Marketing and Public Relations Events

Marketing and Public Relations Events

There are many factors which contributes to build the public image of any company but the starting point is marketing. First marketing starts creating an impression on people’s mind for the company. Now, this marketing can be done in many ways. Organizing an event is one of the most effective ways to communicate the company goals, thought process, type of services etc. to the audience. This event can be useful to announce details about the new launch. (Jackson 2013).

Different stages of an event includes introduction of an event to market, publicity, location, target public and entry control, execution and closure (Hicks, Telg & Irani 2013). Before starting the work on event, company should have an agenda. Then, based on level of expected promotion, company needs to identify the innovative idea for their event and should hire or appoint a team to work on. There are many possible ways to market the products through different types of events like road show, public performance, small game among volunteers, fashion shows, parties, team gathering, etc.  After deciding the theme of event, various activities of an event are planned. Marketing team starts the event marketing and other team works on event execution. (Hicks, Telg & Irani 2013)

Before few days of event, invitation cards are sent to special appearance. Various programs or activities are prepared. Daily practices are held to present the performance if any. Execution scripts are prepared and various duties of team is assigned. Final venue is prepared and decorated to make it suitable for the event. For example, in one of the launch of Samsung mobile, they arranged a digital event (Smith 2011). For this event, one room was prepared with digital screen walls. It’s too much preparation till now. On the day of event, some kind of welcome is performed if arranged. Event execution is performed and finally, proper closure to event is followed.

A Dummy/Demo/Sample of MPR Event:

Burberry’s Fashion Show

Burberry group is a very big name in fashion world. They are known for their designs and collection. Its head quarter is located at London. They are popular for their four themes thinking which says “Brand first”, “Popular for product”, “customer is at key place” and “taking responsibility for best product”. In their events also, company employees present the same principles. In one of the fashion show, Burberry announced that the theme of next show will be mix of men and women wear.

As a starting point of event, initial announcement is made and media captured that moment too. Now, preparation of event was required. A creative team has already prepared the collection which can be presented. Only thing left is arrangement and practice of fashion show execution. Such fashion shows required a popular place. Kensington Gardens is a good example of such places where a fashion show can be executed.

For marketing of the event, Burberry has published the product images to social media. The collection was launched before the fashion shows. Burberry first level of audience covered all the audience who liked the product on Facebook. (Kreutzer & Land, 2014). Burberry used digital model for the marketing of the fashion show. Moreover, just before the event, clips of rehearsal was released in social media which created excitement among the people.

As per style, famous faces are required to be present in fashion show. So, popular image like sports person, actor or famous models can be part of fashion show. Burberry can market their product with the help of these celebrities. Like in one of the previous fashion shows, they invited Brooklyn Back ham son of David Back ham and a great actor Steve McQueen. In such other show, Cara Dilivingne a famous model and actress was one of the chief guest.

To welcome the guests in event, a small music track was played. For example, in fashion show of January 2016, a track of David Bowie was played. Then, main event started. During the main event, different models were presenting the collections to the audience. The celebrities from chief guests may agree to promote the product by coming on Ramp. A famous Chinese pop start and an icon Kris wu walked in the show.

At the end, show stopper model came on the ramp with the confidence and beauty of presence. This fashion show became successful when Christopher Bailey - Chief Creative and Chief Executive Officer congratulated team for a successful event. In the end, Guests were moved to party area where they enjoyed a perfect evening as a completion. Next day, newspapers and magazines presented their views on the event.

Media Pitch

Want to look like a dashing couple. Burberry is coming up with a new enhancement level of cuteness of lovely couple’s look.

As an image of regular look, Burberry feels responsible for its customer’s look. Talking about that, every fashion show was a separate event for men and women. This was creating gap in men’s and women’s fashion. To fulfil this gap, Burberry has decided to launch the mix fashion week. This time’s collection will totally change the matching methods for a couple.

With the new design for parties and events collection, girl will get a hot look while her company will have a strong personality look. They need not to struggle to find the matching collection for each other neither they have to search full market for this purpose.

This time collection will contain the classic jackets with different shapes and shades to present the simplicity along with good look to men. All type of drawn straight will be part of collection. For women, suits with new simplicity and fancy dresses are going to give the birth to a new attractive lady. All of these collection’s images will be launched on Facebook, Twitter and Instagram before the event. So that regular customers can examine the products in advance. Apart from that, company will release the practice sessions of Fashion show few hours before the event. By doing this, Burberry wants give facility to its unavailable consumers who will not be able to make it to Fashion show.

If Burberry’s customer wants an offer of zero delivery charge then be connected through social media as company will launch a contest for this event. Such expensive clothing can be available to consumers before anyone else in the market. Impress others with your talent of being with Burberry (Marsden, 2011).

Highlights of Burberry Fashion Show

The last fashion show of Burberry presented many varieties for the consumers. The show held at Kensignton’s Garden, London. This event was full of glamour, celebrities and many other parts. Burberry launched mixed collection of men and women.

Collection included classic jackets and all type of drawn straight for men. This collection will enhance the look of a person. For the same collection, they launched matching collection for girls. Formal and fancy dresses and suits were presented to show.

Brooklyn Back ham son of David Back ham and a great actor Steve McQueen were among the chief guest and in this show, Cara Dilivingne a famous model and actress was also present. A famous Chinese pop start and an icon Kris wu walked on the ramp to increase the attraction of public.

A piano was played at the center of event spot and event started by playing a track of David Bowie. All models presented the products in front of media and audience. The glamour on the ramp and quality of collection increased the reputation of the company.

After the event, all the guests were moved to party. They enjoyed their evening at Burberry’s collection launch event. This time’s event was mixed launch of men and women because the company wanted to fulfill the gap between the fashions of both (Yotka, 2016)

References

Hicks E. R., Telg, R., & Irani, T. (2013). Event Marketing and Public Relations. Event Marketing and Public Relations. Retrieved February 6, 2016, from https://edis.ifas.ufl.edu/wc148

Jackson N. (2013). Promoting and Marketing Events: Theory and Practice. Abingdon UK: Routledge.

Kreutzer, R. T., Land, K-H. (2014). Digital Darwinism: Branding and Business Models in Jeopardy. Berlin: Springer.

Marsden, P. (2011). Smells like f-commerce: burberry body launches with pop-up facebook tryvertising store. Retrieved February 6, 2016 from http://digitalintelligencetoday.com/smells-like-f-commerce-burberry-body-launches-with-pop-up-facebook-tryvertising-store-images/

Smith, D. (2011). 12 Memorable Event-Marketing Campaigns. Retrieved February 6, 2016, from http://www.inc.com/ss/10-unique-event-marketing-campaigns.

Yotka, S. (2016). 10 Things to know about Burberry’s Fall 2016 Men’s Show. Retrieved February 6, 2016 from http://www.vogue.com/13386356/burberry-fall-2016-menswear-what-to-know