The second webinar covers event marketing and promotion. It covers the various methods and types of event marketing, the difference between creating events and participating in previously established ones, and how to evaluate event sales promotions
12 amazing ideas for your annual marketing planTania Mulry
Getting ready to create your annual marketing plan and need a little inspiration? Here are 12 simple, powerful and proven ideas to grow your business next year.
Basics of entrepreneurial marketing - what makes it different from traditional marketing? What are the most important challenges entrepreneurs face in marketing their products and services? From a webinar for Evisors.
The changing face of consumer behaviour in the digital age FOR BCOM , CA, CM...Bibek Prajapati
The changing face of consumer behaviour in the digital age FOR BCOM , CA, CMA CA, MCOM,, PG , MBA STUDENTS
The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing.
12 amazing ideas for your annual marketing planTania Mulry
Getting ready to create your annual marketing plan and need a little inspiration? Here are 12 simple, powerful and proven ideas to grow your business next year.
Basics of entrepreneurial marketing - what makes it different from traditional marketing? What are the most important challenges entrepreneurs face in marketing their products and services? From a webinar for Evisors.
The changing face of consumer behaviour in the digital age FOR BCOM , CA, CM...Bibek Prajapati
The changing face of consumer behaviour in the digital age FOR BCOM , CA, CMA CA, MCOM,, PG , MBA STUDENTS
The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing.
Marketing Concepts - 360 degree of marketing strategy Moses Gomes
This presentation highlights the different concepts of marketing excluding the 4P's. Also, along with the presentation I have highlighted some case studies for ease of understanding of the concepts. Concepts explained are as follows
Affiliate Marketing
Referral Marketing
Loyalty Marketing
Visual Marketing
Viral Marketing
Word – Of – Mouth Marketing
Relationship Marketing
Multi – Level Marketing
Peripheral Marketing
Umbrella marketing
Sample marketing
POS Marketing
Online marketing
Up-sale marketing
Direct marketing
Event marketing
Cross marketing
Inbound Marketing
Permission Marketing
Guerrilla marketing
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
A comparison of marketing strategies of two local businesses, according to the 4Is of entrepreneurial marketing.
The two businesses with similar offerings were The Dip Shop and Revive Juices.
Are you an entrepreneur confused about marketing? Watch this slide show for a quick review of the fundamentals of marketing. For more free resources visit http://www.hitvirtual.com
The first in a series of presentations designed to help entrepreneurs, managers and anyone interested in marketing learn the marketing tools necessary to be successful.
This presentation will give you the basics of marketing and that will enhance your skills in marketing with STP and Basics of Marketing Research and 4Ps .
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
This session shows how to connect with your target audience in environments where they can have a hands-on experience with your brand, products and services. This includes event marketing and sponsorship, experiential campaigns, product sampling, street teams and guerrilla marketing. We cover how to find the right mix of events and grassroots opportunities, establishing a budget, staffing, execution and post-activity evaluation.
Marketing Concepts - 360 degree of marketing strategy Moses Gomes
This presentation highlights the different concepts of marketing excluding the 4P's. Also, along with the presentation I have highlighted some case studies for ease of understanding of the concepts. Concepts explained are as follows
Affiliate Marketing
Referral Marketing
Loyalty Marketing
Visual Marketing
Viral Marketing
Word – Of – Mouth Marketing
Relationship Marketing
Multi – Level Marketing
Peripheral Marketing
Umbrella marketing
Sample marketing
POS Marketing
Online marketing
Up-sale marketing
Direct marketing
Event marketing
Cross marketing
Inbound Marketing
Permission Marketing
Guerrilla marketing
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
A comparison of marketing strategies of two local businesses, according to the 4Is of entrepreneurial marketing.
The two businesses with similar offerings were The Dip Shop and Revive Juices.
Are you an entrepreneur confused about marketing? Watch this slide show for a quick review of the fundamentals of marketing. For more free resources visit http://www.hitvirtual.com
The first in a series of presentations designed to help entrepreneurs, managers and anyone interested in marketing learn the marketing tools necessary to be successful.
This presentation will give you the basics of marketing and that will enhance your skills in marketing with STP and Basics of Marketing Research and 4Ps .
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
This session shows how to connect with your target audience in environments where they can have a hands-on experience with your brand, products and services. This includes event marketing and sponsorship, experiential campaigns, product sampling, street teams and guerrilla marketing. We cover how to find the right mix of events and grassroots opportunities, establishing a budget, staffing, execution and post-activity evaluation.
In this world full of clutter breakthrough the minds of your consumers and make yourself etched with effective Sponsorship & Event marketing Program. Discover how !
Promotions can be an effective tool for driving traffic and increasing sales. We explore several options for creating promotional campaigns, including discounting, "buy one, get one" strategies, incentives/frequent buyer programs, holiday themed promotions, time sensitive promotions and more. The goal is to identify a set of promotional tools that can be effective in accomplishing short-term and long-term sales goals, without negatively impacting profit margins.
