UNIT-3  Identifying Target Market

 Marketing Mix for Events

 Sponsorship
 Branding
 Advertising of Events
 Publicity and Public Relations

 Identifying Target Market

Identifying the target market is a crucial step in event management, as it helps tailor the
event to meet the needs and preferences of the audience. Here are some steps and
considerations for effectively identifying your target market:

1. Define the Event Type

- Type of Event: Determine whether the event is a corporate conference, wedding,

festival, trade show, concert, etc. Each type attracts different audiences.

- Purpose of the Event: Understand the goals of the event (e.g., networking, education,
entertainment) to better identify who would be interested.

2. Conduct Market Research

- Surveys and Questionnaires: Use surveys to gather information about potential

attendees’ interests, demographics, and preferences.

- Focus Groups: Organize focus groups to discuss the event concept and gather
qualitative insights.

- Competitor Analysis: Analyze similar events to see who their target audiences are
and how they engage them.

3. Analyse Demographics

- Age: Identify the age range of your potential attendees. Different age groups may
have different interests and preferences.

- Gender: Consider whether the event appeals more to a specific gender or is gender-
neutral.

- Income Level: Understand the economic status of your target audience, as it can
influence ticket pricing and sponsorship opportunities.

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 - Location: Determine if your audience is local, regional, national, or international,
which can affect marketing strategies.

4. Psychographics

- Interests and Hobbies: Identify what interests your target audience has that align
with the event theme.

- Values and Lifestyles: Understand the values and lifestyles of your audience to create
a more relatable event experience.

- Behavioral Patterns: Analyze how your target market typically engages with similar
events (e.g., frequency of attendance, preferred formats).

5. Create Audience Personas

- Develop detailed profiles of your ideal attendees, including demographics, interests,

motivations, and pain points. This helps in visualizing and understanding your target
market better.

6. Utilize Social Media and Online Tools

- Social Media Analytics: Use insights from social media platforms to understand who
is engaging with your content and what demographics they represent.

Event Platforms: Analyze data from event registration platforms to see who is signing
up for similar events.

7. Segment Your Market

- Divide your target market into smaller segments based on shared characteristics.
This allows for more targeted marketing strategies and personalized experiences.

8. Test and Validate

- Before finalizing your target market, consider running a pilot event or a smaller
version of your event to gather feedback and validate your assumptions about the
audience.

9. Adjust and Refine

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 - Based on feedback and data collected, be prepared to adjust your target market
definition and marketing strategies as needed.

Conclusion

Identifying the target market is an ongoing process that requires research, analysis, and
adaptation. By understanding who your audience is, you can create a more engaging
and successful event that meets their needs and expectations.

The Benefits of Successfully Identifying your Target Audience

Before we get into the “how”, it’s worth discussing the “why” behind identifying your
target audience. While it is true that you could simply aim to attract as many leads as
possible to your event, the logistics of such an approach are not feasible. Live events
typically take place in controlled venues with a limited number of attendees which adds
to the event’s exclusivity, especially when it comes to international events.

Furthermore, leads which are not primarily relevant to your brand will only serve to
take precious seats from those who are more likely to become your brand advocates
and are intimately familiar with your business’ portfolio. As such, there are several
concrete reasons for aiming to identify and attract the right attendee profile to your
event, including but not limited to:

 Filtering relevant leads from irrelevant for your specific event

 Ability to focus and cater your messaging to the right audience
 More referral, conversion and sales opportunities during and post event
 Lucrative B2B networking and sponsorship opportunities due to smart lead targeting
 Higher ROI from your event advertisement efforts
Identifying your Target Audience for an Event

1. Define why your Event is Important

The first order of business in terms of identifying and attracting the right audience for
your event should be focused on internal planning. Namely, what is it that makes your
event important enough for people to attend?

Do you play on unveiling new product or service lineups with complimentary

demonstrations? Is your event centered on networking, professional development or
B2B sales and partnerships? Defining the main purpose of your event will determine the
approach you will take in the future steps of ensuring that the right attendees find their
way to your venue more successfully.

2. Create an Attendee Persona

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Once you have outlined your event, you should create a fictional persona of your perfect
attendee. This figurative stakeholder should be defined in broad strokes but include
details such as age, background and lifestyle to narrow the attendee profile down to its
specifics. Likewise, it’s worth determining whether you intend to attract an
international audience to your event or focus on a local market due to logistical or
resource limitations.

For example, the Cannes Film Festival is an event created exclusively for filmmakers
and industry professionals and isn’t available for occasional third-party attendees. The
persona you create will help your marketing efforts by painting a clear picture of how
the ideal target audience should look like once the applications start coming in. While
you shouldn’t turn your back on an attendee solely because of their professional
background, use the created persona as a reference point throughout your lead
generation efforts.

3. Reach out to your Network

Your existing B2C and B2B networks should receive first notice of an upcoming event as
a professional courtesy. Whether you operate as an international company or a local
business, live events are always useful for re-establishing your networking efforts and
allowing for new projects and investments to take place.

Approach your existing network with an invitation to the live event, explaining its
purpose, logistics and benefits for their company or livelihood. If the event is
international in nature, professional localization of your invitation is a must, making
platforms such as Pick Writers more than a welcome addition to your writing efforts.
Presenting your existing (and cold) leads with localized content in their own languages
will add another layer of professional courtesy on your part, ensuring that their
presence during the event is all but assured.

4. Marketing through Testimonials

One of the best ways to attract the right audience to your event is to use testimonials
from past events, projects and collaborations as marketing materials. Social proof
content for event marketing can be created on-demand as well by interviewing your
B2B networking partners, event speakers or satisfied customers or clients. The World
Allergy Organization and their upcoming 2020 event in Rome is also a great example
of how presenting your partners and sponsors up front can be beneficial for letting
future attendees know what to expect from the venue.

Testimonials allow for likeminded individuals to identify with your brand, your network
and your value proposition in a straightforward manner, quickly determining whether
or not an event is suitable for their tastes. At the same time, those stakeholders who
don’t find these testimonials attractive will pass on the event by their own volition,
helping you filter out relevant attendees by default.

5. Promote on Social Media

Social media platforms such as Facebook, Instagram, Twitter and LinkedIn all have
built-in user bases which are ripe for picking when it comes to generating attendees for

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your live event. Thus, B2B events can be promoted on LinkedIn while B2C promotion
can take place on Facebook groups or your Instagram page with hashtags to boot.

