The second webinar covers event marketing and promotion. It covers the various methods and types of event marketing, the difference between creating events and participating in previously established ones, and how to evaluate event sales promotions
5. Event Marketing and Promotions
•Events / Experiential Marketing
(aka - “Live Marketing” or “Participatory Advertising”)
•Creating your Own Events Vs. Participating
at Existing Events
•Evaluating Event Sponsorship Opportunities
7. Event Marketing and Promotions
Terminology:
Event Marketing - Direct hand-to-hand
communication, sampling or interactive
displays, targeting specific individuals or
groups at gathering spots where they hope
to make quality, individual connections.
11. Event Marketing and Promotions
Terminology:
Experiential Marketing - Creating connections
between brands and consumers in the form
of “one-to-one” or “one-to-many”
experiences that are personally relevant,
memorable, interactive & emotional, AND
lead to increased sales & brand loyalty.
14. Event Marketing and Promotions
Terminology:
Grassroots Marketing - to market your
company, products or services on a local and
a personal level, often using people to spread
the word through personal contact and
dialogue.
15. Event Marketing and Promotions
Terminology:
“Street Team” - groups of people who visit
high traffic areas to distribute information,
samples, coupons, etc.
23. Event Marketing and Promotions
Terminology:
Brand Activation - bringing a brand’s core
features or values to life through creating
experiences.
Don’t try to communicate every detail of your
brand; the purpose is to build better brand
connection, not increase sales.
27. Event Marketing and Promotions
Pros and Cons of Event/Grassroots Marketing
Pros…
• Direct communication with target audience
• Experience your brand (You!) & services
• Humanize your brand
• Gather warm leads
• Gain immediate feedback
• PR/Media exposure
28. Event Marketing and Promotions
Pros and Cons of Event/Grassroots Marketing
Cons…
• Costs: Staff & Materials (signage, displays,
booth/tent, travel & transportation, gear)
• Time
• Stress
• Measurement & Evaluation
29. Event Marketing and Promotions
Event Marketing
Your Own Event Vs. Sponsoring Events
• What are your goals?
• Are there existing events that deliver your
target market?
• Are they within your budget?
30. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
What is the reason behind it?
Have a measurable goal that everything
is geared toward accomplishing.
• Do you want to thank your existing
customers? Or attract new ones?
• Are you launching a new service and want
to create buzz among influencers?
• Are you looking to associate yourself with
something that resonates with your market?
31. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
How will you promote your event?
Create a Marketing Plan / use the tools…
• Earned Media - PR/Publicity
• Owned Media - Social Media/Email/Blog
• Paid Media - Advertising/Direct Mail
32. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
“Anyone can throw a great party,
but this isn't about throwing a party.
It's about hitting business objectives.”
• Your services and the event should intersect
in a meaningful way
• Give the audience something they weren't
expecting as long as it's “on-brand”
33. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Types of Events
• Food & Beverage
• Music
• Entertainment
• Health/Wellness
• Fashion
• Singles
• Wedding
34. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Set a Realistic Budget
• Space, power, lighting, on-site signage,
collateral placement, promo drops, speaking
opportunities
• Tent/Canopy, banners, signage, collateral,
promo items
• Staff, travel, transportation
35. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Exercise
If you had an unlimited budget,
what event would you sponsor and why?
36. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Exercise
Using the same theme of that event,
now you only have a budget of $2,500
- what would you do?
37. Event Marketing and Promotions
Event Marketing
Develop contingencies for
Wild Success and Absolute Failure
• Flexibility is key
• What will you do if all or part of your idea
begins to fail before the event happens?
• What will you do if you’re wildly successful?
38. Event Marketing and Promotions
Event Marketing > Tie-in w/Social Media
• Reward or prize for “liking/following” you
on their phone
• Exclusive access to existing fans: meeting a
celeb, preferred parking, special promo item
• On-site experiences: Photo scavenger hunt
39. Event Marketing and Promotions
Event Marketing > Evaluation
• Did you meet your objectives? Why/Why not?
• Did you stay within/under budget?
• What went right/wrong?
• How well did you tie-in with other aspects of
your marketing?
• Have you followed-up with leads generated
from the event? Did it result in new business?
40. Event Marketing and Promotions
Experiential Marketing = Content Creation
Add to your Content Library/Strategy
41. Event Marketing and Promotions
Promotions
Creating an incentive for your customers to
purchase your services
43. Event Marketing and Promotions
“A barking dog is often more useful
than a sleeping lion.”
