Most of the businesses presently prefer live events organizing as the most effective marketing channel for the company. Such companies spend a large amount of their marketing budgets on events and event technology. These events help the marketing managers of the company to engage prospects, consumer and other audiences through events. Similarly, the presented report gives an insight of a live business event that I attended on 3rd October, 2019.
Table of Contents
1.1. Authorisation and Purpose.
2.1 Event details.
2.2 Description (type of event and size)
2.3 Brief background of the event (e.g. one off or annual)
2.4 Perceived rationale, purpose and objectives of the event
2.5 Target audience.
3.1 Product (theming and programming)
2.2 Place (venue suitability and access)
2.3 Price (experiential value)
2.4 Promotion (integrated marketing communications)
2.5 People (customer engagement
3.6. Physical facilities (appearance, safety, comfort)
3.7. Processes (ticketing, security, onsite purchases, stage management/timing, risk management)
This report is commissioned by Dr Lenny Vance Course Coordinator Event Management (TSM 200) to deliver a report providing a critical analysis and recommendations on a real live event you attended. The event I attended was The Digital Summit 2019 of Australia at the National Convention Centre in Canberra.
The main imitation of such kinds of conference events are that they incur heavy expenditure for their organization, less assurance of their success.
The scope of the report is to give a detailed description and analysis of the event based on the 7P’s of marketing which are Product, Place, Price, Promotion, People, Physical facilities and Processes.
The event that I attended was The Digital Summit 2019 of Australia on 3rd October, 2019 (Australian Government Digital Transformation Agency n.d). This event was held at the National Convention Centre in Canberra, by the Australian Government Digital Transformation Agency in collaboration with Interactive Minds, who has been organizing such digital marketing summits from the year 2013, across Australia. I was an attendee of the event which was a full day event, which ran from 10:00 am to 4:00 pm. The duration of my attendance was of full day, and this event helped me gained greater knowledge and insights of the digital marketing industry.
This Digital Summit, is a digital transformation and digital marketing conference, which gives insights of the current scenario of the digital marketing world. The event a one day conference which witnessed a footfall of about 1000 guests. The registrations of the event started 1 month prior to the event, where the attendees registered themselves this summit through online mode.
This summit is annual event to give the attendees the fresh knowledge of the digital marketing industry, introduce to them the best practices and techniques of the industry, and help them connect with the other people of the industry and stay up to date with the current trends (Interactive Minds Digital Summit n.d.)
The purpose of this event was to bring together the different marketers and agencies across the industries, and help the companies and peers to learn from the new digital marketing trends and from each other, to enable them to express their best performance and emerge a market leader. The summit was a conference which included lives talks and sessions with many motivated speakers and marketers, provide insights of the digital marketing industry, introduce to them the best practices and techniques of the industry, and help them connect with the other people of the industry. The objectives of this Digital Summit 2019 of Australia was to showcase:
The target audience or the attendees of this event included the Digital leaders and practitioners of the digital marketing industry of Australia and other experts from the federal, state, territory or local government. This event mainly targeted the various marketing companies of the industries and also organizations having their independent marketing departments. Some seats of the event was also open to the higher educational and business management institutes, and start-up firms.
Events are a kind of services marketing product, it is a type of service provided, and thus the 7Ps principle of service marketing are applicable to event management (Reic 2016). The 7Ps considered for events like this Digital Summit consists of product, place, price, promotion, people, physical facilities, and processes. For this event the 7Ps can be described as follows:
In service marketing product is usually referred to as project (Mahajan 2018). Here the project essentially is the event that we are looking at and its features like the even theme, its goals and the program. The theme of this event is digital transformation of the industry.
This aspect considers the venue, suitability and access where the project or event being held. This summit was held at the National Convention Centre in Canberra which is located at an accessible location.
This element includes the cost associated with the event for the organizers, and the value for money from the experience for the attendees. This event was not a very high priced event, since it was organized by the government and also great experience for its attendees in terms of its value for money.
This includes the integrated communications mix strategies used by the organizers to promote and make people aware about the event. The organizers used the method of email marketing, circulation of print advertisement at corporate houses, and sending formal invites to various companies and other experts, for promoting their event.
Here we consider all the people who are a part of the event from the organizers, event mangers, the attendees or the customers of the event (Reic 2016). It also consider whether the project or event was able to engage customers. The target audience explained above form a part of the customers or attendees of this event. From the customer engagement point of view, this event effectively engaged customers and gained their active participation.
It includes the appearance, safety, venue size and comfort of the venue and the surrounding environment of the event. The venue of the event is Canberra's largest convention centre and purpose-built function, meetings and events venue, with the latest technological touch to the venue, and can accommodate about 3000 guests at once (Canberra Convention Bureau n.d).
This element include the all the processes and schedules of the event like the registration process, onsite registrations, stage management, event flow, security and risk management (Mahajan 2018). This event only allowed for prior registrations through online means, and the venue had adequate security management. The event flow was effective, which gave enough time for the speakers to express their doubts and conduct active feedback sessions.
This event was a successful event which provided all the attendees the unique opportunity to learn from the digital leaders and staying updated with the latest digital knowledge of the industry. However, there is a potential for the organizers to enhance on their event management skills in order to make this event a greater success next time. It is recommended for that the organizes should also arrange more on-site registrations, as many attendees may miss the final registration date and the opportunity to be a part of the event, Also, the venue selected could accommodate 3000 guests, and comparatively less number of people attended the event. Thus, the organizers should also improve on their promotional techniques to attract more numbers of attendees. Also, the event could have some exhibition displays of the digital transformational concepts, and some activity sessions, along with the talks of the speakers.
Australian Government Digital Transformation Agency n.d. Digital Summit 2019: Skills, Knowledge, Collaboration. Available at: https://www.dta.gov.au/help-and-advice/digital-summit-2019. [Accessed on: 19th September, 2020]
Canberra Convention Bureau n.d. National Convention Centre Canberra. Available at: https://www.canberraconvention.com.au/venue/view/national-convention-centre [Accessed on: 19th September, 2020]
Interactive Minds Digital Summit n.d. Digital Summit. Available at: https://www.thedigitalsummit.com.au/ [Accessed on: 19th September, 2020]
Mahajan, P. 2018. Incorporating 11 P'S of Service Marketing Mix and Its Impact on the Development of Technical Education. Journal of Entrepreneurship Education, 20(2), 362 – 376.
Reic, I. 2016. Events Marketing Management: A consumer perspective. London: Routledge.
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