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

 

 

 

 

 

 

 

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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,

 

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

Community Signage Networks – Engage, Educate and Entertain

Social Media/Networking and community attitudes in general are driving changes in the way people view advertising.  The old style based on interruption (eg TV commercials, pop ups etc) are now seen as annoying and something to avoid. The quality of ad content is another factor …people no longer accept being shouted at and treated as sheep that need to be driven to buy more.

The Internet is driving a change towards an expectation of being educated, engaged  and entertained. As such business needs to deliver valuable information if it expects to sell……not merely promotions.

Some recent research shows that businesses that use Social Media well spend 80% of their time on the 3 E’s and 20%  on promoting or selling.

At the same time people and business are more concerned about environment and community issues.  Business also craves cedibility as they seek to develop their own consumer communities and develop brand advocates.

As such there are moves beyond old style sponsorship to leverage credibility from Sports, Charities etc to a much closer involvement between business and Not for Profits.

Governments also are seeing the need for closer alliances with business and the need to use new ways to raise money outside the normal Govt Budget process. A m,ajor State Govt Dept is about to  undertake a multi million dollar project with no budget.  They want to work with business to leverage expertise and fund with advertising.  As they say “we have assets and we am willing to trade”.

Then we add a new approach to the creative approach to advertising which sees products promoted within programs (eg MasterChef) which includes ad agencies now creating TV programs as a vehicle to sell their clients.

Online we see Branded Content rather than pop ups and click through,  where advertisers sponsor sites, pages etc where the independently produced content is relevant to the type of advertising.

What can we learn from this in terms of the expected rapid growth in Digital Out of Home Signage..

Not for Profits (incl Govt Agencies) can now “own” their own signage networks to display material important for them to Educate, Engage and Entertain (eg Smart Bus Stops) and at the same time use them to generate revenue.

Shopping centres and streets are used now for Charities to sell badges, raffles etc and seek donors and major companies love to make big donations to look good.

Lets take a quick example of the Heart Foundation which does all of the above and also uses Digital Signage now.

They also run a Tick program which delivers credibility to food etc manufacturers by providing an endorsement for healthy products.

They could now go to venues with Digital Screens and have them join the HF Community Info Network.  They would also go to advertisers (their current supporters) and sell them on paying to support branded content on the network.

As such the ads would be in sync with the community health messages ….  screens could be used to download Videos, Diets, BMI calculators, apps etc, which could include direct sales of “sponsors” products.

The times are right on many fronts as listed above to take a new approach to digital signage and this Community approach is definitely one way to do this.

Social Media? – It means the world to me!

When I was asked recently  “What does Social Media mean to you?” I answered off the top of my head and instantly – It Means the World to Me! I always try now to answer in Twitter speak concise and engaging….

This may sound trite and perhaps sarcastic – but I mean it!

Social Media means the world on so many fronts. For a start Access to the World geographically and demographically.  This week on LinkedIn I hit 10 million plus in my Three Degrees.

What does this mean – If I get an important message to my 800 plus direct connects and they each do the same and their connections followup as well…  That message will hit 10 million worldwide in an instant for zero cost to me.

If only I had something that important to say!!

But it also means the world in terms of access to your world – business and /or social.

It means unprecedented access to people you don’t know. People who may be interested in what you have to say.

But don’t take my word for it

“Technology is shifting Power away from the editors, the publishers, the establishment and the media elite.  Now its the People who are in Control.”               Rupert Murdoch

It doesn’t matter if your “world” is around the corner or around the world you can access it now without relying on the heritage media.

It’s not just about access to broadcast a message though … its more about reaching people who are listening and ready to engage.

So define your audience and craft your messages specifically for them and then let people listen …  but they will only listen if your message interests them. And if they listen it doesn’t matter where in the world they are … they will find you!!

But you must also listen before jumping in.

When I deliver Sales training I explain the most important skill in sales is the art of listening by telling people to look in the mirror and see if they know why…

Well you do have two ears and only one mouth…God must have been telling you something…. is my answer!!

But there is much more to making sales using digital media – Social Media is a key part … but only a part.  You need to surround and support it with Listening Web Pages (more about that later), Search Engine Marketing, Social CRM, AdWords etc etc.

But your the world can find you if you are prepared to listen rather than shout.