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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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,

 

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

Forget Testimonials – Think Memories

20140524_093001For as long as I can remember I have been highly cynical of Testimonials posted on websites …. in fact the more a business has, the more cynical I become. Generally they either feel like they have been written by someone like me for a client or written by a real customer struggling to not speak in marketing babble.

As such I have avoided where possible using Testimonials for my clients unless I can find ways to add credibility – inclusion of a real picture for example. And more recently I have dropped the term Testimonial and adopted the term Memories … a much softer and, in my opinion, a more genuine sounding description.

Of course the memories are always good ones.

In line with this concept we have recently developed a new Campaign for our client Property Asset Planning.  For some time we have used the website address FindOutTheFactsNow.com as a slogan across all of our campaigns to imply that unlike our competition we deal only in the Facts.

But in an investment business that talks about reducing tax and increasing wealth it is not possible to substantiate some of the facts in a manner that is acceptable to CAD – Commercials Advice service which provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials and effectively governs what Free-to-Air TV stations will run.

As such we decided it was best to use the memories of our clients to tell the real facts that we wanted to convey to the general public in a series of Television Commercials to air on Network 10 over the next few months. Continue reading Forget Testimonials – Think Memories

Stop Learning to Fish…Go Fishing now!!

gone fishingI believe in the fast moving Information and Technological Age in which we live the old adage :  Feed a man a fish and you feed him for a day, Teach a man to Fish and you feed him for Life has changed to –

Feed a man a Fish and you feed him for a day,

Teach a man to Fish and you feed him for Life.

But if he never goes Fishing he will starve eventually

When we wrote the Grumpy Old Managers’ Guide (note the positioning of the apostrophe) several years ago, we said the best way to adjust and adapt to technology (Social Media in particular) and discover its potential in business was to use it for something you enjoy.

Rather than treat the Computer as something you have to use at work to do Spreadsheets and answer email start to explore what it can do to improve your knowledge of things you enjoy – Wine, Gardening, Music etc etc.  We suggested that kind of exploring will open you up to Blogging, Twitter, Facebook etc and give you some appreciation of their use in your business. Continue reading Stop Learning to Fish…Go Fishing now!!