EVENT MARKETING

I. COURSE OBJECTIVES
At the end of this course, the learner will have acquired knowledge and skills enabling them to
to apply the principles and steps of the marketing approach to the design and implementation
in the implementation of an event project.

II. COURSE PLAN

CHAPTER 1: STRUCTURING OF THE EVENT MANAGEMENT ACCORDING TO

MARKETING APPROACH
Characteristics of event management
Section 2: The relationship of the marketing-event couple

Section 3: The fields of action of event management / variable 'product' of event management

CHAPTER 2: APPLICATION CASE: EVENT MARKETING IN

SPORT (source: relational marketing and sports events: the case of
internationals of Strasbourg
Section 1: reminders of certain basic concepts
Section 2: The sports event market
Section 3: Event communication in sports
Section 4: The organization of a sporting event
Section 5: The multiplicity of stakeholders in event management
Section 6: interdependence and cooperation of partners

CHAPTER 3: ORGANIZING AN EVENT (Reading and processing questions

tutorials of the attached document
Section 1: Definition of an event and the establishment of its objectives

Section 2: Event Financing

Section 3: Planning and organization of the event
Communication Plan
Post-Event
CHAPTER 4: DIRECTED WORK BASED ON ATTACHED DOCUMENTS (SEE
PDF JOINT

INDICATIVE BIBLIOGRAPHY

GETZ Donald, Event Management & Event Tourism, Cognizant Communication Corp
Paperback, 1997.

MASTERMAN Guy, Strategic Sports Event Management An International Approach

Elsevier, 2004.

PERKINS William, Events: a communication without limits or almost, History

of being, - Max Milo Editions, Paris, 2003.

SUPOVITZ Frank, The Sports Event Management and Marketing Playbook, John Wiley &
Sons, 2004.

VAN RIEL Cees B.M. and FOMBRUN Charles J., Essentials of Corporate Communication,
Routledge, 2007.

Sponsorship

AMIS, John, PANT, Narayan, SLACK, Trevor, “Achieving a Sustainable Competitive

Advantage: A Resource-Based View of Sport Sponsorship, Journal of Sport Management
11, pp. 80-96, 1997.

ERICKSON, G. Scott, KUSHNER, Roland J., “Public events networks: an application of

marketing theory to sporting events, European Journal of Marketing, 33:3-4, pp. 348-359
1999.

FAHY, John, FARRELLY, Francis John, QUESTER, Pascale G., “Competitive advantage
through sponsorship: A conceptual model and research propositions”, European Journal of
Marketing, 38 : 8, pp. 1013-1030, 2004.

CHOUCHAN Lionel and FLAHAULT Jean-François, Public Relations, What Do I Know?

Presses Universitaires de France, 2005.

HOWARD Dennis R. and CROMPTON John L., Tactics used by sports organizations in the
United States to increase ticket sales, Managing Leisure, 9, 87-98, April 2004.

MALTESE Lionelet CHAUVET Vincent, "Understanding the success of ATP tournaments"

Marseille and Lyon: an approach through resources, European Journal of Management
Sport, number of November / December (winter), 2004.

MALTESE Lionel, the strategic alignment between the sporting event and a partner
principal, in 'Business Strategies in Sports' 2thedition (Economica), coordinated
by Michel Desbordes, September, pp. 203-219, 2004.

QUESTER Pascale, "Evaluating the effectiveness of sponsorship: the case of the international festival of
Adelaide Arts, 8th Research Days in Marketing of Burgundy, 2003.
 GENERAL INTRODUCTION

