Marketing and PR Webinar 2

Event Marketing and Promotions
Part 2:
Marketing Essentials
For Teaching Professionals

Howard Brodwin
Sports and Social Change
Cause Marketing | Corporate Social Responsibility | Social Enterprise

Part 1:
Public Relations / Social Media
Part 2:
Event Marketing / Promotions

•Events / Experiential Marketing
(aka - “Live Marketing” or “Participatory Advertising”)
•Creating your Own Events Vs. Participating
at Existing Events
•Evaluating Event Sponsorship Opportunities

Terminology:
• Event Marketing
• Experiential Marketing
• Grassroots Marketing
• Guerilla Marketing
• Brand Activation

Terminology:
Event Marketing - Direct hand-to-hand
communication, sampling or interactive
displays, targeting specific individuals or
groups at gathering spots where they hope
to make quality, individual connections.

Event Marketing - Examples

Terminology:
Experiential Marketing - Creating connections
between brands and consumers in the form
of “one-to-one” or “one-to-many”
experiences that are personally relevant,
memorable, interactive & emotional, AND
lead to increased sales & brand loyalty.

Experiential Marketing - Examples

Terminology:
Grassroots Marketing - to market your
company, products or services on a local and
a personal level, often using people to spread
the word through personal contact and
dialogue.

Terminology:
“Street Team” - groups of people who visit
high traffic areas to distribute information,
samples, coupons, etc.

Grassroots Marketing - Examples

Terminology:
Guerilla Marketing - Putting your brand in
unexpected places, in unexpected ways.

Guerilla Marketing - Examples

Terminology:
Brand Activation - bringing a brand’s core
features or values to life through creating
experiences.
Don’t try to communicate every detail of your
brand; the purpose is to build better brand
connection, not increase sales.

Brand Activation - Examples

Pros and Cons of Event/Grassroots Marketing
Pros…
• Direct communication with target audience
• Experience your brand (You!) & services
• Humanize your brand
• Gather warm leads
• Gain immediate feedback
• PR/Media exposure

Pros and Cons of Event/Grassroots Marketing
Cons…
• Costs: Staff & Materials (signage, displays,
booth/tent, travel & transportation, gear)
• Time
• Stress
• Measurement & Evaluation

Event Marketing
Your Own Event Vs. Sponsoring Events
• What are your goals?
• Are there existing events that deliver your
target market?
• Are they within your budget?

Event Marketing > Hosting Your Own Event
What is the reason behind it?
Have a measurable goal that everything
is geared toward accomplishing.
• Do you want to thank your existing
customers? Or attract new ones?
• Are you launching a new service and want
to create buzz among influencers?
• Are you looking to associate yourself with
something that resonates with your market?

How will you promote your event?
Create a Marketing Plan / use the tools…
• Earned Media - PR/Publicity
• Owned Media - Social Media/Email/Blog
• Paid Media - Advertising/Direct Mail

“Anyone can throw a great party,
but this isn't about throwing a party.
It's about hitting business objectives.”
• Your services and the event should intersect
in a meaningful way
• Give the audience something they weren't
expecting as long as it's “on-brand”

Event Marketing > Sponsoring an Event
Types of Events
• Food & Beverage
• Music
• Entertainment
• Health/Wellness
• Fashion
• Singles
• Wedding

Set a Realistic Budget
• Space, power, lighting, on-site signage,
collateral placement, promo drops, speaking
opportunities
• Tent/Canopy, banners, signage, collateral,
promo items
• Staff, travel, transportation

Exercise
If you had an unlimited budget,
what event would you sponsor and why?

Exercise
Using the same theme of that event,
now you only have a budget of $2,500
- what would you do?

Event Marketing
Develop contingencies for
Wild Success and Absolute Failure
• Flexibility is key
• What will you do if all or part of your idea
begins to fail before the event happens?
• What will you do if you’re wildly successful?

Event Marketing > Tie-in w/Social Media
• Reward or prize for “liking/following” you
on their phone
• Exclusive access to existing fans: meeting a
celeb, preferred parking, special promo item
• On-site experiences: Photo scavenger hunt

Event Marketing > Evaluation
• Did you meet your objectives? Why/Why not?
• Did you stay within/under budget?
• What went right/wrong?
• How well did you tie-in with other aspects of
your marketing?
• Have you followed-up with leads generated
from the event? Did it result in new business?

