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CABI Book Chapter

Events as a strategic marketing tool.

Book cover for Events as a strategic marketing tool.

Description

This book is primarily about the way in which organizations utilize events as a marketing tool to reach out to and connect with their visitors. This book has been written based on what is referred to as the EVENTS model, a tool developed to study systematically the strategic use of events. The first part (chapters 1-7) concerns the "plan" phase from the EVENTS model, the second part (chapters 8-9)...

Metrics

Chapter 10 (Page no: 219)

Effect measurement and evaluation.

Effect measurement is becoming increasingly important for the very reason that events are exploited more and more on the basis of strategic objectives. In this context, the PDCA cycle is a vital tool. Hall (1992) devised an effect matrix for public events that, besides the economic effects, measured touristic/commercial, physical, sociocultural, psychological and political effects. Possible reasons for an effect measurement are: determining whether the investment has been profitable (ROI) and accountability for the policy pursued. Moreover, interim effect measurements are useful when adjustments have to be made. Several objectives can be distinguished regarding effect measurement (hierarchy of objectives): strategic effect objectives, operational effect objectives and attainment objectives (the 'what' question). A proper objective is logical, clear, transparent and formulated in terms of SMART. Methods and techniques used in effect measurement are related to the 'how' question: it must be decided which indicators and measuring tools are relevant to the objective. The baseline of the measurement should be established in advance. Effect measurement can be both quantitative and qualitative. A combination of qualitative and quantitative methods, with the emphasis on qualitative methods, often works best. Examples of qualitative methods to measure effects are the in-depth interview, laddering (with the value map as its graphic result) and observation.

Other chapters from this book

Chapter: 1 (Page no: 3) Introduction: using events as a strategic marketing tool. Author(s): Gerritsen, D. Olderen, R. van
Chapter: 2 (Page no: 16) Trends and developments: consumers' pursuit of happiness. Author(s): Rooijackers, M.
Chapter: 3 (Page no: 30) Event marketing. Author(s): Gerritsen, D. Olderen, R. van
Chapter: 4 (Page no: 53) Events and customer relationship marketing. Author(s): Gerritsen, D. Olderen, R. van
Chapter: 5 (Page no: 73) Events and marketing communication. Author(s): Gerritsen, D. Olderen, R. van
Chapter: 6 (Page no: 96) Events and branding. Author(s): Velthoven, T. van
Chapter: 7 (Page no: 127) Events and city marketing: the role of events in cities. Author(s): Mierlo, J. van
Chapter: 8 (Page no: 157) The translation of strategy into concept. Author(s): Hover, M. Gerritsen, D. Olderen, R. van
Chapter: 9 (Page no: 184) Touchpoints. Author(s): Gerritsen, D. Olderen, R. van