Marketing is a natural approach of the company, the latter is adapted to

requirements of this world, as it relies on consumer needs, since it is them
who pays the company. In an increasingly competitive economic context, the company
needs dynamic marketing, not static. It is a constantly evolving field, where it
It is essential to be attentive to the trends in one's environment. One is forced to note
that in addition to the clients who influence the supply, other stakeholders have also joined,
public authorities, elected officials, etc.... They represent a capacity for action on the future of the company,
which leads her to implement an adapted marketing strategy. The time of compartmentalization is over,
from now on, the company must be open to the outside world, because it is not only
his product or service that defines his personality, as his environment expects more from him,
social, cultural and human implications. If marketing is a major asset of
the life of a company, having a well-structured marketing approach aims to optimize everything
strategy, to achieve the set goals, as the company has no choice, it must assert itself,
differentiate oneself, innovate, and above all stand out and have a head start over one's competitors
competitors, from this will sometimes depend its survival. Marketing is neither the result of chance, nor a
gift fallen from the sky, it is built day by day through various acts and operations, designed
through thoughtful strategies, stemming from a company policy. It is important
to emphasize that at present, it is the emergence of the transaction-relation parameter, after
that of strategy-operational. There is a huge need to foster privileged relationships
with interlocutors who are increasingly mature and demanding towards the company. In
a world dominated by electronics, and the abundance of images, codes, and messages,
Traditional media (TV, radio, newspapers, Internet...) are saturated and no longer have that impact.
qualitative and quantitative. This situation positions the company in a very competitive environment.
different, hence the need to turn to out-of-media, which turns out to be a real
alternative for those who wish to communicate differently and break free from traditional media.
It is in this context that event marketing is situated, which is an approach
strategic, focused on the use of an event, existing or specifically created for purposes
promotional, brand images, or cultural identity. Today, the event industry is
any relationship that connects the company and its audience, whether internal through agreements
company, seminars, conferences..., or externally, focused on sponsorship and sponsorship.

The event remains the most direct means to allow a message to emerge in a way
qualitative, it allows to go faster and hit harder, to create emotions in a
group, to bring energy, to motivate and above all to create connections. It is also necessary to establish a
link between event and marketing plan. In this perspective, the following questions deserve
to be asked: What are the criteria that guide the choice of an event? What are
the types of events? Their objectives? How to define, manage, monitor and measure the
event marketing? To what extent does event marketing fit into an approach
strategic marketing, aimed at creating added value for the company?
To address these questions, this instruction focuses on 05 chapters: The first
The chapter examines the place of events in the marketing approach. The second chapter
focuses on the design and organization of a sports event. The third and fourth
chapters are devoted to the study of practical cases.
CHAPTER I: THE ROLE OF EVENT MARKETING IN THE MARKETING APPROACH

INTRODUCTION

Relevant to the historical context of the notion of event, this chapter presents the
different objectives assigned to an event, analyzes the 'event opportunities' and
specifies the roles played by the different professions involved in an event. This chapter
shows after showcasing the growth of the event activity, the chapter outlines the steps of
the strategic phase of the marketing approach applied to the events field

Characteristics of event management

This section situates the historical context of the notion of event, outlines the assigned objectives.
at the event, present the "event opportunities" and specify the roles played by the
different professions involved in an event.

1.1 History: Once upon a time the event

The event is as old as civilization, from the fairs of the Middle Ages, and the festivals
Greek antiques, passing through the splendor of kings in their castle, up to the great
events of our era, such as the Olympic Games. Each era has its share of events,
which well characterizes the cultural and societal specificities that man experiences. Once the Romans,
to motivate and reward their troops, organized sumptuous parades on the great
arteries of the kingdom, for a show of force, aimed at intimidating the enemies. They
organized gladiator fights, to entertain and make the people forget their misery and their
difficult living conditions. Several happy or unfortunate events took place throughout
over the centuries: the Phoenician trading posts where one came from all provinces to
merchandise and sell. The Vikings and their boats sailing the seas, the barbarian invasions
and the discovery of America, the journeys of Muslims who brought back not only
products and goods, but also a new Islamic civilization. With the
industrial development, and its impact on lifestyles and consumption patterns, new
needs arise; especially in terms of communication. To make themselves heard, the
Companies are looking to make themselves known and to showcase products and values at all times.
occasions, which leads them to organize events and shows. Example:
Ford at the beginning of the 20th centurythcentury decides to participate in car races to make a name
from its brand. Results: its team wins races, and its company gains in
prestige and profits. This leads to a global growth in the automotive sector.
The era of mechanization is followed by that of information, with the emergence of new
information and communication technologies. We witnessed the emergence of major
American and European groups that use events to achieve goals
divers, whether internally (IBM stands out by organizing meetings), or externally
external through the sponsorship of major sporting events (Orange Cameroon as
official sponsor of the Indomitable Lions during the AFCON, MTN Cameroon as sponsor
official of the Champion’s Elite One in Cameroon.
During the 1990s, companies increasingly became aware of the technique of
communicate through events, by calling on specialized agencies or by integrating into
their teams of competent individuals to successfully execute their strategy. Reasons: necessity,
expectation from the targeted audiences, need for differentiation, increase in revenue
Business. Small or large events are becoming more and more present in our daily lives.
and constitute one of the major levers of marketing. There is no longer a store or a dealership
of the automobile that regularly holds 'open house days', a country or even a
a tourist-oriented town that does not attract attention around large gatherings of
professionals. Companies have understood very well this impact that events bring together.
From the motivational day, to the 'family day', events have
cross the professional threshold to animate, reward, and make a gathering
banal a moment of exception.

