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Marketing to promote your event and attract potential attendees.
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Marketing to Promote Your Event and Attract Potential Attendees
by Brenda Stier, Founder and President of Marketing Works
September 17, 2007
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OSU vs. Michigan
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What do they have?
Reputation
Past performance
High entertainment value
Known entity
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“If you build it, they will come.”-Field of Dreams (1989)
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Overview
• Know Your Audience• Know Your Attributes• Connect Audience with Attributes• Show Value• Create Buzz• Develop Repeat Customers• Case Study• Q & A
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Know Your Audience
• Funders
• Attendees
• Promoters
• Ambassadors
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Know Your Attributes
• Continuing education credit
• Credible speaker
• Entertainment value
• Venue
• Personal value◦ Networking
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Connect Audience with Attributes
Motivators• Money• Knowledge• Resources• Boondoggle
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• Credible expert• Content teaser and bio• Quality information• Relevant “hot” topic
◦ Thought-provoking◦ Re-invent traditional topics
• During event◦ Audio conference, webcast
• After event◦ Podcast, vodcast
• Promote benefits NOT features
Show Value
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Create Buzz
• Timed campaign• Consistent message (3x)• Varied channels• Cross-promotion
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Use channels available to you:• Partners, ambassadors• Traditional media
◦ Radio, TV, PSAs, suburban newspapers
• Non-traditional media◦ Community listings,
newsletters, blogs, intranets
Channels
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Develop Repeat Customers
• Set realistic expectations• What’s the take away?• Offer a series• Consistent scheduling/varied location• Sign-up now discount• Deliver
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Case Study: Charley’s Grilled Subs
Challenge• 80 percent of franchisees to attend annual convention• 35 currently registered• Limited budget
1. Resources• Who can help?
◦ Visitors and convention bureau◦ Hotel concierge
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2. Incentive• 2 for 1• Spouse• First 50 registered entered into drawing
3. Promotional campaign: “Don’t miss out!”• Save the date brochure• Postcard• Agenda• Luggage tags
Case Study: Charley’s Grilled Subs
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4. Results
5. Deliver a great event!
Case Study: Charley’s Grilled Subs
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Q & A
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