CEM 160 - Week Five

Marketing
Marketing Strategy
11.03.2014

Marketing highlights benefits and USP

**What you are going to do and how
-Advertising
-PR

1) Vision and Mission(more detail) say where your idea came from
2) Content and Analysis
3) Set SMART Objectives
4) SWOT  Analysis
5)Positioning and Marketing Mix  - PR/Media/Advertising
6) Evaluate - Successes and Likelihoods

VISION AND MISSION
Communicate clearly
Long term aim (Vision)
Describes in detail how to achieve the vision (mission)

CONCEPT AND ANALYSIS
Strong concept and purpose
Celebrating
Showcase activity
Mark historic occasion
Hosting competitive sport
Encourage visitors
Encourage community
Opening or launch
Raise community profile
Attract more customers
Convention or conference
Celebrate success
WHAT AND WHY - BACK UP EVENT CONCEPT

Consider
Unique - What
Demand
Resources
Community/authority have to buy into it
Financially viable
Sustainable - legacy
Potential for growth

ANALYSIS - Factual
Review reasons for event
Is the event still relevant?
Have the vision or mission or objectives changed?
Does it still have support?
Can you build on previous success?
What areas can be developed further?
How can interest be maintained?
Is there potential to attract new audiences?
Has marketing worked?
Need to widen scope?
Has the event reached capacity?
How will you maintain or extend the financial viability?
Should you be looking at the completely new event?


SMART
Outcomes in sequence by dates sand in what magnitude
S- where from/how many?
M- record - eg tickets
A- Capable of being reached
R- Important to event?
T- Start and completion
*Social benefits
*Community development
*Audience satisfaction
*Growth
How objectives underpin vision and mission

OBJECTIVES
Outputs and inputs
Objectives should outline intended impacts of outputs
EFFECT NOT PROCESS

Cognitive - thoughts and reflection and awareness
Affective - feelings and emotional and reaction
Connotative - behaviour and actions or change

To:
Increase
Decrease
Maintain

Outcome:
Knowledge
Feelings
Behaviour

SET MAGNITUDE OF CHANGE
SET DATE

STAKEHOLDERS
5 W's - Feasibility/viable/sustainable
*SWOT* - Comprehensive/how to implement - alternative marketing - prioritise issues

POSITIONING - unique benefits:
-Reputation
-Key elements of programme
-Special interest area
-Experience
-Unique element
-Something different or better

MARKETING MIX
Product
Price - Cost of attendance - parking/food/drinks/transport
Place
Promotion

EVALUATE
Debrief
Collecting feedback

CEM 140 - Week Five

Understanding Cultural Organisations
Event Delivery and Operations
10.03.2014

Product Vs Process
What is the product?
What impacts does the process have on the product?
Is the process any use without the product?
Is the process adding value to the product?

Operations Management
Health and safety
Licensing
Transport to the site
Transport on site
Passes/name badges
Scheduling
Technical - AV/sound/lighting
Décor
Fire safety
Route lighting
Work permits
Security
Power supplies
Water supplies
Food/drink
Stewarding
Security
Risk assessment
Waste assessment
Parking
Briefing
Sourcing materials
Supplier contracts
Child protection
First aid
Way-finding
Talent booking
Hair/make up
Staging
Accessibility
Equipment
Exhibits
Concessions
Merchandise
Marketing
Shelter
Supply chain:
Supplier
TO
Manufacturer
TO
Logistics
TO
Distribution
TO 
Retailer
TO
Customer 
* Evaluation and Financial Reconciliation *

LOGISTICS

VALUE CHAIN

MASLOW'S HIERARCHY OF NEEDS
*Must deal with lower needs of survival before concern about other needs


Hygiene Factors - 'To avoid pain'
-Policy
-Relationship with supervisor
-Work conditions
- Salary
- Company car
- Status
- Security
- Relationships with subordinates
- Personal life

Motivation Factors - 'To grow psychologically'
- Achievements
- Recognition
- Work itself
- Responsibility
- Advancement

CEM 150 - Week Four

Professional and Practical Engagement
Different Perspectives in event Planning
3.3.14

De Bono - Different 'hats' to analyse events

• Analytical thinking
• Emotional dimension - feelings
• Weaknesses and limitations - caution 
• Positive thinking - benefits 
• Creativity and innovation 
• Control and coordination 
• Fairness - equality and diversity 

PASCAL - Head Heart Habit - Pensees 

• Motivates peoples behaviour 

REFLECTIVE WRITING

Reflection on action and reflection in action 

Deep unpacking of what you are focusing on

Topic

When

Who 

Where

What

Why

How

What If

So What

What Next

Pin down experiences - BLOG

Not too descriptive

Balance analysis and description 

Honest

Disclosure 

CEM 140 - Week Four

Understanding Cultural Organisations
Financial Management
3.3.14
http://learningspace.falmouth.ac.uk/course/view.php?id=336&section=5

Legal Aspects
Prevent fraud
Prevent exploitation
Encourage and regulate payment of tax
Vary nationally and regionally
Good governance

Financial Act 2012


Business Bank Account

• Business type will influence decision 
• 14 days to process
• Determine business - even as sole trader

Registered as self employed?

