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Marketing In Todays Economy


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Presentation made at the California Park & Rec Superintendants Convention

Published in: Business, Technology
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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: or<br />Visit<br />Follow me at<br />Call or text (951) 252-5649<br />Email –<br />Follow my events:<br />Facebook Temeculaevents, blog <br /><br />