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

 

 

 

 

 

 

 

Seduce and Enjoy – Engaging and Entertaining your Audience

Coaching-seduction

Some time ago I planned to write an article about the increasing importance and value of Event Marketing.  I planned the headline and the picture as I do to get  the story in my head as i do every time, when I start thinking about what I will  write about.

But this is not the article I planned to write on why Event Marketing needs to be a key component in every brand building and sales campaign these days.

The more I thought about the importance of Event Marketing and adding High Touch in a High Tech world was important I realised most EVENTS are missing some key components and we have not changed the basic way we do events of all types in business. The two key elements overlooked or lacking for all manner of reasons, not the least of which is we avoid things that are new and disruptive, are Event Media (as opposed to Marketing) and Event Presentation (as opposed to Production) …. as they just become part of the Marketing or Management and don’t get the focus deserved these days in a much changed world because they get squeezed out in a largely operational budgeting exercise. Continue reading Seduce and Enjoy – Engaging and Entertaining your Audience

Follow That #HashTag

mashable.com
mashable.com

Barely a day goes by without someone telling me they can help me get my site listed on the first page in Google via SEO, SEM etc etc

It is reasonable that in business we are obsessed with getting onto that page for our category of business in Google otherwise we may become invisible so we fall for these promises all too often.

Lets face it Google is an Ad Company they have no interest in your site ever being found unless you buy an ad (AdWords) from them.  So they make it hard as possible for anyone to work out how to get found without advertising ….so don’t waste your money on people they say they can do it and spend it where it will get results.

As the number of websites continues to grow achieving this and standing out from the competition gets harder and harder and creativity becomes more and more important.  So I repeat don’t listen to people that say they can do what you want as they are selling the same story to your competitors too.

Anyway given Google is the new Yellow Pages do you really want people looking for you on a page that features your competitors too or do you want to be unique.

In a recent post More Than A TV Commercial I talked about how we linked TV ads to the Website via a repeated call to act ….. and also the use of a unique and memorable domain name … The aim being to stop prospects searching generically based on what the business does and remember a catchy tag line instead.

Recently we have seen the proliferation of the hashtag and I see them as another means to make sure you get found.

What is a HashTag all about?  Well according to Mashable.com

Hashtags are those short links preceded by the pound sign (#) — may seem confusing and unnecessary. But they are integral to the way we communicate online, and it’s important to know how to use them

On Twitter, the pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. So, if you wanted to post about the Breaking Bad finale, you would include #BreakingBad in your tweet to join the conversation. Click on a hashtag to see all the posts that mention the subject in real time.

# signageNow we see them everywhere on the backdrops for interviews on the red carpet at the Oscars through to weddings to ensure all the pics taken can be seen by all.

TV has been leveraging Hashtags for some time now to have viewers talk about shows while they air. And now there is talk about tighter integration between Twitter and TV

Given it can be a powerful search facility and it can be as memorable as you can be creative it is important for business to focus more on Hashtags.

Slogans and TagLines should be in hashtags and through common use the brand can own the Hashtag.

So just as it was once vital to register a Business name and trademark etc it became just as important to do the same with relevant domain names and Social Media handles in Twitter etc now its about HashTags.

They are informal there is no registering its all about usage so just decide on the best ones for you and start using them everywhere.

If you use a tagline for your web address and you should if its memorable then make sure you use it often as a hashtag too,

 

Write Drunk ….. Edit Sober

short blog post squareNow that I have your attention with that headline let me explain why that Hemmingway quote is way more appropriate than it looks.

In my constant quest for new and valuable sayings for the The Grumpy Old Manger’s Guide (aka Me) to get his message across simply to the masses I recently came up with the words on the left.

Everytime I start a blog or any project for that matter that involves writing I am well aware of the old addage Less is More.  This is particularly so in an age where we are being bombarded by messages and information in one way shape or form all day long.

But first let me explain why I believe in the age of YouTube, Pinterest, SlideShare, SnapChat ,Instagram etc etc why writing is an even more vital business skill than ever.

Even better let me have Ann Handley author of several books and articles on the topic put it very succinctly

If you have a website, you are a publisher. If you are on social media, you are in marketing. And that means we are all writers.

Writing matters more now, not less. Our online words are our emissaries: They tell our customers who we are.

Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy—or it can make us seem humdrum or discombobulated or flat-out boring. That’s true whether you’re writing a listicle or the words on a SlideShare deck, and it’s also true of the words you’re reading right here, right now…

– See more at: http://annhandley.com/everybodywrites/#sthash.y7rj6Y6j.dpuf

I totally agree with Ann on the absolute importance of writing in business today but would add two elements to her words Begin with Creativity and End with Brevity.  In other words start by making it interesting to you and end with an edit that makes it interesting to the reader. Continue reading Write Drunk ….. Edit Sober

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