The first three months of 2014 are full of mega events like Super Bowl, Olympics, Grammys, Golden Globes, and Oscars. The article talks about the importance of developing an event marketing strategy which focuses not on a single big event like Olympics and Super Bowl but which can bank upon all big and small events of the year. The author then discusses the things to be done to make it possible. The first order of the business is to identify the key triggers (evens) that drive sales. Once the triggers are identified, the next step involves leveraging on the key platforms and products that allows businesses to be ‘always on’ and execute their strategy seamlessly. Being ‘always on’ means a heavy reliance on automation as manual planning and tracking will adversely impact the long-term strategy. Focusing on commercial advertising (paid media) also allows businesses to execute a sustainable strategy as it is very flexible and allows businesses to leverage every single moment. While focusing on paid media, it is also important to focus on multiple media channels as businesses can’t be sure of which medium will deliver the best possible results. What were some of the insightful points found in the article? Do you agree with the article statements? Why or why not?
- It is not necessary to focus on high-profile events to drive sales.
I disagree with statement. While it is important to have a broad strategy which leverages on many small events of the year, it is not wise for marketers to discount the benefits of buying big events. Big events have many unique advantages and get attention from more number of consumers.
- It is important to use multiple channels while developing your strategy.
I totally agree with this statement. The growth in gadgets like smartphones and tablets gave rise to multiple screens through which is content is delivered and consumed. Marketers can never be sure of which of the medium will ultimately work. Hence it is important to focus on multiple channels.
- Focus more on paid media than earned media.
While paid media has its own advantages like the flexibility and sustainability it offers, the importance of earned media in an area like event marketing can never be underemphasized. Marketers should continue to give earned media the attention it deserves.
REFERENCES
- Steinberg, J. (2014, January 29). The new big event marketing strategy: Planned spontaneity. Retrieved from http://www.adexchanger.com/the-sell-sider/the-new-big-event-marketing-strategy-planned-spontaneity.
