5 steps to kick your marketing into high gear

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  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Think about how your current website. How did it come to fruition? How does it work for you? I’m betting you have a guy. He loves your fair. He might even be a relative of someone on your board. He may do websites all over town.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • 5 steps to kick your marketing into high gear

    1. 1. 5 STEPS TO KICK YOUR MARKETING INTO GEAR
    2. 2. PRESENTER KENDRA WRIGHT President, Saffire Events• First job – Event manager for non-profit• Began working at Fortune 1000 company in 1995 o Accidentally started building websites• Started own company in 1998 o One woman show
    3. 3. SAFFIRE CLIENTS
    4. 4. SAFFIRE CLIENTS
    5. 5. SAFFIRE ASSOCIATION PARTNERS
    6. 6. OUR GOALTo give events a beautiful, branded online presence they can manage themselves.
    7. 7. THE ALTERNATIVE
    8. 8. WHAT WILL YOU SAY? 1. Determine your target audiences
    9. 9. YOUR TARGET AUDIENCETeenagersFamiliesMomsGroupsGrandparentsOther audiences – Military, etc.
    10. 10. WHAT WILL YOU SAY?2. Get your team together -make sure to include all audiences
    11. 11. WHAT WILL YOU SAY?• This could be one meeting or more than one.• Offer free tickets, t-shirt and/or food.• (no more bullets)
    12. 12. WHAT WILL YOU SAY?3. Brainstorm all the reasons people come to your event
    13. 13. WHAT WILL YOU SAY?• What is your favorite memory of the fair?• How did you hear about the fair the last time you went, what made you want to go?• What was your favorite thing, and was it what you thought it would be?
    14. 14. WHAT WILL YOU SAY?Sometimes conflicting reasons:Teenagers – HipGrandparents – TraditionMoms – BargainsGroups – Organized connection
    15. 15. WHAT WILL YOU SAY? 4. Come up with topics for all these reasons
    16. 16. WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear • Relentlessly focus on what makes you your most revenue or what you feel like drives revenue 2. What people want to hear • Contests, promotions, wild & wacky, behind the scenes (more later)
    17. 17. CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t self-promotional1/3 interact with people
    18. 18. WHAT WILL YOU SAY?5. List all the places you’ll say it.
    19. 19. WHERE WILL YOU SAY IT?WebsiteMobileEmailFacebookBlog These are in roughYouTube priority order.TwitterPinterestFlickr
    20. 20. WHAT TOOLS DO I USE?Website – Current provider (or Saffire)Mobile – Same provider (or Saffire)Email – Constant Contact, Mail Chimp,SaffireMailFacebook – BufferApp.comBlog – Wordpress.comYouTubeTwitter – BufferApp.com (with Facebook)InstagramPinterestFlickr
    21. 21. CREATE AN EDITORIAL CALENDAR
    22. 22. CREATE AN EDITORIAL CALENDAR www.saffireevents.com/calendar
    23. 23. DEEP THOUGHT… Ask questions that get peopleto talk about themselves in relation to your event
    24. 24. GRAB THEIR ATTENTION• Consider funny – tweets from mascot, etc.• Personal/human interest stories get a lot of hits• Posts with photos get more views! Think about what YOUR AUDIENCE would want to click!
    25. 25. MAKE PEOPLE FEEL LIKE INSIDERS • Be the first to know about X via social media! • See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long-term followers.
    26. 26. MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload Photos and video are naturally VIRAL and give you more event photos!
    27. 27. GET PEOPLE TALKINGShow live tweets on concert side screensHave a vote or quiz • Answer on text, app, QR code, etc.
    28. 28. CONTESTS WITH PUBLICITY BONUS Have a contest for front row concert seats • Text, tweet or post on FB page NOW = publicity Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
    29. 29. CONTESTS WITH PUBLICITY BONUS Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
    30. 30. THANK YOUAny questions?

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