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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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1. Introduction

Event is a communication instrument that is widely used by companies to introduce themselves to their audiences. The use of events that are used as company promotion tools is often considered more effective than allocating money to advertise in mass media. Compared to other marketing communication tools, an event that involves a targeted audience is a powerful publication tool for the company. In addition, event can also encourage the spread of word of mouth activities about brands because it involves emotional audiences. Organizing events by companies is usually done in the form of sponsorship. Therefore, the implementation of the event should be done with careful planning so that the company's goals in organizing the event can be achieved.There are several definitions that discuss the event. One of them is that the event is defined as an activity that is held to commemorate important things throughout human life either individually or in groups that are bound by custom, culture, tradition and religion. Events are held for specific purposes and times and involve community groups.

According to Schmitt (1999) which describes the event as a marketing communication media that focuses on consumer experience to interact directly with brands, companies and communities. Visitors can get closer and more familiar with an event and brand by interacting directly. Shimp, T  (2003) argues, brand activation is one form of brand promotion that brings closer and builds brand interaction with its users through entertainment activities, culture such as organizing events (Shimp, 2003). Brand activation aims to improve communication with consumers in a better way and of course the communication formed is expected to increase sales and can also position the brand in a certain position according to the willingness of the company or community. Consumers will be closer to the product, the community and will determine one's attitude or decision. Attitudes will determine the thoughts of consumers to like or not to an object and see whether consumers will move closer or away from the object. Attitude is an evaluation of emotional feelings and tendencies of actions that are beneficial or otherwise and long lasting from someone to an object. Communities and companies organize events that aim to entertain, introduce and promote a region. Organizing events that are unique and different from other events will attract an audience to see the activities or festivals and increase the number of domestic and foreign tourists. In organizing events or festivals, several steps are needed, namely research, design, planning, coordination with the committee and parties that support the event and evaluation. Events involve people associated with it, both organizers, participants and visitors. In addition, in the event an event manager is needed who plays an important role and is responsible for organizing the event.

Events have several characteristics, because each event must have its own characteristics. Event characteristics are similar to services provided by other service industries. These characteristics consist of uniqueness, perishability, intangibility, atmosphere, service and social interaction.

a. Uniqueness

The main key to event success is the development of ideas. If organizer can realize the idea in accordance with the desired expectations, then the event held has its own uniqueness. The essence of organizing an event is to be unique and and usually emerge from ideas. Each event must be different from other events.

b. Perishability

Every event held will never be the same. If the event held has a uniqueness, of course the event cannot be repeated exactly the same as the previous event. Perishability relates to the use of facilities in organizing events.

c. Intangibility

Intangibility is related to the experience that visitors get from organizing events. This is a challenge to change the form of intangible service that becomes something tangible, so that even the smallest form used in the event can change the perception of visitors.

d. Atmosphere and service

The atmosphere and service are important characteristics during the event. Events that are held with the right atmosphere will produce great success, but otherwise event failure results from an inappropriate atmosphere.

e. Social interactions

Personal interactions from visitors are the key to success organizing events, for example in organizing the Fuse an event by the Binus University International, the audience or visitors do not just sit to enjoy music, but also create an atmosphere to be more alive. Spectators participate like singing together.

1.1 Event Management

Event management is an organization of activities that is organized by communities or institutions that are managed professionally, efficiently and effectively from planning, implementation to completion of activities. Each event aims to market or promote an event on a predetermined target, namely the person who attended the event. The main key to an event is the visitor or audience who understand the benefits to be gained through an event.

