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Mona Kastrup

20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

Sponsorship and Event Marketing


Event Marketing Assignment
Submitted to: Anthony McCarthy
Submitted by: Mona Kastrup 20069928

Submission date: 4th December

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

Agenda
Bellahj Krmmermarked.......................................................................................................... 2
Overview and background.......................................................................................................... 2
Target audience........................................................................................................................ 3
Product and services.................................................................................................................. 3
Services conducted by the organization....................................................................................... 4
Stalls.................................................................................................................................. 4
Sources of funding and finance..................................................................................................... 4
Integrated promotional methods................................................................................................... 5
Current use of advertising........................................................................................................ 5
Traditional advertising........................................................................................................ 5
Sales Promotion................................................................................................................. 5
Suggestion to new promotional tools.......................................................................................... 6
New target audience............................................................................................................ 6
Social network marketing..................................................................................................... 6
Contemporary Promotional Media.......................................................................................... 6
References.......................................................................................................................... 8

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

Bellahj Krmmermarked
This paper will provide you the knowledge of a Danish local event called Bellahj Krmmermarked. I
have myself been a part of the event for 10 years and it is important to mention that most of the
information used in this paper is from own experience from participating as a volunteer in the event.

Overview and background


Categorizing event can be useful; there are four types of events all with different purpose. This paper is
going to focus on an organizational event, which objective is to raise money for a charity (Shone &
Parry 2004).
Bellahj Krmmermarked is an annual market held in the town Bellahj just outside of Copenhagen.
The market has existed since 1992, and it has been through many changes the last 23 years. In 2015 the
event were held on the 14th to the 17th of May. The objective of the market is to raise awareness of a
Danish organization called Brnehjlpsdagen if you do a rough translation it would mean, Help the
kids day. This market therefore support this organization and their projects. The organization works
with helping placed kids from all over Denmark. There are at least 15.000 kids placed outside of home
in Denmark. The organization want to help these kids in need, so they can have a normal life like every
other kid in Denmark. The organization was founded in 1904, and they started to raise money to their
project through the event in 1992. Through the 23 years, they have made agreements to corporate with
other companies and organizations. The biggest partner is Ankers Tivoli, which is a company providing
rides both for kids but also for the older audience, food stands etc. to the event.
The three main business partners in the event is Brnshj-Husum Avis, which is the local newspaper,
secondly is the Royal beer, and lastly the most important one Ankers Tivoli.
There is room for approximately 101-200 stalls, and every stall cost money, the prices depends on
where you want to place your stall, the size of your stall and how many days you are going to be at the
market. If you choose only to have one private stall on a Sunday, it would be around 40, but if you are
a company that choose to have a big stall, taking up three places throughout the whole weekend it can
be up to 380.

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

It cost money to enter the market, the market ticket for one day is 2.60 and if you buy a ticket valid for
everyday, it would only cost you 3.30. All the profit goes to Brnehjlpsdagen, so the main purpose
of the event is to yield a profit for charity.

Target audience
Choosing the right target audience for an event you will need to combine different factors to be sure to
reach to the right target audience. The traditional methods is usually used in event marketing context
where the primarily focus is on gender, age and geographic segmentation. When looking at Bellahj
Krmmermarkeds way to promote the event, it is obvious that they are mainly targeting families in the
local area. They only promote through the local newspaper and through posters in the local area.
To do a more effective analysis of the target audience it is evident to combine the traditional methods
with contemporary segmentation techniques. This include the behavior of the target audience.
The focus in the promotion of the event is primarily on the hedonic needs, I would say for that reason
that they are more likely to communicate to families. An important cultural value in Denmark is being
together and experience things as a family. When using emotional promotion tools they try to reach this
specific need, and thereby attract families to the market.
At the market, there is a specific Childrens area, where the organizations staff and volunteers are
ready to welcome the kids. The children are able to get a free balloon, participate in fun competitions
and design their own badges.
There are also activity for the older audience, in form of three different music tents. In each tent, there
will be a variety of themes for example in 2015 there were an Irish music tent and an Old Danish music
tent.

Product and services


The actual benefits of the products would be the experience, going together to a market, and try all the
exiting things there are. The augmented product will be all the extra services such as a childrens tent
etc.

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

The next section will be looking at the products and services provided in the event. There are many
different products and services sold at the market. To make a structural overview of the different
services and products it would be appropriate to divide them into two sections. The first part is the
services and products conducted by the organization itself that includes the volunteers and the partners,
and then the other part that includes all the different stalls.

Services conducted by the organization


At the market, there will be a variety of free services conducted by the organization itself. These
services are all free; these include toilet facilities maintained by the local girl scouts, music tents,
security people, childrens tent and lastly in the middle of the market you will be able to find an
information building where you can go if you have lost something or someone. However, they also
have other services such as rides, drink and food stalls, these services and products cost money. How
much of the profit goes to the charity is not identify anywhere, but I believe that a big part of the profit
from these stalls are going directly to charity.

Stalls
There is a variety of different stalls with a high range of products for all ages. The stalls differs from
every year; however, the company that attend the market is most likely to go the year after. Most of the
stalls sells second-hand products, but you are also likely to find shops with new product to low prices.
The stalls profit do not go directly to charity.

Sources of funding and finance


The market is located at a camping ground; the price of renting this area is unidentified however, the
stall prices and entre prices should be able to cover this cost.
To generate funding for the event the organization found it necessary to use ticket pricing, which means
that they are generating revenue through ticket sales for the event. The first 10 years were the event
took place the entrance were free, but later on to be sure to get a profit they choose to sale entrance
tickets. They use price bundling as the main marketing method, where it would be easier to buy a ticket
for everyday than for two days separately.

