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HOW TO MAKE THE MOST OF EVENT PROMOTIONS Bridget Bayer May 12, 2016 - - PowerPoint PPT Presentation
HOW TO MAKE THE MOST OF EVENT PROMOTIONS Bridget Bayer May 12, 2016 - - PowerPoint PPT Presentation
HOW TO MAKE THE MOST OF EVENT PROMOTIONS Bridget Bayer May 12, 2016 BAM Business Associa3on Management Daily in the Pearl Street Fairs for Community and Profit 902 NW 13 th Ave., Portland, OR 1 Integrated Promo3ons Promo?ons Plan Target
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Promo?ons Plan Target Audience Event Descrip?on Branding Design Consistency Budge?ng In Kind Marke?ng Tools Print Online Radio TV
Integrated Promo3ons
Use previous years street fair pictures in promo?ons 2
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PLANNING
Describe Event Describe Target Audience
Know and focus on your target audience.
- What do they want to see or do at event?
- What kind of person are they?
- Who shops in your area?
- Who do you want to see there?
This is your target market(s). Compare lists with businesses, area non profits and others to come up with a primary target audience list for your fair. Describe Target Market Demographics
- How old are they?
- What’s their income level, educa?on, na?onality or
ethnicity?
- Are they seniors, teens or singles?
- Do they have kids, elder parents, pets?
- What are their hobbies; music, books, arts?
Most importantly, how do they get informa3on:
- What do they read, listen to or watch?
- Where do they find out about events?
- Who influences them?
Dra\ an outline for the fair. Ask yourselves ques?ons that address who, how, and what will happen at a street fair.
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Develop a marke?ng plan by combining the these answers and choosing the marke?ng tools that meet your needs, interests of your target market.
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BRANDING
Volunteer graphic designers can use the free layout and design help from adver?sing people
- r templates
- nline. Consider
hiring a graphic designer if you are just star?ng. The best graphic designs require few or no words. Use color, graphics and name consistently. Posi?on sponsor logos as promised
- n all marke?ng
tools.
Brands
Street fairs benefit by being consistent to a “brand” when marke?ng. If there is a look or feel already in the district, main street or associa?on, you’re in luck - use it! Symbols strengthen unity that help iden?fy communi?es and structure organiza?ons. Alterna?vely, create a new visible icon, color or approach, but be consistent. It will make designing materials much easier plus make it easier for the consumer to understand and respond to.
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“Don’t let personal opinions get in the way of effec6ve marke6ng”
Consistent Brand Design
Poster Banner VIP Passes Postcards
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BUDGETING
In Kind Media
Calculate how much money you will need to market the fair by tabula?ng the items you must buy, then add desired addi?onal marke?ng approaches as funds become available. Cri?cal marke?ng expenses include posters, flyers and neighborhood newspapers, both online and print. Try to defray the cost of graphic design, prin?ng, and adver?sing through in- kind sponsorships.
Budget 5
Find in-kind sponsors to help pay for prin?ng, share cost of adver?sing with vendors and partners and seek media sponsors to reduce marke?ng costs
Look for in-kind media sponsors to reduce adver?sing
- expenses. It’s a good idea to have a memo of understanding
(MOU) or agreement signed in advance so everyone is clear about commitments.
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MARKETING TOOLS
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Print promo?onal sources include posters, flyers, coupons, coasters, ?ckets, banners, postcards, bookmarks, door hangers, VIP passes, signs, bus backs, t-shirts and public benches. Equally important are non-paid media- focused marke?ng ac?vi?es:
- Press(News) Release
- Public Service Announcements (PSA)
- VIP Invita3ons
- No3fica3ons
- School Distribu3ons
Print Tools
1st - Save the Date Flyer 2nd - Social media (ongoing) 3rd - Co-op Adver?sements 4th - Postcards 5th - Posters 6th - Paid Adver?sements 7th - Door Hangers
Timing
SLIDE 8 PRINT
Shared adver?sements leverage discount ad buys 7 Adver3sing Give t-shirts to prominent people to generate walking promo?ons
PROOF
Here is your proof for the
JULY 2010
issue of The Hollywood Star. Please CHECK CAREFULLY for any errors or omissions with special attention to address and phone numbers. The Hollywood Star will not accept responsibility for
- r correct errors that have not been
clearly marked on the proof or an attachment to the proof. CHANGES, CORRECTIONS OR APPROVAL, NOTIFY: MARY GERACI AT THE HOLLYWOOD STAR 503-282-9392, fax: 503-282-9628,
- r email:
hstareditorial@aol.com Your ad must be approved by
JUNE 25. If we do not hear from
you by this date, we will assume that it is okay and will run as is. ______ OK as is.
