Event Property In Event Marketing

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In literal terms event property is the unique feature(s) of the event that could be used to facilitate the organizing the event uninterrupted. Event property can be defined as a feature of event concept that detaches the event from constrains posed by scrutinizing. In marketing terms the way brand is associated with consumer and industrial products can be termed as event property in event marketing. It virtualises an event concept that can be organized universally using different artists and venues for each client and the target audience as per their requirement. It restricts the degree of freedom with which the event can be carried out to a certain extent. However it also removes and short comings or hurdles from preventing the event from…show more content…
The right resources: this especially applies to the physical events like trade shows and concerts. Physical events are expensive so it is important to keep in mind the investment and the Return on Investment (ROI) while planning and budgeting an event. 4. Keeping it to the plan: it is very easy to get caught up in the excitement of the event. However it is important that the marketer never loses the sight of the ultimate objective of event for the product. For example: while Coca Cola company organising a music concert to launch a new product it is important for them to keep the focus on the product and generate positive response for it. 5. Follow up: one of the most important aspect of a successful is follow up. It is the process hen the actual relationship building with the consumer happens. For example: a major construction company selling luxury villas at a property fair will call up and keep in touch with people showing interest in them. 6. Post event analysis: post event analysing is as important as the pre event planning. Here the marketer and the management sit and analyse if the event delivered what it has aimed to. They work on further improving their findings. Features of Events: 1. Wide range of events: events can be of wide range and spectrum like: a. Mega events and local events b. Exhibitions c. Trade shows d. Themed…show more content…
What are the Usage Patterns: as the marketplace evolves the market segment too evolves with it. By observing the usage patterns for the product line similar to the company’s, a proper communication channel with the segments can be established. The marketer need to build up the product strength as per the evolved market segment before launching the repositioning campaign. 6. Be the Niche Expert: as the product loses the tag of being a niche product it automatically loses the market share in the market segment. The consumer these days is well versed with information on his fingertips. It is easy to verify a product claim. The marketer has to be a niche expert in order to reposition the product better than before. 7. What do you represent: the brand must stand for something. If the brand isn’t standing for anything then it hasn’t really positioned itself in the market yet. Public perception of what a brand stands for is very important, a fact most marketers tend to miss out on. 8. Define the Objective: it is important to find out how far a product repositioning can be done without alienating the existing customer base. It makes no sense to lose the existing customers on the assumption of future customers post

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