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Market Right

Date post: 16-Dec-2014
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A Do-it-yourself Guide to Marketing.
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Market Right! A No-Nonsense Approach to Do-it- Yourself Marketing Stacey Ruth CEO, The WOW Factory
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Page 1: Market Right

Market Right!A No-Nonsense Approach to Do-it-Yourself Marketing

Stacey RuthCEO, The WOW Factory

Page 2: Market Right

Maximize Your

Event Marketing.

Page 3: Market Right

Universal CHALLENGES

→ Limited resources→ Competition→ Knowing where to start→ Creative ideas→ Strategy/Plan→ More tactics→ Better Tactics→ Budget

Page 4: Market Right

INSIGHT #1

Get ANSWERS.

Page 5: Market Right

Get ANSWERS.GET INSIDE THEIR HEADS. Not sure what’s keeping

attendees and traffic away from your event? Wondering why

they just aren’t really engaged in your program? Stop

guessing. Ask.

SURVEY. Live phone surveys deliver more statistically valid,

and in-depth information than any other polling methods.

ANALYZE. Look for the trends. Is your event aligned with

what your audience is actually looking for?

ADJUST. Adapt your event content, speakers, location,

experience, or just your message. Communicating how you

are uniquely addressing attendee needs is the biggest step to

growing your attendance.

Page 6: Market Right

INSIGHT #2

Get LOUD.

Page 7: Market Right

Get LOUD.

Turn it up a notch. Lack of awareness is the greatest obstacle to event attendance. This is no time to be humble. You have an event to grow.

Limited budget need not limit your visibility. Today, targeted online and social promotion opportunities are readily available on almost any budget.

Page 8: Market Right

INSIGHT #3

Get FOCUSED.

Page 9: Market Right

Get FOCUSED.

No one can be all things to all people. Your event has a clear purpose and a precise set of objectives.

Align your event experience with those objectives, and watch your credibility – and attendance – soar.

Build a community of like-minded individuals who are there for those same reasons.

Page 10: Market Right

INSIGHT #4

Get CREATIVE.

Page 11: Market Right

Get CREATIVE.

Powerful creativity comes from absolute clarity. It is brief. It is complete. It is visually compelling.

How your website looks, the sophistication of your emails, every touch point with potential attendees – all telegraph the brand of your event. What are you saying about your event right now?

Page 12: Market Right

INSIGHT #5

Get READY.

Page 13: Market Right

Get READY.

We’ve got work to do. It’s time to get down to “brass tactics”. Let’s see some examples:

Page 14: Market Right

Real EXAMPLES

Shaun King launched the Courageous Church in Downtown Atlanta using only Facebook, Twitter, YouTube and blogging. Even with no catchy mailer, six hundred people showed up. Facebook was so impressed that they featured a blog post talking about how Pastor Shaun used Facebook to build a church community.

LESSON: Social media is more than an online accessory; it’s a dynamic active community

To tap into.

Page 15: Market Right

Social Media | FACEBOOK

→ Recruit Fans

→ Keep it content-rich (announcements of upcoming events don’t really count)

→ Ensure more than 50% of content comes from Fans

→ Engage your Fans through polls and contests that get them generating the content

→ Enhance your page with applications that drive engagement and viral effect – like virtual gifts.

→ Reward your audience with giveaways, sweepstakes, and sale coupons. (HINT: These can be from sponsors!)

→ Bring the conversation offline

→ Keep it simple

Page 16: Market Right

Social Media | TWITTER

→ Broadcast news

→ Ask questions and get feedback / advice

→ Run a poll

→ Point to useful resources (including sister organizations)

→ Promote your content / speakers / sponsors

→ Tell others about events (not just yours)

→ Follow those who follow you

→ Tweet several times daily

Page 17: Market Right

Social Media | YOUTUBE

Building Content

→ Keep it brief

→ Keep it informative

→ Make it lively and interesting

Engaging Members→ Thank subscribers with wall comments → Allow comments to be posted on your channel wall

Promoting Account/Channel→ Generate subscribers to your channel by subscribing to

other channels → Send Friend Requests on YouTube

Page 18: Market Right

Social Media | BLOGS

→ Intriguing titles

→ No less that one post per week if possible

→ Including an image with a post is recommended when possible. Use your keywords in the image “alt” attribute when possible

→ Link to other blogs and/or to previous posts of your own

→ Mix up length of your posts. When possible, offer analysis, new tips and tricks

→ Announce on other social networks about your post (Facebook or Twitter).

→ Comment to other’s comments in your own blog.

→ Comment on other blogs

Page 19: Market Right

Real EXAMPLES

Pastor Dino Rizzo goes with his team on late-nite bar outreaches. They station themselves outside bars around closing time and offer people water and juice and Chick-Fil-A sandwiches. Pastor Dino gave a sandwich to a guy who was shocked to see him there – he said he goes to his church and really couldn’t believe his pastor cared enough to check on him.

LESSON: Serve people when they least expect it.

Page 20: Market Right

Guerilla Marketing

The Useful Business Card

Direct mail a neatly designed book mark,folding down to business card size.

→ Helpful tips

→ Resource websites

→ Event dates

→ Your website

Page 21: Market Right

→ Keep it fun and thought-provoking

→ An optical illusion works

→ Add a website address

Guerilla Marketing

The Car Magnet

Page 22: Market Right

→ When school closings are announced – announce you will be open.

Guerilla Marketing

The Announcement

Page 23: Market Right

Marketing Strategy: HELP!

→ Audit→ Survey→ S.W.O.T.→ Build a S.M.A.R.T. Plan→ Budget→ Build Timeline/Schedule→ Assign Responsibilities

Where Do We Start?

Page 24: Market Right

S.W.O.T.

• Knowledge of issues facing home schoolers

• Focus on Christian principles

• Strength of group as lobby

• Limited funding

• Low awareness

• Violence in schools

• Return to core values

• Mega “for profit” conferences

• Economy

STR

EN

GTH

S

WEA

KN

ESS

ES

OP

PO

RTU

NIT

IES

TH

REATS

Page 25: Market Right

1. Percentage of revenues20% (used more for small businesses)

2. Percentage of net sales4% is a common multiplier

3. Everything you can afford

4. More than the competition

5. Desired customer (attendee) growth

6. Industry specific

7. Spend nothing, market for free

8. Desired market share

9. Objective/task oriented

10. Take last year's budget and subjectively add to it or cut it to arrive at a figure for this year's budget

Marketing Strategy:

Budget

Page 26: Market Right

→ Pull a Stunt→ Hold a Contest → Give Away Tips→ Get A Posse→ Add-on with a Discount→ Build Referral Program→ Update Your Website→ Get Social→ Newsletter Cross-promotion

Marketing Strategy: HELP!

How Do We JUMP-Start?

Page 27: Market Right

→ Network→ Speak Up→ Participate In Church & Community

Service Events→ Write Articles→ Be The Expert→ Listen To Radio Talk Shows

Marketing Strategy: HELP!

How Do We JUMP-Start?

Page 28: Market Right

Check Your ProgressRegularly

Marketing Strategy: HELP!

How Will We Get There?

Try New Things

Give Your Plan TimeTo Work

Ask ForFeedback


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