HKBU Festive Lecture 6 - publicity and marketing for festive events

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  • 1. Festive Event Management Subject Code: CEM4103 Lecture 6Publicity & Marketing for Festive Events Developed & Presented by : Roy Ying Note: Pictures used in this power point file is for academic Purpose only
  • 2. Tools in Festive Event Publicity & Marketing• Analysis of target audience community• Traditional mass media – Media agency vs media contacts• New online / social media• Pre-event activities
  • 3. Target audienceIt’s the “who” in event marketing• Age group - media consumption behaviour – Question: what is the main difference between a teenager and a retiree?• Income group – presentation, message and communication medium – Question: If you a wine seller, what message (and where) would you want to market to a group of millionaires? Would it be the same for a group of budget-conscious house wives?
  • 4. Target audience• Place of residence – traveling behavior. Although HK is small, commuting time is still an issue, and it’s relevant to marketing plan – Question: where would you want to place outdoor media if your festival is held in Shatin?
  • 5. DiscussionShatin Lantern Festival- Who would go?- Who would not go?- Who’s their target?- How to attract target audience’s attention?
  • 6. Discussion• This the case of Sha Tin Festival, the identification of target audience can be as simple as: – Local community – Fans of artists – People associated with the sponsors and supporting organizations
  • 7. Discussion• With target audience identified, what should be the communication medium? – Mass media – Leverage on artists’ popularity – Communication channels via sponsors and supporting organizations – Local community support
  • 8. CASE STUDY 1 It’s a GRAPE Love Affair
  • 9. •52% between 36 to 55;•60% household incomeover $76,000•34% household incomeover $100,000•36% reside in the Los Angeles/Orange County DMA•38% reside in RiversideCounty•13% reside in San DiegoCounty
  • 10. Observation: It looks like a fairly evenly distributeddemographics.Question: What communication strategymarketers need to deploy to reach out to all targetaudience?
  • 11. Observation: 60% of target attendance falls withinthe income range of USD76,000 to USD125,000. USDQuestion: How does it affect the communicationstrategy?
  • 12. What is Traditional Media?
  • 13. Still main stream• Although new media has emerged to be a very important communication channels, events are still heavily promoted via traditional media…
  • 14. From Temecula ValleyCase Study Print 68.6 million impressions. Appeared in 30 publications – 13 Magazines including Westways – 17 Newspapers including • Los Angeles Times, • Orange County Register, • San Diego Union Tribune
  • 15. Five televisionshows • Channel 6 Ruben Galvan (San Diego) • Channel 5 Gayle Anderson (Los Angeles) • PBS California Life With Heather Dawson • Pilot show with news anchor Jane Monreal “See Jane Run” • Broadcast spots highlighting Festival on NBC, Los Angeles • Broadcast spots highlighting Festival on ABC, Los Angeles • Broadcast spots highlighting Festival on ABC, San Diego • Wealth TV – Cable in San Diego
  • 16. 2,250 inches of Printedpublicity in newspapers,periodicals and magazines.More than doubled our printimpressions over theprevious year.NC TIMES & Californian 4page insert prior to theFestival and 3 page reviewafter eventFRONT COVER on Press-Enterprise EntertainmentInsert week of FestivalFRONT COVER on NC TimesEntertainment Insert week ofEventFRONT COVER and 4 pagepull out in NEIGHBORSNEWSPAPER June editionFull page color cover of eventin Jurupa, Colton and LomaLinda News
  • 17. What is new media? • Is this what you think as new media?Quick question: Which ones are not available in China?
