Effective Event Marketing Strategies for Toronto Festival of Beer

This report discusses the concept of effective event marketing strategies and applies them to the Toronto Festival of Beer. It covers the target market profile, SWOT analysis, marketing objectives, and marketing mix strategies.

Marketing
Event Marketing
4/10/2019
Toronto festival of beer

Marketing 1
Contents
Introduction......................................................................................................................................2
About event..................................................................................................................................2
Target market profile.......................................................................................................................3
SWOT analysis................................................................................................................................5
Strengths......................................................................................................................................5
Weaknesses..................................................................................................................................5
Opportunities...............................................................................................................................6
Threats.........................................................................................................................................6
Marketing Objectives.......................................................................................................................7
Marketing mix.................................................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................8
Place.............................................................................................................................................8
Promotion....................................................................................................................................9
People..........................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Event marketing is defined as the promotion or generating the awareness of the product, brand as
well services though in-person interactions. Currently, across the world, the number of events,
which are organised, ate increasing and they achieve the success. The success of the event is
possible because of the effective use of event marketing strategies. The report is prepared
majorly to throw the light on the concept of the effective event marketing strategies. The
implementations of the event marketing strategies are applied on Toronto festival of beer. This
report will focus on present on what new can be brought by the company. The discussion of the
concepts of market is done based on the Toronto festival of beer, which include market that is
targeted by company, SWOT analysis, marketing objectives of the event, as well as event
marketing mix strategies.
About event
Toronto festival of Beer (TFOB) is also known as Beerfest that is considered as one of the
annual event that is conducted at Exhibition place present in Toronto, Ontario, Canada. The
festival is a well-known event at Canada that majorly celebrates the history of the place by
featuring over 400 brands across the world with different Ontario Craft brewers. The event is
major attained by 40,000 people every year. The event is established in 1996 by Greg Cosway
and Scott Rondeau and since then the festival is offering the sampling beer for those who are at
the age of 19+ for 22 years (TFOB, 2019b).

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Target market profile
Target market includes the group of people that are majorly focused by the event for offering the
products as well as services (Kotler, 2015). Toronto festival of Beer identifies their target
market, as this will help them in deciding to whom they want to offer the services. The target
market of the event will be decided by the company based on segmentation of market. The
market segmentation is done by event which the motive to differentiate the segment which
include demographic, psychographics, behavioural as well as geographic profiling (Lovelock &
Patterson, 2015). The below given is the target market profile based on segmentation which will
be target by event.
Target Market profile Explanation
Demographic
The market is segmented based on income, race, religion and other factor.
Age The event will segment the people with the age
of 19-22 years and more.
Gender Both male and female are welcomed at event
Income People who are generally targeted maintain the
middle or high-income slab.
Occupation Event will welcome people with diverse
occupations that include executive,
professional and many others
Psychographics segmentation

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The psychographic segmentation is done based on values, lifestyles, beliefs and other (Baker,
2014)
Interest The event offers variety of beverages in the
market due to which event will target the
people who have the keen interest in
consuming different types of beverages
(TFOB, 2019b).
Lifestyle Event will also consider the people based on
their lifestyles, as beer consumption is
becoming the part of their life.
Geographic
The people segment based on certain area, region, and many others
Area/region The event will target the customers from the
different regions in the Canada.
Behavioural
The people target on basis of behaviour that include brand loyalty, benefits needed, usage
frequency and many others.
Usage frequency The event will target the customers based on
usage frequency, as consumption rate of beer is
high.

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SWOT analysis
SWOT analysis is a set of study that is undertaken by the company with the motive to determine
the strengths and weaknesses with the external threats as well as opportunities (Chernev, 2018).
SWOT analysis of Event is undertaken.
Strengths
Beer sampling: - The strength of the festival event is that during the event it is able to display
100 different styles as well as brands of beer. This variety of beer includes both international as
well as national beer that is offered by them to the people who visit in the event.
Additional services: - The Toronto festival of beer provides the food as well as refreshment
services to patrons who are paying the amount. These services might vary as it can include
drinks, food and many others. These additional services are strength because this can attract
different beer owners and distribution who want to display their beers in the festival (TFOB,
2019c).
Exhibitor’s nomination: - In the Toronto Festival beer different exhibitors can come up with
their proposal to serve the beer to the audience. In the research, this has been found that different
countries have different culture with diverse taste of beers with the flavour of culture in their
beers. The exhibitor takes the interest in the festival of beer due to which they register for same
which becomes their strength (TFOB, 2019a).
Weaknesses
Limited places: - The festival of beer is only Toronto event that means it take place in Canada
only due to which it access is limited to the people. There are different people who might be
willing to take participation either like exhibitor or like audience (Wilson and Gilligan, 2012).

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Scare resources: - The manufacturing of the beers with the different flavours requires the use of
the scare resources that influence the sustainability in the environment. Thus, this is considered
as one of the major weakness of the event.
Opportunities
Widespread operations: - Event has vast opportunities within the world or in the nearby
countries by expanding their range of places where they actually host the event. According to the
reports, the festival has built a world of beer pavilion that has featured different types of great
brews from the different nations that include Ireland, Sweden, and other places. Similar to this,
the event is equipped with the opportunity to conduct their event at different places.
Digital marketing of event: - Promotion is one of the essential way through which event can be
promoted among the public. However, the ways of promotion are evolving across different
events due to which digital marketing of the event can be done (Dodson, 2016). The marketing
department of Toronto festival of Beer has the opportunity to do digital marketing that can be
done with the help of the use of online websites, e-mails, social media, and many other
platforms. This will effectively help in promoting the event through the online mode.
Threats
Emerging similar events: - The event has the threat from the other events that are emerging in
the market. These events include Atlantic beer festival, Calgary international beerfest,
Vancouver craft beer week festival, and many others (Durnford, 2016). These entire events are
considered as top events that can easily grab the attention of the audience that is a threat for
event because they will not be able to avail the maximum crowd.

