Developing award winning marketing strategies are great if you have a strong brand and the support of an international creative agency. If you're a small event or festival...with next to no marketing budget what can you do? Here's some simple hints from a recent presentation at the Queensland Regional Events Conference staged in Mackay, Australia (you may be already using some of these hints, but hope they help :).

1. Secrets To An Award
Winning Marketing
Strategy for Events!

2. Guess what…

3. There are no secrets…

4. It’s like baking a cake

5. Combining
the right ingredients
in the right quantities
or you can end up with…

7. STEPS FOR WRITING AN AWARD
WINNING MARKETING STRATEGY
Product
Place
NAME
Price
DATE
CONTACT – WEBSITE, MAYBE PHONE
Promotion

8. IF IT WAS THAT SIMPLE
WE’D ALL BE RICH
CONTACT – WEBSITE, MAYBE PHONE

9. It’s about getting
enough people,
spending enough money
and loving your event
so much – they come back
next year and bring more
friends

10. in a world of clutter

11. it’s hard to stand out

12. why were you created?

13. why do you exist?

14. understanding why you were created
and why you exist helps you focus

15. What’s your theme?
What’s your brand?
If you can’t afford a big advertising firm to help you develop your brand,
here’s some hints + techniques to develop with your event team..

16. If you were a band
…who would you be?

21. what colour are you?

23. DIFFERENT (beware of biggest & best)

24. Ballet anywhere
Ballet in the tropics

25. Running Events
Port Stephens Running Festival

29. KEY MESSAGES
NAME
DATE
NAME
WEBSITE
DATE
CONTAC1T0 – WWOERBSDISTE O, MRA LYEBSE SP HONE
( what makes you genuinely different)

39. GREAT images
+
key message
+
call-to-action

41. IMAGE GALLERIES
Regional Tourism Organisation
Tourism + Events Queensland
http://teq.lookat.me.com.au/
Tourism Australia
http://www.images.australia.com/

42. Push Marketing
Leverage The Network
Local & Regional Visitor Centres
Regional Tourism Organisation
Tourism + Events Queensland
Tourism Australia

45. DOonn’t lfionrgeet oCnlianel ecanledndeerrss - ATDW

47. Story Angle – Press Example
2013 National Left Handed Golf Tournament
secured by Northern NSW chapter
x National golf championship
x Held in every major town – Lismore, Byron
Bay, Ballina, – spread economic benefit
x Supported by local businesses

48.  There’s a national association
for left handed golfers

49. When pitching to media
put yourself in their shoes

50. TV
Visual – happening all the time
High cost of travel to event
Often aired after the event

51. Magazines
• Quality images
• Personalised angle
• Lifestyle /people angle
• Behind the scenes

52. “Online billboard”
• One Image
• 25 – 50 words
Digital

55. “Simplicity + consistency
is KING for cut-through!”

60. Website Tiles

62. CAMPING

63. Email Footers…with dates

64. “Space filler”

65. Direct Mail
• Dignitaries/VIPs
• Local council, VICs, RTO, TEQ, TA
• Media
• ANYONE you meet who shows an interest

66. Italian festival Special Interest Clubs

67. Digital + Social Media

70. NO SHINY MARKETING TEAM?

71. Involve your volunteers, stall holders,
performers, suppliers and
visitors in the marketing

72. Create photographic & ‘selfie’
opportunities at the event

73. Make them the stars!

74. What if all your event community sent a
personalised postcard?

75. Volunteering

76. Emotional Connection

77. My secrets
Learn by experience
Listen to your customers
Get the mix right
Network with your neighbours
Understand it’s not just marketing

78. Thank you!