Marketing and Promotions For Special Events

Presented to: 2007 Parks and Recreation Ontario Educational

Forum and Trade Show Presented by: susan sommers

+associatesWednesday, March 28, 2007

905 889-6029www.susansommers.casusan@susansommers.cac. 2007

Definitions

Marketing Is: Communicating the right

message To the right audience Through the right medium At the right time

Marketing Today

Very targeted to specific groups

Less advertising Working on and off line Multi-dimensional: 5 to 7 times

Types of Events

Open House Fundraisers Recognition events Workshops, seminars, and

clinics Conferences and fairs Parades and holiday events

Goals for Special Events Generate revenue Educate the community Position you as a leader in your field Increase awareness of your

programs and services Attract new participants Gain credibility Develop media relationships Highlight sponsors

Define Your Key Markets

Current participants Past and potential participants Associations and clubs Local Community Government agencies Special Interest Groups (sports,

youth, seniors, women, etc.)

Define Your Key Markets

Sponsors and funders Volunteers Suppliers and contractors Other agencies Media Internet community

Start with Research

Look at trends, issues, and

misconceptions One on one Questionnaires Surveys Internet/e-mail

Design A Marketing Toolkit

Customize with 7 Tools: Tool #1: Branding Tool #2: Printed MaterialsTool #3: Internet sites and e-mail promotionTool #4: Corporate and Media Sponsorships and KitsTool #5: Networking/SpeakingTool #6: Trade and Consumer ShowsTool #7: Media campaigns

Tool #1: Branding Your EventsCreate Your Look Ensure it portrays your image Build recognition through signage,

business cards, portfolio, letterhead, advertising, packaging, Internet site, and show booth

Appeals to your target audience and lasts over time

Set body copy in friendly, easy to read typeface

Tool #1: Branding Your Events

Describe Your Events: Create a 20 word description

of your event __________ is a ________ thatoffers__________________ to___________.

Tool #2: Printed Materials

Tag line Should reflect your event YMCA Fundraising Event for youth

programs Tag line: “Invest in Youth”

TOOL #2: Printed Materials

Copy Tips Use point form Keep information short Avoid cliches and jargon Use plain English

Tool #2: Printed Materials

Event Brochures: Date, time and place Type of Event/goal Background Ways to register (on-line?) Donations/fundraising form Testimonials Photographs and graphics Contact information and Map

Tool #2: Printed Materials

Postcards and Posters: www.1000postcards.com New sizes Feature your work Educate clients Announce a special event Keep in touch with clients

Tool#2: Printed Materials

Distribution of printed materials Find sponsors for distribution: retailers Libraries Associations Government agencies and offices Related agencies Religious institutions

Tool #2: Printed Materials Postal walk Newspaper insert Posted on website E-mail and e-vite Mail How will you track? How will you evaluate?

Tool #3: Internet Site

Look at design: accessible, thorough, exciting, easy to use

Use the site for information and registration for special events

Descriptions and details Promote the site in all printed

materials

Tool #3: Internet Site

Home Page Backgrounder Fact Sheets Published articles FAQ’s Icon for Internet Media Room Links to other websites

Tool #3: Internet Site

Contact information Photos Upcoming Events Testimonials Call to action Awards given and received Sponsor information

Tool #3: Internet Site

On-line Media Room Archived news releases Bios Fact Sheet Story ideas List of key contacts Testimonials Recent media coverage Downloadable photos Articles

Tool #4: Sponsorships

Corporate and Media Sponsors Who are they? How can you find sponsors What can you offer sponsors? What can they offer your

event?

Tool #4: Sponsorships

Create a Sponsorship Kit Fact Sheets on organization and event Backgrounder Sponsorship Levels and Offerings Testimonials Information sheets Cover Letter Recent media coverage Business card

Tool #4: Sponsorships

Awards Win industry awards that

recognize your work Good media opportunities Media releases and photo ops

Tool #5: Networking/Speaking

Networking opportunities: Kiwanis, Rotary, etc. Industry Conferences Women’s Networking Sessions Trade and consumer shows Schools

Tool #5: Networking (is work)

Rules For Networking Rehearse a 20-word description Get out of your cocoon Set goals for yourself Trade information Listen and ask Approach a loner  Exchange business cards Follow up The more you give, the more you get 

Tool #6: Trade and Consumer Shows

An excellent way to promote your events, services, and programs

Hold a draw Build a data Distribute brochures and

postcards

Tool #6: Trade and Consumer Shows

Look at competitors Build action into booth Give out printed materials:

postcards, business cards, and brochures

Deliver media kits to Media Room Media sign-in table or On-site Media

Room Hold a draw

Tool #7: Media Campaigns

Marketing/PR vs. advertising Pros and cons The rise of advertorials

TOOL #7: Media Campaigns

Define and prioritize your key markets AND select the media that

reach themWhere do most of your markets getinformation?Get to know the media: names, titles, and deadlines

Tool #7: Media Campaigns

When To Contact the MediaBefore the event Day before: The Media

Alert/Photo Op During the event After the event

Tool #7: Media Campaigns

How To Contact the Media By e-mail By telephone By mail By fax Media Drop

Tool #7: Media Campaigns

Organize a Media Drop Two weeks before an event Call one week ahead to find

contact Drop a kit, product, and bag Follow up three days later

Tool #7: Media Campaigns

The Media Kit: Definition:

A customized presentation that provides detailed, pertinent information to the mediaA good Media Kit explains you and your organization to an Editor or Producer when you are not there.

Tool #7: Media Campaigns

Media Kit Checklist: News release Media Alert/Photo Op Backgrounders Fact Sheet Story Ideas Photos

Tool #7: Media Campaigns

Recent Media Coverage Testimonials Sponsor information Stats and studies Products and services Published articles Business card

Tool #7: Media Campaigns

Media at Your Event On site Media Check in Table On site Media Room

Tool #7: Media Campaigns

The Role of Advertising Advertising- Advertorials Advertising equivalency

Measuring and Evaluating Success

Track how well the tactics and persuasive messages are altering the perception of your target audiences

Look at: advertising equivalency, tone, placement, key messages

BUILDING FOR THE FUTURE

Evaluation and Planning  Did you identify the right markets for your

events? Was your brochure or postcard

effective? Did it include the right information? How would you change it? 

BUILDING FOR THE FUTURE Was your special event successful? Why or

why not? Did the media respond to your materials? Did the media attend your event? Did your media campaign get you publicity? Have you added the media coverage to your

brochure or kit?  Did you follow-up?

 

BUILDING FOR THE FUTURE Are you in a better position - financially,

sales, awareness, and support - than when you started your P.R. program?

What have you learned? What is your next step? To create a new, one-year plan

ANY QUESTIONS?

susan sommers + associates

905 889-6029 Fax: 905 889-8393 www.susansommers.ca susan@susansommers.ca