Most importantly, you can narrow your social media search down to those platforms,
groups and pages which would generally be used by your target audience. Social media
platforms also allow for public communication, Q&A and networking via your event
pages or published content, facilitating a higher degree of interactivity with future
attendees or those who are on the fence about whether or not your event is the right
choice for them.

6. Utilize Email Marketing

Lastly, email marketing is still a very relevant communication channel, especially when
it comes to marketing your live event. One of the benefits of email marketing is that
you can create a value proposition for the event and ship it to your mailing list with the
attendance form attached below.

Those uninterested in your event will be able to say “no” without harm or foul given the
delayed response times typically associated with email marketing. That way, any
stakeholder who is interested in your event goals, program, scheduling and pricing will
be able to quickly check in and let you know that they are up for attending.

 THE MARKETING MIX FOR EVENTS

The marketing mix for events, often referred to as the "4 Ps" (Product, Price, Place,
Promotion), is a framework that helps event planners develop effective marketing
strategies. Here’s a breakdown of each component in the context of event
management:

1. Product
- Event Concept: Define what the event is about (e.g., conference, festival,
workshop) and what makes it unique.
- Content and Experience: Consider the agenda, speakers, entertainment,
activities, and overall experience you will offer attendees.
- Value Proposition: Clearly articulate the benefits of attending the event, such as
networking opportunities, learning experiences, or entertainment value.
- Branding: Develop a strong brand identity for the event, including a memorable
name, logo, and theme that resonates with the target audience.

2. Price
- Pricing Strategy: Determine the ticket pricing structure (e.g., early bird, regular,
VIP) based on the perceived value of the event and the target audience's
willingness to pay.
- Discounts and Packages: Consider offering group discounts, student rates, or
bundled packages (e.g., tickets plus accommodation) to attract more attendees.
- Sponsorship and Funding: Explore opportunities for sponsorships or
partnerships that can help offset costs and provide additional value to attendees.

3. Place

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 - Venue Selection: Choose a location that is accessible and appealing to your
target audience. Consider factors like capacity, facilities, and ambiance.
- Online vs. Offline: Decide whether the event will be in-person, virtual, or
hybrid. Each format has different logistical considerations and audience
engagement strategies.
- Distribution Channels: Determine how tickets will be sold (e.g., through your
website, third-party platforms, or at the door) and ensure a seamless purchasing
experience.

4. Promotion
- Marketing Channels: Utilize a mix of marketing channels to reach your target
audience, including:
- Social Media: Leverage platforms like Facebook, Instagram, LinkedIn, and
Twitter to create buzz and engage with potential attendees.
- Email Marketing: Build an email list and send targeted campaigns to inform
and remind potential attendees about the event.
- Content Marketing: Create valuable content (e.g., blog posts, videos, podcasts)
related to the event theme to attract interest and establish authority.
- Public Relations: Use press releases, media partnerships, and influencer
marketing to gain exposure and credibility.
- Engagement Strategies: Develop strategies to engage attendees before, during,
and after the event, such as contests, polls, and interactive content.

5. People (Extended Mix)

- Staff and Volunteers: Ensure that your team is well-trained and knowledgeable
about the event to provide excellent customer service.
- Attendee Experience: Focus on creating a positive experience for attendees,
from registration to post-event follow-up.

6. Process (Extended Mix)

- Event Logistics: Plan and streamline processes for registration, check-in, and
attendee management to ensure a smooth experience.
- Feedback Mechanisms: Implement ways to gather feedback during and after
the event to improve future events.

7. Physical Evidence (Extended Mix)

- Event Materials: Consider the physical elements that attendees will interact
with, such as signage, brochures, and merchandise.
- Online Presence: Ensure that your event website and social media profiles
reflect the event's branding and provide essential information.

Conclusion
The marketing mix for events is a comprehensive approach that requires careful
planning and execution. By considering each element of the mix, event planners
can create a compelling offering that attracts the right audience, delivers value,
and achieves the event's objectives.
 Importance of Events in the Marketing-Mix
Events play a significant role in the marketing mix, serving as a powerful tool for
businesses to engage with their target audience, promote their brand, and achieve

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various marketing objectives. Here are several key reasons highlighting the
importance of events in the marketing mix:

1. Direct Engagement with Target Audience

- Face-to-Face Interaction: Events provide an opportunity for direct interaction
with potential customers, allowing businesses to build relationships and foster
trust.
- Personalized Experience: Attendees can experience the brand in a more
personal and immersive way, which can lead to stronger emotional connections.

2. Brand Awareness and Visibility

- Increased Exposure: Events can significantly enhance brand visibility,
especially if they attract media coverage or are promoted through various
channels.
- Showcasing Products/Services: Events allow businesses to showcase their
offerings in a dynamic environment, demonstrating their value and benefits
directly to potential customers.

3. Networking Opportunities
- Building Relationships: Events facilitate networking among attendees, industry
professionals, and influencers, creating opportunities for partnerships and
collaborations.
- Community Building: They help in building a community around the brand,
fostering loyalty and encouraging word-of-mouth marketing.

4. Lead Generation and Sales

- Capturing Leads: Events can be an effective way to capture leads through
registrations, sign-ups, and interactions, which can be nurtured into sales.
- Immediate Sales Opportunities: For certain types of events (e.g., trade shows,
product launches), businesses can generate immediate sales on-site.

5. Market Research and Feedback

- Understanding Customer Needs: Events provide a platform for gathering
insights about customer preferences, behaviors, and feedback on products or
services.
- Testing New Ideas: Businesses can use events to test new products, concepts,
or marketing strategies in a real-world setting.

6. Content Creation and Marketing

- Rich Content Opportunities: Events generate a wealth of content (e.g., photos,
videos, testimonials) that can be used for future marketing efforts.
- Thought Leadership: Hosting or participating in events can position a brand as
a thought leader in its industry, enhancing credibility and authority.

7. Enhanced Customer Experience

- Memorable Experiences: Well-executed events create memorable experiences
that can enhance customer satisfaction and loyalty.
- Engagement Beyond Transactions: Events allow brands to engage with
customers beyond traditional sales interactions, fostering a deeper connection.

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 8. Integration with Other Marketing Channels
- Cross-Promotion: Events can be integrated with other marketing efforts, such
as social media campaigns, email marketing, and public relations, creating a
cohesive marketing strategy.
- Driving Online Engagement: Events can drive traffic to online platforms,
encouraging attendees to engage with the brand digitally before and after the
event.

9. Differentiation from Competitors

- Unique Brand Experiences: Events can help businesses stand out in a crowded
marketplace by offering unique experiences that competitors may not provide.
- Creating Buzz: Well-planned events can generate excitement and buzz around a
brand, leading to increased interest and engagement.

