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HKBU Festive Lecture 6 - publicity and marketing for festive events
The document provides guidance on publicity and marketing for festive events. It discusses analyzing target audiences, using traditional and new media, and pre-event activities. It also outlines steps in the strategic publicity process, including selecting themes, developing a website and social media presence, engaging press, working with local agencies and sponsors, and measuring media success. The goal is to effectively promote the event and draw the intended audience.
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HKBU Festive Lecture 6 - publicity and marketing for festive events
- 1. Festive Event Management Subject Code: CEM4103 Lecture 6 Publicity & Marketing for Festive Events Developed & Presented by : Roy Ying Note: Pictures used in this power point file is for academic Purpose only
- 2. Tools in FestiveEvent Publicity & Marketing • Analysis of target audience community • Traditional mass media – Media agency vs media contacts • New online / social media • Pre-event activities
- 3. Target audience It’s the“who” in event marketing • Age group - media consumption behaviour – Question: what is the main difference between a teenager and a retiree? • Income group – presentation, message and communication medium – Question: If you a wine seller, what message (and where) would you want to market to a group of millionaires? Would it be the same for a group of budget-conscious house wives?
- 4. Target audience • Placeof residence – traveling behavior. Although HK is small, commuting time is still an issue, and it’s relevant to marketing plan – Question: where would you want to place outdoor media if your festival is held in Shatin?
- 5. Discussion Shatin Lantern Festival -Who would go? - Who would not go? - Who’s their target? - How to attract target audience’s attention?
- 6. Discussion • This thecase of Sha Tin Festival, the identification of target audience can be as simple as: – Local community – Fans of artists – People associated with the sponsors and supporting organizations
- 7. Discussion • With targetaudience identified, what should be the communication medium? – Mass media – Leverage on artists’ popularity – Communication channels via sponsors and supporting organizations – Local community support
- 8. CASE STUDY 1 It’s a GRAPE Love Affair
- 9. •52% between 36to 55; •60% household income over $76,000 •34% household income over $100,000 •36% reside in the Los Angeles/Orange County DMA •38% reside in Riverside County •13% reside in San Diego County
- 10. Observation: It lookslike a fairly evenly distributed demographics. Question: What communication strategy marketers need to deploy to reach out to all target audience?
- 11. Observation: 60% oftarget attendance falls within the income range of USD76,000 to USD125,000. USD Question: How does it affect the communication strategy?
- 12. What is TraditionalMedia?
- 13. Still main stream •Although new media has emerged to be a very important communication channels, events are still heavily promoted via traditional media…
- 14. From Temecula Valley CaseStudy Print 68.6 million impressions. Appeared in 30 publications – 13 Magazines including Westways – 17 Newspapers including • Los Angeles Times, • Orange County Register, • San Diego Union Tribune
- 15. Five television shows • Channel 6 Ruben Galvan (San Diego) • Channel 5 Gayle Anderson (Los Angeles) • PBS California Life With Heather Dawson • Pilot show with news anchor Jane Monreal “See Jane Run” • Broadcast spots highlighting Festival on NBC, Los Angeles • Broadcast spots highlighting Festival on ABC, Los Angeles • Broadcast spots highlighting Festival on ABC, San Diego • Wealth TV – Cable in San Diego
- 16. 2,250 inches ofPrinted publicity in newspapers, periodicals and magazines. More than doubled our print impressions over the previous year. NC TIMES & Californian 4 page insert prior to the Festival and 3 page review after event FRONT COVER on Press- Enterprise Entertainment Insert week of Festival FRONT COVER on NC Times Entertainment Insert week of Event FRONT COVER and 4 page pull out in NEIGHBORS NEWSPAPER June edition Full page color cover of event in Jurupa, Colton and Loma Linda News
- 17. What is newmedia? • Is this what you think as new media? Quick question: Which ones are not available in China?
