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Event Marketing and Promotions

Part 2:Event Marketing and Promotions

Marketing EssentialsFor Teaching Professionals


Howard BrodwinSports and Social Change

Cause Marketing | Corporate Social Responsibility | Social Enterprise


Part 1:Public Relations / Social Media

Part 2:Event Marketing / Promotions


•Events / Experiential Marketing (aka - “Live Marketing” or “Participatory Advertising”)

•Creating your Own Events Vs. Participating at Existing Events

•Evaluating Event Sponsorship Opportunities


Terminology:

• Event Marketing

• Experiential Marketing

• Grassroots Marketing

• Guerilla Marketing

• Brand Activation


Terminology:

Event Marketing - Direct hand-to-hand

communication, sampling or interactive

displays, targeting specific individuals or

groups at gathering spots where they hope

to make quality, individual connections.


Event Marketing - Examples


Terminology:

Experiential Marketing - Creating

connections between brands and consumers

in the form of “one-to-one” or “one-to-many”

experiences that are personally relevant,

memorable, interactive & emotional, AND

lead to increased sales & brand loyalty.


Experiential Marketing - Examples


Terminology:

Grassroots Marketing - to market your

company, products or services on a local and

a personal level, often using people to

spread the word through personal contact

and dialogue.


Terminology:

“Street Team” - groups of people who visit

high traffic areas to distribute information,

samples, coupons, etc.


Grassroots Marketing - Examples


Terminology:

Guerilla Marketing - Putting your brand in

unexpected places, in unexpected ways.


Guerilla Marketing - Examples


Terminology:

Brand Activation - bringing a brand’s core

features or values to life through creating

experiences.

Don’t try to communicate every detail of

your brand; the purpose is to build better

brand connection, not increase sales.


Brand Activation - Examples


Pros and Cons of Event/Grassroots Marketing

Pros…• Direct communication with target audience• Experience your brand (You!) & services• Humanize your brand• Gather warm leads• Gain immediate feedback• PR/Media exposure


Pros and Cons of Event/Grassroots Marketing

Cons…• Costs: Staff & Materials (signage, displays, booth/tent, travel & transportation, gear)• Time • Stress• Measurement & Evaluation


Event Marketing

Your Own Event Vs. Sponsoring Events

• What are your goals?

• Are there existing events that deliver your

target market?

• Are they within your budget?


Event Marketing > Hosting Your Own Event

What is the reason behind it? Have a measurable goal that everything

is geared toward accomplishing.

• Do you want to thank your existing customers? Or attract new ones?

• Are you launching a new service and want to create buzz among influencers?

• Are you looking to associate yourself with something that resonates with your market?



How will you promote your event?

Create a Marketing Plan / use the tools…

• Earned Media - PR/Publicity• Owned Media - Social Media/Email/Blog• Paid Media - Advertising/Direct Mail



“Anyone can throw a great party, but this isn't about throwing a party. It's about hitting business objectives.”

• Your services and the event should intersect in a meaningful way

• Give the audience something they weren't expecting as long as it's “on-brand”


Event Marketing > Sponsoring an Event

Types of Events

• Food & Beverage• Music• Entertainment • Health/Wellness • Fashion • Singles • Wedding



Set a Realistic Budget

• Space, power, lighting, on-site signage,

collateral placement, promo drops, speaking

opportunities

• Tent/Canopy, banners, signage, collateral,

promo items

• Staff, travel, transportation



Exercise

If you had an unlimited budget, what event would you sponsor and why?



Exercise

Using the same theme of that event, now you only have a budget of $2,500

- what would you do?


Event Marketing

Develop contingencies for Wild Success and Absolute Failure

• Flexibility is key

• What will you do if all or part of your idea

begins to fail before the event happens?

• What will you do if you’re wildly successful?


Event Marketing > Tie-in w/Social Media

• Reward or prize for “liking/following” you on their phone• Exclusive access to existing fans: meeting a celeb, preferred parking, special promo item• On-site experiences: Photo scavenger hunt


Event Marketing > Evaluation

• Did you meet your objectives? Why/Why not?

• Did you stay within/under budget?

• What went right/wrong?

• How well did you tie-in with other aspects of

your marketing?

• Have you followed-up with leads generated

from the event? Did it result in new business?