Conclusion
Incorporating events into the marketing mix is essential for businesses looking to
enhance their brand presence, engage with customers, and achieve their marketing
objectives. By leveraging the unique benefits that events offer, companies can create
meaningful connections with their audience, drive sales, and foster long-term loyalty.
 Sponsorship
Sponsorship is a critical component of event management, providing financial
support, resources, and promotional opportunities that can significantly enhance
the success of an event. Here’s a comprehensive overview of sponsorship in event
management, including its importance, types, benefits, and best practices.

Importance of Sponsorship in Event Management

1. Financial Support: Sponsorships can help cover the costs of organizing an

event, including venue rental, marketing, logistics, and entertainment. This
financial backing can make it possible to host larger or more elaborate events.

2. Resource Provision: Sponsors may provide in-kind contributions, such as

products, services, or expertise, which can enhance the event experience without
additional costs.

3. Increased Credibility: Partnering with reputable sponsors can lend credibility

to the event, attracting more attendees and participants who trust the brands
involved.

4. Marketing and Promotion: Sponsors often promote the event through their
own marketing channels, increasing visibility and reach. This can lead to higher
attendance and engagement.

5. Networking Opportunities: Sponsorship can facilitate networking between

sponsors, attendees, and other stakeholders, creating valuable connections and
potential business opportunities.

Types of Sponsorship

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 1. Monetary Sponsorship: Sponsors provide financial support in exchange for
branding and promotional opportunities at the event.

2. In-Kind Sponsorship: Sponsors contribute goods or services instead of cash.

This can include catering, venue space, technology, or promotional materials.

3. Media Sponsorship: Media outlets may sponsor an event by providing

advertising, coverage, or promotional support in exchange for branding
opportunities.

4. Title Sponsorship: A sponsor may become the title sponsor, having their name
prominently featured in the event title (e.g., "The [Sponsor Name] Annual
Conference").

5. Supporting Sponsorship: These sponsors contribute at a lower level than title

sponsors but still receive branding and promotional benefits.

6. Exclusive Sponsorship: This type of sponsorship grants a single sponsor

exclusive rights to a specific category (e.g., "Official Beverage Sponsor"),
preventing competitors from participating.

Benefits of Sponsorship

1. Brand Exposure: Sponsors gain visibility through event marketing materials,

signage, and promotional activities, reaching a targeted audience.

2. Targeted Marketing: Events often attract specific demographics, allowing

sponsors to connect with their target market effectively.

3. Enhanced Brand Image: Associating with well-organized and reputable events

can enhance a sponsor's brand image and reputation.

4. Customer Engagement: Sponsors can engage directly with attendees through

booths, demonstrations, or interactive experiences, fostering relationships and
brand loyalty.

5. Lead Generation: Events provide sponsors with opportunities to collect leads

and build relationships with potential customers.

Best Practices for Securing Sponsorship

1. Identify Potential Sponsors: Research companies that align with the event's
theme, audience, and values. Look for businesses that have sponsored similar
events in the past.

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 2. Create a Sponsorship Proposal: Develop a compelling sponsorship proposal that
outlines the event details, target audience, sponsorship levels, benefits, and
expected outcomes. Be clear about what sponsors will receive in return for their
investment.

3. Tailor Sponsorship Packages: Offer various sponsorship levels with different

benefits to appeal to a range of potential sponsors. This can include options for
monetary and in-kind contributions.

4. Build Relationships: Establish and maintain relationships with potential

sponsors. Personal outreach, networking, and follow-ups can help build trust and
interest.

5.Communicate Value: Clearly articulate the value of sponsoring the event,

including potential ROI, audience engagement, and brand exposure.

6. Deliver on Promises: Ensure that sponsors receive the benefits outlined in the
agreement. This includes proper branding, visibility, and engagement
opportunities during the event.

7. Follow Up Post-Event: After the event, provide sponsors with a report detailing
the event's success, attendance numbers, media coverage, and any leads
generated. This helps build long-term relationships for future sponsorship
opportunities.

Conclusion

Sponsorship is a vital aspect of event management that can enhance the overall
success of an event while providing valuable benefits to sponsors. By
understanding the types of sponsorship, the benefits they offer, and best practices
for securing and managing sponsorships, event planners can create mutually
beneficial partnerships that contribute to the event's success and the sponsors'
marketing objectives.

 WHAT ARE BRANDS?

Often we have experienced that a product / service plays a part in fulfilling our need, but
a branded product / service goes beyond this. It offers a promise of feeling happy, a
longing for certainty and alleviates the dilemma of choice. Brands are an important and
inescapable facet of our everyday lives.
So, what are brands?
As defined by Chernatony and McDonald, a brand is a product, service, person or place to
which, with the buyer or consumer in mind, relevant, unique, symbolic values have been
added that are closely related to the needs of the consumer.

Brands are intended to distinguish the goods of one seller from another by using a name,
symbol, sign and term. The basic objective is to have a special term for the object in the
market place, so that the uniqueness of the item is highlighted. It should be noted that
brands are more than just a product, because a brand additionally includes consumer

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perceptions and feelings that are connected to a product’s attributes as a whole. In other
words, a brand should be in alignment with consumer needs. A company develops a
brand in the long term by gaining public trust and by never disappointing people.
Although brands are the property of the producer in modern economies, it is actually the
consumer who ‘owns’ them. This is because what a brand statement invokes in us is ‘our
thing.’ Meaning, it is our thoughts and perceptions about the brand.

 EVENT AS A PRODUCT BRAND

Often we come across events that are brands in themselves. For example the Olympics,
the Jaipur Literature Festival, Sunburn, the Kala Ghoda Arts Festival, Eurovision Song
Contest, Dance India Dance Lil Masters, the New York Marathon, FIFA World Cup, the
North Sea Jazz Festival or Roskilde Festival in Denmark, are well known brand names as
they are famous event names in their countries and / or abroad. For all the above events,
the consumer is likely to think first of the event in question and not the event company
behind it. So this is about the event as a product brand, that is, an event which has a
brand name. Here what crosses the minds of the consumers or buyers first are the
product / services which the event consists of. Hence the general public does not know
which company is organizing any of these events, as the events themselves are strong
brand names.
 EVENT AS A TOOL FOR BUILDING BRAND IMAGE
We just discussed events as strong brand names. Events are the source and objective
themselves, in such cases. But, on the other hand, there are events that are used as tools
for reinforcing (strengthening) existing brands or launching new brands. Such events are
used as tools for brand building. In other words companies use events to load their
brands and to accentuate their positioning.
The power of branding relates to the strategic efforts of event producers to create in the
minds of many people, a network of associations related to a particular brand, with a lot
of similarities in its structure and elements. This can happen through a live form of
communication. And what better form can it be than the event!
A brand image means the perceptions of a brand that exist due to the brand associations
held in a person’s memory. It is developed over time. Brand image is created or an
existing brand is strengthened through brand building. Building a brand through events
requires putting yourself in the shoes of your audience, engaging with the audience,
managing the audience, and detaching yourself from it at the right time. There are several
practical principles that can be used for brand building and offer a better prospect of
success.

