rpts*320. attracting the audience registration admissions accreditation seating plans attendee...
TRANSCRIPT
RPTS*320
Attracting the AudienceRegistrationAdmissionsAccreditationSeating PlansAttendee ServicesProtocol and VIP Services
The challenge of ticketing for events: London’s 2012 Olympic disaster (Link)
Accommodating an audience is primarily focused on marketing and customer service.
What is good customer service? -always measured from the
customers’ viewpoint
“A moment of Truth”
Product PricePlacePromotion
1. Identification▪ Target Market▪ Research
2. Segmentation▪ Needs and wants
3. Interaction ▪ Engage audience
4. Integration ▪ Customization &
consistency 5. Differentiatio
n
Marketing plan includes:▪ Work plan▪ Timeline▪ Vision & objectives/goals▪ Strategies & tactics▪ Types of marketing vehicles
Budget includes:▪ Marketing & promotion of previous event▪ Estimated costs of each marketing tool ▪ Benchmarks from similar events
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Designed to inform
Persuade and remind
Add value
Attract attendees from target markets
How did this event position themselves?
Use of Internet to target market
Encompasses the use of social media:▪ Facebook▪ Twitter▪ Linked In▪ Blogs
Why is the internet an effective means of marketing?
*Successful marketing strategy = reaching the right people with the right message
Link
Seeing is Believing - Movie Festival It does a Body Good - Fudge FestSounds and Lights in Darkness -Indian Festival Diwali (Music,
Candle)Uncork yourself, Uncork the Fun -Best Fall Festival (Wine)
NAME & CREATE A SLOGAN FOR THIS EVENT
“Coca-Cola Party, Get Up”“C.C. Beach Bash, Let’s Get Canned”“C.C. Beach fest, wanna’ chill out”C.C. Beach Party”“C.C. Beach Surprise…Grande”“Coke Bash, Get High Off of Coke”The Big Drip, Good to the Last DropSpring Break Fest…Fizz zone, exhilarate your senseRehydrate yourselfDrink C, love life
Chapter5. Accommodating the Audience
Best Job in 2012: MICE!!!! (Link)
First Impressions Get the Information You Need Streamline the Data Management System Use Incentives to Sculpt Behavior Welcome our Guests Create User-Friendly LayoutsPayment and Cancellation PoliciesPrepare your staff
-Registration is part of customer service. -Show your ‘Professionalism’ -Design: quick and easy, event branding
Link
Payment and Cancellation Policies
-Clearly state these policies including deadlines, prorated
refunds, and other terms and conditions Link
“Dissatisfaction is often the result of uncertainty”
Admission Control StrategiesTicketing (Pricing Issues)
Admission Control Strategies-counting attendance, controlling access, controlling costs, cancelling tickets
An opportunity for the professional event coordinator to enhance the event experience
-peak and low traffic times
An exciting entryway or entrance scenario
A customer service moment
Accreditation“the process required for receiving
credentials for access to an event or a certain area of a event”
Credentials“evidence of identity and qualification” (Goldblatt and Nelson,
2011, p.4)
A ticket is a credential that identifies the ticket holder as qualified to enter
The professional event coordinator must...
-determine the appropriate level and type of accreditation system to meet the selected needs of the event, event stakeholders, and event audience.
-site plan, budget, and operations
-appropriate policies/procedures, materials, staff training
The professional event coordinator must consider…
-the purpose of the event -politics -pricing -protocol -proximity requirements
Assigned seating: individuals are assigned a specific seat at a particular table
(reserved seating)
Open seating: first-come, first-served basis (general admission seating)
Festival seating: a large open area in which no actual seats are provided
Occupancy regulations for a specific venue
Seating capacity of a venue: local fire/safety code depending on the configuration, furnishings, aisle width, and obstructions
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Classroom Style
Auditorium or Theater Style
Conference Style
U-Shape
Hollow Square
Banquet Style
To improve the event experience…
Information StationsHousing IssuesTravel Aids -vacation brain Lounges and Concierge Service
Protocol: setting the form for other to follow (the customs and rules of politeness and courtesy between individuals through which we recognize status and avoid giving offense)
-Anthems -Ceremonies -Flags and Emblems -Forms of Address -Introductions -Order of Precedence
VIP Services -special services for special people -special security issues -special routing