Marketing In The Midst Of A Media Revolution
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Presentation on "Marketing during a Media Revolution and Lousy Economy" presented at Calfest Convention, 2/11/2010 by Melody Brunsting, of Melody's Ad Works, Inc.
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Marketing In The Midst Of A Media Revolution
- 1. Marketing in the Midst of a Media Revolution andA Lousy Economy What Do I do with that?
- 2. Melody’s Ad Works, Inc. Melody Brunsting President 21 Years in business 15 Years promoting the Temecula Valley Balloon & Wine Festival 11 Years Producing & Promoting events in Old Town Temecula Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card.
- 3. Did You Feel It? A Revolution. Media Consolidation, Elimination, Mergers Less viewers, less readers, less opportunities Radio reduced available airtimes Reduced Audience, PPM vs.. Diary Television More Choices – Niche Markets Youtube Generation Less Money for Sponsoring Non-profits & Events Scramble to Catch the Social Networking Wave
- 4. And what about you? Budget cuts on advertising & marketing Budget cuts on entertainment – reduced value Recession causing reduced ticket sales Reduced revenue per event guest Reduced available sponsorship dollars Reduced perceived value of event in sponsor’s eyes.
- 5. Good News? Social Networking is Free Traditional Media Rate Drops Production Costs have Dropped Packaging with media includes social media, links, streaming, texting and other tech methods for reaching audience Entertainment and family events remain strong in a recession
- 6. How Can Your Event Win? Maintain Good Family Entertainment Value Add More “Experience” to the Event Bundle and Unbundle Ticket Options Bundle to reduce the cost per person over a weekend Unbundle to pull more to one venue or day allowing customer to add-on only what they want.
- 7. How Can Your Event Win? Start Negotiating Early with Media Leverage what you have with what they need (You have an audience - Loyal demographic) Added Value with All Media Contests that capture email addresses Contests that capture fans & followers
- 8. How Can Your Event Win Web presence on Media site that includes Streaming Banner Links Lower Prices with Media Cable versus bundled media (Fios, Att, TimeWarner) Radio Air Time Shorten your spot … maximize frequency
- 9. Maximum Effectiveness KNOW YOUR AUDIENCE – and where to find them. Match all publicity, marketing and advertising efforts with the target audience. Publicize – 6 month lead time for magazines. Develop broadcast news stunts for visual impact Be Creative! Utilize sponsored print media for advanced notices and developing your internet community
- 10. LEVERAGE Partner with Broadcast Media & Sponsors Partner with CVB and Tourism Industry Enlist Marketing Support of Participants Artist, Bands, Performers fan lists/pages Interviews Partner/Promotion at Schools Broadcast media 2-3 weeks prior to event Ticket giveaways 3 weeks prior to event
- 11. Broadcast Media Frequency versus Reach Airing three times vs. hearing three times Buy a Mini-Station or Shrink the City 10% of audience 100% convinced? Understand How the Brain Functions Broca’s call to action
- 12. Leverage All With Social Media E-blasts and social networking Value Sponsor Participation in E-blasts & Social Network Links Games, Programs and Apps for that Blog, Twitter, Facebook & Ping Delicious, Street Mavens, Discus
- 13. Internet News & SEO Write all blogs & press releases with Search Engine Optimization in mind. Incorporate Key Words from your Website Research Keywords, Phrases most frequently searched pertaining to city and event Incorporate links Your Website Entertainer’s Website Sponsor’s Website
- 14. Incorporate SEO Tactics Press Releases Online New Room Letters to the editor Media Kits Newsletters Blogs E-blasts
- 15. Press Release SEO Include Keywords and Phrases in all Press Releases Include Links to pertinent websites Boiler Plate At end of press release with basic date, contact info, website info. Extra Contacts & Links: Include Video, Blog, Facebook, Wiki, and Twitter links
- 16. Get The Word Out! Consider using PR Web or PR Newswire at least once. Refine Contact List – (Subscribe to contact list, or quarterly updates) Give ‘Em What They Want & Need Press/Photos/contacts, EPK and b-roll, video, audio. Utilize All Available Pertinent Outlets & Contacts Don’t Sell Ice to Eskimos