In management there are several functions. According to George R. Terry (2010), functions are divided into four, namely:

a. Planning

Planning is the determination of work that must be carried out by the group to achieve its intended purpose. Planning includes decision-making activities, because it includes decision alternatives. The planning function identifies that at in management, there needs to be appropriate planning to achieve the determined targets for the short and long term.

b. Organizing

Organizing is done to collect and organize all the necessary resources, including humans, so that the desired work can be carried out successfully. This function focuses on ways, so that the planned targets can be implemented, namely by using a group of committees or communities.

c. Actuating

Implementation is an attempt to move group members in such a way that the group wishes and strives to achieve the objectives that have been prepared or planned. An idea or concept that has been planned by a community or institution with assigned tasks and hierarchy will not be active without being triggered regarding the implementation of the tasks within the organization. Therefore, in order for the organization to run well and smoothly, guidelines, instructions and provisions are needed.

d. Supervision (controlling)

Supervision is the discovery and application of methods and tools for guarantee that the plan has been carried out in accordance with the plan, instructions and established principles. This means that weaknesses can be found, then repaired and intercepted so as not to happen again.

The four management functions that have been described above, show how important the role of management is in realizing organizational goals. In practice, events are often found  do not go as expected. The main cause is poor management factors. Management practices show that the functions of management activities (planning, organizing, actuating, controlling) directly or indirectly are always concerned with humanitarian elements, planning planning, organizing regulating the human element, actuating the process of moving members of the organization and controlling it so that management always improve the results of his work.

1.2 Types of Events

● Corporate Events

A corporate event is basically a gathering that involves business members. It includes clients, business partners, and even employees. It is an event that is more formal in a way. Nevertheless, it could be both profitable or non-profitable.

Down below are the examples of Corporate Events:

a) Product Launches: Event that is held to introduce specific product, usually a brand new product. (Example: Samsung Phone Launch Event)

b) Trade Shows: A kind of exhibition that is organized to demonstrate product and services. (Example: Market Trend Exhibition)

c) Business dinners: Dinners that are held to discuss business matters, could be anything relating to the work process or even business outcome.

● Private Events

A Private Event is called private for a reason. Private in a way that the guests that are allowed to attend the events are the ones who got the invitation. It usually could not be attended by people who do not get the invitations.

Down below are few examples of Private Events:

a) Wedding dinners: Basically an event of having dinner after the wedding ceremony. Attended by guests that have the invitation. The guests’ crowd depends on how many invitations do the event planner send.

b) Wedding anniversaries: An event of celebrating the yearly date of a wedding. Could also be monthly, depends on the married couple that helds the event.

c) Birthday parties: Event that celebrates birthday.

d) Festival gathering: Event that is held on a festival season, could be a music festival, or just gathering to celebrate the festival season. (Example: Cologne Carnaval Season Gathering Event, Germany.)

1.3 Event Managers and Event Planners

Based on the titles, managers and planners are two different things. Managing means having the authority to control certain aspects in order to achieve an individual or group goals. In this case, the goal of the event itself. Planning means arranging a design or pattern before taking any actions to have the result more measurable and increasing the chance of achieving the goal more possible.

The typical job roles for an Event Manager are,

a) Developing the process of delivering the projects from scratch until the they are delivered.

b) Manage to deliver the events punctually, and make sure that the budget is enough.

c) Controlling the guidelines and roles on every process.

d) Efficiently lead and give motivations to the team

e) In charge of maintaining the budget from the beginning until the end of the event.

f) Making sure that the event ensure the customer satisfaction.

g) Setting, and maintaining timelines and priorities throughout the event.

On the other hand, Event Planner’s typical roles are,

a) Designing the main structure of the events, before implementing them for the event based on the structure that has been made.

b) Analysing clients’ needs and wants. Clients or event audiences.

c) Making sure that the event will lead to customer satisfaction.

d) Arrange all the details such as decoration, food caterings, entertainments, transportations, venues, invitations, equipments and accessories needed for the event.

However, both managers could manage and plan at the same time. But usually Event Managers are more in charge in managing process of an event, while Event Planners tend to be more in charge in terms of planning the event. Nevertheless, both have the same important role in the process of any event. As long as both roles align together in harmony to achieve the customer satisfaction and goals of the event.

