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