 SIGNIFICANCE OF BRANDS
In this section we shall be learning some salient concepts related to brand. Brand Identity
Marketers often try to create appealing images around their products based on shape,
colour, quality and lifestyle compatibility. These tangible and intangible images are
associated with the brand and are referred to as brand identity.
Brand identity is the total promise that an organization makes to the consumers. The
brand can be perceived as a product, a personality, a set of values, and as a position it
occupies in consumer’s minds. Brand identity is all that an organization wants the brand
to be considered as. It is a feature linked with a specific company product, service or
individual. It is a way of externally expressing a brand to the world. It is the noticeable
elements of a brand (for example - trademark colour, logo, name and symbol) that

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identify and differentiate a brand in the mind of the target audience. It is a crucial means
to grow a company’s brand.
A brand is unique due to its identity. Brand identity includes the following elements -
brand vision, brand culture, positioning, personality, relationships and presentations. In
addition, a brand includes consumer perception and feelings about a product’s attributes
as a whole. Hence brand identity is a collection of mental and functional associations with
the brand. An association does not give us the reason to buy the product but makes us
familiar with the product and also helps in product differentiation. These associations
can include signature tune (for example Britannia’s ‘ting-ting-ta-ding’), trademark
colours (for example the trademark purple colour with Cadbury), logo (for example
Lacoste), tagline (for example ‘think different’ is Apple’s tagline) etc.

Brand identity differs from organization to organization, because products are not alike.
They have unique characteristics. It is through brand identity that an organization seeks
to identify itself. It gives a picture as to how an organization will be perceived in the
market. A brand is unique due to its identity. Brand identity is also the aggregation of
what all the organization does. Hence it becomes the means of identifying one
organization from another.
Brand identity leads to brand loyalty, high credibility, good financial returns and brand
preference. If an organization has a unique brand identity, then the workers of that
organization are motivated and they will feel proud to work in a branded organization. It
reflects the durable qualities of the brand and also serves as a basic means of consumer
recognition and a distinguishing factor among the competitors. An organization
communicates its identity to the consumers through its branding and marketing
strategies.
Brand-added Value: From the Consumers’ Point of View
Brand-added value is the added price that a consumer is willing to pay while buying the
brand. This concept operates on the basis of the difference in preference when a choice is
made between the branded article ‘with’ a brand name and the same article ‘without’ a
brand name. On the basis of this concept, it is possible to find out how much a person is
willing to pay. For example, a brand like Apple can offer its laptops at 30-65% higher
prices than those of Dell or Acer. A brand like Samsung may offer its mobile phones at
double the cost than Micromax mobile phones.
Brands offer functions to consumers at different moments. These functions can be that of
identification, can be related to assurance or can be symbolic. The identification and
assurance functions play a role during the orientation and purchasing stage, whereas the
symbolic function plays a role after the purchase.
In identification function, the consumer makes a quick choice without too much effort
and recognizes the product, the product varieties, the intrinsic (inner) product attributes
and the extrinsic (external) product values. For this, the colour, image, design, logo and
holograms give cues that help in recognition. In the assurance function, there is
guarantee of quality, along with the identification function. The consumer does not feel
directly responsible in the case of failure. The symbolic function comes into play for the
consumer after the brand has been purchased. This function can be divided into an
expressive function, a socioadaptive function or an impressive function. The ‘expressive
function’ indicates what people find important in life and reflects their personality. The
‘socioadaptive function’ makes people become part of a group that uses that brand. This
also leads to group conformity or acceptability by that group. In case of the ‘impressive
function’, more than the environment, it is the consumer’s own feelings that have an

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impact. For example, after the use of Nike shoes when the consumer feels relaxed, happy
and energetic because of the special features and quality of the shoes, the impressive
function has been fulfilled.

Brand Equity: From the Producer’s and Consumer’s Point of View

Brand equity is the financial value of a brand that is represented in its organization. It is
about how the producer of that brand looks forward for a healthier balance sheet as a
result of brand-building. For consumers, brand equity occurs when consumers have
increased awareness of a particular brand and hold great favourable brand associations
in their memory. If brand identity is about the added values that the consumer relates to
a certain brand, brand equity is about how they evaluate the brand values compared to
other brands. Customer-based brand equity is the differential effect that brand
knowledge has on consumer response, to the marketing of one brand from another.
Brand equity is about certainties regarding selection of a brand. A strong brand has a
group of visitors and purchasers who are loyal to it and propagate it to others.
A strong brand offers some guarantee that it has potential buyers. Due to a preferential
position taken by the consumer, a higher price can be asked for products and services of
a brand than for those that are not branded. For example, even for the so called top-
brands, Spar, which is a Dutch Multinational retail chain and franchise brand which has
approximately 12,500 stores in 42 countries, pays a lower purchasing price than Lidl, a
German global discount supermarket chain. Similarly Food Bazaar is a discount
supermarket chain compared to Godrej Nature Basket which is a premiumly positioned
supermarket chain.
 Objectives of Sponsorship activities
Objectives that sponsorship is expected to fulfill vary from business to business although
it can be said that there are no unique and clear objectives. In general, sponsorship may
have two approaches, whether a short term campaign driven sponsorship or a long term
brand driven sponsorship with being seen as forms of sports sponsorships (Jiffer and
Roos 1999). According to Pelsmacker et al. (2010) sponsorship activities have marketing
objectives which results in three pillars: Awareness building, Brand image and
Sales/market share.
Marketing objectives of Sponsorship
 Awareness Building
-Increase awareness with actual and potential customers
-Confirm market leadership
-Increase new product awareness

 Brand Image
-Alter perception of brand
- Identify brand with particular market segment

