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Event Marketing Plan

I. Introduction

1. Executive Summary
   • Summarize the event, its objectives, and its significance.
   • Briefly mention the key marketing strategies and tactics.

II. Event Analysis

1. Overview of the Parent Company andEvent
   • Briefly explain the primary motivations of the organization for organizing and managing the event.
   • Define the event, its purpose, and specific goals.
   • Explain how these objectives align with thecompany strategic objectives.
2. Marketing Audit
   • SWOT/PEST/PESTEL analysis
     • Use the appropriate method(s) to define strengths and weaknesses against competition in the market, and the opportunities and threats that are available or may impact on the firm. It also identifies the 'environmental' issues impacting upon the firm.
3. Competitor Analysis
   • Identify and define the primary competitors within the marketplace, include details of competitor event dates, venue, attendance, organizer.
4. Key Issues
   • Identify and define the key issues and challenges that need to be addressed for the coming event and/or future events.
   • Examples may include increasing number of visitors, breaking into new market segment, ... etc.
5. Target Audienceand SegmentationAnalysis
   • Describe who your event is for (age, interests, location).
   • Explain why your event appeals to this group.
   • Share any audience behaviors or patterns.
   • Identify their needs and how your event meets them.
   • Explain how you plan to group your audience into segments.
   • Define your primary target and any secondary targets.
   • Describe how you'll position your event for each segment.
   • Check out what your competitors are doing.
   • Ensure your audience aligns with your event goals.
   • Summarize your findings and key takeaways.
6. Key Messaging
   • Define the key message that you want to attach to the event, that should be communicated through the marketing plan.
     • For example: Riyadh Season "Beyond Imagination" ...
7. Strategic Marketing Initiatives
   • Identifies the strategic marketing techniques that shall be used to deliver the planned targets, objectives, and issues.

III. Marketing Mix - The Visitor Experience of the Event

1. Product
   • In the context of event marketing, the "product" refers to the actual event itself. This includes everything from the event's content and theme to its amenities, speakers, performers, and overall experience.
2. Programming
   • Programming in event marketing pertains to the schedule and content of the event. It involves designing a well-structured agenda, selecting speakers or performers, and planning activities or sessions to engage attendees.
3. Packaging
   • Packaging refers to how the event is presented to potential attendees. This includes the event branding, promotional materials, and the overall visual and thematic elements used to create a cohesive and appealing image for the event.

III. MarketingCommunication Mix

1. Place
   • In the marketing communication mix, "place" refers to the distribution channels or platforms used to reach the target audience. It involves deciding where and how promotional materials and messages will be delivered, such as through social media, email marketing, traditional advertising, or physical locations. The choice of "place" should align with where the target audience is most likely to be reached.
2. People and Promotional Patterns
   • This aspect focuses on the people involved in promoting the event, including event staff, influencers, or partners. It also involves determining when and how promotional messages will be delivered. The timing and frequency of promotions are crucial to maximizing their impact on potential attendees.
3. Pricing
   • Pricing refers to the strategy for setting ticket or registration fees for the event. It involves deciding on the cost attendees will need to pay to access the event and whether discounts or special offers will be available. Pricing should consider both the event's costs and the perceived value to attendees.

IV. Implementation and Execution

1. Marketing Calendar

• Create a timeline outlining when each marketing activity will occur.
• Ensure it aligns with the event's timeline and objectives.

1. Budget Allocation

• Break down the budget for each marketing activity.
• Explain how you determined the budget allocation.

V. Monitoring and Evaluation

1. Metrics and KPIs

• Define key performance indicators (KPIs) to measure success.
• Explain how these KPIs align with event objectives.

1. Monitoring and Feedback

• Describe how you will track and analyze the performance of marketing efforts.
• Explain how you will collect feedback from attendees and adapt your strategy accordingly.

VI. Conclusion

1. Conclusion and Recommendations

• Summarize the key points of your marketing plan.
• Provide recommendations for future improvements based on lessons learned.

VII. Appendices

1. Appendices

• Include any supporting documents, such as market research data, promotional materials, or budgets.

VIII. Presentation and Formatting

1. Presentation and Formatting

• Ensure clarity, organization, and professional formatting.
• Use proper citations and references for data and sources.

Ensure that your marketing plan is well-researched, coherent, and demonstrates a deep understanding of the event, target audience, and marketing principles. Don't forget to back your decisions with data and market research, and emphasize the alignment between the 4Ps and the event's objectives.