Background information about the event
The identified reported study has been developed intending to create a business event at Broome, a pearling township located in Western Australia. Through the identification of the crucial factors affecting the local tourism industry, the event has been planned to influence revitalisation of the target area (Damm, 2012). Apparently, the local government council and Tourism Council have been contributed to the event so that the city can attract a significant number of domestic as well as international tourists visiting Western Australia. In the reported study the background information of the event, the theme, size and overall perspective of the business event have been illustrated in terms of the characteristics of the affair (Isabella, 2012).
Evidently, the associated stakeholders, as well as the event organisation to be involved in the study, have been briefly described. Furthermore, the entire marketing plan set up, mission, vision and target of the business event have been evaluated based on the PESTEL analysis of the target market. In addition, the market segmentation, targeting, positioning of tourism business in Broome have been elaborated. To finish, the marketing mix concepts and strategic interventions have been identified that will be apparent for long-term sustainability of the industry in the area.
Organising a trade event can be difficult if the expected size of the event cannot be identified in a right order. Eventfully, the trade fair related to the local tourism council has been expected to be organised in a football stadium with a capacity of 10,000 people. Meanwhile, the trade fair has been estimated to be visited by around 7,500- 10,000 people on a regular basis. In the intervening time, the business event will be orderly arranged in the form of a trade fair where local business entrepreneurs, tourism industry participants, and external participants will display the offering of the city to the target audience (Tafesse, Korneliussen & Skallerud, 2010).
In terms of the content of the business event, the trade fair involving the local tourism participants such as tour and travels companies, local entrepreneurs and local government tourism council will arrange exhibitions, meetings, discussion, and conferences to be engaged with the target market audience (Altschwager, Goodman, Conduit & Habel, 2015). Basically, the event will organise cultural programmes and live band shows so that people from different areas will attend the event on a regular basis. Such theme of the events will pull large crowds from the Western Australian market as well as the rest of the country.
The major purpose of the study is to improve the existing market positioning and advertising of domestic tourism industry located at the city of Broome. Notably, the entire design and architecture of the city can be compared to mainland China. Interestingly, the tourism industry has been the leading businesses for most of the companies operating in the city area (Tatjana Pivac, 2011). Therefore, promoting the business at the larger platform will be the ultimate purpose of the trade fair.
The trade fair event will be scheduled on August 15, 2017, and the event will be followed by the next seven days. The timing of the trade fair event will be listed from 10 am to 8 pm. By considering the live band shows and cultural events, the timing of the event has been fixed in an appropriate order.
Expected size and type
In the meantime, the local tourism council of the city has given the entire responsibility to Lux Events, one of the leading event management and organising firms located at Western Australia. As an event manager of the company, it is evident to evaluate the stakeholders associated to the event. First of all, the Local Tourism Council can be identified as the major stakeholder responsible for arranging the business event (Allen, 2011). Alternatively, the community people and target population can be defined as the other stakeholder of the event (Hallak, McCabe, Brown & Assaker, 2016). Apart from the two, the tourism companies, local business entrepreneurs, and local business firms participating in the event have been counted as stakeholders. On another note the volunteers, social organisations, sponsors, and music bands participating in the event have been recognised as evident stakeholders of the trade fair (Janiesch, Matzner & Müller, 2012).
By considering the development in the event, analysis of the positive and negative impacts of the event on social, economic, and environmental perspective have been evaluated in this section.
Precisely, the seven-day tourism based trade fair will create a positive impact on the social community encouraging the popularity of the city of Broome. Moreover, the event must be covered by the social media as well as news broadcast agencies so that domestic community can recognise the value of the spot (Altschwager, Goodman, Conduit & Habel, 2015). Moreover, the event can influence the social lifestyle of the local public of Broome as well.
In terms of economic perspective, the event will attract a significant number of tourists as well as investors in Broome supporting the infrastructural as well as community development. From an economic point of view, the event can create job opportunities in long-term basis as the tourism industry will be benefited from the event (Wohlfeil & Whelan, 2016). Negatively, the local tourism council must invest sufficient funding to organise the event that can be a financial burden for the local government.
During the business event, the adverse effects of the event must be taken into account. For examples, due to the attendance of massive crowd, the environmental issues such as biodegradable and non-biodegradable garbage, use of polythene bags, and other products can affect the entire eco-system (Bækgaard, 2009). Also, there will be chances of man-made pollution during the event that must be governed in an appropriate way.
The trade event organised at Broome has been intended to increase current status of domestic tourism industry of the city. Evidently, the mission of the event is to improve the social status of the local community by developing the infrastructure for tourism industry in the target market.
The main objective of the marketing plan during the event is to promote the tourism industry of Broome to the rest of Western Australia and other major parts of the nation. Evidently, the event organiser must identify best suited broadcasting channels and social media marketing so that bigger market players, investors, and wealthiest people can come and visit the trade fair directed to attract the target demographics.
Content and theme
The PEST analysis for the event helps to identify the external environmental factors that may influence the strategic decision making of the programme to be organised in the Local Tourism Council of the city of Broome. The PEST analysis has been presented in details herein below:
- Political Factors: The changing legal policies of the Australian government have made it difficult for the event organisers to conduct major events such as the trade fare in the city of Broome. There is a need of proper licensing and approval of the local as well as state government. Additionally, the local tourism council needs to take the approval of the Australian Ministry of Trade in order to conduct such event (Bækgaard, 2009). Furthermore, the increase legal obligations related to event organising such as proper fire safety approval, health department approval, environmental agency approval, and police department approval makes it quite difficult for the event organisers to plan such large events.