1.2 Definitions:
Alongside sponsorship, patronage, public relations, direct marketing, and
promotion, event management has found its place in the world of communication, while
distinguishing itself from traditional advertising actions, it is a striking communication
presented as 'a composite communication system, implemented by a
organization around associating its name or brand with an event
sociocultural (Baux, 1991).

Event planning is a technique based on the creation, management, and organization.

of the event, it brings together individuals for a common purpose, around a theme, of a
emotion where there is an opportunity for a celebration.

Because of its festive side, it stands out from other means of communication by its
brevity and the tools it employs, it is also characterized by its creativity and especially
its impact on creating emotion. Once considered as amusement and a waste of time,
event management has gained its nobility by establishing itself as a true means of
communication, allowing to decode an audience, conveying complex messages, and
effectively mark people. Today mobilizing emails, cables, radio,
TV, print media, advertising (among others), and events allow for meetings: because in
At all times, individuals need to come together to exchange and appreciate each other. The technique
Event management involves creating a concept, managing flows, and associating skills.
techniques and especially the ability to produce, organize and ensure smooth operation.
1.3 The objectives of the event industry

Event management is a communication technique: the company uses the podium (that it
offers the event) to deliver a message, in front of a well-disposed audience. A
a company may resort to it for several reasons:
Demonstrate one’s dynamism.
Create a movement of sympathy.
Rejuvenate its reputation.
Motivate your employees.
Stimulate its sales force.
It is also an investment from which benefits are expected, whether it is an operation to
institutional or commercial character. It is, in order of importance:

From the image: the reputation and motivation of the staff,

Of the sales development which mainly concerns an event of a character
marketing.

Expectations are not the same for all companies, and for good reason: size, staff,
industry sector, target, budget, etc. are all parameters that determine the objectives
different from one company to another. The larger a company is, the more it seeks to
to shape her image, and the more modest she is, the more she seeks notoriety arguments through
the bias of event management.

1-3-1 Brand Objectives:

Brand Image Management
Event management is a brand positioning technique: the company expects one from it.
progress of the notoriety of its identity and products. The association of the brand
an event creates a special connection in the minds of the public by integrating
an emotional dimension. Example: companies' participation in sponsorships
social and cultural, with the aim of developing a participative social awareness. In a
in an increasingly competitive context where brands generally present the same
products in saturated markets, event planning allows one to stand out from competitors,
by the difference made by the image and not the products.

The content of the event must be consistent with the image that a company projects.
In this case, the organized event will support and strengthen the communication policy.
of this one.
Let's take the example of Adidas, which can contribute to the organization of the World Cup.
football, and thus affirm itself as a leading equipment supplier for this sport (the benefits
will be numerous considering the scale of the event).
It is perfectly consistent for a conference on climate change with a
renowned author takes place at Fnac or Decitre, which have a certain legitimacy
in the cultural field, rather than at Carrefour for example.

By organizing cultural events, our two brands reinforce their image, that of
to make culture accessible to everyone.
ii. Value the product

Sponsoring, fairs, exhibitions are all events that can be used as a testing ground or
showcase, to promote the products of companies around an audience gathered at a site to
discover the demonstrations. They are mainly opportunities to create or reinforce the
customer perception of the attributes or benefits offered by the products.
iii. Energize the sales networks
Presenting the company in a prestigious position by participating in events
prestigious, the company equips itself with excellent arguments to motivate its sales force, in
launching cascading operations to achieve business objectives.

1-3-2 entrepreneurial mindset objectives

Motivate the staff

The spectacular conventionss[1], the stimulation days are as many events
used internally to connect and create links between the company and its staff who is
the first ambassador of the entrepreneurial spirit. Every event is an opportunity to
sharing with its staff: its objectives, its strategies, and its expectations.

ii. Attracting and retaining clients and partners

Entertaining important clients and thanking partners has become a major imperative for
create lasting relationships from a personalized relational marketing perspective.

