Marketing and communication

Marketing is communication is essential in events.

If you were not to marketing nor communicate your event would be likely to be unsuccessful.

Positioning is key, you would need to specifically focus on different customer segments. Promotion is what makes your even different to others to stand out from competitors you need to mainly be clear in what you are offering and what your unique selling point is.


To communicate the benefits of your event to the customers. Build on reputation and also encourage referrals, work to a timeline be entertaining and develop long and profitable relationship.

There are three main different ways of doing this, through press (regionally, nationally, daily, weekly, monthly and even for free)

Radio- BBC, national, regional& local.

TV- BBC, ITV, SKY, national, regional& digital.

Online advertising.

Sometimes referred to as ‘search engine marketing’ paid Chanel marketing or pay-per-click marketing

The terms are often used interchangeably to describe what is essentially the and concept.

It is measurable, sophisticated with regards to targeting and it making is possible to calculate both long and short-term value for how much revenue resulted from each and every incoming website visit.

Online advertisement is a multi-million- pound industry with digital as spending worldwide hitting £120 billion in 2014 and accounting for one-quarter of total media spending.

Once you run out of money to put the ads up- The traffic won’t stop coming in.

If you’re not smart about your online advertising there is a high risk that you actually lose money in your investment. This will negatively effect your business/ event.

If we can communicate, we can network. ‘Networking begins as basic communication between people who share an interest in each other and their business, for the purpose of advancing opportunities for each of those who participate in the network’ Asimus, L, 2012

Public relations– it is essesntial to for an events to be success, good PR in the form of favourable previews, interviews can hugely benefit you!

Photos and listings can make or break and event. A full page interview with a photo can cost nothing and is more effective than paying for the same size advert in the same publication.

Communicate and engage

Experiential events tent to communicate on a much more personal level, they have the ability to generate a deeper level of emotional engage meant and often results in better conversion rate and at a small costs. These events can range from high profile invite only events to tasters at a local farmers market.

Designing the event experience.

‘Design is defined only as visual problem solving or communication (Shedroff in Getz, 2016)

Design is essential to an events success in different ways for example as it leads to improvement of the event on every level, the ‘core values’ of the event provide the starting point.

Why is the event being held?

Who is the event for?

What are it’s substance and intended outcomes (Brown and James 2004)

When designing the event what would be needed was to put the audience first in out thinking, planning and in the development of an original concept.

Working out who the audience is, is a challenge, it is an opportunity to engage and communicate with out audiences in new ways and more effective ways. When creating the correct audience ensures that not only the event achieves it’s aims and objectives, but will also provide experiences where the audience are connected and even joined as one.

Brown and James 2004, discussed 5 design principles for events these are as follows;






They also emphasised the need for creativity and uniqueness in event design, as generic events offering the same benefits are unlikely to endure.

The creative challenge (Pine and Giomour, 1999)

There will be many creative challenges that exist for the event experience designer.

Events require aesthetic design, particularly to crate the right atmosphere but there is much more to it.

Themes that alter the visitors sense of time, place and reality. Positives caused such as high quality customer service, entertainment , food drink and other sensory elements.

Technical support from technicians, set designers, prop managers, stage crews and costumer designers.

The event purpose- the purpose of any event is to suggest what experiences might be had to facilitate positive experiences and to enable everyone concerned, as much as possible a to realise their goals.

Whatever the design process, it is necessary to research and their b feedback from stakeholders. This should lead to improvement, otherwise the designer is guilty of either taking a ‘product orientation’ or creating art for its own sake (with no problem being solved)

Being innovative is a way to differentiate: to be innovative, events organisers must strive to constantly learn, reform and renew their approach to management and design. Achieving innovation is about Organization culture that fosters innovated leadership and planning. Innovators tap into the raw creativity or design around the staging of the events and the experience outcome.

Designing the setting.

Event settings are places that have to be defined as ‘special’ for the duration of a planned event. The main initial considerations are location site characteristics and the social- cultural context.

Infrastructure and management systems then have to be developed or modified, including basic services, theme and programme, amenities and guest services, security and controls.

Setting and management systems will interact with the people dimensions (staff, volunteers, participants, performer, others guests and customers) in shaping the whole event experience.

There are unlimited ways to combine setting, management and people, yielding great opportunists for creative event design.

Commercial viability

can the show work in the chosen space

-what are the artists expectations

– if you’re forecasting a loss, is it a loss leader?

– can you demonstrate flexibility and a wider understanding of different music genres and audience profiles?

Breadth can engender more business for your venue and better credibility for you as an individual.

Event selection

Know your target market, play to your strengths, time your activities for both long and short term, be aware of the seasonal opportunities and ensure you are developing and sustain relationships.