The purpose of the thesis was to create a functional and realistic marketing plan for an event called As a result of the process, a marketing plan was created that serves Narvan Markkinat's needs. The marketing plan for Narvan Markkinat is attached to the thesis and has not been published.
The aim of the thesis was to create a functional and realistic marketing plan for the rural fair festival Narvan Markkinat.
Marketing Events
Therefore, it is crucial to include excitement as part of the promise of the event and to establish that the promise is. It is important to know the history of the product, as the event marketer can choose which way to interpret it to the. During the planning phase, the timing of the event should be carefully considered, and certain issues should be kept in mind.
Depending on the event and its participants, the time of year, week and day should be considered.
Traditional Marketing
Therefore, it is the marketer's job to find the unique selling points and communicate them to the audience. It is important to fully know the event that is taking place. organized to create successful marketing. No matter what the content of the event is, it must be presented to the public as refreshing, exciting and something that benefits the participant. advertisements due to the different relationship between the text and image.
In posters, the image has more value than the text, while in others. advertising is usually the other way around. Medium and large companies often use broadcasting in their marketing because of higher marketing budgets and since radio and television provide the opportunity to reach a wide audience. This is usually practiced by larger companies as designing, printing and mailing can add up to considerable sums.
According to Lavinsky (2013), direct mail is one of the most visible proofs that traditional marketing is still alive and effective, and all people have to do is check their mailbox to see it. For example, the event can offer the sponsor visibility in its marketing materials or the sponsors can use the event's logo in their own marketing. The sponsors can have their advertisements at the event itself or the sponsors can become a crucial part of the organization of the event through cooperation.
It is also common for a sponsor to include their name in the name of the event or have their own event as part of the main event. However, it has become more and more popular to have business partners who help with marketing and organization of the event in other ways, also instead of just through financial sponsorship.
Digital Marketing
The website is almost the only digital service that is fully in control of the organization in terms of its design, content and functionality. The website is a perfect place for the organization to show their brand in a desired form, but it must also be reliable, clear and informative. To achieve this, the organization can either purchase search engine advertising or implement their website in such a way that it.
The purpose of search engine optimization is to help search engines bring users interested in specific topics to an organization's website. According to Auram and Parjanen, the social media strategy of an organization must always follow the main strategy of the organization, especially crisis communication plays an essential role in this. First, social media allows an organization to understand its customers better than ever before by offering a new approach to understanding.
Social media has also created new marketing opportunities based on recommendations, made organizations more personal and accelerated communication. the organization that wants to market its brand should always create a Facebook page for the organization. This allows the organization to moderate conversations afterwards and, for example, delete inappropriate comments. When using Twitter as part of an organization's communications strategy, the organization must remember to be authentic and transparent.
The organization should also avoid using any automated direct messages, as well as adding value to the content by being positive and giving useful information. Anyone can create or update content on Wikipedia, and it is recommended that an organization maintain a Wikipedia profile and. update information about himself on the website. the amount of visitors to their Wikipedia article.
The Event
Yet, in recent years, only about 20 percent of FI end-domains have used some measurement system, where javascript measurement code is set on every page of the online service. Currently, most web analytics solutions are based on tag-based measurement in the browser. The goal of this project-based thesis was to create a realistic marketing plan for an event called Narvan Markkinat.
During the process, continuous and efficient communication had an important role in the success of the thesis. The next edition of the event will last for five days instead of the previous four days. As always in the past, the market itself is the center of the event, but several other events will take place during the five days.
Due to its central positioning, a market has been organized in the area since 1720. moved to Tampere in 1788 until 1965 when the youth association "Tähti" - nuorisoseura ry. revived the market that would be organized every five years in its original location of Narva. The organization, like the event itself, has a long history, since it was founded in 1905. Since its establishment, the association has played a vital role in the village by organizing and supporting a host of activities in the village.
The activities include, for example, the association's own band, plays, courses and clubs as well as several events such as Perinnepäivä, Talon juhla, Lasten juhla, Kyläjuhla and Narvan Markkinat. The association's board consists of ten people, but during the preparations of Narvan Markkinat, other local residents join the various working committees, and in the end, around 400 volunteer workers are needed to organize the entire festival.
The Process
Already on Wednesday, July 8, they will light the traditional embers, and in addition, they will organize a run, a historical parade, children's fairs, balls and concerts. The village of Narva has a long history that begins in the Stone Age, which is clearly visible and reflected in the event itself. continuously inhabited since the Stone Age, when it served as a place for trading and handling leather and furs. The next meeting was held in mid-November, at which most of the members of the marketing committee were present.
During the meeting, a SWOT analysis was produced and marketing objectives, event program, ticket prices and marketing tools to be used were discussed. After that, the marketing plan was finalized based on the information gathered during the meeting and sent to the organizers in early December for approval. During the thesis process, continuous and efficient communication with the organizers was crucial, which was ensured through meetings and emails.
Cooperation went smoothly thanks to one contact person, and getting information was easy thanks to quick responses to e-mails. In this way, a realistic and functional marketing plan for the event was created and thus the goal of the thesis was achieved. However, the marketing plan did not become as detailed as the author would have liked.
This was due to the early formulation of the plan when various details about the event had not yet been agreed upon.
The Marketing Plan
In addition to the SWOT analysis, the target group and customer base of the event were analyzed in Narvan Markkinat's internal analysis. The characteristics of the people were described and the best marketing channels for reaching them were listed for the marketing plan. In previous years, event organizers had decided that a specific budget was unnecessary.
The aim of the thesis was to create a functional and realistic marketing plan for Narvan Markkinat 2015. This goal was met as the drafted marketing plan facilitates and helps in structuring the marketing activities of the event and serves as a guide for the organizers. The marketing plan also ensures that all organizers are aware of the main objectives of the event and that they can work towards achieving them.
The theoretical basis of the thesis was successfully chosen in a sense that it helped in the drafting of the marketing plan and brought forth new insights. Creating the marketing plan led to a better understanding of the event's current situation as well as its goals and suitable marketing activities. After this, the organizers can also use the marketing plan for the future editions of the event by updating to suit the future needs and situations.
Although the main objective of the thesis was achieved, the marketing plan did not become as detailed as we had hoped. First of all, it is recommended that the marketing plan writer is closely involved in the organization of the event from start to finish. If the plan is drawn up closer to the event and the writer is involved until the event itself, it is possible to analyze the results of the marketing and the plan.
The marketing success and true benefit of the plan cannot be fully seen until the event is held, but,.
Marketing Plan for Narvan Markkinat 2015
