Events marketing & communications guest lecture - Feb 2014
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Events marketing & communications guest lecture - Feb 2014

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Guest lecture for the University of Bedfordshire, on marketing and communications for events management. February 2014.

Guest lecture for the University of Bedfordshire, on marketing and communications for events management. February 2014.

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Events marketing & communications guest lecture - Feb 2014 Events marketing & communications guest lecture - Feb 2014 Presentation Transcript

  • Events Marketing & Communications Nicola O’Loughlin Chartered Marketer, MCIM, MA
  • About Me… • Chartered Marketer and member of the Chartered Institute of Marketing (CIM) • CIM Professional Diploma in Marketing • Masters in Events Marketing Management, London Metropolitan University • BA (Hons) Media Studies, De Montfort University (Leicester) • 8 years in events and marketing, including both charity and business sector. • Blog – www.oloughlinmarketing.com • Twitter – @nicola_a
  • Why should events be part of your marketing mix? 4 main reasons to hold an event: 1. 2. 3. 4. Branding & Awareness Lead Generation Customer/Client/Supporter Engagement Education
  • 3 Key Questions 1. Who is my target audience? 2. Is this event relevant to the target audience? 3. How will I get my target audience to attend?
  • Event Planning • Your event planning should include a marketing plan from the outset. • Include costs of marketing within your overall event budget • Include timeline for when marketing activities and communications will take place • Don’t forget to include post-event marketing within your marketing plan
  • Marketing Your Event Email marketing Direct marketing PR Advertising Social media
  • Email Marketing Pro’s Con’s • Easy to use • Quick to set up • Range of templates and providers which can be used (i.e. Dotmailer, MailChimp, etc) • Inexpensive • Your message reaches people in the place where they are most likely to respond instantly (i.e. at their desk) • Can reach a high number of people with relative ease. • Need to have a database of contacts • Cold contacts can lead to poor open rates • Could be seen as spam • Impersonal
  • Direct Mailing Pro’s Con’s • Easy to use • Usually seen as more personal than email • More people keep a hard copy than an email • Open rates seen to be better than email • Need to have a database of contacts • Doesn’t always reach the intended recipient • Postage expensive (especially when sending bulk mailings) • Requires more action to make the booking
  • Press / Press Releases Pro’s • Newspapers and publications are always looking for copy now, so well-written content is often appreciated • You write the messages and information • Can include any information you want to communicate, such as human stories and calls to action Con’s • Not sent to a targeted audience, unless using trade press • Cannot control the final published copy or that the information is included in publications • Often a low response rate • Audience demographic usually fairly vague
  • Advertising Pro’s Con’s • Your own design – so can be eye-catching, have your intended messages, etc • You control the input and frequency of publication • Can be done in a wide range of methods and places (TV, radio, newspapers, magazines, online, etc) to best suit your target audience • No guarantee that your intended audience will see it • Audience demographic usually fairly vague • Often a low response rate • Can be very expensive, so usually not available to smaller events
  • Social Media Pro’s Con’s • Often inexpensive • Reaches wide audience • Intended audience can be segmented and targeted • Can regularly change messages • Can get influencers to share your message for wider reach and credibility • Audience can access your messages at any time • Need an established online presence to start with to get best results • No guarantee that your audience will see or consider your message, due to frequency of received messages on Twitter, Facebook, etc. • Can be time consuming
  • Post-Event Marketing • “Legacy” – an event doesn’t end when you pack up your equipment, and neither should your marketing. • Your post-event audience should include those who didn’t attend the event. • Follow up and measure ROI (return on investment) from your event
  • Post-Event Publicity, including Twitter conversation about the event. This all contributes to ROI.
  • For further information, get in touch: Nicola O’Loughlin nicola.e.oloughlin@gmail.com @nicola_a