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Understanding Marketing & Events Assignment

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Added on  2021-04-17

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In this report Risk Management in Event Planning, we will analyze Special events are the ones where numerous people gather in groups to watch or participate in something. The purpose of this report is to discuss the New York Fashion Week and the role, events play within their overall marketing strategy. Furthermore, Risk Management in Event Planning also highlights the risk management considerations they should consider while planning the overall event. We will analyze Events are the ideal technique of nurturing known prospects and helps in moving through the overall sales cycle. We will discuss The pricing decisions are the ones related to the selling and communicating to the potential consumers.

Understanding Marketing & Events Assignment

   Added on 2021-04-17

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Running head: UNDERSTANDING MARKETING AND EVENTSUnderstanding Marketing and EventsName of the Student:Name of the University:Author Note:
Understanding Marketing & Events Assignment_1
1UNDERSTANDING MARKETING AND EVENTSTable of ContentsIntroduction................................................................................................................................2Findings and Analysis................................................................................................................2Special Events: Defined and Classified.................................................................................2Marketing Activities undertaken by New York Fashion Week.............................................3Marketing Mix and how New York Fashion Week uses it....................................................4Event Promotion and Risk Management Considerations.......................................................5Event Promotion.................................................................................................................5Risk Management Considerations......................................................................................6Conclusion..................................................................................................................................7References..................................................................................................................................8
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2UNDERSTANDING MARKETING AND EVENTSIntroductionSpecial events are the ones where a large number of people gather in groups to watchor participate into something. It can be a function or say, occasion that aims to raise moneyby entertaining the visitors. There are various events whose sole purpose is to raise money forcharitable works. Lavish and large occasions are generally out of the small consumer groups’reach. Even in the partnerships with big event companies or sponsors, the small consumergroups steer clear as they believe that too much integrity of their groups may getcompromised due to alliances (Berridge 2012). The purpose of this report is to discuss aboutthe New York Fashion Week and the role, events play within their overall marketing strategy.In addition to this, the report throws light on the marketing mix used by the event series topromote their brand. Furthermore, the report also highlights the risk managementconsiderations they should consider while planning the overall event. Findings and AnalysisSpecial Events: Defined and ClassifiedA special event can be defined as some event in which a large number of visitors arebrought in together to participate or watch. Some of the characteristics of the special eventsinclude, food services, involvement of entrepreneurs or promoters, usage of temporary standsand others. There are various reasons why a special event is organized. Few of them are; toraise funds, to gain more publicity and brand value, to raise awareness, to gain or improvereputation or to recognize the people within the organization or say, successes. The specialevents can be broadly classified into private events, public events, sporting events and lastly,fairs and festivals (Bladen et al. 2012). However, within the special events category, there arevarious sub categories as well.
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3UNDERSTANDING MARKETING AND EVENTSThe private events include; parties and celebration, brand communication events,charity or non-profit events. Examples of such events are anniversaries, birthday celebrations,fashion shows, event launches or award ceremonies, bike rides, marathons and more. Thepublic events can be some national or community events, government events, parades ormass participation events. Examples of these types of events typically include some nationalevents like Macy’s Thanksgiving Day parade, New Year’s Eve celebrations, royal weddings,presidential inaugurations and more. Moreover, there are sports events as well whichtypically includes, NFL Super Bowl, Formula 1 Monaco Grand Prix and more. Lastly, theexamples of fairs and festivals include; Conventions, Winter Wonderland Festival, Virgin’sV Festival and more (Cerutti and Piva 2015).Marketing Activities undertaken by New York Fashion WeekThere are several marketing activities which the fashion events undertake in order topromote the event on the large scale. The pre event page is the most crucial activity whichevery marketer should keep into consideration. Majority of the event organizers forget tocreate a page and try to make it live in order to capture the interests of the people. This is themost common mistake made by the organizers. However, by creating a pre event page, themarketers will have a central page for driving the people and capture leads as well as earlyinterest (Ferdinand and Wesner 2012). The pre event marketing strategy will let the people know about the mission statementof the event. Moreover, getting on the social media is very important for creating amomentum for the event promotion, spreading the mission and building the community. Inaddition to this, the event marketing partnerships will also play a crucial role into the successof the event. The events play a major role within the marketing strategies undertaken by thecompanies. Events are the ideal technique of nurturing known prospects and helps in movingthrough the overall sales cycle. The marketing and communication department generates
Understanding Marketing & Events Assignment_4

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