FECM 205
Promotional Marketing for Your Event
Week 6
Jannett Ioannides, CAE
Objectives For Today
1. Review of Where We are
2. See What You’ve Got
3. Introduction of Promotions – Promotions Defined
4. Understanding Promotional Objectives – Why?
5. Fitting into the Event Life Cycle – What to use when?
6. Push Vs Pull Promotions
7. Event Promotion Ideas – Commonly Used
Techniques
8. Alternative Promotions
9. Building Your Promotion
The Final Element of Your Events
Promotion Mix
Promotional Marketing Mix elements
covered so far this term:
1.
2.
3.
4.
5.
Advertising & Specialty Advertising
Website & Electronic Tools
P.O.P.
Public & Media Relations
Collateral
We have previously discussed 3 outcomes
needed for an effective
Promotional Campaign
1. Outcome 1: Your promotional message
reaches your intended and targeted
audience.
2. Outcome 2: Your message is understood
by your audience.
3. Outcome 3: Your message stimulates the
recipients and they take action.
Review of the 7 Steps In A Promotional Campaign
1. Step 1: Assess Marketing Communication Opportunities.
-examine and understand the needs of your target market. Who is your
message going out to?
2. Step 2: What Communication Channels Will You Use?
-deciding which communication channels most beneficial.
-will you use personal communication channels; face to face meeting,
telephone contact, personal sales presentation Or non-personal
communication; newspapers, magazines, promotions or direct mail work better?
3. Step 3: Determine Your Objectives
-promotional objectives stated in terms of long or short-term behaviors by
people who have been exposed to your promotional communication.
4. Step 4: Determine Your Promotion Mix
-allocate resources among sales promotion, advertising, publicity, and personal
selling
-create awareness among your buyers for promotional campaign to succeed.
- well rounded promotion will use all these methods in some capacity.
Review of the 7 Steps In A Promotional Campaign
5. Step 5: Develop Your Promotional Message
- sit down with team and focus on the content, appeal, structure,
format, and source of the message
-keep in mind in promotional campaigns appeal and execution always
work together.
6. Step 6: Develop the Promotion Budget
-must determine the total promotion budget
7. Step 7: Determine Campaign Effectiveness
-need to determine how you will measure the effectiveness once
implemented
Promotional Exercise Part 1
If We Could Do Anything!
In A Nutshell: You will compete in a mock contest to come up with ideas for
promoting your product to generate sales.
Time: 14 minutes
What You will Need:
1. Get into groups of 2 or 3(total of 8 groups)
2. Draw to get your business name & product line
3. Flip Chart Paper & Markers
What To Do:
1. You have been given a fictional business to represent and work to come up
with promotional ideas.
2. The purpose of the exercise is to come up with 3 ideas that will promote the
business and offer something special to customers.
3. With your current understanding of promotions, be creative and come up
with 3 promotional ideas.
4. There are no budgetary restrictions, but your submissions must be
“reasonable”. The ideas must relate to the business
Promotional Exercise
If We Could Do Anything!
Eg.
Name of the Company: Millennium Bank
Line of business: Banking
Idea #1: We are going to offer free checking for life to every 200th person who
signs up for the Millennium checking or savings account
1.
2.
You will have 14 mins to complete your ideas and a presentation will follow
We will then vote on the best idea
Event Promotions defined:
• Includes activities other than advertising, brochures, website, public
relations that attempt to stimulate consumer demand and increase ticket
sales
• Event promotion involves communicating the image and content of the
event program to the potential audience
• Seek to accomplish several broad objectives and can be used for
1. Increase audience/target market awareness (especially in the target
community)
2. Introduce new events, festivals, products and services
3. Increase sales volumes (audience & sponsors)
4. To combat competitors actions
5. Encourage increased purchasing & sales
6. Stimulate demand during slow periods
• Turning intention into action – ensure the consumer makes a decision to
purchase and follow up with the action of actually making the purchase
(tickets)
How Can Promotions Be Applied?
http://www.youtube.com/wa
tch?v=o2Hif9RjhPk&feature
=related
http://www.youtube.co
m/watch?v=RFbN9W
GJt_8&feature=related
Promotional Objectives
1. Increase audience/target market awareness
(especially in the target community)
– First step in attracting new audience or customers to event
– Must stimulate interest and create desire to act on the interest
– Advertising does this as well, but a targeted promotion helps turn
that awareness into consumer purchasing action
2. Introduce new events, festivals, products and
services
– Corporations & Associations launch new events, festivals,
products & services on a regular basis
– Best way to ensure target market aware of these is to initiate a
special promotion t draw attention
– Create interest – trail purchases or bonus, stimulate demand
Promotional Objectives
3. Increase sales volumes (audience & sponsors)
– Increased competition for attendees time and money
– To increase market share you may need to divert and take
business away form competitive events
– To accomplish, necessary to feature promotions offering a better
deal or greater value than the competition
– Spread the word
4. To combat competitors actions
– If loosing business to competition, may be forced to match their
offers or add a promotion of your own with a new twist
– Create a loyalty program f sorts – reward frequency
Promotional Objectives
5.Encourage increased purchasing & sales
– Increase sales by offering bundled packages –
attendance plus seminars plus tradeshows etc. –
creates value as well.
