Event PromotionEvent Promotion

WithWith

Katie KiahaKatie Kiaha

Marketing ManagerMarketing Manager

OverviewOverview

Marketing Plan – the basicsMarketing Plan – the basics Setting objectivesSetting objectives Creating a budgetCreating a budget Identifying key market segmentsIdentifying key market segments Working on effective messagingWorking on effective messaging Implementation Implementation

• Create a timelineCreate a timeline• Identify methods of communicationIdentify methods of communication

Other tips for getting the word outOther tips for getting the word out

Marketing Plan - Intro.Marketing Plan - Intro.

Key points to remember about Key points to remember about marketing plans:marketing plans: Not scaryNot scary Roadmap Roadmap No event is perfect and even the perfect No event is perfect and even the perfect

marketing plan can’t guarantee high marketing plan can’t guarantee high turnout at your event, but they are your turnout at your event, but they are your best bet for successbest bet for success

Marketing Plan - Intro. (cont.)Marketing Plan - Intro. (cont.)

Tip #1 – Give yourself plenty of time. Tip #1 – Give yourself plenty of time. This is key. The last thing you want This is key. The last thing you want to do is say “oh, our event is in a to do is say “oh, our event is in a

week…hmm, what should we do?” week…hmm, what should we do?”

““Prior planning leads to success.”Prior planning leads to success.”

-My Mom-My Mom

Marketing Plan - ObjectivesMarketing Plan - Objectives

What is the objective of the What is the objective of the marketing plan? marketing plan?

In order to see if your marketing efforts In order to see if your marketing efforts were successful you will need to were successful you will need to measure them against something. In measure them against something. In this case, objectives are typically goals this case, objectives are typically goals for attendance. These goals might be a for attendance. These goals might be a specific number.specific number.

Marketing Plan - BudgetMarketing Plan - Budget

How much do you have to spend on How much do you have to spend on your marketing efforts? your marketing efforts?

Break it down to how you will allot to Break it down to how you will allot to each outreach effort. (ex: X number of each outreach effort. (ex: X number of dollars toward printing flyers). dollars toward printing flyers).

Typically all else will have to fall in line Typically all else will have to fall in line behind your budget. behind your budget.

Marketing Plan - Identifying Market Marketing Plan - Identifying Market SegmentsSegments

What market segments would you What market segments would you like to hit?like to hit?

MemberMember Non-members who have attended Non-members who have attended

events or shown interest in the pastevents or shown interest in the past Industry professionals who might Industry professionals who might

benefit in some way from attendingbenefit in some way from attending Are there any new market segments Are there any new market segments

you’d like to address? you’d like to address?

Marketing Plan - MessagingMarketing Plan - Messaging

What are you going to say? What are you going to say? Why would someone want to come to this Why would someone want to come to this

event?event? (Networking opportunity at the cocktail (Networking opportunity at the cocktail hour after the course has concluded)hour after the course has concluded)

What would someone gain from attending this What would someone gain from attending this event? event? (Ex: PDH Hours)(Ex: PDH Hours)

Is there a unique speaker or course that no Is there a unique speaker or course that no other event similar to yours is offering? other event similar to yours is offering? (Ex: (Ex: Nationally renowned speaker, John Doe)Nationally renowned speaker, John Doe)

If this event has been done before, what are If this event has been done before, what are you doing new this time around? you doing new this time around? (Ex: (Ex: Something NEW)Something NEW)

Marketing Plan – Messaging (cont.)Marketing Plan – Messaging (cont.)

Tip #3 – A mistake that too many Tip #3 – A mistake that too many marketers make is assuming that marketers make is assuming that

everyone thinks as they think. But the everyone thinks as they think. But the truth is, often times the creators of the truth is, often times the creators of the messaging are too close to the projects messaging are too close to the projects they are working on to get the proper they are working on to get the proper perspective. My recommendation is to perspective. My recommendation is to get the opinion of several people. Work get the opinion of several people. Work as a team on all communications when as a team on all communications when

possible.possible.

Marketing Plan – Messaging (cont.)Marketing Plan – Messaging (cont.)

Tip #4 – Keep it short, keep it light, Tip #4 – Keep it short, keep it light, keep it simple. Give them the details keep it simple. Give them the details

they need to get registered.they need to get registered.

Marketing Plan - ImplementationMarketing Plan - Implementation

When would you like to When would you like to communicate with the market communicate with the market segments you have identified? segments you have identified?

Create a schedule. Then try to stick to Create a schedule. Then try to stick to it. it.

Marketing Plan - Implementation Marketing Plan - Implementation (cont.)(cont.)

Trick #1 –You are your best marketing Trick #1 –You are your best marketing tool. You have all the info and the ability tool. You have all the info and the ability

to generate responses in a way that to generate responses in a way that impersonal approaches may not. Try impersonal approaches may not. Try posting your event in your office (ask posting your event in your office (ask permission first). Also, try adding a permission first). Also, try adding a

tagline like “Questions? Ask Mary ext. tagline like “Questions? Ask Mary ext. 123”. Place a nice poster or flyer in a 123”. Place a nice poster or flyer in a break room or other high traffic area break room or other high traffic area

(near water fountains, coffee pots, etc.)(near water fountains, coffee pots, etc.)

Marketing Plan – Implementation Marketing Plan – Implementation (cont.)(cont.)

How would you like to communicate How would you like to communicate to these different market to these different market segments?segments?

Direct MailDirect Mail E-mailE-mail Other printed collateral pieces Other printed collateral pieces

Marketing Plan - Implementation Marketing Plan - Implementation (cont.)(cont.)

Tip #2 - Space out your Tip #2 - Space out your communications. Don’t inundate your communications. Don’t inundate your audience with e-mails, DM pieces, etc. audience with e-mails, DM pieces, etc.

Try to create a schedule that will: Try to create a schedule that will:

1.1. Introduce your audience to your Introduce your audience to your event;event;

2.2. Continue to remind your audience of Continue to remind your audience of the benefits of attending ;the benefits of attending ;

3.3. Get them to register ahead of time. Get them to register ahead of time.

Other Tips…Other Tips…

Make sure IECA is aware of your event Make sure IECA is aware of your event well ahead of the event date.well ahead of the event date. Send out e-mail through IECASend out e-mail through IECA Post the event to the events calendarPost the event to the events calendar

Update your Chapter’s website.Update your Chapter’s website. Be your own best marketing tool.Be your own best marketing tool. Create a basic “calendar posting” Create a basic “calendar posting”

press release with details on your press release with details on your event and send it to industry event and send it to industry publications.publications.

SummarySummary

Determine details of eventDetermine details of event Create a Marketing Plan Create a Marketing Plan

Set objectivesSet objectives Create a budgetCreate a budget

• Allot specific amounts for each marketing Allot specific amounts for each marketing initiativeinitiative

Identify key market segmentsIdentify key market segments Work on effective messagingWork on effective messaging Create a timeline with methods of how Create a timeline with methods of how

you will reach each market segmentyou will reach each market segment

Questions?Questions?

Contact Contact informationinformationKatie KiahaKatie Kiaha

e: e: katie@ieca.orgkatie@ieca.orgp: 303-640-7554p: 303-640-7554