EVNT 155 Southwestern College

All of our case studies are designed to help you focus on your goals based on the track you selected for the course.

Additionally, each case study may help you in your completion of your final Event Marketing Plan or Event Business Plan.

  • You may use portions of this case study, or even paste a link to your submission of this case study, in the relevant section(s) of your final business marketing plan.

Pricing is an important part of marketing.

  • Price too low and people may not believe you have a quality product or service (or in our case a quality event)
  • Price too low and you are assured to lose money on your event
  • Price too high and you will keep folks from being able to attend
  • Price high and people may think your event is of a high quality
    (but you run risks of you don’t actually deliver a high quality event)

Like Goldilocks & the Three Bears — when it comes to pricing: Everyone is trying to get it “Just Right.”

Many Factors
While there are many factors that go into pricing two of the most important ones are:

  • The economics of your event
    Meaning what will it actually cost you (all costs included) to offer the event as you are planning on delivering it
  • The Competitive Landscape
    Meaning what are other folks charging for any other event that is similar to yours, or offered at the same venue, etc.

—————

If you are track 1 follow instructions A. Track 2 should follow instructions B.

Instructions A (Track 1)

  • Create a budget for your event.
    • Your budget must make note of the legal capacity for the venue you are selecting; (time to pick an actual real venue if you haven’t yet)
    • Create in Google sheets and link to it.
    • In your post indicate the highlights.
  • Based on the legal capacity of venue calculate the cost you must charge for tickets for each of the following:
    • Selling out (all available capacity) where you break even (e.g., no profit)
    • Selling out 1/2 of the available capacity (where you break even (e.g, no profit)).
    • Selling out 3/4 of the capacity where you make a 15% profit (e.g., total cost ($) * 1.15)
  • Link to two events that are as similar as possible (given the circumstances).
    • LINK to their pricing page.
    • Indicate the prices for these two other events and compare with your own.

Instructions B (Track 2)

  • If you are looking for full time employment:
    • Detail the type of job you are seeking
    • Use online search tools to find three (3) examples of jobs offers that meet your requirements
      they most include salary offered (or a range).
      • Summarize each of the three jobs, including the salary and provide links to the jobs themselves.
      • In the case of employment indicate why you would be qualified
  • If you are offering gig, freelance, or professional services detail those in a short description
    • Using online sites find three examples of gigs or other offerings of services as close as possible to yours
      • Summarize each of the three jobs, including the salary and provide links to the competitive offers
      • In the case of gigs indicate why your offering would be equal or superior.

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EVNT 155 Southwestern College

From our textbook: Marketing for Tourism, Hospitality & Events, A Global & Digital Approach (Hudson, 2017, p. 109).

Based on this diagram please list an answer to the following for your event. Please number them; make sure you have completed the Week 3 reading before you start. Please watch the week three (pre-recorded) Lecture ; it will provide additional help. See my notes below… Step eight (8) is NOT required this week.

an image showing the 8 steps that are required as part of any basic marketing plan.

textbook image.jpg download

Notes:

For your final paper you will need to include all of the above information for your event. You will need to expand upon each of these items. For this case study, your answers can be abbreviated (e.g., shortened).

All of our case studies are designed to help you focus on your goals based on the track you selected for the course.

Additionally, each case study may help you in your completion of your final Event Marketing Plan or Event Business Plan.

  • You may use portions of this case study, or even paste a link to your submission of this case study, in the relevant section(s) of your final business marketing plan.

Your answer should:

  1. Be at least two sentences; it should fully describe your vision for the event
  2. Include a SWOT analysis for your event & a competitive analysis also in the form of a SWOT analysis (pick at least one competitor – for your paper you may need to focus on more than one).
    • Please format your SWOT “professionally” into a four-part grid
  3. Indicate how many folks do you expect to attend
    • Indicate ticket price(s)
  4. Indicate attendance and ticket pricing goals (step 3)
    • Indicate other measurable sales goals (hint: sponsorship goals, etc.)
  5. Identify your ideal target segment
    • Provide demographic, pyschographic, geographic and behavioral elements
  6. Include a link to your case study from Week 2: Online Marketing: A Case Study
  7. State the square footage of the space and expected rental cost
    • Other resources are optional
  8. Not required for this assignment

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