Before we look at some of the objectives and how they work, it is important to understand that there are objectives to every part of the marketing strategy and that the marketing strategy will be based on and around an events objectives and goals for. These are some examples of the marketing strategy objectives headings:
Marketing objectives
Sponsorship objectives
Public Relations objectives
Advertising objectives
Don E Schultz puts strategic advertising's campaigns into perspective and i really connect with what he say's about the advertising/ marketing objectives.
"The setting of advertising objectives or goals is a very important step in the campaign process. These objectives determine the direction, methods and even the tone the advertising will take. For example, all the physical elements of the campaign will be dictated by the objectives that have been set-what the advertising strategy will be, what media will be used, how sales promotion and direct marketing and public relations will be integrated into the program, how much money will be needed, and so on. All these actual parts of the advertising of the advertising and marketing campaign will be influenced by the advertising objectives that are set at this point" (Schultz, D,E.1990)"
This is great but there needs to be the extra media of internet and social media popped in.
Also when it comes to marketing and advertising it is important to understand Wilbur Schramm's linear model of communication. The model allows a marketeer to understand the the process and objectives of mass communication
Below is a picture and brief listing and explanation of how the model works.
(Source: Fill, C.1999)
Source: The individual or organisation sending the message.
Encoding: Transferring the intended message into a symbolic style that can be transmitted.
Signal: The transmission of the message using particular media.
Decoding: Understanding the symbolic style of the message in order to understand the message.
Receiver: The individual or organisation receiving the message.
Feedback: The receiver's communication back to the source on receipt of the message.
Noise: Distortion of the communication process, making it difficult for the receiver to interpret the message as intended by source.
(Fill, C.1999)
Right Now for the exhibitions and what their potential business and marketing/advertising objectives are!!
I.O.E.X main objective is to attract outdoor event industry businessess and anyone working within the industry to their event in a bid to create a B2B promotions/sale and networking expo enviroment. This will be happen via thier marketing approach and strategy and should be visable via thier marketing communication objectives.
There is a real sense of the start of something new or big happening here which may give away what part of the objectives are, maybe part of the I.O.E.X objectives is just to use this years international outdoor event expo as a huge marketing tool for future years, get everyone in the industry to come along for free in a bid to show them why they should be taking part next year? who knows about that one!
The I.O.E.X is an outdoor event industry trade show. so it is only common sense that their objectives would be to grow media, PR, sales promotion and marketing strategies to create noise or a buzz within the outdoor event sector of the events industry in a bid to get other businesses involved with them for the purpose of replication of this process. This would improve their market presence which will match up with another objective which would be to get industry professionals and event business types to attend the event.
Hyper Japans main objectives are to attract consumers to their japanesse culture show in a bid to showcase mainly retail aspects of japanese culture e.g food, film, dress, art, music and leisure products or services. This is very visable via the Hyper Japan website and will become more apparant as i blog about thier chosen marketing communications.
It is quite clear that one of Hyper Japans objectives is to promote different Japanese cultural activities to groups that already have interest or take part in the Japanese cultures that will be available at the exhibition whilst the event is on. So for instance in 2011 Hyper Japan held the world Cosplay summit and this year they are hosting two international Cosplay summits. This type of marketing and advertising objective will help the overall objective which is to create a buzz or noise about the event. Most or all of the buzz about this aspect of the event will be made through public relations. Not sure what Cosplay is take a look at this link it may help, if not type it into Google and all will become clear.
http://www.animenewsnetwork.co.uk/press-release/2011-11-16/hyper-japan-host-world-cosplay-summit-uk-selection
Both events in the long run have very similar base marketing objectives but may have different advertising objectives.
The marketing objective s would be about how they bring their products and services to the fore to create revenue.
Advertising and marketing are to differing aspects that coincide and react from one and another.
Schultz explains"Marketing goals are defined in terms of sales and profits. advertising goals are usually set in terms of delivering a sales messages to the target audience, or some other communication effect.(Schultz, D,E.1990)
This means that the marketing objectives are similar for most business events and the advertising objectives differ due to the differing communication techniques need to connect with the target market.
Ultimately for both events the marketing objectives are to get people trough the door and the advertising objectives are to promote the business in a bid to meet the marketing goals.
What we also need to understand is
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