event marketing: the basics
TRANSCRIPT
Event MarketingBREAKING IT DOWN
2 KINDS OF “EVENT MARKETING”:
Promoting your event to maximize attendance or revenue(event planner’s perspective)
Using events as a tool for promoting your brand or productenabling 2-way connection with a target audience(sponsor’s perspective)
Marketing Basics:“The 4 P’s”
PRODUCTPLACE PRICEPROMOTION
PEOPLE!
For events: The Product:
the Program & overall Experience
The Price:registration , tickets, subscription time invested by attendees
The Place:destination, venueDate & time
What’s the difference between “Marketing” & “Advertising?
Q:
Case Study:THE LEMONADE STAND
Moral of the story:
If you create a good match between the first 3 “P’s” (product, price, place) and your “People”...you won’t need to do much with the 4th “P” (promotion)
The big secret:
“All four Ps need to be aligned with your target audience.”
“Target Marketing”
“Segmentation”
Is it better to be “all things to all people”,
or target a Niche?
Describing your target audience
GeographicDemographicPsychographicBehavioral
Examples of Psychographic Criteriapersonal preferences, how we think
Psychocentricvs.
Allocentric
Nielsen’s Lifestyle Segmentation System
“POSITIONING”
What is unique about your event experience?
What sets you apart from the competition?
What do you want to become known for?
How would you “position” your project event experience?
(answers the question, “Why should I come?)
Timeout:
the 4th P:PROMOTION
Promotion really means communication with your target audience
Three big questions:
Where are they hanging out?
Why am I communicating (objective)?
What is my message?
Communication strategies:
Paid Media Advertising (print, broadcast)
Online media (websites, search, ads)
Publicity (a.k.a. “earned media”)
Social MediaPersonal Selling (example: Sponsorships)
Event Marketing (using other events!)
The Publicity Arsenal
Press release Social media campaign Images/B-roll/YouTube channel Celebrities, featured guests,
“experts” Press kit (print and/or electronic)
The key to “earned media”:
“If you want people to talk about you, you have to give them something to talk about.”
(works for visualsor video, too.)
So what’s your story?
People are interested in people...
so good stories are almost always about people.
Brainstorm!
The other perspective:EVENT SPONSORSHIPS
DONOR – donates money or goods/services, typically for the good of a non-profit organization or cause (a philanthropic relationship)
SPONSOR - provides money, goods or services in return for advertising & promotional benefits and/or access to a targeted audience , as a marketing expense (a business relationship)
Difference between a “Donor” and a “Sponsor”
Types of Sponsors:
Title Sponsor – sponsor is part of the name of the event: “KeyBank Vermont City Marathon”
Presenting Sponsor – mentioned after the name of the event: “The Rose Bowl, presented by AT&T”
In-Kind Sponsor – provides goods or services, rather than cash (airline tickets, food & beverage, media exposure)
Sponsor types, continued…
Official Sponsor – a product that is an event’s exclusive sponsor
Media Sponsor – print, radio, television or website sponsors
Co-Sponsor – shares sponsorship of event with other sponsors
Name/Logo Visibility in event promotional messages and/or on-site at the event
Opportunities to interact with a target audience
Face-to-face networking & selling opportunities
Demonstrate or distribute sample product
What you have to sell at your event:
Opportunity to host key customers, clients or employees at event
Naming opportunities for places or activities
Preferred location of a booth or presentation
Promotional rights - posters, t-shirts, brochures, special offers, etc.
What else can sponsors get?
The key to kick-ass sponsorships:“Activation”
What opportunities do you have to enhance your event experience by integrating sponsors ?
How can sponsors engage with your attendees?
Activation Channels:
1.On-Site (the experience)
2.On-Air3.Online
