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Marketing and Promotions For Special Events

This document provides guidance on marketing and promoting special events. It discusses defining key audiences and markets, using various marketing tools like branding, printed materials, internet promotion, sponsorships, networking and media campaigns. The goals are to generate revenue, increase awareness, attract participants and gain credibility. Market research and evaluating success are also covered.

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swathrav
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74 views46 pages

Marketing and Promotions For Special Events

This document provides guidance on marketing and promoting special events. It discusses defining key audiences and markets, using various marketing tools like branding, printed materials, internet promotion, sponsorships, networking and media campaigns. The goals are to generate revenue, increase awareness, attract participants and gain credibility. Market research and evaluating success are also covered.

Uploaded by

swathrav
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing and Promotions

For Special Events


Definitions
Marketing Is:
 Communicating the right message
 To the right audience
 Through the right medium
 At the right time
Marketing Today
 Very targeted to specific groups
 Less advertising
 Working on and off line
 Multi-dimensional: 5 to 7 times
Types of Events
 Open House
 Fundraisers
 Recognition events
 Workshops, seminars, and clinics
 Conferences and fairs
 Parades and holiday events
Goals for Special Events
 Generate revenue
 Educate the community
 Position you as a leader in your field
 Increase awareness of your programs
and services
 Attract new participants
 Gain credibility
 Develop media relationships
 Highlight sponsors
Define Your Key Markets
 Current participants
 Past and potential participants
 Associations and clubs
 Local Community
 Government agencies
 Special Interest Groups (sports,
youth, seniors, women, etc.)
Define Your Key Markets
 Sponsors and funders
 Volunteers
 Suppliers and contractors
 Other agencies
 Media
 Internet community
Start with Research
Look at trends, issues, and
misconceptions
 One on one

 Questionnaires

 Surveys

 Internet/e-mail
Design A Marketing Toolkit
Customize with 7 Tools:
Tool #1: Branding
Tool #2: Printed Materials
Tool #3: Internet sites and e-mail promotion
Tool #4: Corporate and Media Sponsorships
and Kits
Tool #5: Networking/Speaking
Tool #6: Trade and Consumer Shows
Tool #7: Media campaigns
Tool #1: Branding Your
Events
Create Your Look
 Ensure it portrays your image

 Build recognition through signage,

business cards, portfolio, letterhead,


advertising, packaging, Internet site, and
show booth
 Appeals to your target audience and lasts

over time
 Set body copy in friendly, easy to read

typeface
Tool #1: Branding Your
Events
Describe Your Events:
 Create a 20 word description of
your event
 __________ is a ________ that

offers__________________
to___________.
Tool #2: Printed Materials
Tag line
 Should reflect your event
 YMCA Fundraising Event for youth
programs
 Tag line: “Invest in Youth”
TOOL #2: Printed Materials
Copy Tips
 Use point form
 Keep information short
 Avoid cliches and jargon
 Use plain English
Tool #2: Printed Materials
Event Brochures:
 Date, time and place

 Type of Event/goal

 Background

 Ways to register (on-line?)

 Donations/fundraising form

 Testimonials

 Photographs and graphics

 Contact information and Map


Tool #2: Printed Materials
Postcards and Posters:
 www.1000postcards.com

 New sizes

 Feature your work

 Educate clients

 Announce a special event

 Keep in touch with clients


Tool#2: Printed Materials
Distribution of printed materials
 Find sponsors for distribution: retailers
 Libraries
 Associations
 Government agencies and offices
 Related agencies
 Religious institutions
Tool #2: Printed Materials
 Postal walk
 Newspaper insert
 Posted on website
 E-mail and e-vite
 Mail
 How will you track?
 How will you evaluate?
Tool #3: Internet Site
Look at design: accessible, thorough,
exciting, easy to use
 Use the site for information and

registration for special events


 Descriptions and details

 Promote the site in all printed

materials
Tool #3: Internet Site
 Home Page
 Backgrounder
 Fact Sheets
 Published articles
 FAQ’s
 Icon for Internet Media Room
 Links to other websites
Tool #3: Internet Site
 Contact information
 Photos
 Upcoming Events
 Testimonials
 Call to action
 Awards given and received
 Sponsor information
Tool #3: Internet Site
On-line Media Room
 Archived news releases

 Bios

 Fact Sheet

 Story ideas

 List of key contacts

 Testimonials

 Recent media coverage

 Downloadable photos

 Articles
Tool #4: Sponsorships
Corporate and Media Sponsors
 Who are they?

 How can you find sponsors

 What can you offer sponsors?

