Penny Reeh


Published on

No Money, No Staff, No Problem

Published in: Travel, News & Politics, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Penny Reeh

  1. 1. 6/22/2010 No Money? No Staff? No Problem! Presented by: Penny C. Reeh Indigo Resource Group Fredericksburg, Texas Learning Objectives • Understand the five basic rules of resource allocation • Implement priority-based planning • Develop promotion strategies that are appropriate to your event • Learn at least 10 simple to use ideas to stretch your promotional budget Five Basic Rules of Resource Allocation 1. Accept that you cannot be all things to all people. ● Increasing competition for entertainment dollars. ● The smaller the budget, the more focused a festival must be in its approach. 1
  2. 2. 6/22/2010 Five Basic Rules of Resource Allocation 2. Know your product intimately. ● Strengths ● Weaknesses ● Opportunities ● Threats Five Basic Rules of Resource Allocation 3. Understand your customer. ● Demographic, geographic and psychographic data. ● What are their needs and expectations? ● What motivates their travel decisions? ● Who is in the travel party? Five Basic Rules of Resource Allocation 4. Cheap is good…free is better. ● Understand the pros and cons of the promotional tools at your disposal. ● Use your creativity to set you apart from the pack. ● Learn from the big boys, then do it leaner and meaner. ● Look around for dance partners. 2
  3. 3. 6/22/2010 Five Basic Rules of Resource Allocation 5. Only commit to what yields results. ● Do not tolerate any sacred cows. ● Break the “But we’ve always done it that way” mentality. ● There is no such thing as mistakes, only lessons learned. ● If it works improve it. If it doesn’t work, fix it or ditch it. Understanding the Pros and Cons of Promotional Vehicles • Advertising – Print and electronic • Direct Mail • Internet • Publicity/Media Relations • Word of Mouth Advantages of Advertising • Ability to reach large, but targeted audiences • Chance to demonstrate your event • Control of the message – You say what, to whom, how often and in what way 3
  4. 4. 6/22/2010 The Rules of Advertising Have Changed TELEVISION • Declining viewership in certain groups • Channel fragmentation • TiVo • Programming challenges The Rules of Advertising Have Changed RADIO • Channel fragmentation • Satellite Radio/iPod • Frequency needed to effectively deliver the message The Rules of Advertising Have Changed NEWSPAPER • Declining readership • Competition from online news sources • Local/regional newspapers may be the exception for festivals 4
  5. 5. 6/22/2010 The Rules of Advertising Have Changed MAGAZINE • Micro-niche formula • Competition from online news sources The Rules of Advertising Have Changed ADDITIONAL CHALLENGES • Learning to talk to younger consumers. • Shifting demographic populations. • Growing wariness of advertising in general. How do I pick the right advertising venues for my product? • Compare the readership or viewership to what you know about your customer. • Talk to other advertisers. • Evaluate the editorial content of the publication/show. • Test the source with a smaller “buy”. • Track advertising response and conversion. 5
  6. 6. 6/22/2010 Meet them and understand them. Understand how media sources differ. • Television • Radio • Newspaper • Magazine • Travel Writer • E-zine Meet them and understand them. Learn their preference and formats. • Read, watch and listen • Focus on what the media covers • Focus on “their” causes (Fans 4 San Antonio) • Editorial trends • Who advertises Meet them and understand them. Actively build relationships. • Join broadcast and/or press associations • Invite the media to participate in your event • Get involved in their events 6
  7. 7. 6/22/2010 Understand their culture. • Deadlines, rating, time, space, sales and plenty of stress are a way of life • Scandal, death, war, crime, life….and celebrations….fit the bill • Pitching stories can be a home run or strike out • Not all reporters are created equal (learn who writes or reports about what) Getting your message ready. • Is your story unique? • Is your story timely? • Can it be tied to a current trend? • Is there a way to localize the story? • Is there a visual element? Getting your message ready. Develop multiple story angles. • Financial/ • Food/wine economic impact • Home and Garden • Lifestyle • Entertainment • Human Interest • Education • Environment • Technology • Sports • Calendars 7
