MARKETING, PROMOTION & PUBLICITY CHECKLIST
Marketing Plan Should Answer These Questions
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Is there demand for this meeting
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How many similar events are held? Where?
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Can you effectively compete in price, quality and delivery?
Marketing Plan Should Include
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Target Market Analysis
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Competitive Analysis
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Goals and Objectives
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Marketing Budget
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Promotional Strategy
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Measures of Success
Integrated Marketing May Include
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Advertising (Print, Broadcast)
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Internet (EMAIL MAILING LISTS, NEWSGROUPS, WEB SITES, BANNER ADS)
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Promotions (Direct Mail Brochures, Flyers, Postcards; Contests, Giveaways)
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Publications (Magazines, Newsletters, Newspapers, Directories)
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Sales (Telemarketing, Direct Sales)
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Sponsorships (Events, Organizations, Publications)
Market Research Should Reveal
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What are the opportunities?
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What are the threats?
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Who are the past attendees and potential attendees?
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Why will they want to attend your meeting? (networking, education, purchasing)
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What are their demographics? (geographic distribution, job titles, purchasing power, etc.)
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What other types of meetings do they attend? (when, where and what cost)
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Is your meeting competitive with those events?
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Where do they get their information?
To Prepare a Promotional Budget
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Review amount spent on promotion of previous meeting.

Poll organizations with similar-size meetings for average promotional expenditures.

Estimate costs for each promotional tool based on estimates from suppliers.
Piano Technicians Guild, Inc.
4444 Forest Ave.
Kansas City, KS 66106-3750
Phone: 913-432-9975
Fax: 913-432-9986
www.ptg.org

Estimate promotion budgets of other successful meetings.
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Decide of you want to match or exceed expenditures of other successful meetings.
Promotion Plan Should
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Define key messages (selling points) for each target audience.
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Identify promotional materials and activities that will deliver the message.
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Map out timeline for producing and delivering materials.
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Reinforce organization’s brand identity.
Press Release Mailings
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Press Releases Tailored to each Media Outlet
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Up-to-Date Media Mailing List
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Press Kit Available Online
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Follow-Up Mailings with Phone Call to Contacts
Printed Materials
General

Budget Sensibly
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Include All Printed Material

Solicit Print Bids
Materials Distributed Before and During Meeting
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Letters, Postcards, Flyers and Brochures
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Pre-Registration and Housing Forms
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On-Site Registration Forms
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Invitations to VIPs, Private Receptions, etc.
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Official Programs of the Meeting
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Badge Holders and Paper Stock
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Evaluation Forms
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Session Handouts/Proceedings
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Tickets
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Registration Lists
Using Web Sites Effectively
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Work with a Pro
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Weave Your Section in Seamlessly
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Keep is Simple
Page 2 of 3
From The Convention Industry Council Manual, 7th Edition, © 2000, 2005 by the Convention Industry Council
ALL RIGHTS RESERVED
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Tie in to Promotional Material to Support or Corroborate Features and Benefits
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Make Navigation Easy
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Be Consistent in Details

Reward Visitors with Added Value
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Update Information Regularly
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Encourage Visitors to Register
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Add Bells and Whistles for a Reason
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Promote Future Meetings
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Copyrights, Disclaimers and Disclosure
Online Advertising

Industry Publications
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Trade Associations or Affiliated Organizations

Vertical Portals That Serve Industry
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Convention and Visitors Bureau for Meeting Destination

Event Sites That List Meetings, Conventions and Exhibitions
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LinkExchange Banner Network
Distribute Email Newsletter
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Meeting Information
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Show Daily News

Post-Show Reports

Industry News

Educational Articles
Page 3 of 3
From The Convention Industry Council Manual, 7th Edition, © 2000, 2005 by the Convention Industry Council
ALL RIGHTS RESERVED