Tricks of the trade for successfully promoting your event
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This presentation teaches you the basic of successfully promoting your events be it Tradeshow or Conference
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Tricks of the trade for successfully promoting your event
- 1. Tricks of the Trade for Successfully Promoting Your Event
- 2. What Type of Event Do You Have?
- 3. STP
- 4. Market Segmentation Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.(Kotler) STP
- 5. Segmenting Consumer Market •Geographical segmentation •Demographic segmentation -Most popular segmentation •Psychographic segmentation -Lifestyle, social class, and personality-based segmentation •Behavioral segmentation (Kotler) STP
- 6. Segmenting Business Market •Demographic segmentation Industry, company size, location •Operating variables Technology, usage status, customer capabilities •Purchasing approaches •Situational factors Urgency, specific application, size of order •Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty (Kotler) STP
- 7. Target Market Consists of a set of buyers who share common needs or characteristics that the company decides to serve(Kotler) STP
- 8. Selecting Target Market Segments •Undifferentiated (mass) marketing •Differentiated (segmented) marketing •Concentrated (niche) marketing •Micromarketing (local or individual) (Kotler) STP
- 9. Positioning: •The place the product occupies in consumers’ minds relative to competing products. •Typically defined by consumers on the basis of important attributes. (Jack Trout/Al Ries) STP
- 10. Choosing a Positioning Strategy Identifying Possible Competitive Advantage Differentiation Can Be Based on: •Products •Services •Channels •People •Image STP
- 11. Magnitude
- 12. AIDA
- 13. AIDA
- 14. Product: Event Price Place Selling /Telemarketing PROMOTION People Advertising Process Direct Marketing Publicity and PR Sponsorship/Road shows Marketing Packaging Word of Mouth Mix Email Marketing Social Media PROMOTION MIX
- 15. Advertising Publicity and PR Packaging Social Media Direct Marketing Sponsorship/Road shows Word of Mouth Email Marketing Selling/ Telemarketing Awareness Interest Desire Action
- 16. Promotion Tool August September October November Packaging Website Publicity and PR Print Display Ad – Manila Bulletin Direct Marketing Sponsorship/Road shows Word of Mouth Email Marketing Social Media Selling /Telemarketing Promotion Plan
- 17. Case Study 1
- 18. Marketing Segment Industry Target CRM, Loyalty Market Dept., CMO Winning Customer Positioning is Good, Keeping them Best Magnitude Metro Manila
- 19. Direct Mail Road Shows Email Exhibition Marketing Telemarketing Facebook Print Blog
- 20. Case Study 2
- 21. Tourism Segment Industry Target PCO, PEO, Hotel, Market Venues, DMC The Leading Positioning Institution for the M.I.C.E. Industry Magnitude Philippines
- 22. Email Word of Marketing Mouth Tele Facebook Marketing Print
- 23. 3 Lessons in Promotion
- 24. Be a Purple Cow
- 25. Look for Your Own Blue Ocean
- 26. The Greater the Fit, The Greater the Results
- 28. Orly Ballesteros is the current Chief Operations Officer of Exlinkevents – a Professional Convention , Exhibition and Events Organizer in the Philippines. His current passion is Instagram, sharing stories with his kids about books they finished reading, and strolling with his wife in the mall.