Marketing Flashcards
SWOT Analysis
This helps examines factors that are internal to an org. as well as external. Strengths, weakness, opportunities and threas
Examples of strengths
Support of stakeholders
repeat of a successful event
experienced team
Examples of weaknesses
lack of funds
undefined roles
volunteers responsible for critical tasks
Examples of Opportunities
little competition
favorable economic conditions
available of state of the art infrastructure
Examples of threats
lack of knowledge about new technologies
high labor rates
government regulations
Market Segmentation
this is a marketing strategy that starts with a broad target market and divides into groups of potential participants who have commonalities.
Marketing distribution channel
refers to how a business gets its products to the customers.
Marketing Channels
mail order catalogs, direct personal communication, websites, email and social media campaigns.
Advertisting
This should encourage action. It should have a call to action, event colors/logo, consistent messaging, short copy, contact info
Direct Marketing
This is any direct personal communication from the organization to potential customers by printed medium or electronic communication (email, social media, phone call, text message)
Email marketing
this is a great combination of direct marketing and online communication.
Implementation of Marketing Plan
this involves putting all the pieces together.
Steps to managing a marketing plan
- Conduct situational analysis
- Define target market segment
- select marketing distribution channels
- Implement marketing plan
How many weeks out for promotion for annual events
52 weeks
How many weeks out for news release #1 to trade publications and influential bloggers
40 weeks
How many weeks out to begin content planning and development of website
40 weeks out
How many weeks out to send news release #2 with details about speakers, event theme, etc
26 weeks out
How many weeks our for mailing #1 (flyer or postcard)
24 weeks out
How many weeks to place ads in trade journals
24 weeks out
How many weeks out to create social media sites
24 weeks out
How many weeks out to distribute previous event highlighst
24 weeks out
How many weeks to begin weekly social media posts?
24 weeks out
How many weeks out to send news release #3 with more details
20 weeks out
How many weeks out to send mailing #2
16 weeks out
How many weeks out to upload video clips from speakers/enterainers
15 weeks out
How many weeks out to place a cover story about the event
12 weeks out
How many weeks out to send invitations to media list
10 weeks out
How mayn weeks out to send mailing #3 with latest info
8 weeks out
How many weeks to send release #4
6 weeks
How many week out to follow up press invites my phone
1 week
Promotional products
give ways for participants or merchandise sales
Why you should order promotional products
- build your brand
- increase customer loyalty
- attract new customers
- celebrate an event
- Announce a new product
- Enhance individual experience/engagement during the meeting
Three concepts to think about when creating promotional products
- Usefulness
- Shelf Life
- Applicability to your customer
When considering your trade show giveways keep in mind
product purpose, number of participants, trade show budget, messaging
Premium Gifts
a category of promotional product that is frequently purchased for VIP participants, committee members or leadership
Steps to facilitate acquiring merchandise include
- Establish/Follow a Budget
- Follow the organizations requirements for the number of required proposals and preferred suppliers
- Know the lead times required for producing art work, printing and delivery
- Have a list of suppliers that are able to provide last minute items if required
Distribution Strategy should cover
- Advance on-site and post-event fulfillment
- Shipping Costs
- Staffing Needs
Public Relations Strategy
this should be created in collaboration with the marketing and communication plan.