– Promotions can be used to encourage to trade up to
more expensive products, services, event elements by
offering discounts on more expensive components
6.Stimulate demand during slow periods
– Events have slow periods/times/days of the week
– Promotions can be used to increase traffic during those
times – remember to review the needs of your target
audience
How it works with the Event Life Cycle
• Advertising, collateral, websites need to work together with
any supporting promotional activities
• All of these functions need to be managed & balanced
carefully
• Promotions is one component of the marketing mix that
changes over the life cycle of an event
1. Intro Stage: Main focus in this stage is to inform potential
audience & consumers – CREATE AWARENESS & Build
attendance volume & Try Us Discounts
• Door Prizes, coupons, partnerships, referrals, contests,
raffles
How it works with the Event Life Cycle
2. Growth Stage: Main focus on building name
recognition for the event or festival and convincing
new audience consumers to attend
• PROMOTIONAL Objective must be twofold:
a) Reinforce & remind audience members to
patronize the event – induce repeat patronage
b) Reach new audience members who have not
patronized the event – thereby expanding volume
with significant number of first –time attendees
How it works with the Event Life Cycle
con’t
3. Mature Stage: Main focus to maintain attendee
base or grow it thru merging of events or festivals
– Coupons & discounts very popular in this stage (“New
this year…”)
– Coupons or discounts - Distribution thru mailers,
advertisements in publications , on website
– Help increase audience counts
– Coupons or discounts should be short-term inducements
to purchase – not meant to be long term
How it works with the Event Life Cycle con’t
4. Decline Stage: Main focus to revitalize
event/festival or launch a new format
– Promotions used sparingly if you get to this
point as evaluation of continuing event being
reviewed
Push vs Pull Promotions
Pull Promotions
Push Promotions
• Used when marketing wants to push the
product-service mix through the events
delivery system or C.of D.’s
• Suppliers creates demand for consumer
to want it
• Encourages increased sales and
consumption by consumers
• Eg:
– POP displays
– Advertising & Co-Op Advertising
– Traditional & Electronic Collateral materials
• By contrast is aimed at stimulating the
audience or consumers interest and
having them pull the offer through the
C. of D’s
• Builds consumer demand to supplier –
we WANT it
• Puts pressure on the event to supply the
product or service most in demand by
consuming audience
• Eg:
–
–
–
–
–
Sampling
Discounts price reductions
Coupons
Combination offers or bundling
Premiums or Specialty logo’d Advertising
products
– Contests, sweepstakes, raffles
Event Promotion Ideas
Work with your other event communications & media
elements to enhance them
Direct Mailings
Samplings
Prizes & vacations & trips
Discounted entrance
coupons
Raffles
Telemarketing – local
fundraiser calling potential
benefactor & community
leaders to enlist their support
for the event
Street Demonstrations
PSA’s
Cross Promotions
Stunts
Coupons & Discounts
Combination offers or
bundling
Premiums
Bundling/Combination
Offers
Types of Promotions – What Kind? Ideas?
http://www.youtu
be.com/watch?v
=fnmd6qGb974
Most Commonly Used Techniques
1.Coupons
2.Samplings
3.Premiums/Specialty
Advertising Products
4.Contests & Sweepstakes &
Raffles
Most Commonly Used Techniques
1. Coupons – primary objective to stimulate trail of event at a
reduced price, encourage multiple purchased and generate
increased sales
– Advantages:
•
•
•
represents tangible inducement offering savings or benefit
Time limited price reduction to create sense of urgency – will not affect
profit margins in the long term – pre-selling
Can be used to accomplish specific objectives – boosting sales during
weak periods
– Disadvantages:
•
•
Can be used to defraud - substitute cash for coupons
Redemption rates hard to predict – what is the true
value of the coupon
Most Commonly Used Techniques
2. Samplings – used to encourage trial of new events
or festivals – if they like it they will be more likely to
buy it
– Advantages:
• Gets consumer to try the product before they commit
• Represents value to the consumer – think they are getting something
for free
• Attend free sampling of speaker, or try the featured food
– Disadvantages:
• Can be expensive to give away products if done for an extended
period of time
• If food – ensure it is fresh – perishability can create a negative
impression
Most Commonly Used Techniques
3. Premiums/Specialty Advertising Products – giveaways – used to bring in
new attendees, encourage frequent visits (come 3 times and get..) and
to build positive word of mouth
– Advantages:
•
•
•
Consumers like to get something for nothing or for a good price – builds goodwill,
especially if premium/giveaway highly valued (can come from sponsors or your
partners too)
Clever or unique giveaway can build positive word of mouth as audience share
where they found it
Include logo on giveaway (premium/specialty ad product) – message remains in
front of consumer at all times
– Disadvantages:
•
•
•
•
Storage & handling can be challenging if large or bulky
