Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012
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………… Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012 ………… Marketing that puts you on the map
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…………. Marketing that puts you on the map. Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012. Marketing that puts you on the map. Branding Events for Locals. Presented by The Placemaking Group: Dennis Erokan Miriam Schaffer. - PowerPoint PPT Presentation
Transcript of Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012
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Presentation for
CA Downtown Association - 2012 Annual Conference
October 30, 2012
………… Marketing that puts you on the map
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Branding Events for Locals
Presented by The Placemaking Group: • Dennis Erokan• Miriam Schaffer
www.placemakinggroup.com
Marketing that puts you on the map
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Branding Blueprint
www.placemakinggroup.com
Marketing that puts you on the map
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BrandingWhat is a brand?
….Owning a single idea, concept or feeling inthe mind or heart of the customer. Sometimes it’s justa word. A phrase. A thought. An emotion. ..you wantto own it in the mind of the customer. A brand helpsdifferentiate you from the competition.
-Dave Dunn, Branding: The 6 Easy Steps
www.placemakinggroup.com
Marketing that puts you on the map
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Branding Blueprint:Brand Product: Your Event
• What does your event offer?• How is it different from competitive events?
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Branding Blueprint:Brand Vision
The big picture: What is your overall goal for yourevent for the next five years?
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Branding Blueprint:Target Audience
•Who do you need to talk to?•What are their demographics?
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Branding Blueprint:Logo and Tagline• First build a name and personality for your downtown
• Be sure of our downtown’s qualities and character
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Branding Blueprint:Brand Promise
What does your event promise to deliver?
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Branding Blueprint:Brand Association & Credentials•Associations•Partners•Well known businesses•Attractions and events
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Branding Blueprint:Brand Message
What is the single most important thought you want people to remember about your event and your downtown?
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Branding Blueprint:Brand Message: Fairfield Candy Festival
The only candy festival of its kind in the U.S.A., located at the Jelly Belly Candy Co., with treats and fun for the entire family.
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How to Communicate Your Brand
•Website•Traditional Publicity•Social Media•Advertising
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Marketing that puts you on the map
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Website
• Visually appealing• Up-to-Date• Keywords• Testimonials• One More thing To Do
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Publicity
• Press Releases• Media Outreach• Put a face to the event
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Publicity
Be a source for reporters:
• HARO (HelpAReporter.com)• @helpareporter• @ProfNet• ReporterConnection.com
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Social Media
• Blogs• Facebook • Twitter• Pinterest• YouTube
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Marketing that puts you on the map
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• Connect with residents and visitors• Build excitement about events • Post videos to interest visitors• Use “Insights” to measure results
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Marketing that puts you on the map
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• Update at least 5X/week• “Like” FB pages of local businesses and target audience
• Embed the “like” button in your emails
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• Post 3X/Day. Stay on message• RT local business Tweets• Use and monitor hashtags (#) and @
• Use Twitpic• Link to your blog
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• Promote your event on Pinterest• Ask local businesses to like and repin.
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YouTube
• 2nd largest search engine• 4-billion+ Video views/Day• 50% more likely to come up in searches
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Marketing that puts you on the map
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Advertising
• Traditional media• Online• Businesses• Other Events• Facebook Ads
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The Placemaking Group
Twitter: @PlacemakingFacebook: facebook.com/placemakingPRweb
www.placemakinggroup.com
Marketing that puts you on the map
