บทบาทของบริษัทออร์แกไนเซอร์ในจังหวัดเชียงใหม่ในการสื่อสารการตลาดเชิงกิจกรรม

Abstract

In business world, the companies need to adapt themselves with marketing strategy in order to face globalization challenges where economy, social, and cultural are changing dramatically. The event marketing or “Organizer” is considered as key success factor of company since it helps to create the potential communicate strategy of product and service and delivered those information directly to customer. Recently, the numbers of organizer section are increase rapidly in Chiang Mai, particularly in large and medium business company. However, the studies and research in roles of event organizer companies in event marketing communication are still seldom. Therefore, the aim of this study is to analyze the role of event organizer in Chiang Mai and provide the event marketing guideline for a company. This study was adopted a qualitative methodology as the main approach to conduct the research. The data were collected by both in depth interview and literature review. The result had shown that the role of event organizer in Chiang Mai in event marketing communication has consisted of 4 components: Firstly, the role of information analysis on the customer organization. For example: customer information, product information, customer behavior information and competitor information. Secondly, the role of planning on additional activities, event organizer must analyze the task, present the works, meet with designer terms and creates workflow and manage an event. Thirdly, the role of organization on additional activities, event organizer must prepare the personnel to get ready and practice staffs before going to work in the field. Moreover, event organizer must match a right person onto a right activity. Each staff is responsible for solving any problem in the overall task and every single job. Fourthly, the role of evaluation on the additional activities, event organizer must list problems and obstacles after the event and clarify problems and sharing problem solving skill on each situation. In addition, the event organizer must do a summary report to present the customer which includes activity pictures, evaluating the impact, internal evaluation, team meeting report, team evaluation and final report.