Staff may take premiums for their own use
Quality of premium/giveaway must be equal to expectation created
Anticipating quantity may be difficult – sufficient inventory key
Most Commonly Used Techniques
4. Contests, Sweepstakes & Raffles – used to increase number of
customers and build market share – consumers love the game of
chance (especially if it supports a worthy cause)
– Advantages:
•
•
•
•
•
Consumers more involved in process due to element of skill & thinking required – presents an
opportunity to create & support lasting positive image (contests)
Those who enter have shown interest in what your offering and more likely then to attend
Entry can be easy (sweepstakes & raffles) – names & addresses can be used for mailing lists
Focus attention on prizes
Selection of winner (especially sweepstakes & raffles) can be easy
– Disadvantages:
•
•
•
•
Some difficulty in judging entries because criteria can be subjective – judges (contests) must
take it seriously as contestants do
Rules & Guidelines can be lengthy and turn participants off
Entry Box can get ‘STUFFED” – rules should prohibit mechanical reproduction
Individual chances of large prizes small and audience could get discouraged
NEW IDEA PROMOTIONS – Alternatives to the
traditional (Also known as Guerilla Marketing
Promotions)
Unexpected and unconventional; potentially interactive and
consumers/audience are targeted in unexpected places. Create
a unique, engaging and thought-provoking concept to generate
buzz, and consequently turn viral
1. Street promotions - relies on time, energy and imagination
2. Reverse Graffiti — clean pavement adverts
3. Viral marketing — through social networks
4. Presence marketing — marketing for being there
5. Grassroots marketing — tapping into the collective efforts of
brand enthusiasts
6. Wild Posting Campaigns
7. Alternative marketing
NEW IDEA PROMOTIONS – Alternatives to the
traditional (Also known as Guerilla Marketing
Promotions)
8. Buzz marketing — word of mouth marketing
9. Undercover marketing — subtle product placement
10.Astroturfing — releasing company news to imitate grassroots
popularity
11.Experiential marketing — interaction with product
12.Cross Promotions – partners to mutually promote each other
13.Stunts – designed to generate media coverage & attendance
by spectators
14.Guerrilla marketing promotions - initially used by small and
medium size (SMEs) businesses, but it is now increasingly
adopted by large businesses.
• WHAT OTHERS CAN YOU THINK OF??????
Promotional Exercise Part 2
If We Could Do Anything!
In A Nutshell: We are once again competing in a mock contest to come up with ideas
for promoting your product to generate sales.
Time: 18 minutes
What You will Need:
1. Get into groups of 2 or 3(total of 8 groups)
2. Draw to get your business name & product line
3. Creative Arts and Crafts Material Present on the table
What To Do:
1. You will use the same fictional business given to you in the 1st part of this
exercise to work on and develop promotional ideas.
2. Revisit and revise the 3 ideas you created in Part 1 to promote the business and
offer something special to customers.
3. Using the promotional ideas discussed today, be creative and come up with 3
GREAT promotional ideas.
Promotional Exercise
If We Could Do Anything!
4. There are no budgetary restrictions, but your
submissions must be “reasonable”. The ideas must
again relate to the business
You will have 18 mins to complete your ideas and a present
We will then vote on the best idea
So In Review:
Developing A Promotion - Calls for Careful
Planning
Select the target audience for the promotion – Your event audience
Establish specific objectives for the promotion – S.M.A.R.T.
Select the promotional technique – which would work best
Brainstorm about the potential offer – potential appeal and potential results
Create the promotional theme – be creative, captures interest?, carry thru
all elements of the event
6. Develop the promotional budget – include internal & external costs –
projected impact
7. Select the media & vehicles to support the promotion – hand in hand
8. Develop your implementation timetable – specific dates outlined
9. Conduct internal training for the staff – ensure all aware of the promotion –
build up the excitement
10.Work the plan – JUST DO IT!
11.Monitor results – compare to objectives
1.
2.
3.
4.
5.
Wrapping It Up!
http://www.youtube.c
om/watch?v=lZFhh5l
t9Qs
Some Video Promotional Ideas – Food For Thought
• http://www.youtube.com/watch?v=E38MKTxOQR8 – Chili Event
street promo
• http://www.youtube.com/watch?v=mNLVaeVHr8E – Apprentice
street marketing
• http://www.youtube.com/watch?v=zwBvjc-2DCY – Snickers in China
• http://www.youtube.com/watch?v=5WccKsN6H20 – Ikea dance
marketing
• http://www.youtube.com/watch?v=8fyRfqX-6Q8 – Swine flu street
marketing
• http://www.youtube.com/watch?v=pIYtlPV8cV8 – Stunt
• http://www.youtube.com/watch?v=tAOxmjZkRNA – Oslo piano
Objectives Achieved Today
1. Reviewed Where We are and What We know
2. Introduction of Promotions – Promotions Defined
3. Understanding Promotional Objectives – Why?
4. Fitting into the Event Life Cycle – What to use when?
5. Push Vs Pull Promotions
6. Event Promotion Ideas – Commonly Used
Techniques
7. Alternative Promotions
8. You Built Your Own Promotion