EVENTS: A Language of Marketing
Distinctly different from the rest of the seminars conducted by SWP students of College of Business Administration and Accountancy, the second group of MK4A delivered Events: A Language of Marketing last July 21, 2010 from 3PM to 7PM at St. Thomas Hall. It was attended by Letranites mostly 3rd and 4th year students taking up business related courses.
The principal speaker was Ms. Jehan Farah Machacon, general manager of Roam Philippines. She presented the functions of events marketing, how it is being organized and facilitated, though it has been being taught in classroom the topics she delivered are quite different and meaningful for the learning of the students, and since she came from the industry she is more credible to speak about this matter.
She said conducting events is important in the corporate community. “Companies create events or sponsor events to promote their products or services to communicate to the people, their target market”, she said. “By these means we are able to create brand awareness, knowledge and preferences.”
According to her there are different types of events that companies look forward such as corporate events, trade shows, exhibits, conferences, sports events, concerts, consumer activation, competitions, festivals, parties and fashion shows. And nowadays weddings, debuts and reunions are being eyed as opportunities. There are also leisure events, cultural events, personal events and organizational events which mean there are many ways of promoting brand awareness.
But even though there are many opportunities, she said it is complicated to launch an event. “Even for small events, one cannot handle it alone that is why there is a need of teamwork.” In organizing an event she said that it is important to determine its purpose, target, desires and as well the results. Events Marketing has to be creative and yet cost effective. “Everything has to be well coordinated”
And since the audience are mostly graduating students, their usual question that if there is a good opportunity in events industry was answered. “The possible careers are events assistant, marketing assistant, liaison officer, events manager or coordinator, events marketing, media sales, production manager and project manager.”
“We create events to surprise and create buzz, but most importantly Events Marketing is selling media values.” She added.
Meanwhile, Mr. Raymond Arcega, VP for Admission of University of Makati, delivered the importance of conserving biodiversity earlier in relation of Letran’s advocacy which is to protect the environment. He said that even the corporate citizens are being benefitted by consuming the resources found from our environment, which is not bad actually as long as the process would not abuse the natural resources.
“The event was a success”, said Keina Jane Silva, among the principal facilitators of the event from the team of MK4A. “Though we were not able to find any sponsor the event ran smoothly and effectively. We would like to thank our adviser, Asst. Prof. Evangelina Laurel, and the Letran Student Council as well for providing us the LCD that was very helpful to introduce the event even from the registration so that as they get inside the hall they are well-oriented of what was going to happen thus making the event more effective when it comes to learning experience.” She said she is proud of the team as everybody cooperated to put up a distinction for the event from conceptualization until the execution.
”Our topic is far unique, trendy and most importantly it is practical which we may use even as students.” She added.
