Bespoke Events: Marketing Plan for Tourism and Heritage Management

This report presents a marketing plan created for Bespoke Events, a leading event design and production company in London. The plan focuses on increasing customer engagement and sales for events held in London. The report begins with an introduction to tourism and heritage management, followed by a detailed marketing plan. The marketing plan includes business objectives, marketing priorities, goals, strategies (pre-event, event launch, day-to-day, and last-call), key actions, and risk assessments. The plan aims to attract a large number of visitors and provide them with memorable experiences. The report discusses various strategies such as registrations, brand impressions, marketing goals, impact, output, and activities. The marketing strategy emphasizes social media, innovation, and partnerships. The conclusion summarizes the importance of a well-structured marketing plan and the significance of considering personnel skills, budget, and timelines. The report references books and journals related to tourism and heritage management.

Tourism and Heritage
Management
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Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY...................................................................................................................................3
A: Create a marketing plan for an existing tourism, hospitality or events product/service to
increase customer engagement and sales during any chosen Event in London in 2019. ......3
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Tourism and heritage management is concerned with the oversight of all the activities
related with the tourism and hospitality industries (Algafri, 2019). It is a multidisciplinary
approach that helps to prepare the people as per their interest, experience and training for
management in the field of food, accommodation and stay services in order to serve consumers
in best possible manner. The respective report is based on the Bespoke events which is the
leading event design and production company in the London and possess more than 30 years of
experience. Respective report is based on the Marketing plan of an event that held in London
which is the huge range of activities for visitors. In that regards the major responsibility is to
offer something different to keep the crowd entertained by providing cherished memory in the
minds for years.
MAIN BODY
A: Create a marketing plan for an existing tourism, hospitality or events product/service to
increase customer engagement and sales during any chosen Event in London in 2019.
Marketing plan is the overall part of business plan and strong marketing strategy is the
foundation stone of the well written marketing plan in order to gain desirable outcomes
(Asmelash and Kumar, 2019). Marketing plan consist of the list of actions without using a
strategic foundation to deliver the chain of activities to the individual to perform in best manner.
In respective report as a marketing manager in Bespoke events which is a leading company of
events, so major responsibility as a marketing manager to provide the best marketing plan for the
event. The event is in London which is city of events and festivals where every year huge range
of activities for visitors along the river Thames. The event offer something different to entertain
the crowd by ensuring that they retain with oneself cherished memory in their mind.
Here are the important attributes of marketing plan are as follows:
Business objectives states about the what the company wants to achieve, the major
objective is to attract the large no. of people by offering the different things and attributes. The
another main objective is to provide delighted experience that remain in mind for long time. The
primary objective is to enhance the consumer engagement by the 25% for gaining profitability.
The another objective is to increase the sales during the event by 30% for achieving
sustainability.
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Marketing priorities is very important After setting the business objectives it is very much
important to set the priorities of the business, in respective section marketing leadership team of
Bespoke events by outlining efforts by setting priorities and factors that not support them.
Registrations is very much important for the event as it is one of best source of income
and also provide data regarding consumers interest (Bec and et.al., 2019). In context of Bespoke
the first priority is to raise the registration rate for which they use both online and offline tool in
order to reach at large no. of consumer base.
Brand impression for Events and social media is one of the most important that a event
organisation needed to focus, in context of Bespoke events they by focusing on social media to
track the consumers interest and accordingly provide facilities. Respective event already possess
brand loyalty in market so Bespoke by using respective characteristic can be able to reach at
large no. of consumers.
Marketing goals are the expansion of marketing priorities that are quantifiable in nature
that support the greater business objectives. In context of Bespoke Events the marketing plan is
to make the success of event. The marketing goal is to Promote the event by using various
promotional tools in order to enhance consumer engagement by 25%. the another marketing
goal is to Bring innovations in the existing product to enhance Sales by 30%.
Impact is the effect of business goals. In context of Bespoke events they by using the
various kinds of tools such as social media, workshops, trade shows and live streaming events
that directly influence the decision of people to register oneself for the event.
Output is the result of actions, in context of Bespoke Events the major output that as
people show their interest towards the event and it gradually enhance the no. of registrations that
directly increase sales.
Activity refers to the no. of actions taken to succeed in event, in context of Bespoke
events firstly by conducting the Research and development to acknowledge about consumers
taste and preferences in order to provide services accordingly. In competitive consumers are very
much demanding they bring new concept for the event that in UK Population grew and they
favour vegan products. So the new innovation that event provides plant based diets to plan and
adjust menus accordingly.
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Readiness which shows how the team members ready for taking actions. In context of
Bespoke they by distributing the roles and responsibilities properly as per the skills and
capabilities of an individual in order to reap important outcomes.
Marketing strategy is the approach and continuous efforts of marketing team in order to
achieve goals and objectives (Comer and Willems, 2019). In context of Bespoke event they
divide the marketing plan of event on respective basis that are as follows:
Pre event marketing strategy In context of Bespoke events they plan for the event by
setting objectives to reach at large no. of consumers positively (Dans and González, 2019). Pre
event they create event page by capturing interest by centrally create registration page to drive
people attention. By creating the social media announcement to create the momentum for
promotion of event to deliver mission of it. Then they by write out mission of event on the blog
so that people can find out areas of interest in it and take decision. The last effort is event
marketing partnerships that is very much important in success of event. They collaborate with
sponsors, vendors and media partners.
