Market Right
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This document provides insights and strategies for event marketing on a limited budget. It recommends getting answers from attendees to understand their needs, getting loud through targeted online promotion, focusing messaging around clear objectives, and getting creative with compelling visual content. Specific tactics discussed include using social media like Facebook, Twitter, YouTube and blogs, as well as guerrilla marketing techniques like distributing business cards and magnets. The document also outlines developing a marketing strategy through assessing strengths, weaknesses, opportunities and threats, creating a budget and timeline, and provides suggestions for jump starting efforts through stunts, contests and networking.
Market Right
- 1. Market Right!A No-Nonsense Approach to Do-it-Yourself MarketingStacey RuthCEO, The WOW Factory
- 4. Competition
- 5. Knowing where to start
- 8. More tactics
- 11. Get Answers.GET INSIDE THEIR HEADS.Not sure what’s keeping attendees and traffic away from your event? Wondering why they just aren’t really engaged in your program? Stop guessing. Ask. SURVEY.Live phone surveys deliver more statistically valid, and in-depth information than any other polling methods. ANALYZE.Look for the trends. Is your event aligned with what your audience is actually looking for? ADJUST.Adapt your event content, speakers, location, experience, or just your message. Communicating how you are uniquely addressingattendee needs is the biggest step to growing your attendance.
- 13. GetLoud.Turn it up a notch. Lack of awareness is the greatest obstacle to event attendance. This is no time to be humble. You have an event to grow.Limited budget need not limit your visibility. Today, targeted online and social promotion opportunities are readily available on almost any budget.
- 15. GetFocused.No one can be all things to all people. Your event has a clear purpose and a precise set of objectives. Align your event experience with those objectives, and watch your credibility – and attendance – soar.Build a community of like-minded individuals who are there for those same reasons.
- 17. GetCreative.Powerful creativity comes from absolute clarity. It is brief. It is complete. It is visually compelling.How your website looks, the sophistication of your emails, every touch point with potential attendees – all telegraph the brand of your event. What are you saying about your event right now?
- 19. GetReady.We’ve got work to do. It’s time to get down to “brass tactics”. Let’s see some examples:
- 20. RealExamplesShaun King launched the Courageous Church in Downtown Atlanta using only Facebook, Twitter, YouTube and blogging. Even with no catchy mailer, six hundred people showed up. Facebook was so impressed that they featured a blog post talking about how Pastor Shaun used Facebook to build a church community.Lesson: Social media is more than an online accessory; it’s a dynamic active community To tap into.
- 21. Social Media |FacebookRecruit Fans
- 22. Keep it content-rich (announcements of upcoming events don’t really count)
- 23. Ensure more than 50% of content comes from Fans
- 24. Engage your Fans through polls and contests that get them generating the content
- 25. Enhance your page with applications that drive engagement and viral effect – like virtual gifts.
- 26. Reward your audience with giveaways, sweepstakes, and sale coupons. (HINT: These can be from sponsors!)
- 27. Bring the conversation offline
- 28. Keep it simpleSocial Media |TwitterBroadcast news
- 29. Ask questions and get feedback / advice
- 30. Run a poll
- 31. Point to useful resources (including sister organizations)
- 32. Promote your content / speakers / sponsors
- 33. Tell others about events (not just yours)
- 34. Follow those who follow you
- 35. Tweet several times dailySocial Media |YouTubeBuilding ContentKeep it brief
- 37. Make it lively and interestingEngaging MembersThank subscribers with wall comments
- 38. Allow comments to be posted on your channel wall Promoting Account/ChannelGenerate subscribers to your channel by subscribing to other channels
- 39. Send Friend Requests on YouTube Social Media |BlogsIntriguing titles
- 40. No less that one post per week if possible
- 41. Including an image with a post is recommended when possible. Use your keywords in the image “alt” attribute when possible
- 42. Link to other blogs and/or to previous posts of your own
- 43. Mix up length of your posts. When possible, offer analysis, new tips and tricks
- 44. Announce on other social networks about your post (Facebook or Twitter).
- 45. Comment to other’s comments in your own blog.
- 46. Comment on other blogsRealExamplesPastor Dino Rizzo goes with his team on late-nite bar outreaches. They station themselves outside bars around closing time and offer people water and juice and Chick-Fil-A sandwiches. Pastor Dino gave a sandwich to a guy who was shocked to see him there – he said he goes to his church and really couldn’t believe his pastor cared enough to check on him.Lesson: Serve people when they least expect it.
- 47. Guerilla MarketingThe Useful Business CardDirect mail a neatly designed book mark,folding down to business card size.Helpful tips
- 49. Event dates
- 50. Your websiteGuerilla MarketingThe Car MagnetKeep it fun and thought-provoking
- 51. An optical illusion works
- 52. Add a website addressGuerilla MarketingThe AnnouncementWhen school closings are announced – announce you will be open.Marketing Strategy: HELP!Where Do We Start?Audit
- 53. Survey
- 54. S.W.O.T.
- 55. Build a S.M.A.R.T. Plan
- 56. Budget
- 58. Assign ResponsibilitiesS.W.O.T.Knowledge of issues facing home schoolers
- 59. Focus on Christian principles
- 60. Strength of group as lobby
- 61. Limited funding
- 62. Low awareness STRENGTHSWEAKNESSESViolence in schools
- 63. Return to core values
- 64. Mega “for profit” conferences
- 66. Marketing Strategy:BudgetPercentage of revenues20% (used more for small businesses)Percentage of net sales4% is a common multiplierEverything you can affordMore than the competitionDesired customer (attendee) growthIndustry specificSpend nothing, market for freeDesired market shareObjective/task orientedTake last year's budget and subjectively add to it or cut it to arrive at a figure for this year's budget
- 67. Marketing Strategy: HELP!How Do We JUMP-Start?Pull a Stunt
- 68. Hold a Contest
- 69. Give Away Tips
- 70. Get A Posse
- 71. Add-on with a Discount
- 74. Get Social
- 75. Newsletter Cross-promotionMarketing Strategy: HELP!How Do We JUMP-Start?Network
- 76. Speak Up
- 77. Participate In Church & Community Service Events
- 78. Write Articles
- 79. Be The Expert
- 80. Listen To Radio Talk ShowsMarketing Strategy: HELP!How Will We Get There?Check Your ProgressRegularly Try New ThingsGive Your Plan TimeTo Work Ask ForFeedback