Marketing - Domain I - 18 Questions Flashcards
Event Marketing
**4 Main Key Points:
- Goals & Objectives
- Sustainability
- Branding
- RFPs
- Marketing an event
- Using an event as a marketing tool
This is where crossover and integration occur between marketing department and event professional
Marketing = communication/branding to stakeholders - before, during, and after event!
- All about finding the right people to attend the event
- Creating a buzz about event
- MUST be congruent to our company/organizations marketing plan
Marketing Plan = 52 Weeks = a written document outlining the situational analysis, audience, and distribution channels, that will support the goals and objectives of the event
- helpful to measure event!
- Conduct Situational Analysis
- Define Target Market
- Select Marketing Distribution Channels
- Implement Marketing Plan (by putting the previous 3 steps into action)
- Marketing plans are as CRITICAL as the ESG to the success of the event - THINK STRATEGY
- can be implemented by the marketing team and or the meeting logistics team, or a combo of both
- some goals and objectives on marketing plans: increasing attendance, quality of participants, financial impact, amplify the organization’s brand
- to achieve success = MUST BE ALIGNED WITH THE OVERALL MARKETING STRATEGY AND BRAND VALUES
“Marketing Mix”:
Five C’s (more modern)
Four P’s
= Customer, Company, Competition, Collaborators, Context
= Product (the event), Price (cost for participant to attend), Place (position of event among competitors), Promotion (tools to market event)
Integrated Marketing Communication
(Provides a message that is seamless and inseparable from the culture of the organization!)
- should feel inseparable from the culture of the organization
- know the marketplace and the attendee buying behaviors
-logo and branding need to be consistent - customer relationship management (CRM) programs and other marketing automation software - help to track customer behavior
Conduct Situational Analysis - Step 1!
Crowd-Sourcing = the practice of turning to a body of people (stakeholders) to obtain needed knowledge, goods or services.
= research!
= requires an assessment of the perception of event by ALL stakeholders - i.e. - will this event be successful?! - both internal and external factors should be studied.0.0…………
- use past or present surveys to find the best attendees, and any on-line presence of attendees
- research the competition
- create buzz by including stakeholders in planning stages
- SWOT analysis (includes Internal and External components) = Strengths, Weaknesses, Opportunities, Threats
Define Market Segments - Step 2!
Who?!
- who are the real buyers and decision-makers?
- a marketing strategy that starts with a broad target market and divides it into groups of potential participants - design event to satisfy their needs and desires
- company to define the audience first, then create a product
- target market research! - incorporate into event design
- psychographs = study of personality, values, attitudes, lifestyles
- demographics = specific data - age, race, gender, decision-making authority
THEN: determine their current and future needs and expectations - SURVEY?
B2C = Business to Consumer
B2B = Business to Business (more of a process to purchase)
Influencers
Word of Mouth!
- Influencers may not be a part of your target market!
- consider them throughout the marketing plan - equip key sponsors and event partners with the tools and knowledge to support social media campaign - to include these possible influencers
Advertising
= call to action! (register, visit website, request more info.)
- IF DOES NOT CALL TO ACTION, the Ad is probably just a PR Tool!!
= use event colors and logos
= keep message consistent throughout all promotions
= copy must be short and to the point
= include full contact info.
= work trade-outs with industry publications
Print Ads, Broadcast Ads, On-line Ads, Outdoor Ads (Billboards, Car Wraps, Signs), Point-of-Purchase Ads
Direct Marketing - Visit Web Site, Register for Event, Share Message with Others
***Web sites or on-line registration sites act as the hub for all marketing efforts for the event - GOAL should be to direct recipient to visit site and register for event
- direct personal communication from organization to potential customers by printed or electronic mediums
- mailing lists
- telemarketing (4-8 weeks out, if numbers are not being met!)
- text messages - have a high response rate!
- on-line communication = great combo of direct marketing and communication
Laws about whom an Org can contact - to protect consumers:
- US CAN-SPAM ACT
- EU Opt-In Directive
- MINIMUM OF ONE EMAIL PER MONTH, AND A MAXIMUM OF ONE PER WEEK
- SEO - Search Engine Optimization
- SEM - Search Engine Marketing
= tactics to help search engines
Branding/Messaging/Content
- Use active voice, specific details, short and to the point, highlight benefits instead of features, testimonials, who should attend?, describe speaker, incentives, photos, contact information, how to share this ad
Marketing Internationally
- Cultures and Customs
- Countries and Regions
- Languages
- Perceptions
- Time and Distance
Select Marketing Distribution Channels - Step 3!
= how a business gets its products to the customers OR activities necessary to transfer ownership of goods from production to consumption
examples: warehouse or retail, mail order, web sites, email marketing, social media campaigns, QR Codes (Quick Response)
“Channel Marketing” and “Marketing Channels”
How do the materials that are created for either pre-event marketing or on-site attendee experience support the goals and objectives of the event?
PHYSICAL DISTRIBUTION = coordinated through transportation and venue logistics, some may be given at check-in, registration materials may be sent ahead of event - must have a delivery schedule!!
Implement Marketing Plan - Step 4!
- Timeline! - include critical dates
- Challenge: balancing act between organizing logistics and promoting the event, as specific details aren’t available when attendees want them…
- more meetings and events are moving toward an environment in which the communication channel is open and transparent before, during, and after the event
- review of plan will be necessary from time to time! - make adjustments, if necessary, logistics or marketing (web analytics, metrics = push for additional marketing)
ISO 20121 = SUSTAINABILITY
is a VOLUNTARY international standard for sustainable event management, created by the International Organization for Standardization. - MADE AFTER THE 2012 OLYMPCIS!!
- Recyclable
- Biodegradable
- Organic Materials
Determine Pricing
- analyze current pricing trends
- review past sales
- study new trends
- evaluate competition
- reach out to your network of contacts
When determining price, take the following into consideration:
1. Unit Cost
2. Estimated Shipping & Handling
3. Market value for similar products
