Events form an essential form of the society. People tend to organize events for a wide variety of reasons which include entertainment, special cause, business and others (Getz, 2012). The event which will be discussed here is about an event which will be take place for a cause. The event will be an `End of Season Sale` exhibition held in Association with the `Cancer Australia`. Various brands like Zara, H & M, Gucci, Versace, Mango, Vero Moda and Only will be taking part in the given exhibition to bring out their collection.
The products will be sold at half the prices which will attract a large crowd. The brands have decided to contribute the earnings from the given exhibition to the Association Cancer Australia. As the spring season is coming to an end, various global brands put up sales in various part of the world. However, this year the brands decided to come together for a cause. The exhibition will be a one day event held in Brisbane Exhibition Ground where all the above mentioned brands will offer their best collections at half the price.
The target market for the event will be all age groups and individuals who love the collection of the given brands. The brands will be offering huge sales and thus, price would not remain a question anymore (Goldblatt, 2011). All income groups can visit the exhibition. This sale might interest regular shoppers who look out for branded clothes and are concerned about fashion.
The proposal has been presented in a systematized manner whereby the event schedule, marketing strategies and justifications along with proposed event experience will be elaborated in detail.
Briefings
The event will be named `End of Seasons Australia `. The proposed date for the given event has been set as 3rd of April, 2018. The event i scheduled to take place in Brisbane Exhibition Ground which would provide sufficient space to the various global retailers to set out the goods and products easily and cater to the different needs of the target market.
Timing and Fees
The proposed timings for the event will be from 10 am to 8 pm. The crowd visiting the exhibition will have to pay a nominal fee of 10 Australian dollars. With the nominal fee they will be receiving drinks and food coupons as well.
Venue
The rent of Brisbane ground for one day will be around 20000 Australian Dollars. This rent will be paid by the retailers. The catering for the food coupons will be done Blakes Feast catering (Preston & Hoyle, 2012). The catering service will not be taking any fees for the event and is treating the event as A Corporate Social Responsibility Activity.
Amount expected to be raised
It is estimated that these exhibition will help in accumulating around 500000 Australian Dollars. All of this will be going towards the Cancer Organization. The global retailers are engaging in the given event as a part of their Corporate Social Responsibility.
Benefits of the plan
The benefits of the given event plan are as follows:
The marketing strategies of the given event will be based on the event type and the target market. Based on the type of event of the marketing strategies that have been decided are as follows:
The social media marketing technique is one of the most popular marketing techniques. Due to high number of users, the social media marketing tends to help the different companies to make the users aware of the products that they have been offering and helps them to convey the details of an upcoming offer or detail.
Figure 1: The given figure reflects the social media and internet usage as per different age groups. (Source: Kear, 2018).
The organizers can form a page named End of Season Sale Australia. This page can consist of various posts and details of the events that will be taking place and their details in spate posts.
The participants in the exhibition sales will also be required to post the details of the given event on their particular pages (Novikova & Kotenko, 2013). As the pages of these brands have around millions of followers, it may help the consumers to come to know about the exhibition easily. The brands can also provide a sneak peak of their collection which they will be presenting in the sale.
The organizers may also make a twitter account and keep tweeting their latest news pertaining to the given event. The twitter accounts of the various brands may also take part and keep the users updated regarding the offers and collection at the exhibition sale.
This social media application is another important medium for marketing. The retailers can keep updating the followers on the kind of collection that they will be portraying and the offers they can expect.
Figure 2: Social media platforms as used by the marketers (Source: Rojek, 2014).
Benefits:
The social media marketing technique is one of the most commonly used marketing techniques present today. Using the given techniques, various companies have been able to gain success. Social media marketing method has a wide variety of methods as well. The given medium is cheap and easy to use. Additionally, the social media websites have a large number of users who can be contacted directly and the events can be marketed easily. The given social media websites and applications are extremely popular and used by everyone.
