A good idea is not enough - Key Characteristics of Porvoo Design Camp
Rautavaara, Annika; Galindo, Natalia (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052012684
https://urn.fi/URN:NBN:fi:amk-2020052012684
Tiivistelmä
This is a research based thesis aiming to evaluate Porvoo Design Camp event from the perspective of attendees and exhibitors. Porvoo Design Camp is an event organized by Haaga-Helia Porvoo Visual Marketing students on the 16th of November 2019. The thesis is commissioned by Haaga-Helia as the plan is to make this a yearly event. The goal is to identify the main features of a special event, define successful marketing components and provide suggestions for Porvoo Design Camp to develop. The study also consists measur-ing if Porvoo Design Camps main themes are visible.
The theoretical framework focuses on the characteristics of special events and identifies the elements for marketing events. The theory goes further into the main characteristics: uniqueness, fixed timescale, labour intensiveness, ambiance and service, rituals and cere-monies, perishability, intangibility, and personal interaction, and how to use them.
The methodological approach is qualitative, combining face to face interviews with at-tendees as well as with entrepreneurs taking part in the event. The interviews with the at-tendees were on the event day on the 16th of November 2019, and each of the three ses-sions had between two to four female participants. The interviews with the entrepreneurs were conducted on 4th December 2019 as individual sessions.
The results show Porvoo Design Camp being a well-liked event, however, not all the char-acteristics of a special event were visible and executed properly. The unique aspects were the local entrepreneurs taking part in the event, workshops with different lengths and themes as well as the attendees’ feeling of being a part of the Porvoo community. The find-ings suggest that some features could be revised, such as the name of the event, market-ing cooperation with entrepreneurs, and interaction with the attendees.
Porvoo Design Camp is advised to focus more on their communication efforts towards at-tendees as well as companies taking part in the event. It should be ensured that the event keeps the locality as its main feature.
The theoretical framework focuses on the characteristics of special events and identifies the elements for marketing events. The theory goes further into the main characteristics: uniqueness, fixed timescale, labour intensiveness, ambiance and service, rituals and cere-monies, perishability, intangibility, and personal interaction, and how to use them.
The methodological approach is qualitative, combining face to face interviews with at-tendees as well as with entrepreneurs taking part in the event. The interviews with the at-tendees were on the event day on the 16th of November 2019, and each of the three ses-sions had between two to four female participants. The interviews with the entrepreneurs were conducted on 4th December 2019 as individual sessions.
The results show Porvoo Design Camp being a well-liked event, however, not all the char-acteristics of a special event were visible and executed properly. The unique aspects were the local entrepreneurs taking part in the event, workshops with different lengths and themes as well as the attendees’ feeling of being a part of the Porvoo community. The find-ings suggest that some features could be revised, such as the name of the event, market-ing cooperation with entrepreneurs, and interaction with the attendees.
Porvoo Design Camp is advised to focus more on their communication efforts towards at-tendees as well as companies taking part in the event. It should be ensured that the event keeps the locality as its main feature.