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Penny Reeh
1. 6/22/2010
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Presented by:
Penny C. Reeh
Indigo Resource Group
Fredericksburg, Texas
Learning Objectives
⢠Understand the five basic rules of resource
allocation
⢠Implement priority-based planning
⢠Develop promotion strategies that are
appropriate to your event
⢠Learn at least 10 simple to use ideas to stretch
your promotional budget
Five Basic Rules of
Resource Allocation
1. Accept that you cannot be all things to all
people.
â Increasing competition for entertainment
dollars.
â The smaller the budget, the more focused
a festival must be in its approach.
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Five Basic Rules of
Resource Allocation
2. Know your product intimately.
â Strengths
â Weaknesses
â Opportunities
â Threats
Five Basic Rules of
Resource Allocation
3. Understand your customer.
â Demographic, geographic and
psychographic data.
â What are their needs and expectations?
â What motivates their travel decisions?
â Who is in the travel party?
Five Basic Rules of
Resource Allocation
4. Cheap is goodâŚfree is better.
â Understand the pros and cons of
the promotional tools at your disposal.
â Use your creativity to set you apart
from the pack.
â Learn from the big boys, then do it leaner
and meaner.
â Look around for dance partners.
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Five Basic Rules of
Resource Allocation
5. Only commit to what yields results.
â Do not tolerate any sacred cows.
â Break the âBut weâve always done it that wayâ
mentality.
â There is no such thing as mistakes, only
lessons learned.
â If it works improve it. If it doesnât work, fix it
or ditch it.
Understanding the Pros and Cons of
Promotional Vehicles
⢠Advertising â Print and electronic
⢠Direct Mail
⢠Internet
⢠Publicity/Media
Relations
⢠Word of Mouth
Advantages of Advertising
⢠Ability to reach large, but targeted audiences
⢠Chance to demonstrate your event
⢠Control of the message â You say what, to whom, how often
and in what way
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The Rules of Advertising
Have Changed
TELEVISION
⢠Declining viewership in certain groups
⢠Channel fragmentation
⢠TiVo
⢠Programming challenges
The Rules of Advertising
Have Changed
RADIO
⢠Channel fragmentation
⢠Satellite Radio/iPod
⢠Frequency needed to effectively deliver the message
The Rules of Advertising
Have Changed
NEWSPAPER
⢠Declining readership
⢠Competition from online news
sources
⢠Local/regional newspapers may be
the exception for festivals
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The Rules of Advertising
Have Changed
MAGAZINE
⢠Micro-niche formula
⢠Competition from online news
sources
The Rules of Advertising
Have Changed
ADDITIONAL CHALLENGES
⢠Learning to talk to younger consumers.
⢠Shifting demographic populations.
⢠Growing wariness of advertising in general.
How do I pick the right advertising venues
for my product?
⢠Compare the readership or viewership to
what you know about your customer.
⢠Talk to other advertisers.
⢠Evaluate the editorial content of the
publication/show.
⢠Test the source with a smaller âbuyâ.
⢠Track advertising response and conversion.
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Meet them and
understand them.
Understand how media sources differ.
⢠Television
⢠Radio
⢠Newspaper
⢠Magazine
⢠Travel Writer
⢠E-zine
Meet them and
understand them.
Learn their preference and formats.
⢠Read, watch and listen
⢠Focus on what the media covers
⢠Focus on âtheirâ causes (Fans 4 San Antonio)
⢠Editorial trends
⢠Who advertises
Meet them and
understand them.
Actively build relationships.
⢠Join broadcast and/or press associations
⢠Invite the media to participate in your event
⢠Get involved in their events
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Understand their
culture.
⢠Deadlines, rating, time, space, sales and plenty of
stress are a way of life
⢠Scandal, death, war, crime, lifeâŚ.and
celebrationsâŚ.fit the bill
⢠Pitching stories can be a home run or strike out
⢠Not all reporters are created equal (learn who writes
or reports about what)
Getting your
message ready.
⢠Is your story unique?
⢠Is your story timely?
⢠Can it be tied to a
current trend?
⢠Is there a way to
localize the story?
⢠Is there a visual
element?
Getting your
message ready.
Develop multiple story angles.
⢠Financial/ ⢠Food/wine
economic impact ⢠Home and Garden
⢠Lifestyle ⢠Entertainment
⢠Human Interest ⢠Education
⢠Environment ⢠Technology
⢠Sports ⢠Calendars
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Pack your toolkit.
Websites are essential.
⍠Include your URL on everything
⍠Create a media vault
⍠Virtual media room â access to images, press
credentials, news release archive, fact sheet, etc.
Getting your
message ready.
Telling your story.
⍠Timing is everything. Take advantage of slow news days.
(Elvis turkey and trial stories)
⍠Think visual â even for radio and newspaper â and
package everything the media needs to just show up
and report
⍠Make a list of everything you think a reporter may ask
you (especially anything controversial)
⍠Be available. This can make you a reporterâs best friend.
