TH1905

Laboratory Exercise
Marketing Tools
Objective:
At the end of the exercise, the students should be able to:
 Create event marketing tools.

Materials:
 05 Handout 1
 05 Laboratory Worksheet 1
 Pen and paper

Basic Principles:
Marketing Tools
Promotions use many channels to distribute relevant messages of the products and services. With advances in
technology, many new channels are being created all the time. These are needed to target consumers during a given time
period to meet both long- and short-term goals of a company.
Depending on the objectives of the promotional activities, communications can inform clients about a new product,
persuade potential customers that the event is the best one to attend or remind past attendees that it was a great
conference and they should come again this year. These objectives are combined with goals relating to the demographic
profile of the target market. Part of the decision is based on the media’s reach and frequency.
Reach, as discussed during the lecture, refers to the number of potential people who receive the message. For example,
local newspapers may have five thousand selected readers within a regional area, but a television broadcast may reach a
million people without discrimination. On the other hand, frequency pertains to the number of times marketers want the
same consumers to see the same message. So, a teaser message may be used once a month for several months to whet
potential attendees’ excitement about an upcoming event, but as the event approaches, the message may be broadcast
once or twice a week to ensure that people know the details of time and location, and remind them to make plans to
attend.
Research and Analysis
By researching markets in-depth, the event organization will be able to spot trends in time to respond to changing needs
as well as to resolve small problems before they become major ones. As demographics, desires, and issues change,
marketing must be on pace with change to address such market fluctuations in all available promotional tools or vehicles.
There are two (2) basic categories of research instruments: quantitative and qualitative. Either can be considered for both
pre-event and post-event research, while qualitative is extremely effective during the event itself.
 Quantitative research. This type of research allows little room for interpretation; it is a snapshot of attitude or
opinion based on numerical or analytical rating systems. It is typically faster because it is easy to execute and
tabulate, less expensive, and not as open to assumption as qualitative research instruments. Quantitative research
instruments are objective.
In most cases, this research is conducted on paper, electronically, such as Internet applications, or through
telemarketing. For example, assume the organization is considering two (2) keynote speakers for an event. In the
pre-event quantitative research instrument, the organization asks its potential audience to rate which speaker they
wish to hear, on a scale of 1 to 10 (1 being the lowest desirability; 10, the highest). Speaker A receives an average of
5.6 in responses. Speaker B nails a 9.3. This result needs little interpretation. The data gathered are “hard” (data
characteristic for having a definite or exact value as compared to “soft” data extracted through qualitative research).
Go for speaker B, or be ready to explain the alternative. This system works well for all aspects of event marketing
and evaluation, including the ratings of multiple educational programs, social events, and overall experiential
responses.

