Marketing Strategies for Events

This assignment delves into the world of event marketing, analyzing diverse strategies employed to promote and manage events. It covers topics like social media marketing, influencer outreach, crisis communication in tourism, and the impact of pharmaceutical marketing on adverse drug events. The analysis emphasizes understanding consumer behavior, cultural influences, and ethical considerations in marketing strategies for events.

Understanding
Marketing and Events

Table of Contents
INTRODUCTION...........................................................................................................................3
QUESTION 1...................................................................................................................................4
Explanation on how special events are defined and classified...................................................4
QUESTION 2...................................................................................................................................5
SWOT analysis on describing the scope and impact of marketing and events for the
organising body Glastonbury Festival........................................................................................5
QUESTION 3...................................................................................................................................6
(a.) The role of marketing mix in developing an event marketing strategy and it's application
on Glastonbury Festival..............................................................................................................6
(b.) Marketing strategies and resources which can be used in the event planning and
implementation............................................................................................................................8
CONLUSION................................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential process for each and every organisation to communicate with
the target audience for the products and services(Ryan, 2016). It has a large significance as per
the modern marketing concept which emphasise on the product development according to the
customer's needs. Social peoples gathering for a particular reason can be termed as a event which
is a traditional method of marketing, in which a seller sales their products to customers which are
presented in the event. Event marketing is focused only on sales and it has not any relevancy
with the product development and customer satisfaction. This report is having focus on the
Glastonbury festival where more than 200,000 peoples comes to attend the event, it was started
in 1970 with 1,500 attendees. The present report is containing details on the Glastonbury event,
SWOT analysis on the scope and impact of the marketing of the event is available in this
assignment. Marketing mix is an essential element to develop a event for marketing event and it
can increase the effectiveness of the Glastonbury Festival. Segmentation, targeting and
positioning can helps to the event organisers to make more better section in their festival to
arrange marketing accordingly.
QUESTION 1
Explanation on how special events are defined and classified
Special events are based on the some special activities which can be relevant with the
traditions, culture, sports and business activities(Dwyer and Wickens, 2011). Most of the
festivals are having a fix time duration in which the organisers are providing all the facilities for
the visitors, participants and guests which are invited or not invited by them. These special
events are based on their popularity so it is essential for the organisers to maintain the public
interest in tit to manage the popularity of the festivals. These festivals can be classified in these
sections which are:

Traditions: Some of the festivals are related with the traditions which has a spiritual significance
also for the attendees. Most of the old courtesy are organising the traditional festivals in which
they are conveying their traditional values in their future generations.
Culture: Cultural are also related with the traditional but it has a inclusion of the new trends
which has a influenced by the modern era(Hall, 2010). These are having mixed type of festival in
which a person can enjoy their traditional and cultural values.
Sports: Some of the festival are based on the sports to increase the attraction of peoples on their
local sport. Many countries are organising sports festivals which has a focus on a particular
festival which have to played in the rules which are decided by the by the organising committee.
Business Activities: Most of the festivals are having business activities which helps to the local
business entities to take their participation in the festivals(Chadwick and Burton, 2011). These
types of festivals are having focus on the sales of the products so many local businessmen take
participate in this to advertise and marketing of their products and services. It helps to them to
grow up their business and increases the number of peoples which know their name and work.
According to the City of Toronto (2017), these special events can be classified on the
basis of the length, frequency, number of venues and attendance. So here an category according
to the criteria decided by the City of Toronto.
Category A: In this a festival duration can be one day to one month and number of attendance
have to cross 200,000.
Category B: Duration up to one month and number of venues can be five. 20,000 to 200,000
peoples have to be attend in this type of eve festivals. Hogmanay festival is which celebrated in
the Hindenburg and more than 80,000 peoples are having participant in this(Cruceru and Moise,
2014).
Category C: Time period is limited to five days and number of peoples in between 10,000 to
50,000.
Category D: It has a length up to 3 days and number of attendance have to be under in the
10,000. according to the criteria Notting Hill Carnival in the London can be covered in this
category.