 Sales/market share
-Induce trial of new product
- Increase sales/market share

 Role of the event sponsorship

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Over the past three decades, sponsorship of corporate events, sport events and musical
events has become an essential part of the industry by providing financial support to
organisers. A sponsorship is an extension of the relationship marketing concept and can
be used to build long-term business models to cultivate funding between the event
industry and multinational companies. Sponsorship demand has increased in the United
Kingdom with media and commercial companies supporting events by providing
financial aid and allowing the event to gain increased exposure to the market. Asking for
attendee data, advertising at the event site, hospitality and complementary tickets allows
the sponsoring organisation to develop and grow and create positive associations with
the brand name. Large companies can sponsor events to get a competitive edge over their
rivals and they can act as opportunities to appeal to a wider audience.
The events industry relies on sponsorship to meet ever challenging budgets, and so
sponsorship has become a vital part of the event organisation to enhance the event
experience. In the same vein, sponsorship managers may recognise the benefits of
involvement with an event as it allows them new and increased marketing opportunities
through participation in promotional programmes. Since live outdoor music events have
grown in popularity and attendance can now reach the thousands, large companies such
as Coca Cola, Pepsi, McDonalds and Red Bull see a long-term benefit in being associated
with international festivals and events. The main reason for the shift in companies
sponsoring musical festivals, carnivals and community events lies in their values in
increasing sales and brand exposures to wider audiences and enhancing the brand’s
awareness and company image to target audiences.
It’s encouraging to see that there is openness amongst festival-goers to engage with
sponsors. Despite the majority being neutral towards sponsors, two in five believe that
sponsorship is a great way for brands to promote their products and services, with 24%
going as far as to say that visiting sponsor areas are an important part of the experience.
Large outdoor music festivals are one of the major contributors to the UK economy and
help event organisers fill the gap in the budget via sponsorship deals. A report produced
by Unlocking Potential on the festival industry and funding models stated: Sponsors are
also often needed to fill a shortfall in revenue. Even large scale, long running festivals like
Isle of Wight struggle to make a profit some years. John Giddings, organiser of the festival
and Solo promoter, says that despite the high running cost of the festival at £10 million
each year, it won’t make a profit every time. He argues that sponsorship is a vital safety
net to help cover running costs in these years.
Therefore, event sponsorships play a crucial role within the event industry and support
the local economy through employment creation, helping local hospitality businesses and
the transport sector. Moreover, sponsorships help to create long term benefits for the
events industry and to create local tourism for the local economy.

 WHAT IS EVENT ADVERTISING?

Event advertising is exactly what its name implies, the practice of advertising your
event. It means exploiting every channel possible to maximise coverage, spread the
word and make sure your event is a sell out.

 WHY IS EVENT ADVERTISING IMPORTANT?

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We may have arranged the ultimate event. We may have booked top talent, hired
an amazing venue, organised sumptuous catering and have all the staff and support
necessary. We may have delivered our brief to the letter yet all that effort will be
for nothing if nobody turns up. Not only will you or your client be facing a financial
loss, it won’t do your brand or reputation much good either.

For an event to be a success on every level, it has to be popular. You don’t have to
sell every ticket but you need enough attendance to make the event look and feel
popular, create the right atmosphere and make those that do attend feel like they
are at an exclusive event. All those things and more are why event advertising is so
important.

 HOW TO SUCCESSFULLY ADVERTISE AN EVENT

We could write for days on just the subject of successful event advertisement, but
we won’t. Instead, we will provide the most important elements you need to know
in order to successfully advertise an event.

Identify your target audience

You will already have a good idea of the type of person you’re trying to attract from
the initial event brief. Bear this in mind when advertising your event and have it at
the forefront of your mind from this moment on.

Consider where the target demographic can be found, what advertising and
communication mediums they might use and the language and style of
communication that will resonate well.

If your target audience is high earning corporate forty somethings, a Snapchat

advertising campaign won’t reach them. Similarly, if your target is tweens, placing
a half-page ad in a broadsheet isn’t going to work either. Use the most appropriate
channels for the audience to maximise its potential.

Get the website right

The website is the cornerstone of your event advertising. Whether it’s a landing
page or full website, it needs to be ready to go live, provide all the information
required for readers to make a buying decision and then a short path to purchase.
Use graphics, use calls to action and make sure your website loads qu ickly, works
on mobile and has the capacity to cope with very high demand.

Use listing websites

The internet is full of websites that list events. Use them to your advantage. Once
the event website is up and running, list it everywhere you can. Websites su ch
as The List, WeGotTickets, Billetto, Ticketea, Eventbrite fit the bill. There are
hundreds of these sites. Pick the top 10 or 20 and make sure you’re on them all.
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 Don’t forget email
Email still has an important role to play in event advertising so make sure it’s part
of your marketing mix. Target your email list carefully and make sure to craft a
compelling email that shows your event off at its best.

Use social media

Bearing your target market in mind, social media is vital in any event advert ising
campaign. Consider the channels your target will use and make sure your event is
visible on those platforms. The corporate audience would be most likely to use
LinkedIn and Facebook while younger audiences will use a wider mix of channels.

Content marketing
Back up your event advertising efforts with a steady stream of good quality
content. Variety is key here, create graphics, blog posts and articles, shoot videos
and cover the mediums your target market will most relate to. Place your content
on websites that also appeal to your target.

 TOP TIPS TO ADVERTISE AN EVENT

Here are some tried and tested tips around event advertisement. Feel free to use
some or all to promote your own event.

 Timing is everything – Get the word out early so guests can reserve the date.
Gradually build up your advertising as you get closer to the event. Older guests
will plan earlier while younger guests tend to not plan quite so far ahead.
 Enlist a celebrity or influencer – Find a celebrity your target market will
identify with and hire them or enlist their help. Social media influencers work
best for younger markets and reach more people in a single Tweet or Facebook
post than it could take you weeks to reach.
 Include ticket offers, giveaways and prizes – Never underestimate the power
of a freebie. If one person wins a ticket, they may bring others who will buy
theirs. It creates buzz, will be shared widely and can do a lot of good for your
event.
 Never forget offline advertising – The internet and social media are powerful
mediums but they aren’t everything. Remember magazine, news, radio, signage,
billboards and other offline methods too. Use what is most appropriate for your
target audience.

 Event advertising examples

We sometimes find it useful to show how a big brand has used event advertising to
great effect. That way you see the advice in action while gaining valuable insight
into how a well-crafted advertising campaign can work.