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 Qualitative research. This type of research is more in-depth, a study of opinions, objectives, visions, and
experiential and performance observations. It is more time-consuming, often more expensive, and more
interpretative than the quantitative approach. Qualitative research instruments are subjective. There are several
favored ways to conduct qualitative research:
o Focus group – This is a small group of participants who are interested in the subject, but who embody
disparate representations of the event’s market. They must have knowledge of the subject under
investigation/study, but not necessarily have been direct participants in the same type of event.
In a relaxed atmosphere without the distractions of telephones or entertainment, the group focuses on issues
related to the event under the guidance of a facilitator. The facilitator must also have knowledge of the subject in
question but should enter without a preconceived objective. S/he keeps the discussions in order, and records
them with videotapes, audiotapes, or at least written transcriptions/notes. The focus group deliberations may
take an hour or a day, depending on the extent and complexity of the subjects/issues.
o Observation/participation – This research strategy requires alertness, consumption of time, and human
interaction. For example, as the event head, one may want to visit the prospective venue to get a “feel for the
place” in order to more graphically describe it in the marketing materials and to create layouts or floor plans.
Casual conversations with employees or locals will be effective gauges of the degree of interest in the event.
For instance, while managing a major national convention, an event professional would take time to visit every
seminar room, a total of 65 seminars during a three-day period. S/He would count heads and compare the total
to the total room capacity. S/He would observe the body language of the students and teachers. After a few
informal exit interviews, s/he took some notes.
His/her observation was an incredible asset when selecting topics, teachers, and room sizes the following year,
making adjustments mandated by the notes s/he took and marketing a more memorable event next time.
Choosing Marketing Tools
A number of promotional tools can be used to market different types of events.
 Prints
o Posters. In producing posters, remember that they must contain only key messages, not the detailed program of
the event, to create awareness and anticipation. Always include the event title, date, venue, and contact details.
Make sure that posters are eye-catching and easy to read from an appropriate distance. Determine the size of the
poster before printing, and display them strategically on a particular place before the event.
o Flyers. These serve a different function from posters. People can take flyers away with them, so they must
contain more information than posters, such as the answers to the 5 Ws of the event, with the aim of converting
the takers or readers to attendees. Use both sides of the paper to maximize space and printing costs.
o Printed Program. There are two (2) types of printed programs: 1) one-page flyer type program, and 2)
booklet/magazine-type souvenir program. Both contain details about the event program; thus, serving as a guide
for attendees on the event.
Elements of the flyer type program include the event title, date, and venue, as well as the chronological list of
activities, names of performers and/or speakers, and the name and/or logo of sponsors, and the host venue (e.g.,
school, plenary hall, multi-purpose hall, etc.). With more printing space, the souvenir program normally
contains more information, such as welcome messages and endorsements from school authorities, public
officials, sponsors, the organizers, the event background, full program details with summary, site map/floor plan
and amenities available in the area, sponsor and exhibitor information and acknowledgments. Pages in the
souvenir program can also be sold as advertising spaces.
o Ticket. Tickets are good promotional materials, too. If sold in advance, make sure that they are difficult to
counterfeit, and they have control numbers. Think of other ways to utilize the ticket space, such as printing
safety measures at the back, or including a tear-off portion for a raffle draw, and meal and souvenir stubs.

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o Logos. If the event is funded by several sponsors and supported by some government agencies, ensure that all the
print materials contain the agreed acknowledgments or benefits. However, avoid overcrowding marketing
materials with logos. Ensure that each logo has enough space, and is scaled to the right size and proportion. The
event logo must be used in all marketing materials with the right Pantone color, typeface, size, and proportion.
 Event Giveaways – These pertain to gifts, freebies, and other event accessories given by organizers and sponsors
to the attendees. Gifts with practical application, especially those which have a great thought put in them, have a
better chance of being kept and cherished by the receivers than being thrown or given away a second time as
“pasalubong” to their families and friends. The purpose of event giveaways is for the organization to say thank you
and persuade the attendee to have a “repeat attendance” to future events, and to reinforce a brand.
 Mass Media – Choose the media advertising platform that fits the event organization’s budget and reaches the
target audience most effectively and efficiently. Sending out press releases for publication is possible at no cost, and
is often more convincing than paid advertisements. However, journalists or publishers have the authority to “dress
up” the story their way. Communicate the event story aggressively to catch the media’s attention. Start by
identifying the key journalists that may be interested in the event and build a database. Think about angles to sell the
story.
The following are tips in writing a press release about an event:
o Indicate the date on the upper left hand of the first page, and the phrase “Press Release” or “For
Immediate Release” above it.
o Use a catchy or attention-grabbing title or headline.
o The first paragraph (called the lead) must answer the 5W questions, but not longer than three
(3) sentences. State facts, not opinions.
o Use quotes from spokespersons in the next two (2) paragraphs.
o Place “###” or “-end- “at the end of the story.
o Put the contact details: name, email address, and phone number.
o Include a photo whenever possible; it increases your chances of getting published.
 Internet-based Materials – If the event organization chooses to have a website for the event, it must always be
updated, and make sure that it is user-friendly, easy to navigate, and displays the most important information (5 Ws)
prominently. Use good quality photos and graphics to make the website more appealing to the event’s audiences.
 Outdoor Advertising – In choosing locations for outdoor ads, information on the target markets’ usual routes
comes in handy. How do they travel between home and work/school? Establish a strong presence in such routes by
putting up billboards and streamers, as well as ads on lamp posts, mobile vans, terminals/waiting sheds, train
stations, and even at display windows of stores in strategic locations. Event organizations may look for ad companies
who are selling retail billboard spaces or check with the city hall for requirements and specifications.
 Person-to-Person Marketing – This is more effective for smaller events with lots of available manpower like
school events. This involves person-to-person interaction, and if done properly, it can be the most convincing tool.
Examples are telemarketing, room-to-room campaigns, and referral reward system.
Marketing Plan
Based on the feasibility study, the following information should already be available at this time: event objectives, theme,
scope (initial program), market characteristics, competition, possible revenue sources and sponsors, event date and venue,
SWOT and initial financial analysis, and a general description of the target audience, and supporting data on event’s
attractiveness to the target audience (see Figure 1 for a marketing plan template).
A marketing plan is composed of four (4) stages:
1. Conducting a market analysis (feasibility study).
2. Identifying the target audience and marketing objectives (e.g., revenue).
3. Defining the marketing mix (4 Ps) and marketing strategy (direct and/or indirect); and

