Event marketing – You must do it

truck signage_000002Now and into the future Event Marketing must be a key component of any businesses strategy …..

But Why ?

Because in the days of high tech and virtual everything people want more contact, touch, hand s on experience and connection with the people they do business with or are interested in doing business with ….. and now more than ever through clever use of media it has never been easier to connect your event to people anywhere in the world.

Based on the numbers from the Event marketing Institute it really works!! While other forms of marketing are far less measurable in terms of impact.

And now any event can be even more effective if you pay more attention to the potential of Event Media and Event presentation as highlighted in Seduce and Enjoy – Engaging and Entertaining your Audience

But what is Event marketing?

Event marketing is a promotional strategy that involves face-to-face contact between companies and their consumers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays. The practice works because it engages consumers while they’re in a willing, participatory position.  

In contrast to traditional advertising, which blasts millions of consumers with the same general television, radio or billboard message, event marketing targets specific individuals or groups at gathering spots, in hopes of making quality individual impressions.   Marketing-Schools.org

What Type of Events?

Events are many and varied and can be tailored for the specific audience to gain maximum impact with the right planning promotion, presentation and follow up.

Events can include   The scope is unlimited and can in fact include other peoples events .  For example sponsoring a big name artist in concert and making special ticket purchase options available to your supporters.

Even local events can gain massive leverage on a wide scale by live streaming, smart social media etc to make sure those that would, could or would like to be able to attend know all about it.  These days hiring a big name to be a brand ambassador can mean one appearance at one location but interaction on a wide scale by letting the world know via social media.

When people attend events – live or virtually – you can collect information about them, gain insights into them and be well prepared for ongoing deeper engagement ……  using polls and surveys as part of the “price of admission”

In up coming posts I will look at the specifics of Event Media and Event Presentation. … in the mean time check out http://www.seduceandenjoy.com

 

 

 

 

 

 

 

The Importance of Being

seuss-youPlanning, training, mentoring, strategising, focussing etc etc are all things expected of us in business and in life these days.

And of course we all spend lots of time telling people in business especially about us and what we do and why we do it – Missions, Visions, Passions etc – and above all why we are the person for whatever is needed.

But how much time do we spending Being what we say we are?

Some years ago I had a saying that I promoted to all of my clients –

BE What you Say and Say what you BE.

…….and when all else fails BE YOU… you should at least aim to become good at that!!

And that generally involves telling the truth to the best of your ability as everybody appreciates the truth ………Although  I think we all know any one who says they never Lie is Liar.   At the very least we tell the occasional Lie to protect others and their feelings and reputations.

Even the most honest, loyal faithful husband will lie to his wife if he needs to …………..when asked “Does My Bum Look BIG in this ?”        I am sure he will if necessary Lie or at least avoid the question by saying “Darling you have a great arse!!” Continue reading The Importance of Being

WHAM BAM ’em dont PR ’em

Screen Shot 2014-11-20 at 11.18.13 amIn a very recent post I highlighted the need to tear down the walls within marketing, PR, media and advertising.

Having highlighted the problems that come from trying to keep segregated, functions that should be totally integrated, I now want to propose a fairly obvious solution.

BAM – Best Appropriate/Available Media !

It’s about taking a more holistic approach to Marketing Communications by focusing on messages and outcomes rather than tools.

Rather than doing a Press Release or posting in Social Media or even running a TV Commercial take a step back first to do some objective planning.

As with almost anything in life if you can nail the who, what, when, how, where and how much, you can up about with the best solution and approach. Continue reading WHAM BAM ’em dont PR ’em

Tear down those walls

 

Recently when I read of the twenty fifth anniversary of the tearing down of the Berlin Wall I was reminded of one of the great speeches in history.  In June of 1987 US President Ronald Regan stood at the Brandenburg Gate in Berlin and called on Russian President, Michael Gorbachev, to tear down the wall that had divided the city for 26 years …..  and just over 2 years later it was gone.

At the time I was midst some work for a couple of clients that had me dealing with the imaginary walls that still seem to divide PR, Marketing, Sales, Advertising, Social Media etc etc. in the mind of many.  For one we were doing PR and the other we were doing Social Media .

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In April of 2008 I read an enlightening book by David Meerman Scott which set out to define the Rules of Marketing and Social Media in the Internet Age.

As a result I wrote a blog about  These New Rules  and talked about the need to utilise the best tools available rather than think about Press Releases and Blogs. Continue reading Tear down those walls

The Mad Men meet The Math Men

 

Sales Forcelogo-marketing-cloudFor some time now Marketing Automation platforms such as SalesForce have been seen as a potential major disruptor for traditional paid media advertising.

The ability of platforms such as SalesForce to facilitate more organised, direct and easier access to customers and prospects is being harnessed by many major companies worldwide at the expense of the $800 billion worldwide ad industry.

Some years ago we undertook a project for a client with just this in mind….. and we in fact combined traditional advertising with Salesforce in a primitive way to establish the basic foundations of the sort of marketing automation platform we see as very much the future.

We chose SalesForce as the platform as we believed it was best suited than and had the future focus needed, especially being Cloud based … this judgment has been vindicated by the prestigious business magazines Forbes and Fortune

SalesForce was named by Forbes Magazine as the World’s Most Innovative Company. This is the fourth consecutive year that salesforce.com has received this recognition. This comes on the heels of the company being chosen by FORTUNE as the World’s Most Admired Software Company for the second year in a row and being ranked 7th on FORTUNE’S 100 Best Companies to Work For list. Salesforce.com is the fastest growing top ten software company and the world’s #1 CRM platform.    

Before launching our Client’s ad campaign on TV we build a website that matched the campaign and embedded in the site a SalesForce form to ensure that we captured information directly from everyone who was interested in our Clients’s offering.  Given the focus of the ad campaign was a very clear call to action – Go to Our Website NOW – We wanted to ensure for the future that we built a database that could be sliced and diced, segmented and targeted via email, social media and other direct digital channels well into the future. Continue reading The Mad Men meet The Math Men

More Than a TV Commercial

30 sec spot

In his book ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising”, released June 2005, Joseph Jaffe focused on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.

Ten years on it is very clear that traditional advertising, in the form of print, radio, and most notably, television, used for decades, no longer works as effectively they once did.

However with the growth of social and digital media and the associated analytics and measuring tools and techniques now available, TV is even more of a viable advertising medium than ever.  With the costs of production coming down as a result of technology advances too, the cost effectiveness of TV advertising has never been better.

In fact now with the ability to monitor, measure and analyse…coupled with better insights and targeting data the old adage:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

Continue reading More Than a TV Commercial