Star
NEWS
2000 NE 42nd Ave. PMB #142 Portland, OR 97213 503-282-9392 • fax: 503-282-9628 hstareditorial@aol.com
Street Fair
N Mississippi Ave between Skidmore & Fremont
July 10 10am – 9pm Free 4 Stages
Filled with entertaiment
120 Vendors
Schedule at www.mississippiave.com Boise-Eliot Kids Corner Grandfathers Rib-Off Competion Local Brew Garden Whole Foods Local Bites The Green Pod & Much More 12 NOON – CHILDREN’S PARADE Starts at Beech St
Benefit for The Boise-Eliot Elementary & Albina Youth Opportunity Schools
Proof print ads to make sure fonts are s?ll readable at small sizes Take advantage of free lis?ngs on annual fes?val guides and programs
All print marke?ng tools should include name, date and loca?on of event plus website informa?on where more informa?on can be found. Take advantage of special print publica?ons offer discounts
- n color, size or placement
Print Marke3ng
The cost of paid adver?sing is expensive so consider the pros and cons of this vital expense--no maler your budget, spend it wisely. Pros Cons Expand audience Cost Repeat exposure Requires design skills Branding opportunity Early deadlines Paid adver?sements are expensive! Consider these 5 important factors:
- 1. Frequency 2. Distribu?on 3. Placement 4. Color 5. Size
Adver3sing
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ONLINE
Online Tools
Like most news and informa?on sharing these days, event informa?on is found online. Depending on your target market, there are hundreds of resources available, from blogs to news announcements and calendars. Many are described here. Analy3cs – Review and focus on the strategies that work. Calendars – Post to local media outlets - FREE Webpages - Everything that can be said about your should be found on your website. Refer to it on all your other tools. Incorporate event date and loca?on in URL. Emails – Send directly to recipients with no alachments. Link to social media posts and websites that has materials available for download. Make a “zip file” of promo materials making it easy to share with customers, neighbors and friends.
Social Networking
Facebook Event Page – Link it, share it, refer to it in emails but above all – use it! Post pictures of people from previous fairs. Use people shots, not just words and logos TwiRer, Google Plus, Linked In - Create pre-wrilen messages to make it easier for volunteers, vendors, sponsors and district businesses to share. Instagram, Pinterest, Snapchat – Post pictures from previous fairs and current vendors, ac?vi?es and sponsors par?cipa?ng this
- year. Pictures tell the story on social media sites!
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hlp://albertamainst.org/whats-happening/street-fair/
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ONLINE CONTESTS, RADIO AND TV
Contests Radio
Invite local radio sta?ons to be a media sponsor do a live broadcast or even alend your event. Give them free booth space near a music stage. Buying radio ads guarantees coverage on the air. Ads can be cheaper by the dozen. Insist on running ads only when your target market might be listening. Engage sta?on listeners with contests or drawings that send people online, to your website, for more informa?on.
TV
Draw TV coverage with colorful, fun ac?vi?es that looks great with lots of ac?on. Write a great news release and send it to local TV sta?ons and follow up to make sure they got it. Send pictures from previous years. Invite famous TV broadcasters to be an announcer
- r MC during the fair.
Make it easy for media to cover events with a package of informa?on sent in advance. Include great pictures, stories about par?cipants, groups and sponsors. Tailor the informa?on to their audience.
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- Live broadcasts
- TV Promo?ons
- TV Adver?sing
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