Marketing In Todays EconomyPresentation Transcript
Marketing In Today’s Economyand a virtual revolution
Melody’s Ad Works, Inc. Melody Brunsting President 21 Years in business 15 Years promoting the Temecula Valley Balloon & Wine Festival 11 Years Producing & Promoting events in Old Town Temecula Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card.
Did You Feel It? A Revolution. Media Consolidation, Elimination, Mergers Less viewers, less readers, less opportunities Radio reduced available airtimes Reduced Audience, PPM vs.. Diary Television More Choices – Niche Markets Youtube Generation Less Money for Sponsoring Non-profits & Events Scramble to Catch the Social Networking Wave
And what about you? Budget cuts on advertising & marketing Budget cuts on entertainment – reduced value Recession causing reduced ticket sales Reduced revenue per event guest Reduced available sponsorship dollars Reduced perceived value of event in sponsor’s eyes.
Good News? Social Networking is Free Traditional Media Rate Drops Production Costs have Dropped Packaging with media includes social media, links, streaming, texting and other tech methods for reaching audience Entertainment and family events remain strong in a recession
How Can Your Event Win? Maintain Good Family Entertainment Value Add More “Experience” to the Event Bundle and Unbundle Ticket Options Bundle to reduce the cost per person over a weekend Unbundle to pull more to one venue or day allowing customer to add-on only what they want.
How Can Your Event Win? Start Negotiating Early with Media Leverage what you have with what they need (You have an audience - Loyal demographic) Added Value with All Media Contests that capture email addresses Contests that capture fans & followers
How Can Your Event Win Web presence on Media site that includes Streaming Banner Links Text campaigns Lower Prices with Media Cable versus bundled media (Fios, Att, TimeWarner) Radio Air Time Shorten your spot … maximize frequency
LEVERAGE Partner with Broadcast Media & Sponsors Partner with CVB and Tourism Industry Enlist Marketing Support of Participants Artist, Bands, Performers fan lists/pages Interviews Partner/Promotion at Schools Broadcast media 2-3 weeks prior to event Ticket giveaways 3 weeks prior to event
Leverage All With Social Media E-blasts and social networking Value Sponsor Participation in E-blasts & Social Network Links Games, Programs and Apps for that Blog, Twitter, Facebook & Ping Delicious, Street Mavens, Discus
Incorporate SEO Tactics Press Releases Online New Room Letters to the editor Media Kits Newsletters Blogs E-blasts
Press Release SEO Include Keywords and Phrases in all Press Releases Include Links to pertinent websites Boiler Plate At end of press release with basic date, contact info, website info. Extra Contacts & Links: Include Video, Blog, Facebook, Wiki, and Twitter links
Get The Word Out! Consider using PR Web or PR Newswire at least once. Refine Contact List – (Subscribe to contact list, or quarterly updates) Give ‘Em What They Want & Need Press/Photos/contacts, EPK and b-roll, video, audio. Utilize All Available Pertinent Outlets & Contacts Don’t Sell Ice to Eskimos
Publicity dos and don’ts Do not over keyword or link Do not send local news to major networks Do not send travel info to business trades Do not call, pitch, then send poorly written press release Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN
Dos and Don’ts Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience Do create separate press releases for different media genre Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links. Do proofread, re-read, proof read and post in online press kit Do revise, shorten and post on blogs Do include photos, photo CD or links/contacts for photos
Stunts & Visuals
New Event Temecula Grape Drop New Year’s Eve First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening. Yes this year 2010
For More Information Fill out form and mark what hand outs you want emailed. Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com Visit www.Melodysadworks.com Follow me at twitter.com/melsprwrks Call or text (951) 252-5649 Email – Melody@temeculacalifornia.com Follow my events: Twitter.com/SocalWineCntry Facebook Temeculaevents, blog Temeculaevents.wordpress.com Slideshare.net