marketing and pr webinar 2

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The second webinar covers event marketing and promotion. It covers the various methods and types of event marketing, the difference between creating events and participating in previously established ones, and how to evaluate event sales promotions

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Event Marketing and Promotions

Part 2:Event Marketing and Promotions

Marketing EssentialsFor Teaching Professionals

Event Marketing and Promotions

Howard BrodwinSports and Social Change

Cause Marketing | Corporate Social Responsibility | Social Enterprise

Event Marketing and Promotions

Part 1:Public Relations / Social Media

Part 2:Event Marketing / Promotions

Event Marketing and Promotions

Event Marketing and Promotions

•Events / Experiential Marketing (aka - “Live Marketing” or “Participatory Advertising”)

•Creating your Own Events Vs. Participating at Existing Events

•Evaluating Event Sponsorship Opportunities

Event Marketing and Promotions

Terminology:

• Event Marketing

• Experiential Marketing

• Grassroots Marketing

• Guerilla Marketing

• Brand Activation

Event Marketing and Promotions

Terminology:

Event Marketing - Direct hand-to-hand

communication, sampling or interactive

displays, targeting specific individuals or

groups at gathering spots where they hope

to make quality, individual connections.

Event Marketing and Promotions

Event Marketing - Examples

Event Marketing and Promotions

Event Marketing - Examples

Event Marketing and Promotions

Event Marketing - Examples

Event Marketing and Promotions

Terminology:

Experiential Marketing - Creating

connections between brands and consumers

in the form of “one-to-one” or “one-to-many”

experiences that are personally relevant,

memorable, interactive & emotional, AND

lead to increased sales & brand loyalty.

Event Marketing and Promotions

Experiential Marketing - Examples

Event Marketing and Promotions

Experiential Marketing - Examples

Event Marketing and Promotions

Terminology:

Grassroots Marketing - to market your

company, products or services on a local and

a personal level, often using people to

spread the word through personal contact

and dialogue.

Event Marketing and Promotions

Terminology:

“Street Team” - groups of people who visit

high traffic areas to distribute information,

samples, coupons, etc.

Event Marketing and Promotions

Grassroots Marketing - Examples

Event Marketing and Promotions

Grassroots Marketing - Examples

Event Marketing and Promotions

Grassroots Marketing - Examples

Event Marketing and Promotions

Terminology:

Guerilla Marketing - Putting your brand in

unexpected places, in unexpected ways.

Event Marketing and Promotions

Guerilla Marketing - Examples

Event Marketing and Promotions

Guerilla Marketing - Examples

Event Marketing and Promotions

Guerilla Marketing - Examples

Event Marketing and Promotions

Terminology:

Brand Activation - bringing a brand’s core

features or values to life through creating

experiences.

Don’t try to communicate every detail of

your brand; the purpose is to build better

brand connection, not increase sales.

Event Marketing and Promotions

Brand Activation - Examples

Event Marketing and Promotions

Brand Activation - Examples

Event Marketing and Promotions

Brand Activation - Examples

Event Marketing and Promotions

Pros and Cons of Event/Grassroots Marketing

Pros…• Direct communication with target audience• Experience your brand (You!) & services• Humanize your brand• Gather warm leads• Gain immediate feedback• PR/Media exposure

Event Marketing and Promotions

Pros and Cons of Event/Grassroots Marketing

Cons…• Costs: Staff & Materials (signage, displays, booth/tent, travel & transportation, gear)• Time • Stress• Measurement & Evaluation

Event Marketing and Promotions

Event Marketing

Your Own Event Vs. Sponsoring Events

• What are your goals?

• Are there existing events that deliver your

target market?

• Are they within your budget?

Event Marketing and Promotions

Event Marketing > Hosting Your Own Event

What is the reason behind it? Have a measurable goal that everything

is geared toward accomplishing.

• Do you want to thank your existing customers? Or attract new ones?

• Are you launching a new service and want to create buzz among influencers?

