ntr event marketing event marketing 93% of reporting stations are using event marketing to generate...

NTR Event Event MarketingMarketing

93% of reporting 93% of reporting stations are using stations are using Event Marketing to Event Marketing to generate revenuegenerate revenue

74% are planning 74% are planning to to increaseincrease their their Event Marketing Event Marketing

effortsefforts45% of stations do at 45% of stations do at

least 3 to 5 Events per least 3 to 5 Events per yearyear

What are stations doing in Event NTR?What are stations doing in Event NTR?RAB 2005 NTR Survey

Sponsorships – Sponsorships – 93%93%

Signage – 84%Signage – 84%

Booth space – Booth space – 85%85%

Sampling – 71%Sampling – 71%

Couponing – 61%Couponing – 61%

Hospitality – 51%Hospitality – 51%

Other – 35%Other – 35%

Most popular Event Marketing Most popular Event Marketing elements:elements:

RAB 2005 NTR Survey

True?True? False?False?

Corporations spend Corporations spend more on advertising more on advertising

than promotions.than promotions.

NTR

NTRFalse.False.

XX

Source: Promo Magazine Source: Promo Magazine 20042004

- Event Marketing -- Event Marketing -Creates fun and excitementCreates fun and excitement

Drives traffic to a client’s locationDrives traffic to a client’s locationLets listeners connect with your advertisers Lets listeners connect with your advertisers

& station& stationTies into existing market eventsTies into existing market eventsAndAnd marketmarket sizesize doesn’tdoesn’t matter!matter!

So, Why Event Marketing?

In the U.S. alone, corporations dropped In the U.S. alone, corporations dropped $$165 billion165 billion into Event Marketing in 2005. into Event Marketing in 2005.


So, Why Event Marketing?

Experiential Marketing:Experiential Marketing: ““Live event marketing experiences Live event marketing experiences where consumers interact with a where consumers interact with a product or brand face-to-face.” product or brand face-to-face.”

The hottest thing in Event The hottest thing in Event Marketing? Marketing?

A Story to Tell…Meow Mix

“Meow Mix Cafe” 5 days mobile promotion

promoting cafe. 3500 square feet café where cats

“sampled” 7 new flavors. Over 12 days: 14,000 pouches

sold and sampled. 3,000 people visited each day. $20,000 donated to SPCA from

sale of toys, accessories, etc.

Meow Mix Café Grand Opening

A Story to Tell…Suave

Suave - “Can You Tell?” A temporary salon - Manhattan,

Chicago, Minneapolis, etc. Free haircuts and manicures. Celebrity hair stylists Interactive demos such as a hair

analysis Product samples and coupons Suave donates $40 to Gilda’s

Club Worldwide per customer.

A Story to Tell…Simon Malls

“Book Blast” Celebrity readers at mall locales. Family activities starring book

characters. Donated books given to local

charities. “Kidgets Club” members (200,000+)

received goody bags with Crayola fingerpaints, gifts from Harcourt, Scholastic, and Candlewick Press.

http://www.simon.com/LaunchPromo.aspx?url=http%3A%2F%2Fwww.simonkidgitsclub.com%2F%20&clickid=568

““Experts say integration is key and that a mix Experts say integration is key and that a mix of direct mail, radio and in-store of direct mail, radio and in-store

merchandising proves a great recipe for merchandising proves a great recipe for success.”success.”11


NTRSports Sports MarketingMarketing

69% of projected corporate 69% of projected corporate sponsorship dollars will be spent on sponsorship dollars will be spent on

Sports Marketing.Sports Marketing.

Sports touches the lives of more people Sports touches the lives of more people than any other promotional vehicle.than any other promotional vehicle.

Companies of Companies of any size can any size can participate.participate.

Station doesn’t have to Station doesn’t have to be linked directly with the be linked directly with the

teamsteams- High School -- High School -

- College -- College -- Amateur -- Amateur -

Sports Marketing

Idea Starter:3 v. 3 Soccer Shootout

Fits any size Fits any size marketmarket

Multiple Multiple sponsorssponsors

Multi-media coverageMulti-media coverage

Coupon Coupon opportunityopportunity

Signage and logo Signage and logo placementplacement

Station web site Station web site hyperlinkshyperlinks

NTRCause Cause MarketingMarketing

Creates a win-win for Creates a win-win for consumers, retailers, consumers, retailers,

vendors, and your vendors, and your stationstation

Retailers and Retailers and manufacturers get manufacturers get

exposure to consumers exposure to consumers who are in the marketwho are in the marketEnhances your Enhances your

station’s image and station’s image and showcases showcases community community

involvementinvolvementIt’s a business expense It’s a business expense – – not a donationnot a donation – – and expected to and expected to

show ROIshow ROI

Cause Marketing

Enhances station Enhances station imageimage

Creates association with Creates association with a not-for-profit a not-for-profit organizationorganization

Generates Generates employee employee

excitementexcitement

IncreasesIncreases billing!billing!

Showcases Showcases community community

involvementinvolvement

Radio StationsBenefits of Cause Marketing for…

80% of sales reps stated 80% of sales reps stated that they felt more that they felt more

confident about confident about approaching a prospective approaching a prospective

client for a Cause client for a Cause Marketing campaignMarketing campaign

52% of sales reps 52% of sales reps states that the states that the charitable tie-in charitable tie-in

improved the rep’s own improved the rep’s own credibility with their credibility with their

clientsclientsSource:Source: Cone-Roper Cause-Related Marketing Report, 2002 Cone-Roper Cause-Related Marketing Report, 2002

What’s in Cause Marketing for you?

