Marketing and event management go hand in hand. They share large sectors of one another’s industries and have a mutual effect on each other. The marketing of a destination or occasion is very different to that of a product or service, but should be approached with similar enthusiasm and dedication. There are three basic stages of marketing through which many companies pass, each with their own characteristics and merits. These are:
1. Entrepreneurial Marketing
This type of marketing is usually conducted at the beginning of a product or service’s life cycle. This is often when the company or individual does not have sufficient money for formal advertising and is forced to think of cunning methods of getting exposure without incurring massive costs. For some, this means going from door to door and telling companies or people about their goods. It may also mean giveaways while you are there to secure an afterthought once you leave. You are limited to the areas that you can cover on your budget, but your contact is far more personal and intimate.
Internet marketing and social networks provide modern entrepreneurs with a fantastic opportunity to raise awareness at no additional cost.
Example: when marketing a food festival in a rural setting on a small budget, you may opt to visit restaurants, grocery stores, radio stations, local stores and even private homes to tell them of the event. It would also be wise to start a page on Facebook, so that fans can be updated regarding the event and have all the details on hand.
2. Formal Marketing
This refers to the more mainstream forms of marketing. These include the media of:
- Television
- Radio
- Magazines
- Newspapers
- Billboards
Although costly, this type of marketing is a great way to reach millions of people over a far broader area. Once companies become large enough, they may even employ a permanent core of staff dedicated entirely to such marketing.
Example: bridal expos are very successfully marketed using advertising in local newspapers and on radio shows.
3. Intrepreneurial Marketing
This type of marketing is necessary to an extent, but should never replace the more proactive forms of the skill. They are based on examining marketing figures, looking into market research that has been conducted and tweaking existing advertising campaigns to keep them current. The danger lies in limiting all of your marketing to this once you become comfortable in your presence in the market.
Examining the various marketing approaches of market giants – such as Virgin or Harley-Davidson – will give event coordinators and business owners a unique insight into what works and why. Many of these companies did not start out with massive television campaigns, but began by going out themselves and listening to what people had to say. They have continues to keep close bonds with their existing customers, careful to cater to their ever-changing demands. Importantly, they have always prided themselves in top quality, never becoming too comfortable to let their standards slide.
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