Event marketing and strategy

2022 ◽  
Author(s):  
Jeffrey Wrathall ◽  
Effie Steriopoulos
Keyword(s):  
Market Research ◽  
Management Process ◽  
Event Management ◽  
Event Marketing ◽  
Research Promotion ◽  
Number Of Customers

The term ‘event marketing’ has been used in a range of different ways and given a range of different meanings. While all of these meanings may be appropriate in various contexts, the term utilized in this chapter refers to that part of the event management process that involves the marketing of events and hence, to the market research, promotion and advertising that aims at increasing the number of customers that pay to attend the event. The American Marketing Association defines marketing as “the set of activities, institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large” (www.ama.org). In this vein, event marketing includes the activities, tactics and tools used to communicate and promote the value of events to prospective attendees.

scholarly journals Devi Lianovanda Prabandani ANALISIS SPECIAL EVENT ANGKLUNG PRIDE #9 OLEH SAUNG ANGKLUNG UDJO

2020 ◽  
Vol 2 ◽  
pp. 37-43
Author(s):  
Devi Lianovanda Prabandani ◽  
Rah Utami Nugrahani
Keyword(s):  
Risk Management ◽  
Decision Process ◽  
Deep Understanding ◽  
Organization Structure ◽  
Management Process ◽  
Event Management ◽  
Management Planning ◽  
Special Event ◽  
Event Theory ◽  
Risk Management Planning

Angklung Pride is an annual event held by Saung Angklung Udjo to commemorate the ratification angklung asintangible cultural heritage of humanity from Indonesia. This event is done to preserve four pillar of UNESCOwhich was given by them. This four pillar were reserved, promoted, protected, and perpetuated. The objectiveof this research is to obtain deep understanding of the event management process of Angklung Pride #9 bySaung Angklung Udjo using Joe Goldblatt’s Special Event Theory in five stages. Those stages are research,design, planning, coordination, and evaluation. The data was acquired by deep interviews, observations, anddocumentations process. The conclusion of this research divided the event management process in fivestages, which are summarized into three part. Those part are planning, execution, and evaluation. Planningprocess included concept, idea, and theme decision process, organization structure making and job descriptiondistribution, risk management planning, and place and time determining. Execution process aim forconcept, place, event contents, entertainment, and promotion activity implementation. The last is evaluationprocess which included things that can be used for the next Angklung Pride event improvement.

Event-industry: development and problems in Ukraine

2020 ◽  
pp. 120-130
Author(s):  
Hanna Oleksyuk ◽  
Iryna Anhelko ◽  
Nataliya Samotiy
Keyword(s):  
The State ◽  
State Enterprise ◽  
Creative Economy ◽  
Event Management ◽  
Social Situations ◽  
Event Marketing ◽  
New Type ◽  
The Government ◽  
Low Culture ◽  
Further Development

The event market has been developing in Ukraine for less than 15 years. It is a market with high competition, yet, according to experts, a low culture that requires research, study, and improvement. The article reveals the concepts: event industry, event technology, events, event management, event marketing, as well as describes the relationship between them. The event industry sector is studied based on the development of the creative economy in Ukraine. The conceptual model of event organization is built and the interrelation of its elements is investigated. The approaches to the practical application are described. The example of the State Enterprise “Arena Lviv” outlines the problems of development of the event industry in Ukraine in modern conditions, operating during the quarantine period associated with the prevention of the spread of acute respiratory disease COVID-19 in Ukraine. The article determines that in the quarantine period, the number of event measures decreased significantly, in particular, many planned activities were canceled or postponed. To hold events in compliance with all quarantine norms, the State Enterprise “Arena Lviv” proposed a new type and method of events - a project - a car cinema, where spectators stay in their cars and do not lose touch with art. Prospects and ways of further development of the event industry in Ukraine are described. The paper generalizes that for further development of the event industry in Ukraine, it is necessary to create conditions for the interpenetration of spheres that form the basis of the industry. It is determined that the government approaches to the development of the event industry should take into account the fact that the industry makes extensive use of human relations, so it is most vulnerable to emergencies and unusual social situations.

scholarly journals Aktivitas Riset CNN Indonesia dalam Penyelenggaraan Special Event Meet Up “Positive Generation”

ProTVF ◽  
2019 ◽  
Vol 3 (1) ◽  
pp. 19
Author(s):  
Ayu Puspa Yurita ◽  
Hanny Hafiar ◽  
Heru Ryanto Budiana
Keyword(s):  
Management Process ◽  
Event Management ◽  
Purposive Sampling ◽  
Special Event

