MICE_05

• Marketing is a management process responsible for identifying, anticipating, and satisfying customers’ requirements efficiently and profitably.
• Audience profiling is the process of defining exactly who the target market is, by monitoring consumer buying behavior across multiple platforms.
• Demographics. These are the vital statistics of a specific population.
• Psychographics. These are the personality traits of the target audience.
• Lead generation is a marketing term used to describe the development of consumer interests into products or services of a business.
• People: In this case, people do not refer to the target audience, but rather to the team who will actually implement the marketing plan and produce the event.
• Process: This refers to the development of a marketing plan and careful examination of the effectiveness of the communication to the audience. Process refers to the steps taken in the development of the plan.
• Consumer: By focusing on how the event fulfills the audience’s needs and why the consumer should want to be there, the event organizations have better success at gaining interest in the event.
• Cost: In deciding on a price to set for the event fee, the organizing team needs to consider both the income needed to produce the event and the attendee’s perception of the value of the event.
• Communication: Not only is the method of communication important for the intended audience, but the way in which things are communicated is also important.
• Convenience: This refers to considering how easy it is to register for the event and how suitable it is for the audience to attend.
• Indirect marketing, also known as word-of-mouth marketing, is promotion using non-traditional and innovative means.
• Direct marketing is done by means of direct communication with consumers, or in case of events, attendees.
• Public Relations (PR). It is the art of convincing the public to have an understanding for and goodwill toward an organization, person, or event. PR plays a major part in the promotion mix of an event. PR determines what others perceive about the event organization and its mission.