Secrets To An Award

Winning Marketing

Strategy for Events!

Guess what…

There are no secrets…

It’s like baking a cake

Combining

the right ingredients

in the right quantities

or you can end up with…

STEPS FOR WRITING AN AWARD

WINNING MARKETING STRATEGY

NAME

DATE

CONTACT – WEBSITE, MAYBE PHONE

Promotion

Price

Product

Place

IF IT WAS THAT SIMPLE

CONTACT – WEBSITE, MAYBE PHONEWE’D ALL BE RICH

It’s about getting

enough people,

spending enough money

and loving your event

so much – they come back

next year and bring more

friends

in a world of clutter

it’s hard to stand out

why were you created?

why do you exist?

understanding why you were created

and why you exist helps you focus

What’s your theme?

What’s your brand?

If you can’t afford a big advertising firm to help you develop your brand,

here’s some hints + techniques to develop with your event team..

If you were a band

…who would you be?

what colour are you?

DIFFERENT (beware of biggest & best)

Ballet anywhere

Ballet in the tropics

Port Stephens Running Festival

Running Events

KEY MESSAGES

NAME

DATE

CONTACT – WEBSITE, MAYBE PHONE10 WORDS OR LESS

( what makes you genuinely different)

WEBSITE

NAME

DATE

GREAT images

+

key message

+

call-to-action

IMAGE GALLERIES

Regional Tourism Organisation

Tourism + Events Queensland

http://teq.lookat.me.com.au/

Tourism Australia

http://www.images.australia.com/

Local & Regional Visitor Centres

Regional Tourism Organisation

Tourism + Events Queensland

Tourism Australia

Push Marketing

Leverage The Network

Don’t forget online calendersOnline Calenders - ATDW

Story Angle – Press Example

2013 National Left Handed Golf Tournament

secured by Northern NSW chapter

x National golf championship

x Held in every major town – Lismore, Byron

Bay, Ballina, – spread economic benefit

x Supported by local businesses

There’s a national association

for left handed golfers

When pitching to media

put yourself in their shoes

Visual – happening all the time

High cost of travel to event

Often aired after the event

TV

• Quality images

• Personalised angle

• Lifestyle /people angle

• Behind the scenes

Magazines

“Online billboard”

• One Image

• 25 – 50 words

Digital

“Simplicity + consistency

is KING for cut-through!”

Website Tiles

CAMPING

Email Footers…with dates

“Space filler”

• Dignitaries/VIPs

• Local council, VICs, RTO, TEQ, TA

• Media

• ANYONE you meet who shows an interest

Direct Mail

Italian festivalSpecial Interest Clubs

Digital + Social Media

NO SHINY MARKETING TEAM?

Involve your volunteers, stall holders,

performers, suppliers and

visitors in the marketing

Create photographic & ‘selfie’

opportunities at the event

Make them the stars!

What if all your event community sent a

personalised postcard?

Volunteering

Emotional Connection

My secrets

Learn by experience

Listen to your customers

Get the mix right

Network with your neighbours

Understand it’s not just marketing

Thank you!