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4. Implementing, monitoring, and evaluating marketing performance.

Marketing Plan Template

I. Front Page
A. Event name, date/s, venue
B. Event logo
C. Date of the version of the plan
D. Plan author
II. Event Introduction – provides a general outline of the event.
A. Five (5) Ws
B. Program
III. Project Background
A. People behind the project (Stakeholders)
B. Brief history and event objectives
IV. Situational Analysis – presents key information drawn from the tools used in the situational
analysis:
A. SWOT Analysis
B. PESTELI Analysis
V. Target Audiences
A. Profile of Current Audience
B. Profile of New/Potential Audiences
VI. SMART Objectives – states the specific, measurable, achievable, realistic, and time-bound
marketing objectives
VII. Market Positioning Strategy and Key Messages – describes how the event will be positioned and states its
key messages
A. Positioning
B. Key messages
VIII. The Marketing Mix – gives an outline of the direction of the campaign with regards to:
A. Product
B. Price
C. Place
D. Promotion
IX. Marketing Tools and Tactics – see Table 1 for sample template
X. Marketing Action Plan (Gantt chart for marketing activities) – see Table 2 for sample template
XI. Budget and Resources – provides a plan on how the organization will finance and resource the
campaign through a detailed marketing budget; outlines the staffing/volunteer requirement
XII. Research and Evaluation – describes how will the event’s success be monitored prior, during, and after
the event; describes any visitor research intended to undertake
Figure 1. Marketing plan template

Target Person-in-
Tool/Tactic Description Groups Timing Monitor by Objectives charge Budget

Work starts
All, Focus Web hits, Increase level
in January.
New on potential additions of of first- time
To be
Event content short break e-database, attendees Marketing
completed ₱10,000.00
Website managed visitors, feedback and from outside Manager
and tested
site Media online ticket cities/regions
in time for
sales
the launch

Total Budget ₱XX,XXX.XX

Table 1. Marketing tools and tactics template
Source: Events Management, 2006

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January February March April May June

Situational Analysis
Agreed Objectives
Prepare Print Brief
Write Copy for Print
Sign Off Design
Posters Printed

Table 2. Marketing action plan template

Source: Events Management, 2006
Sponsorship
A sponsor is an individual or a group that provides support to an event, whether financially or through the provision of
products or services (see sample sponsorship letter, package, and contract on Pages 6-9). It is also a source of revenue
for the event. If planning to invite sponsors, the event organizer must:
 Identify the expense items in the budget which can be provided by the sponsors, and prepare
sponsorship packages based on this;
 Identify individuals or companies whose business objectives are aligned with the event objectives; because
this way, one will get better chances of approvals; and
 Send out the sponsorship request letters, and follow up.
What do sponsors look for? Companies enter into sponsorship agreements for many reasons. These may include:
 Direct access to specific markets
 Brand, product, or service awareness
 Image creation
 Product introduction
 Identification with specific lifestyles or socio-economic groups
 Product sales
 Community relations
Follow up is much needed, especially if the sponsor shows interest in the organization’s initial proposal. The Event
Secretariat or Marketing committee head must be prepared to go for a meeting to discuss the sponsorship opportunity in
detail. Support materials like a promotional short film or PowerPoint slideshow can help illustrate the vision of the
organization for the event and strengthens its sales pitch (a selling technique that attempts to persuade someone or
something, with a planned sales presentation strategy of a product or service designed to initiate and close a sale of the
product or service).