- 17. Publicity dos and don’ts Do not over keyword or link Do not send local news to major networks Do not send travel info to business trades Do not call, pitch, then send poorly written press release Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN
- 18. Dos and Don’ts Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience Do Send Food News to Food Editors, Entertainment News to Entertainment Editors, Headline info to Concert Hotlines Do create separate press releases for different media genre Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links. Do proofread, re-read, proof read and post in online press kit Do revise, shorten and post on blogs Do include photos, photo CD or links/contacts for photos
- 19. Stunts & Visuals
- 21. Bungee Bob
- 22. New Event Temecula Grape Drop New Year’s Eve First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening. Yes this year 2010
- 23. Measure Results Ticket Sales/vs. Air Time Click Throughs and Email Blasts Onsite Surveys Ask the right questions
- 24. For More Information Fill out form and mark what hand outs you want emailed. Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com Visit www.Melodysadworks.com Follow me at twitter.com/melsprwrks Call or text (951) 252-5649 Email – Melody@temeculacalifornia.com Follow my events: Twitter.com/SocalWineCntry Facebook Temeculaevents, blog Temeculaevents.wordpress.com Slideshare.net
Hinweis der Redaktion
- Who has an advertising budget?How many reps or managers have you gone through this year?One of my Radio Stations fired their marketing director 4 weeks before the Festival last year, another I had three different contacts the first one of the year and this was CLEAR CHANNEL.The PPM is a wearable portable device much like a pager or cell phone, that electronically gathers inaudible codes that identify the source of a broadcast, such as a radio station. The stations that have been affected most are those that had the longest time spent listening figures and highly concentrated audiences under diary measurement. Various stations with urban or Spanish formats certainly fit that profile and show declines in reported AQH (average quarter hour) estimates.Although it is important to note that any station with high TSLs (time spent listening), regardless of format, experienced significant declines as well. However, as stated before, Harmelin feels that comparisons of PPM ratings to diary ratings are not worthwhile or completely valid. PPM radio ratings and diary ratings are really two different metrics in much the same way that C3 commercial TV ratings are a different and better metric than TV program ratings.Economy has killed the daily newspaper’s ability to offer sponsorships. In the 90s we got $10,000 cash and $20,000 in kind advertising with our major newspaper. That has dwindled … first to no cash, then to we must get cash from you to give you in-kind. 2/1 the 1/1 then 1 to 2 then last year I purchase four and they give one Media behind the times – newspapers catching the wave offering yahoo packages, changing ethicsRadio – more satellite radio in cars – drive time is fadingTelevision – Fios, Time Warner – Splitting audience, subscribers etc.
- You either have no budget and are told to use social media, have it reduced or not enlarge.Your main draw – entertainment – budget cost or prices have gone up and you can’t get the same value or volumeTicket Sales Decline – amusement parks have seen a 10-19 percent decline, except Disney who has seen reduced $$ per guest.Sponsorship reduction means less money to the marketer, and often less support from media sponsors.
- Social Networking – how many have a facebook page? Twitter account? Blog?Media Rates have dropped – Radio, television, cable has all droppedProduction costs - technology has reduced expensePackages – broadcast – specifically radio – can offer streaming, banners, links, texting, and ways for you to:Capture email address, fans, and followers.Family Value – If you have a “family event” you have value …. During the depression people still went tot the movies to forget that there were people in bread lines. Tom Adams of Adams Media Research – people feel fully justified in continuing to spend on more cost-conscious kinds of entertainment … after depriving themselves of the fun they would have buying a new car and taking a trip.