[1] The corporate agreement can mean two things: in the first case, it refers to the
company convention in the legal sense of the term, also called collective bargaining. However
the second meaning of these words is more user-friendly, and it is this one that we will focus on
in this article. The company convention is a moment shared by all employees
(sometimes seen by only part of it) during which we will have organized a series of activities
aimed at bringing everyone together, mostly through team games, parties, or even
city trips.
 i. Citizen conscience

To express its commitment to causes of public interest, the company can organize
events whose revenues are paid to associations. This entire perspective is part of
a socially responsible marketing.
ii.Increase sales

Organizing an event is relatively expensive (infrastructure, communication,

speakers...). It is therefore clear that companies expect a commercial return.
The scale of the event often determines the duration of the commercial impact for
the company that invests. If we take the example of Adidas, the commercial returns
will enroll in the long term (before and after the event).
A dealership hosting open house days will see its sales increase, but
in a more specific manner, during the duration of the event.

Event marketing often relies on a 'win/win' system:

the organizer finds its advantages, but also the speaker. In the case of a concert
within a festival for example, an artist can participate as part of the promotion of
his latest CD. Sometimes, the speaker may be directly paid by the organizer (in
the case of a conference for example.

Event marketing traditionally involves creating events to

promote a company or a product. This translates into events more or less
varied: lunches, meetings, evenings, etc.
iii. Retain customers

Organizing an event within its premises offers an advantage for a company

to attract the consumer for a reason other than those that usually drive them to
to come. Therefore, we primarily find the need for a break from the everyday. The store is no longer
only a place of consumption, where one goes to find an item that one needs:
it becomes a meeting place. The signs rely on the positive memory of the person
who participated in the event to get into their consumption habits: if the person
maintain a pleasant image of the event, he will, even unconsciously, be more inclined to return.
The objective is therefore, beyond that of attracting as many people as possible, to ensure that
These people will come back later.

1.4. Opportunities to organize events

Event marketing capturing opportunities:
It is indeed possible to launch the business based on events that take place in a certain way.
recurring. Like Christmas or Tabaski. The interest of doing marketing
Event planning based on recurring opportunities is evident. This allows us to take advantage of
current occasions to develop marketing actions through media for example
(through a 'commercial information'), or through the customers thus (word of mouth)
ear) of the company.

Customers and prospects being informed of ongoing events, it is enough to align with them.
and to ride the wave of the year's actions to record new orders. The company
then refers to the calendar and identifies all the occasions to celebrate an event.
These are opportunities to increase revenue. Here are a few examples
of occasions:

New year;
Winter sales;
Spring season;
End of the school year;
Back to school;
Return of the students;
Easter holidays;
Christmas holidays;
Saint Valentine;
Company anniversary;
Product anniversary;
Announcement of a new product

Event marketing with the latest updates

New developments in the company present opportunities to increase revenue.

Launch of a new product;

Product News;
Announcement of a new product line;
Product test;
Opening of a new store.
Event marketing with performance information

The occasions related to the company’s performance are diverse and offer
the opportunity to increase your sales:
Are you celebrating your 100th client? It’s a great occasion.

Celebration of 1000thsubscriber with a mobile phone operator;

Award ceremony by a jury (most civic-minded company of the year, the most
ecological...).
- 1000thorder of the product.
- 1000thvisitor/reader/site download/book/software X of the company.

Event marketing with the press

If the company is mentioned or invited to an event, these are opportunities to invite its clients.
to read or to come see her:

-Press article published in ...

-Interview published in ... (public information)
-Conference given at ...
Presence at the fair of ...

Event marketing with customer information

Customer information via a website, a billing database, a loyalty card
or any other support constitutes opportunities to organize events:

Client's birthday
Anniversary of the subscription to product X
Change of client's contact details
The customer bought product X since
1.5-The professions of event management:

Communication, media, business tourism, culture and art... many activities revolve around
around what is called "event management". A fast-growing sector, event management
becomes a force of the local economy, whose boundaries fluctuate according to the expectations of
companies and events created. Consulting in communication and organization
From corporate events to reception services, the event sector encompasses various professions.
multiple and varied.

