Event marketing in car industry : case: Carfest
Häme, Erkki (2013)
Häme, Erkki
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112317897
https://urn.fi/URN:NBN:fi:amk-2013112317897
Tiivistelmä
Car importer companies compete on the pages of newspapers and magazines with who has the nicest and most clever advertisement on their new car models. The industry uses quite basic means of marketing – including TV and Radio.
Event marketing means to have an event and market your product through that. It needs involvement from the potential customer – not only browsing the magazine or listening to the radio.
The main objective in this thesis was to find out whether a SMB can organize a big marketing event. The goal was to produce a big, at least on Finnish scale, marketing event for a Finnish car importer company with a limited budget. The event was planned in Narinkkatori, Helsinki.
The theoretical part included all aspects that should be taken into account when organizing events. First we described the different means of event marketing. Then we went through the whole process of event marketing planning, starting from the screening of objectives all the way to the legacy. The marketing plan, financial plan and operational plan were all discussed at all the levels involved when planning such events.
The case gave us the idea of the Carfest in Helsinki. We started implementing the theory by going through it step by step, doing the budget, time schedules, logistics, marketing, risk analysis, etc. Unfortunately the actual implementation of the plans were not executed as the company had organizational changes and could not go through with the plans as of now.
Event marketing means to have an event and market your product through that. It needs involvement from the potential customer – not only browsing the magazine or listening to the radio.
The main objective in this thesis was to find out whether a SMB can organize a big marketing event. The goal was to produce a big, at least on Finnish scale, marketing event for a Finnish car importer company with a limited budget. The event was planned in Narinkkatori, Helsinki.
The theoretical part included all aspects that should be taken into account when organizing events. First we described the different means of event marketing. Then we went through the whole process of event marketing planning, starting from the screening of objectives all the way to the legacy. The marketing plan, financial plan and operational plan were all discussed at all the levels involved when planning such events.
The case gave us the idea of the Carfest in Helsinki. We started implementing the theory by going through it step by step, doing the budget, time schedules, logistics, marketing, risk analysis, etc. Unfortunately the actual implementation of the plans were not executed as the company had organizational changes and could not go through with the plans as of now.