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Bombay Sapphire

Bombay Sapphire hired Creative Pro in Poland to create The Grand Journey . It
included top class food with a train journey to experience the lifestyle the brand
wants to associated itself with. If anything sells a lifestyle, a luxury trip on a train
with fantastic food and cocktails using Bombay Sapphire is it!
Experiential activation by JetBlue

Experiential activations are an installation that provokes interaction. In this

case, airline JetBlue were promoting a new route between Palm Springs and New
York. It used a block of ice with items embedded inside and offered the chance for
passers-by to use whatever they had with them to break a prize free. If they
succeeded, they got to keep the prize.

 Publicity and Public Relations

 Publicity
Publicity is also a way of mass communication. It is not a paid form of mass
communication that involves getting favourable response of buyers by placing
commercially significant news in mass media. Publicity is not paid for by the
organisation. Publicity comes from reporters, columnists, and journalists. It can be
considered as a part of public relations.

Publicity involves giving public speeches, giving interviews, conducting seminars,

offering charitable donations, inaugurating mega events by film actors, cricketers,
politicians, or popular personalities, arranging stage show, etc., that attract mass media
to publish the news about them.

Publicity is undertaken for a wide range of purposes like promoting new products,
increasing sales of existing product, etc. It also aimed at highlighting employees’
achievements, company’s civic activities, pollution control steps, research and
development successes, financial performance, its progress, any other missionary
activities, or social contribution.

 Definitions:

Publicity has been defined as:

1. William J. Stanton:
“Publicity is any promotional communication regarding an organisation and/or its
products where the message is not paid for by the organisation benefiting from it.”

2. Philip Kotler:

“Non-personal stimulation of demand for the product or service, or business unit by

placing commercially significant news about it in public medium or obtaining
favourable presentation of it upon radio, television, or stage that is not paid for by the
sponsor.”

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  Characteristics of Publicity:
Key characteristics of publicity have been briefly described in following part:
1. Meaning:
Publicity is not a paid form of mass communication that involves getting favourable
response of buyers by placing commercially significant news in mass media. It involves
obtaining favourable presentation upon radio, newspapers, television, or stage that is
not paid for by the sponsor.

2. Non-paid Form:
Publicity is not a paid form of communication. It is not directly paid by producer.
However, it involves various indirect costs. For example, a firm needs some amount for
arranging function, calling press conference, inviting outstanding personalities,
decorating of stage, other related costs, etc.

3. Various Media:
Mostly, publicity can be carried via newspapers, magazines, radio, or television. For
example, in case a product is launched by popular personality in a grand function, the
mass media like newspapers, television, radio, magazines, etc., will definitely publicize
the event.

4. Objectives:
Sales promotion is undertaken for a wide variety of purposes. They may include
promotion of new product, pollution control, special achievements of employees,
publicizing new policies, or increase in sales. It is primarily concerns with publishing or
highlighting company’s activities and products. It is targeted to build company’s image.
In a long run, it can contribute to increase sales.

5. Control of Producer:
Company has no control over publicity in terms of message, time, frequency,
information, and medium. It comes through mass media like radio, newspapers,
television, etc. It is given independently by the third party. It is presented as a news
rather than propaganda.

6. Credibility/Social Significance:
Publicity has high degree of credibility or reliability as it comes from mass media
independently. It is given as news for social interest. It has more social significance
compared to other means of market promotion.

7. Part of Public Relations:

Publicity is a part of broad public relations efforts and activities. Public relations
includes improving, establishing, and maintaining direct relations with all publics.
Publicity can help improve public relations.

8. Costs:
Publicity can be done at much lower cost than advertising. Company needs to spend a
little amount to get the event or function publicized.

9. Effect:

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Publicity message is more likely to be read, viewed, heard, and reacted by audience. It
has a high degree of believability as it is given by the third party.

10. Repetition:
Frequency or repetition of publicity in mass media depends upon its social significance
or the values for news. Mostly, it appears only once.

 Importance of Publicity:
Like advertising and sales promotion, sales can be increased by publicity, too. Publicity
carries more credibility compared to advertisement. Publicity is cost free; it doesn’t
involve direct cost. Publicity offers a lot of benefits to the producers and distributors.

Importance of publicity can be made clear from the below stated points:
1. Publicity is an effective medium to disseminate message to the mass with more
credibility. People have more trust on news given by publicity.

2. The credibility level of publicity is much higher than advertising and other means of
market promotion. People express more trust on what the third party independently
says. It appears directly through newspapers, magazines, television, or radio by the
third party. It is free from bias.

3. It provides more information as the valuable information is free from space and time
constraints. Similarly, publicity takes place immediately. No need to wait for time or
space in mass media. It enjoys priority.

4. The firm is not required to pay for publicity. The indirect costs related to publicity are
much lower than other means of promotion.

5. It is a part of public relations. It is free from exaggeration; it carries more factual

information about company. It is more trustable. It helps establish public relations.

6. Generally, publicity covers the varied information. It normally involves name of

company, its goods and services, history, outstanding achievements, and other similar
issues. The knowledge is more complete compared to advertisement.

7. Publicity directly helps middlemen and sale persons. Their tasks become easy.
Publicity speaks a lot about products on behalf of middlemen and salesmen. Sellers are
not required to provide more information to convince the buyers.

8. It is suitable to those companies which cannot effort the expensive ways to promote
the product.

9. Publicity increases credit or fame of the company. Publicity on company’s assistance

in relief operations during flood, earthquake, draught, and other natural calamities
highlights its name and social contribution in mass media. People hold high esteem to
this company.

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10. Publicity can be used by non-commercial organisations/institutes like universities,
hospitals, associations of blinds or handicaps, and other social and missionary
organisations. They can publicize their noble works by the medium of publicity.

 Objectives of Publicity:
Publicity is aimed at a number of objectives.

The most common objectives of publicity have been discussed in brief as under:
1. Building Corporate Image:
Through publicity, a company can build or improve its corporate image. People trust
more on what press reporters, columnists, or newsreaders say via mass media
independently than what the company says. Publicity highlights the company’s name
and operations. It popularizes the name of the company.

2. Economy:
It is a cost saving medium. Here, a company is not required to pay for message
preparation, buying space and time, etc. The cost involved is much lower than other
means of market promotion. Financially poor companies may opt for publicity.

3. Assisting Middlemen and Salesmen:

Publicity can help middlemen and salesmen in performing the sales-related activities
successfully. Information conveyed through publicity speaks a lot of things on behalf of
sellers. Publicity makes selling tasks much easier.

4. Information with High Creditability:

Sometimes, publicity is targeted to disseminate information more reliably. Customers
do not express doubts on what publicity appeals. Customers assign more value to
information supplied by mass media via publicity than by the advertisement.