References:
EventScotland (2006). Events management: A practical guide. Edinburgh, UK: EventScotland
Fenich, G. (2015). Planning and management of meetings, expositions, events, and conventions. Essex, UK: Pearson Education Limited.
Romero, E. (2015). Events management (2nd Ed.). Quezon City: Rex Book Store, Inc.

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Sample Sponsorship Letter

29 November [Day, month, year]

Mr. Jigger R. de Guzman [Name of recipient]

Marketing Manager [Job position]
XY Corporation [Company name]
123 Ishikawa Building, Makati City [Company address]

Dear Mr. de Guzman,

Are students a major part of your target market? Looking for an event where you can promote your products?
The Aces Events Management [event organization name], BSHM402, [class/section] of the ABC University
[school name] is organizing a Nihongo Festival [event type] entitled Konbanwa: A Spectacle of Colors [event name or
title], that is expected to attract 500 students from other participating schools, in addition to the 20,000 students enrolled
in our university this semester.
The event will be held on March 18, (Friday), 10:00 AM to 7:00 PM [month, day, year (day of the
week), time] at Le Coeur Events Center, España, Manila [name of the venue and address]. The venue’s strategic location
at the heart of Manila’s university belt will provide our sponsors with the needed exposure aimed at the student market.
We invite you to become one (1) of our partners on the said event and take advantage of this opportunity. We
have attached the details of the program and the sponsorship package for your reference.
We will be glad to meet with you to discuss our proposal further. Our marketing committee head, Ms. Cassadee
S. Echiverria [name of the marketing committee head], will call your office to follow up on our request. Ms. Echiverria
may be reached through her mobile 09xx-xxx-xxxx and email [email protected].
Thank you, and we look forward to your most favorable response.

Very Truly Yours,

Antoni D. San Jose

Overall Chairperson
Aces Events Management
BSHM402

Noted by:

Kamil G. Cuaresma
Course Instructor
BSHM402
ABC University

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Sample Sponsorship Packages (Attachment)

Sponsorship Package

□ Major Sponsor (₱10,000.00 in cash, or worth of products)

Organizer’s Commitments:
1. Inclusion of the Sponsor’s company logo in all promotional materials of the event (i.e., posters, flyers,
tickets, tarpaulins, and photo wall).
2. Live mention of the Sponsor’s company name at the start, in the middle, and at the end of the program.
3. Opportunity to display company tarpaulins at least one (1) week prior to the event.
4. Opportunity to give free samples to ticket holders.
5. *Product lockout policy.

□ Minor Sponsor (₱5,000.00 in cash, or worth of products)

Organizer’s Commitments:
1. Inclusion of the Sponsor’s company logo in all promotional materials of the event (i.e., posters, flyers,
tickets, tarpaulins, and photo wall).
2. Live mention of the Sponsor’s company name at the start, in the middle, and at the end of the program.
3. Opportunity to display company tarpaulins at least one (1) week prior to the event.

Terms: The Sponsor will pay the specified amount in cash (₱10,000.00 for Major Sponsor, and ₱5,000.00 for Minor
Sponsor) to the organizer’s representative upon signing this document (not later than January 14, 20_ ). If you find the
terms acceptable, please check the box beside your chosen package and sign below.

Thank you,
Conforme:

Antoni D. San Jose [Signature over printed name] Mr. Jigger R. de Guzman [Signature over printed name]
Overall Chairperson Sponsor
Aces Events Management Date: [Month, day, year]
BSHM402

Note: This serves as the Agreement between the Organizer and the Sponsor.