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

As mention earlier the stall prices differs from 40 to 380. The objective for a company or private
households that choose to rent a stall is mainly to increase sale or awareness of the company. The profit
that the stalls are going to have after the 4 days will be their own benefits and not going directly to
charity.
Nevertheless, the revenue from the partners and the event in general will all go to cover the cost of
renting the area, promoting the event and then the last profit will go to the charity, and thereby a good
cause.

Integrated promotional methods


It is important for an organization as Brnehjlpsdagen to adopt an integrated marketing
communications approach when promoting the event. This is mainly because getting people together
all in one place has proven to be an effective way to get the focus towards a common goal (Fehrnstrom
& Rich: 2009). Having an entire community of consumers, together with media and influencers gives
an important opportunity to the organization to gain awareness and raise money to the charity.
An Integrated Marketing Communication approach involves a wide range of communication tools with
a consistent message for the event (Fehrnstrom & Rich 2009).
This section will concentrate on the events use of promotional tools with following ideas to make the
promotion even more effective.

Current use of advertising


Bellahj Krmmermarked do not have a wide range of communication tools which mainly is a result
from a low budget. However having a low budget should not be an obstacle for an organization, instead
you will need to look at clever and cost effective methods of reaching the target audience.
Traditional advertising
The traditional advertising is an important communication tool however, sometimes as an organization
you need to think more creative to reach the target audience. The event corroborate with the local
newspaper. Accordingly, the newspaper promote the event the weeks up to the start date.

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

The event usually have a big poster in front of the camping area in the weeks up to the event, to remind
people of the date of the event. The same poster is seen different places throughout the local area. The
only thing being visualized on the poster is the organizations logo and the date of the event.
Sales Promotion
Sales promotion is a tool primarily used to boost sale. At this event, they use consumer schemes. With
consumer schemes means that there primarily focus on the consumers and they hope to increase sale by
offering the consumers discount. This practice is seen in the event by offering 2 days free if buying a
full pass to the event. If you choose to buy a ticket for the whole event the price will be cheaper than if
you buy separately tickets every day.

Suggestion to new promotional tools


The event are mainly using traditional marketing tools in a specific area, the problem with this is, that the people
in the area already are familiar with the event and loyal consumer who choose to go anyway. It would be more
appropriate to reach a new target audience, the younger generation, with a wider geographic focus.

New target audience


However, the event have been there for 23 years, which makes it hard to change consumers attitude towards the
event. To reach a younger audience you are more likely to reach to people with weak ties who tend to be more
open. Brnehjlpsdagen could be interest in this audience because they have many contacts and are therefore
more likely to use word of mouth.
The retro style and second-hand shops are really popular between the younger audience in Denmark, so it would
be a good opportunity to get more of the youth to enter the market.
To connect with the younger audience and making the event attractive could be through the music. There are a
lot of Danish artist that are likely to play concert for charity, this could for example be Barbara Muleko, Mads
Langer or Noah. If the event get a better lineup of artists, they are most likely to attract the younger audience.
These artists do have a wide range of fans in many ages. There will always be a risk by changing the lineup,
because you might lose the loyal consumers, however, I believe that especially these artists would be able to
connect with the wide range of consumers.

Social network marketing


Social network marketing is an important tool to use, especially now where the social media have a huge impact
on promotion. When reaching the younger generation it would be apporirate for the event to interact with the

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

consumers through the Social Medias. For example by having, competitions on Facebook that get the consumers
to share the event with others.

Contemporary Promotional Media


In general, the event could use some contemporary promotional media. They do not have any website
for the event themselves, the only way you can find information about the event and the charity is
through the organization itself and its partners. Nevertheless, it could be a good thing for the consumers
to have it all in one place, so it is easier for them to find details about the event and the charity.

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Mona Kastrup
20069928

Event Management Assignment


Bellahj Krmmermarked

04-12-2015

References
Blazejowski, S. E. (5. May 2015). Festlig forrsmarked for hele familien. Hentet fra
Brnehjlpdagen: https://bhd.dk/nyheder/730-kraemmermarked-pa-bellahoj
Brnehjlpsdagen. (5. 8 2014). Krmmermarked. Hentet fra Brnehjlpsdagen:
http://economictimes.indiatimes.com/definition/sales-promotion
Brnehjlpsdagens Krmmermarked i Bellahj, Kbh.NV. (2015, May 1). Retrieved from
Markedskalenderen:
http://markedskalenderen.dk/marked/show/bornehjaelpsdagens-kraemmermarkedi-bellahoj-kbhnv
Fehrnstrom, M., & Rich, D. M. (2009). Using Events to Drive an Integrated Marketing
Model. I N. W. University, Journal of Integrated Marketing Communications (s. 37).
Northern Western University: MEDILL.
Sam Ashe-Edmunds, D. M. (1. 12 2015). Traditional Marketing Communication Tools.
Hentet fra Chron.com: http://smallbusiness.chron.com/traditional-marketingcommunication-tools-61325.html
Shone, A., & Parry, B. (2004). Successful Event Management - A practical handbook (3
udg.). SOUTH-WESTERN,: a division of Cengage Learning, inc.
Times, T. E. (2. 11 2015). Definition of 'Sales Promotion'. Hentet fra The Economic Times:
http://economictimes.indiatimes.com/definition/sales-promotion

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