Evaluation of Event Process
Discuss about the Digital Futures for Events & Event Marketing.
The previous certainly provides a detailed event implementation process revolving around the campaign- #another 100, which is about promoting and supporting the VOTE100 celebration. The campaign particularly include the purpose of commemorating the achievement of the women of allowing women to vote for the first time. The fact indicates that the recent turnout for the vote is marginally low; and thereby, the primary of the focus of the campaign is to promote the awareness for the turnout through the use of social media. The planning process of the event indicates the fact that an appropriate implementation of digital activities mentioned in the process could provide a desired outcome. It is estimated that people from the poor and under-developed nations can raise the voice for their right, as digital media has a strong influence people because there are millions of users including men and women are active on digital channels such as Facebook, YouTube, Twitter, etc., on a regular basis. Therefore, any campaign on such channels will receive a speedy response. However, the whole process requires a complete evaluation to identify the strength and weakness, estimated result, challenges and scope for further improvement. So, the evaluation is done in the following.
Getz and Page (2016) mentioned that the word the event is derived from the Latin word “eventus”, which means outcome, result and success. So, any event organized with a purpose must generate a desired outcome. The #another 100 is also developed to create awareness among women and men to grab their right of voting. Petronio (2015) defined that the event can be considered that as the “temporary occurrence” and to explain the difference between the unplanned and planned events, the word “event” is further preceded with the word “special” to imply a human element. It is further identified that being very trendy in the recent time, it is worth mentioning that event marketing is not a new phenomenon. In the United Kingdom and in some other nations, the vent marketing has existed as long as conventional marketing has been performed. It is significantly a part of marketing mix as well as now it goes under the name special event. Andersson, Getz and Mykletun (2014) mentioned that an effective event marketing could attract the “right” people and the “wrong to an event. Nonetheless, it should be pointed out that event marketing remains crucial to make sure that event is supported by the particular number of participants to gain the success out of it.
Introduction to Event Marketing
However, even though the goal of the event is clear but the organizers must have to consider the fact that the event needs global audience not just for women but everyone for globally encouraging participants to look forward to the future; thereby, the people could begin and continue making the effort in the right direction addressing the key environmental and political issues (Henderson 2011). One significant factor that often comes in the discussion is, as #100 is a global campaign promoting the right of women for vote may turn into a controversial theme because the vision statement requires a digital poster where the audience can share their views and ideas but as this a public forum, people have the right for sharing their own opinions in the poster. However, there are some particular parties who can raise their voice against the campaign.
However, it is also estimated that #another100 may receive a tremendous popularity because the whole process is done through digital media channels. Almost 61% of adults are consuming news on social media and one in four adults in UK tend to find content through a predictive technology such as Amazon and Netflix (Taiminen and Karjaluoto 2015). Thereby, now days, creating awareness for a positive campaign where the people themselves will be benefitted requires just a day. This is because the entire world is digitally connected. In addition to this, it can be mentioned that the campaign will be more successful because it is promoted worldwide by engaging some popular artists who can share the ideas in the form of writing and drawing. Nonetheless, as the entire campaign is done through social media channels, the campaign requires a more extending attention in the chosen media because creating pictures and paints on Facebook or Twitter may not help to reach the wide audience there are more some channels which could help to create speedy response and contribute to the development of the campaign (Stephen 2016). There are some other significant aspects which have been evaluated in the following.
Price is a significant factor in the market research plan but in the present campaign, price is not considered in the campaign because #Another 100 is a non-profit digital campaign with the purpose of creating awareness for women vote. However, acquiring the digital media channels and commercially promote them on the selected channels require funds. Even it is a non-profit campaign, event authority must have to consider the cost of advertising materials such as the cost of the individuals or the participants spending time on the campaign requires a stipulated amount of budget. Each member spending on the campaign may charge a stipulated amount, which needs to be managed by the event authorities.