Penelitian ini bertujuan untuk mengetahui pelaksanaan riset dalam kegiatan special event yang dilakukan oleh CNN Indonesia dalam menyelenggarakan Meet Up “Positive Generation” untuk menghasilkan revenue perusahaan, serta untuk meningkatkan kesadaran generasi milenials terhadap CNN Indonesia. Penelitian ini menggunakan tahapan riset pada Event Management Process Joe Goldblatt sebagai landasan konsep. Penelitian ini adalah penelitian kualitatif dengan pendekatan studi deskriptif. Teknik pengumpulan data yang dilakukan dengan wawancara mendalam, observasi partisipan pasif, dan studi kepustakaan, dengan teknik pengumpulan key informan purposive sampling. Teknik analisis data menggunakan tiga tahap yaitu reduksi data, penyajian data, serta penarikan kesimpulan.Hasil penelitian ini mengemukakan bahwa proses riset yang dilakukan CNN Indonesia diperoleh berdasarkan data lapangan yang didapat melalui observasi langsung saat event berlangsung, maupun wawancara mendalam dengan pihak-pihak yang terlibat langsung dalam proses riset event Meet Up “Positive Generation” yang diselenggarakan oleh CNN Indonesia. Sebagai penyelenggara Meet Up “Positive Generation”, CNN Indonesia melakukan riset terlebih dahulu untuk mengetahui kebutuhan dan keinginan target sasaran. Bentuk riset yang dilakukan penyelanggara Meet Up “Positive Generation” adalah menentukan pembicara-pembicara yang akan mengisi event Meet Up “Positive Generation” berdasarkan online riset melalui akun Instagram ataupun You Tube. Selain itu juga menentukan kampus-kampus mana saja yang dapat dijadikan tempat pelaksanaan untuk diadakannya event Meet Up “Positive Generation”.

scholarly journals Natural Enrichment of Consumption Eggs by Omega-3: A Micro-Study of the Market in Morocco

2018 ◽  
Vol 5 (4) ◽  
pp. 234
Author(s):  
Aberkani Kamal ◽  
El Azouzzi Ikrame ◽  
Kharroba Soukayna ◽  
Aarab Saida ◽  
Acherkouk Mohamed ◽  
...  
Keyword(s):  
Market Research ◽  
Positive Impact ◽  
Developed Countries ◽  
Local Economy ◽  
The Body ◽  
Omega 3 ◽  
Base Price ◽  
Number Of Customers ◽  
Marketing Chain ◽  
Natural Enrichment

Omega-3 has an important role in the human body. This and other lipids should be contained in the diet and cannot be synthesized by the body. Several developed countries have successfully used an approach to naturally enrich eggs with omega-3 and place this product on the market. This method consists of subjecting laying hens to a diet rich in omega-3. To our knowledge, this approach has not yet been included in the egg marketing chain in Morocco. We conducted market research on omega-3 enriched eggs to obtain information from customers about their needs, their motivation to buy this product, and their preferences. Large supermarkets in six major Moroccan cities were chosen. The number of customers surveyed was set at 360 customers. The results show that 42.5% of these customers already know about omega-3, and 83% of them are aware of the interest in this nutrient. On the other hand, 38% of respondents suffer from a disease or different diseases: 22% are diabetic, 16% suffer from hypercholesterolemia, 16% are hypertensive, and 10% have other diseases. After explaining to them the benefits of omega-3, about 80% of respondents believe that the product is interesting, of which 74% are ready to buy it at a base price of 2 dirhams. This study demonstrates that the marketing of this enriched egg could have a positive impact on the local economy, help to correct dietary deficiencies, and prevent certain diseases.

The integration of event management in promoting tourist destinations based on co-branding principles

2015 ◽  
Vol 2015 (6) ◽  
pp. 135-162
Author(s):  
Anna Aleksandrova
Keyword(s):  
Brand Identity ◽  
Brand Experience ◽  
Event Management ◽  
Tourist Destination ◽  
Destination Branding ◽  
Holistic View ◽  
Tourist Destinations ◽  
Brand Building ◽  
Event Marketing ◽  
Destination Brand

The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

Social Media and Events

2021 ◽  
pp. 139-155
Author(s):  
Gulser Yavuz ◽  
Kemal Enes
Keyword(s):  
Social Media ◽  
The Internet ◽  
Event Management ◽  
Event Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Day By Day ◽  
Event Managers ◽  
Internet And Social Media

Globally, the number of the internet and social media users is increasing day by day. The event industry has been affected by that popularity of social media and so event management and event marketing activities have changed radically. In this research, the importance of the social media in the events, management of the event, and finding how to take advantage of the social media by the marketing of the event are explored. Using of the social media in events was examined in these three parts: before, during, and after the events. Today it is regarded as an important tool used by the event managers of social media platforms and so social media has become an indispensable part of the events.

scholarly journals PELAKSANAAN KEGIATAN SPECIAL EVENT JAKARTA GOES PINK OLEH LOVEPINK INDONESIA

2017 ◽  
Vol 10 (2) ◽  
pp. 161
Author(s):  
Nugroho Ajie Hartono ◽  
Susanne Dida ◽  
Hanny Hafiar
Keyword(s):  
Breast Cancer ◽  
Media Coverage ◽  
Participant Observation ◽  
Study Data ◽  
Research Approach ◽  
Management Process ◽  
Event Management ◽  
Literature Study ◽  
Special Event ◽  
Direct Feedback