My BBA (H) viva project on marketing.
Some slides contain animations, download to watch the whole presentation. Please share if you like it.
Feel free to give your feedback.
New Explore Careers and College Majors 2024.pdfDr. Mary Askew
Explore Careers and College Majors is a new online, interactive, self-guided career, major and college planning system.
The career system works on all devices!
For more Information, go to https://bit.ly/3SW5w8W
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide.
www.nidmindia.com
5. Event Marketing and Promotions
•Events / Experiential Marketing
(aka - “Live Marketing” or “Participatory Advertising”)
•Creating your Own Events Vs. Participating
at Existing Events
•Evaluating Event Sponsorship Opportunities
7. Event Marketing and Promotions
Terminology:
Event Marketing - Direct hand-to-hand
communication, sampling or interactive
displays, targeting specific individuals or
groups at gathering spots where they hope
to make quality, individual connections.
11. Event Marketing and Promotions
Terminology:
Experiential Marketing - Creating connections
between brands and consumers in the form
of “one-to-one” or “one-to-many”
experiences that are personally relevant,
memorable, interactive & emotional, AND
lead to increased sales & brand loyalty.
14. Event Marketing and Promotions
Terminology:
Grassroots Marketing - to market your
company, products or services on a local and
a personal level, often using people to spread
the word through personal contact and
dialogue.
15. Event Marketing and Promotions
Terminology:
“Street Team” - groups of people who visit
high traffic areas to distribute information,
samples, coupons, etc.
23. Event Marketing and Promotions
Terminology:
Brand Activation - bringing a brand’s core
features or values to life through creating
experiences.
Don’t try to communicate every detail of your
brand; the purpose is to build better brand
connection, not increase sales.
27. Event Marketing and Promotions
Pros and Cons of Event/Grassroots Marketing
Pros…
• Direct communication with target audience
• Experience your brand (You!) & services
• Humanize your brand
• Gather warm leads
• Gain immediate feedback
• PR/Media exposure
28. Event Marketing and Promotions
Pros and Cons of Event/Grassroots Marketing
Cons…
• Costs: Staff & Materials (signage, displays,
booth/tent, travel & transportation, gear)
• Time
• Stress
• Measurement & Evaluation
29. Event Marketing and Promotions
Event Marketing
Your Own Event Vs. Sponsoring Events
• What are your goals?
• Are there existing events that deliver your
target market?
• Are they within your budget?
30. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
What is the reason behind it?
Have a measurable goal that everything
is geared toward accomplishing.
• Do you want to thank your existing
customers? Or attract new ones?
• Are you launching a new service and want
to create buzz among influencers?
• Are you looking to associate yourself with
something that resonates with your market?
31. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
How will you promote your event?
Create a Marketing Plan / use the tools…
• Earned Media - PR/Publicity
• Owned Media - Social Media/Email/Blog
• Paid Media - Advertising/Direct Mail
32. Event Marketing and Promotions
Event Marketing > Hosting Your Own Event
“Anyone can throw a great party,
but this isn't about throwing a party.
It's about hitting business objectives.”
• Your services and the event should intersect
in a meaningful way
• Give the audience something they weren't
expecting as long as it's “on-brand”
33. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Types of Events
• Food & Beverage
• Music
• Entertainment
• Health/Wellness
• Fashion
• Singles
• Wedding
34. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Set a Realistic Budget
• Space, power, lighting, on-site signage,
collateral placement, promo drops, speaking
opportunities
• Tent/Canopy, banners, signage, collateral,
promo items
• Staff, travel, transportation
35. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Exercise
If you had an unlimited budget,
what event would you sponsor and why?
36. Event Marketing and Promotions
Event Marketing > Sponsoring an Event
Exercise
Using the same theme of that event,
now you only have a budget of $2,500
- what would you do?
37. Event Marketing and Promotions
Event Marketing
Develop contingencies for
Wild Success and Absolute Failure
• Flexibility is key
• What will you do if all or part of your idea
begins to fail before the event happens?
• What will you do if you’re wildly successful?
38. Event Marketing and Promotions
Event Marketing > Tie-in w/Social Media
• Reward or prize for “liking/following” you
on their phone
• Exclusive access to existing fans: meeting a
celeb, preferred parking, special promo item
• On-site experiences: Photo scavenger hunt
39. Event Marketing and Promotions
Event Marketing > Evaluation
• Did you meet your objectives? Why/Why not?
• Did you stay within/under budget?
• What went right/wrong?
• How well did you tie-in with other aspects of
your marketing?
• Have you followed-up with leads generated
from the event? Did it result in new business?