QUESTION 2
SWOT analysis on describing the scope and impact of marketing and events for the organising
body Glastonbury Festival
SWOT analysis means knowing the strength, weakness, opportunities and threats of any
business(Galan Ladero, Galera Casquet and Singh, 2015). This can be done only because of
making things popular and knows the accurate situation of the business in the market.
Glastonbury festival of arts is a old festival which gives rises to the new talents to perform n
front of world. Following is the SWOT analysis of Glastonbury festival;
Strength:
History: The Glastonbury festival is running every year since from 1970. its history plays a key
role in success of this festival. From starting its always been considers as a popular festival of
arts in the world. This festival gains its popularity with the course of time. Its history made the
advancement of this festival.
Loyalty of people: Since, its history is vast, so all the people which relates to this festival are
loyal to each other and the organisers always works as a team. They made some innovative
ideas at every year before organising the concert(House, 2013).
Local culture promotes: It not only promoting the history of its own but also promoting their
local culture in front of others. There culture is promoting in all over the world because large
number of tourist comes here every year and also adopts the culture of this village.
Helps to local businessman: the local re presenters not only invest in this festival but also
starts to promotes their local products in this art festival by preparing stalls.
Attraction for tourist: This concert is taking place on the large scale, so, there are many tourist
who visits here top see this function. It increases the national economy but also the local
economy. Hence, this is a 5 day concert so every day there is something new happens. That's
why it is a attraction point for all the tourist who comes here only just to see this festival.
Weakness:
Lower convenience: the concert is taking place near to the village so there is large number of
inconvenience which the visitors have to face here. Like there is lack of transport facility in this
village. So, it becomes very hard for them to survive there(David, Markowitz and Richards-
Shubik, 2010).

Traffic: This is big stage programme and only happens once in a year. So, the local authority
transfers the traffic to other routes and it leads to heavy traffic jam over in the town.
Lack of security: There are large number of visitors visit here so, the risk of theft and losing of
things is generally high. Hence, the risk of security increases.
Opportunity
New trends: It introduces the new art so, the large number of participants come here to learn
many more things like new style of dancing and many more(Germano, 2010).
Providing job for locals: It is going on large scale, so the opportunity of work for local person
increases and also improves their stand of living.
Threats
Competition: not only this event is organising in all over the world many other events are also
going. So, it is fear for the organisers and for recovering from this they should have to provide
proper services to their visitors. So, the threat of increasing the competition declines.
QUESTION 3
(a.) The role of marketing mix in developing an event marketing strategy and it's application on
Glastonbury Festival
The marketing mix is helpful to make an effective marketing of the products and
services(Brafu-Insaidoo, 2011). It has a different factors e.g. product, price, promotions, places,
process, physical evidence and peoples, these all are helpful to make an effective marketing plan
for an event. An explanation is given under here for marketing mix and it's roles;
Product: An event can be a consider as a over all product so organisers which are organising an
event have analyse the demands of the target audience. It helps to the event developer to develop
more effective event for their target audience. So it is essential to analyse the demands of the
target audience. Survey of the participants method can be sued by the event managers to know
about the expectations of the target market.
Price: It is a most valuable part for a event developer, they have to set a price which is suitable
for their target market. So the marketing teams have to analyse the financial condition and
purchase power of their targeted visitors. It is an essential part for the developer to manage the
number of peoples in the event. So they have to set price which are effective for both in which
they can make profit for the developer as well.

Place: It is related to the place where a event can be organise, it have to be convenient and in the
public reach. Otherwise organisers have to provide vehicle facilities to provide a convenience a
in the transportation of their visitors(Castronovo and Huang, 2012). One more thing, they have to
select right place to sale out their event tickets as well so they have to choose those places where
their target audience are having a reach.
Promotions: It is an essential part for the event manager to use an suitable medium to advertise
the events. In this section an event planner having various options e.g. print media and electronic
media, social media etc. By using of these medium they can easily promote their programmes in
their target market to attract peoples towards them. In this part they have to analyse the suitable
medium to promotions. Social media is contemporary method which is most suitable for the
event managers to make promotions of their events. They can post videos and [photos and as
well as they can sale tickets and passes also by Facebook.
Peoples: It is related to the peoples which are engaged in the activities, organising of the event
and volunteers which are working in the advertising and promotions have to be professionals
because they have direct connection with the audience(Kozinets and et. al., 2010). Event
developer has to use localities in the event management process because they are having a
knowledge of the taste of the upcoming attendees. So they can make better development as per
the expatiations of them. Volunteers which are included in the marketing process have to know
the local language and trends of the local peoples by which they can make better communication
with them.
Process: It is related to the process which is related to develop event, so this factor can be used
by the event developers to use step by step process to develop event programmes. They can start
their works from the basic and foundation work. By this they can make increase the effectiveness
to provide satisfaction to the attendees.
Physical Evidence: It is related to the presentation of the event for their target audience so an
event developer have to make perfect presentation of the event by which they can attract to the
target peoples (Rogers and Davidson, 2015). In which they can make decisions up on the colour,
theme, lights, decoration and facilities, these all are having a potential to attract the target
audience. So this is a part which is essential to take make a lead on the audience to stay in the
event.

