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Event Promotion

Event Promotion. With Katie Kiaha Marketing Manager. Overview. Marketing Plan – the basics Setting objectives Creating a budget Identifying key market segments Working on effective messaging Implementation Create a timeline Identify methods of communication

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Event Promotion

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  1. Event Promotion With Katie Kiaha Marketing Manager

  2. Overview • Marketing Plan – the basics • Setting objectives • Creating a budget • Identifying key market segments • Working on effective messaging • Implementation • Create a timeline • Identify methods of communication • Other tips for getting the word out

  3. Marketing Plan - Intro. • Key points to remember about marketing plans: • Not scary • Roadmap • No event is perfect and even the perfect marketing plan can’t guarantee high turnout at your event, but they are your best bet for success

  4. Marketing Plan - Intro. (cont.) Tip #1 – Give yourself plenty of time. This is key. The last thing you want to do is say “oh, our event is in a week…hmm, what should we do?” “Prior planning leads to success.” -My Mom

  5. Marketing Plan - Objectives • What is the objective of the marketing plan? • In order to see if your marketing efforts were successful you will need to measure them against something. In this case, objectives are typically goals for attendance. These goals might be a specific number.

  6. Marketing Plan - Budget • How much do you have to spend on your marketing efforts? • Break it down to how you will allot to each outreach effort. (ex: X number of dollars toward printing flyers). • Typically all else will have to fall in line behind your budget.

  7. Marketing Plan - Identifying Market Segments • What market segments would you like to hit? • Member • Non-members who have attended events or shown interest in the past • Industry professionals who might benefit in some way from attending • Are there any new market segments you’d like to address?

  8. Marketing Plan - Messaging • What are you going to say? • Why would someone want to come to this event? (Networking opportunity at the cocktail hour after the course has concluded) • What would someone gain from attending this event? (Ex: PDH Hours) • Is there a unique speaker or course that no other event similar to yours is offering? (Ex: Nationally renowned speaker, John Doe) • If this event has been done before, what are you doing new this time around? (Ex: Something NEW)

  9. Marketing Plan – Messaging (cont.) • Tip #3 – A mistake that too many marketers make is assuming that everyone thinks as they think. But the truth is, often times the creators of the messaging are too close to the projects they are working on to get the proper perspective. My recommendation is to get the opinion of several people. Work as a team on all communications when possible.

  10. Marketing Plan – Messaging (cont.) • Tip #4 – Keep it short, keep it light, keep it simple. Give them the details they need to get registered.

  11. Marketing Plan - Implementation • When would you like to communicate with the market segments you have identified? • Create a schedule. Then try to stick to it.

  12. Marketing Plan - Implementation (cont.) Trick #1 –You are your best marketing tool. You have all the info and the ability to generate responses in a way that impersonal approaches may not. Try posting your event in your office (ask permission first). Also, try adding a tagline like “Questions? Ask Mary ext. 123”. Place a nice poster or flyer in a break room or other high traffic area (near water fountains, coffee pots, etc.)

  13. Marketing Plan – Implementation (cont.) • How would you like to communicate to these different market segments? • Direct Mail • E-mail • Other printed collateral pieces

  14. Marketing Plan - Implementation (cont.) Tip #2 - Space out your communications. Don’t inundate your audience with e-mails, DM pieces, etc. Try to create a schedule that will: • Introduce your audience to your event; • Continue to remind your audience of the benefits of attending ; • Get them to register ahead of time.

  15. Other Tips… • Make sure IECA is aware of your event well ahead of the event date. • Send out e-mail through IECA • Post the event to the events calendar • Update your Chapter’s website. • Be your own best marketing tool. • Create a basic “calendar posting” press release with details on your event and send it to industry publications.

  16. Summary • Determine details of event • Create a Marketing Plan • Set objectives • Create a budget • Allot specific amounts for each marketing initiative • Identify key market segments • Work on effective messaging • Create a timeline with methods of how you will reach each market segment

  17. Questions?

  18. Contact informationKatie Kiahae: katie@ieca.orgp: 303-640-7554

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