The Six Ps of Event Marketing: A Comprehensive Report

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The P’s of Event Marketing
Assignment 1 – The P’s of Event Marketing
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The P’s of Event Marketing
Q1. Which marketing mix elements are commonly included when discussing events?
Marketing management plays a crucial role in promoting products or services of any
association. In the given scenario, managers are planning to launch an event thus to place it
effectively at the marketplace to attain and retain the interest of customers at large extent.
Therefore, to promote this event, associated members are planning to acquire six Ps of the
event marketing mix with an aim to make the event customer-focused and research driven.
Following is given six Ps of event marketing, such as –
Product – A product encompasses with services or offerings of an organization which can be
tangible and intangible form. The orthodoxy of event management is a business of
transformation, innovation and experience. An event involves many things in a single time,
and it is wholly depended on event manager how he or she adjusts them in an effective
manner (Crowther, et. al., 2015). For instance – in a musical fest people want to see specific
acts beside this, infrastructure is also considered under the product category in a product.
Other services of an event are – online tickets and website that must be managed in a proper
way.
Price – It entails with the price or amount that much a company is charging from attendees
for the event. While deciding the rates for the game, associated managers have to determine
the cost occurred in launching the event; costs should be able to influence the management
and also provide some profits to it. Many marketers are being used variable pricing policy
which appears to be an intensify strategy and dominance of the Internet. Effective prices are
enabled to attract visitors to attend an event, for this they can also use online targeting
mechanisms.

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The P’s of Event Marketing
Place – In the event marketing process, venue of the event is equivalent with the idea of
packaging supermarket brands. Selection of venue should be decided as per the convenience
of visitors as many people come to visit it. The prime motive behind this is to increase
gathering at the event to improve its effectiveness, thus to select appropriate place managers
can also conduct market research and determine which area is most suitable to people
(Domegan, et. al., 2016).
Promotion – It is essential for managers to acquire effective promotional and advertising
activities which bring out an event forward to the attention of a wide range of clients. In this
relation, the concept of E-marketing is most suitable concept whereas online communication
channels, i.e. social media sites, direct marketing, e-mails etc. would be able to promote an
event among a large group of customers.
Process – It consists of specific mechanisms of booking of an event. In this modern era,
marketers use online booking channels for ensuring reservation. Selection of procedure is
associated with the amount which is charged to the customers (Glassman, et. al., 2018).
Website of the event plays a vital role in this procedure, for example – if it is dull and
monotonous then it cannot attain customers.
People – It involves operatives who come into direct and indirect manner while organizing an
event. Sometimes, it is quite difficult to analyze the influence of these people which are
encountered in event marketing.

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The P’s of Event Marketing
References
Crowther, P., Bostock, J., & Perry, J. (2015). Review of established methods in event
research. Event Management, 19(1), 93-107.
Domegan, C., McHugh, P., Devaney, M., Duane, S., Hogan, M., Broome, B. J., ... &
Piwowarczyk, J. (2016). Systems-thinking social marketing: conceptual extensions
and empirical investigations. Journal of Marketing Management, 32(11-12), 1123-
1144.
Glassman, T. J., Castor, T., Karmakar, M., Blavos, A., Dagenhard, P., Domigan, J., ... &
Kucharewski, R. (2018). A Social Marketing Intervention to Prevent Drowning
Among Inner-City Youth. Health promotion practice, 19(2), 175-183.