The Concept of Events and Experiences in Modern Marketing

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

“For a promotion to be successful, it must be profitable. And to be profitable, it must enhance some, if not all, of the following goals: 1. Paid attendance, 2. Corporate tie-ins, 3. Sponsor value, and 4. Media coverage” (Helitzer 317). Promotions must increase the number of people at the event, or paid attendance, it also must enhance corporate tie-ins, which are signs or give-a-ways at the stadium. Sponsor value, or the value perceived by the sponsor must also be enhanced along with media coverage. Media coverage is enhanced by sending the local or national media sources bulletins about the events or by having press conferences. A strategy that a sports marketer must use is to stagger the promotional gimmicks throughout the event. If one staggers the promotion, then the audience is always aware of the event and looking out for the promotions.

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

Marketing- Company was one of the first to use advertising and Event sponsorship to market its products (Appendix 1).

Eventus will not follow an intensive or exclusive distribution strategy. Instead, the product will be brought to market with a selective distribution strategy. Since the main target market for Eventus is upper-middle class men, we will place our product in select stores and outlets that will cater to these customers. This will increase the chance that our product will be noticed by the target group, and it will ensure higher sales. Since our product is new on the market, by following a selective strategy, we will be able to choose outlets with the least competition. Moreover, Florida is known having a large population of upper-middle class seniors, so we will first introduce our product in this state. Following

Experiential marketing explained in the sports business journal article “Engaging in the crowds” creates an emotional response from the consumer that will eventually lead to a purchase, brand loyalty and a referral.

Securing the brand and experience Kudler brings to the community requires most effective and efficient modes of communication to inform potential customers (Kotler & Keller, 2007). The goal of effective and efficient communication requires knowledge of the target audience when developing the specific media mix that works best for Kudler. Coordinating a community event to promote the company and Kudler values is both cost-efficient and effective. A farmer’s market and meet festival the weekend before the grand opening could generate community support and interest in Kudler Fine Foods. Combined with public relations efforts, events can provide a positive image to potential consumers. Story

Promotions, marketing, and advertisements are typically created to acquire and retain consumers and to sell large quantities of a product. Every consumer may have a different perception of the same marketing tactic. This paper will discuss a promotion that was experiences personally, to what extent it changed or influenced my behavior, if the decision to purchase or not purchase would have been made either way, if it would have been different in some way, and what the seller could have done differently so that I would have done what they wanted.

Annually, the AMI hosts their conference. It is a celebration of the marketing achievements and advancements in the marketplace, and it provides a platform for emerging marketing techniques, products and programs to be showcased to influential marketing professionals. The conference also hosts a number of well-respected, significant marketing profession leaders across Australia and beyond who will provide a wealth of knowledge regarding their

I was able to successfully create and follow through on the marketing plans for the following four events: Parsing Charms and Romancing Sameness Exhibit, 25 Years of Alleys and Ruins Reception, Geometric Paper Wall Art Workshop, and Picture Frame Corner Wreath Workshop. I did this by creating contests and planned social media posts including videos and live content. I even created and planned a Halloween event with the goal of increasing awareness of the UC Events and gaining followers and engagement on social media platforms. These are of course smaller versions of the marketing plans I will create in the future, but it helped me to think creatively and within a timeframe to complete the plan on time. I also had to make sure it was feasible to accomplish based on the UC’s resources and timeframe.

Schmitt (1999) developed “five different types of experiences, or strategic experiential modules (SEMs)” to indicate customer’s need from Sense, Feel, Think, Act and Relate to achieved marketing objectives. It breaks traditional thinking of a rational customer, and bring new concept of experiential marketing in live brand experiences. It helps to identified Sony’s experiential marketing strategy, which were applicable to this report context and analysed for study based on those.

There are few brands that can offer more lessons in how to approach the next generation of marketing than Red Bull. Focusing their strategy on earned media, cultural integration and value creation, Red Bull’s approach is pioneering, and a template that many brands would love to follow.

Because all the above reasons many researchers in consumer behaviour are embracing the experiential paradigm (the experiential paradigm highlights the subjectivity and symbolic aspects of consumer behaviour) (Module MN 7038/D

Goldblatt and Nelson (2001) identified event marketing as “the process that integrates a range of marketing elements around a central event sponsorship or lifestyle-themed activity. This process incorporates advertising, employee and consumer programs, sales promotion, public relations, causes, business to business, television property, and trade promotion with a specific event.”

Engaging our consumers in product related events such as the launch of our mineral water and community events will help create a relationship between us and our consumers which will in turn foster consumer loyalty.