The organizers can create a new website with regards to the exhibition and provide more details to the target audience about it. The entrance fee that will be paid by the different consumers will be through this website only. Using the given website, the organizers can conduct live chats with the different consumer and solve their queries.
Benefits
Forming a separate website helps the organizers to create an identity for the given event. Using this identity the organizers will be able to able to connect to the different users on a personal note and using this website the consumers will be able to buy the tickets to the exhibition (Ziakas & Boukas, 2014). If the website would have not been there, the organizers would have to look out for alternative methods to offer the tickets to the consumers.
The organizers may also hire certain bloggers to blog about the upcoming event. There are various fashion bloggers in the country who can be the perfect promoters and marketer for the given event. If they keep updating their followers about this event then, a large footfall might be expected (Jaeger & Mykletun, 2013).
Benefits
The primary benefits of this method are that the fashion bloggers are extremely popular and that they will be a useful source of promoting the exhibition (Nordvall et al., 2014).
The old school media techniques never fail to impress the crowd. Australia is a country where a mixed crowd is present. Only advertising on the social media will not be able to help the company and therefore, the organizers need to see to it that they are able to successfully utilise these old techniques to market their event.
Benefits
Putting up billboards in different parts of the countries and an extra effort in Brisbane will go a long way in promoting the event to the general crowd. Passersby’s will be able to notice the advertisement and get attracted to the given event.
The organizers can indulge in print media marketing as well (Event Organizer Roundup: the Latest Event Marketing Ideas, 2018). The organizers as well as the retailers taking part in the exhibition sale can use this medium to attract the crowd.
The fashion magazines where the organizers can print their ads are as follows:
Benefits
These are high end magazines which may be used by the different customers in order to stay updated with the various trends in the fashion world (Ziakas & Boukas, 2014). Hence, advertising through this medium will hit the bull’s eye as everyone who is a fashion lover and wants to visit the exhibition will definitely be buying the magazines and this will be a perfect opportunity for the organizers (Thebalance.com. ,2018).
The organizers can also advertise the event schedule and date using the help of various newspapers such as follows:
Benefits
These newspapers have a separate events section. The organizers can start advertising for the event 5 days prior to the event to increase the footfall of the given event and highlight the major components of the exhibition sale.
As this is not the first event that will be taking place and the organizers will be having a well maintained database with regards to the various customers (10 Event Marketing Tips, 2018). The organizer can make use of this database and send news letters to the different customers with whom the organizers have dealt with in the past thus inviting them for the particular event which will be taking place.
Benefits
The newsletters are sent over mails and many people treat emails seriously thereby leading to an effective marketing strategy for the firm.
As the event has been designed for a five year time frame, taking a feedback from the different customers is extremely important so that there may exist a space for improvement in future.
Benefits
If these feedbacks are well recorded, the event can become a greater success the next time using this marketing strategy.
During the sales exhibition, the organizers can go live on various social media sites to gain global exposure.
Pre event
The event experience which has been aimed to be delivered consists of providing a sense of excitement to the different consumers and the global retailers who will be taking part in the exhibition sale. There will be meetings and sessions which will be designed so that the various retailers can gel with one another. There will also be certain visits to the different to various cancer hospitals so that the various retailers feel connected to the cause (Jones & Jones, 2014).
During event
During the event, the organizers aim to build an environment of peace as well as excitement. The organizers want to build a friendly environment which will uphold the spirit of the event.
Post event
The organisers want to provide satisfaction to the consumers and participating retailers alike so that the event is larger in the following year.
Conclusion
Therefore, from the given proposal it could be identified that organizing and managing the event is not an easy task and that a large amount of resources, time and efforts go towards the given events. The proposal discussed the various aspects of the given event. The brief introduction concentrated on the different aspects of the event and the venue timings as well. The second part of the proposal discussed the event schedule and the importance of an event schedule. The next aspect of the report was one of the most important aspects which comprised of the various marketing strategies which may be applied to the given event. The event shall enrich the lives of various cancer patients by contributing the funds raised to Cancer Australia.
References
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