1.4 Event Budget Management

In helding an event, budget is one of the most crucial parts. Without a proper budget, an event could be delayed and canceled. It is like the main core of an event. Dealing with budgets could be challenging for all the event’s team members, especially for the Event Manager. There are ways to manage the budget in order to have a positive and satisfying event outcomes. First, start the process of budgeting as early as possible. If wanting the event to be more sensible and realistic, setting a rough budget is essential (Kelly, 2017). Moreover, managing to always update the event budget as often as possible. In budgeting, being realistic by acknowledging the negative aspects could also help in preparing for the unexpected incidents. By acknowledging the most awful incidents, could decrease the chance of them to happen. Last but not least, to always prepare a thorough research on the details of the events. The details of the events that include the decorations, venues, and the audience of the events. Therefore, it will ensure the outcome to be as close as expected.

1.5 Event Time Management

Making a time frame for each process of the plan. Using the technique of visualizing the desires and cravings for the outcome is going to be effective for managing the time more efficient (Allen, 2000). Without a good time-management, the outcome of the event tend to be more different  from the event expectations. First, to make analysis of the tasks and making sure that every job gets done on time. Structuring the process of the work could also save time and make the use of the time as effective as it could. In this era of technology, it will also be very useful for time saving by using technology as part of the process. It’s also interesting how a work-life balance could affect the productivity of managing time. With a content state of mind, the timeline tend to be more relaxed and achieved punctually. Because it reduces the stress and pressure of the workers that may lead to more adequate environment.

2. Brand Awareness

Brand Awareness is a consumer's ability to identify a brand with certain things (symbols, sounds, images, etc.) in making a purchase. Brand awareness does not require a consumer to remember the name of a brand, but only to remember the small things of a brand, for example in the form of symbols, symbols, sounds, colors and so on. Brand awareness plays a role in influencing consumer purchasing decisions. Consumers will choose a product that is known better than buying a product that they have never heard of. Brand awareness is the first step to building a product brand. The most important aspect of brand awareness is the form of information in memory in the first place. A brand memory brand awareness is important before brand association can be formed. When consumers have little time to consume, proximity to brand names will be sufficient to determine purchases.

Brand awareness is formed by several factors, for example by the presence of advertising and word of mouth (Hoyer and Brown, 1990). Brand awareness has an influence on consumer choice. It has an effect on consumer decisions to buy a product (Keller, 1998). Research conducted by Hoyer and Brown (1990) states that brand awareness is the most common choice tactic among consumers who are not experienced in making decisions to consume a product. Consumers who are aware of the existence of a particular product as their choice try to choose a well-known brand even though the choice has a lower quality than other brands that they have not yet known.

The definitions of experts regarding brand awareness can be concluded that brand awareness is the general purpose of marketing communication, the existence of high brand awareness is expected whenever the needs of the category arise, the brand will be reappeared from memory which is then taken into consideration by various alternatives in decision making. Brand awareness shows consumer knowledge of the existence of a brand.

2.1.  Quantitative Measure of Brand Awareness

Conducting the quantitative measure of Brand Awareness could be by using diverse methods. The methods that could be implemented in measuring are:

• The Website Traffic Measure

This could be an example of measuring by using the direct traffic method. It is done by calculating the result of how many people typed the link of the company’s website. In return, the company will know how the marketing strategies are affecting the traffic of people who are visiting the website.

• Social Engagement

Social Engagement measurement is to see how many feedbacks from customers are received. In this era, it could be likes and followers in social medias. Social medias could be facebook, instagram, twitter, and other social media platforms. By knowing the engagement of customers through direct or indirect contact would help the company analyse the negative and positive aspects. Therefore, the result of negative and positive aspects known could improve the content of the marketing process to be more effective.

2.2.  Qualitative Measure

While qualitative measure could be done by using online monitoring tools.

● Online Monitoring Tools

One of the online monitoring tools are SurveyMonkey, or TypeForm. It is very helpful to use those kind of platforms in knowing the process of customers involvement in giving feedback and recommendations. Moreover, by using these monitoring tools could also see the brand using the customer’s point of view which is more adequate in improving the product or services of the brand.

