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Event Marketing Basics


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Presentation to CoP Facilitators on Event Marketing Basics

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Event Marketing Basics

  1. 1. Event Marketing BasicsSukhi Ghuman and Michael Wong
  2. 2. Overview• Marketing basics• Things to consider: purpose, audience, tone• Things to keep in mind when planning your session• Ways to communicate to your audience• Introduction to social media
  3. 3. What is Marketing?Marketing is: “Creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” - American Marketing Association
  4. 4.
  5. 5. Marketing Basics• KISS (Keep It Simple Stupid)• Direct your content to the user• Before preparing content, you need to examine three basic principles: – Purpose – Audience – Tone
  6. 6. Purpose• Why are you producing the content?• What information are you trying to communicate?• What are your goals?
  7. 7. Audience• Who is your audience?• Why are you communicating to them?• What does your audience want to see?– “What’s in it for me?”– Take the user’s perspective• What communication channels do they use?• Who can help champion your message
  8. 8. Tone• The tone is the voice/language that you use to communicate to your audience• Be consistent with your tone• Conveyed through words, structure and graphics• Formal vs informal language
  9. 9. Inverted Pyramid
  10. 10. Web Reading Tendencies• People tend to skim information – Make headlines, titles or email subject lines punchy – Lead with the most important information – The idea is to empower the reader to continue if they want – they can click to read more
  11. 11. Headline, Hook and Description• Headline (event title) – short catchy phrase• Hook (short event description) – brief sentence or two, meant to entice people to read on• Description (full event description) – main part of your content
  12. 12. Headline, Hook and Description• The headline and the hook work together – information doesn’t need to be repeated• The headline and hook are short teasers that encourage users to read the full story.
  13. 13. Event Example
  14. 14. Event Example
  15. 15. Headlines/Hooks• Several ways of writing headlines and hooks – Call to action – Summary – Question – Humour• Headlines should be concise and catch the reader’s attention
  16. 16. Email Subject Lines with Teeth• The first 5 words are the most important – People tend to skim• “What’s in it for me?” – Tell people why they should care – Be specific
  17. 17. Best Practices• Put yourself in the shoes of the reader – Always keep your audience in mind – Look at your content from the reader’s perspective – Avoid acronyms• Put your main points first (inverted pyramid) – Be concise and well organized – Don’t use overly complicated sentences, unless it best serves the purpose of the audience
  18. 18. Intro to Social Media• One marketing channel you can use• What social networking tools do you or your audience use?• Video
  19. 19. Questions?