Wednesday, January 13, 2010

Event Promotion Tools


Tools of Event Promotion:-
1) Advertising
2) Public Relations
3) Direct Contact
4) Hospitality


1) Advertising: - Advertising is the controlled method of communicating the message. The Event Manager can manipulate the message.

It includes:
>Give-aways – leaflets, brochures, posters.
> Radio – commercial, community, national.
>Television – cable, free to air, satellite.
>Press – newspapers, magazines.
> Internet – web sites, internet-radio etc.


2) Public Relations: - It communicate more complex message than advertising. It is free but event manager loses control over the result. It can be publicity can be positive or negative. To this end it is important that the event manager maintains control over as much of the public relations as possible. A thorough knowledge of the media’s requirements and beneficial interaction with the media personnel’s are sensible methods. Although Public Relations is mostly proactive, it is important for an event to have a reactive PR strategy as part of the event risk management. Who will make public statement for press, when there is an emergency? The PR campaign is a plan to gain maximum positive publicity for the event.


3) Direct Contact: -
This is delivering the promotional message straight to the interested individuals. The base of direct marketing is the establishment of data base and a strategy to best reach those individuals. The mail out is the most common traditional method. The data base can be created from the previous events through competitions, guest book, inquires and point of sale information or just by asking the participants, if they would like to receive information on similar events.


4) Hospitality: - As part of promotion tool kit, hospitality can be powerful. The special events or festival has to promote itself to the sponsors. The dinner for sponsors, for example, can be an inexpensive way to promote the event. A tour of the site can be an effective way of promoting the event.

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