2013 03-04-media-and-events
DESCRIPTION
Syneka Marketing conducted a training session on planning and promoting events; following the success of a similar workshop that I held last year. The half-day workshop covered the following topics: Developing a marketing approach for events Planning and executing events Sponsorship and Support Engaging the Media Promotional Tools Events are a marketing activity and need clearly defined objectives to ensure that you can evaluate performance. Evaluation ensures that you are able to make informed decisions to consider the event in future years. It is important to understand the target market for the event, as this will influence the promotional tools and potential sponsors. Business partners will generally want a return from supporting an event and it is important that you can articulate quantifiable benefits, such as the ability to reach a desired target market. All promotional tools should reinforce the key messages of the event with a consistent appearance and a clearly defined call to action that encourages participation. Events can require a lot of work and dedication but can also successfully raise the profile of your organisation or supporting fundraising campaigns.TRANSCRIPT
Marketing and Events
Training Workshop
Copyright Syneka Marketingwww.synekamarketing.com.au
Introduction
• Syneka Marketing– Marketing plans– Social media– Website design – Professional
speaking services• We understand the
not-for-profit sector
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About Alex Makin
• Community Involvement– Amnesty International– North Ringwood
Community House– Maroondah Citizens
Advice Bureau– Croydon Conservation
Society– Public Transport Users
Association• Manager of Marketing,
Eastern Volunteers• Business Owner: Syneka
Marketing• Former Councillor –
Maroondah City Council (2005-2012)07/25/12
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Overview
• A Marketing Approach• Planning Events• Engaging the Media• Promotional Tools• Online Promotion• Conclusion
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What is Marketing?
• Various definitions exist:–Marketing is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.
07/25/12
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Marketing for Not-for-Profits
• Marketing considers how products/services can reach the desired target market
• Still applies to the not-for-profit sector– Reach potential clients– Reach potential volunteers– Reach stakeholders– Develop relationships and sponsorship– Encourage supporters and members– Increase donations and public support
• You will have multiple target markets
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How Do You Use Marketing?
• What marketing currently exists in your organisation?– Websites/social media– Brochures/leaflets– Newsletters– Media releases– Information sessions– Events– Telephone/email
correspondence• Every form of contact
leaves an impression
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Begin with a Marketing Plan
• What is a marketing plan– Supports the vision
of the organisation– Identifies objectives
to achieve this vision
– Outlines actions that will fulfil these objectives
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Know Your Strengths
• Identify your strengths – The things you do well– Existing capacity within the
organisation– Potential value you can
offer to partners
• Know your target market– Establish key messages– Demonstrate value– Build on strengths
• Eastern Volunteers• Strengths– Networking– Reach through community
organisations– Individuals– Partnerships
• History and credibility• Strong governance
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Know Your Target Market
• The target market–Who are they?–Why target them?–Where are they?– How do you reach them?
• Connect target market to strengths
• This creates the value proposition
• Eastern Volunteers– Regional businesses– Small/medium businesses– Local autonomy– Value local customers
• Businesses that have an interest in community
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Why Run an Event?
• What do you want to achieve?– Fundraising– Awareness– Community
Participation
• How do you measure success?
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Establish Key Messages
• Consistency is critical– Inconsistent messages
create confusion• What do you want to
achieve?– What are the benefits?– How will the target
market respond?• The Target Market
– Who are they?– Why target them?– What are they?
• Demonstrate value
07/25/12
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Attracting Business Partnerships
• Demonstrate value to business partners– Highlight reach of
events– Do you reach a
particular demographic?
– How does the association assist business?
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Benefits for Sponsors
• Consistent packages
• Complement with other benefits– Inclusion in newsletters
– Mentions in media releases
• Create further value and progression
– Differentiate packages
– Promote upgrading
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Value for Sponsors
• What can value can you provide?– Presence at event– Promotional coverage– Recognition during events– Ongoing promotion
• Differences between major and minor sponsors
• How do you value these benefits?
• Will sponsors support the event in future years?
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Plan Your Events
• Plan backwards – Start from the
date of the event– Plan key
milestones
• What happens if schedule is not met?
