Marketing to Promote Your Event and Attract Potential Attendees

by Brenda Stier, Founder and President of Marketing Works

September 17, 2007

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OSU vs. Michigan

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What do they have?

Reputation

Past performance

High entertainment value

Known entity

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“If you build it, they will come.”-Field of Dreams (1989)

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Overview

• Know Your Audience• Know Your Attributes• Connect Audience with Attributes• Show Value• Create Buzz• Develop Repeat Customers• Case Study• Q & A

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Know Your Audience

• Funders

• Attendees

• Promoters

• Ambassadors

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Know Your Attributes

• Continuing education credit

• Credible speaker

• Entertainment value

• Venue

• Personal value◦ Networking

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Connect Audience with Attributes

Motivators• Money• Knowledge• Resources• Boondoggle

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• Credible expert• Content teaser and bio• Quality information• Relevant “hot” topic

◦ Thought-provoking◦ Re-invent traditional topics

• During event◦ Audio conference, webcast

• After event◦ Podcast, vodcast

• Promote benefits NOT features

Show Value

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Create Buzz

• Timed campaign• Consistent message (3x)• Varied channels• Cross-promotion

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Use channels available to you:• Partners, ambassadors• Traditional media

◦ Radio, TV, PSAs, suburban newspapers

• Non-traditional media◦ Community listings,

newsletters, blogs, intranets

Channels

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Develop Repeat Customers

• Set realistic expectations• What’s the take away?• Offer a series• Consistent scheduling/varied location• Sign-up now discount• Deliver

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Case Study: Charley’s Grilled Subs

Challenge• 80 percent of franchisees to attend annual convention• 35 currently registered• Limited budget

1. Resources• Who can help?

◦ Visitors and convention bureau◦ Hotel concierge

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2. Incentive• 2 for 1• Spouse• First 50 registered entered into drawing

3. Promotional campaign: “Don’t miss out!”• Save the date brochure• Postcard• Agenda• Luggage tags

Case Study: Charley’s Grilled Subs

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4. Results

5. Deliver a great event!

Case Study: Charley’s Grilled Subs

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Q & A