5. Removing Misunderstanding or Bad Image:

Company can defend the product that has encountered public problems. In many cases,
publicity is aimed at removing misunderstanding or bad impression. Whatever a
publicity conveys is more likely to be believed.

6. Building Interest on Product Categories:

Publicity attracts attention of buyers. Due to more trusted news, people build interest in
various products and activities.

7. Newsworthiness Information:
Publicity publicizes the fact in an interesting ways. Publicity is eye-catching in nature.
People do not skip the news presented by publicity that more likely happens in case of
advertising. For example, when a new product is launched by the distinguished
personalities like film star, eminent artist, or cricketer in a grand function, the product
becomes popular within no time.

 MEANING AND SCOPE OF PUBLIC RELATIONS

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Public relations started as publicity, but today its scope has enlarged to an extent that it
is being defined as "helping and organisation and its public adapt mutually to each
other." The focus in this management function is on mutual accommodation rather than
a one-sided imposition of a view point. Perhaps, it's only because of this reason the
scope of the PR has become so broad and wide. Further, the use of variety of terms as
substitutes or euphemisms - such as corporate communication, corporate affairs, public
affairs, has caused confusions about what PR is and what is not.
Conventionally, Public Relations department was considered to be a small appendage to
a large corporation with four major functional areas: Finance, Operations, Marketing
and Personnel or Human Resource Management. In such corporations, all such activity,
as not specifically falling under the jurisdictions of any functional department was given
to the PR department. However, today there is increasing relisation on "Relations" . The
PR department is in constant interaction with all other functional departments. For
example, financial PR helps in resource mobilisation; labour relations for shop floor
productivity; consumer relations for better understanding of customer needs; and
employee relations for morale and team building. Not only this, today PR helps in
strategy formulations and organisational policies as this is the department which works
as the bridge between various publics of the organisations and the various functional
departments.

 PUBLIC RELATIONS IN MARKETING

As far as the marketing function of any organisation is concerned, PR can help, if not
more, at least in six different ways, apart from supplementing and enhancing the impact
of the advertising effort:

1 Helping create a market

Marketing assumes the existence of a market, and the role of marketing invariably is to
satisfy the needs and wants of those who constitute the market. However, sometimes
companies face a situation where market is blocked for them and they just can't
operate, For example, in India until 1982. India was a blocked market for colour
televisions as the colour transmission didn't exist. For all TV manufacturers, the
marketing task was to convince the government to commence transmission in colour.
The opportunity was the "Asian Games" and the Ministry of Information. and
Broadcasting (MIB) was, perhaps, convinced on the need' to telecast the prestigious
games to the rest of the world in colour. Here one can see the linkage between political
strategy of a country influencing the opening of the markets. It is said that companies
therefore, must identify the people with the power to open the gates of the blocked
markets and prevail upon them to exercise their power. Such tasks fall under the
domain of Public Relations, and not marketing. It is suggested that the organisations
should not only identify the chief gatekeeper,' but also determine the right mix of
incentives to offer, Under what circumstances will the gatekeepers cooperate? Is
legislator X primarily seeking fame, fortune or power? How can the company induce this
legislator to corporate? In some countries, the answer may be with a cash payoff ( a
hidden P of the marketing Mix). Elsewhere, a payoff in entertainment, travel or
campaign contributions may work.' What is expected is to successfully negotiate and do
lobbying in order to successfully achieve the objectives which you have been lobbying
for. Kotler (1986) in his article of Mega marketing has said that "successful marketing is
increasingly becoming a political exercise." Pepsi Cola outwitted its arch rival, CocaCola,

Page 21 of 25
by striking a deal to gain entry into India's huge consumer market, fast heading towards
1,000 million people. While Coca-Cola withdrew from India in 1978, Pepsi made an
entry forming a joint venture with an Indian counterpart, winning governmental
approvals, despite opposition from other Indian soft drink companies, and anti-MNC
legislations. The package offered included exports of agro-based products, focus on
rural markets, newer food processing, packaging and water treatment technology. This
package was attractive enough to win over various interest groups. Taking the example
of Pepsi Cola's entry into the Indian market, Kotler emphasised the need for supplying
benefits to parties other than target consumers. "This need extends beyond the
requirements to serve and satisfy normal intermediaries like agents, distributors and
dealers," These so-called third parties included governments, labour unions and other
interest groups that individually or collectively, can block profitable entry into a market.
These groups act as gatekeepers and they are growing in 'importance, In dealing with
such groups, one has to add two more Ps, i.e., Power and Public Relations.
2. Influencing non-consumer groups
Invariably, marketing addresses its efforts to the ultimate consumer and overlooks
those , which might influence the bottom line. Such groups of people or publics are
advertised by the public relations function for overall organisational goals. A typical
example is that a medical representative calls on a physician he does not aim to sell
medicines, like any typical salespersons involved in marketing 'and selling. The medical
representative has a purpose of just to keep the physician informed about the new
products and formulations the company has introduced in the market and though
public relations expects the physician to recommend his (medical representative's)
medicines to' the patients. Similar is the case with ' representatives of publishing houses
who visit teachers in different schools, colleges to inform teachers and not to make
them buy their books, One can identify many such examples where PR programmes are
strategically and regularly executed to meet the business objectives from the target
audience other than non-consumer groups.
3. Influencing the influentials in crisis
How to and how not to communicate during crisis is also a strategic decision, The
marketing crisis can range from product failure or tampering during transit or by trade,
protests by activists (eg., KFC in Bangalore), accidents (eg., fire in a hotel), government
pronouncements (BVO in Limca), etc, Such situations of crisis get complicated and they
get further messed up due to inaccurate reporting. The organisations by not submitting
clarifications to the media due to the fear of jeopardising the legal stand, might end up
with a negative image in crisis, Denials or withholding information may be viewed as a
cover up and even look like admission of guilt automatically. convinced on the need' to
telecast the prestigious games to the rest of the world in colour. Here one can see the
linkage between political strategy of a country influencing the opening of the markets. It
is said that companies therefore, must identify the people with the power to open the
gates of the blocked markets and prevail upon them to exercise their power. Such tasks
fall under the domain of Public Relations, and not marketing. It is suggested that the
organisations should not only identify the chief gatekeeper,' but also determine the
right mix of incentives to offer, Under what circumstances will the gatekeepers
cooperate? Is legislator X primarily seeking fame, fortune or power? How can the
company induce this legislator to corporate? In some countries, the answer may be with
a cash payoff ( a hidden P of the marketing Mix). Elsewhere, a payoff in entertainment,
travel or campaign contributions may work.' What is expected is to successfully

