Transcript of "Customer driven promotions session 04 1 (2)"
CUSTOMER-DRIVEN EVENTSAND PROMOTIONSA shift in thinking…customers ARE more involved in the products/SERVICES YOU PROVIDE<br />Robin Hovey-Stapp, Senior Marketing Coordinator<br />Amy Leon, Senior Marketing/Events Coordinator <br />Erin Holley, Marketing Coordinator/Events<br />
Why Develop a Promotion/Event?<br />Promotional activities are designed to inform, persuade, or remind the market of what we offer and our products and ultimately to influence consumers' feelings, beliefs, and behavior. <br />A successful promotion/event program should include all the communication tools that can deliver a message to a target audience. <br />A promotion program should include five components: advertising, sales promotion, public relations, sales force, and direct marketing.<br />60% of US Consumers have purchased a brand due to a promotion.*<br />80% of online consumers have entered a sweepstakes.**<br />82% of consumers will provide personal information in exchange for a chance to win.***<br />*IMI International **eMarketer ***Jupiter Research: Online Privacy Report<br />
Establish Your Objectives<br />Who you are trying to reach?<br />What do you want to accomplish? <br />What do you want people to do because of your promotion/event? (i.e. increase participation by 10%, increase sales by 15%, etc.)<br />How much time will it take to accomplish your objectives?<br />
Lay the Groundwork<br />Do Research Identify Your Target Market BE CREATIVE!<br />Use available resources (i.e. ESRI, Leisure Market Survey, Survey of Army Families, demographic data, FAMS database, sales data from local AAFES/DeCA, RecTrac, mwrbrandcentral.com, etc.)<br />Research and identify popular trends.<br />Know who your customer is!<br />Conduct local research (i.e. exit surveys and focus groups.)<br />
Develop a Plan and Theme<br />A promotion/event plan outlines the strategy, promotional tools or tactics you plan to use to accomplish your marketing objectives. <br />Need to identify the promotional/event tactics.<br />Project costs<br />How will your promotion/event tactics support your marketing objectives?<br />
Develop Your Messages<br />Less is more. Focus on your call to action.<br />Target messages that speak to your audience and are consistent.<br />Pay close attention to the nonverbal aspects of the message. <br />Images, graphics, fonts should relate to your overall theme, message, and audience for the maximum effect. <br />
Choose Your Delivery System <br />Formal delivery system vs informal delivery system<br />Customers are spending less time in “traditional media” (Radio usage is down 19%, TV viewing is down 33%, and newspaper/magazine readership is down 30%) – Arbitron Research: internet and multimedia study<br />…and more time here…<br />
Customers Are Engaged Online<br /><ul><li>Digital Consumers are shifting from passive shoppers to active brand participants</li></ul>200 million US consumers have shopped online – over 875 million worldwide***<br />36 million download music or videos*<br />40 million browse the web from their mobile phone**<br />50 million have created online content*<br />95 million participate in online Contests & Sweepstakes<br />110 million participate in Social Networks*<br />U.S. Social Network usage* (All Adults - 35%, Adults 18-24 - 75%)<br />* Pew Internet and American Life **Nielson Mobile Study ***ComScore ****NY Times E-Commerce Report<br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&NR=1<br />
Evaluate, Evaluate, Evaluate<br />Measure and evaluate the success of the promotion/event. Conduct customer feedback surveys and after action reports!<br />FMWRC Promotion Result Examples:<br />2010 Texas Hold’em promotion provided 101 additional nights to sell food and beverage at garrison facilities.<br />Approximately half of all garrisons that participated in Texas Hold’em stated more than 50% of the participants were new customers<br />2010 Operation Rising Star reports indicated an average increase of 18% in daily revenue compared to 2009 results. <br />Eighty-seven percent of garrisons reported that the Operation Rising Star Program is either valuable or very valuable in its ability to increase morale.<br />The 2010 www.Oprisingstar.com webpage increased views by 40,768 over 2009. <br />
Case Study<br />Imagine you’re the head of marketing at a theme park, and you’re charged with announcing a major new attraction. What would you do?<br />Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort, told 7people about the TheWizarding World of Harry Potter.<br />…and those 7 people told tens of thousands<br />
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