Notesale: Turn your study into money

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Assignment Submission Sheet
BUCKS​​ Student ID Number: 21703199
Module Number: FB557

Coursework Number
(e
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CW1)

Module Leader:

CW1

Russel Preston

Seminar Tutor: Mohammed Seedat

I confirm that I have read the policy on plagiarism and the work presented here is my own
work
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Student Signature: G
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The event that’s going to be assessed is WrestleMania, an annual
five-day event extravaganza - that see’s wrestling fans from around the world descend upon
the host city - which is organised by World Wrestling Entertainment (WWE) who’s a global
company making $658,776,000 in revenue for the past year
...
Over the five days, fans can experience five
live shows that includes; the Hall of Fame ceremony for older generation fans who relish
nostalgia; NXT Takeover which is WWE’s development brands’ PPV show, which panders to
the more passionate wrestling fans; WrestleMania which is the main event PPV itself, which
appeals to the largest audience and more mainstream consumers; and finally the weekly live
shows of Raw and Smackdown which are generally the most anticipated of the year
...
Attendance and revenue records were
broken for WWE, and they generated $181
...

“Five days of consecutive events is certainly a unique challenge, to make sure we’re
providing the best possible content for our audience” said Chief Brand Officer Stephanie
McMahon
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And it’s the greatest value for our fans because we’re delivering an experience worthy of
their passion”
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6 nights
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8 million spent by those fans on hotels, with another $9
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A total of $22
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For
those who couldn’t attend in Orlando, there was an option to watch the live events on
WWE’s streaming service (WWE Network) with 1
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Nielsen Social stated
that WrestleMania 33 was the most social event in WWE history with 5
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Defining Event Marketing
Events have had specific functions within society with the purpose of affirming identities with
other people
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2)
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The event attendee looks for a ‘lifestyle experience’ (Allen
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Each event merits its own marketing plan, and the
event managers understand that these activities must take place before, during and after the
event has concluded
...
Bowdin emphasises that events should be seen as unique, however
the need to develop long-term relationships with events consumers is not mentioned
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Aims and Objectives

It’s crucial for those responsible for marketing the event to be clear about the goals that need
to be set
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A big advantage WWE has over every other sport is
that the outcome is scripted - so the superstars aren’t pushed based on in-ring skills instead, they’re pushed based on their commercial viability, and how much revenue they can
make from mainstream audiences and franchise partners
...
This is not just about increasing broadcast figures and
network subscribers, it’s more about exposing WWE over as wide of cultural
spectrum as possible
...
For merchandise purchased at the event venues, sales were
up, with $10
...
For the most popular superstars,

new lines of merchandise go on sale during WrestleMania week, and the live shows
themselves incentivise consumers to sought after the new products after the event
has finished
...
WrestleMania
could give WWE more leverage to garner more lucrative international TV deals, in
turn adding more network subscribers
...

Superstars from Europe, North and Latin America also featured with increased efforts
in those regions, and fans can expect to see superstars from the Middle East feature
in the near future as WWE want to expand markets in that region also
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Franchise partners seek larger than
life and superhero like characters adorn their products, not just ordinary looking
people that could be mistaken for any person walking on the street
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It dictates so much of the content
produced, as WWE want to keep a family-friendly product that is safe enough for big
companies to advertise on
...

WrestleMania attracts so many new and mainstream consumers, that it gives WWE
an opportunity to encourage them to remain long-term subscribers to their network
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How many are regular attendees and how many are attending the
event for the first time? Possibly because it’s out of curiosity or as a result of promotional
initiatives
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Kahle
(1996) stated that when attendees are identified into specific segments based on their
motivation, then it’s possible to send tailored messages to each of those groups
...
Another significant segment are those who like to spend time with friends and
family, and enjoy the anticipation of the build-up and unpredictability
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WrestleMania has been held in the USA every year since it’s begun
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Marketing ‘Ps’
-

Product: Only when the product is clearly defined can decisions be made as to
strategies to be used in relation to other parts of the marketing mix (Hoyle, 2002)
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This includes goods,
services, information, media, places and people
...

