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Targeting Event AudiencesPublished by: Datamonitor Published: Nov. 22, 2002 - 70 Pages Table of ContentsCHAPTER 1 EXECUTIVE SUMMARY The hot topic The future decoded Action points CHAPTER 2 THE FUTURE DECODED The rise of event marketing What is event marketing? A fast growing marketing tactic The rationale for increasing event marketing activity Potential pitfalls Success stories How event marketing varies Event marketing by category The national event marketing landscape Consumer groups Audience involvement Need states Attitudes to sponsorship Precursors to purchase Buying behavior Summary Future directions in event marketing Event clutter is set to increase at major sporting events Event marketing will become increasingly sophisticated “Do-it-yourself” event staging to increase A greater variety of event types will be targeted by marketers CHAPTER 3 ACTION POINTS Seize the potential to target non-core as well as core event followers Develop integrated above and below-the-line campaigns Develop event marketing as a relationship building tool Explore the full gamut of events available for association Establish specific objectives and champion the campaign from the outset CHAPTER 4 APPENDIX Definitions Research methodology References LIST OF TABLES Table 1: Segmentation of European adults (15+) by event interest levels, 2002 Table 2: Value of sponsorship fees, (€bn) 1997-2002 Table 3: Advertising expenditure (newspapers, magazines, TV, radio, cinema, outdoor) by country (€bn), 1997-2002 Table 4: TV advertising expenditure by country (€bn), 1997-2002 Table 5: UK terrestrial TV advertising by product category (€m), 1999-2001 Table 6: Consumer views of advertising and sponsorship Table 7: Comparison of sports and arts sponsorship fees in the UK and North America (€m), 1997-2001 Table 8: Attendance by event type (% European adults), October 2001 - Oct-02 Table 9: Attendance by event type (%European adults), October 2002 - Oct-03 Table 10: Sponsorship expenditure by country (€m), 2001 Table 11: TV audience for the World Cup (millions) 2002-2006 Table 12: TV audience for the Summer Olympics (millions) 2000-2004 Table 13: TV audience for the Winter Olympics (millions) 2002-2006 Table 14: Segmentation of European adults (15+) by event interest levels, 2002 Table 15: Sports event followers’ attitudes to sponsorship Table 16: Sports event followers’ attitudes to sponsorship of different types of sports events Table 17: Arts event followers’ attitudes to sponsorship Table 18: Do you have a negative view of those brands that associate themselves with an event but are not official sponsors? Table 19: Do you have a worse opinion of sponsors if their products or brands do not seem to "fit" very well with the event? Table 20: Overall importance of sponsors’ actions for generating goodwill Table 21: Have you ever deliberately avoided buying a sponsor's product because of its association with an event? AbstractIntroduction:Event marketing represents one of the fastest growing areas of marketing activity today. Targeting Event Audiences examines consumers' responses to sports and arts event marketing and develops strategies to best utilize this marketing medium whilst avoiding the pitfalls of sponsorship. The report also quantifies the growth of sponsorship and the viewership for top events, such as the World Cup and the Olympics, across Europe and predicts the future direction of event marketing. Scope: Report Highlights: Sponsorship spend across Europe has grown at a CAGR of 9.5% over the period 1997 to 2002, compared to a CAGR of 4.7% for advertising over the same period. Sports receive more sponsorship than any other type of activity: in 2001, 64% of all sponsorship fees in Europe were paid to sports bodies. Property-event’ marketing can be used to de-seasonalize a brand’s annual sales pattern by stimulating sales during ‘off-peak’ periods. In the future, however, event marketing sophistication will increasingly move beyond basic promotional and transactional aims. Core followers of arts or sports events are more likely to change their purchase behavior as a result of event marketing than non-core followers, however, they are also easier to displease through event associations. Reasons to Purchase: Get Full Details About This Report >> |
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