Fall 2014

Blog #12: 

What a semester! It was certainly one of the most stressful few months of my life. Now that it’s almost over, I can honestly say I have no clue where the time went. I started this semester at San Diego Mesa College as my second year in the Hospitality Program. I have enjoyed every single moment of it. Even through all of the blood, sweat, and tears (literally), I can honestly say i learned so much.

This class was a very enjoyable class. I was so stressed with everything in my other classes, that when I was about to step foot into my  sponsorship and promotion class, I could let out a sigh of relief. It was informative and challenging, but I made it worth my while. I took each assignment and never looked at it as busy work, to me it was a learning tool.

I feel as though I have learned how to market, promote, and sponsor an event. Of course it takes experience to become an expert, but I definitely know how to create a marketing strategy, and how to create a sponsorship program for any type of event. Event marketing can differ from corporate events, association events, festival events, and social events. Each event has it’s own target market, which will ultimately result in finding the right sponsors that can help with the marketing and promotion.

To my instructor Nicole Matthews CSEP, I would like to thank you truly from the bottom of my heart for letting us as students grow from your experiences. You have given us all real world scenarios to walk away from class with, not just textbook knowledge. You made all of us as students feel comfortable asking questions, and to tell you just about our personal lives as we strive to pursue careers in the event industry. Thank you so much for sincerely being an inspiration to me.Image

Non-Profit Event Sponsorship Program

Blog #8: Formulate an event sponsorship program

Creating an event sponsorship program for a non-profits’ annual fundraiser event is a huge task. An annual fundraiser can raise a lot of money for a non-profit, and of course you should try to recruit as many sponsors as you can. A sponsorship program should have different levels of sponsorship. Depending how much money the sponsor donates, the sponsor receives that level of recognition at or before the event. Levels usually range from Gold (being the highest) to Silver, to Bronze, so on and so forth.

If the organization is large enough there can be national sponsors which usually consist of large companies that are willing to donate a large sum of money to the cause. National sponsors can be limited to just a few chosen companies, and those companies will in turn be a part of the marketing, promoting, and advertising for the event. Of course for a potential sponsor there must be enough value included with the marketing, and promoting of their company for them to donate to the organization.

Each company has a different outlook on what value is to them. Value could range from brand building, opportunities to sample, the audience, or media coverage. Each of these things can be included in the different levels of sponsorship.Image

December Nights

Blog#6: Conduct market research for a potential event.

December is a month filled with events. The holiday season is upon us and with that comes many things to do. One event in December that is always exciting here in San Diego is December Nights in Balboa Park.

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Balboa Park December Nights took place for the 35th consecutive year on Friday, Dec. 6, 3-11pm, and Saturday, Dec. 7, noon-11pm. As always, the event brought families and friends together to spread holiday joy, learn more about the cultural value of Balboa Park and kick-off the “most wonderful time of the year.”

Participating Balboa Park museums open their doors free of charge from 5-9 pm both evenings and more than 350,000 visitors are expected to experience the joy of San Diego’s largest free community festival. Those who attend will participate in a truly multicultural experience, enjoying food, music and entertainment from around the world.

The target market for an event of this excalibur is for really supposed to reach anyone who wants to experience Christmas cheer. I believe the demographics for this event usually falls into the family category, however.

Conducting a SWOT for this event will help us get a bigger and better picture of how to improve this event.

Strengths:

  • Has excellent resources to venues
  • Volume of attendees grows every year
  • Has a history within San Diego

Weaknesses:

  • The event only lasts for two days (6th &7th)
  • Parking is pretty much impossible
  • Does the same thing every year. Some new ideas could be good for the festival

Opportunities:

  • They could make this event last for 2, or even 3 weekends, and attract way more people towards the actual date of christmas.
  • Improve parking by opening up the lots at SeaWorld, and doing some kind of sponsorship opportunity with SeaWorld.
  • With new technology being discovered everyday, Balboa Park could add new features.

Threats:

  • Injuries due to the capacity of the event holding 300,000 people.
  • Competitors are doing similar events that could take some business
  • People could be detoured from coming to December Nights just due to traffic

My SWOT analysis of December nights is completely due to my own opinion. There are many positives and negatives that happen to revolve around this event, but some would say the positive drown the negatives. If you can get past the enormous amounts of people, and terrible parking and traffic issues, and manage to make it into the park – you will truly experience something like a mini wonderland. 

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The Best Marketing Doesn’t Feel Like Marketing

Blog#2:Interpret ambush marketing and methods to guard against it.

Think back to summertime of 2012. Wonderful memories, right? Well if you can remember that was also the time of the Olympics in London, England. One of the best marketing campaigns from these summer Olympics was not from an official sponsor. In fact, it was from just the athletes themselves wearing some headphones. Beats, by Dr. Dre customized headphones in national colors and brilliantly sampled them to athletes. This gave the athletes an opportunity to rock out to some tunes before competing, and it gave all of us as viewers an up close view of the “really cool headphones with our national colors” on their heads. The athletes wore Beats everywhere. This is “ambush marketing”, a marketing strategy where advertisers capitalize on an event without paying a sponsorship fee.

The Olympics really cracked down on ambush marketing this year. They made sure not even the tiniest advertisements could peak through. The British even approved a £20,000 fine to prevent it. However, the Beats brand slipped through the cracks, even though Panasonic was the official music sponsor. It was a successful marketing campaign because the athletes didn’t even realize they were advertising the headphones. They were just using something they genuinely liked. This is an example of successful ambush marketing.Image

But what about unsuccessful ambush marketing? Silly misunderstandings can get out of hand, especially when advertisers go for an edgy look to promote their products. Best case scenario: people get the joke and buy what you want them to. Worst case scenario: they think your ads are bombs.

In 2007, two men were paid by representatives of Adult Swim, Cartoon Network and Turner Broadcasting System to put up over 30 battery-powered LED lights around hotspots in Boston depicting characters from the show Aqua Teen Hunger Force flipping the middle finger. The signs were supposed to promote the upcoming ATHF movie.

However, the people of Boston thought these signs were improvised bombs. People all over the city started calling in reporting the ads as bombs to police, who were equally clueless as to what they actually were. The two men who put the signs up were arrested, and face felony charges of placing a hoax device to cause panic. Turner Broadcasting also was forced to pay $2 million to make up for money spent responding to the imaginary bomb scare.

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