Table Of Content

Promoting and Marketing Events This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to under- stand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation. The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the Internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. The book is essential reading for all students studying events management, and pro- vides valuable reading for students, academics and practitioners interested in marketing and public relations in general. Nigel Jacksonis Programme Manager in Events Management at Plymouth University. Promoting and Marketing Events Theory and practice Nigel Jackson First published 2013 byRoutledge 2Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada byRoutledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business ©2013 Nigel Jackson The right of Nigel Jackson to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced orutilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, orin any information storage or retrieval system, without permission in writing from the publishers. Trademark notice:Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing in Publication Data Acatalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Jackson, Nigel A. Promoting and marketing events: theory and practice / Nigel Jackson. – 1st ed. p. cm. Includes bibliographical references and index. 1. Special events – Marketing. 2. Special events – Public relations. I. Title. GT3405.J26 2013 394.2 – dc23 2012034838 ISBN: 978-0-415-66732-6 (hbk) ISBN: 978-0-415-66733-3 (pbk) ISBN: 978-0-203-58316-6 (ebk) Typeset in Sabon and Frutiger by Keystroke, Station Road, Codsall, Wolverhampton To those who support me every day, Team Jackson: Catherine, Eliot and Toby. Contents List of figures and images ix List of tables xi List of case studies xiii List of boxes xv Preface xvii Acknowledgements xix 1 Introduction – what is event marketing and public relations? 1 2 Communication and persuasion within events 14 3 Marketing your event 35 4 The importance of a marketing strategy 56 5 The event marketing mix 77 6 Understanding the consumers of your event 95 7 Building your reputation – the use of public relations 115 8 Gaining visibility – marketing public relations (MPR) 136 9 Using media relations 156 10 Corporate public relations – building your reputation 177 11 Promoting your event online 198 12 Conclusion 219 Appendix – website coding sheet 233 Notes 235 Bibliography 236 Index 251 vii Figures and images Figures 1.1 The impact on events of wider factors 6 1.2 Contextual framework of events 7 1.3 The event communication process 10 2.1 The role of communication and persuasion for an event 15 2.2 The nature of the communication chain 17 2.3 The application of the two-step flow model 19 2.4 The application of the multi-step flow model 20 2.5 The stages of persuasion 30 3.1 The marketing triangle 38 3.2 Marketing research classification 42 3.3 Calculating return on investment 46 3.4 The loyalty ladder 49 4.1 The stages of event strategy development 58 4.2 Positioning your event 67 4.3 Using the Ansoff matrix for event positioning 67 4.4 Porter’s four forces model 70 4.5 Porter’s generic strategy model 70 5.1 Gabor–Granger demand response curve 83 5.2 Models of the advertising process 87 6.1 Marketing intelligence system 101 6.2 Profile of festival-goers 107 7.1 How the event communicator views the world 116 7.2 Situational theory 126 8.1 MPR strategy 137 8.2 Harris grid applied to events 144 9.1 The media terrain 172 10.1 Key CPR audiences 180 10.2 The boundary spanning role 181 10.3 The event issues management process 184 10.4 The impact of political philosophy 185 10.5 Impact of business on its environment 185 11.1 Event online typology 206 ix