marketing and pr webinar 2

Download Marketing and PR Webinar 2

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The second webinar covers event marketing and promotion. It covers the various methods and types of event marketing, the difference between creating events and participating in previously established ones, and how to evaluate event sales promotions

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  • 1. Event Marketing and Promotions Part 2: Event Marketing and Promotions Marketing Essentials For Teaching Professionals

2. Event Marketing and Promotions Howard Brodwin Sports and Social Change Cause Marketing | Corporate Social Responsibility | Social Enterprise 3. Event Marketing and Promotions Part 1: Public Relations / Social Media Part 2: Event Marketing / Promotions 4. Event Marketing and Promotions 5. Event Marketing and Promotions Events / Experiential Marketing (aka - Live Marketing or Participatory Advertising) Creating your Own Events Vs. Participating at Existing Events Evaluating Event Sponsorship Opportunities 6. Event Marketing and Promotions Terminology: Event Marketing Experiential Marketing Grassroots Marketing Guerilla Marketing Brand Activation 7. Event Marketing and Promotions 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. 8. Event Marketing and Promotions Event Marketing - Examples 9. Event Marketing and Promotions Event Marketing - Examples 10. Event Marketing and Promotions Event Marketing - Examples 11. Event Marketing and Promotions 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. 12. Event Marketing and Promotions Experiential Marketing - Examples 13. Event Marketing and Promotions Experiential Marketing - Examples 14. Event Marketing and Promotions 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. 15. Event Marketing and Promotions Terminology: Street Team - groups of people who visit high traffic areas to distribute information, samples, coupons, etc. 16. Event Marketing and Promotions Grassroots Marketing - Examples 17. Event Marketing and Promotions Grassroots Marketing - Examples 18. Event Marketing and Promotions Grassroots Marketing - Examples 19. Event Marketing and Promotions Terminology: Guerilla Marketing - Putting your brand in unexpected places, in unexpected ways. 20. Event Marketing and Promotions Guerilla Marketing - Examples 21. Event Marketing and Promotions Guerilla Marketing - Examples 22. Event Marketing and Promotions Guerilla Marketing - Examples 23. Event Marketing and Promotions Terminology: Brand Activation - bringing a brands core features or values to life through creating experiences. Dont try to communicate every detail of your brand; the purpose is to build better brand connection, not increase sales. 24. Event Marketing and Promotions Brand Activation - Examples 25. Event Marketing and Promotions Brand Activation - Examples 26. Event Marketing and Promotions Brand Activation - Examples 27. Event Marketing and Promotions 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 28. Event Marketing and Promotions Pros and Cons of Event/Grassroots Marketing Cons Costs: Staff & Materials (signage, displays, booth/tent, travel & transportation, gear) Time Stress Measurement & Evaluation 29. Event Marketing and Promotions 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? 30. Event Marketing and Promotions 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? 31. Event Marketing and Promotions Event Marketing > Hosting Your Own Event 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 32. Event Marketing and Promotions Event Marketing > Hosting Your Own Event 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 33. Event Marketing and Promotions Event Marketing > Sponsoring an Event Types of Events Food & Beverage Music Entertainment Health/Wellness Fashion Singles Wedding 34. Event Marketing and Promotions Event Marketing > Sponsoring an Event 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 35. Event Marketing and Promotions Event Marketing > Sponsoring an Event Exercise If you had an unlimited budget, what event would you sponsor and why? 36. Event Marketing and Promotions Event Marketing > Sponsoring an Event Exercise Using the same theme of that event, now you only have a budget of $2,500 - what would you do? 37. Event Marketing and Promotions 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 youre wildly successful? 38. Event Marketing and Promotions 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 39. Event Marketing and Promotions 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? 40. Event Marketing and Promotions Experiential Marketing = Content Creation Add to your Content Library/Strategy 41. Event Marketing and Promotions Promotions Creating an incentive for your customers to purchase your services 42. Event Marketing and Promotions 43. Event Marketing and Promotions A barking dog is often more useful than a sleeping lion. ~ Washington Irving 44. Event Marketing and Promotions 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 45. Event Marketing and Promotions More than any other element of the marketing mix, sales promotion is about ACTION. Its about stimulating customers to buy. 46. Event Marketing and Promotions 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) 47. Event Marketing and Promotions 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. 48. Event Marketing and Promotions 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 49. Event Marketing and Promotions 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 50. Event Marketing and Promotions Discounts/Price Based Promotions 51. Event Marketing and Promotions 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. 52. Event Marketing and Promotions Discounts/Price Based Promotions Ways to Implement: In-Store/POP Displays - Pro Shop? Advertising Direct Mail/Email Event Associations / Groups Referrals Group-buying (Groupon/Living Social/Amazon) 53. Event Marketing and Promotions Coupons 54. Event Marketing and Promotions 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 55. Event Marketing and Promotions Coupons Distribution Methods Advertising: Print or Digital Back of receipts Free Standing Inserts (FSI) Online/Email Direct Mail (ex: ValPak) Events Mobile Phone 56. Event Marketing and Promotions Sweepstakes & Contests Whats the difference between a Sweepstakes and a Contest??? 57. Event Marketing and Promotions Sweepstakes & Contests - Whats the Difference? Contest: Audi