sport event marketing report, (Brisbane to the Gold coast cycle). Australia QLD

.This is sport event marketing report, which you have to fill up all the tables with relevant information to this event (Brisbane to the Gold coast cycle). ()

.It’s about real event which in Australia in Queensland, it is called Brisbane to the Gold coast cycle and this is the website for the event

http://b2gc.bq.org.au/

.This example just to let you to understand how to fill the tables: for example for table of technology:

3.1.1 Environmental Impacts

Negative Impacts

What/type of indicators

When/times of day?

Where? Site?

How? What instruments/Data Sources

Negative Impacts:

Pollution; litter or consume other commodities.

Bottles on the ground

Rubbish

 

During, before and after the race.

 

 Cycle track from Brisbane to Gold Coast

 

.

 Photos

( I am going to attend the event so I will take a photo, you don’t have to write it  )

 

 

.You can use this website of you need it; http://www.abs.gov.au/

.You have to do exactly as the report style below: 

The report style

1.0 Event mission and/or objectives

1.1 Event background and evolution + lifecycle (the graph, Introduction, The product life cycle)

2.0 Justification of/for the type of event                                       

2.1 Classification of sport/event by audience, stakeholders, size and “must see” appeal, also positioning (Perceptual Map).                     

3.0 Proposed research methods for gathering data for topics 1 to 5 for the final report
(Tables 2.1 to 2.5 set out the observation and secondary research methods that will be used to gather data on the event impacts and sustainable practices; consumer behaviour; the marketing mix; sponsorship and (new) technology used in association with the event).

 

Table 3.1         Event impacts and sustainable practices – impacts, indicators, where, when, how, instruments

3.1.1 Environmental Impacts

Negative Impacts

What/type of indicators

When/times of day?

Where? Site?

How? What instruments/Data Sources

Negative Impacts:

  • Environmental Damage
  • Pollution
  • Destruction of Heritage
  • Noise Disturbance
  • Traffic Congestion

 

Positive Impacts:

  • Showcasing of the Environment
  • Provision of Models for Best Practice
  • Increased Environmental Awareness
  • Infrastructure Legacy
  • Improved Transport & Communications

Urban Transformation and Renewal

 

 

 

 

 

 

     

 

  • Event Environmental Impact Observation recording sheet. Other instruments?

 

  • Photos

 

3.1.2 Economic Impacts/tourism impacts

Negative Impacts

Who? What Indicators

When/times of day?

Where

What instruments/Data Sources

Negative Impacts:

  • Community Resistance to Tourism
  • Loss of Authenticity
  • Commercialisation
  • Damage to Reputation
  • Undesirable opportunity costs
  • Exploitation
  • Inflated Prices
  • Localised inflation
  • Opportunity Costs
  • Financial Mismanagement
  • Financial Loss

 

Positive Impacts:

  • Destination Promotion and Increased Tourist Visits
  • Extended Length of Stay
  • Higher Yield
  • Increased Tax Revenue
  • Business Opportunities
  • Increased investment
  • Commercial Activity
  • Job Creation
  • Increased Visitor Expenditure
  • Increased tax revenue

 

 

 

 

 

 

 

 

 

 

  • Community Acceptance of Tourism and Event
  • Authenticity of Cultural Experiences
  • Cost Inflation Evident?
  • Exploitation Evident?
  • Destination Promotion Evident?
  • Commercial Activity?
  • Visitor Expenditure Survey
  • No of Visitors from other regions?
  • No of Local Visitors?
  • Community/Business Viewpoints/advice
   

 

 

 

  • Event Tourism/
    Economic Impacts Observation instrument
3.1.3 Socio-cultural impacts

What impacts

Who?  What Indicators

When/times of day

Where

What instruments/data sources

Negative Impacts:

  • Community Alienation
  • Host/visitor hostility
  • Manipulation of Community
  • Negative Community Image
  • Bad Behaviour
  • Hooliganism
  • Substance Abuse
  • Social Dislocation
  • Loss of Amenity
  • Racism
  • Negative community image
  • Consumer Demographics/Profiling
  • What do they do at the festival? (Activities/Augmented Products)
  • Crowd Behaviour, Stimulus & Objective s
  • Quality of Behaviour (Intensity, Appropriateness etc)
  • Effects of Behaviour (Responses etc)
   
  • Event Social/
    Cultural Impact Observation Instrument
Positive Impacts:

  • Promotion of community-based messages
  • Interaction & participation
  • Multi-Cultural Perspectives
  • Anti-discrimination
  • Revitalisation of Traditions
  • Building of Community Pride
  • Validation of Community Groups
  • Increased Community Participation
  • Introduction of New and Challenging ideas
  • Feel good factor
  • Heightened interest in activity
  • Physical/ mental health and/or well being
  • Expansion and understanding of Cultural Perspectives
  • Increased role model identification
  • Increased sense of community
  • Healthier/more connected community
       

 

 

3.2 Consumer Behaviour

 

Table 3.2.1

What to Observe

Who? Indicators

When/times of day

Where

Instruments/data sources

 

3.2.1 Key characteristics

3.2.2 Key decision-making criteria for attending

3.2.3 Potential size of target market

 

 

 

Who are the participants?