- Economic Factors: Broome is economically a weak region due to its infrastructure and low level of tourist visit. On the other hand, the economic development of Australia and development of tourism sector has made it important for the local tourism council to take the initiative to attract more human traffic in the region (Foley, Edwards & Schlenker, 2014). Additionally, the development of trade in the Western Australia provides adequate opportunity to the local council to attract tourist to visit the trade fair event.
- Socio-cultural Factors: With increase in globalisation and number of expats in Australia, the population of the nation has become a multicultural demography that consists of people belonging from different cultures and background (Foley, Edwards & Schlenker, 2014). A multicultural characteristic of the Australian population makes the people fond of trade and musical events that provide opportunity to the local council to seek success with its planned event.
- Technological Factors: Australia is technologically advanced country that has all necessary technological support to conduct the event (Tatjana Pivac, 2011). Additionally, the city of Broome has all sorts of technological support to help the city council conduct the planned event such as modern sound systems, lighting equipments, decorations, international airport and other facilities.
In terms of the internal resource, the entire structure of the event, the ideal location, crowd pulling techniques, funding facilities, technological features, and available marketing competencies must be evaluated (Piperca & Floricel, 2012). First of all, the location for the event must be selected in an effective way so that maximum number of people can easily access the location of the trade event. Furthermore, modern marketing competencies such as social media marketing, digital marketing, print media marketing, and broadcasting marketing techniques can be adopted to meet the requirement. In addition, the funding resources for the event management must be verified in the meantime (Foley, Edwards & Schlenker, 2014). Precisely, the Domestic Tourism Council located at Broome will offer the required funding substantial for the allocation of resources. However, the event will include music bands to pull the maximum crowds to the event. Lastly, the modern technologies such as display presentation and online conferencing techniques should be implemented to increase the popularity and success of the event.
- Strengths: The major strength of the event is expertise of the organisers that can influence the overall target achievement of the firm. Evidently, the technological efficiency, and constant improvisation will be the key strength for the trade fair to attain long-term sustainability. Also, the knowledge and competencies of the participants has been the success key.
- Weaknesses: The negative environment externalities can be identified as one of the major weaknesses. Currently, the lack of popularity and efficiency of the local tourism council can be evaluated as one of the major concerns to the event’s perspective. However, some of crucial functions leading to the event management can become weaknesses (Pernecky, 2015).
- Opportunities: In the current scenario, the tourism industry in Australia has been identified as one of the most contributing sectors to economic growth. Therefore, the event will be successful to pull back significant amount of interested market participants and tourists in the target location of Broome. The growth opportunities in this sector will be a positive for the event organisers as well as the clients (Goldblatt, 2016).
- Threats: In the recent times, the competition within the industry has been increased on a substantial note. Therefore, market trends and competitiveness can be described as one of the recent time threats involves to the event management. Apparently, latest legal obligation and regulations imposing on the industry will be other threats to be deal with.
The market can be segmented on the basis of the age of the people and professions. For instance, the trade event can target business class people from across the country to sell their product in the region. Additionally, being a tourist destination, the local council can target younger generation people who are fond of water sports and adventure (Pernecky, 2015). Furthermore, the council can target people across the region as well as country that are attracted by musical events. Hence, it is important for the management of the event to understand and evaluate the products and services offered by the event to choose adequate market segments (Shone & Parry, 2013).
The council of Broome can target business class people on the basis of their professions in order to promote trade in the region. Additionally, musical events and food items will help the council to attract people seeking for holidays from a long time (Goldblatt, 2016). The event will primarily target music lovers and water sports loving people who wish to spend a good time in the scenic beauty of Broome. Moreover, the council of Broome will target people from Western Australia as well as from different parts of the country to visit the place.
The City Council of Broome will position the trade event as a multi-facility attraction for the tourist across the country to meet their holiday needs (Getz, 2015). Along with that, the tourism trade event will help the state government to improve tourism in the region. The event will offer tourism related products and services such as discount coupons on international packages (Park, 2015). Additionally, trainings will be provided to the executives of tourism firms to attract more traffic in the particular region. Hence, the council will position the event as a newly innovative fair to improve the tourism related businesses in the region.
The marketing mix strategies for the trade event have been presented herein below:
- Product: The council of Broome must offer differentiated products and services to attract the tourist. For example, the event will offer different types of food, musical performance of various well known bands and singers across (Tafesse, Korneliussen & Skallerud, 2010) Australia, and tourism business related products to the visitors. Along with that, the council will provide accommodation services, transportation services and technical support to the visitors.
- Price: The tickets for the event can be divided into three categories on the basis of the price and facilities provided to the visitors. For example, first class visitors can be charged with premium price for accommodations, catering, VIP pass for musical event and other business related meetings (Wohlfeil & Whelan, 2016). On the other hand, the second category includes only musical event pass and the third category include only trade event entry pass for the local people with competitive pricing policy.
- Promotions: In order to promote the event, the city council and the event organising company will make use of traditional advertisement techniques along with digital advertising tactics (Singh, 2009). For example, promotions will be conducted using newspaper advertisement, tourism magazines, and local television channels (Rankin, 2013). On the other hand, social networking sites such as Facebook, Twitter, and LinkedIn will be used to promote the event.
- Place: The tickets and booking for the event will be made available in all Woolworths and Coles supermarket to increase the reach of the audiences (Palumbo, 2008). Additionally, the tickets can be booked online through Facebook and other social media sites.
Conclusion
By considering the above analysis, it can be seen that the event will help the City Council of Broome to attract tourist from all across the country. On the other hand, the event will make people aware of the scenic beauty of the region that will future help the council to attract visitors in the upcoming future. There are several positive and negative impacts of the events that need to be managed effectively in order to make the programme successful. Irrespective of the negative impacts, the event will increase the revenue of the city council and local business in the long run.
References
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