2. Presented by
Paola Otoya Event Operations Manager
Adam Kruhak Marketing & Graphics Executive
Emma Sandwith Event Operations Team Leader
10 Steps to Event Success
3. 1. Establishing a Target Market
2. Strategy & Planning
3. Advertising
4. Initial Client Contact
5. Client Meeting & Site Inspection
6. Event Confirmation & Development
7. Event Sheets Meeting
8. Final Appointment & Audio Visual Testing
9. The Event
10. Feedback
10 Steps to Event Success
mg I have been here at the Epping Club for almost 11 years and I work here because I enjoy meeting new people and coming up with innovative and fun ways, to let people know what we do here. I graduated with a business degree from Macquarie University and commenced in a graduate position with one of the large Sydney advertising agencies- where I worked primarily on the McDonalds account. Surprisingly McDonald's – and most of us have one near us- is a very similar style of marketing to clubs- its all about local relationships at the core. After a coupe of years of sports and hospitality marketing in Sydney, I then gained some further experience working for a South African owned, event management company in London and across Europe. I really learnt some great skills about the importance of detail in large scale events here. I worked at st Andrews on the golf- and even in the summer, weather is an important factor in Scotland. So sponsored umbrellas were one of the little detail that should not have been forgotten. prior to joining the Epping club I built on my media knowledge while working for fox sports and was part of the start up team, at the fox studios entertainment precinct. So after almost 20 years of varied marketing and advertising experience- I wanted to get up here and crack some funny jokes and bamboozle you with all the best kept marketing secrets, of how we created such a successful events and wedding venue but at the end of the day- the answer is simple -Knowledge. Know your customer!!!! and know your product. And What do you do well, know what your customer wants and how do you tell them you have it? This simple theory will work for the biggest of Clubs with gorgeous harbour views to a tin shack out in timbucktoo! As a team, we also step out of doing the business, regularly to look at where we are headed strategically, so I will share a few of these insights with you.
Mg “marketing is the cost effective delivery of sales”The term "sales and marketing" is used so commonly that it is assumed that they are one and the same by many people - they are not. Our definition for sales is the activity of taking a lead and selling the item desired. Our definition for marketing is the activity of finding out what the market wants to buy. That's our sales and marketing definition - hope it helps.The managementprocess through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy.As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."Read more: http://www.businessdictionary.com/definition/marketing.html#ixzz25bC78yZ5
Work out what are your objectives and how will you get there
mg
MgDeveloped strategy focussing on 5 major target demographicsLocal ResidentsCorporate/ SchoolsCultural- Chinese, Korean, IndianMembers Member CommunicationClubhouse “Home away from Home”Weddings/ Social EventsI would like to share the baked beans theory- baked beans advertising is a good example of targeting- “ Beans mean Heinz ‘has been a successful advertising strategy to target house wives/ mothers of children to buy baked beans for their family for generations. So while you are throwing the big money and big message to your main customer, it will still splatter out and hit those on the outskirts such as a teenage boy, a granny living alone will still buy baked beans. this is another key message- who are you talking to ? Too many clubs are trying to talk to everyone and get desperate ,then your advertising dollar is spread too thinly and you miss getting the frequency or appeal to who really wants your product
mg
mgCustomers experience 5 Star service E Plus Star Rewards and Membership- tiering add excitement review rewardsDevelop events and food & beverage loyalty components to the program Reward and Referral program Business Development (New Members)E Plus Star Rewards and Membership- tiering add excitement review rewardsDevelop events and food and beverage loyalty components to the program. Reward and Referral program ( for current members and corporate events clients, restaurant program including incentives)Business Development (New Members)
mgRetention Strategies- Promotions and IncentivesTargeted offers to specific demographics including visitors, Selected Nationalities surnames, particular suburbs View opportunities to increase benefits and further advertise all benefits Membership renewals- Promotions & Competitions, Retention Strategy
mg
mg
mg1. Develop a plan with weekly kpi as goals- break your bigger annual budget into achievable chunks and monitor regularly- so no surprises with revenue or profit at the end of the year.2. Focused advertising and communication plan – that talks to those who need/want your product within a budget that generates a return on investment for your Club3. New business development- networking and don’t think you will put out a sign saying “we do weddings”- and people will come knocking your door down- get out there and meet the community, your local business groups, who runs the school pa and c?4. Rewarding current clients/ High Level customer service and delivery for repeat business5. Timely use of resources ( budget & time)6. We Position our Club brand as being synonymous with quality and a company that delivers your expectations “Sydney’s 5 star club. determine your position! what does your Club do ? and where do you fit in comparison to your local competitors- are you the biggest or the friendliest or have the funniest entertainers- anyway you get the point- so many marketers are shouting out at everyone-!
mgIncreasing Revenue/Awareness in Food and Beverage RestaurantMajor Seasonal Menu Launch PromotionsPromote for introductory visits through deal websites/other programs to expand the number of introductory visits Cudo, Scoop On, Living Social, Our Deal - Cross departmental referrals and promotionsDevelop and promote a restaurant loyalty programFacebook page to focus more on therestaurant Website online competitions