Global Audience Consideration
Another significant factor in the plan is the allocation of funds which requires careful attention. According to Grewal et al. (2016), the technique of outlining the campaign priorities and objectives should give a clear idea of which marketing channels could be most effective to achieve the stated goals. Therefore, the event authority or the organization should start determining how it is going to allocate the overall marketing spend by generating a list of all channels and tactics. For instance, the allocation of budget may require particularly in content marketing, social media marketing, display advertising of the posters containing scope for women power and online public relations.
Thereafter, the event authority needs to evaluate which particular channels will have the largest impact on the stated goals as well as allocate wisely to those channels. Dima (2015) mentioned that it is wise to invest in a handful compared to a handful for the channels instead of spending too much for the channels. Nevertheless, #Another 100 did not reserve any funds that will remain unallocated but later can be used as the financial back up. The total expenditure for the digital campaign is around £505 but this expenditure is the only final budget but it does not include the unallocated funds.
The environmental analysis indicates that only 20 respondents were selected for collecting the views regarding the change in the parliamentary system such as allowing women to vote. However, the goal of the campaign is to access the entire world and create awareness among the women for their right but asking 20 people only for their views regarding the context does not create a positive difference. As the focus of the campaign is broad, more participants were required to be surveyed. The outcome could be more specific and reliable if at least 100 respondents are surveyed and then it should be posted on the selected digital channels In the operational field of the campaign, it has also been identified that the demographic majority is female with the age above 25 but today’s rapidly growing dynamic environment, young adults are very sensitive towards any social issue; thereby, approaching those individuals could be a wise initiatives. Moreover, a large percentage of users on the digital media channels are the young adults; so there is a high chance that contribution of young adults to the social media campaign could speed up the success (Lee and Chan 2016).
Evaluation of Finance
As the campaign is digitally conducted and promoted in many digital channels, the question of safety security is a big concern. There is a possibility that campaign can be negatively affected because the social media users can join the group page and can share a negative view which could be further visible to all the users in the group. In addition, it is certain that users’ profile on the social media channels can be hacked; thus, it is necessary for the event authority to filter each post and there should be a special security check each day, which would help to identify both users’ response and the kinds of posts that have been shared to the group. In addition to this, the attention should also be given to the security thefts of mobile devices and other network connected device. It is not possible to maintain the security of each device but there should be a common message about the security for all the users or the audiences who are involved in the digital campaign.
The market response provided in the market analysis table in the previous report indicates that the responses of the users did not reach any high margin; for example, Jessica only received 5 replies and Emily received 3 positive replies but in such a mass campaign receiving 4 to 5 replies of the respondents is certainly less. Therefore, email marketing or any other content marketing requires attention. It is highly necessary for the even organization to leverage the digital media to the fullest. As the campaign is digitally promoted worldwide, it is necessary for the organization to use each channel effectively and to gain the best out of it. The response recorded in the marketing activity were found to be 2562 impression and 28 engagements in Facecbook and Twitter but these two social media channels are worldly popular digital media platform while the responses received is less compared to other global social campaign.
The digital marketing activities play a great role in accomplishing the overall objectives of #Another 100. The campaign has selected the major social media channels but there are few more social media channels which were needed to be used in the campaign. In addition to this, the focus on the customers is less, as the campaign is using the global media, the focus has to be broaden. If the event organizers prefer to widen the areas where the digital media activities need to be penetrated, the organizers can receive more response from the customers. Furthermore, it can also added that recent digital activities for #Another 100 is not appropriate enough, as there is a significant scope for the improvement. Besides, the social media channels, the organization can use its own official website, which can also instigate the audience (Lim et al. 2015). This is because when users can learn more information about the campaign and its purpose on an official page of the organization, the audiences start relying on the campaign with the purpose of fighting for their right. Therefore, the organization should and develop an official website to support the campaign.
