Incentives to Increase Sales

Strategies for increasing booth sales, and rewarding loyalty, are limited only by the marketing executive's imagination. There are some tried-and-true approaches routinely employed. Exhibitors look for exposure. Line of sight from buyers to a booth location is critical. A booth at the hall entrance is much preferred over a booth sandwiched in the middle of the aisle in a far corner of the room. Typically, prices will reflect a premium charge for greater exposure to traffic patterns. Everyone...

Internet Event Advertising

Online advertising is designed to yield instantaneous, easily measurable results. According to Internet Marketing for Dummies, the Internet is both the ideal medium and the worst medium for ad vertising. The good news is that a part of Internet ads are easily trackable by how many people click through the ad. A typical click-through rate on an Internet ad is less than 1 percent. Tracking advertising will be discussed later in this chapter. Part of Internet event advertising is not captured but...

Event Marketing Books

Association of National Advertisers Event Marketing Committee (1995). Event Marketing A Management Guide. New York Association of National Advertisers. Astroff, M. T., and Abbey, J. R. (1995). Convention Sales and Services, 4th ed. Cranbury, NJ Waterbury Press. Baghot, R., and Nuttall, G. (1990). Sponsorship, Endorsements and Merchandising A Practical Guide. London Waterloo. Bergin, R., and Hempel, E. (1990). Sponsorship and the Arts A Practical Guide to Corporate Sponsorship of the Performing...

Advertising Purchasing Options

Most online advertising is sold in two forms cost per thousand impressions (CPM) and cost per click (CPC). A CPM is based on the number of times that the advertisement is shown online, while a CPC is based on the number of clicks produced by the advertisement. The CPC might seem like the obvious first choice, but be careful unless it's placed on a well-trafficked Web site, it may not be a better option. Don't forget to negotiate and ask for discounts when starting out. Many ezines offer...

Public Relations

Unlike advertising, which is primarily what you say about your organization or event in order to win acceptance, public relations is the promotional discipline of forming what your audience thinks or feels about the value of your enterprise and, even more important, about your organization as a whole. It is a broader, more time-consuming approach to building continuing allegiance to your cause and participation in your events. The goals of a public relations campaign may vary significantly,...

Brochures

Priscilla Richardson is president of WriteSpeakforSuccess, (Write-SpeakforSuccess.com), a leading business communications company. Her work with associations and corporations in business writing, speaking, and marketing communications is known for its creative brochure design strategies. Her first admonition Sell the benefit She cautions that marketers remember that the brochure must not be designed to please the marketer, but rather to attract the attendees. What do they get when they buy Then...

How to Determine the Best Future Practices in Reaching Your Target Market

As you contemplate your future marketing plans, you must ask three important questions (1) How can I reduce the length of time from event development to market success (2) How can I cut through the marketing clutter to differentiate my event product (3) How can I reduce the cost of making each sale The reason you must ask these questions is because your employer, stakeholders, supervisors, and others are asking these questions before you even consider writing the event marketing plan. They want...

Defining the Differences

Most corporate meetings and events are discretionary that is, they are subject to the decisions of management. For example, incentive trips and events may not be held if employees have fallen short of quotas, or if the company is performing below expecta tions. Recognition programs may not occur if management deems that there is no one worthy of the award. Product introduction spectaculars may or may not be held, depending on whether or not there are products innovative enough to herald their...

Selling the Corporate Message

To sell the corporate message, you need to understand the corporate culture of your client or employer. Webster's Unabridged Dictionary defines culture as the integrated pattern of human behavior that includes thought, speech, action, and artifacts and depends upon man's capacity for learning and transmitting knowledge to succeeding generations. In addition, it cites the customary beliefs, social forms, and material traits of a racial, religious, or social group. To that definition, we could...

Summary

Festivals, fairs, and other special events differ from association and corporate events in nature. To successfully market your event, you must carefully designate and take advantage of the unique qualities of the event. Traditional media, such as television, radio, and print, can contribute to the event marketing to a great extent, especially when you find any correlation with the niche media. Marketing these special events requires not only traditional methods, but also nontraditional...

Online Surveys

Just as important as monitoring the Web site traffic and the number of visitors you have is knowing who your visitors are. If you know your Web site audience and their demographics, you can market your site more directly to the intended audience. One of the most efficient ways to do this is by conducting surveys. What questions you ask will be determined by what you want to know. Do try to keep surveys short and don't forget to ask a bit of background information, without getting too personal....

Other Types of Corporate Meetings

There are numerous purposes for which corporate events are planned, many of which incorporate the same marketing principles described earlier. Among them are 1. Training Seminars. Similar to association seminars and workshops, these sessions incorporate speakers and panels discussing specific subjects such as industry trends, new scientific discoveries and theories, and changing market demographics. A clear concept of the topic and the benefit (what the participant will learn) is an important...

Identifying Sponsorships to Financially Support Your Event

According to the International Events Group or IEG, Inc. of Chicago, Illinois, sponsorship is the fastest growing form of marketing. It is estimated that, in 2001, entities from around the globe will spend over 24.6 billion to sponsor a variety of events, almost quadrupling the amount spent in 1998 (see Figure 4-5). Sponsorship is fast becoming the fourth arm of marketing, in addition to advertising, promotions, and public relations. Although sports events still dominate the types of events...

Define Your Business

Prior to marketing your event online, you need to clearly define your event and know your goals and target audience. It's important to perform the following Determine clear and concise objectives and goals of the event. Establish the best way to position the event in the marketplace. Ascertain the strengths and weaknesses of the event. Identify the customer, to include demographics and consumer behavior. Differentiate this event from the competition. Evaluate the financial resources. Conduct...

