Branding Your Event Bringing it all Together

Transcription

1 Branding Your Event Bringing it all Together JANUARY 8, 2011 Page 1

2 INTRODUCTION Todd Bellino Co-Founder and VP Business Development SignMeUp.com, Inc. SignMeUp is a leading provider of web-based software and services for event registration, membership management, subscriptions, ticket sales, donations and fundraising campaigns. We work with local clubs and groups, schools and corporations, nonprofits and associations around the world. Page 2

3 AGENDA Attract Engage Acquire Retain Social Media/Networks Websites Traditional Advertising Grass Roots Marketing Direct Marketing Summary & Q/A Page 3

4 SOCIAL MEDIA/NETWORKING There are more than 200 social media sites 20 have more registered users then population of California (>36M) The number has more than doubled in 2 years Social Functionality Makes Websites Fashionable Again* Businesses realize that users expect social integration to existing Websites Websites "digital hubs" that integrate social activity from many platforms You will need to integrate to be relevant in a socially connected world * Reference, David Armano Senior Vice President at Edelman Digit Page 4

5 SOCIAL MEDIA/NETWORKING 1. Promote where your participants, sponsors/partners are 2. Communicate to your constituents how and where they want to be communicated to 3. Build a better relationship with your participants, sponsors/partners Page 5

6 SOCIAL MEDIA/NETWORKING Facebook for Business (what is it?) Instead of friends your page collects fans Basically a Website/blog within Facebook Customizable media and content to engage your fans What Your Facebook Page Needs: Links to your site (registration/blog etc.) Links to related articles (yours or not) Videos/Photos (ask for participant input) Discussions Page 6

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9 SOCIAL MEDIA/NETWORKING 5 Reasons to be on Twitter (even if you think your customers are not on) 1. SEO Twitter is a great way to increase your event's footprint 2. Research A lot of people use social media as a quick avenue for information 3. Content generation Twitter is a breeding ground for great ideas (Twitter Feed) 4. Word of mouth Build and manage your reputation (Tweet Tabs) 5. PR People use Twitter for their source of information Page 9

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11 SOCIAL MEDIA/NETWORKING Collective Offers Groupon LivingSocial Localiter Deal Swarm You Swoop Dealster BuyWithMe Social Buy Home Run TownHog Crowd Savings Price Bunch Twongo Yipit GroupSwoop Bloom Spot Scoop St.Swoop Off Fly Coupon Ever Save My Daily Thread e Win Win. Page 11

12 SOCIAL MEDIA/NETWORKING Collective Offers Groupon Example Typical Deal $50 Value Sold for $25 You get $12.50 and they keep $12.50 per value sold 100 items are sold (often times they sell ) Simple math both parties get $1,250 in cash from the sale, but merchant is responsible for providing $5,000 in total value Page 12

13 SOCIAL MEDIA/NETWORKING Collective Offers Who is the Consumer buying from? What Consumer demographic is actually being reached? Will they turn into regular customers or will you never see them again? Are they your regular customers already? Page 13

14 WEBSITES Search Engine Optimization/Marketing 1. Learn and continue learning (read voraciously) SEOBook.com SEOMoz.org SearchEngineLand.com SearchEngineWatch.com SEObytheSea.com SearchEngineJournal.com 2. No magic bullet (no guarantee) 3. Google alone uses more than 200 factors in rankings Domain age Page titles (short/sweet) Keywords Page rank Links 4. It is not 'build it and they will come' Ongoing maintenance is required Page 14

15 WEBSITES Content (is King) Design is great but not at the sake of content Text content is particularly important for search engine placement Calls to Action Registration Volunteer Make a purchase Like me Make a donation Help raise money Follow me Test/Measure/Repeat A/B Testing Page 15

16 TRADITIONAL MEDIA/ADVERTISING 1. Does Your Ad Standout 2. Is it Relevant 3. Have You Identified Your Target Audience 4. Did You Catch and Hold Attention 5. Did You Create a Want or Need for Product/Service 6. Have You Measured Cost vs. Effectiveness (ROI) 7. Did You SELL Page 16

17 TRADITIONAL MEDIA/ADVERTISING 2 Tracks Public Relations and Advertising: You can control advertising, but not PR! With PR you do not control when or if the information is used Your message is subject to editing and whatever spin the media outlet chooses to put on it It takes a lot of time and practice to do PR well Page 17

18 TRADITIONAL MEDIA/ADVERTISING 2 Tracks Public Relations and Advertising: You can control advertising, but not PR! When you buy advertising you control everything You can tailor the message to each media outlet's audience, control frequency and reach You can design each advertisement so all your marketing materials have consistent look/feel/brand identity Page 18

19 TRADITIONAL MEDIA/ADVERTISING PR Print or web publications Ways of getting free press (quality photos with short write-ups) Create compelling longer press releases Tailor messaging to each publication Follow up and be ready to answer questions Radio or television Make solid contacts before you start Press releases and public service announcements (PSAs) can be a huge help Electronic media outlets may prefer to pre-record or conduct live interviews Calendar listings are also PR Local tourism assns., chambers of commerce, magazines, websites Make sure the listing is complete based on specific formats Page 19

20 TRADITIONAL MEDIA/ADVERTISING Advertising Print (magazines, newspapers, newsletters), TV, Radio, Web, Events Targeting your advertising is important Each media outlet may need new advertisement to be effective Sport, Demographic Specific or Both? You may want to focus on 100 mile rides in a bicycle magazine but 5 mile rides in a parenting magazine In local newspaper, the focus may be your charity Event exposure if you have time Each media outlet has a unique audience, different requirements for materials and deadlines be aware! Page 20

21 TRADITIONAL MEDIA/ADVERTISING Advertising The most important things you can do to build your brand are: 1) Be sure all your marketing tools have the same look and feel Your website Advertisements Brochures 2) Be visible Frequency is important You will have to get through clutter to be successful 3) Make it easy Don t hide contact info or registration links Direct people to your website 4) Be available Answer Answer phone messages Page 21

22 TRADITIONAL MEDIA/ADVERTISING Some Statistics Magazines are the fastest growing media sector other then the internet Readership up 5.7% in 5 years The fastest growth in magazine readers was the age group The average number of issues read is up 5% (18-34 age group is up 8.3%) The median age for magazine readers is 43 (median age of adults is 44) Magazine advertising consistently scores higher in receptiveness than TV or internet Magazines are rated by consumers as more trustworthy than any form of advertising other than word of mouth Page 22

23 GRASS ROOTS MARKETING Whether you call it avalanche marketing, buzz marketing, cascading style marketing, centrifugal marketing, exponential marketing, fission marketing, organic marketing, propogation marketing, referral marketing, ripple marketing, selfperpetuation marketing, self-propogation marketing, stir marketing, viral marketing, wildfire marketing OR You need to be visible and imaginative! Page 23

24 DIRECT MARKETING What is Direct Marketing all About? Setting Up a Dialogue Success is based on setting up positive dialogue with your customers and constantly testing and measuring what appeals to them Delivering what your customer wants keeps them buying your products or services Acquiring Customers It is not about single purchase sales, it is about getting customers Focus is on getting "life-time" value or repeat sales The goal is to capture data so you can build a relationship Listening to Them Customer service is a large component Customers will tell you what, where and when to sell Page 24

25 SUMMARY SWEET SPOT SUMMARY All facets fit together The sweet spot may be different for all Page 25