Experiential Marketing = Content Creation

Add to your Content Library/Strategy


Promotions

Creating an incentive for your customers to purchase your services


“A barking dog is often more useful than a sleeping lion.”

~ Washington Irving


Common types of sales promotions

• Discounts (Price Deals)• Coupons • Sweepstakes/Contests • Buy One - Get One (BO-GO) • Gift with Purchase (Premiums)• Incentive / Frequent Buyer • Holiday / Themed Promotions • Others: In-store displays, sampling, bundling, rebates, trade-ins, free trial/demo


More than any other element of the marketing mix,

sales promotion is about ACTION. It’s about stimulating customers to buy.


Sales Promotion - Definition

Media and non-media marketing pressure

applied for a predetermined, limited period of

time in order to stimulate trial, increase

consumer demand, or improve product

quality. (American Marketing Association)


Price-Value Relationship

• Every product or service has an established

perceived price or value

• Sales promotions change this price-value

relationship by increasing the value and/or

lowering the price.


Common types of sales promotions

• Discounts - lower the price

• Coupons - increase value/lower the price

• Sweepstakes/Contests - increase value

• Buy 1 / Get 1 - increase value/lower price

• Gift with Purchase - increase value

• Rewards Pgm - increase value/lower the price


What Makes Sales Promotions Different?Compared to the other components of the marketing mix - Advertising, Publicity, Events - a Sales Promotion commonly:

• Operates on a shorter time line • Uses a more rational appeal • Returns a tangible or real value • Fosters an immediate sale • Contributes highly to profitability


Discounts/Price Based Promotions



Price deals are usually intended to:

• Encourage trial of a new services

• Recruit new buyers for existing services

• Convince existing customers to increase

purchases, accelerate their use or purchase

multiple units.



Ways to Implement:

• In-Store/POP Displays - Pro Shop?• Advertising• Direct Mail/Email • Event • Associations / Groups • Referrals • Group-buying (Groupon/Living Social/Amazon)


Coupons


Coupons - Objective

Maximize the Redemption Rate: The proportion of customers actually using

the coupon Vs. what was distributed.

• Measure short term Vs. long term impact

• Coupon promotions are often used for new products or to encourage sales of existing products that are slowing down


Coupons

Distribution Methods

• Advertising: Print or Digital • Back of receipts • Free Standing Inserts (FSI) • Online/Email • Direct Mail (ex: ValPak) • Events• Mobile Phone


Sweepstakes & Contests

What’s the difference between a Sweepstakes and a Contest???


Sweepstakes & Contests - What’s the Difference?

Contest: Audience applies skill, analytical or creative thinking to try to win a prize. Winners are determined by judges or by which contestant comes closest to a predetermined criteria.

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Sweepstakes & Contests - What’s the Difference?

Sweepstakes: A promotion in which winners are determined purely by chance.



Often create excitement and generate interest, create great content, can go “viral,” but…

• Time consuming• Expensive• No guarantee of success• Legal Issues• Hard to accurately measure impact on sales• Fail to build long-term loyalty


Buy One - Get One (BO-GO)


Gift With Purchase / Premium Promotions

“The prize in a cereal box”



• Commonly found with magazine subscriptions, cigarettes, cosmetics and fragrances

• Ability to partner with affiliated brands or products; Can you barter???



• The premium may be given for free or offered to consumers for a significantly reduced price

• Set “purchase targets” - buy a certain quantity or dollar amount to receive free gift

• Instant Gratification

• No confusion about returning coupons or proof of purchase


Loyalty/Frequent Buyer Programs

Encourage and reward repeat purchases by acknowledging each purchase made and offering a premium as purchases accumulate

• Airlines• Grocery Stores• Car Wash


Loyalty/Frequent Buyer Programs

Decide what you want to accomplish:

• Reward customers for their frequency and increased # of lessons

• Design a tiered structure that rewards active students with privileges & special offers

• Shift the pattern of frequent student’s behavior by offering incentives and rewards for buying lessons on off-peak days


Resources

EventMarketer.com

ExperientialForum.com

ExperientialMarketing20.com

Meetup.com

Eventbrite.com

Promo.com

PMAlink.org Promotion Marketing Assoc


Whew! We made it!


Questions & Comments

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