Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing In Todays Economy

762 views

Published on

Presentation made at the California Park & Rec Superintendants Convention

Published in: Business, Technology
  • Be the first to comment

Marketing In Todays Economy

  1. 1. Marketing In Today’s Economyand a virtual revolution<br />
  2. 2. Melody’s Ad Works, Inc.<br />Melody Brunsting President<br />21 Years in business<br />15 Years promoting the Temecula Valley Balloon & Wine Festival<br />11 Years Producing & Promoting events in Old Town Temecula<br />Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau<br />Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card<br />Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card.<br />
  3. 3. Did You Feel It? A Revolution.<br />Media Consolidation, Elimination, Mergers<br />Less viewers, less readers, less opportunities<br />Radio reduced available airtimes<br />Reduced Audience, PPM vs.. Diary<br />Television More Choices – Niche Markets<br />Youtube Generation<br />Less Money for Sponsoring Non-profits & Events<br />Scramble to Catch the Social Networking Wave<br />
  4. 4. And what about you? <br />Budget cuts on advertising & marketing<br />Budget cuts on entertainment – reduced value<br />Recession causing reduced ticket sales<br />Reduced revenue per event guest<br />Reduced available sponsorship dollars<br />Reduced perceived value of event in sponsor’s eyes.<br />
  5. 5. Good News? <br />Social Networking is Free<br />Traditional Media Rate Drops<br />Production Costs have Dropped<br />Packaging with media includes social media, links, streaming, texting and other tech methods for reaching audience<br />Entertainment and family events remain strong in a recession<br />
  6. 6. How Can Your Event Win? <br />Maintain Good Family Entertainment Value<br />Add More “Experience” to the Event<br />Bundle and Unbundle Ticket Options<br />Bundle to reduce the cost per person over a weekend<br />Unbundle to pull more to one venue or day allowing customer to add-on only what they want.<br />
  7. 7. How Can Your Event Win? <br />Start Negotiating Early with Media<br />Leverage what you have with what they need<br />(You have an audience - Loyal demographic)<br />Added Value with All Media<br />Contests that capture email addresses<br />Contests that capture fans & followers<br />
  8. 8. How Can Your Event Win<br />Web presence on Media site that includes<br />Streaming<br />Banner<br />Links<br />Text campaigns<br />Lower Prices with Media<br />Cable versus bundled media (Fios, Att, TimeWarner)<br />Radio Air Time<br />Shorten your spot … maximize frequency<br />
  9. 9. LEVERAGE<br />Partner with Broadcast Media & Sponsors<br />Partner with CVB and Tourism Industry <br />Enlist Marketing Support of Participants<br />Artist, Bands, Performers fan lists/pages<br />Interviews<br />Partner/Promotion at Schools<br />Broadcast media 2-3 weeks prior to event<br />Ticket giveaways 3 weeks prior to event<br />
  10. 10. Leverage All With Social Media <br />E-blasts and social networking<br />Value Sponsor Participation in E-blasts & Social Network Links<br />Games, Programs and Apps for that<br />Blog, Twitter, Facebook & Ping<br />Delicious, Street Mavens, Discus<br />
  11. 11. Incorporate SEO Tactics<br />Press Releases<br />Online New Room<br />Letters to the editor<br />Media Kits<br />Newsletters<br />Blogs<br />E-blasts<br />
  12. 12. Press Release SEO<br />Include Keywords and Phrases in all Press Releases<br />Include Links to pertinent websites<br />Boiler Plate<br />At end of press release with basic date, contact info, website info.<br />Extra Contacts & Links:<br />Include Video, Blog, Facebook, Wiki, and Twitter links<br />
  13. 13. Get The Word Out!<br />Consider using PR Web or PR Newswire at least once.<br />Refine Contact List – (Subscribe to contact list, or quarterly updates)<br />Give ‘Em What They Want & Need<br />Press/Photos/contacts, EPK and b-roll, video, audio.<br />Utilize All Available Pertinent Outlets & Contacts<br />Don’t Sell Ice to Eskimos<br />
  14. 14. Publicity dos and don’ts<br />Do not over keyword or link<br />Do not send local news to major networks<br />Do not send travel info to business trades<br />Do not call, pitch, then send poorly written press release<br />Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN<br />
  15. 15. Dos and Don’ts<br />Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience<br />Do create separate press releases for different media genre<br />Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links.<br />Do proofread, re-read, proof read and post in online press kit<br />Do revise, shorten and post on blogs<br />Do include photos, photo CD or links/contacts for photos<br />
  16. 16. Stunts & Visuals<br />
  17. 17.
  18. 18. Bungee Bob<br />
  19. 19. New Event<br />Temecula Grape Drop<br />New Year’s Eve<br />First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening.<br />Yes this year 2010<br />
  20. 20. For More Information<br />Fill out form and mark what hand outs you want emailed.<br />Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com<br />Visit www.Melodysadworks.com<br />Follow me at twitter.com/melsprwrks<br />Call or text (951) 252-5649<br />Email – Melody@temeculacalifornia.com<br />Follow my events: Twitter.com/SocalWineCntry<br />Facebook Temeculaevents, blog Temeculaevents.wordpress.com <br />Slideshare.net<br />

×