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Regulations by government: - The successful operations of the event majorly influence the
regulations that are imposed by the government. There are strict guidelines for the audience who
are participating in the event should have age of 18+. In addition to this, the packaging and
labelling guidelines are essential to be considered by the government.
Marketing Objectives
The objective for Toronto festival of Beer is used for generating the awareness about medical
purposes that include heart and circulatory system which include coronary heart disease. This
awareness among the audience through the festival will focus on improve the awareness among
this festival.
In addition, the objective of the event is to improve the awareness among the people about the
daily capacity of the consumption of beer. This has been found that the daily consumption unit
for men is 3-4 units and 2-3 units for women. Further, the Toronto festival of Beer objective is to
increase the number of the places where the event take place as this will generate the awareness
not only about the event and about its activities towards the environment.
Marketing mix
The marketing mix includes the set of strategies that are formed by the Toronto festival of Beer
organizer with the motive to attain the marketing objectives (Shenkar, Luo & Chi, 2014).
Product
The event strategy for the product is to enhance the awareness for the event of beer and its
purposes, which majorly include the use of beer for the medical purpose (To Do Canada, 2019b).
However, the people will consume the beer consider its beneficial and work as the medicine but

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this is to inform that the it is essential for audience to be aware of the limit of beer that is
required to be consumed by them. Further, the event will be organised at different places of
Canada that will improve the awareness about the event. The event also introduces the reusable
plastic sampling tokens, and recyclable paper cups, which helps in securing the environment.
Price
The strategy of the price matters a lot when it comes at meeting the objectives and enhancing the
awareness about the event. The price, which is kept by the event for the beer, includes $40 to
$150 (To Do Canada, 2019a). However, the event needs to attain the marketing objective for
which the cost of the event will increase which will directly influence the price of the beer and
other services provided by event exhibitors.
Place
Place is considered as one of the essential activity which is required to be followed by the
companies. The marketing objective is achieved with the help of effective place strategy of the
event. The event awareness can be increased by introducing and conducting the event in the
various countries like Australia, China, Spain, New York and many others. Toronto Festival of
beer will be conducted at different places, which will support the company in enhancing the
number of audience. The increase in the number of audience will also bring the improvement in
the enhancing the objective as well as awareness about the environmental aspects. In addition,
this place strategy will attract different audience that include people who consume more beer and
people who consume less beer (Isoraite, 2016). Thus, this will help them in achieving the
objective of making the audience aware about the quantity, which is essential to be consumed in
a day.

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Promotion
The promotion tool helps in generating the awareness about the event and supports in achieving
the marketing objectives associated with the event. The opportunity that is present with the event
is to make use of the digital marketing. The event will be promoted with the help of different
social media sites (Lovelock, C. & Patterson, 2015). The event has its own website through
which not only the exhibitors but the audience also gets the awareness about the activities related
to the environment awareness. In addition to this, the festival is promoted with the advertisement
through different ways radio, television, hoardings, and many others.
People
The people include the people that are involved in conducting the event. People that are involved
in the event can do the voluntary involvement with this they remain experience which make
them capable enough to manage the event. The voluntary contributor include generally
experienced as well as fresh who dedicatedly want to work in event to generate the awareness
(TFOB, 2019a). These people generate aware through pamphlets and personal selling by
generating awareness about use of beer for medical treatment.

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Conclusion
In the end, it can be concluded that Toronto festival of Beer (TFOB) that is organised in Toronto,
Canada. It has been witnessed that the event has different operations in Canada but it is not able
to make its presence in the international market. Thus, this can be said that there is need of the
effective marketing strategies that are required to implement according to the objectives of event.
The objective is to generate the awareness about the effective use of beer for medical and daily
consumption of people with the increasing the awareness. The marketing mix strategy of place as
well as promotion is important to meet the objectives. The same has been discussed in the report
which the implementation of it in event.

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References
Baker, M. J. (2014). Marketing strategy and management. London: Palgrave Macmillan.
Chernev, A. (2018) Strategic marketing management. Chicago:Cerebellum Press.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns 1st ed.
Durnford, S. (2016).10 Must-Visit Canadian Beer Festivals. Retrieved from:
https://www.canadianliving.com/life-and-relationships/mediagallery/10-must-visit-
canadian-beer-festivals
Isoraite, M. (2016). Marketing Mix Theoretical Aspects. International Journal Of Research –
Granthaalayah, 4(6), 25-37.
Kotler, P. (2015). Framework for marketing management. India: Pearson Education.
Lovelock, C. & Patterson, P. (2015). Services marketing. Australia: Pearson.
Shenkar, O., Luo, Y., & Chi, T. (2014). International Business 3rd ed. U.S: Routledge.
TFOB. (2019a). Become An Exhibitor. Retrieved from: https://beerfestival.ca/become-an-
exhibitor/
TFOB. (2019b). Category. Retrieved from: https://beerfestival.ca/category/tfob-2018/
TFOB. (2019c). Entertainment. Retrieved from: https://beerfestival.ca/entertainment/

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To Do Canada. (2019a). Toronto festival of Beer. Retrieved from:
https://www.todocanada.ca/toronto/festival+of+beer/
To Do Canada. (2019b). Beer, Wine & Spirit festivals in and around Toronto. Retrieved from:
https://www.todocanada.ca/beer-wine-festivals-toronto/
Wilson, R.M. and Gilligan, C. (2012). Strategic marketing management. New York: Routledge.
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https://www.todocanada.ca/toronto/festival+of+beer/