Enhances brand Enhances brand imageimage

Association Association with a not-for-with a not-for-

profit profit organizationorganization

Creates Creates employee employee

excitement / excitement / builds moralebuilds morale

Showcases Showcases community community

involvementinvolvement

Benefits of Cause Marketing for… Corporations

61% of consumers 61% of consumers believe cause-believe cause-

related marketing related marketing should be a standard should be a standard

business practicebusiness practice Nearly 2 out of 3 Nearly 2 out of 3 consumers stated that consumers stated that if price and quality are if price and quality are equal, they are likely equal, they are likely

to switch to a brand or to switch to a brand or retailer associated retailer associated with a good causewith a good cause

What Consumers say about Corporations and Cause Marketing…

Source:Source: Cone-Roper Cause-Related Marketing Report, 2002 Cone-Roper Cause-Related Marketing Report, 2002

Access to Access to corporate corporate supportsupport Association with Association with

brand-name brand-name partnerspartners

Increased Increased awareness of awareness of

their organization their organization and causeand cause

Media AttentionMedia Attention

Benefits of Cause Marketing for…Nonprofit Organizations

Most Popular Cause Marketing

Categories:Education

LiteracyLiteracy

ScholarshipsScholarships

Music ProgramsMusic Programs

Back-to-School / Stay in SchoolBack-to-School / Stay in School

Idea Starter #5:KFC: Stay in School

Developed a cause-Developed a cause-related marketing related marketing

campaigncampaignBuy-one-get-one Buy-one-get-one

offer (BOGO) offer (BOGO) and and

commitment commitment cardcard

Winning school Winning school received a party received a party

from Radio from Radio stationstation


Categories:HealthTournaments (Golf, Tournaments (Golf,

etc.)etc.)

RadiothonsRadiothons

Fun RunsFun Runs

Blood Drives/Health ScreeningsBlood Drives/Health Screenings

Idea Starter #6:Race for the Cure

High visibilityHigh visibilityAffiliation with Affiliation with “brand name” “brand name”

charitycharityPersonal impact Personal impact on core audienceon core audience

““Legs” on T-shirt Legs” on T-shirt wearwear

Stage presentationStage presentation

On-air promotionOn-air promotion

Youth Youth AssociationsAssociations

PovertyPoverty

SheltersShelters

Food DrivesFood Drives


Categories:Community Welfare


Categories:

Earth DayEarth Day

RecyclingRecycling

Environment

Conservation / Pollution / Conservation / Pollution / LitterLitter

NTRNTR campaigns can revolve around elements other than

Radio Newspaper

Direct Mail

Promotional Gizmos

Eventhe

blimp!

Elements

Campaign Building10 Keys to Success

1. Inventory what you have to 1. Inventory what you have to sell:sell:

SponsorshipsSponsorships

Banners, Posters, Flyers, Banners, Posters, Flyers, BrochuresBrochures

Couponing/SamplingCouponing/Sampling

HospitalityHospitality

BoothsBooths

OtherOther

2. Develop your sponsorship 2. Develop your sponsorship offerings:offerings:

Keep it simpleKeep it simple

Don’t do packagesDon’t do packages

Communicate to all sellersCommunicate to all sellers



3. Research Your Target Sponsors:3. Research Your Target Sponsors:

Do your homeworkDo your homeworkInternet Internet (hoovers.com, (hoovers.com,

Prnewswire.com)Prnewswire.com)

Company’s web siteCompany’s web site

RAB.comRAB.com

The more you know, the The more you know, the better!better!

Local and national publicationsLocal and national publications

MediaMedia

4. Do initial sponsor 4. Do initial sponsor contact:contact:

Who is your contact?Who is your contact?


Client Needs Analysis:Client Needs Analysis:Ask questions that confirm this company is viable for your Ask questions that confirm this company is viable for your

projectproject

The local market The local market representativerepresentative

Tap into these budgets: Tap into these budgets: Sales - Branding - Public Sales - Branding - Public Relations - Human Resources - Multi-Cultural – Others…Relations - Human Resources - Multi-Cultural – Others…

5. Close for the 5. Close for the appointment:appointment:

Resist selling on the phoneResist selling on the phone

Ask for the appointmentAsk for the appointment




6. During the appointment:6. During the appointment:

Conduct a needs analysisConduct a needs analysis

Demonstrate your understanding of their Demonstrate your understanding of their businessbusiness

Offer opportunities to meet their needsOffer opportunities to meet their needs

Be creativeBe creative


7. Make the sale:7. Make the sale:


Recap elements addressing their Recap elements addressing their needsneeds

Address objectionsAddress objections

Know when to shut upKnow when to shut up

Close the saleClose the sale

8. Communicate:8. Communicate:


Get spots and printed materials Get spots and printed materials approvedapproved

Inform them of new sponsorsInform them of new sponsors

Get a press releaseGet a press release

Give them a feeling of ownershipGive them a feeling of ownership

9. Involve the sponsor in the 9. Involve the sponsor in the event:event:


Do a pre-event site inspectionDo a pre-event site inspection

Ask for volunteersAsk for volunteers

Communicate during the eventCommunicate during the event

10. Re-cap:10. Re-cap:


THETHE most under-utilized tool: the post- most under-utilized tool: the post-event reportevent report

Include copies of printed materials, tickets, Include copies of printed materials, tickets, bannersbanners

Photos if availablePhotos if available

Media coverageMedia coverage

Emphasize that you Emphasize that you delivered results!delivered results!

ntr event marketing event marketing 93% of reporting stations are using event marketing to generate...

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