052320 Event Marketing

Integrated Marketing Communication (IMC)

Brand

Sale Promotion

Advertising

Direct Marketing/Online Marketing

Customer Relationship Management

(CRM)Point of

Purchase (POP)

Public Relations

Packaging & Designing

Event Marketing

IMC At a Glance

Advertising• Create awareness• Through mass media i.e. TV, printing, radio

Public Relations• Build positive image for org., product, or brand• Through column in the magazines or newspaper, press conference,

or CSR activities

Sales Promotion• Increase sales volume• Through discount, free sample, premiums, sweepstakes

IMC At a Glance

Direct Marketing/Online Marketing• Personal and group contact• Through direct mail, e-marketing (E-mail), SMS, MMS, social media

Customer Relationship Management (CRM)• Create brand loyalty• Through newsletter, community or membership activities

Point of Purchase (POP)• Remind & stimulus customer purchase • Through push girl, shelf talker, product display or sampling, beauty

advisor

Definition of Event Marketing

• “Event Marketing is the tool to bring your brand to life, giving the total brand experience to your target consumers”

Unilever

• “Event Marketing is the tool to communicate the uniqueness of the particular brand which effectively generates the brand experience that could be acknowledged through 5 sensory of target consumers”

Kreingkrai Kanjanapokin (Event Expert in Thailand)

Roles of Event Marketing

• Create brand experience• Deliver any messages• Gain more attention from specific target• Lead, support and amplification for any

Integrated Marketing Communication (IMC) tools

Benefit of Event Marketing

• Specific target• Interactive (2-way communications)• Controllable• Cost effective• Amplification• Flexibility• Quick feedback• Brand experience• Evaluation