  8. 8. 6/22/2010 Pack your toolkit. Websites are essential. ▫ Include your URL on everything ▫ Create a media vault ▫ Virtual media room – access to images, press credentials, news release archive, fact sheet, etc. Getting your message ready. Telling your story. ▫ Timing is everything. Take advantage of slow news days. (Elvis turkey and trial stories) ▫ Think visual – even for radio and newspaper – and package everything the media needs to just show up and report ▫ Make a list of everything you think a reporter may ask you (especially anything controversial) ▫ Be available. This can make you a reporter’s best friend. Contact the media. • Communicate on a routine basis ▫ Learn their preferred method of receiving information (phone, fax, email, regular mail) ▫ Conduct media blitzes ▫ Offer media vault services 8
  9. 9. 6/22/2010 Capturing attention. • Appeal to the tummy (reporters never turn down food) • Do something unusual, even crazy • Provide an “at ease” spokesperson • Understand the potential pitfalls of a celebrity spokesperson • You are there to promote, but don’t oversell • Deliver what you promise Does your website do enough? • Is it continuously updated? • Does it periodically change looks? • Is it intuitive? • Is there an interactive element? • Can you buy stuff? • Is it search engine optimized? • Is it fun? Social Media Outlets. Embrace or be left behind. 9
  10. 10. 6/22/2010 It’s really all about conversation. Begin With Strategy Developing a social media strategy. Source: AMA Social Media Boot Camp 10
  11. 11. 6/22/2010 Developing a social media strategy. Source: AMA Social Media Boot Camp Developing a social media strategy. Six Step Plan • Outline your objectives • Define your audience • Choose the best social channels • Integrate it into current program • Tie into metrics • Implementation Social Networking Sites 11
  12. 12. 6/22/2010 Some Facebook statistics. • If Facebook were a country, it would be the eighth most populated in the world. • More than 400 million users, half of which use Facebook daily. • 70% of users are outside the US • Fastest growing demographic of users is 35+ • Average user spends more than 55 minutes/day on the site • More than 20 million people become fans of pages daily. Content is still king. Add engaging features. 12
  13. 13. 6/22/2010 Video/Photo Sharing • Passed 100 million viewers in March 2009 • Forbes estimates YouTube generates more than a billion views a day • Ad Age reports 15 hours of video are being uploaded every minute of the day • Beware of copyright issues • Take steps to monitor and enforce content Add engaging features. Pricing starts at $5/campaign, plus 99 cents/day Parting thoughts. • Think about policy issues and potential legal matters. •Transparency is a must. •Social media is not an island, it is another tool in our marketing mix. 13
  14. 14. 6/22/2010 Mobile Marketing Mobile statistics. 305 Million people 267 million have 115 mobile million phones have 49.7 mobile million use mobile web web daily Source: Nielsen Mobile (12/09) What makes mobile superior? Traditional Usage Mobile Usage 7a.m. - 9 a.m. Newspaper and radio 9 a.m. – 5 p.m. 24/7 Internet and Radio 5 p.m. – 7 p.m. Radio 7 p.m. – 11 p.m. Television 14
  15. 15. 6/22/2010 How do festivals use mobile. SMS (short message service) • Sends message directly to user • Delivery is guaranteed since it is a premium service and payment is made to carriers for each message delivered. • Can be scheduled and precisely tracked. • Weblinks and offers can be embedded. • Open rates typically exceed 90%. How do festivals use mobile. SMPT (Simple Mail Transfer Protocol) • Basically sending email through a SMS gateway. • Free. But since it is free, messages are sent when traffic allows. • Not guaranteed. • Hard to track. How do festivals use mobile. Proximity Bluetooth Messaging • Hardware that automatically sends a message to any bluetooth-enabled device within 300 feet. • Can be used to offer coupons, general info, directions to the venue, schedule, etc. 15
  16. 16. 6/22/2010 What’s coming? Mobile Optimized Websites • Sites especially designed for smart phones to load content more smoothly. • Expected to increase in popularity over the next 36 months. What’s coming? MMS (Multimedia Messaging Service) • Video based messages with guaranteed delivery. • Tech sources predict technology and bandwidth improvements will be in place by 3Q of 2010 to make this a more common delivery model. What’s coming? Augmented Reality • Will allow smart phone cameras to be aimed at a 2D barcode and produce a 3D image. • Predictions place this technology in the marketplace in roughly 18 months. 16
  17. 17. 6/22/2010 E-Mail Marketing Email made easy. Distribute & track, plus cool add-ons. Pricing starts at $15/mo. Initial set-up fee (based on features enabled) + fee per email delivered Email made easy. Microsoft Publisher • Allows WYSIWYG design • Easy to embed links and graphics • Integrates with Outlook address book functions 17
  18. 18. 6/22/2010 Always remember… Not-for-profit is a tax status, not a business plan. Stay In Touch! Penny C. Reeh Indigo Resource Group P.O. Box 1025 Fredericksburg, Texas 78624 830.990.0180 18