• Are you looking to associate yourself with something that resonates with your market?

Event Marketing and Promotions

Event Marketing > Hosting Your Own Event

How will you promote your event?

Create a Marketing Plan / use the tools…

• Earned Media - PR/Publicity• Owned Media - Social Media/Email/Blog• Paid Media - Advertising/Direct Mail

Event Marketing and Promotions

Event Marketing > Hosting Your Own Event

“Anyone can throw a great party, but this isn't about throwing a party. It's about hitting business objectives.”

• Your services and the event should intersect in a meaningful way

• Give the audience something they weren't expecting as long as it's “on-brand”

Event Marketing and Promotions

Event Marketing > Sponsoring an Event

Types of Events

• Food & Beverage• Music• Entertainment • Health/Wellness • Fashion • Singles • Wedding

Event Marketing and Promotions

Event Marketing > Sponsoring an Event

Set a Realistic Budget

• Space, power, lighting, on-site signage,

collateral placement, promo drops, speaking

opportunities

• Tent/Canopy, banners, signage, collateral,

promo items

• Staff, travel, transportation

Event Marketing and Promotions

Event Marketing > Sponsoring an Event

Exercise

If you had an unlimited budget, what event would you sponsor and why?

Event Marketing and Promotions

Event Marketing > Sponsoring an Event

Exercise

Using the same theme of that event, now you only have a budget of $2,500

- what would you do?

Event Marketing and Promotions

Event Marketing

Develop contingencies for Wild Success and Absolute Failure

• Flexibility is key

• What will you do if all or part of your idea

begins to fail before the event happens?

• What will you do if you’re wildly successful?

Event Marketing and Promotions

Event Marketing > Tie-in w/Social Media

• Reward or prize for “liking/following” you on their phone• Exclusive access to existing fans: meeting a celeb, preferred parking, special promo item• On-site experiences: Photo scavenger hunt

Event Marketing and Promotions

Event Marketing > Evaluation

• Did you meet your objectives? Why/Why not?

• Did you stay within/under budget?

• What went right/wrong?

• How well did you tie-in with other aspects of

your marketing?

• Have you followed-up with leads generated

from the event? Did it result in new business?

Event Marketing and Promotions

Experiential Marketing = Content Creation

Add to your Content Library/Strategy

Event Marketing and Promotions

Promotions

Creating an incentive for your customers to purchase your services

Event Marketing and Promotions

Event Marketing and Promotions

“A barking dog is often more useful than a sleeping lion.”

~ Washington Irving

Event Marketing and Promotions

Common types of sales promotions

• Discounts (Price Deals)• Coupons • Sweepstakes/Contests • Buy One - Get One (BO-GO) • Gift with Purchase (Premiums)• Incentive / Frequent Buyer • Holiday / Themed Promotions • Others: In-store displays, sampling, bundling, rebates, trade-ins, free trial/demo

Event Marketing and Promotions

More than any other element of the marketing mix,

sales promotion is about ACTION. It’s about stimulating customers to buy.

Event Marketing and Promotions

Sales Promotion - Definition

Media and non-media marketing pressure

applied for a predetermined, limited period of

time in order to stimulate trial, increase

consumer demand, or improve product

quality. (American Marketing Association)

Event Marketing and Promotions

Price-Value Relationship

• Every product or service has an established

perceived price or value

• Sales promotions change this price-value

relationship by increasing the value and/or

lowering the price.

Event Marketing and Promotions

Common types of sales promotions

• Discounts - lower the price

• Coupons - increase value/lower the price

• Sweepstakes/Contests - increase value

• Buy 1 / Get 1 - increase value/lower price

• Gift with Purchase - increase value

• Rewards Pgm - increase value/lower the price

Event Marketing and Promotions

What Makes Sales Promotions Different?Compared to the other components of the marketing mix - Advertising, Publicity, Events - a Sales Promotion commonly:

• Operates on a shorter time line • Uses a more rational appeal • Returns a tangible or real value • Fosters an immediate sale • Contributes highly to profitability

Event Marketing and Promotions

Discounts/Price Based Promotions

Event Marketing and Promotions

Discounts/Price Based Promotions

Price deals are usually intended to:

• Encourage trial of a new services

• Recruit new buyers for existing services

• Convince existing customers to increase

purchases, accelerate their use or purchase

multiple units.