3. How Event Management Could Increase Brand Awareness

Brand awareness event is one of the Corporate Events. In this event, usually a company would held the event just to let customers notice the brand that they are selling. There are a lot of ways to implement a brand awareness event. A company could also just be the sponsor of an event, to introduce their brand to customers. The good management of an event could increase the brand’s awareness in many aspects. The keys are by planning, organising, leading, and controlling the event using the organizational sources in an effective and efficient way. Therefore, the chance of having a successful event to introduce the brand will increase.

Example of a company that often held successful band awareness events is the Body Shop. Body Shop, is a United Kingdom based company. Founded in 1976, Body Shop is actually a company that sells beauty products. Different than the others, Body Shop always prioritize the environment when selling their products. They take the importance of healthy environment very seriously. The company’s consultants in the UK even raised over than £50,000 per year collected from donations and fund raisings at their parties.

For example, down below is one of their campaign advertisement.

The relation to event management is that usually before and after they introduce their campaign, they held an event to gather people in order to collect donations and funds. Therefore, people would recognize their brand. Because usually they collect the money from every product purchased, not in cash. In this process, managing the event would really make a huge differences in the outcome of this campaign. First, by planning the agenda thoroughly so everything will go smoothly on the event day. Second, the most important aspect is the target customers. By inviting, or attracting the customers that would likely buy the products will make the event more successful and efficient. For example, the campaign is about the forest environment. Therefore, the main target audience that should be invited are people who are known to care more about those aspects. The target audience could be nature related activists, volunteers, even children or even elderly people. By targeting the perfect audience, it will make the event very successful in return. Because several who cares is more powerful than thousands who don’t even bother to attend the event.

3.1  Marketing Strategy

In this case, the management of the event could be used as the marketing strategy. Because there are five steps to incorporate the events and the marketing strategy. They are knowing the audience, craft a compelling platform, plan your event around sponsorship, write a directed proposal, and demonstrate high integrity (Santos, 2018). Will explained down below for further explanations of how the process of event management could align with marketing strategy that improves the brand awareness.

a) Knowing the audience

The first strategy to start the marketing of a brand through an event is by knowing the customers or audience that will most likely attracted to the event. In this case, Body Shop implemented it by inviting the people that are related to the topic. Regardless if its a campaign for stopping global warming or even supporting female workers. By doing so, the people that came are mostly the ones who are willing to purchase the product in return for supporting the topic of the ongoing event.

b) Prepare a compelling platform

When it comes to use a sponsor for the event, it’s crucial to let them know how your event is going to engage well with the customers. Therefore, the sponsors will be more interested in accepting the event’s proposal.

c) Planning the event around the sponsorship

The step after deciding which sponsorship, is to focus on them. In return, give them some authority over the event. For example, give them the control of choosing the right locations, or even particular decorations.

d) Writing a directed proposal

It’s also important to send any communication form directly to a specific sponsor member. It is more beneficial to write each sponsor members to focus the beneficial aspects in a more specific way.

e) High Integrity Demonstrations

It’s just necessary to always follow up your demonstrations with integrity. It is also needed when dealing with customers or just by replying the emails in a proper way. Because good principles will always have a good outcome in making a good packaging of your event.

By implementing the structured strategies above, will increase the chance of getting further benefits in order to achieve the goal of the event.

Conclusion

Analysing the main core of building an event, by acknowledging the management process of an event. Focusing on the functions in management that could be implemented in the process of creating an event. The main functions were uniqueness, perishability, intangibility, atmosphere, service and social interaction. Moreover, elaborating further about management process includes the role of an event planner and event manager. The discussion of the important aspects in building the event. In this report, it is explained further about the importance of communication approach used by companies to introduce their brand to mass media. Furthermore, the relation between event management and marketing strategy in increasing brand awareness of a company. Consistent promotions of the brand itself could give positive impacts with the brand’s equity as foundation (Decker, 2018). Nevertheless, those are the reasons why in business context, event management is an important tool to bring awareness to a product or brands. Because by an efficient planning, leading, organising, and controlling the resources of the event will increase the brand awareness and profit.

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