Advantages of Web Marketing

Unlike traditional marketing, electronic marketing deals with real time. Customers experience the most up-to-date information. By keeping your Web site up to date, you will keep customers coming back over and over again. Net Results Web Marketing That Works lists the following advantages to Web marketing Brand Building. Establishes an instantly recognizable brand by raising awareness of your site. Direct Marketing. Eliminates the costs associated with printing and mailing. The Web gives you the...

You Are the Future of Event Marketing

According to Barbara Moses, in order to recession-proof your career, you must employ 12 strategies for bad times and good. Moses suggests that individuals must take charge of their careers, ensure their employability, create a fallback position, know their key skills, prepare for areas of competence, market effectively, act type A but be type B, build emotional resilience, stay culturally current, be a compelling communicator, fortify their finances, act like an insider and think like an...

Developing A Marketing Schedule

The promotion of festivals, fairs, and concerts requires a different time schedule than other types of events. In promoting first-time events, one needs to educate the public to promote the new event. First-time events need to cut through the clutter. The consumer needs to be exposed to many different media, ranging from radio advertisements that heighten interest, to TV advertisements that visualize and excite, to print advertisements that give information, to Web sites that provide a...

Calculating Return on Sponsorship Investment

Sponsors want, and expect, a quantifiable return on the money they have invested in your event. As the event producer, you also need this information to enhance your ability to attract larger sponsorships in the future. According to the IEG's Complete Guide to Sponsorship, there are three broad methods to evaluate the return on investment (ROI for the sponsor) Measuring awareness levels achieved or attitudes changed about the sponsor's products or services Measuring increase in sales of...

Business Plan

Before you can reap the benefits of online marketing, you must first know exactly what your business is all about. In addition to the standard business plan you have for your organization, you will also need a marketing plan. The Unofficial Guide to Marketing Your Business Online suggests doing one of the following to begin your online marketing plan 1. Use a Web-based tool. Visit http www.bplans.com to download and edit sample business plans. 2. Buy a business planning software. Palo Alto...

George Preston Marshall

Marketing genius is found in those who take fledgling enterprises and through innovation and customer involvement build hugely successful products. George Preston Marshall was such a marketer. In 1937, he purchased the old Boston Redskins professional football team and moved the franchise to Washington, DC, renaming it the Washington Redskins. In those days, professional football was more of a curiosity than serious sport. Baseball was the national pastime. Football was something to do on a...

P T Barnum And The Ringling Brothers

Phineas Taylor Barnum set the stage in the 1800s for using the outrageous and bizarre in attracting attention to his enterprises. He was responsible for developing methods of advertising and promotion that became known as ballyhoo, a term synonymous with attention getting. Businesses around the world, perhaps without realizing it, still employ his principles of entertainment, excitement, and enterprise. And they profit from it. Barnum created his own stars and then promoted them through...

The Five Ps of Event Marketing

The successful event marketer is at first the consummate student of his or her product. The product may be an educational program, a county fair, or a full-fledged convention. It may be a reunion for a fraternal organization or a corporate product launch. If you are marketing the event, there are essential elements as shown in Figure 1-4 that you must know and questions you must ask of the event sponsor. 1. What Is the History of the Event Many veteran marketers will attract participation...

Internal and External Communications

Whether the corporate event is the grand opening of a new shopping mall, introducing an upcoming auto show, or cutting a ribbon for a new dealership, both internal and external communications should be strategized. Communicating the corporate event is most effective when both internal and external resources are embraced. For example, the purposes of a training program should be communicated first through appropriate channels within the headquarters office. Focus group reaction may be invited...

The Multifunctional Discipline of Marketing

Few of us enjoy the opportunity to do only one thing in our jobs. As you pursue a career in event marketing, you will probably find yourself balancing that responsibility with many others that may be totally unrelated. In his book Special Events, Dr. Joe Goldblatt offers this personal observation to students in his event management program at George Washington University in Washington, DC Many of the students who apply for admission to the Event Management program tell me that although managing...

Jay Lurye

If there ever was a master of integrative marketing and creative thinking, it was Jay Lurye, the founder and president of Impact, International. Based in Chicago, his company was among the first event production and marketing firms, and many of his principles innovated practices that are common in the industry today. Much of his work centered on association conventions, but his greatest contributions were in building attendance through marketing partnerships and the creation of ancillary...

Bill Veeck

Bill Veeck was professional baseball's first promotional genius. As owner of the Cleveland Indians, Chicago White Sox, St. Louis Browns, and two minor league teams, he was a showman without peer. He understood that in the 1930s and 1940s, a country coming out of the depression and war years needed something more than the game on the field in order to spend precious dollars. They needed entertainment and excitement, and he was certainly committed to enterprise. His greatest strength was his...

In Appreciation Of

Joe Goldblatt, CSEP, who, at his relatively tender age, has already become known worldwide as a patriarch of modern event management and marketing practices. Grabbing the sword and leading the charge toward completion of this book, he guided and encouraged me to stay the course and take the hill. I am forever in his debt. JoAnna Turtletaub, whose timeless patience and cheerful support as our publisher's senior editor was such a significant asset during the writing, assimilation, and...

Acknowledgments

There is no single, definitive instruction manual in the glove compartment of the event marketing vehicle. In reality, there are thousands of such manuals, each building on the books of knowledge that preceded them and adding to the bodies of knowledge that will fill the stream of future information. I am blessed to have been associated with the best of the best during my career. Among my mentors are scholars, marketers, managers, writers, educators, financial analysts, researchers, association...