Register online 

Self assessment 

National insurance 

PAYE if people work for you 

VAT - Value added tax

20%

Charge VAT on tickets 

Quarterly tax

4 Phase Business Cycle - Varies over time
Prosperity 
Recession 
Trough 
Recovery

3 Types of Production
Land - natural - limited supply 
Labour - human input- not all paid
Human Capital - quality of human input *education, training and health*
Entrepreneurs - Specialist form of labour input 

Demand and Supply
Demand Curve - How many products consumers would like to buy?
Higher price = Lower customers 
Necessities and luxuries - vary from person to person 

Supply Curve - Think as a producer not a consumer 
Opposite of demand curve 
Price and quantity is a positive relationship 
To increase supply - more shows or new site 

CEM 160 - Week Four

Marketing
4.3.14
Pitching to Clients

PRACTICE 

• Audience 
• Location 
• Duration 
• Content/message
• Structure 
• Delivery Methods 
• Practice
• Do's and Don'ts

Audience 

Who will be there?

Research

Who else might be pitching?

Who's attending from the company?

Match numbers/skills

Clients Corporate Style 

Location 

Facilities 

Capabilities 

Room Size

Preparation 

Methods

Structure of Proposal 

Mind Mapping

A4 - Event Proposal - Mind Cleaning - 2 Minutes 

A5 - Plan - Why am I Pitching? - 4/6 Headings to Cover 

A6 - P for Purpose - One Word. P for Plan - 4 Words to Denote

Timing 

Plan of Action 

• Understanding the brief 
• One on one phone call
• One email]
• One meeting
• Get as much information a possible 
• Presenters
• Key attributes for pitching 
• Who are you?
• First impressions 
• Structure 
• Create concept
• Beginning/middle/end 
• Dynamic Delivery
• Experience message 
• Task descriptions 

Questions 

1. What type of event?
2. Number of people?
3. Date
4. Budget
5. Locations
6. Venue sourcing 
7. Company visions and values
1. aims and objectives
8. Key messages and themes 
9. Point of contact or decision maker 
10. Product details and Unique selling point
11. Previous events - Successes and failures
12. Expectations and current ideas
13. What will make the event a success?
14. Who will attend the pitch?
15. Who else are they approaching?
16. What do they want to achieve?
17. Requirements

Beginning 

• Making the first impression count 
• Interesting title 
• Credentials 
• Purpose
• Process - Powerpoint 
• Opening Technique 
• Hook 

Middle 

• Purpose and objectives 
• Audience experience and knowledge
• Methods of multi media
• Content 
• Essential details or details that can be missed - handout 
• Question and answers

End

• Incentive 
• Call to action 
• Summary 
• Benefits
• Leave with open question 
• Alternative options 
• Write the ending 
• Reminder of speech 
• Short conclusion 
• Thank audience 
• Invite audience to ask questions 

DYNAMIC DELIVERY 

Be Yourself 

Smile

Introduce Yourself 

CEM 150 - Week Three - Seminar

Professional and Practical Engagement
28.02.2014

Sponsorship of Events
Can be monetary or inkind
Central to revenue and resources of new and continuing events

Sponsorship is a strategic marketing investment mad by a sponsor
Not a donation or grant
Working business partnership
Sponsors get direct impact on brand or sales

Can Cover:
Naming Rights
Media Coverage
IT Support
Physical Items
Travel
Speakers
Staging/performing costs
Telecommunication
Overall Sponsorship
Food/beverage
Entertainment

Motives:
Brand/corporate/social Objectives
Product/brand Related Objectives
Corporate Hospitality
Media Coverage
Sales Objectives

Evaluation:
Demonstrate Gains
Value of Free TV
Column in Press
Consumption of Goods at Event
Purchase of Merchandise at Event
Spectator Figures
E-Activity
Sponsor Survey
Product Survey

Fit for Purpose:
Festival = Drinks Sponsor
Timing
Nature of Event fits with Aims of Sponsor

Proposal:

• Tailor to Business Category 
• Partnership
• Minimise Risk 
• Media
• Sell Benefits not Features 

CEM 160 - Week Three

Marketing
25 February 2014

Guest Lecturer: Amy Weeks
Event Design and Proposal

Process

Brief 

Understanding 

Mind Map 

Get Creative 

Proposal 

Presentation 

Use the 6 segment model:

STRATEGY - SMART STEEP SWOT. Main Aims and objectives

CONTENT - The design

PEOPLE - Stakeholders and how they will be engaged. Use stakeholder analysis: influence X interest

OPERATIONS - Provisional schedule. Health and safety. Don't show a full risk assessment without showing how you'll over come the risks, you don't want to highlight any problems.

FINANCE - Budget(Projected in proposal)/Fundraising/Sponsorship/Income - include in kind sponsorship with monetary value.
Deciding on supplier - Value for money - 3/4 quotes and ask for competitive prices
Add 5-10% safety blanket just in case

MARKETING - Marketing Strategy/Target Market/Statistics to back up Proposal-Market Research/How to reach Target Market
Checklist:

• Marketing Objectives - SMART 
• Communication Strategy -  What to communicate 
• Marketing Tools - How to reach
• Key Strategies/Initiatives *Before/During/After*
• Budget Plan 

Finally - Include: 

Evaluation - How to measure success - evaluation plan

Sustainability - Plan - local sourcing, recycling, car shares 

1/2 page on each section -  6 or 7 pages all together