 What can they offer your

event?
Tool #4: Sponsorships
Create a Sponsorship Kit
 Fact Sheets on organization and event

 Backgrounder

 Sponsorship Levels and Offerings

 Testimonials

 Information sheets

 Cover Letter

 Recent media coverage

 Business card
Tool #4: Sponsorships
Awards
 Win industry awards that

recognize your work


 Good media opportunities

 Media releases and photo ops


Tool #5: Networking/Speaking
Networking opportunities:
 Clubs, Rotary, etc.

 Industry Conferences

 Women’s Networking Sessions

 Trade and consumer shows

 Schools
Tool #5: Networking (is work)

Rules For Networking


 Rehearse a 20-word description
 Get out of your cocoon
 Set goals for yourself
 Trade information
 Listen and ask
 Approach a loner 
 Exchange business cards
 Follow up
 The more you give, the more you get
 
Tool #6: Trade and Consumer
Shows
 An excellent way to promote your
events, services, and programs
 Hold a draw
 Build a data
 Distribute brochures and postcards
Tool #6: Trade and Consumer
Shows

 Look at competitors
 Build action into booth
 Give out printed materials: postcards,
business cards, and brochures
 Deliver media kits to Media Room
 Media sign-in table or On-site Media
Room
 Hold a draw
Tool #7: Media Campaigns

Marketing/PR vs. advertising


 Pros and cons

 The rise of advertorials


TOOL #7: Media Campaigns

Define and prioritize your key


markets AND select the media that reach
them
Where do most of your markets get
information?
Get to know the media: names,
titles, and deadlines
Tool #7: Media Campaigns
When To Contact the Media
Before the event
 Day before: The Media Alert/Photo

Op
 During the event

 After the event


Tool #7: Media Campaigns
How To Contact the Media
 By e-mail

 By telephone

 By mail

 By fax

 Media Drop
Tool #7: Media Campaigns
Organize a Media Drop
 Two weeks before an event

 Call one week ahead to find contact

 Drop a kit, product, and bag

 Follow up three days later


Tool #7: Media Campaigns
The Media Kit:
Definition:
A customized presentation that provides
detailed, pertinent information to the
media
A good Media Kit explains you and your
organization to an Editor or Producer
when you are not there.
Tool #7: Media Campaigns
Media Kit Checklist:
 News release
 Media Alert/Photo Op
 Backgrounders
 Fact Sheet
 Story Ideas
 Photos
Tool #7: Media Campaigns

 Recent Media Coverage


 Testimonials
 Sponsor information
 Stats and studies
 Products and services
 Published articles
 Business card
Tool #7: Media Campaigns
Media at Your Event
 On site Media Check in Table

 On site Media Room


Tool #7: Media Campaigns
The Role of Advertising
 Advertising-

 Advertorials

 Advertising equivalency
Measuring and Evaluating
Success

 Track how well the tactics and


persuasive messages are altering the
perception of your target audiences
 Look at: advertising equivalency, tone,
placement, key messages
BUILDING FOR THE FUTURE
Evaluation and Planning 
 Did you identify the right markets for your
events?
 Was your brochure or postcard
effective?
 Did it include the right information?
 How would you change it? 
BUILDING FOR THE FUTURE
 Was your special event successful? Why or
why not?
 Did the media respond to your materials?
 Did the media attend your event?
 Did your media campaign get you publicity?
 Have you added the media coverage to your
brochure or kit? 
 Did you follow-up?

 
BUILDING FOR THE FUTURE
 Are you in a better position - financially,
sales, awareness, and support - than when
you started your P.R. program?
 What have you learned?
 What is your next step?
 To create a new, one-year plan
The Six Ws of Special
Events
 Why? - Fundraising? Cultivation? Publicity?
 What? - Reception? Dinner? Tour?
Briefing?
 Who? - Donors? Prospects? Public?
 When? - One-time? Annual? Frequent?
 Where?- Facility? Public space? Private
home?
 Whom? - Staff? Volunteers? Professionals?
Seven Goals of Successful
Special Events
 1) Raise money
 2) Educate your constituents
 3) Motivate major donors
 4) Recruit volunteers
 5) Expand your network
 6) Market your organization
 7) Obtain key endorsements
Sources of Revenue
 Underwriters
 Sponsors
 Premium tables
 Ticket sales
 Ad sales
 Donations
 Auctions
Eight Steps to a
Successful Special Event
 Plan
 Assess risk
 Set budget
 Write case
 Set timeline
 Recruit volunteers
 Execute!
 Thank & evaluate

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