Event Marketing
Pareto principle states that ___% of your revenue comes from ___% of your consumers
80, 20
What are the two different kinds of contracts?
Bilateral and unilateral
What does DIM stand for?
Developing, implementing, managing
What are the three stages of an event?
Pre-event, during the event, and post-event
What is one example of a spectator touchpoint?
Ticket purchase, planning the trip, traffic flow to the facility, parking, pre-event entertainment, facility entry, security, seating access, wi-fi quality, concessions, souvenir merchandise, restrooms, in-game entertainment, the game itself, facility exit, post-event entertainment, traffic flow away from the facility
What is one consumer motivation to attend an event?
Achievement/performance, affiliation, escape from daily life, excitement and drama, family togetherness, fun and entertainment, health and fitness, learning and discovery, national pride, social interaction, supporting a cause
What kind of insurance is always necessary?
Liability insurance
What is the most common weather-related killer?
Heat
How many Americans volunteered for various organizations in 2019?
77.9 million
What is one way to receive traditional feedback from a spectator?
Surveys, depth interviews, focus groups
What is a market segment?
Groups of consumers or potential consumers with similar attributes, attitudes, needs, or behaviors
What federal legislation was formed in 1990 that requires facilities to provide barrier-free accommodations?
Americans with Disabilities Act (ADA)
What are the three steps in a risk management plan?
Identify, assess/classify, and treat/manage
Herzberg's two-factor theory regarding motivating staff said what?
Hygiene factors are those that surround the job rather than the job itself
What is one key step to developing a journey map?
Touchpoints, motivations, questions, obstacles, metrics, improvements
What is one reason why sporting events are unique:
Sport consumers tend to be highly identified with the sport or event, every sporting event is a unique experience, sporting events consist of both core offerings and extensions, the cost of attending is often much greater than the ticket price, sporting events are social; consumers prefer to attend or participate with other consumers, sporting events cannot be inventoried
What does OSHA stand for?
Occupational Safety and Health Administration
Name one aspect that an effective crowd management plan addresses:
Number of people at the venue, behavior of spectators, layout of the facility, the movement and activities of guests within and outside the facility, emergency response, how to assist guests with special needs
What are the three requirements for event meetings?
Prepare, conduct and document the meeting, and follow-up after the meeting
What are event managers creating when they carefully examine and evaluate consumer data to identify where strategic improvements can be made?
Journey map
What is psychographic segmentation?
Identifying groups based on psychological characteristics such as lifestyle, personality, opinions, and values
What are the five elements of a contract?
Offer, acceptance, consideration, capacity, legality
What are the four elements of negligence?
Duty, breach of duty, cause, damage
What are the three I's for creating loyal and committed employees?
Interesting, information, and independence
What are the six components of managing an event day?
Plan, anticipate, delegate, train/rehearse, know your audience, and communicate