*Product lockout – a policy where a sponsor enters an exclusivity agreement with the organizer to sell or promote products
or services that are unique to its category or without any similarities with other sponsors. Hence, this policy dictates that
the sponsor is the exclusive supplier of such products or services to attendees.

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Sample Sponsorship Contract

Sponsorship Agreement
Konbanwa: A Spectacle of Colors [Event Title]

This Agreement is entered into this _ day of [month] in Manila, Philippines, by and between:
Aces Events Management [Name of the organizer], with address at [organization’s address],
represented by Antoni D. San Jose, Overall Chairperson [name of representative, designation], hereinafter referred to as
the “Organizer”; and
XY Corporation [Company name of the sponsor], with address at [sponsor’s company address],
represented by Jigger R. de Guzman, Marketing Manager [name of the representative, designation], hereinafter referred to
as the “Sponsor.”
WITNESSETH THAT
WHEREAS, the Organizer will stage an event, entitled Konbanwa: A Spectacle of Colors [event title] on March 18,
[date] at Le Coeur Events Center, España, Manila [venue] as part of their requirements for the Introduction
to Meetings, Incentives, Conventions, and Events Management course of the ABC University [name of the school];
WHEREAS, financial support from sponsors is needed to augment expenses that will be incurred for the said event;
NOW, THEREFORE, in consideration of the foregoing premises, and of the mutual covenants and stipulations herein set
forth, the parties have agreed as follows:

I. Organizer’s Undertakings:
1. The Organizer will include the Sponsor’s company logo in all promotional materials of the event (i.e., posters,
flyers, tickets, tarpaulins, and photo wall);
2. The Organizer will mention the company name of the Sponsor at the start, in the middle, and at the end of
the program;
3. The Organizer will display company tarpaulin/s of the Sponsor at least one (1) week before the event;
4. The Organizer will secure the necessary permit from the university for the Sponsor’s product sampling during
the event; and
5. The Organizer must ensure a product lockout policy.

II. Sponsor’s Undertakings:

1. The Sponsor will pay the Organizer the amount of Ten Thousand Pesos (₱10,000.00) in cash/kind upon signing of
this contract;
2. The Sponsor will provide products for sampling during the event; and
3. The Sponsor will provide the Organizer with the electronic copy of the Sponsor’s logo.

In Witness Whereof, each of the parties hereto has affixed their signatures on this day of in
Manila, Philippines:

_ _
Organizer (*CTC No. ) Sponsor (CTC No. _ )
_
Witness (Course Instructor) Notary Public

*CTC – community tax certificate or cedula is a document issued by the Philippine government to individuals or corporations upon payment
of the community tax. It is also used when conducting transactions in various offices and agencies of the government.

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Procedures:

Individual Activity:
1. Wait for your instructor to hand you with 05 Laboratory Worksheet 1.
2. You have 30 minutes to accomplish the given activity.
3. Submit your output after the allotted time.

Group Activity:
1. Go to your respective event committees.
2. Work as a class and create event sponsorship letters, packages, and contracts, using the formatting details below:
 Paper size: Short bond paper (8.5” x 11”)
 Margin: 1” on all sides
 Font: Calibri
 Font size: 11 pt.
 Line spacing: Single
 Paragraph alignment: Justified
3. Committees must identify at least two (2) actual recipients (including their job positions, company names, and
addresses) suited to the type of event being planned (task performance), and create sponsorship letters addressed
to each of these recipients.
4. Committees must submit their printed outputs in an envelope next meeting (Week 7). All needed signatures
from the Chairman, Overall Chairperson, or Event Head, and Marketing Head must be affixed.
5. Outputs will be evaluated using this rubric:
CRITERIA PERFORMANCE INDICATORS POINTS SCORE
At least two (2) actual recipients are identified applicable to the
10
type of event being marketed.
Sponsorship letters and packages are created, matching the
Content 40
target sponsors’ profile.
Sponsorship contracts contain complete and error-free
40
information.
Organization of Ideas Expressed points in a clear and logical arrangement 10
TOTAL 100

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