Marketing & event promotion as presented to the Oklahoma Main Street Authority in Ponca City, OK. November 3, 2015 by Pamela Herrmann & Patty Dominguez. CREATEBuzzNow.com

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FAST FIVE FORMULA
FOR EVENT PROMOTION

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1DEVELOP AN AVATAR

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This is a detailed description of your
PERFECT CUSTOMER, the person that
you want most as your customer
and who will buy from you again and again.

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• Without your ideal customer avatar, your message will
be generic and ineffective
• You risk speaking in a way that confuses your audience

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• Imagine that you are writing a play and this is a character
• Demographics, psychographics, sociographics
• Give them a name and a face
• Hit on the emotional triggers that gets them to take action
HOW TO:

6. C R E AT E b u z zC R E AT E b u z z
Meet June
• 33 years young
• Lives in the city
• Married with 1 child
• Drives a Prius
• Active in her church
• College degree
• Hikes, reads novels,
loves art
• Works full time
• Her family time is
most important
• Buys organic food
• Shops at Target,
Nordstrom, TJ Maxx
& online
• Volunteers at her
sons school
• Cares about the
environment
• Loves to travel
• Gets her news
online

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EXERCISE

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CLEAR & CONCISE COPY
2

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PUSH & PULL STRATEGIES
3

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LEVERAGE SOCIAL MEDIA
4

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LINK COMMUNITIES
5

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EMAIL MARKETING
• Upcoming events, specials & promotions
• Provide new resource info to members
• Inspire donors to open their wallets
• Show evidence of your work

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WHAT TO SHARE
• Offers, specials & coupons
• Weekly updates
• Get personal
• Share stories
• Member highlights

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REMEMBER, ALWAYS OFFER VALUE &
ALWAYS LINK BACK TO YOUR
WEBSITE FOR MORE INFORMATION

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Avatar Development: (pam)
Who are you speaking to?
Exercise
Copywriting Skills (patty)
Cast of characters
AIDA method
Storytelling
Push vs. Pull Strategies (patty)
goal is Engagement
examples of push
examples of pull
Social Media Platforms (patty)
review
Creating Community (pam)
build your email list
connect often
offer value always

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MARKETING 101

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MARKETING 101
• The Magic Question: WIIFM
• Clear and concise copy writing
• Be a storyteller
• Strong CTA (Call To Action)

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BREAK!

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FAST FIVE FORMULA
FOR EVENT PROMOTION

20. C R E AT E b u z zC R E AT E b u z z
Avatar Development: (pam)
Who are you speaking to?
Exercise
Copywriting Skills (patty)
Cast of characters
AIDA method
Storytelling
Push vs. Pull Strategies (patty)
goal is Engagement
examples of push
examples of pull
Social Media Platforms (patty)
review
Creating Community (pam)
build your email list
connect often
offer value always

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KNOW YOUR AVATAR
#1
An avatar is a detailed description of your ideal customer

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• Very specifically describe your ideal customer
• Imagine that you are writing a play and this is a character
• Demographics, psychographics, sociographics
• Give them a name and a face

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Meet June
• 33 years young
• Lives in the city
• Married with 1 child
• Drives a Prius
• Active in her church
• College degree
• Hikes, plays golf,
loves art
• Works full time
• Buys organic food
• Shops at Target,
Nordstrom & TJ
Maxx
• Volunteers at her
sons school
• Reads novels
• Gets her news
online

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Stakeholder Avatar
EXERCISE

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5. NEVER FORGET…
A confused mind says,
“NO!”

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ANSWER THE QUESTION
“What’s In It For Me?”

28. H I L O S O P H YP + P [ x ] = EP

29. S Y C H O L O G YP + P [ x ] = EP

30. P + P [ x ] = EC O N O M I C SE

31. S O C I A L I N F L U E N C EP + P [ x ] = E[ x ]

32. P + P [ x ] = ES Y C H O L O G Y

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NEXT STEPS
• What are 3 strategies do you consider to be the
most critical to your vision?
• What resources do you need to implement these 3
strategies?
• How much will it cost to implement & how will you
fund it?

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The biggest thing is their client acquisition. Where is their audience hanging out. Build awareness around you by guest blogging on their feeds
Pull Strategy
INSTAGRAM PLACES
A curated feed of those that have geo-tagged at that place.
Hashtags
Come up with a hashtag & that image and the hashtag feed.
Incentivize attendees to post
#ILoveEnidBecause
at the end of the event we’re going to pick the one we love the best and give you a prize
Iconosquare gives you the analytics on what’s most popular, when are your people online
Your feed has to be a giving platform, and not salesy, must be relevant, are they engaging, is it giving them what they need
When you’re getting started follow other people and engage with their images
Find an image, follow those that liked the image, chances are they’ll follow you back
Not availble online - just the phone
10-4-1 cadence
The images have to be very own able. Put an @ sign on it so that as the image moves around your brand is on it
Find parallel
If this is your main platform
CREATE THE CONTENT FIRST THEN PULL PEOPLE IN
WE’LL SHOW YOU ONE COOL THING

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Put this into Mktg 101
EMAIL MARKETING

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7. CTA — TELL THEM WHAT TO DO
For example, if you rely on donations, tell them,
• Why their support is important to the vision
• How they can help
• How their contribution effects positive change in the community
REMEMBER TO ANSWER THE WIIFM QUESTION!

37. • Open up a private browsing window
• Type the name of your Main Street
program in the search bar
• The goal is to own all of the
information that is coming up on
page 1

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GOOGLE WANTS TO KNOW
THAT YOU’RE RELEVANT
Why this matters:

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• The longer website visitors are on your page, the happier Google is.
• It tells the algorithms that the website was a good fit for the search query.
• If people hop right off your website Google will push you down in the
search results (and that takes you further away from your mission &
vision).
YOUR WEBSITE NEEDS TO BE A
PERFECT REFLECTION