<p>ABSTRAK</p><p><br />Penelitian ini bertujuan untuk mengetahui kegiatan special event yang dilakukan Lovepink Indonesia<br />dalam menyelenggarakan Jakarta Goes Pink 2015 untuk meningkatkan kesadaran. Penelitian ini<br />menggunakan Event Management Process Joe Goldblatt sebagai landasan konsep.<br />Penelitian ini adalah penelitian kualitatif dengan pendekatan studi deskriptif. Teknik pengumpulan data<br />dilakukan dengan wawancara mendalam, observasi partisipan pasif, dan studi kepustakaan, dengan <br />teknik pengumpulan key informan purposive sampling. Teknik analisis data menggunakan tiga tahap <br />yaitu reduksi data, penyajian data, serta penarikan kesimpulan. Teknik validitas data menggunakan<br />triangulasi sumber data.<br />Hasil penelitian ini mengemukakan bahwa manajemen special event Jakarta Goes Pink dikategorikan<br />dalam riset, desain, perencanaan, koordinasi, dan evaluasi. Riset yang dilakukan meliputi analisis<br />situasi terkait kesadaran masyarakat Indonesia tentang kanker payudara, hasil riset menyatakan<br />bahwa kesadaran masih rendah, terutama dibandingkan dengan aktivitas Pink Ribbon diluar negeri<br />dan evaluasi acara tahun sebelumnya. Desain acara dilakukan menggunakan unsur warna untuk<br />memerahmudakan Jakarta, edukasi pengunjung terhadap kanker payudara, dan unsur hiburan dengan<br />konsep fair and festival. Perencanaan Jakarta Goes Pink meliputi penentuan tujuan yang kemudian<br />dapat menentukan tanggal dan lokasi, penetapan anggaran, pembagian tugas pengurus, dan publikasi<br />yang dilakukan melalui media sosial dan bantuan mitra media. Koordinasi dilakukan sebagai upaya<br />pengelolaan komunikasi antara pihak eksternal seperti komunitas, relawan, sponsor, dan mitra media;<br />serta pihak internal yaitu kepengurusan Jakarta Goes Pink. Tahap evaluasi yang dilakukan Jakarta<br />Goes Pink meliputi evaluasi acara, feedback langsung dari orang terdekat, dan penghitungan jumlah<br />liputan media massa dan sifat pemberitaan.</p><p><br />Kata kunci: Special event, kesadaran, organisasi, kanker payudara, event management process</p><p> </p><p>ABSTRACT</p><p><br />This study aims to determine the event management process by Lovepink Indonesia in Jakarta Goes <br />Pink 2015 to raise awareness. This study uses the Event Management Process by Joe Goldblatt as the<br />cornerstone concept.<br />This study used a qualitative research approach descriptive study. Data was collected by in-depth<br />interviews, passive participant observation, and literature study. The key informant collection technique<br />used is purporsive sampling. Data were analyzed using three stages, which is data reduction, data<br />display, and conclusion drawing. Validity of the data using triangulation of data sources.<br />The result of this study indicates that event management process of Jakarta Goes Pink 2015 is<br />categorized in several stages, which are research, design, planning, coordination, and evaluation.<br />Research was conducted on the analysis of the situation related to the Indonesian community awareness</p><p>about breast cancer, the result of this research indicates that awareness is still low, especially compared<br />to Pink Ribbon activities abroad and evaluation of previous year’s event. Event design is done using the<br />color element to make the concept of Jakarta Goes Pink comes alive, educating visitors about breast<br />cancer, and the element of entertainment within the concept of fair and festival. The planning involves<br />in setting goals that determine the time and location, budgeting, human resource management, and<br />publication through social media and media partners. Coordination is done as an effort to manage the<br />communication between external parties such as the communities, volunteers, sponsors, and media<br />partners; as well as internal parties, which is the committee of Jakarta Goes Pink itself. Evaluation<br />includes an evaluation of the event, direct feedback from dearest people, and the calculation of the<br />amount of media coverage and the nature of the news.</p><p><br />Key word: Special Event, Awareness, Organization, Breast Cancer, Event Management Process</p>

Research and Implementation of Event Handling of IT Service

2014 ◽  
Vol 513-517 ◽  
pp. 2082-2085
Author(s):  
Qiang Chen ◽  
Xin Peng Wan
Keyword(s):  
International Standards ◽  
Incident Management ◽  
Management Process ◽  
Event Management ◽  
Enterprise Information System ◽  
Enterprise Information ◽  
It Service ◽  
System A ◽  
Fault Handling ◽  
Management Processes

With the development of enterprise information system, a fast recovery from IT fault or incident has become more and more important. To ensure that users can resume their work as soon as possible, this paper designs and implements an event management process. Based on the international standards ITIL and ISO20000, this paper discusses the incident management process design and implementation. This design improved incident management processes, defined the responsibilities and implementing guidelines of roles involved, define key performance indicators extracted. This design can be widely used in IT companies fault handling and event management.

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