Marketing Essentials: Grassroots and Event Marketing Strategies

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This session shows how to connect with your target audience in environments where they can have a hands-on experience with your brand, products and services. This includes event marketing and sponsorship, experiential campaigns, product sampling, street teams and guerrilla marketing. We cover how to find the right mix of events and grassroots opportunities, establishing a budget, staffing, execution and post-activity evaluation.

Published in: Business

Marketing Essentials: Grassroots and Event Marketing Strategies

  1. 1. Marketing Essentials WEEK 4Event / Grassroots Marketing
  2. 2. Event / Grassroots Marketing
  3. 3. Event / Grassroots Marketing•Events / Experiential Marketing(aka - “Live Marketing” or “Participatory Advertising”)•Creating your own Events Vs. Participating atExisting Events•Evaluating Event Sponsorship Opportunities
  4. 4. Event / Grassroots MarketingTerminology:• Event Marketing• Experiential Marketing• Brand Activation• Grassroots Marketing
  5. 5. Event / Grassroots MarketingTerminology:Event Marketing - Direct hand-to-handcommunication, sampling or interactivedisplays, targeting specific individuals or groupsat gathering spots where they hope to makequality, individual connections.
  6. 6. Event / Grassroots MarketingEvent Marketing
  7. 7. Event / Grassroots MarketingTerminology:Experiential Marketing - Creating connectionsbetween brands and consumers in the form of“one-to-one” or “one-to-many” experiences thatare personally relevant, memorable, interactive& emotional, AND lead to increased sales &brand loyalty.
  8. 8. Event / Grassroots MarketingExperiential Marketing
  9. 9. Event / Grassroots MarketingTerminology:Grassroots Marketing - to market your company,products or services on a local and on apersonal level, that uses people to spread theword so the campaign spreads through personalcontact and dialogue.
  10. 10. Event / Grassroots MarketingGrassroots Marketing
  11. 11. Event / Grassroots MarketingTerminology:Brand Activation - bringing a brand’s corefeatures or values to life through creatingexperiences. Don’t try to communicate everydetail of your brand; the purpose is to buildbetter brand connection, not increase sales.
  12. 12. Event / Grassroots Marketing
  13. 13. Event / Grassroots Marketing Brand Activation - VIDEO
  14. 14. Event / Grassroots MarketingPros and Cons of Event/Grassroots MarketingPros…• Direct communication with target audience• Experience your brand/product/service• Humanize your brand• Gather warm leads• Gain immediate feedback• PR/Media exposure
  15. 15. Event / Grassroots MarketingPros and Cons of Event/Grassroots MarketingCons…• Costs: Staff & Materials (signage, displays,booth/tent, travel & transportation, shipping,labor/unions)• Time• Stress• Measurement & Evaluation
  16. 16. Event / Grassroots MarketingConsumer and Trade EventsOwned Events vs. Sponsored Events• What are your goals?• Are there existing events that deliver yourtarget demo?• Are they within your budget?
  17. 17. Event / Grassroots MarketingConsumer and Trade Events > Owned Event Pinpoint the reason behind it - identify a measurable goal that everything is geared toward accomplishing.• Do you want to thank your existing customersor attract new ones?• Are you launching a new product and want tocreate buzz among influencers?• Are you looking to associate your brand withsomething that resonates in the demo?
  18. 18. Event / Grassroots MarketingConsumer and Trade Events > Owned Event How will you market your event?Create a marketing plan / use the tools…• Paid Media - Advertising/Direct Mail• Earned Media - PR/Publicity• Owned Media - Social Media/Email/Blog
  19. 19. Event / Grassroots MarketingConsumer and Trade Events > Owned Event “Anyone can throw a great party, but this isnt about throwing a party. Its about hitting business objectives.”• The product and event should intersect in ameaningful way• Give the audience something they werentexpecting as long as its “on-brand”
  20. 20. Event / Grassroots MarketingConsumer and Trade Events > Sponsored EventTypes of Events• Food & Beverage• Music• Sports• Entertainment• Health/Wellness• Fashion• Singles• Technology• Industry Trade Shows
  21. 21. Event / Grassroots MarketingConsumer and Trade Events > Sponsored EventWhere???• Nationwide tour• Regional program• One key markets• Series of events
  22. 22. Event / Grassroots MarketingConsumer and Trade Events > Sponsored EventSet a Realistic Budget• Space, power, lighting, on-site signage,collateral placement, promo drops, speakingopportunities• Booth, signage, collateral, promo items• Staff; travel, transportation• Logistics: Shipping, set-up/tear-down, laborcosts, unions
  23. 23. Event / Grassroots MarketingConsumer and Trade Events > Sponsored EventExercise If you had an unlimited budget, what event would you sponsor and why?
  24. 24. Event / Grassroots MarketingConsumer and Trade Events > Sponsored EventExercise Using the same theme of that event, now you only have a budget of $2,500 - what would you do?
  25. 25. Event / Grassroots MarketingConsumer Events Develop contingencies for Wild Success and Absolute Failure• Flexibility is key• Know what you will do if all or part of yourprogram begins to fail before the event happens• Know what you will do if it’s wildly successful
  26. 26. Event / Grassroots MarketingConsumer Events Example: Wild Success and Absolute Failure
  27. 27. Event / Grassroots MarketingConsumer Events > Tie-in w/Social Media• Reward/prize for “liking/following” the brandon their phone• Exclusive access to existing fans: meeting aceleb, preferred parking, special promo item• On-site experiences: Photo scavenger hunt
  28. 28. Event / Grassroots MarketingConsumer Events > Evaluation• Did you meet your objectives? Why/Why not?• Did you stay within/under budget?• What went right/wrong? Prep/On-Site/Staff• How well did you tie-in with other aspects ofyour marketing?• Have you followed-up with leads generatedfrom the event? Did it result in new business?
  29. 29. Event / Grassroots MarketingExperiential Marketing = Content CreationAdd to your Content Library/Strategy
  30. 30. Event / Grassroots MarketingExperiential Marketing = Content Creation Example: Hyundai Uncensored - VIDEO
  31. 31. Event / Grassroots MarketingResourcesEventmarketer.comExperientialforum.comExperientialmarketing20.comMeetup.comEventbrite.comPlancast.com

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