Transcript Event Promotion

Event Promotion
With
Katie Kiaha
Marketing Manager
Overview
 Marketing
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Plan – the basics
Setting objectives
Creating a budget
Identifying key market segments
Working on effective messaging
Implementation
• Create a timeline
• Identify methods of communication
 Other
tips for getting the word out
Marketing Plan - Intro.
 Key
points to remember about marketing
plans:
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Not scary
Roadmap
No event is perfect and even the perfect
marketing plan can’t guarantee high turnout at
your event, but they are your best bet for
success
Marketing Plan - Intro. (cont.)
Tip #1 – Give yourself plenty of time. This is
key. The last thing you want to do is say
“oh, our event is in a week…hmm, what
should we do?”
“Prior planning leads to success.”
-My Mom
Marketing Plan - Objectives
What is the objective of the marketing
plan?
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In order to see if your marketing efforts were
successful you will need to measure them
against something. In this case, objectives
are typically goals for attendance. These
goals might be a specific number.
Marketing Plan - Budget
How much do you have to spend on your
marketing efforts?
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Break it down to how you will allot to each
outreach effort. (ex: X number of dollars
toward printing flyers).
Typically all else will have to fall in line
behind your budget.
Marketing Plan - Identifying Market
Segments
What market segments would you like to
hit?
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Member
Non-members who have attended events or
shown interest in the past
Industry professionals who might benefit in
some way from attending
Are there any new market segments you’d
like to address?
Marketing Plan - Messaging
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What are you going to say?
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Why would someone want to come to this event?
(Networking opportunity at the cocktail hour after
the course has concluded)
What would someone gain from attending this
event? (Ex: PDH Hours)
Is there a unique speaker or course that no other
event similar to yours is offering? (Ex: Nationally
renowned speaker, John Doe)
If this event has been done before, what are you
doing new this time around? (Ex: Something NEW)
Marketing Plan – Messaging (cont.)
#3 – A mistake that too many
marketers make is assuming that
everyone thinks as they think. But the truth
is, often times the creators of the
messaging are too close to the projects
they are working on to get the proper
perspective. My recommendation is to get
the opinion of several people. Work as a
team on all communications when
possible.
 Tip
Marketing Plan – Messaging (cont.)
#4 – Keep it short, keep it light, keep it
simple. Give them the details they need to
get registered.
 Tip
Marketing Plan - Implementation
When would you like to communicate
with the market segments you have
identified?
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Create a schedule. Then try to stick to it.
Marketing Plan - Implementation
(cont.)
Trick #1 –You are your best marketing tool.
You have all the info and the ability to
generate responses in a way that
impersonal approaches may not. Try
posting your event in your office (ask
permission first). Also, try adding a tagline
like “Questions? Ask Mary ext. 123”. Place
a nice poster or flyer in a break room or
other high traffic area (near water
fountains, coffee pots, etc.)
Marketing Plan – Implementation
(cont.)
How would you like to communicate to
these different market segments?
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Direct Mail
E-mail
Other printed collateral pieces
Marketing Plan - Implementation
(cont.)
Tip #2 - Space out your communications.
Don’t inundate your audience with emails, DM pieces, etc. Try to create a
schedule that will:
1. Introduce your audience to your event;
2. Continue to remind your audience of the
benefits of attending ;
3. Get them to register ahead of time.
Other Tips…
 Make
sure IECA is aware of your event
well ahead of the event date.
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Send out e-mail through IECA
Post the event to the events calendar
 Update
your Chapter’s website.
 Be your own best marketing tool.
 Create a basic “calendar posting” press
release with details on your event and
send it to industry publications.
Summary
 Determine
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details of event
Create a Marketing Plan
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Set objectives
Create a budget
• Allot specific amounts for each marketing initiative
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Identify key market segments
Work on effective messaging
Create a timeline with methods of how you
will reach each market segment
Questions?
Contact information
Katie Kiaha
e: [email protected]
p: 303-640-7554