WrestleMania 33 was held in the Orlando Citrus Bowl, and broke the attendance
record with 75,245 attendees
...
WWE acknowledged
that an energetic atmosphere is vital in creating an enjoyable experience, and
therefore WrestleMania tickets were offered to existing consumers at discounted
prices to ensure a loud atmosphere throughout the show
...
Additionally, ticket pricing strategies are also determined in
relation to what commercial assets the event has available
...
The experience
can differentiate depending on where you are seated during the event - an attendee
sitting on the front row will have a completely different experience from an attendee
sitting on the highest level - which is why ticket prices differed
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For WrestleMania tickets, these were marketed through
distribution channels like; ticket officers at the venue; the official WWE website; and

ticket agencies like SeatGeek
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-

Promotions: This component of the marketing mix consists of the use of tools such as
advertising, direct marketing, sales promotion, social media and public relations
...


Events have different characteristics such as intangibility and perishability (Blythe, 2009)
...
Booms and Bitner (1981)
suggested that the event attendee requires some physical evidence of their event
experience
...
Most events are perishable, because
empty seats cannot be sold and potential revenue is lost once the event has begun
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Preuss (2007, p
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Often legacy can be viewed only in positive terms, however the impacts of any
event can also leave a negative legacy
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Sponsorship

Event managers must differentiate between events that target consumers (B2C) and those
that are aimed at businesses (B2B) as both have different motivations for attending
...
The event industry
provides great examples of how sponsorship works, with some of the biggest sponsorship
deals linked with major events
...


Inviting media partners to be sponsors for free, means they are more likely to promote the
event
...
Media coverage is crucial for sponsorship deals at
events, because it provides a much bigger potential audience for the sponsors
...
This is where the sponsor’s name is included with the title of the show
...
Snickers also leveraged WWE’s Instagram page, which has over 14
million followers - the most of any major sport - with a sponsored Instagram story on the day
of WrestleMania
...

WWE also partnered with Rocket League which included in-game crossovers and real life
sponsorship
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Conclusion
The events industry continues to grow, as customer expectations increase, the quality of
events may also need to increase
...
WWE continues to raise the
standard of Wrestlemania every year, with more activities before and after the event, more
inspiring and exciting experiences, and technology with screens fitted around the venue and
firework displays throughout the event
...
Therefore, event consumers will be responsible for future
inflation within the events ecosystem
...
, Kennell, J
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, Wilde, N
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​New York:
Routledge LTD
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(2018) ​Rocket League announced WWE partnership
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pcgamer
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Dosh, K
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https://www
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s-6-in-wrestlemania-history-breaks-superdome-revenue-record/#69430fa13cb5
(Accessed: 7th November 2018)
...
(2018) ​WrestleMania is a win for WWE Host Cities and Fans
...
forbes
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Grix, J
...
, Wood, H
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(2017) ‘State strategies for
leveraging sports mega-events: unpacking the concept of legacy’, ​International
Journal of Sport Policy and Politics, ​9(2), pp
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Gurung, B
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​Bachelor’s Thesis
...
Available at:
https://www
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fi/bitstream/handle/10024/76351/Gurung_Bikash
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Masterman, G
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​New York: Routledge
LTD
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(2014) ​EVENT MANAGEMENT Case Study: The Annual International NIBS
Conference in Lahti, Finland
...
Lahti University of Applied Sciences
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theseus
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pdf?sequence=1​ (Accessed: 7th November 2018)
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B
​ achelor’s Thesis
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Available at:
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fi/bitstream/handle/10024/94334/Poysti_Strom
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Ozanian, M
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com/sites/mikeozanian/2017/10/24/the-forbes-fab-40-the-worldsmost-valuable-sports-brands-2017/#1b3145e83b84​ (Accessed: 9th November 2018)
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(2016) ​10 Biggest Business Objectives in WWE Right Now
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com/wwe/10-biggest-business-objectives-in-wwe-right-now
(Accessed: 6th November 2018)
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(2018) WWE and Snickers expand WrestleMania partnership
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wwe
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