  • Consumer Demographics/Profiling
  • What do they do at the festival?
    (Activities/Augmented Products)
  • Crowd Behaviour, Stimulus & Objective s
  • What has brought the participants together?)
  • What elements were involved in their decision making process?
  • Are marketing efforts consistent with this?
  • Are all participant goals compatible?
  • Quality of Behaviour
  • Intensity, Appropriateness
  • Effects of Behaviour
  • Responses

 

What is the official purpose of festival

  • Promotion of Community Messages
  • Interaction & Participation
  • Destination Identity
  • Multi-Cultural Perspectives
  • Discrimination

     

 

 

 

3.3     Marketing mix      

Table 3.3

Marketing Mix Element

Marketing Mix Element Description

What to Observe

When/times of the day

Where

Instruments/Data Sources

3.3.1 Product/
Experience
ensures that product/experience characteristics provide benefits to the consumer
  • Product Positioning
  • Competitors to Event
  • Determine Event Mission/Objectives
  • Are Target Market characteristics well matched with festival attractions and benefits?
  • Is this consistent with Festival Aims?
  • Is the apparent target audience ‘actually’ the audience who turned up for the event?
  • Is the experience matched with expectations
     
3.3.2 Price ensures that the product is priced at a level that reflects consumer value
  • What is the Ticket Price
  • Pricing differentiation? (i.e. concession discounts, VIP etc)
  • Is the price of the event appropriate for the experience?
  • Are consumers perceived to be satisfied?
  • Any hidden or unexpected costs? (i.e. parking fees)
     
3.3.3.

Place & Distribution

place where the event is held & the distribution of the product to the right place at the right time to allow ease of purchase
  • Is the venue appropriate for the size and activities of the festival?
  • General site layout & design effectiveness
  • Access/Exits
  • Disability Access
  • Encouragement of activities/movements using layout design & sense of place
  • Path and walkway effectiveness & usage
  • Suppliers/Logistics to Event
  • Parking & Traffic Management
  • Recommended Improvements?
     
3.3.4 Physical Evidence visual and/or tangible clues of the service product, design, construction, aesthetic appeal
  • Site Layout & Design Effectiveness
  • Sense of Place/Destination Promotion
  • Encouragement of activities/movements using layout design
  • Stages
  • Use of Images/Effects
  • Personal Brands
     
3.3.5 People are responsible for delivering the event and are a major distinguishing quality factor in the consumption process
  • Service Quality
  • Participants
  • Sponsors/Stakeholders
  • Organisers/Volunteers
  • Players/Performers/Artists
  • Personal Brands
     
3.3.6 Processes represents the convergence of the marketing and operations functions and therefore affects real-time service for delivery and quality
  • Secondary Data Sources
  • Assumed Marketing Concepts
  • Operationalising of concepts

(experience is matched with festival aims)

  • Success in attracting target market
  • Other potential untapped markets?
     
3.3.7 Promotion Communicates the product’s ability to satisfy the customer through advertising, personal selling, sales promotion, sponsorship, public relations, & promotional licensing
  • Secondary Data Prior to the Event; Flyers, Advertising, Website, Sponsorship, Licensing
  • Promotions during the event
  • Augmented Product Promotions
  • Personal Brands
  • Measures of Success/Feedback/Evaluation of promotions?
  • Slogans
     

 

3.4      Sponsorship

Table 3.4

What to Observe

When/times of day?

Where?

instruments/Data Sources

  • Who are the sponsors of the sport/event?
  • What appears to be the potential benefits that the festival/event and the sponsor receive from the relationship?
  • Sponsors evident in Promotional Materials?
  • Strategic Partnerships evident?
  • Augmented Product Marketing/Sponsorship/Selling
  • Are sponsors Appropriate?
  • Do sponsor relationships appear successful? Well chosen? Why?
     

 

 

3.5      Technology

Table 3.5

Who? What to Observe

When/times of day

Where

Instruments/Data Sources

  • What sources of technology are observed at the event?
  • What role does technology play in organisation, management & execution of the event
  • Are there any innovations being used?
  • What kind of different media, types of technology are being implemented or used?
  • New technology/ website?

 

   

 

 

 

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