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This presentation teaches you the basic of successfully promoting your events be it Tradeshow or Conference
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Tricks of the Trade for Successfully
Promoting Your Event
What Type of Event Do You Have?
STP
STP
Market Segmentation
Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.(Kotler)
STP
Segmenting Consumer Market •Geographical segmentation •Demographic segmentation
-Most popular segmentation •Psychographic segmentation
-Lifestyle, social class, and personality-based segmentation
•Behavioral segmentation (Kotler)
STP
Segmenting Business Market •Demographic segmentation
Industry, company size, location •Operating variables
Technology, usage status, customer capabilities
•Purchasing approaches •Situational factors
Urgency, specific application, size of order
•Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty (Kotler)
STP
Target Market
Consists of a set of buyers who share common needs or characteristics that the company decides to serve(Kotler)
STP
Selecting Target Market Segments
•Undifferentiated (mass) marketing •Differentiated (segmented) marketing •Concentrated (niche) marketing •Micromarketing (local or individual) (Kotler)
STP
Positioning: •The place the product occupies in consumers’ minds relative to competing products. •Typically defined by consumers on the basis of important attributes. (Jack Trout/Al Ries)
STP
Choosing a Positioning Strategy Identifying Possible Competitive Advantage Differentiation Can Be Based on:
•Products •Services •Channels •People •Image
Magnitude
AIDA
AIDA
PROMOTION MIX
Product: Event
Price
Place
PROMOTION
People
Process
Selling /Telemarketing
Advertising
Direct Marketing
Publicity and PR
Sponsorship/Road shows
Packaging
Word of Mouth
Email Marketing
Social Media
Marketing Mix
Advertising
Publicity and PR
Packaging
Social Media
Direct Marketing
Sponsorship/Road
shows
Word of Mouth
Email Marketing
Selling/
Telemarketing
Awareness Interest Desire Action
Promotion Tool August September October November
Packaging
Website
Publicity and PR
Print Display Ad – Manila Bulletin
Direct Marketing
Sponsorship/Road shows
Word of Mouth
Email Marketing
Social Media
Selling /Telemarketing
Promotion Plan
Case Study 1
Marketing Industry
Segment
CRM, Loyalty Dept., CMO
Target Market
Winning Customer is Good, Keeping
them Best Positioning
Metro Manila Magnitude
Road Shows Direct Mail
Exhibition Email
Marketing
Facebook Telemarketing
Blog Print
Case Study 2
Tourism Industry
Segment
PCO, PEO, Hotel, Venues, DMC
Target Market
The Leading Institution for the M.I.C.E. Industry
Positioning
Philippines Magnitude
Word of Mouth
Email Marketing
Tele Marketing
3 Lessons in Promotion
Be a Purple Cow
Look for Your Own Blue Ocean
The Greater the Fit, The Greater the Results
facebook.com/orlyballesteros
@exlinkevents
www.exlinkeventsblog.com
http://www.slideshare.net/exlinkevents/
Orly Ballesteros is the current Chief Operations Officer of Exlinkevents – a Professional Convention , Exhibition and Events Organizer in the Philippines. His current passion is Instagram, sharing stories with his kids about books they finished reading, and strolling with his wife in the mall.
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