Eventmarketing praktijkopdracht
Ben & Jerry’s
Denise Ruigrok
Derde jaar Hotel- en Eventmanagement
Tio Amsterdam
Nederhoff
Versie 1
Inhoud
1. De keuze.............................................................................................................................................4
, 1.1 Het bedrijf.....................................................................................................................................4
1.2 Het event......................................................................................................................................4
1.3 Doelstellingen...............................................................................................................................4
1.4 Grafiek eventmarketingcommunicatie.........................................................................................4
2. Scenariostudie....................................................................................................................................5
2.1 Projectplan...................................................................................................................................5
2.2 Trendanalyse................................................................................................................................5
2.3 Alternatieve scenario’s:................................................................................................................6
2.4 Canvasmodel................................................................................................................................6
3. Marketingmix..................................................................................................................................7
3.1 Product:........................................................................................................................................7
3.2 Plaats:...........................................................................................................................................7
3.3 Prijs:..............................................................................................................................................8
3.4 Personeel:.....................................................................................................................................8
3.5 Promotie.......................................................................................................................................9
3.6 De kracht van het evenement......................................................................................................9
4. Relatiemarketing..............................................................................................................................10
5. Eventmarketingcommunicatie..........................................................................................................11
5.1 Het doel......................................................................................................................................11
5.2 Doelgroep...................................................................................................................................11
5.3 De boodschap.............................................................................................................................11
5.4 Wijze van communiceren...........................................................................................................13
5.5 Tijdsplanning...............................................................................................................................13
5.6 Middelen....................................................................................................................................14
5.6.1 De uitnodiging......................................................................................................................14
5.6.2 Storytelling...........................................................................................................................14
5.6.3 Locatiekeuze........................................................................................................................15
5.6.4 Catering...............................................................................................................................16
5.6.5 Entertainment......................................................................................................................16
5.6.6 Techniek...............................................................................................................................16
5.6.7 Decoratie.............................................................................................................................16
6. Merkactivatie....................................................................................................................................17
6.1 Brand equity & Brand-added value.............................................................................................17
6.2 Brand-identity prism...................................................................................................................17
6.3 Merkimago.................................................................................................................................18
7. Citymarketing...................................................................................................................................19
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, 8. Het event als strategisch marketinginstrument................................................................................20
8.1 Van strategie naar concept.........................................................................................................20
8.2 Concept.......................................................................................................................................20
8.3 Individuele- en sociale context...................................................................................................21
8.4 Waarde-toevoeging....................................................................................................................21
8.5 touchepoints...............................................................................................................................21
9. Evaluatie en effectmeting.................................................................................................................23
9.1 Bedrijfsevenement.....................................................................................................................23
9.2 WESP methode en evaluatie.......................................................................................................23
9.3 accountabilitycyclus....................................................................................................................24
9.4 ROI-piramide:.............................................................................................................................25
Literatuurlijst........................................................................................................................................26
3
Ben & Jerry’s
Denise Ruigrok
Derde jaar Hotel- en Eventmanagement
Tio Amsterdam
Nederhoff
Versie 1
Inhoud
1. De keuze.............................................................................................................................................4
, 1.1 Het bedrijf.....................................................................................................................................4
1.2 Het event......................................................................................................................................4
1.3 Doelstellingen...............................................................................................................................4
1.4 Grafiek eventmarketingcommunicatie.........................................................................................4
2. Scenariostudie....................................................................................................................................5
2.1 Projectplan...................................................................................................................................5
2.2 Trendanalyse................................................................................................................................5
2.3 Alternatieve scenario’s:................................................................................................................6
2.4 Canvasmodel................................................................................................................................6
3. Marketingmix..................................................................................................................................7
3.1 Product:........................................................................................................................................7
3.2 Plaats:...........................................................................................................................................7
3.3 Prijs:..............................................................................................................................................8
3.4 Personeel:.....................................................................................................................................8
3.5 Promotie.......................................................................................................................................9
3.6 De kracht van het evenement......................................................................................................9
4. Relatiemarketing..............................................................................................................................10
5. Eventmarketingcommunicatie..........................................................................................................11
5.1 Het doel......................................................................................................................................11
5.2 Doelgroep...................................................................................................................................11
5.3 De boodschap.............................................................................................................................11
5.4 Wijze van communiceren...........................................................................................................13
5.5 Tijdsplanning...............................................................................................................................13
5.6 Middelen....................................................................................................................................14
5.6.1 De uitnodiging......................................................................................................................14
5.6.2 Storytelling...........................................................................................................................14
5.6.3 Locatiekeuze........................................................................................................................15
5.6.4 Catering...............................................................................................................................16
5.6.5 Entertainment......................................................................................................................16
5.6.6 Techniek...............................................................................................................................16
5.6.7 Decoratie.............................................................................................................................16
6. Merkactivatie....................................................................................................................................17
6.1 Brand equity & Brand-added value.............................................................................................17
6.2 Brand-identity prism...................................................................................................................17
6.3 Merkimago.................................................................................................................................18
7. Citymarketing...................................................................................................................................19
2
, 8. Het event als strategisch marketinginstrument................................................................................20
8.1 Van strategie naar concept.........................................................................................................20
8.2 Concept.......................................................................................................................................20
8.3 Individuele- en sociale context...................................................................................................21
8.4 Waarde-toevoeging....................................................................................................................21
8.5 touchepoints...............................................................................................................................21
9. Evaluatie en effectmeting.................................................................................................................23
9.1 Bedrijfsevenement.....................................................................................................................23
9.2 WESP methode en evaluatie.......................................................................................................23
9.3 accountabilitycyclus....................................................................................................................24
9.4 ROI-piramide:.............................................................................................................................25
Literatuurlijst........................................................................................................................................26
3