Contact the media.
⢠Communicate on a routine basis
⍠Learn their preferred method of receiving
information (phone, fax, email, regular mail)
⍠Conduct media blitzes
⍠Offer media vault
services
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Capturing attention.
⢠Appeal to the tummy (reporters never turn down
food)
⢠Do something unusual, even crazy
⢠Provide an âat easeâ spokesperson
⢠Understand the potential pitfalls of a celebrity
spokesperson
⢠You are there to promote, but donât oversell
⢠Deliver what you promise
Does your website do enough?
⢠Is it continuously updated?
⢠Does it periodically change looks?
⢠Is it intuitive?
⢠Is there an interactive element?
⢠Can you buy stuff?
⢠Is it search engine optimized?
⢠Is it fun?
Social Media Outlets.
Embrace or be left behind.
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Itâs really all about
conversation.
Begin With Strategy
Developing a social
media strategy.
Source: AMA Social Media Boot Camp
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Developing a social
media strategy.
Source: AMA Social Media Boot Camp
Developing a social
media strategy.
Six Step Plan
⢠Outline your objectives
⢠Define your audience
⢠Choose the best social channels
⢠Integrate it into current program
⢠Tie into metrics
⢠Implementation
Social Networking Sites
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Some Facebook
statistics.
⢠If Facebook were a country, it would be the eighth most
populated in the world.
⢠More than 400 million users, half of which use
Facebook daily.
⢠70% of users are outside the US
⢠Fastest growing demographic of users is 35+
⢠Average user spends more than 55 minutes/day on the
site
⢠More than 20 million people become fans of pages daily.
Content is still king.
Add engaging
features.
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Video/Photo Sharing
YouTube.com
⢠Passed 100 million viewers in March 2009
⢠Forbes estimates YouTube generates more than
a billion views a day
⢠Ad Age reports 15 hours of video are being
uploaded every minute of the day
⢠Beware of copyright issues
⢠Take steps to monitor and enforce content
Add engaging
features.
www.wildfireapp.com
Pricing starts at
$5/campaign, plus
99 cents/day
Parting thoughts.
⢠Think about policy
issues and potential legal
matters.
â˘Transparency is a must.
â˘Social media is not an
island, it is another tool
in our marketing mix.
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Mobile Marketing
Mobile statistics.
305
Million
people 267
million
have 115
mobile million
phones have 49.7
mobile million
use mobile
web web daily
Source: Nielsen Mobile (12/09)
What makes mobile
superior?
Traditional Usage Mobile Usage
7a.m. - 9 a.m.
Newspaper and radio
9 a.m. â 5 p.m.
24/7
Internet and Radio
5 p.m. â 7 p.m.
Radio
7 p.m. â 11 p.m.
Television
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How do festivals use mobile.
SMS (short message
service)
⢠Sends message directly to user
⢠Delivery is guaranteed since it is a premium
service and payment is made to carriers for
each message delivered.
⢠Can be scheduled and precisely tracked.
⢠Weblinks and offers can be embedded.
⢠Open rates typically exceed 90%.
How do festivals use mobile.
SMPT (Simple Mail Transfer
Protocol)
⢠Basically sending email through a SMS
gateway.
⢠Free. But since it is free, messages are sent
when traffic allows.
⢠Not guaranteed.
⢠Hard to track.
How do festivals use mobile.
Proximity Bluetooth Messaging
⢠Hardware that automatically sends a message
to any bluetooth-enabled device within 300
feet.
⢠Can be used to offer coupons, general info,
directions to the venue, schedule, etc.
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Whatâs coming?
Mobile Optimized Websites
⢠Sites especially designed for
smart phones to load content
more smoothly.
⢠Expected to increase in
popularity over the next 36
months.
Whatâs coming?
MMS (Multimedia Messaging
Service)
⢠Video based messages with guaranteed
delivery.
⢠Tech sources predict technology and
bandwidth improvements will be in place by
3Q of 2010 to make this a more common
delivery model.
Whatâs coming?
Augmented Reality
⢠Will allow smart phone cameras to be aimed
at a 2D barcode and produce a 3D image.
⢠Predictions place this technology in the
marketplace in roughly 18 months.
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E-Mail Marketing
Email made easy.
Distribute & track, plus cool
add-ons.
www.constantcontact.com
Pricing starts at $15/mo.
www.realmagnet.com
Initial set-up fee (based on
features enabled) + fee per email
delivered
Email made easy.
Microsoft Publisher
⢠Allows WYSIWYG design
⢠Easy to embed links and graphics
⢠Integrates with Outlook address book
functions
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Always rememberâŚ
Not-for-profit is a
tax status, not a
business plan.
Stay In Touch!
Penny C. Reeh
Indigo Resource Group
P.O. Box 1025
Fredericksburg, Texas 78624
830.990.0180
pennyreeh@ktc.com
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