A monograph of the sector reveals six major hubs in event planning:

i. Communication and multimedia professions: encompass all of
communication consulting agencies and event organization as well as the
creation of multimedia tools (websites, animations).
ii. Audiovisual production: naturally linked to the event sector:
production of institutional and advertising films, radio and television activities.
Essential for event organization.

iii. Incoming services: gather activities related to hotel management and catering.
reception halls...
iv. The services called 'ancillary' or 'support': group together activities related to
passenger transport, travel agencies, vehicle rental and rental of
materials.
The organizers of fairs and exhibitions;
vi. Employers' organizations, consular or professional organizations as well as
the whole of artistic and cultural activities while preserving the spirit and culture of
the company and ensuring consistency with other communication tools. If it returns
In general, it is up to the marketing manager to determine the strategy in which it will fit.
the event, however, there are other interlocutors who play a role
important for the future of the event, they can be counted in dozens, even in hundreds
the day of the event.

The success of an event project depends on the distribution of precise missions and tasks among
actors.
Table No. 01: positions and missions of an event project

Key position Mission

Marketing Manager Implement a strategy and ensure its execution

Project manager Coordination between the different actors

Production manager Ensure compliance with deadlines, costs, and quality.

Logistics Manager Transport management, accommodation, and flow.

Artistic director Coordinates the design and work of creatives.

Event management mobilizes various skills:

i. Integrated or intermittent technicians:

Copywriter.
Graphic designer.
Director.
Manager.
Director of photography.
Installer.
Cameraman.
Sound engineer.
Graphic designer.
Sound, light, audiovisual, special effects technician.
- Director, choreographer.

ii.Event service providers

Besides the regular employees and freelancers it employs, the company does
working with a large number of service providers. Ensuring the quality of all teams,
The event project manager must be able to lead the work of everyone. This
implies not only having a perfect organizational mastery, but also
understand and be able to make oneself understood by each of the participating professions.

In addition to calling on good providers, the project manager needs to know how to motivate them.
to give their work the necessary meaning for it to achieve the desired perfection.
Table No. 02: Main event service providers

Service providers Specializations

Edition Creation Studio

Printing
Silkscreen engraver

Logistics Places and site

Travel agencies

Rental of structures and equipment

Transport and car rental

Technique Audiovisual (sound, light, video)

Special effects, multimedia.

Decorations and layout Furniture, floral decoration

Designer and builder of sets

Caterer Catering, snacks, cocktail dinner and

buffets.

Services Hoteliers. Welcome, security Gifts,

artistic agency assurances animations.
Section 2: The relationship between marketing and events

2.1 A very trendy out-of-home media

Marketing is primarily a reflection on the means to be implemented to satisfy

the needs of the clients. By means, we must understand any feasible and plannable tool. The
saturation and the limitations of conventional tools create the need to find others. It is
which explains the interest that marketing has in the event effect, to convey a
image, promote a product, or simply make the company talk.
the creation of an event hub in marketing activities was motivated by the need
to develop complementary high value-added techniques for the function.
The business market is characterized by the significant role of the customer in determining
the offer, and the numerous challenges that the company must face (acquisition and retention of customers,
growth in revenue and net income...). Events, while not being a cure-all,
provides additional and complementary solutions for companies in search
of benchmarks and cultural identity. Events are at the heart of the marketing strategy, which
fully participate in developing a new dynamic and creativity, focused on the
research on the impact on the targeted audiences. The effects of event marketing are
obtained by various tools:

i. Multisensory technique
Today, in a universe where new technologies dominate, the moments to
finding, exchanging, appreciating each other happen very rarely. It is about filling the void left by the
electronic communication. It allows to evoke emotions in a group, to bring
energy, and it is mainly a non-media that allows the company to exchange and
dialogue with its audiences.

ii. Proximity communication

Event management is an intense communication act that prioritizes closeness with an audience.
defined, regardless of its importance, the determined place and moment.

iii. The mass effect

Gathering people for a specific moment, it arouses interest, captures attention, it
characterized by its attractive power, it encourages movement and going where it is needed
to be able to collectively receive a well-crafted message in the best conditions.

iv. Personalized service

These are all the means and supports used by event management, (management of work, time,
the budget, artistic means, new ideas, development of content, theatricalization of
the event...) which makes it a personalized service where quality is essential.
2.2 Strategic choices

