Due to the ever-increasing number of homeschoolers in the United States (Ray, 2004, 2008), the need for expanded support services provided by home education organizations is evident. This research was designed to facilitate a better understanding of the current state of event marketing practices utilized by sponsors of home education conferences and bookfairs. The number of families educating their children at home is at an all-time high (Ray, 2004) increasing the relevancy and impact of this research.
This study utilized a researcher-developed self-completion survey as the data collection instrument to examine the prevalence and perceived effectiveness of prominent event marketing tools applicable to the home education conference and bookfair sector in the United States. A study of the event marketing tools within the home education sector was needed to enable event directors to make better strategic and operational decisions involving their respective events.
To this point, there has been a dearth of published research examining the home education conference and bookfair sector and no insight into the types of event marketing tools used in this sector or their corresponding perceived or actualized success rates. Prior to this research, there was no analysis of perceived effectiveness, nor any data on the result of the use of specific event marketing tools. Few, if any, industry specific guidelines or suggestions exist for event directors to reference relative to the market sector or marketing strategies. As a result, this volunteer-based, nonprofit niche market has had to proceed with an ad-hoc approach and has not reaped the benefits of a sector-wide audit of event marketing tools.
Research Questions
Research questions that were addressed in this investigation are:
1. What basic organizational demographics are commonly displayed by organizations sponsoring home education conferences and bookfairs?
2. What are the greatest obstacles that must be overcome by organizations that sponsor home education conferences and bookfairs?
3. What percentage of home education conferences and bookfairs are professionally marketed (implementation of specific/formal marketing plan or use of outside marketing firm/consultant)?
4. Which event marketing tools are most commonly used, and which tools are perceived by event directors to be the most effective relative to generating event attendance?
5. What event attributes are perceived to attract attendees to home education conferences and bookfairs?
Methods
This investigation utilized a researcher-designed, self-completion, survey questionnaire that consisted of six multi-part questions. Specifically, the questionnaire included three five-point Likert-style, multi-part questions and three closed-ended, multi-part, multiple response questions that enabled the investigator to assess and evaluate current sector event marketing practices.
This study included the survey of organizations that sponsored a home education conference and bookfair in 2004. The conferences used for this study occurred in the United States. The criteria used were that the conferences had a self-reported single-day, paid attendance of more than 600 individuals. Therefore, the data collected and analyzed may not be indicative of the entire homeschool conference and bookfair sector.
Findings
Question number one explored key demographic and organizational characteristics of each event to determine if an organization has (a) a “non-profit” status, (b) an “Executive Director,” (c) an individual directly responsible for event marketing functions, and (d) a specific, formally written marketing plan. Thirty-two of the thirty-four (94%) events represented in this study reported that they do have a “non-profit status.” The responses provided background information that builds a foundation upon which further questions may be explored. More than 29% (10 of 34) of the participating events reported that have an “Executive Director.” Thirteen of the thirty-four events (38%) represented in this study have an individual directly responsible for event marketing functions. Only two events indicated that they have a specific, formally written marketing plan.
Question two sought to determine the frequency of use of each of the following event marketing tools: Bulk mail out, email, local support group distribution, magazine, newsletter, newspaper, radio, television, targeted mail out, website, and word-of-mouth. A five-point Likert scale offered respondent frequency categories of “Never,” “Rarely,” “Uncertain,” “Often,” and “Always.” Table 1 displays the frequency of use for each of the event marketing tools. Organizational websites are the most frequently employed event marketing tool with 33 of the 34 participating organizations responding with “Always” and the remaining organization with “Often” for a mean of 4.97. Local support group distribution and word-of-mouth communications were the second most frequently employed event marketing tools in the home education conference and bookfair sector. Twenty-eight events reported using both tools “Always” for a mean of 4.82 for word-of-mouth communication and 4.62 for local support group distribution. Television appears to be the least frequently employed event marketing tool with 22 events reporting that they “Never” utilize it.
Question three sought to determine if participating home education organizations engage in any of the following activities: Collect, analyze, and maintain attendance statistics; collect, analyze, and maintain sources of event registrations; conduct marketing research; use “outside” or “professional” marketing consultant; use event surveys. Respondents were asked to mark all that applied and 30 of the 34 (88%) participating events reported that they collect, analyze, and maintain attendance statistics. Twenty-nine percent (10 out of 34) reported that they collect, analyze, and maintain sources of event registrations. Only three of the participation events reported that they conduct market research and only three reported that they use an outside or professional marketing consultant. However, more than half (18 of the 34) use event surveys.
Question four focused on an evaluation of the perceived effectiveness of each of the following event marketing tools: Bulk mail out, email, local support group distribution, magazine, newsletter, newspaper, radio, television, targeted mail out, website, and word-of-mouth. A five-point Likert scale offered the respondent categories of “Very Ineffective,” “Somewhat Ineffective,” “Neutral,” “Somewhat Effective,” and “Very Effective.” Table 2 displays responses relative to the perceived effectiveness of each of the event marketing tools. Organizational websites appear to be the event marketing tool that is perceived to be the most effective with 26 organization (76%) responding with “Very Effective.” Twenty-three responses suggest that word-of-mouth communication is “Very Effective.” The least effective tool appears to be television as the mean score was only 2.74.
Question five researched the level of importance of each of the following event attributes in terms of their perceived influence on event attendance: Organizational/event reputation, quality of program/speakers, children’s/youth program, selection of exhibitors, conference size; religious philosophy, location, event date, and fellowship/encouragement. Table 3 displays the perceived influence on event attendance of each of the event marketing tools. Two event attributes appear to be of primary importance: organizational/event reputation and quality of program/speakers. Both attributes received a mean score of 4.65 from participants. The event attribute that appeared to have the least amount of perceived influence on event attendance is a children’s/youth program, as the mean score was only 2.81.
Question six addressed obstacles facing organizations attempting to successfully market their conference and bookfair. Forced choice was limited to four responses: Limited financial resources, changing marketplace, lack of training/education in event marketing, and inadequate human resources. The greatest obstacle faced by a participating event was limited financial resources (13/34). Nine events reported a lack of training/education in event marketing, seven reported a changing marketplace, and five reported inadequate human resources as the greatest obstacle that must be overcome.
Analysis and Evaluation of Findings
Question one responses indicate that the supposition that the vast majority of organizations sponsoring a home education conference and bookfair were structured as not-for-profit is accurate. In addition, the supposition that the vast majority of organizations sponsoring a home education conference and bookfair were operating without a specific, formally written marketing plan was also overwhelmingly reinforced.
An analysis of the responses to question two highlights the importance of an event or organizational website as 33 participating events reported that their website was “Always” employed as an event marketing tool. This served as a reminder to present accurate, easy-to-navigate content on websites enabling convenient access to current and prospective customers.
Question three responses support the claim that market research is not commonplace in the home education conference and bookfair sector. However, as 30 of the participating events reported that they collect, analyze, and maintain event attendance statistics, it appears that event directors are at minimum open to more formalized marketing management.