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					MARKETING TO WIN FOR FESTIVALS AND EVENTS
susan sommers + associates inc. c. 2003

THINK LIKE A CUSTOMER
Why should I hire you instead of your competitors ?

“MARKETING IS PARTICIPATORY ADVERTISING.” …Mary Donahue, Le Tip

CHANGES IN THE MARKETPLACE
Today’s consumers are: •active •time poor •techno-comfortable •self-centred •older •wiser •more women in the workplace •more multi-cultural •more community-oriented

DEFINITIONS: MARKETING =
Public Relations + Advertising + Sales Promotion

DEFINITIONS: PUBLIC RELATIONS
• Communicating the right message to the right audience through the right medium. • Commit to a one-year program, then evaluate its success

RESEARCH
DO YOUR RESEARCH
Questionnaires, comment cards, one-on-one interviews, focus groups, and media audit. THEN, reward people for participating, such as a gift certificate for a restaurant.

KNOW YOUR COMPETITIVE ADVANTAGE
• Form partnerships to strengthen your competitive advantage by aligning yourself with services that are related to your own and marketing together. • Collaborative marketing tools include brochures, newsletters, and seminars.

ANALYZE
WHAT DO YOU DO?
In 20 words, describe your business, company, or product. Include what makes it unique, areas of expertise, and special services.

ANALYZE YOUR BUSINESS
•How do your products and services meet (and exceed) your customers’ needs?
• How do they differ from the competition? What is your Unique Selling Point?

WHO DO YOU NEED TO REACH?
Current clients and customers Past and potential clients Employees Suppliers/contractors Government agencies Competitors Associations and clubs Media Community

COMMUNICATE:
YOUR “MARKETING TOOLBOX”
7 Ways To Win 1. Visual Image 2. Printed Materials 3. Special Events 4. Sponsorships 5. Speaking and Networking 6. Trade and Consumer Shows 7. Media Campaigns

TOOL #1: VISUAL IMAGE
• • • • • • • Logos Signage Business Cards Letterhead Advertising Internet site Trade and Consumer show booth

TOOL #1: VISUAL IMAGE
• Portray your image through design. • Make sure the graphics don’t overpower the idea or the product. • The headline and copy must provide information. • Present all of your material in a consistent style. • Build recognition. • Leave plenty of white space. • Illustrate your writing with photographs, clip art, and captions. • Set body copy in a friendly, easy to read typeface.

TOOL #2: PRINTED MATERIALS
• • • • • Brochures Newsletters Direct mail Feature articles Media kit inserts

TOOL #2: PRINTED MATERIALS: BROCHURES
3 TYPES OF BROCHURES: A sales brochure An information brochure A testimonial brochure

TOOL #2: PRINTED MATERIALS: BROCHURES
• • • • • • • Simple, clear, consistent, and concise Be interesting Be specific Be believable Short paragraphs and sentences Never use jargon Motivate the reader to take action

TOOL #2: PRINTED MATERIALS: NEWSLETTERS
• • • • • • • • • • • • •

A TOOL TO COMMUNICATE ON AN ON-GOING BASIS WITH YOUR TARGET MARKETS. INCLUDE: Letter from Owner or Executive Director Table of Contents Short articles Profiles Hard news and feature stories Contests Illustrations, photographs, clip art, and captions Reprints of articles Success stories Q and A Problems / Solutions What’s New: Products and Services Advertising?

TOOL #2: PRINTED MATERIALS: DIRECT MAIL
• Announce a special event • Keep in touch • Get the reader to take action

HOW WILL YOU REACH YOUR CUSTOMERS AND CLIENTS?
Telephone, Mail, Postal Walk, Internet site, Handout, e-mail, or Fax

TOOL #3: SPECIAL EVENTS
• • • • • • Increase awareness Attract new customers Generate sales Provide information Gain credibility Build excitement

TOOL # 3: SPECIAL EVENTS
• • • • • What is the goal or objective? Who are the target audiences? What is an appropriate type of event? What is a realistic budget? What is the best time and location to hold the event? • Do you have the staff to organize the event? • How will you publicize and advertise? • How will you evaluate the event?