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Understand Variables
• Know what cannot be controlled–Weather– VIP guests– Other events
• What contingencies exist?
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Organising Events
• What organising structure should you use?– Events committee– Individual personnel
• Depends on the scale of the event
• Find the right expertise
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Seeking Grants
• Find relevant funding bodies–What value does
your event provide?
– How does it align with the funding partner?
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Understanding the Media
• The media is an audience for your event–Why would they
cover your event?–What is the story?
• Find a local angle
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Engage the Media
• Contact the media early– Try and arrange a
photo– Speak to the
relevant journalist
• Issue a media release
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Issuing Media Releases
• One page maximum– Include key facts– Include quotes– Include all event
details
• Designate media spokesperson
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Writing Relevant Media Releases
• Target the right media
• Forward plan media releases– Understand
deadlines
• Contact the Journalist
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Format of Media Releases
• Date of Issue (embargo?)• Title of Release• Key Paragraph
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Body of Media Releases
• Include quotes from spokesperson
• Relevant and key information
• Quotes need to be quotable
• Include key event information
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Concluding Media Releases
• Concluding paragraph should summarise media release• Include a summary of the organisation• Details for further comments (include mobile)• – ENDS -
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Other Promotional Tools
• Use the format that is right for the event– Newsletters– Flyers– Posters– Postcards
• Develop a consistent image
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Using Websites
• Using Your Website– Use online
registration– Event details– Include sponsor
details
• Optimise for search results
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Extend Reach with Social Media
• A website is one method of reaching stakeholders on the Internet
• Social media is another method
• Use the strengths of each tool– Facebook enables
communities around pages– Twitter is useful for quick
updates– Youtube can engage via
video– Email tools can deliver
regular updates• Integrate each tool
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Social Media Tools - Blogging
• A blog is a website– Contains regularly
updated posts• Media Releases• Newsletters• Advice
– Can be written by many people in your organisation
– Allows comments– Integrate with social
media07/25/12
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Social Media Tools - Facebook
• Facebook– 11.6 million
Australians– Build an online
community• Events• Announcements
– Branded pages for organisations
• www.facebook.com07/25/12
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Inside a Facebook Page
• Organisations must use Pages
• Pages are linked to individual accounts
• Official comment should be from the page not individuals
• Can include photos• Respond to
comments
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Social Media Tools - Twitter
• Twitter– 2.5 million
Australians– Good for quick
announcements• Can feed into
– Hashtags enable conversation
• www.twitter.com
07/25/12
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Connecting through Twitter
• The Connect Page highlights recent interactions
• Thank people for Retweets
• Participate in relevant discussions
• Use TweetChats
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Social Media Tools - LinkedIn
• LinkedIn– Used by 3 million
Australians
– Connect with business partners• Events
• Announcements
• Groups
• www.linkedin.com
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Social Media Tools - YouTube
• YouTube– 48 hours of video
uploaded every minute
– 3% of these videos are Australian
– Over 3 billion videos viewed per day
• www.youtube.com
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Social Media Tools - Pinterest
• Pinterest– Second largest social
media tool– Pin items of interest– Highly visual tool– Direct links back to
website
• www.pinterest.com
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Social Media Tools - Email
• Email is still important– Can automatically
send content from your website to subscribers
– Can reach people using several methods
– Include sharing options in email
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Using Email
• Include key message in the body of email
• If using attachments then send as a PDF
• Subject line must include essential detail
• Use an email campaign service
• www.mailchimp.com
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Critical Success Factors
• Know the Purpose of the Event
• Consistent messages and branding
• Know your target market
• Use a combination of marketing tools
• Measure results
07/25/12
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Conclusion
• Plan Events Early–Utilise expertise– Identify gaps in skills
• Ensure consistency– Identify key messages– Maintain consistent branding
• Identify what you want to achieve• Utilise a combination of marketing tools• Engage the media early
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Further Information
• Syneka Marketing–Web: www.synekamarketing.com.au– Phone: 1300 965 989
• Alex Makin–Mobile: 0409 136 213– Email: [email protected]