  • 18. Let’s look at some data
  • 19. Let’s look at some more data• From a survey by HKAIM – 90% have used social media in past 6 months – 56% of them have 3-5 accounts – Types of accounts: • Social network • Instant messaging • Video sharing • Internet forum • Blogging – 46% spend 1-3 hours a day, 39% spend less than 1 hour a day, and 5% spend more than 6 hours a day
  • 20. Comparison among marketing tools -- from HKAIM survey
  • 21. Meaning for Festive Marketers?• If your audience can be reached online via these social media platforms, what should you as a festive event marketer be doing?• Let’s look at the Case Study…..What they have done in 2009 vis-à-vis 2010
  • 22. RADIO TELEVISION 94.7 The Wave Time Warner in Southwest 95.5 Klos Riverside K-earth 101 Orange County KOST FM North San Diego KNX 1070Melinda Lee Endorsement FIOS/Verizon Cable in Go-Country Inland Empire Kfrog 95.1 & 92.9 Orange County KOLA 99.9 FM Los Angeles KATY Radio Q103 NETWORKS USED FOOD Smooth Jazz A&E KYZY TRAVEL KSON USA KIFM TNT CNN PRINT CMT North County LIFETIME Times/Californian Neighbors BILLBOARD Valley Business Journal INTERNET OC Digest
  • 23. SOCIAL MEDIA CAMPAIGNUtilizing •Facebook •Twitter •Blip •Youtube •Ping •4-Square •Selected Radio StationsDesigned to Drive Fans, Followers & Guests: •To Sponsors place of Business •Sign up as a fan, follower for future communications •Develop Buzz about Festival before advertising
  • 24. Pre-event Activities• Give your target audience plenty of time to “get to know” your festival• The audience to your pre-event activities can give you an indication of how successful your festival will become• Use the media wisely to anchor more coverage so to create a higher level of event awareness among your target audience
  • 25. This is a competition held priorto the Festival so to createpublic awareness for the winewho took part in this event. Guest Judge from KTIE 590 “Let’s Dine Out” Allan Borgan Plus judges from: • Temecula Creek Inn • Pechanga Resort & Casino Winners were announced • E-blast • Californian • Neighbors Newspaper • KTIE 590 Radio • KTLA-5 - Television News • San Diego 6 – Television News • At Festival • In Press-Kits given to media attending event
  • 26. Agenda• Tools in festive event marketing• Steps in strategic publicity process – Pre-event publicity preparation – Selection of themes to be promoted – Publication of program book
  • 27. Steps in strategic festive publicity• Event logo / visual • Local tourism agency• Theme message • Sponsors • Posters, banners and• Festive event signage website • Database for direct• SEO marketing purpose• Social networking • Program book• Press • Day one publicity – Advertising – Spokesperson – Pre-event activities
  • 28. Steps in strategic festive publicity• Event logo / visual – necessary if this event is to be held periodically. Logo becomes an extension of the festival• Theme message – sometimes can be referred to the “tag line” of an event. Eg.
  • 29. Steps in strategic festive publicity• Selection of theme message – It does not have to be very fancy – A simple event highlight can do, but it should be as unique and relevant as possible – Media needs a headline to publish your news – Audience needs remember what is the reason for coming to your festival – Sponsors needs a reason to pay money to be associated with your event
  • 30. Steps in strategic festive publicity• Festive event website – What are the key elements in a festive event website? • Festive event background / history / FAQ • Feature activities / program rundown • Ticketing information / discounts • Venue location / dates / opening hours / traffic • Promotions / video / photo galleries • Sponsors’ links • Exhibitor (if applicable) corner • Contact information (general / media) • Relevant festival’s exchange links
  • 31. Example – HK Asian Film Festival
  • 32. Steps in strategic festive publicity• SEO – search engine optimization• There is no short cut to elevate your search engine ranking. The following are keys to success: – Build content to generate user experience – Keywords (make sure they are current) – Provide glossary in your festival – Provide FAQ – Exchange links to other festivals or partners – Festival discussion forum – Video content / photo galleries / download area
  • 33. Steps in strategic festive publicity• Social networking
  • 34. Steps in strategic festive publicity• Press – most festive events target at the general public. Mass media (i.e., traditional media) is very important. – Some advertising, but should be targeted (and to satisfy sponsors) – Spokesperson is recommended for hosting of pre-event activities or media interviews – Pre-event activities can serve as an early alert to your target audience
  • 35. Steps in strategic festive publicity• Local tourism agency – they can be your ally in drawing overseas visitors – The following are not even co-organized by the HKTB, but they are heavily promoted in overseas market by HKTB
  • 36. Steps in strategic festive publicity• Sponsors – apart from financial contribution, they also add to the publicity of your event
  • 37. Steps in strategic festive publicity• Posters – for pre-event marketing purposes. Usually they are placed in outlets where your tickets are sold or in offices of your partners• Banners and signage – onsite event collaterals for branding, and fulfill sponsors’ entitlements
  • 38. Steps in strategic festive publicity• Database for direct marketing purpose – Common sources of database • Past visitors to your festival • Your festive event partners’ contacts – Members of associations or clubs – Subscribers of magazines – Uses of online portals • People who have registered with your festive event’s websites• Next step is to design a “call for action” e- mail campaign to encourage attendance
  • 39. Steps in strategic festive publicity• Program book – It’s a useful tool for: – Serving as a prime location for sponsor’s messages – An informative reference for visitors, which helps alleviate pressure on info counters – Advertisement for future events by organizer – A potential revenue generator (i.e., coupons) – Update on event rundown – Useful contacts
  • 40. Steps in strategic festive publicity• Day one publicity – Most cultural events last only one day, it is important to generate media interest on the event day – For commercial festive events, they usually last a few days (i.e., film festival, food & wine festival). Day one is most important.
  • 41. Steps in strategic festive publicity• Notes in press release – Press releases ought to be balanced with organizers, co-organizers, sponsors and event highlights.
  • 42. Steps in strategic festive publicity• Reporting of media success
  • 43. Class Exercise• Suppose you need to produce a festive brochure to be handed out to each attendee to the festive event that you are working on for the group project, how would you plan the table of content?• Please nominate a representative from your team to present in front of other classmates.