Evaluation of the Domains
Introduction
The EMBOK model (Silvers, 2003) is a three dimensional description of the knowledge and skills required to create, develop and deliver an event. This diagram illustrates that event management is made up of five areas of management:
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This page will examine how Sheffield World MenCup 2014 undertake and ensure effective marketing, administration
Event Design Overview
Marketing
The marketing material consistently followed the Brazilian World-Cup theme using the Brazilian flag, colours, and football puns throughout. The marketing channel were broad and vast including online guides, newspapers articles, magazines, social media, personally visiting the businesses, promotional emails to ensure the communication reaches them multiple time, Tanners and Raymond (2010) discuss one of the stages of the consumer purchasing decision is recognition, it is important to reinforce marketing communication to create recognition, various different channel of communication improve the consumer perception of the integrity of the event and perception of the quality.
Due to the multitude of marketing communication consumers receive daily, consumers now see traditional marketing methods as wallpaper and are therefore becoming redundant (Roy and Cornwall, 2004). Public relations were used as a channel to communication due to it being free and effective at engaging a broad audience (Tanners and Raymond, 2010). Articles about the event and charity in newspapers aren’t seen as direct marketing, Duncan (2013) states that effective marketing shouldn't feel like marketing to the consumer, and by using PR the consumer is much more likely to engage in the communication. PR also increases the integrity of the event, which is especially important for new events.
The event took a hybrid form to enhance the life of the event and reach a broad audience (Rodger, 2013), thus spreading the awareness of the event and the charity further, continuing to demonstrate value after the event, and generating more ROI from the event (MeetingsTomorrow, 2013). The social media streams were updated regularly and reinforced the brand of the event. Cvent (2013) announces the boom in new viral communication has shifted the way individuals gather and digest information, suggesting consumers are more likely to find information out about an events or charities through the use of social media sites such as Twitter, Facebook, and YouTube. This point emphasis the importance of maintaining a strong online presence as a new event, which is the reason why it was vital for the event to be displayed on multiple online sites.
The time retrenches of the project meant that the marketing was only able to start 1 month before the event. Due to the high cost of the event equalling consumer’s decision making process taking longer, Samba events were not able to sign enough teams onto the event to carry out the original tournament plan, and had to lower their aim for 12 team to 6. Thus causing the expecting cash flow to decrease and ultimately generate less income for Sheffield Mencap and Gateway.