5 STEPS TO KICK YOUR MARKETING INTO GEAR
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This document outlines 5 steps to kickstart marketing efforts: 1) Determine target audiences, 2) Get team input on reasons people attend events, 3) Brainstorm topics related to those reasons, 4) List places to promote the event, such as website, email, social media. The final step is 5) Use tools like an editorial calendar to schedule posts across multiple channels and engage audiences with questions, contests and behind-the-scenes content. The goal is to make people feel like insiders to encourage long-term following.
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5 STEPS TO KICK YOUR MARKETING INTO GEAR
- 1. 5 STEPS TO KICK YOUR MARKETING INTO GEAR
- 2. PRESENTER KENDRA WRIGHT President, Saffire Events • First job – Event manager for non-profit • Began working at Fortune 1000 company in 1995 o Accidentally started building websites • Started own company in 1998 o One woman show
- 6. OUR GOAL To give events a beautiful, branded online presence they can manage themselves.
- 8. WHAT WILL YOU SAY? 1. Determine your target audiences
- 9. YOUR TARGET AUDIENCE Teenagers Families Moms Groups Grandparents Other audiences – Military, etc.
- 10. WHAT WILL YOU SAY? 2. Get your team together - make sure to include all audiences
- 11. WHAT WILL YOU SAY? • This could be one meeting or more than one. • Offer free tickets, t-shirt and/or food. • (no more bullets)
- 12. WHAT WILL YOU SAY? 3. Brainstorm all the reasons people come to your event
- 13. WHAT WILL YOU SAY? • What is your favorite memory of the fair? • How did you hear about the fair the last time you went, what made you want to go? • What was your favorite thing, and was it what you thought it would be?
- 14. WHAT WILL YOU SAY? Sometimes conflicting reasons: Teenagers – Hip Grandparents – Tradition Moms – Bargains Groups – Organized connection
- 15. WHAT WILL YOU SAY? 4. Come up with topics for all these reasons
- 16. WHAT WILL YOU SAY? Two things to tell people: 1. What we want them to hear • Relentlessly focus on what makes you your most revenue or what you feel like drives revenue 2. What people want to hear • Contests, promotions, wild & wacky, behind the scenes (more later)
- 17. CONSIDER THE “RULE OF THIRDS” 1/3 about yourself and your brand 1/3 about things people might be interested in that aren’t self-promotional 1/3 interact with people
- 18. WHAT WILL YOU SAY? 5. List all the places you’ll say it.
- 19. WHERE WILL YOU SAY IT? Website Mobile Email Facebook Blog These are in rough YouTube priority order. Twitter Pinterest Flickr
- 20. WHAT TOOLS DO I USE? Website – Current provider (or Saffire) Mobile – Same provider (or Saffire) Email – Constant Contact, Mail Chimp, SaffireMail Facebook – BufferApp.com Blog – Wordpress.com YouTube Twitter – BufferApp.com (with Facebook) Instagram Pinterest Flickr
- 21. CREATE AN EDITORIAL CALENDAR
- 22. CREATE AN EDITORIAL CALENDAR www.saffireevents.com/calendar
- 23. DEEP THOUGHT… Ask questions that get people to talk about themselves in relation to your event
- 24. GRAB THEIR ATTENTION • Consider funny – tweets from mascot, etc. • Personal/human interest stories get a lot of hits • Posts with photos get more views! Think about what YOUR AUDIENCE would want to click!
- 25. MAKE PEOPLE FEEL LIKE INSIDERS • Be the first to know about X via social media! • See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long-term followers.
- 26. MULTIMEDIA • Photo contests on website and Facebook • Caption that photo • Funny video upload Photos and video are naturally VIRAL and give you more event photos!
- 27. GET PEOPLE TALKING Show live tweets on concert side screens Have a vote or quiz • Answer on text, app, QR code, etc.
- 28. CONTESTS WITH PUBLICITY BONUS Have a contest for front row concert seats • Text, tweet or post on FB page NOW = publicity Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
- 29. CONTESTS WITH PUBLICITY BONUS Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
Notas do Editor
- Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
- Think about how your current website. How did it come to fruition? How does it work for you? I’m betting you have a guy. He loves your fair. He might even be a relative of someone on your board. He may do websites all over town.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.