TOOL #3: SPECIAL EVENTS
Media-friendly events include:
• • • • • • • • Tie-in with charity or non-profit Educational seminars and lectures Workshops Multi-cultural events, involving food, art, dance, and music Exhibits and displays Open house or tour Trade and consumer shows Celebrity tie-ins

TOOL #4: SPONSORSHIPS
• Excellent way to create attention • Establish credibility in your community or industry • Reach your target markets • Enhance the image of your company • Ways to sponsor: create or participate in events, make donations, sit on boards, invite the media to participate or to become a partner

TOOL #5: SPEAKING AND NETWORKING
• Position yourself as the authority in your field • A chance to communicate with your target markets face to face • Use information from speech for other publicity purposes • Distribute your brochures

TOOL #5: SPEAKING AND NETWORKING
• Organize your own information seminars – no cost and no obligation • Inform your clients and build trust

TOOL #5: SPEAKING AND NETWORKING
• What will proceed and follow you? • Why is this a potential market for you and your products and services? • How long will you speak? • Why is this topic important to this audience? • Will you have a question and answer period? • How can you follow up with the audience? • What did you achieve?

TOOL #5: SPEAKING AND NETWORKING
10 Rules for Networking
Rehearse your 20-word description Get out of your cocoon Set goals for yourself Trade information Play host to people you meet Make friends Approach a loner Exchange business cards (and write on the back what you say you will do) Follow up with your leads The more you give, the more you get

TOOL #6: TRADE AND CONSUMER SHOWS
• An excellent way to build awareness • Find qualified leads • Talk face to face to a specialized audience • Meet with prospects in a neutral setting • Launch or display new products

TOOL #6: TRADE AND CONSUMER SHOWS
• Work with show organizers to promote your products and services • Send your own media releases • Network with other exhibitors

TOOL #7: THE MEDIA CAMPAIGN
• Publicity is what you use to get attention without paying for it • Known as “third party endorsement”

TOOL #7: THE MEDIA CAMPAIGN
DO YOUR RESEARCH
• Talk to target markets • Create a media list of print and electronic contacts who would be interested in your business. • Study the media and know current names and titles.

TOOL #7: THE MEDIA CAMPAIGN
UNDERSTAND WHAT MAKES NEWS • Know what the media want. • How can you tie in your printed materials, special events, sponsorships, speaking engagements, and trade and consumer show participation with your media campaign? Why are you contacting the media?

TOOL #7: THE MEDIA CAMPAIGN
DEVELOP YOUR KEY MESSAGES • Know what you want to achieve through publicity. • Be realistic. • Develop 2 or 3 key ideas that you want to convey.

TOOL #7: THE MEDIA CAMPAIGN
How will you contact and follow up with your key media: telephone, e-mail, fax, or in person?

TOOL #7: THE MEDIA CAMPAIGN
• What will you send in your media kit?
• The media release • The fact sheet • Story ideas (profiles, financial, trends, issues and problems) • Backgrounder • Add testimonials, awards, recent media coverage, published writing, a media alert, schedule of special event, brochure, annual report, photographs, and business card.

TOOL #7: THE MEDIA CAMPAIGN
• Use ads to supplement the publicity • Simple, consistent, take action • A good ad will provide news or information, solve a problem, or appeal to emotions • Consider an Internet site to advertise

TOOL #7: THE MEDIA CAMPAIGN
BUILD ON-GOING RELATIONSHIPS Organize other “news” throughout the year

ONE LAST THOUGHT
Hire the best graphic designer, printer, writer, and photographer that you can afford.

EVALUATION AND PLANNING
Use a client questionnaire or survey when you have completed a project or sold a product to evaluate your success. Ask important questions, such as “Were you happy with the service? Did we exceed your expectations (and how)? What other types of services and products would you be interested in?” This is the time to get a written testimonial from the client, so ask for one.

EVALUATION AND PLANNING
• • • • • • • • In order to go back to the research stage with new information and to create your next marketing plan, ask yourself the following questions: Did you identify the right market? Were your brochure and newsletter effective? Did you get new clients from speaking engagements? Were you able to raise awareness through consumer show publicity? Was your sponsorship project a good fit? Did you attract publicity through your media campaign? Is your company or organization in a better position than when you started: – Financially – Sales – Awareness – Support – What have you learned? – What is your next step?

susan sommers + associates inc.
(905) 889-6029 Website: www.susansommers.ca e-mail: susan@susansommers.ca


				
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posted:11/7/2009
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