Event Marketing BasicsSukhi Ghuman and Michael Wong
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
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
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
Purpose• Why are you producing the content?• What information are you trying to communicate?• What are your goals?
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
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
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
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
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.
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
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 http://www.flickr.com/photos/luccawithcheese/3342881972
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
Intro to Social Media• One marketing channel you can use• What social networking tools do you or your audience use?• Video http://www.youtube.com/watch?v=QzZyUaQvpdc