Search results
1 – 2 of 2Anne‐Marie Hede and Pamm Kellett
Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing…
Abstract
Purpose
Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.
Design/methodology/approach
A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (in‐depth and focus group) data.
Findings
A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.
Practical implications
With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.
Originality/value
This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.
Details
Keywords
This paper aims to consider the factors contributing to the successful marketing of one‐off special events.
Abstract
Purpose
This paper aims to consider the factors contributing to the successful marketing of one‐off special events.
Design/methodology/approach
Uses a case study of Festival Melbourne 2006, a multi‐site, multi‐activity sporting and cultural event, to investigate ways of increasing participation through effective marketing communications.
Findings
Have you ever been invited to something only to discover that it has already happened? That you have missed your chance to take part in something special? That is the marketing challenge facing the organizers and promoters of special events – large‐scale, never‐to‐be‐repeated happenings taking place in several venues: how do you attract prospective participants and get the right sort of information to them at the right time?
Practical implications
Offers guidance on what does and does not work in the marketing of special events and the level of information needed to deliver a memorable experience.
Social implications
Highlights the importance of tailoring marketing materials for local events to the socioeconomic and demographic characteristics of the community audience.
Originality/value
Draws attention to the distinctive challenges of marketing special events.
Details