Event marketing is a strategic choice to optimize a

effective communication. It is most valuable when prioritizing direct face-to-face interaction.
to face. Far from being limited to a beautiful staging, it requires taking into account a
global marketing issue: what is the history of the duproduit company?
What message does she want to convey? To what type(s) of audience? In what context?
context? And especially what resources allocated? The answers to these questions will determine
types of events, their forms, and the tone of message dissemination. The most important
is to understand and know your company, to better know how to talk about it, and to defend it better,
Effectiveness is about enhancing and making the messages it wants to convey more impactful.
Even though events are ephemeral, their impact lasts over time, because they
shove, and leaves an impression. He also has the ability to determine a take on
collective conscience. Marketing feeds event planning in different forms and concepts.
of ideas, project management, implementation, operational and budgetary monitoring. In
Event planning develops positive ideas and lives long in people's minds.
Event management primarily allows us to pause time to share the strategy being followed. But
Events are not an end in themselves: integrated into a marketing strategy, they make sense.
depending on what has preceded it and what will follow it.
The organization of an event involves defining its concept, clarifying its
objective and the mobilization of resources.

Objectives:

Ensure a permanent balance between mobilizable resources and qualitative results.

and deadlines;
Establish a framework and a management methodology to oversee and
evaluate collective and individual action;
The evaluation and quantification of risks that have an impact on qualitative aspects,
budgetary and time constraints;
Analysis of variances and monitoring of physical progress throughout the project;
Guide the actions of project partners and assist in decision-making by providing a
overall coherence of the event;
Create an atmosphere and a common synergy to unite internal bonds.
It is important to establish a technical sheet for the event, as well as another related to the
task distribution.
Table No. 03: The technical sheet of an event

RESPONSIBLE:

GENERAL CONCEPT:

OBJECTIVES

ORGANIZATION
Date :

Place:
Schedule:

Activities:

MEANS
Humans:
Materials:

Financiers:

Table No. 04: Task Distribution

Manifestation
Objective:……………………………………Schedule
Sector :........................ ................

Tasks:………………………………
Sector: ................................ ................

Tasks:…………………………………

2-3- Segmentation and targeting:

What objective does the company aim for with its event operation? Does it seek returns?
media-related? Does it want to recruit new staff? To develop camaraderie among its
different social partners, suppliers, public authorities? All questions that can
to be set, as the previously defined objective will determine the target audience.
2.3.1 Targets

To accurately determine the target, a research approach into the specifics of the audiences
potentials is necessary, before any positioning, which leads to conducting two studies for
better identify the target.

a) quantitative study
As the name suggests, it should provide information about the participants and all the actors of the project.
These are the most common studies, which consist of sending questionnaires to an audience.
target in order to assess their opinion or behavior.
Here are some criteria, although not exhaustive, that provide elements of analysis:
- Socio-demographic criteria: (age, sex, etc.).
- Psychographic criteria: (social class, lifestyle, personality, etc.)
-Behavioural criteria: purchasing situation, sought advantage, attitude towards
events…etc.
- Material criteria: mode of transport, accommodation, infrastructure.

b) qualitative study:

The target is at the heart of the event; knowing their expectations and desires seems important.
Based on interview techniques and observation of attitudes, individual or group,
The qualitative approach aims to identify the determinants of the construction of a
His area of action will focus more on values, psychological blockages.

The objective of this study is to:

Know the motivations;
Know the consumption mode;
Know their perceptions of images and messages.

These studies are not necessary in all situations, and can be performed when
The importance of the event justifies it.
2.3.2 Segmentation Criteria

Criteria are used for segmentation, before any positioning of an event:

The form of the event:

Is it an internal operation aimed at its employees, or employee motivation?

Is it an external operation? Is it an event created specifically or is it
participation in an already created event? Is it a demonstration? A show?
Meeting? Congress...etc.
 ii. The location of the event:

Depending on the target and the set objectives, the choice of location must meet certain criteria.
appropriate. It must be user-friendly and accessible, to facilitate meetings in a good
conditions, while ensuring the availability of technical resources, and standards of
security.
It is also useful to find out if such an activity has already taken place and to know its success.
or not. Meanwhile, for internal operations, the choice of location presents itself differently, in
function of the shape of the event and the means of the company.

iii. The temporal space:

"Time is money" this expression well summarizes the importance of the time parameter,
in an event project. Time is an inseparable factor, as its choice is
determining for the success of the operation. Note that certain periods are more favorable
What others for the events, if sometimes the choice is free, other times are guided.
by external constraints: seasons, school start, vacation periods, religious holidays.
It is necessary to put the company's event calendar on paper already in
takes place throughout the year. This allows you to know during which period the whole
resources can be mobilized, and to see if there are opportunities to hold events
without disrupting the existing ones.