This marketing principles can be used by the Glastonbury Festival organisers to make
decisions on the product, price, place, promotions, peoples, process and physical evidence to
customize their festival as per the demands and expectations of the peoples which are regularly
comes in the events.
(b.) Marketing strategies and resources which can be used in the event planning and
implementation
1. Marketing Strategies: It helps in promoting the event to target the audience. Event
marketing is a process of developing a exhibit, display as well as presentation to promote
a product, services or organisation in the person engagement. Events can occur online as
well as offline. STP analysis is a marketing process which includes three steps: market
segmentation, targeting as well as positioning. In this process, segment of the market to
be done and analyse specific needs of consumer (De Mooij, 2013). They have to use
proper marketing strategy which directly engage the consumers and encourage them to
participate in the evolution of brand.
 Segmentation: It is a process of dividing a consumer as well as business market by
existing and potential consumers which is based on some type of shared characteristics.
Event segmentation is a process by which people can do continuous stream of activity
into the meaningful events. Event should be segmented which appears to be automatic as
well as ongoing component of human perception. According to the case study,
Glastonbury Festival is a five-day festival of contemporary performing arts that takes
place near Pilton, Somerset. This event segmented on the basis of music, the festival
hosts dance, comedy, theatre, circus, cabaret, and other arts. They have to do proper
marketing mix in a proper manner (Raj, Walters and Rashid, 2012). Group consumers
can be done into four segments like homogeneous, heterogeneous, economic upside as
well as operational. They have to do proper segmentation which helps in targeting as well
as better positioning of events.
 Targeting: According to the events, they have to do proper target which includes size,
expected growth, competitive position, cost to reach as well as compatibility. These are
three approaches which helps in targeting the consumers. Event company have to do
proper promotions of events so that they can attract large number of consumers and by
that they can target their consumers which helps in attaining maximum profits. They have

to use appropriate strategy so that they can target the consumers. The event firms have to
adjust their marketing mix for every segment which are targeted so that they can ensure
that each segment is satisfied with the offering which they are providing to consumers
(Wang and Pizam, 2011). It is better that the event firm have to target specific segment
with the proper solution so that they can attain the success in the competitive market.
 Positioning: The final stage is positioning which helps in developing a strategic
marketing plan so that they can analyse the target market and on the basis of that they can
identify where the competitors of that event company is positioned and which attribute
are important for analysing the consumers that which segment they like and on the basis
of that they have to target and segment consumers. Product positioning refers to the place
an offering occupies in the customers mind on important attributes, relative to
competitive offerings. Marketing is an organic process which involve understanding the
capabilities and resources, analysing the attractive market opportunities as well as
executing the campaigns to earn more revenue (Kotler and Armstrong, 2010).
2. Monitoring and Control: It is related to the monitoring of marketing strategies and
control on them to achieve marketing objectives. Some points are here to monitor and
evaluation.
 Monitoring and Evaluation
Monitoring means to monitor or look over on those plans which are made. It means that
the plans are actually executing or not. In the Glastonbury, the management takes some
necessary steps for making the event successful.
Divide teams: They divide the teams and allotted them their specify work. All the teams are
going to work in their fields and the management start getting the report from them, so the
inconvenience or failure chances of concert got reduced. Also, it reduces the work load on a
individual. The work division makes the event successful (Lee and Kotler, 2011).
Feedback: They also can take feedback from the visitors so they can work on all the things
which are going wrong in the festival. They categorise each event according to the space and
popularity. A feed back can be taken in the form of writing by giving them forms or also by
orally.

CCTV cameras: Also they set up CCTV cameras on all over the field. So, they can get proper
report of everything. CCTV cameras also helps them to cover all the footage which is going on
outside of the festival place. It can help them for settle down all the types of miss management.
After examine the things the management should have to implement them or evaluate all
the things and have to work on those things. Evaluation task can be done after dividing all the
teams. All the teams have to do their own respective duties for making the event more successful
(Ryan, 2016). The event developers can evaluate their marketing strategies on the basis of their
objectives, target number of the attendance and revenues. Risk Management: The risk management means by examines all the risk and after that
implement them in a effective manner. So, the chances of risk got reduced. It is the duty
of the management and their basic task is to sort out all the risks associated with the
events. The main risk which is related to these events are the failure of events. Or an
inconvenience etc. So, the management target is to reduce this risk and made the concert
successful. Some other aspects are:
Target market: Target market means the target audiences which are going to come there and
enjoy the event. So they can only be achieve, if the organisers users innovative ideas and new
themes for the event (Rogers and Davidson, 2015). Then this risk of target market get decline
and function becomes successful.
Branding: It means a brand establishment. Since Glastonbury Festival is old event from last 77
years so it is already a brand. If, they are not going to work according to their name
establishment their value in the market got disturbed and their popularity decreases. It also
affects on the number of visitors.
CONLUSION
The above concluded report is having focus on the understanding of the event marketing,
it has focus on the Glastonbury Festival which is a five day event organized in the UK. Extended
marketing mix can help to the event developers to develop an effective event for their audience.
So they have to use this marketing tool to manage all the effectiveness in their programmes to
provide a satisfaction to their attendees. Segmentation, targetting and positioning can also help
them to manage the audience attraction according to their interest.

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