Page 22 of 25
negotiate and do lobbying in order to successfully achieve the objectives which you
have been lobbying for.
Kotler (1986) in his article of Mega marketing has said that "successful marketing is
increasingly becoming a political exercise." Pepsi Cola outwitted its arch rival, CocaCola,
by striking a deal to gain entry into India's huge consumer market, fast heading towards
1,000 million people. While Coca-Cola withdrew from India in 1978, Pepsi made an
entry forming a joint venture with an Indian counterpart, winning governmental
approvals, despite opposition from other Indian soft drink companies, and anti-MNC
legislations. The package offered included exports of agro-based products, focus on
rural markets, newer food processing, packaging and water treatment technology. This
package was attractive enough to win over various interest groups.
Taking the example of Pepsi Cola's entry into the Indian market, Kotler emphasised the
need for supplying benefits to parties other than target consumers. "This need extends
beyond the requirements to serve and satisfy normal intermediaries like agents,
distributors and dealers," These so-called third parties included governments, labour
unions and other interest groups that individually or collectively, can block profitable
entry into a market. These groups act as gatekeepers and they are growing in
'importance, In dealing with such groups, one has to add two more Ps, i.e., Power and
Public Relations.

4. Influencing non-consumer groups

Invariably, marketing addresses its efforts to the ultimate consumer and overlooks
those , which might influence the bottomline. Such groups of people or publics are
advertised by the public relations function for overall organisational goals. A typical
example is that a medical representative calls on a physician he does not aim to sell
medicines, like any typical salespersons involved in marketing 'and selling. The medical
representative has a purpose of just to keep the physician informed about the new
products and formulations the company has introduced in the market and though
public relations expects the physician to recommend his (medical representative's)
medicines to' the patients.
Similar is the case with ' representatives of publishing houses who visit teachers in
different schools, colleges to inform teachers and not to make them buy their books,
One can identify many such examples where PR programmes are strategically and
regularly executed to meet the business objectives from the target audience other than
non-consumer groups.

5. Influencing the influentials in crisis

How to and how not to communicate during crisis is also a strategic decision, The
marketing crisis can range from product failure or tampering during transit or by trade,
protests by activists (eg., KFC in Bangalore), accidents (eg., fire in a hotel), government
pronouncements (BVO in Limca), etc, Such situations of crisis get complicated and they
get further messed up due to inaccurate reporting. The organisations by not submitting
clarifications to the media due to the fear of jeopardising the legal stand, might end up
with a negative image in crisis, Denials or withholding information may be viewed as a
cover up and even look like admission of guilt automatically.
In such situations, it is suggested that legal and marketing objectives should be dealt
with separately. In such situations, the thumb rule is to confirm facts rather than giving
explanations. It is likely that as a result of this organisations might emerge with a
cleaner image.

Page 23 of 25
6. Influencing the dealers and sales people
Most organisations find it difficult to reach their product to the consumers directly, and,
instead they use either a sales force to sell their goods door to door or to dealers and on
the other hand they have a whole lot of intermediaries who participate in reaching the
company's product from manufacturing point to the consumption place. It is the trade
which might push the product in the market and give priority to a product over the
competitors. It is, therefore, important to exercise good relations with dealers,
wholesalers who contribute significantly in making the bottom line in the balance sheet,
rosier. Dealer conferences, conventions, display contents, gifts, in-house publications,
etc., are all such PR tools to achieve dealers' support and cooperation. Similar is the
significance of the sales force.
7. Influencing direct consumers through means other than advertising
In certain industries, it is not possible to use the conventional promotion tools with
success. For example, in advertising is really rare. There are others organisations where
the size of the operation is not large enough to support a heavy promotional budget.
There are other who find it difficult to advertise or promote as it might lead to a bad
taste. For example, a hospital might find it very difficult to advertise abortion services,
Similar could be the case for open heart surgery or other services.
Arising out of these reasons, the conventional promotional tools have a limited use.
Duncan (1985) has suggested that the services sector industries have to think about
other promotional tools.
There are very successful examples like a medical doctor specialising in eye care
running his own clinic-cum-nursing home and organising free eye camps in his region.
This community service not only spread his name, but also proves his competence. The
local newspapers might carry stories about such camps to give further boost to the
promotion.
Therefore, promotional activities like community relations, event management, media
biltz, corporate identity programmes have a relevance and they should be used
innovatively and effectively

8. Influencing employees to serve the customers better

In the exchange process, often a range of contacts between the firm and customer takes
place. Managing and operating these contacts are the responsibility of operations of
non-marketing departments. Nevertheless, these contacts, i.e., buyer-seller future
buying behaviour of the customer as well as on word of mouth should be considered
marketing resources and activities and managed as such.
Marketing activities in such organisations can, therefore, be clubbed under three major
heads, (Gronroos 1990) namely : External marketing, Internal marketing and
Interactive Marketing.
The traditional 4Ps of the marketing mix are basically external to an organisation as
these efforts are targeted at customers. However, every single individual in an
organisations play some role in marketing a product or service and,. therefore, any
effort by the company by way of training on product knowledge, product handling,
customer knowledge, selling etc., in addition to motivation, can be taken as the internal
marketing tool. Interactive marketing relates to the skill of employees in handling,
customer contact. A customer judges the quality not only on the basis of technical
quality of the product-services package, but also by its functional quality.

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The core of such a model is the moment of truth of the buyer-seller interaction. In these
moments of truth, the value to customers is created. If they are not taken care of, quality
as perceived by the customers gets damaged and thus amount to loss of business.
The value for customers is totally produced in the moments of truth but also pre
produced by the supporting part of the organisation. Therefore, the tasks of marketing
management in two heads: The first category of tasks relate to giving promises, and the
second to the fulfilling promises.
Customer's experiences of the moments of truth are based on certain expectations
created by the service provider. The traditional marketing efforts give promises, which
correspond with the personal need and aspirations of the target group of customers. In
addition, employees abilities and motivation to meet the expectations of customer as
created by external marketing efforts are backed up by internal marketing efforts. By
creating and maintaining a service culture through marketing campaigns and activities
directed towards the employees, the organisation may prepare its employees for the
moments of truth.
Personal management policies based on a detailed understanding of employees
personal needs of jobs, life and career path, role ambiguity role conflicts and job
conflicts, employee motivation, etc,, would have a definite impact on employee
performance in the moments of trust of buyer-seller interactions.

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