Posts from the “7/2 Assignment” Category

The ‘Top Chef’ Tour

beaulaca

Posted on July 3rd, 2012

In Chapter 6 of Paine’s ‘Measuring What Matters’, she talks about the importance of having events. You’re not just having an event to have an event, it’s about building that relationship with your audience, connecting to a new potential audience and launching new products. The first event I thought of when I read this chapter was Bravo’s Top Chef Tour. This summer, Bravo has once again launched a cross-country tour that attracts thousands of people each summer. Fans from all over the country flock to the tents to get a glimpse of their favorite chefs from TV doing meet and greets, questions and answer sessions and live demonstrations where they actually get to taste their food (instead of just lusting for it from their…

Categories: 7/2 Assignment

Multiple Brands, Multiple Goals, One Music Festival

brook159

Posted on July 2nd, 2012

In writing about measuring the impact of events, K.D. Paine discusses why an organization would participate or organize an event. Usually an organization would have one of three goals in mind; launch new products, drive affinity between customers and the brand, or reach new markets and customers. These ideas are clearly exemplified by the goals of an agency when producing a music festival. For instance, Madison House Inc. has a wide range of artists on their roster of clients and they also produce a large 4-day music event, Electric Forest Festival. This is somewhat of a unique example in which the organization is promoting multiple brands: the artists and the event. The specific product in this case is ticket sales. In having multiple brands,…

Categories: 7/2 Assignment

Tagged: Events, Impact, marketing, Measurement

Local Event Promotes Detroit Talent

kirchmer

Posted on July 2nd, 2012

In Chapter 7 of Measure What Matters, Katie Delahaye Paine discusses using events to introduce new products and reach new customers. Arts, Beats & Eats is an annual festival held in metro- Detroit on Labor Day weekend in order to promote local art, music, and restaurants. The event is sponsored by companies like Pepsi, Ford and Citizens Bank who want to promote sales and “drive affinity between customers and their brand.” The event also benefits local businesses by creating awareness in the community. For example, a local music group may reach new fans that may not have otherwise heard their music. The same event could also help a local artist introduce her photographs to a new audience in order to promote studio sales. Each…

Categories: 7/2 Assignment

Measuring the impact of social networking events

anjongwo

Posted on July 2nd, 2012

In chapter seven of her book Measure What Matters, Katie Delahaye Paine explains that social media has redefined the concept of a business event. Social media offers a venue for virtual events that assemble people with similar interests. “Events” is a term that can now refer to an online fund-raiser or an in-person Twestival organized via Twitter,” (Paine, p. 107). Paine also explains that the businesses most successfully utilizing social media are combining online events with in-person events. Budweiser Beer provides an example of a company that effectively employs social media for online and in-person events with lucrative outcomes. Based on Budweiser’s Facebook page, during May and June the company offered five events: a chance to win 15 NBA Finals tickets, an MLB “Favorite…

Categories: 7/2 Assignment

Get The Most From Your Events

crossm16

Posted on July 2nd, 2012

In today’s world you need to measure and improve to keep costs down, to compare strategies, and to understand the true value of your events and sponsorships (Paine, 105). Events can be a great opportunity to launch new products and bring new people in direct contact with your brand. Sponsorships drive affinity between customers and your brand by building strong ties that result in passionate loyalty. The companies that are excelling have learned how to combine these real life events with online events. The word “event” can now refer to an online fund-raiser or an in-person Twestival organized via Twitter. What that means for measurement is that there are multiple dimensions to evaluate any given event (Paine, 107). However, you cannot start to measure…

Categories: 7/2 Assignment

Live from the Stratosphere!

dimercu9@msu.edu

Posted on July 2nd, 2012

(image can be found at: http://www.redbull.com/cs/RedBull/RBImages/000/000/745/623/photo610x343a/Stratos-Outdoor-Cam-Simon-Crop.jpg) Events and sponsorships have been a major focus for Red Bull in the past few years. On college campuses, Red Bull student ambassadors have hosted joint events at local bars and event halls to boost student awareness and create a stronger following for their parent organization. These can be classified as sponsorships; however, in relation to their nationally televised programs, it is difficult to make this relation. Red Bull has launched its “extreme” campaign spreading across all forms of extreme sport and stunt events as well as “underground” events that have their own specific market. Some of these events include Travis Pastrana’s world record jump across water or the world’s highest sky dive from the stratosphere; other sponsorship events…

Categories: 7/2 Assignment