marketing in todays economy
TRANSCRIPT
Marketing In Today’s Economyand a virtual revolution
Melody’s Ad Works, Inc.
Melody Brunsting President 21 Years in business 15 Years promoting the Temecula Valley Balloon
& Wine Festival 11 Years Producing & Promoting events in Old
Town Temecula Chairman of the board 1998 for TV Chamber of
Commerce and started the Temecula Valley Convention and Visitors Bureau
Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card
Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card.
Did You Feel It? A Revolution.
Media Consolidation, Elimination, Mergers Less viewers, less readers, less
opportunities Radio reduced available airtimes
Reduced Audience, PPM vs.. Diary Television More Choices – Niche Markets
Youtube Generation Less Money for Sponsoring Non-profits &
Events Scramble to Catch the Social Networking
Wave
And what about you?
Budget cuts on advertising & marketing
Budget cuts on entertainment – reduced value
Recession causing reduced ticket sales
Reduced revenue per event guest Reduced available sponsorship
dollars Reduced perceived value of event
in sponsor’s eyes.
Good News? Social Networking is Free Traditional Media Rate Drops Production Costs have Dropped Packaging with media includes
social media, links, streaming, texting and other tech methods for reaching audience
Entertainment and family events remain strong in a recession
How Can Your Event Win?
Maintain Good Family Entertainment Value
Add More “Experience” to the Event
Bundle and Unbundle Ticket Options Bundle to reduce the cost per
person over a weekend Unbundle to pull more to one
venue or day allowing customer to add-on only what they want.
How Can Your Event Win?
Start Negotiating Early with Media Leverage what you have with what
they need (You have an audience - Loyal
demographic) Added Value with All Media Contests that capture email
addresses Contests that capture fans &
followers
How Can Your Event Win
Web presence on Media site that includes Streaming Banner Links Text campaigns
Lower Prices with Media Cable versus bundled media (Fios, Att,
TimeWarner) Radio Air Time
Shorten your spot … maximize frequency
LEVERAGE Partner with Broadcast Media &
Sponsors
Partner with CVB and Tourism Industry
Enlist Marketing Support of Participants Artist, Bands, Performers fan
lists/pages Interviews
Partner/Promotion at Schools
Broadcast media 2-3 weeks prior to event
Ticket giveaways 3 weeks prior to event
Leverage All With Social Media
E-blasts and social networking
Value Sponsor Participation in E-blasts & Social Network Links
Games, Programs and Apps for that
Blog, Twitter, Facebook & Ping
Delicious, Street Mavens, Discus
Incorporate SEO Tactics
Press Releases Online New Room Letters to the editor Media Kits Newsletters Blogs E-blasts
Press Release SEO Include Keywords and Phrases in
all Press Releases Include Links to pertinent
websites Boiler Plate
At end of press release with basic date, contact info, website info.
Extra Contacts & Links: Include Video, Blog, Facebook,
Wiki, and Twitter links
Get The Word Out! Consider using PR Web or PR
Newswire at least once. Refine Contact List – (Subscribe to
contact list, or quarterly updates) Give ‘Em What They Want & Need
Press/Photos/contacts, EPK and b-roll, video, audio.
Utilize All Available Pertinent Outlets & Contacts
Don’t Sell Ice to Eskimos
Publicity dos and don’ts
Do not over keyword or link Do not send local news to major
networks Do not send travel info to business
trades Do not call, pitch, then send
poorly written press release Do not WHINE …. PROMOTE,
PROVIDE, ENTERTAIN
Dos and Don’ts Do create unique opportunities for media
and stringers – Exclusives, Visuals, Unique Experience
Do create separate press releases for different media genre
Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links.
Do proofread, re-read, proof read and post in online press kit
Do revise, shorten and post on blogs Do include photos, photo CD or
links/contacts for photos
Stunts & Visuals
Bungee Bob
New EventTemecula Grape DropNew Year’s Eve
First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening.
Yes this year 2010
For More Information
Fill out form and mark what hand outs you want emailed.
Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com
Visit www.Melodysadworks.com Follow me at twitter.com/melsprwrks Call or text (951) 252-5649 Email – [email protected] Follow my events: Twitter.com/SocalWineCntry Facebook Temeculaevents, blog
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