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Mktg customer-driven promotions

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  • 1. CUSTOMER-DRIVEN EVENTS AND PROMOTIONS A 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
  • 2. 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
  • 3. 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?
  • 4. Lay the Groundwork
    • 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 your customer!
    • Conduct local research (i.e. exit surveys and focus groups)
    Do Research Identify Your Target Market BE CREATIVE!
  • 5. 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?
  • 6. 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 non-verbal aspects of the message
      • Images, graphics, fonts should relate to your overall theme, message, and audience for the maximum effect
  • 7. 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…
  • 8. Customers Are Engaged Online
      • 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
  • 9. 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.
  • 10. 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 7 people about The Wizarding World of Harry Potter.
    • … and those 7 people told tens of thousands