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
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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
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Attendance and revenue records were
broken for WWE, and they generated $181
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“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
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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
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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
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For merchandise purchased at the event venues, sales were
up, with $10
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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
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WrestleMania
could give WWE more leverage to garner more lucrative international TV deals, in
turn adding more network subscribers
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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
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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
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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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