Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, United Kingdom
Introduction:
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:
Analysis of event audiences’ attitudes, brand perceptions and purchase behavior to event association based on our European consumer survey
Key data and analysis of sponsorship and advertising spend in France, Germany, Italy, The Netherlands, Spain, Sweden, and the UK
Television viewership data for the World Cup, Summer Olympics and Winter Olympics with forecast changes in viewership for future events.
Case studies of successful event marketing campaigns
Current and future attendance of events by type across Europe
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:
Develop winning event marketing strategies to target specific event audience groups
Understand the attitudes, behavior and motivations of different event follower segments
Recognize the development of sponsorship by category and country
Learn the promotional techniques of successful event marketers to fully leverage event associations
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