Project 7 – Marketing project Simulation

Marketing & Sales Research Project

Topic: Lead Prospecting & Market Segmentation for an Event Management Company

Goal:
Students should identify ideal cities around the world that would be good targets for marketing emails, campaigns, or sequences for an event management service. They will also define who within these cities should be targeted (job roles, social class, industries, etc.).

Project Objectives

By the end of the project, students will be able to:

Segment international markets based on demand for event management services.
Identify best-fit cities globally for outbound marketing campaigns.
Define target personas including job title, company size, industry, and demographics.
Justify their choices using data and logical reasoning.
Prepare an outbound email/campaign strategy tailored to their findings.

Project Deliverables

Students should submit:

1. Market Research Report

A written document (or slide deck) that includes:

A. Overview of Event Management Market

What is event management?
Why businesses hire event management companies.
Which industries most often require event planning?

B. Market Selection

Top 6–8 countries with most demand for professionally managed events.
Why these countries? (economic data, culture, industry demand)

C. City Analysis

For each selected country, list 3–5 key cities with:
✔ Strong industries
✔ Large corporate offices
✔ High disposable income
✔ Tourism, conferences, trade shows, expos
✔ Cultural events

E.g., Corporate hubs, convention cities, entertainment capitals.

Target Persona Profiles

For each city, students define ideal leads including:

Category	Example Targets
Job Roles / Titles	Chief Marketing Officer, Head of Events, HR Director, Operations Manager
Industry Types	Tech, Finance, Entertainment, Tourism & Hospitality, Education
Company Size	Small & Medium Businesses (50–500 employees), Large Enterprises
Experience / Education	University degree, managerial experience, decision-making authority
Social Class / Demographics	Upper middle class and above; high disposable income; lifestyle aligned with business/social events

Students should also estimate why these personas will value event management (e.g., outsourcing due to time constraints, premium event experiences).

Geographical Focus Suggestions

Here are some globally significant markets (students can choose others too):

North America

USA: New York, Los Angeles, Chicago, Austin
Canada: Toronto, Vancouver

Europe

UK: London, Manchester
Germany: Berlin, Frankfurt
Netherlands: Amsterdam

Asia

UAE: Dubai, Abu Dhabi
Singapore
India: Mumbai, Bangalore

Africa

South Africa: Johannesburg, Cape Town
Nigeria: Lagos

Oceania

Australia: Sydney, Melbourne

Data & Sources

Encourage students to use:

Government economic indicators (GDP, business events)
Global city ranking reports (e.g., Global 500 cities)
LinkedIn for job title trends
Industry reports (event planning, tourism data)
Websites like Statista, World Bank, local chambers of commerce

Outbound Strategy Component

Students must propose a sample email sequence, including:

✉ Email 1: Intro + Pain point
✉ Email 2: Value proposition + social proof
✉ Email 3: Offer/CTA
✉ LinkedIn InMail version (optional)

They should map these to specific personas.

Link to Sales Tools

Students should show how they would use Pipedrive to:

Import selected leads
Tag leads by city/country and persona
Set up sequences based on persona type
Track engagement

Evaluation Rubric

Criteria	Max Points
Research depth & justification	30
Quality of market segmentation	25
Accuracy of target personas	25
Campaign strategy & messaging	15
Use of tools (Pipedrive, data sources)	5
Total	100

✨ Bonus points for visuals (charts, tables) and real data links.

Example Persona Snapshot (Model)

City: London
Industry Focus: Tech + Corporate Events
Persona:

Name: Emma, Head of Marketing
Company Size: 100–500 employees
Education: MBA / Marketing degree
Role Need: Outsourcing big launches and conferences
Message Angle: “Save 30 hours per event by outsourcing planning to pros.”

Tips for Students

✅ Use industry reports and real city data
✅ Validate demand through searches like:

“corporate events in Dubai”
“business events companies in Singapore”
“tech conferences in Berlin”

✅ Check LinkedIn for number of relevant decision-makers
✅ Consider cultural attitudes toward outsourcing event planning

Sample Work

Event_Management_Market_Research_Report