1. 2 Promotion & Advertising Mitzi VanVoorhis DAA Northwest.

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Promotion&

Advertising

Mitzi VanVoorhisDAA Northwest

Promotional Event Branding

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Why is Brand important to yourevent?• What it is not• What it is• Gut feeling• Reputation

Promotional Event Branding

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Brand Personality• Your event as a

human• Personality traits

Promotional Event Branding

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What | How | Why• Almost all companies

communicate WHAT in their marketing

• Some communicate HOW• Few communicate WHY

Promotional Event Branding

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The Cause• Emotional decision-making• Happens in the center of the

brain – the thalamus• Rational thinking• Happens in the less-protected

outside areas of the brain – the neocortex

Promotional Event Branding

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Promotional Event Branding

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Feeling & Instinct• WHAT is neocortex• Easy, factual

• WHY is thalamus• Complex• Use it strategically in event

branding to create evangelists

Promotional Event Branding

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Promotional Event Branding

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Promotional Event Branding

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The Self Workshop• Tyler Borders Consulting• Traits• Cause

Promotional Event Branding

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Taking your event to themarketplace• Tell a clear story• Identify WHO (traits)• Identify WHY (cause)

Promotional Event Branding

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Additional Information• Tyler Borders Consulting – www.tylerborders.com• Simon Sinek – “Start With Why” – Portfolio/Penguin books• TED talk: https://www.youtube.com/watch?v=sioZd3Axm

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