CHAPTER 9

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Marketing for Planners

 

CONTENTS

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A. Identify the traditional Ps of marketing.

B. Distinguish target audiences and relevant demographics/psychographics.

C. Create a comprehensive meeting marketing plan.

D. Recognize the pros and cons of meeting marketing distribution channels.

E. Craft a multi-prong marketing strategy.

F. Utilize traditional and cutting-edge marketing mediums and technology.

Chapter Summary

An overview of basic marketing is provided in this chapter and includes the traditional ‘Ps’ of product, place, price, promotion, and people. Student’s will gain information on market research, marketing plan management, and marketing distribution cycles.

 

Defining the importance of marketing management is key to the success of any meeting and event. Marketing management includes: communication of meeting message; the marketing mix that determines marketing strategy, and the integration of marketing elements for the ultimate success of conclave.

 

Marketing management aids in the creation of a marketing plan. Enable meeting professionals to conduct research on attendees for future organization use. Using marketing management helps meeting professionals understand their competition and foresee organizational needs.

 

In-depth discussion is provided in making all aspects of marketing communications work together as a unified force; and a framework on market research is given to understanding target markets.

     

A. Chapter Competencies

Suggestion: You may want to give a copy of the list of competencies for each chapter to the students so they can use it as a study guide.

After studying Chapter , the student should be able to

1. define “marketing” and “integrated marketing.”

2. identify and explain all of the five “P’s” of marketing.

3. identify and explain “S.W.O.T.”

4. identify and explain “S.M.A.R.T.” and be able to come up with marketing plans that use “S.M.A.R.T.”

5. know the twenty reasons for using email marketing.

6. list at least six strategies for effectiveness.

7. know and understand the importance of using social media for marketing.

8. be able to explain a few different tools of offline and online public relations.

9. identify some of the different forms of sponsorship.

10. identify and explain the AIDA-formula.