Evaluation of Operation
Working on the campaign #another 100 gives me a real happiness because the event has real purpose. It is true that a large percentage of people including men do not know the purpose and value for voting. Particularly, in the interior areas, where the rate of education is poor and people do not have access to knowledge, so they do not know why a particular person, for example, should be chosen as the leader of the nation. More specifically, women are lagging behind compared to men when it comes to Vote. Thus, there is real necessity of awakening women to grab their right for vote. This campaign is realistic, thereby, I put all efforts to make it happen. However, when we started working for the campaign in a group, I personally realized that provoking women around the world through an event with a traditional procedure may not provide a desired success because the traditional procedures are limited to certain areas or a group of communities but hence, the focus has to be widening with the involvement of large women population.
Finally, I decided to choose digital media channels because, I have observed that till now from the recent past, the use of technology has rapidly been growing among the people around the world. Internet technology has changed the perspectives of people towards the social trends. Now days, whenever a rule or trend needs to be changed, people always consider the views of a mass audience. People now tend to observe how the other parts of the world are reacting to the fact. Thus, when a large population of people want the same thing, the purpose of that thing becomes stronger and then it leads to accomplishment; so, it is an undeniable fact that technology such as internet has a strong influence on people and later comes the digital media channels that have completely changed the ways of interacting with people. Now, interaction through digital media channels is probably the speediest way. Thus, I have presented the idea of leveraging the digital media channels to accomplish the goals of the event.
As the idea of using digital media channels came from me, initially, I played the role of selecting the appropriate digital media channels that fit our purpose of the event. However, I must mention that choosing the right media was a difficult task and I took almost a month to select the digital media channels. I chose Twitter because I have a personal account on Twitter; thus, I knew that Twitter is an effective way to create snapshots for our digital media activities. I knew, on Twitter, we can design our content as per the requirement and initial reaction of people. I knew that most of the people follow Twitter to avoid long messages and the users tend to pay attention to the rich content, such as the videos, images and GIFs. Therefore, when we use Twitter, we can create rich content adding images and live videos to influence people in terms of fighting for their right. On the other side, I chose Facebook, because everyone knows that Facebook is one such recent social media tool that acquired the highest number of users in the shortest time. As we needed a large population of people, Facebook was the platform, where we could receive the highest response in the shortest time.
Safety of Digital Campaigns
When I was done with the selection of social media channels, another big challenge that I face when playing my role is the budget. I did not have any idea how all these activities and digital media channels can be used because I was stuck with the fact that if we commercially promote our campaign, we must have to use the paid media channels. So, acquiring the paid media channels for the campaign may require a stipulated amount of budget. So, as my role, I explained the context to my group leader. However, the challenge was overcome by generating an alternative way, which is paying major attention to unpaid media. Under the paid media, we use Facebook and Twitter to promote the content of the campaign.
I had another significant role in the group, which is preparing the live event details and timescale of the event. Hence, I must state the fact preparing the live event features on the social media channels and the time scale for the all the activities is the real challenge for me. I may come up with many ideas but when it comes to implementation I need guidance. Therefore, taking the guidance of Emily, I prepared a table creating separate columns and rows for the variables like social media platform, username and URL. For example, for Twitter, I created the user name such as @Another100years with the URL name www.twitter.com/another100 years. Likewise, I prepared the timescale of the event by mentioning the time table for each particular marketing activity. For example, the pre-event marketing activity is supposed to start from Friday 16th March- Sunday 8th April 2018.
However, I must mention the fact that Vision and Mission Statement activity increased my knowledge about how a purpose of an event or campaign can be achieved by setting clear and concise vision statement. In the vision statement I have learnt that it is highly necessary to state or align the purpose of the event. This means when creating a vision, the organizers or the organizations must remember the fact that operational activities need to be included in the vision statement. Likewise, when preparing the mission statement that I learnt that there should be a link between the mission statement and goal of the event. This means that the goals should be derived from the mission of the event. In the following paragraph, I have discussed how I have managed my learning and performance with the help of Gibb’s learning model.