Event Marketing and Promotions

Discounts/Price Based Promotions

Ways to Implement:

• In-Store/POP Displays - Pro Shop?• Advertising• Direct Mail/Email • Event • Associations / Groups • Referrals • Group-buying (Groupon/Living Social/Amazon)

Event Marketing and Promotions

Coupons

Event Marketing and Promotions

Coupons - Objective

Maximize the Redemption Rate: The proportion of customers actually using

the coupon Vs. what was distributed.

• Measure short term Vs. long term impact

• Coupon promotions are often used for new products or to encourage sales of existing products that are slowing down

Event Marketing and Promotions

Coupons

Distribution Methods

• Advertising: Print or Digital • Back of receipts • Free Standing Inserts (FSI) • Online/Email • Direct Mail (ex: ValPak) • Events• Mobile Phone

Event Marketing and Promotions

Sweepstakes & Contests

What’s the difference between a Sweepstakes and a Contest???

Event Marketing and Promotions

Sweepstakes & Contests - What’s the Difference?

Contest: Audience applies skill, analytical or creative thinking to try to win a prize. Winners are determined by judges or by which contestant comes closest to a predetermined criteria.

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are needed to see this picture.

Event Marketing and Promotions

Sweepstakes & Contests - What’s the Difference?

Sweepstakes: A promotion in which winners are determined purely by chance.

Event Marketing and Promotions

Sweepstakes & Contests

Event Marketing and Promotions

Sweepstakes & Contests

Often create excitement and generate interest, create great content, can go “viral,” but…

• Time consuming• Expensive• No guarantee of success• Legal Issues• Hard to accurately measure impact on sales• Fail to build long-term loyalty

Event Marketing and Promotions

Buy One - Get One (BO-GO)

Event Marketing and Promotions

Gift With Purchase / Premium Promotions

“The prize in a cereal box”

Event Marketing and Promotions

Gift With Purchase / Premium Promotions

• Commonly found with magazine subscriptions, cigarettes, cosmetics and fragrances

• Ability to partner with affiliated brands or products; Can you barter???

Event Marketing and Promotions

Gift With Purchase / Premium Promotions

• The premium may be given for free or offered to consumers for a significantly reduced price

• Set “purchase targets” - buy a certain quantity or dollar amount to receive free gift

• Instant Gratification

• No confusion about returning coupons or proof of purchase

Event Marketing and Promotions

Loyalty/Frequent Buyer Programs

Encourage and reward repeat purchases by acknowledging each purchase made and offering a premium as purchases accumulate

• Airlines• Grocery Stores• Car Wash

Event Marketing and Promotions

Loyalty/Frequent Buyer Programs

Decide what you want to accomplish:

• Reward customers for their frequency and increased # of lessons

• Design a tiered structure that rewards active students with privileges & special offers

• Shift the pattern of frequent student’s behavior by offering incentives and rewards for buying lessons on off-peak days

Event Marketing and Promotions

Event Marketing and Promotions

Resources

EventMarketer.com

ExperientialForum.com

ExperientialMarketing20.com

Meetup.com

Eventbrite.com

Promo.com

PMAlink.org Promotion Marketing Assoc

Event Marketing and Promotions

Whew! We made it!

Event Marketing and Promotions

Questions & Comments

howard@sportsandsocialchange.org1-323-841-2267

Twitter @sportsandchangeFacebook.com/SportsandSocialChange.org

Pinterest.com/sportsandchangeLinkedin.com/howardbrodwin

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