Current Trends and Issues

1
Current Trends and Issues in the NZ Event
Industry
2
Market Forces thats it!

• There is general agreement that commercialisation
  has made the events industry become more or less
  closely linked to market forces.
• As the industry has become increasingly
  commercialised current trends within the overall
  events industry correlate with trends in all
  industries. For example

3
Whats happening?

• more in-depth recognition of customers needs and
  satisfaction
• investment in research and development
• development of strategic alliances

4
Whats happening?

• development of business partnerships
• development of links between education and event
  industry
• quality in both products and services.

5
Where did this come from?

• Economic drivers need
• International forces copycat
• Societal Changes demand
• Life cycle changes in the industry
  maturity/shakeout

6
Production Orientation ? Sales
Orientation ? Customer Orientation ? Societal
Marketing ? Integrated Marketing/CRM
Development of Sales and Marketing
7

8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12

13

14
(No Transcript)
15
(No Transcript)
16
Key Industry Trends 1990s

• A decrease volunteers - difficult to attract
  unpaid help
• A change in working habits - leisure choices made
  around work
• Changes in lifestyle - family orientated leisure
• Pay for Play - willingness to pay for play
• Competing leisure activities - widespread
  availability of leisure choices

17
Key Industry Trends 1990s

• A shift from teams to individuals - growth in
  individual activities
• Increasing role of women in sport - engaging in
  new and different activities
• Events for the ageing - needs of this generation
• Watching sport - continued increase of couch
  participants
• Hillary Commission, (1998), Mega Trends in Sport,
  1998, http//www.hillary.sport.org.nz

18
Key Industry Trends 2000s

• Growth of Ethnic events this will continue
  USA examples
• Growth of niche minority group events
• Mega events large scale made for TV.
• Increasing role of IT as a main event medium BUT
  also in different formats blogs, forums,
  casting
• Green issues zero waste, carbon foot print

19
Key Industry Trends 2000s

• World standards best practice, professionalism,
  one size fits all
• Increasing use of technology
• Ambush marketing
• Role of the media
• Impact of globalisation

20
Focus Sponsorship

• Sponsorship is the fastest growing form of
  marketing in the world and has been for the last
  decade.
•  
• Sponsorship is not simply another form of
  advertising. It brings opportunities that
  traditional marketing cannot.
•  
• As the sponsorship industry has matured it has
  become inextricably linked with media value and
  measurements.
•  
• With this impressive growth, potential problems
  have emerged in over commercialisation, ambush
  marketing and endorsement scandals.

21
Current Worldwide Trends

• The North American market continues to be the
  industry leader. Trends that appear there emerge
  in other markets.
•  
• Increased Sponsorship Evaluation
• The sponsorship market is currently considered a
  buyers market. There are more opportunities for
  companies to sponsor than there are willing
  companies.

22

• Growth of Grassroots Sponsorship
•  
• Grassroots sponsorship has been a current
  feature of the North American sponsorship market
  as companies attempt to reach new markets.
• Expanding Base of Sponsors
• A further development in the field of
  sponsorship is the diffusion of sponsorship to
  new business sectors. Originally the domain of
  tobacco and alcohol companies, all sectors of the
  economy are now becoming involved in the medium.

23
NZ Sponsorship Industry

• An uncalculated level of sponsorship is currently
  invested in a range of organisations, events,
  teams, individuals and facilities in New Zealand.
• Sponsorship has focussed primarily on profile
  positioning. This has usually been achieved
  through media exposure of a brand name and the
  company's association with an athlete, team or
  event.
•  
• New Zealand industry analysis shows that the
  sponsorship industry is small in size and is
  still dominated by amateur organisations.

24
Current Trends in NZ

• Increased competition
• Growth of cause related sponsorship
• Private versus Public sponsorship
• Increasing expectations and leveraging by the
  corporate sector

25
What next?