Take it to Market: The IMC Strategies to Promote Your Event
On the agenda today: • Revisit the importance of IMC • Define marketing • Discuss the different marketing mix options available • Group activity- Marketing Mix Fun!
Jimmy Hall • University of Kentucky • Integrated Strategic Communication (ISC) • Full-Service Marketing • Philosophy • Literally no idea • UK Award Winning Essays; 2011 • The Engaged Citizen: A Reader for Composition & Communication • Kappa Sigma Fraternity • Honorary T-Shirt Chair • Vice President
Previous Work • University of Kentucky Video • Graphics, Video • Preston-Osborne • Public Relations, Social Media • Had to buy alcohol a few times • Various Writing Gigs • Corporate Direct Sales • Digital Marketing, Public Relations • Construction Industry • Full Service Marketing
Impressions Marketing & Events • Account Management & Creative • Client Relations & Sales • Creative Strategy • Media Planning • Design, Video, Social Media, etc. • Laura McDonald, as a boss: • Very mean • Lots of yelling • Throws things • Breaks things • Punched me directly in the face once
Marketing Industry • Young industry • Internet • Social Media • Creative • Always changing, expanding • New clients • New forms of media • Fun to do • Strong campaigns are rewarding • Client success is rewarding
Anticipation You’re planning an event… now you have to get people there.
IMC Strategies As discussed before, we need to use IMC strategies to make sure that all of our messaging is consistent, across all mediums.
Marketing Marketing- creating, communicating and delivering offerings that have value for customers, clients, partners and society at large Marketing Mix- the different marketing tactics available for use, or being used to support marketing objectives
Marketing American Marketing Association (AMA)- professional association for individuals/organizations who practice, teach and develop marketing strategies
You Have to Know Your Audience Before selecting the marketing mix you will use for your event, you have to know your audience.
VIP Note: Regardless of your medium, it is important to include a call to action. The call to action gives your audience the next step they should take after viewing your marketing piece. 3 Call to Action Characteristics: Reduce the risk Action- mail, click, etc Immediacy
Online Organization’s website Other websites Social media
Organization’s Website Organization’s website- includes details on the event (who, what, when, where, why) and a call to action (register, watch, find more information, etc)
Other Websites Other websites for organizations that have an interest in the event might also help build anticipation. Advertising space can also be purchased if not available for free due to mutual publicity.
Videos Videos can be placed on the organization’s site, other sites, YouTube, played at other events- used in multiple ways to increase awareness of the event. Viral marketing is the goal
Viral Video: Marmite, Neglect http://www.youtube.com/watch?v=f1ypXg4xoIk
Viral Video: Dove, Beauty Sketch http://www.youtube.com/watch?v=XpaOjMXyJGk
Direct Marketing Interactive system of marketing which uses one or more advertising media to influence a measurable response or transaction at any location Advertising sends out a blanket message to a larger audience. Direct marketing focuses on message personalization and reaching those who might be interested in the event; databases are hugely important.
Direct Marketing Catalogs Direct Mail Infomercials Emails Direct Response Internet
Television and Radio Television- show and tell Average American will spend one and a half years watching TV during the course of their life Radio- simple, low cost messages to a small but specialized group of consumers
TV: Carlton Draught, Beer Chase http://www.youtube.com/watch?v=ck5xkAK2ZoA
Print Print advertisements can be seen in magazines and newspapers. Largely used in more general events with a large target audience, or in specialty magazines with a smaller defined audience.
Unexpected Guerilla Marketing: use of nontraditional promotional methods to attract attention, increase memorability and make sales
Public Relations “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” -PRSA
Public Relations Some organizations incorporate public relations activities into their events. Some organizations have entire events simply for public relations purposes.
Marketing Mix Fun! • What: Georgetown College football Hall of Fame induction • Who: Current and former football players, coaches and supporters • When: May 2014 • Where: Georgetown College campus • Why: Honor those who achieved success on and • off the field, as well as increase awareness about • the Georgetown College football program
Your weekly assignment Assignment #5 due on Thursday!
For the next class: • Read pages 204-228, 294-316 in Silvers • Complete Assignment #5 and have it ready to turn in