~ Washington Irving
44. Event Marketing and Promotions
Common types of sales promotions
• Discounts (Price Deals)
• Coupons
• Sweepstakes/Contests
• Buy One - Get One (BO-GO)
• Gift with Purchase (Premiums)
• Incentive / Frequent Buyer
• Holiday / Themed Promotions
• Others: In-store displays, sampling,
bundling, rebates, trade-ins, free trial/demo
45. Event Marketing and Promotions
More than any other element
of the marketing mix,
sales promotion is about ACTION.
It’s about stimulating customers to buy.
46. Event Marketing and Promotions
Sales Promotion - Definition
Media and non-media marketing pressure
applied for a predetermined, limited period of
time in order to stimulate trial, increase
consumer demand, or improve product
quality. (American Marketing Association)
47. Event Marketing and Promotions
Price-Value Relationship
• Every product or service has an established
perceived price or value
• Sales promotions change this price-value
relationship by increasing the value and/or
lowering the price.
48. Event Marketing and Promotions
Common types of sales promotions
• Discounts - lower the price
• Coupons - increase value/lower the price
• Sweepstakes/Contests - increase value
• Buy 1 / Get 1 - increase value/lower price
• Gift with Purchase - increase value
• Rewards Pgm - increase value/lower the price
49. Event Marketing and Promotions
What Makes Sales Promotions Different?
Compared to the other components of the
marketing mix - Advertising, Publicity, Events
- a Sales Promotion commonly:
• Operates on a shorter time line
• Uses a more rational appeal
• Returns a tangible or real value
• Fosters an immediate sale
• Contributes highly to profitability
51. Event Marketing and Promotions
Discounts/Price Based Promotions
Price deals are usually intended to:
• Encourage trial of a new services
• Recruit new buyers for existing services
• Convince existing customers to increase
purchases, accelerate their use or purchase
multiple units.
52. Event Marketing and Promotions
Discounts/Price Based Promotions
Ways to Implement:
• In-Store/POP Displays - Pro Shop?
• Advertising
• Direct Mail/Email
• Event
• Associations / Groups
• Referrals
• Group-buying (Groupon/Living Social/Amazon)
54. Event Marketing and Promotions
Coupons - Objective
Maximize the Redemption Rate:
The proportion of customers actually using
the coupon Vs. what was distributed.
• Measure short term Vs. long term impact
• Coupon promotions are often used for new
products or to encourage sales of existing
products that are slowing down
55. Event Marketing and Promotions
Coupons
Distribution Methods
• Advertising: Print or Digital
• Back of receipts
• Free Standing Inserts (FSI)
• Online/Email
• Direct Mail (ex: ValPak)
• Events
• Mobile Phone
56. Event Marketing and Promotions
Sweepstakes & Contests
What’s the difference between a
Sweepstakes and a Contest???
57. Event Marketing and Promotions
Sweepstakes & Contests - What’s the
Difference?
Contest: Audience applies skill, analytical or
creative thinking to try to win a prize. Winners are
determined by judges or by which contestant
comes closest to a predetermined criteria.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
58. Event Marketing and Promotions
Sweepstakes & Contests - What’s the
Difference?
Sweepstakes: A promotion in which winners are
determined purely by chance.
60. Event Marketing and Promotions
Sweepstakes & Contests
Often create excitement and generate interest,
create great content, can go “viral,” but…
• Time consuming
• Expensive
• No guarantee of success
• Legal Issues
• Hard to accurately measure impact on sales
• Fail to build long-term loyalty
62. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
“The prize in a cereal box”
63. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
• Commonly found with magazine subscriptions,
cigarettes, cosmetics and fragrances
• Ability to partner with affiliated brands or
products; Can you barter???
64. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
• The premium may be given for free or offered
to consumers for a significantly reduced price
• Set “purchase targets” - buy a certain
quantity or dollar amount to receive free gift
• Instant Gratification
• No confusion about returning coupons or
proof of purchase
65. Event Marketing and Promotions
Loyalty/Frequent Buyer Programs
Encourage and reward repeat purchases by
acknowledging each purchase made and
offering a premium as purchases accumulate
• Airlines
• Grocery Stores
• Car Wash
66. Event Marketing and Promotions
Loyalty/Frequent Buyer Programs
Decide what you want to accomplish:
• Reward customers for their frequency and
increased # of lessons
• Design a tiered structure that rewards active
students with privileges & special offers
• Shift the pattern of frequent student’s
behavior by offering incentives and rewards for
buying lessons on off-peak days