- 18. Let’s look atsome data
- 19. Let’s look atsome more data • From a survey by HKAIM – 90% have used social media in past 6 months – 56% of them have 3-5 accounts – Types of accounts: • Social network • Instant messaging • Video sharing • Internet forum • Blogging – 46% spend 1-3 hours a day, 39% spend less than 1 hour a day, and 5% spend more than 6 hours a day
- 20. Comparison among marketingtools -- from HKAIM survey
- 21. Meaning for FestiveMarketers? • If your audience can be reached online via these social media platforms, what should you as a festive event marketer be doing? • Let’s look at the Case Study…..What they have done in 2009 vis-à-vis 2010
- 22. RADIO TELEVISION 94.7 The Wave Time Warner in Southwest 95.5 Klos Riverside K-earth 101 Orange County KOST FM North San Diego KNX 1070 Melinda Lee Endorsement FIOS/Verizon Cable in Go-Country Inland Empire Kfrog 95.1 & 92.9 Orange County KOLA 99.9 FM Los Angeles KATY Radio Q103 NETWORKS USED FOOD Smooth Jazz A&E KYZY TRAVEL KSON USA KIFM TNT CNN PRINT CMT North County LIFETIME Times/Californian Neighbors BILLBOARD Valley Business Journal INTERNET OC Digest
- 23. SOCIAL MEDIA CAMPAIGN Utilizing •Facebook •Twitter •Blip •Youtube •Ping •4-Square •Selected Radio Stations Designed to Drive Fans, Followers & Guests: •To Sponsors place of Business •Sign up as a fan, follower for future communications •Develop Buzz about Festival before advertising
- 24. Pre-event Activities • Giveyour target audience plenty of time to “get to know” your festival • The audience to your pre-event activities can give you an indication of how successful your festival will become • Use the media wisely to anchor more coverage so to create a higher level of event awareness among your target audience
- 25. This is acompetition held prior to the Festival so to create public awareness for the wine who took part in this event. Guest Judge from KTIE 590 “Let’s Dine Out” Allan Borgan Plus judges from: • Temecula Creek Inn • Pechanga Resort & Casino Winners were announced • E-blast • Californian • Neighbors Newspaper • KTIE 590 Radio • KTLA-5 - Television News • San Diego 6 – Television News • At Festival • In Press-Kits given to media attending event
- 26. Agenda • Tools infestive event marketing • Steps in strategic publicity process – Pre-event publicity preparation – Selection of themes to be promoted – Publication of program book
- 27. Steps in strategicfestive publicity • Event logo / visual • Local tourism agency • Theme message • Sponsors • Posters, banners and • Festive event signage website • Database for direct • SEO marketing purpose • Social networking • Program book • Press • Day one publicity – Advertising – Spokesperson – Pre-event activities
- 28. Steps in strategicfestive publicity • Event logo / visual – necessary if this event is to be held periodically. Logo becomes an extension of the festival • Theme message – sometimes can be referred to the “tag line” of an event. Eg.
- 29. Steps in strategicfestive publicity • Selection of theme message – It does not have to be very fancy – A simple event highlight can do, but it should be as unique and relevant as possible – Media needs a headline to publish your news – Audience needs remember what is the reason for coming to your festival – Sponsors needs a reason to pay money to be associated with your event
- 30. Steps in strategicfestive publicity • Festive event website – What are the key elements in a festive event website? • Festive event background / history / FAQ • Feature activities / program rundown • Ticketing information / discounts • Venue location / dates / opening hours / traffic • Promotions / video / photo galleries • Sponsors’ links • Exhibitor (if applicable) corner • Contact information (general / media) • Relevant festival’s exchange links
- 31. Example – HKAsian Film Festival
- 32. Steps in strategicfestive publicity • SEO – search engine optimization • There is no short cut to elevate your search engine ranking. The following are keys to success: – Build content to generate user experience – Keywords (make sure they are current) – Provide glossary in your festival – Provide FAQ – Exchange links to other festivals or partners – Festival discussion forum – Video content / photo galleries / download area
- 33. Steps in strategicfestive publicity • Social networking
- 34. Steps in strategicfestive publicity • Press – most festive events target at the general public. Mass media (i.e., traditional media) is very important. – Some advertising, but should be targeted (and to satisfy sponsors) – Spokesperson is recommended for hosting of pre-event activities or media interviews – Pre-event activities can serve as an early alert to your target audience
- 35. Steps in strategicfestive publicity • Local tourism agency – they can be your ally in drawing overseas visitors – The following are not even co-organized by the HKTB, but they are heavily promoted in overseas market by HKTB
- 36. Steps in strategicfestive publicity • Sponsors – apart from financial contribution, they also add to the publicity of your event
- 37. Steps in strategicfestive publicity • Posters – for pre-event marketing purposes. Usually they are placed in outlets where your tickets are sold or in offices of your partners • Banners and signage – onsite event collaterals for branding, and fulfill sponsors’ entitlements
- 38. Steps in strategicfestive publicity • Database for direct marketing purpose – Common sources of database • Past visitors to your festival • Your festive event partners’ contacts – Members of associations or clubs – Subscribers of magazines – Uses of online portals • People who have registered with your festive event’s websites • Next step is to design a “call for action” e- mail campaign to encourage attendance
- 39. Steps in strategicfestive publicity • Program book – It’s a useful tool for: – Serving as a prime location for sponsor’s messages – An informative reference for visitors, which helps alleviate pressure on info counters – Advertisement for future events by organizer – A potential revenue generator (i.e., coupons) – Update on event rundown – Useful contacts
- 48. Steps in strategicfestive publicity • Day one publicity – Most cultural events last only one day, it is important to generate media interest on the event day – For commercial festive events, they usually last a few days (i.e., film festival, food & wine festival). Day one is most important.
- 49. Steps in strategicfestive publicity • Notes in press release – Press releases ought to be balanced with organizers, co-organizers, sponsors and event highlights.
- 50. Steps in strategicfestive publicity • Reporting of media success
- 51. Class Exercise • Supposeyou need to produce a festive brochure to be handed out to each attendee to the festive event that you are working on for the group project, how would you plan the table of content? • Please nominate a representative from your team to present in front of other classmates.