5. Event Management - II

8/7/2019 5. Event Management - II

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Marketing and Promotions

For Special Events


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DefinitionsMarketing Is:

Communicating the right message

To the right audience

Through the right medium

At the right time


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Marketing Today

Very targeted to specific groups

Less advertising Working on and off line

Multi-dimensional: 5 to 7 times


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Types of Events

Open House

Fundraisers Recognition events

Workshops, seminars, and clinics

Conferences and fairs Parades and holiday events


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Goals for Special Events Generate revenue

Educate the community

Position you as a leader in your field Increase awareness of your programs

and services

Attract new participants

Gain credibility

Develop media relationships

Highlight sponsors


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Define Your Key Markets

Current participants

Past and potential participants Associations and clubs

Local Community

Government agencies Special Interest Groups (sports,

youth, seniors, women, etc.)


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Define Your Key Markets

Sponsors and funders

Volunteers

Suppliers and contractors

Other agencies

Media

Internet community


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Start with Research

Look at trends, issues, and

misconceptions One on one

Questionnaires

Surveys Internet/e-mail


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Design A Marketing ToolkitCustomize with 7 Tools:

Tool #1: Branding

Tool #2: Printed Materials

Tool #3: Internet sites and e-mailpromotion

Tool #4: Corporate and MediaSponsorships and Kits

Tool #5: Networking/Speaking

Tool #6: Trade and Consumer Shows

Tool #7: Media campaigns


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Tool #1: Branding YourEventsCreate Your Look

Ensure it portrays your image

Build recognition through signage,business cards, portfolio, letterhead,advertising, packaging, Internet site,and show booth

Appeals to your target audience andlasts over time

Set body copy in friendly, easy to readtypeface


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Tag line

Should reflect your event YMCA Fundraising Event for youth

programs

Tag line: Invest in Youth


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Postcards and Posters:

www.1000postcards.com New sizes

Feature your work

Educate clients Announce a special event

Keep in touch with clients


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Tool #3: Internet Site

Home Page

Backgrounder

Fact Sheets

Published articles

FAQs

Icon for Internet Media Room Links to other websites


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Tool #3: Internet Site

Contact information

Photos Upcoming Events

Testimonials

Call to action Awards given and received

Sponsor information


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Tool #4: Sponsorships

Corporate and Media Sponsors

Who are they? How can you find sponsors

What can you offer sponsors?

What can they offer yourevent?


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Tool #6: Trade and Consumer

Shows

An excellent way to promote yourevents, services, and programs

Hold a draw

Build a data

Distribute brochures and postcards


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Tool #6: Trade and Consumer

Shows

Look at competitors

Build action into booth Give out printed materials: postcards,

business cards, and brochures

Deliver media kits to Media Room

Media sign-in table or On-site MediaRoom

Hold a draw


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Tool #7: Media Campaigns

Marketing/PR vs. advertising

Pros and cons

The rise of advertorials


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TOOL #7: Media Campaigns

Define and prioritize your key

markets AND select the media that reach

them

Where do most of your markets get

information?

Get to know the media: names,titles, and deadlines


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Tool #7: Media CampaignsThe Media Kit:

Definition:

A customized presentation that providesdetailed, pertinent information to themedia

A good Media Kit explains you and your

organization to an Editor or Producerwhen you are not there.


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Tool #7: Media Campaigns

Recent Media Coverage

Testimonials

Sponsor information

Stats and studies

Products and services

Published articles Business card


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Measuring and Evaluating

Success

Track how well the tactics and

persuasive messages are altering theperception of your target audiences

Look at: advertising equivalency, tone,

placement, key messages


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BUILDING FOR THE FUTURE

Evaluation and Planning Did you identify the right markets for your

events? Was your brochure or postcard

effective?

Did it include the right information?

How would you change it?


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BUILDING FOR THE FUTURE Was your special event successful? Why

or why not?

Did the media respond to your materials? Did the media attend your event?

Did your media campaign get youpublicity?

Have you added the media coverage toyour brochure or kit?

Did you follow-up?


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BUILDING FOR THE FUTURE Are you in a better position - financially,

sales, awareness, and support - than when

you started yourP.R. program? What have you learned?

What is your next step?

To create a new, one-year plan


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Seven Goals of Successful

Special Events 1) Raise money

2) Educate your constituents

3) Motivate major donors

4) Recruit volunteers

5) Expand your network 6) Market your organization

7) Obtain key endorsements


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5. Event Management - II

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