SEMII Obj 2 06 Part C Explain considerations

SEMII - Obj 2. 06 Part C: Explain considerations in using special events as a sales-promotion strategy Part D: Plan special events for sports/entertainment

Define Special Event • A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body • To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience According to The Special Event guru http: //specialeventguru. blogspot. com/2007/11/seeking-definition-of-special-events. html

Types of Special Events • Pre-game autograph session/meet & greet • Pre/post- game concert for fans – Blake Shelton concert prior to Belk Bowl in Charlotte • Giveaways to fans – Walk-In (first 100 people in the gate get free t-shirt) – In-Stadium (pom-pom on every seat in the stadium) • In-game contests – Half-court shot for $1, 000 during halftime of Final Four game • Community Service Project – Donations for V Foundation collected at door – Toy for Tots contribution gets discount on ticket

Benefits of Using Special Events • • • Creates excitement for main event Builds additional fan base Maintains existing fan base Creates goodwill Increases revenue (ticket, merchandise, concessions)

Barriers to Using Special Events • Takes away attention from main event • Disappointment from fans not included – Not enough of the giveaway item for all the fans that arrive early – Traffic to bad to get to pre-game concert on time • High cost of some events – Paying performers – Paying for giveaways

Creating Special Event Plans • Develop strategies for success – Define the purpose – Start planning well in advance – Think about evaluation process after event • Make a detailed checklist to ensure organization • Create a budget (and stick to it) • Consider logistics – Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc • Plan advertising/publicity • Evaluate the event – SWOT Analysis