Tricks of the trade for successfully promoting your event


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This presentation teaches you the basic of successfully promoting your events be it Tradeshow or Conference

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Tricks of the trade for successfully promoting your event

  1. 1. Tricks of the Trade for Successfully Promoting Your Event
  2. 2. What Type of Event Do You Have?
  3. 3. STP
  4. 4. Market Segmentation Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.(Kotler) STP
  5. 5. Segmenting Consumer Market•Geographical segmentation•Demographic segmentation -Most popular segmentation•Psychographic segmentation -Lifestyle, social class, and personality-based segmentation•Behavioral segmentation (Kotler) STP
  6. 6. Segmenting Business Market•Demographic segmentation Industry, company size, location•Operating variables Technology, usage status, customer capabilities•Purchasing approaches•Situational factors Urgency, specific application, size of order•Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty (Kotler) STP
  7. 7. Target Market Consists of a set of buyers who share common needs or characteristics that the company decides to serve(Kotler) STP
  8. 8. Selecting Target Market Segments •Undifferentiated (mass) marketing •Differentiated (segmented) marketing •Concentrated (niche) marketing •Micromarketing (local or individual) (Kotler) STP
  9. 9. Positioning: •The place the product occupies in consumers’ minds relative to competing products. •Typically defined by consumers on the basis of important attributes. (Jack Trout/Al Ries) STP
  10. 10. Choosing a Positioning StrategyIdentifying Possible Competitive AdvantageDifferentiation Can Be Based on: •Products •Services •Channels •People •Image STP
  11. 11. Magnitude
  12. 12. AIDA
  13. 13. AIDA
  14. 14. Product: Event Price PlaceSelling /Telemarketing PROMOTION PeopleAdvertising ProcessDirect MarketingPublicity and PRSponsorship/Road shows MarketingPackagingWord of Mouth MixEmail MarketingSocial MediaPROMOTION MIX
  15. 15. AdvertisingPublicity and PRPackagingSocial MediaDirect MarketingSponsorship/RoadshowsWord of MouthEmail MarketingSelling/Telemarketing Awareness Interest Desire Action
  16. 16. Promotion Tool August September October NovemberPackagingWebsitePublicity and PRPrint Display Ad – Manila BulletinDirect MarketingSponsorship/Road showsWord of MouthEmail MarketingSocial MediaSelling /Telemarketing Promotion Plan
  17. 17. Case Study 1
  18. 18. Marketing Segment Industry Target CRM, Loyalty Market Dept., CMO Winning CustomerPositioning is Good, Keeping them BestMagnitude Metro Manila
  19. 19. Direct Mail Road Shows Email ExhibitionMarketingTelemarketing Facebook Print Blog
  20. 20. Case Study 2
  21. 21. Tourism Segment Industry Target PCO, PEO, Hotel, Market Venues, DMC The LeadingPositioning Institution for the M.I.C.E. IndustryMagnitude Philippines
  22. 22. Email Word ofMarketing Mouth Tele FacebookMarketing Print
  23. 23. 3 Lessons in Promotion
  24. 24. Be a Purple Cow
  25. 25. Look for Your Own Blue Ocean
  26. 26. The Greater the Fit,The Greater the Results
  27. 27. www.exlinkeventsblog.com
  28. 28. Orly Ballesteros is the current ChiefOperations Officer of Exlinkevents– a Professional Convention ,Exhibition and Events Organizer inthe Philippines.His current passion is Instagram,sharing stories with his kids aboutbooks they finished reading, andstrolling with his wife in the mall.