ABSTRACT
In a highly creative industry it is disappointing to see so many events attempting to communicate with their customers in mass market approaches and not use segmentation techniques to determine more focused target markets. It is also disappointing to see them use such a limited range of tools. The approach has too often been one of managing promotional choices in isolation from the management of the event. However, encouragingly, there are some examples of very creative approaches by enlightened organizations. How many events are undertaking research in an analysis of stakeholders and using that research in decisions about the product, its prices and the choice of venue and how it is then
LEARNING OBJECTIVES
After studying this chapter, you should be able to:
■ understand the role and value of innovative marketing communications in sports events marketing planning
■ understand the process required for achieving successful integrated marketing communications
■ identify the marketing communications tools that are available for sports events
Photo 10.1 An unfinished new building is covered for the 2008 Beijing Olympics as all construction work is suspended for the Games period. While the media were critical, Beijing did well to cover up many buildings in this way and also took the opportunity to produce Olympics-themed drapes in order to maximize event promotion.