Table No. 05: Targets and participants at an event

Participants Desired Previous event Potential target

Member
Internal :

External:

Non-member

Total

Accompanying persons Desired Previous event

Total

Communicants Desired Previous event

 Total

Exhibitor Desired Event Potential target

2.4 Positioning of the event industry:

If events are part of a mandatory approach in the business world for a

large company, one can imagine that a small SME will need to organize an event
for its staff, however the event offer process varies from one company to
the other one, so how to determine which one will be the most suitable for his request?

The following elements guide the positioning process:

The need:

Addressing the issue of need leads us to ask the question of why?

Why such an event? Is there an expectation from the target? Is there a need to change?
communication method to reach a target?
A business need: the increase in sales volumes.
An identity need: seeking to restore the company's image.
A need for affirmation: to increase one's visibility.

ii. The technical data:

After determining the purpose of the project, quantifying the technical parameters is
essential for the event's direction: number of participants, budget, location... etc.
It is only based on the resources allocated that the project will take shape.

Example: the inauguration of a new headquarters of a multinational will not have the same
technical data, a small business's participation in a trade show.

iii. Decision-making:

This heavy task generally falls to the company's management; however, the management
Marketing can play a role in this regard by defining the strategy and its mode of application.
Event positioning has the advantage of being flexible and adaptable, it is a project in
constant movement, depending on the internal and external parameters of the company. It feeds on
technical and quantitative means, its essence is based on the relational offer and
emotional that it can first arise within the project team, and then in
broadcasting during the much-anticipated event.
Table No. 06: Determination of needs for organizing an event.

places of Name Capacity Equipment

the event
Name

Inaugural session

Room Closing session

Administrative Secretariat

Offices Board of Directors

Press

For the staff:

hosts...

For the caterer

Locales Wardrobe

Exhibition stands

Surfaces Home

Coffee break, lunch,

evening.

b) accommodation (estimate) Dates Name 4*3*2*1*

 Participants

Room Exhibitors

Journalist

Interpreters

c) social program Dates Name

2.4.1 The measurement of the competitive field:

To properly prepare for any event project, studying the competition is an essential step.
In any effective strategy, knowing what competitors of the company are doing in the field.
event management offers two possibilities

The company positions itself in a register already used. This strategy can be implemented.
implemented in two scenarios according to:

-The frontal attack: when it involves intervening in the same territory. Example:
participation in the same trade show or social events.
Diffuse recovery: which consists of using an event conveying values
or messages widely used. Example: participation in a sporting event, the
sponsoring.

the company positions itself in a perspective of innovation in event management, in

proposing innovative projects, while distinguishing itself from competitors, through the creation of a
positive differentiation. It is still necessary to determine the degree of innovation, which can be summarized in these
some points:
At what stage is the innovation?
Is it an organizational innovation? Technological? Financial? Human?
?
 Is it an improvement innovation?

2.4.2 Analyze attractions/ strengths

It is about determining what the opportunities or threats may be, but also
Define the strengths and weaknesses of the organization in the execution of the event project.
The purpose of this analysis is to position the event within its competitive field by identifying
the needs and demands, and the already existing supply. Five main elements can be
mobilized for analysis:
i- Opportunities and threats:
These are all the external elements that could affect the development of the sector:
a. The macro environment: this involves analyzing the major trends of evolution.
demographic, technological, economic, political-legal and sociocultural.

b. The request: this is about presenting the essential data related to the market
to whom the company is addressing: size (in value volume), past evolution,
c. The distribution by segments. A second part is dedicated to quantitative analysis.
of the market: customer needs, perception and images, purchasing process.

The product: it involves taking an interest in all the events organized throughout the year.
within the competitive environment of the firm.
e. Competition: the main competitors are studied and identified from the perspective of
of their event size, objectives, and the impact of such an operation on their results
communication or market share:
What are the competitors doing?
What are their current market shares?
What are the key features of their marketing strategy?
What new concepts does the company want to create?
What will be the competitive advantage in terms of marketing strategy and know-how.