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Event Marketing Basics

  1. Event Marketing Basics Sukhi Ghuman and Michael Wong
  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. 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
  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. Purpose • Why are you producing the content? • What information are you trying to communicate? • What are your goals?
  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. 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. Inverted Pyramid
  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. 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. 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. Event Example
  14. Event Example
  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. 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. 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. Intro to Social Media • One marketing channel you can use • What social networking tools do you or your audience use? • Video
  19. Questions?