webinar 5 steps to kick your marketing into gear

5 STEPS TO KICK YOUR MARKETING INTO GEAR

PRESENTER

• First job – Event manager for non-profit• Began working at Fortune 1000 company

in 1995o Accidentally started building websites

• Started own company in 1998o One woman show

KENDRA WRIGHT

President, Saffire Events

SAFFIRE CLIENTS

SAFFIRE CLIENTS

SAFFIRE ASSOCIATION PARTNERS

OUR GOAL

To give events a beautiful, branded online presence they can manage

themselves.

THE ALTERNATIVE

WHAT WILL YOU SAY?

1. Determine your target audiences

YOUR TARGET AUDIENCE

TeenagersFamiliesMomsGroupsGrandparentsOther audiences – Military, etc.

WHAT WILL YOU SAY?

2. Get your team together -make sure to include all audiences

WHAT WILL YOU SAY?

• This could be one meeting or more than one.

• Offer free tickets, t-shirt and/or food.• (no more bullets)

WHAT WILL YOU SAY?

3. Brainstorm all the reasons people come to your event

WHAT WILL YOU SAY?

• What is your favorite memory of the fair?

• How did you hear about the fair the last time you went, what made you want to go?

• What was your favorite thing, and was it what you thought it would be?

WHAT WILL YOU SAY?

Sometimes conflicting reasons:Teenagers – HipGrandparents – TraditionMoms – BargainsGroups – Organized connection

WHAT WILL YOU SAY?

4. Come up with topics for all these reasons

WHAT WILL YOU SAY?

Two things to tell people:1. What we want them to hear• Relentlessly focus on what makes you your

most revenue or what you feel like drives revenue

2. What people want to hear• Contests, promotions, wild & wacky, behind

the scenes (more later)

CONSIDER THE “RULE OF THIRDS”

1/3 about yourself and your brand

1/3 about things people might be interested in that aren’t self-promotional

1/3 interact with people

WHAT WILL YOU SAY?

5. List all the places you’ll say it.

WHERE WILL YOU SAY IT?

WebsiteMobile EmailFacebookBlogYouTubeTwitterPinterestFlickr

INTERESTINGLY…These are in rough

priority order.

WHAT TOOLS DO I USE?

Website – Current provider (or Saffire)Mobile – Same provider (or Saffire)Email – Constant Contact, Mail Chimp, SaffireMailFacebook – BufferApp.comBlog – Wordpress.comYouTubeTwitter – BufferApp.com (with Facebook)InstagramPinterestFlickr

CREATE AN EDITORIAL CALENDAR

CREATE AN EDITORIAL CALENDAR

www.saffireevents.com/calendar

DEEP THOUGHT…

Ask questions that get people to talk about themselves in relation to

your event

GRAB THEIR ATTENTION

• Consider funny – tweets from mascot, etc.

• Personal/human interest stories get a lot of hits

• Posts with photos get more views!

Think about what YOUR AUDIENCE

would want to click!

MAKE PEOPLE FEEL LIKE INSIDERS

• Be the first to know about X via social media!

• See behind-the-scenes looks at our event!

Your customers feel special, and they are more likely to be long-

term followers.

MULTIMEDIA

• Photo contests on website and Facebook

• Caption that photo

• Funny video upload

Photos and video are naturally VIRAL and give you more event

photos!

GET PEOPLE TALKING

Show live tweets on concert side screens

Have a vote or quiz• Answer on text, app, QR code, etc.

CONTESTS WITH PUBLICITY BONUS

Have a contest for front row concert seats• Text, tweet or post on FB page NOW =

publicity

Do giveaways with charitable tie-in

Allow groups to get $ for their orgs for advance sales; host trip for winners

CONTESTS WITH PUBLICITY BONUS

Do giveaways with charitable tie-in

Allow groups to get $ for their orgs for advance sales; host trip for winners

THANK YOU

Any questions?