Experiential Marketing = Content Creation
Add to your Content Library/Strategy

Promotions
Creating an incentive for your customers to
purchase your services

“A barking dog is often more useful
than a sleeping lion.”
~ Washington Irving

Common types of sales promotions
• Discounts (Price Deals)
• Coupons
• Sweepstakes/Contests
• Buy One - Get One (BO-GO)
• Gift with Purchase (Premiums)
• Incentive / Frequent Buyer
• Holiday / Themed Promotions
• Others: In-store displays, sampling,
bundling, rebates, trade-ins, free trial/demo

More than any other element
of the marketing mix,
sales promotion is about ACTION.
It’s about stimulating customers to buy.

Sales Promotion - Definition
Media and non-media marketing pressure
applied for a predetermined, limited period of
time in order to stimulate trial, increase
consumer demand, or improve product
quality. (American Marketing Association)

Price-Value Relationship
• Every product or service has an established
perceived price or value
• Sales promotions change this price-value
relationship by increasing the value and/or
lowering the price.

Common types of sales promotions
• Discounts - lower the price
• Coupons - increase value/lower the price
• Sweepstakes/Contests - increase value
• Buy 1 / Get 1 - increase value/lower price
• Gift with Purchase - increase value
• Rewards Pgm - increase value/lower the price

What Makes Sales Promotions Different?
Compared to the other components of the
marketing mix - Advertising, Publicity, Events
- a Sales Promotion commonly:
• Operates on a shorter time line
• Uses a more rational appeal
• Returns a tangible or real value
• Fosters an immediate sale
• Contributes highly to profitability

Discounts/Price Based Promotions

Price deals are usually intended to:
• Encourage trial of a new services
• Recruit new buyers for existing services
• Convince existing customers to increase
purchases, accelerate their use or purchase
multiple units.

Ways to Implement:
• In-Store/POP Displays - Pro Shop?
• Advertising
• Direct Mail/Email
• Event
• Associations / Groups
• Referrals
• Group-buying (Groupon/Living Social/Amazon)

Coupons

Coupons - Objective
Maximize the Redemption Rate:
The proportion of customers actually using
the coupon Vs. what was distributed.
• Measure short term Vs. long term impact
• Coupon promotions are often used for new
products or to encourage sales of existing
products that are slowing down

Coupons
Distribution Methods
• Advertising: Print or Digital
• Back of receipts
• Free Standing Inserts (FSI)
• Online/Email
• Direct Mail (ex: ValPak)
• Events
• Mobile Phone

Sweepstakes & Contests
What’s the difference between a
Sweepstakes and a Contest???

Sweepstakes & Contests - What’s the
Difference?
Contest: Audience applies skill, analytical or
creative thinking to try to win a prize. Winners are
determined by judges or by which contestant
comes closest to a predetermined criteria.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

Sweepstakes & Contests - What’s the
Difference?
Sweepstakes: A promotion in which winners are
determined purely by chance.

Often create excitement and generate interest,
create great content, can go “viral,” but…
• Time consuming
• Expensive
• No guarantee of success
• Legal Issues
• Hard to accurately measure impact on sales
• Fail to build long-term loyalty

Buy One - Get One (BO-GO)

Gift With Purchase / Premium Promotions
“The prize in a cereal box”

• Commonly found with magazine subscriptions,
cigarettes, cosmetics and fragrances
• Ability to partner with affiliated brands or
products; Can you barter???

• The premium may be given for free or offered
to consumers for a significantly reduced price
• Set “purchase targets” - buy a certain
quantity or dollar amount to receive free gift
• Instant Gratification
• No confusion about returning coupons or
proof of purchase

Loyalty/Frequent Buyer Programs
Encourage and reward repeat purchases by
acknowledging each purchase made and
offering a premium as purchases accumulate
• Airlines
• Grocery Stores
• Car Wash

Loyalty/Frequent Buyer Programs
Decide what you want to accomplish:
• Reward customers for their frequency and
increased # of lessons
• Design a tiered structure that rewards active
students with privileges & special offers
• Shift the pattern of frequent student’s
behavior by offering incentives and rewards for
buying lessons on off-peak days

Resources
EventMarketer.com
ExperientialForum.com
ExperientialMarketing20.com
Meetup.com
Eventbrite.com
Promo.com
PMAlink.org Promotion Marketing Assoc

Whew! We made it!

Questions & Comments
howard@sportsandsocialchange.org
1-323-841-2267
Twitter @sportsandchange
Facebook.com/SportsandSocialChange.org
Pinterest.com/sportsandchange
Linkedin.com/howardbrodwin

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