are expecting to be entertained with the events that the company offers the public. This may include the need to have performances during the event or special presentations which would make the attendees feel that their attendance to the event had been much worth while. • Company Freebies- After the event, attendees would at least expect that they could at least bring home something from the occasion.
This could be any product from the company or at least free small stuff like pens or bookmarks which make the attendees special and may help in getting their interest in patronizing the products of the company. With the specific expectations mentioned here it would be much easier for event planners to determine the necessary aspects needed to promote and be able to come up with amiably successful company events. True, the specifications on the expectations of the people helps in the planning process as well as with the segmentation process of the events.
More likely, because of the said determinants of attendee satisfaction, event he mission of the event is directly affected. This is the reason why it is very important to know how to control and redirect the changes which usually affects the reason and mission of the company events as they are planned. And to be able to do this, there are necessary steps to take to be able to meet along the process of planning and segmentation. How Attendee Expectations Affect the Event Planning and Segmentation Process
According to Goldblatt, “Regardless of the nature of your event, its success will largely depend on promotion” (12). True, the fact that the attention of event attendees is based upon what they expect from the company’s occasion, it is very important to take their expectations into consideration during the planning process. A part of the important aspects of planning is the application of multitasking and people management. To be able to meet the expectations of the attendees, planning the event itself must be based upon cooperation and understanding between the coordinators of the event.
The segmentation of the program for the event should be closely examined if it both gives what the expectations are as well as if it does meet the main purpose of the event. And to be successful in this process, it is also important to consider the financial capability of the company and if the event they are to hold would naturally bring great results for the organization or not. In this way, the coordinators would have a clearer understanding of what should be given high attention during the event program.
At times because of lack of knowledge on what the attendees expect, some companies simple “unpack their booth, buy coffee and flowers and hand out literatures” (Stevens, 13). In this way, the company events they produce don’t really meet what is expected of them to bring to the company as a result. Many companies fail to understand that promoting the company through events doesn’t simple mean making occasions happen. It is necessary to apply careful planning and extra effort to be able to get best results.
Aside from this, if incase a company fails to satisfy the expectations of the attendees, many investors who used to be interested in the company may loose their enthusiasm to invest in the business thus making the company loose a lot of chances of increasing their profits. Yes, putting high concern for the expectations of the event attendees gives terrific changes to the plans but also usually effective ways to help the company in its continuous development in the business.
As always pointed out in this paper, it is true that there is an importance placed in the focus of event planners for the display and event on the actual floor show. But there should also be an importance placed upon the pre-show and post-show details. Since these side-activities of the main program helps determine the actual expected result from the event. Here are some pointers to consider in event planning and marketing which may be considered by the coordinators as taken form Leonard Hoyle’s “Event Marketing: How to Successfully Promote Events, Festivals, Conventions and Expositions”: Planning for the main reason and mission of the event to be produced- every reason behind each event should be carefully laid even before the planning of the event would take place. In this way, the programs which will be implemented in the event would be a lot easier to arrange and fulfill during the actual occasion. • Determining the financial capability of the company- every coordinator must see to it that the budget of the company allotted for the event to be produces suites the occasion enough and that there are some allowance fund set for certain emergencies during the event.
In this way, if in case anything unforeseen happens during the occasion, the coordinators would be able to give solutions to the problemn at once and thus avoid the cancellation of the entire event. • Planning for the Venue- The venue for the occasion should be able to send the mission of the event towards the attendees even before they enter the place. Indeed, the venue is a very important factor to be planned about. The satisfactions of the attendees are usually based upon the effect of the venue on their impression of the company.
At times, it need not to be much expensive as some attendees enjoy outdoor occasions especially during summer moments. Although this kind of choice of venue usually requires a certain level of creativity on the part of the coordinators. This is because the decorations on outdoor occasions usually depend upon the event arrangers. • Setting the Schedule of the Occasion- What time should it start? More often than not, the schedule of event depends on the target attendees of the event.
At times, because many people have works during day time and does their planned activities during the morning; many corporate events are set to happen during the night time. This is due to the fact that getting the best out of the event might mean that the more people there are present to enjoy the event would bring more amiable result. • Setting the Program- The event’s program should depend on the main reason behind the occasion. Even the entertaining performances at times should be set with certain limitations.
There are certain highlights of the program and these highlights should be set in the program when most of the attendees are still present. At times, this happens during the mid-program. Because at times, early parts of the program still cannot hold the attention of the audience, then again during the end part of the occasion, most of the audiences are already tired this is why most of the people are assumed to be at their best status of interest towards the occasion during the mid-program. Arranging for presentation of freebies or other complimentary items for attendees- it is very important to make the event audiences special. Making them feel that what they have attended to is highly worth while on their part makes them more comfortable of being connected with the company.
This act may bring good results to the company profit as it does spark the interest of many consumers. In the part of the inventors, being treated as VIP’s through the extra “keepsakes” from the company given out during the event may help them decide to set an alliance with the company and their business. Promotion of the event- After all the necessary programs and other event aspects planned, it is now time to promote the occasion in order to attract the prospect attendees to come. This may happen through personal invitation given out to possible investors, and giving out flyers or other literatures regarding the company and the up coming occasion to prospect consumers. These are only guidelines for the necessary things to consider in coordinating any corporate function or event.
It must always be remembered by planners though that creativity and the ability on multitasking should be considered in coming up with the programs of the occasions (Silvers, 25). Conclusion Event marketing as further pointed out in this paper is a vital part in promoting any company to the society. This is in the fulfillment of the goal that the company posts for its organization to gain higher profit and gain further developments for the whole body of the company. But as it has been shown throughout the context of the sources used for this research, event marketing is not a simple task taken on by coordinators of the company events.
Instead, the job itself requires creativity and effort as well as determination to make the event successful enough for the organization and for it o serve its purpose. The consequences of making an event work for the organization it is suppose to serve is indeed rewarding. This is an assurance that the planned event had done its part in inviting prospect investors and consumers to become a part of the company. This is the time when event marketing is considered as an organization’s business partner designed for the company’s continuous growth within the business industry.
Establishing Brand Reputation through Effective Mission and Vision Promotion. (2020, Jun 02). Retrieved from https://studymoose.com/event-marketing-new-essay
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