According to Gibb’s, there are six different stages through which learning can be formed such as description, feelings, evaluation, analysis, conclusion and action plan (Husebø, O’Regan, and Nestel 2015). Hence, in the description phase, my role was to prepare the ideas of applying digital media channels to our event activities and prepare a clear presentation of the event. Now, in the feeling phase, I must mention that I did not have any idea that how digital media channels can be utilized to promote the campaign. I did not have any earlier experience of running a campaign on the social media channels. Therefore, my reaction was not familiar because this was a large event and running such a big campaign on digital media requires knowledge.
Figure 1: Gibb’s learning framework
(Source: Husebø, O’Regan and Nestel 2015)
Analysis is certainly an important stage, in which the entire situation is required to be analysed to identify the negative and positive from the situation. I must state the fact that I have learnt some managerial and decision making activities from the event and I learnt how to make vision and mission statement for a realistic campaign. Nonetheless, I should mention that when managing the entire campaign, I learnt that I need to develop my communication skills because communication is highly necessary when managing a global campaign.
Conclusion
In conclusion, it is worth mentioning that the implementation of any event requires proper planning, management, and implementation. When the outcome has to be derived from a large event, it is necessary for the organizers to use technology and use it in a proper way to avoid unnecessary challenge, which could further affect the event. Based on the evaluation, it can be mentioned that the both the assignment 1 and assignment 2 requires more attention with respect to the digital media channels. According to the evaluation, it can be stated that any project, event or campaign which is supposed implemented with the help of social media, requires a deep and frequent engagement of people. The event organizers should implement digital media activities on a regular basis, so that the users can learn about the context and remain in touch with the context. From the evaluation of the reports, it is learnt that when the users or the audience sees the posts on a regular basis, they get influenced by the fact. In addition to this, I have also learnt the fact that budget is always a significant concern for any event. A proper allocation of budget should be made including the unallocated funds as the backup. The present campaign does not have any financial back up which remains as the significant financial risk because if the financial back up is not arranged, the event may be delayed and desired outcome may not come.
The evaluation also indicates that each member of the group lacks communication skills, which is further reflected on the digital marketing activities. If the members are having a good communication skill such as writing the content, or theme of the campaign. If the content of the campaign is influential and catchy, it is certain that clear and positive response could come from the audiences in the remote areas. The evaluation of the report helps me to understand that I need to enhance my communication skills to run a campaign in the global communication media. The evaluation of assignment 2 helps to understand, the event organizers need add more popular channels such as YouTube to generate more speedy response.
References
Andersson, T.D., Getz, D. and Mykletun, R.J. eds., 2014. Festival and event management in Nordic countries. Routledge.
Dima, T., 2015. Social Media Usage In European Clubs Football Industry. Is Digital Reach Better Correlated With Sports Or Financial Performane?. Romanian Economic Journal, 18(55).
Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events. Routledge.
Grewal, D., Bart, Y., Spann, M. and Zubcsek, P.P., 2016. Mobile advertising: a framework and research agenda. Journal of Interactive Marketing, 34, pp.3-14.
Henderson, S., 2011. The development of competitive advantage through sustainable event management. Worldwide Hospitality and Tourism Themes, 3(3), pp.245-257.
Husebø, S.E., O’Regan, S. and Nestel, D., 2015. Reflective practice and its role in simulation. Clinical Simulation in Nursing, 11(8), pp.368-375.
Lee, F.L. and Chan, J.M., 2016. Digital media activities and mode of participation in a protest campaign: A study of the Umbrella Movement. Information, Communication & Society, 19(1), pp.4-22.
Lim, J.S., Ri, S.Y., Egan, B.D. and Biocca, F.A., 2015. The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48, pp.463-472.
Petronio, S., 2015. Communication privacy management theory. The international encyclopedia of interpersonal communication, pp.1-9.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
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