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