Marketing and PR for Events

Executive Summary

The Afresco event that is intangible, perishable, variable and inseparable. It’s aim for its 2007 event is to maximise visitor number with in is ‘Adventure Travel’ from the Birmingham. The event’s aim is to increase visitor number by using PR and marketing as well as the strategy technique known as Porter generic strategies.
Offensive and relationship marketing will both be used in order to have a maximum impact and attract visitors to the event. it’s events targets include: Increasing the number of core visitors attending the show specially on Friday by10% to around 41,000 as well as to increase exhibitor numbers. The promotion carried out was an integrated media campaign using: The ALFRESCO website, direct mail, e-mail, inserts, advertising in the press, advertising on radio, online and PR, leafleting. The 7 P’s of the marketing mixed are used to contribute to the over all marketing plane and in order not to keep track of every thing that needs to be done a time line and control technique have been used.

Strategic Marketing Initiatives

Events are both products and services that are intangible, perishable as they only last for a designate period of time, are variable because the are no events that can be the exact some, finally they are inseparable as they use physical evidence. They can be seen as facilitators or conduits for relationship development and information flow as they are opportunities to network.
The plan for the ALFRESCO event is to maximise visitor number with in is ‘Adventure Travel’ from the Birmingham. The event to increase visitor number by using PR and marketing as well as the strategy technique known as Porter generic strategies.
Porter’s ‘strategy is about achieving competitive advantage through being different- delivering a unique value added to the customer, having a clear and enactable view of how to position your self uniquely in your industry, (Dobson 2004, P1) porter’s