marketing in the midst of a media revolution
DESCRIPTION
Presentation on "Marketing during a Media Revolution and Lousy Economy" presented at Calfest Convention, 2/11/2010 by Melody Brunsting, of Melody's Ad Works, Inc.TRANSCRIPT
Marketing in the Midst of a Media Revolution andA Lousy Economy
What Do I do with that?
Melody’s Ad Works, Inc.
Melody Brunsting President
21 Years in business
15 Years promoting the Temecula Valley Balloon & Wine Festival
11 Years Producing & Promoting events in Old Town Temecula
Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau
Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card
Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card.
Did You Feel It? A Revolution.
Media Consolidation, Elimination, Mergers
Less viewers, less readers, less opportunities
Radio reduced available airtimes
Reduced Audience, PPM vs.. Diary
Television More Choices – Niche Markets
Youtube Generation
Less Money for Sponsoring Non-profits & Events
Scramble to Catch the Social Networking Wave
And what about you?
Budget cuts on advertising & marketing
Budget cuts on entertainment – reduced value
Recession causing reduced ticket sales
Reduced revenue per event guest
Reduced available sponsorship dollars
Reduced perceived value of event in sponsor’s eyes.
Good News?
Social Networking is Free
Traditional Media Rate Drops
Production Costs have Dropped
Packaging with media includes social media, links, streaming, texting and other tech methods for reaching audience
Entertainment and family events remain strong in a recession
How Can Your Event Win?
Maintain Good Family Entertainment Value
Add More “Experience” to the Event
Bundle and Unbundle Ticket Options
Bundle to reduce the cost per person over a weekend
Unbundle to pull more to one venue or day allowing customer to add-on only what they want.
How Can Your Event Win?
Start Negotiating Early with Media
Leverage what you have with what they need
(You have an audience - Loyal demographic)
Added Value with All Media
Contests that capture email addresses
Contests that capture fans & followers
How Can Your Event Win
Web presence on Media site that includes
Streaming
Banner
Links
Lower Prices with Media
Cable versus bundled media (Fios, Att, TimeWarner)
Radio Air Time
Shorten your spot … maximize frequency
Maximum Effectiveness
KNOW YOUR AUDIENCE – and where to find them.
Match all publicity, marketing and advertising efforts with the target audience.
Publicize – 6 month lead time for magazines.
Develop broadcast news stunts for visual impact
Be Creative!
Utilize sponsored print media for advanced notices and developing your internet community
LEVERAGE
Partner with Broadcast Media & Sponsors
Partner with CVB and Tourism Industry
Enlist Marketing Support of Participants
Artist, Bands, Performers fan lists/pages
Interviews
Partner/Promotion at Schools
Broadcast media 2-3 weeks prior to event
Ticket giveaways 3 weeks prior to event
Broadcast Media
Frequency versus Reach
Airing three times vs. hearing three times
Buy a Mini-Station or Shrink the City
10% of audience 100% convinced?
Understand How the Brain Functions Broca’s call to action
Leverage All With Social Media
E-blasts and social networking
Value Sponsor Participation in E-blasts & Social Network Links
Games, Programs and Apps for that
Blog, Twitter, Facebook & Ping
Delicious, Street Mavens, Discus
Internet News & SEO
Write all blogs & press releases with Search Engine Optimization in mind.
Incorporate Key Words from your Website
Research Keywords, Phrases most frequently searched pertaining to city and event
Incorporate links Your Website Entertainer’s Website Sponsor’s Website
Incorporate SEO Tactics
Press Releases
Online New Room
Letters to the editor
Media Kits
Newsletters
Blogs
E-blasts
Press Release SEO
Include Keywords and Phrases in all Press Releases
Include Links to pertinent websites
Boiler Plate
At end of press release with basic date, contact info, website info.
Extra Contacts & Links:
Include Video, Blog, Facebook, Wiki, and Twitter links
Get The Word Out!
Consider using PR Web or PR Newswire at least once.
Refine Contact List – (Subscribe to contact list, or quarterly updates)
Give ‘Em What They Want & Need
Press/Photos/contacts, EPK and b-roll, video, audio.
Utilize All Available Pertinent Outlets & Contacts
Don’t Sell Ice to Eskimos
Publicity dos and don’ts
Do not over keyword or link
Do not send local news to major networks
Do not send travel info to business trades
Do not call, pitch, then send poorly written press release
Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN
Dos and Don’ts Do create unique opportunities for media and
stringers – Exclusives, Visuals, Unique Experience
Do Send Food News to Food Editors, Entertainment News to Entertainment Editors, Headline info to Concert Hotlines
Do create separate press releases for different media genre
Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links.
Do proofread, re-read, proof read and post in online press kit
Do revise, shorten and post on blogs
Do include photos, photo CD or links/contacts for photos
Stunts & Visuals
Bungee Bob
New EventTemecula Grape DropNew Year’s Eve
First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening.
Yes this year 2010
Measure Results
Ticket Sales/vs. Air Time
Click Throughs and Email Blasts
Onsite Surveys
Ask the right questions
For More Information
Fill out form and mark what hand outs you want emailed.
Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com
Visit www.Melodysadworks.com
Follow me at twitter.com/melsprwrks
Call or text (951) 252-5649
Email – [email protected]
Follow my events: Twitter.com/SocalWineCntry
Facebook Temeculaevents, blog Temeculaevents.wordpress.com
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