Media Management - Event Planning Event Planning Essay

Media Management - Event Planning Event Planning - Essay Example INTRODUCTION The marketing is the need of every small and large business in today’s world of globalization. The emergence of social media and online bloggers has allowed businesses to market online at low cost. The businesses are taking full advantage of this cheap way of marketing. The options for market a product through different mediums depends on the size and budget of the company (Smith, and Zook, 2011). Nowadays, the perfect competition is prevailing in all the local markets and this intensity of competition made necessity for every local business to create marketing or promotional strategies to stay in the market with handsome profits and differentiated brand image. The event marketing is one of the best suited marketing tools for local area advertising because it directly targets the market of local area community. Most of the events are developed to get the attention of media. Companies want media to talk about them from time to time to publicize the business. Once t he local business gets succeeded in gaining media attention then it would become easy for the local business to create its unique brand image among all the local competitors (Kotler, and Keller, 2009). Event Development (The event is named as a â€Å"Cultural Evening†): The Wild Affair is a big chain of restaurants and the company is now introducing another restaurant in the new local market by creating an event in the area for targeting the local area customers. People that are living in the local area belong to different cultures so the event is organized by considering all the small and large communities living in the area. The event is designed under the consideration of cross-culture function of the society. The event will be arranged in the hall in order to attract large audience. The restaurant has the specialty in 18 different countries foods. So especially for the event the restaurant is designed or decorated with 18 different cultural themes to represent the food av ailability of 18 countries. Every country is represented by its national culture theme or with a small setup with waiters in wearing cultural dresses of each country. The core concept is to position the restaurant and create awareness of its offerings. The culture creates an emotional attachment with the customers. The company wants to connect the emotional attachment with its customer by providing them their cultural environment. Cultural values and cultural food has created a feeling in the consumer’s mind that he/she is serving in its own country. This idea of serving the cultural food with cultural values has made an emotional bonding with customers. This bonding will create the customer loyal to the brand. The restaurant has some additional attractive services as well that are customizing food according to the mood of the customer, additional top-ups and add-ons with the meals. Another perception for the event created is that the company is combining all the communities of the area under the one roof to unite them. This perception can be called as Societal Marketing concept. Alignment of Company’s Mission and Target Audience with the Event: The company’s strategy is to target each community individually and show respect for each community’s culture present in the society. The company has covered all the communiti