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Event Marketing-5 Surefire Tips To Rocket Launch An Event Marketing Program Into The Spotlight
The other day I heard the exciting news that my friend, Sam, a crazy British director (crazy in a good way!), had his documentary film chosen to feature in several high-profile film festivals! The whole process, from pre-production, filming on location in Africa and clever editing, required preparation, research, skill and money!
I realized that no matter the size of a film – blockbuster, indie or documentary – before it even gets off the ground, film producers must carefully analyze essentially the same process as an event marketing program.
Go understand???
Is it really possible that event marketing producers and film producers have a common bond other than a similarity in job title?
Savvy marketers around the world are looking for exciting, memorable, and unconventional ways to connect with their customers.
Are you one of them?
It’s quite difficult to keep up to date with new marketing trends and then try to find a way to turn the idea into reality!
Stick with me kid and I’ll show you how to make your event shine!
Here are 5 tips to propel an event marketing program into the spotlight:
1. I will have what she has
Clearly define your target audience.
Why?
It helps to give your “typical customer” a name and personality – start by choosing a name, then figure out age, hobbies and interests, likes and dislikes, and values and beliefs .
A few years ago, I created a cool program that appealed to the trendy, hip 18-34 crowd for a national telecommunications company.
Meet Dave! (my version of their “typical client”)
Dave is 23, loves action sports and video games, must have the latest tech gadgets, likes clubbing with friends, and is new to full-time work!
2. Rebel without (without) a cause
Understand the goals. There must be a reason an event marketing program is needed. i.e. to increase brand awareness, drive sales, build brand loyalty, or increase traffic to the store.
Dave was targeted to create brand loyalty and increase brand awareness, to reduce the clutter of traditional advertising and to reach Dave on a very personal level – inspiring rapport and emotional connection!
If Dave had a extraordinary experience he will probably remember the event for a long time and tell his friends – word of mouth is far reaching and very valuable!
3. Of all the gin joints in town and she walks into mine
Research locations where your target spends time away from home – school, malls, festivals, fitness centers, concerts, clubs, cafes and sporting events.
It is essential that the location is the right choice for both your brand and your goals to establish credibility.
To reach Dave, I made a list of upcoming places where he would like to meet (festivals, concerts and extreme sports events)! The place that made the cut was a professional wakeboard and lifestyle festival.
4. Show me the money!
Establish a budget or at the very least a ball-park figure. The scale and scope of the entire event marketing program depends on the budget.
Put it like this.
A blockbuster Hollywood movie with outrageous special effects, Oscar-winning actors and a stunning location means big money, moolah, ringing cash…we’re talking MILLIONS baby! Whereas an independent film can produce something creatively brilliant on a shoestring budget.
The sky is the limit in terms of what can be done, but only if you have the dough set aside to support the idea!
5. Go ahead, make my day
Motivate your customer give some of their valuable time to learn more about your brand and then take action.
Either way – must be considered at once relevant and valuable by your customer. Incentives that work well are product samples, contests, interactive games, and branded bonuses. Everyone loves free stuff, but it has to be appropriate and valuable – otherwise, FORGET IT!
Back to Cool Guy Dave!
At the wakeboard pro event, I created the Chill Out Lounge – a special themed area that enhanced the experience for shorts and bikini goers.
The large branded dome tent was embellished with:
Think of the thousand and one nights and the disco on the beach! Friendly and attractive “brand agents” wearing board shorts, mini-skirts and trendy cowboy hats handed out ice-cold bottled water and lip balm to thousands of parched guests ( many, many Daves!).
Guests were encouraged to shield themselves from the scorching sun at the branded sunscreen station and enter a contest for a chance to win a fantastic trip to another guest-sponsored event!
Badda Boom, Badda Bing!
An event marketing program should strive to to hire, educate and motivate your customers.
It should be fun and stand out! The trick is to put it all together.
Think of it like this: invest in your customers and they will reinvest in your brand! (and that means a lot more money for you in the long run from your HAPPY CUSTOMERS)
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