Event launch strategy the major strategies at the time of launching the event in London market is
to send the launch mail on the potential consumers at the prime time including those are pre
registered. The another step that they contact with press coverage that enables to amplify beyond
the event network that enhance ticket sales and no. of people attending event.
Day to day strategy In context of Bespoke events the day to day strategies of the
organisation to gain success is that they on daily basis blog on the organisational site enables to
reach new audiences (Filipe, 2019). The one of best way is through guest posts or by creating
thoughts on event is one of best way to enchant consumers. The another major strategy of day to
day is that Bespoke on daily basis spend certain time on their budget on real time basis. The
another important strategy which adopted by Bespoke to generate interest and engage attendees
about delivering information about who speaking at the event. Respective information not only
create about the sense of crown but also what they expect to learn from event.
Last call event marketing strategy to gain success it is very much potential to prepare
strategies to call finally audience. Here are the major strategies used by Bespoke events that is
they by posting final blogs, update on social media and delivering emails on potential consumers
in more urgent and sales focused approach that create a effective kind of relationship with them.
With it is the appropriate time to convert long term strategy into selling tickets. The important
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part of strategy is word of mouth as Event of London is very much popular in between the
audience so by using respective strategy organisation can be able to reach at large no. of
consumers. In the last moment to influence the decision of consumers Bespoke events contact
with the influencers that mould consumers thoughts.
So from the above discussion it has been evaluated that to make the event successful merely a
strategy not work for the whole event but on every step some new strategies and thoughts takes
place.
Key actions are the specific kind of efforts that taken by marketer to execute strategy in
proper manner (Jelinčić and Mansfeld, 2019). In context of Bespoke events they by assigning
the roles and responsibilities to the individual as per their skills and capabilities in order to gain
desirable outcomes from them. After assigning the roles and responsibilities by using various
kinds of tools they track the activities of individual that are as follows:
Event technology With the help of event technology by including the ticketing partner, event
app and Customer relationship management is the important kind of tools to capture the
information such as no. of tickets sold, revenue from sales and many more (Opačić, 2019).
Social media to bring plan into actions social media plays very much important role by
formulating their own metrics on dashboard in which important information should be recorded
by determining effectiveness of campaign to yield best results out of it.
Dependencies and risks are the major part of the marketing plan in order to eliminate the
potential hurdles in order to gain the desirable outcomes (Surugiu And et.al, 2019). In context of
Bespoke events while they significantly coordinate the launch activities and actions with the
teams such as the product engineering, sales and support of consumers in order to gain the
desirable outcomes. The major kind of risks associated with the planning of the event that is loss
of reputation that proved very much harmful for the Bespoke Event. While an organisation not
review their budget on regular interval it can harm their attention on key areas and activities
resulted hindering the objective behind it. So it is very potential to identify the major areas and
put one of best efforts to eliminate them properly.
CONCLUSION
From the above report it has been summarised that marketing plan plays very much
important role in the plan each and every activity in very much systematic manner to reap
important outcomes. For an organisation it is very much essential to take care some important
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aspect such as skills of their personnel, budget for the works and activities, time period to
accomplish it in proper manner. Marketing plan systematically arrange the activities in order to
plan and assign the works and responsibilities to the personnel for gaining desirable outcomes.
So it can be said that planning and assigning work plays very significant role within the
organisation.
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REFERENCES
Books and journals:
Algafri, M.A., 2019. Cultural heritage and sustainable tourism development in Syria.
In Экономическая наука и практика(pp. 42-45).
Asmelash, A.G. and Kumar, S., 2019. Assessing progress of tourism sustainability: Developing
and validating sustainability indicators. Tourism Management, 71, pp.67-83.
Bec, A. and et.al., 2019. Management of immersive heritage tourism experiences: A conceptual
model. Tourism Management. 72. pp.117-120.
Comer, D.C. and Willems, A. eds., 2019. Feasible management of archaeological heritage sites
open to tourism. Springer.
Dans, E.P. and González, P.A., 2019. Sustainable tourism and social value at World Heritage
Sites: Towards a conservation plan for Altamira, Spain. Annals of Tourism Research.
74. pp.68-80.
Filipe, K.C., 2019. Community Based Cultural Heritage Management: A Stepping Stone
Towards Sustainable Cultural Tourism. A Case Study of Vilanculos, Inhambane
Province, Southern Mozambique. Studies in the African Past. 7.
Jelinčić, D.A. and Mansfeld, Y., 2019. Applying cultural tourism in the revitalisation and
enhancement of cultural heritage: An integrative approach. In Cultural Urban
Heritage (pp. 35-43). Springer, Cham.
Opačić, V.T., 2019. Tourism Valorisation of Cultural Heritage. In Cultural Urban Heritage (pp.
181-196). Springer, Cham.
Surugiu, M.R. And et.al, 2019. Training for Heritage Promotion in Rural Areas. In Caring and
Sharing: The Cultural Heritage Environment as an Agent for Change (pp. 251-259).
Springer, Cham.
Vasile, V., Vasile, V. and Jones-Sepulveda, 2019. Caring and sharing: the cultural heritage
environment as an agent for change. Springer International Publishing.
Online:
Bespoke events, 2020. [Online]. Available through. <https://www.bespoke-london.co.uk/>.
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