- BASIC MARKETING:Interaction with the audience and providing an “experience” is the key. Can they build, paint, donate, support or otherwiseFeel an experience through your event. Bluegrass – workshops, playing with other bands and leaders, street painting, large kids area, Balloon glow – countdowns, camping, balloon flightsBundle and Unbundle ticket options --- Normal all inclusive – part out – put low cost options on the table. Normally costly each day – put in a discounted bundle, allow for discounts, allow for reduced fees on ticket charges by bundling all at once.Have something new? PROMOTE. PROMOTE.
- Media – Negotiate early – not later.Get on the promotion calendar six months out.Avoid buying during a “season” i.e. … sweeps monthLeverage your audience demographics against their advertisersGet added value with all media – including links, texting, streaming, etc. ticket giveaways, interviews, feature stories, front page, 4Contests that capture fans email contacts and followers while forces interaction with your sponsors, media, guests.
- Lower Prices – 40-15-5Cable versus bundled media – Verizon Fios – Higher income – ties internet, etc.Time Warner att offering bundles – can focus on bundled packages onlyRadio Air Time – 15s vs. 60s, last two weeks – use ticket giveaways to extend schedule – give tickets before the event.Insist on interviews, special contests, points programs
- News Stunts, B Roll and VisualsBe Creative – years ago we dropped a bob’s big boy fiberglass character out of a hot air balloon.7 Years ago we had 20 skydivers jump out of airplanes.Last year we gave them goddesses, grape stompers, and cowprint togas – The key is to accentuate your visuals – give them more. Nothing is worse than having an anchor standing around trying to stretch out each “byte” with visuals and interviews soOVER SCHEDULE .. More is better, provide MORE visuals, color, find ways for them to interact
- They have advertisers you have an event where sponsors want to be – Get tags for booth space, sponsor dollars for coupons on your tickets, CVB partner with advertising buys to drive room bookings – bill boards, etc.Marketing support for performers – especially smaller bands that have local audience/fans – require either their contact list or to forward one email blast per band or artist to their contact list. Provide bands, artists with post cards to send to their contact list/fan list.Partner with in-school flyers (20,000 for ice rink)Schedule ticket giveaways before on-air schedule
- Minimum is 21 per week.For events 5-12 per day for at least 5 daysKey is a Frequency of 3 – can be done with on air promotions, ticket give aways, deejay.*Secret formulas of the Wizard of Ads, Wizard of Ads, Roy Williams
- Ask sponsors and vendors to forward email blasts or Social NetworkingProvide games, programs and apps for social media, mobile media website, etc.Create a blog – why – it can link to twitter, do automatic feeds through twitter feed. Link all to service link Pingfm where one update Is all that is needed.TWITTER – 44% ARE BETWEEN 18-34, 28% BETWEEN 35-49, 53% FEMALE, 23.6MILLLION USERS, COLLEGE EDUCATEDFACEBOOK – users getting older, 400 million active users,Fastest growing age group 35-54 – 276% from 2008-2009, 55 plus 194%26.7 is 25-34 yrs of age.Average user has 130 friends on the site Average user sends 8 friend requests per month Average user spends more than 55 minutes per day on Facebook The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report2) The 55+ demo is not far behind with a 194.3% growth rate3) The 25-34 year population on Facebook is doubling every 6 months4) For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users5) Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest6) There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender.7) The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.Google alert – when appears in mail box – PING IT
- Key Words – check your website for key word searches #1Temecula Balloon & Wine Festival, Temecula Hot Air Balloon Festival, Temecula Wine Festival, Temecula wine and balloon festivalIn google ad words key word suggested #1 search term wine tasting, wine country, balloons, balloon rides, hot air balloon are all search terms with six figure results --
- DOS AND DON’TSVocus, Cision(Bacons media) and other pr subscriptionsMediaontwitterhttp://www.fair.org/index.php?page=111
- Media Genre – Travel – Festival and Foodie info, General interest – Calendar Notice, Entertainment/Bands – to band reviews, concert reviews and concert hotlines, Television News – VISUALS – BIG NEWS – changes, new venues, changes in venues, special anniversaries.