40. Event Marketing and Promotions
Experiential Marketing = Content Creation
Add to your Content Library/Strategy
41. Event Marketing and Promotions
Promotions
Creating an incentive for your customers to
purchase your services
43. Event Marketing and Promotions
“A barking dog is often more useful
than a sleeping lion.”
~ Washington Irving
44. Event Marketing and Promotions
Common types of sales promotions
• Discounts (Price Deals)
• Coupons
• Sweepstakes/Contests
• Buy One - Get One (BO-GO)
• Gift with Purchase (Premiums)
• Incentive / Frequent Buyer
• Holiday / Themed Promotions
• Others: In-store displays, sampling,
bundling, rebates, trade-ins, free trial/demo
45. Event Marketing and Promotions
More than any other element
of the marketing mix,
sales promotion is about ACTION.
It’s about stimulating customers to buy.
46. Event Marketing and Promotions
Sales Promotion - Definition
Media and non-media marketing pressure
applied for a predetermined, limited period of
time in order to stimulate trial, increase
consumer demand, or improve product
quality. (American Marketing Association)
47. Event Marketing and Promotions
Price-Value Relationship
• Every product or service has an established
perceived price or value
• Sales promotions change this price-value
relationship by increasing the value and/or
lowering the price.
48. Event Marketing and Promotions
Common types of sales promotions
• Discounts - lower the price
• Coupons - increase value/lower the price
• Sweepstakes/Contests - increase value
• Buy 1 / Get 1 - increase value/lower price
• Gift with Purchase - increase value
• Rewards Pgm - increase value/lower the price
49. Event Marketing and Promotions
What Makes Sales Promotions Different?
Compared to the other components of the
marketing mix - Advertising, Publicity, Events
- a Sales Promotion commonly:
• Operates on a shorter time line
• Uses a more rational appeal
• Returns a tangible or real value
• Fosters an immediate sale
• Contributes highly to profitability
51. Event Marketing and Promotions
Discounts/Price Based Promotions
Price deals are usually intended to:
• Encourage trial of a new services
• Recruit new buyers for existing services
• Convince existing customers to increase
purchases, accelerate their use or purchase
multiple units.
52. Event Marketing and Promotions
Discounts/Price Based Promotions
Ways to Implement:
• In-Store/POP Displays - Pro Shop?
• Advertising
• Direct Mail/Email
• Event
• Associations / Groups
• Referrals
• Group-buying (Groupon/Living Social/Amazon)
54. Event Marketing and Promotions
Coupons - Objective
Maximize the Redemption Rate:
The proportion of customers actually using
the coupon Vs. what was distributed.
• Measure short term Vs. long term impact
• Coupon promotions are often used for new
products or to encourage sales of existing
products that are slowing down
55. Event Marketing and Promotions
Coupons
Distribution Methods
• Advertising: Print or Digital
• Back of receipts
• Free Standing Inserts (FSI)
• Online/Email
• Direct Mail (ex: ValPak)
• Events
• Mobile Phone
56. Event Marketing and Promotions
Sweepstakes & Contests
What’s the difference between a
Sweepstakes and a Contest???
57. Event Marketing and Promotions
Sweepstakes & Contests - What’s the
Difference?
Contest: Audience applies skill, analytical or
creative thinking to try to win a prize. Winners are
determined by judges or by which contestant
comes closest to a predetermined criteria.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
58. Event Marketing and Promotions
Sweepstakes & Contests - What’s the
Difference?
Sweepstakes: A promotion in which winners are
determined purely by chance.
60. Event Marketing and Promotions
Sweepstakes & Contests
Often create excitement and generate interest,
create great content, can go “viral,” but…
• Time consuming
• Expensive
• No guarantee of success
• Legal Issues
• Hard to accurately measure impact on sales
• Fail to build long-term loyalty
62. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
“The prize in a cereal box”
63. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
• Commonly found with magazine subscriptions,
cigarettes, cosmetics and fragrances
• Ability to partner with affiliated brands or
products; Can you barter???
64. Event Marketing and Promotions
Gift With Purchase / Premium Promotions
• The premium may be given for free or offered
to consumers for a significantly reduced price
• Set “purchase targets” - buy a certain
quantity or dollar amount to receive free gift
• Instant Gratification
• No confusion about returning coupons or
proof of purchase
65. Event Marketing and Promotions
Loyalty/Frequent Buyer Programs
Encourage and reward repeat purchases by
acknowledging each purchase made and
offering a premium as purchases accumulate
• Airlines
• Grocery Stores
• Car Wash
66. Event Marketing and Promotions
Loyalty/Frequent Buyer Programs
Decide what you want to accomplish:
• Reward customers for their frequency and
increased # of lessons
• Design a tiered structure that rewards active
students with privileges & special offers
• Shift the pattern of frequent student’s
behavior by offering incentives and rewards for
buying lessons on off-peak days