fundamentals of - amazon s3s3.amazonaws.com/ustaassets/assets/723/15/sstaeventctdw...make it viral a...

Fundamentals of Event Marketing

Basics of Event Marketing – The Five W’s

• WHY - Engage and excite consumers

• WHEN - Timing will impact success

• WHO - Understanding demo and interests

Basics of Event Marketing – The Five W’s

• WHERE – Location, Location, Location

• WHAT – Programming to objectives

Planning – Executing Your Event

Essential Considerations

The 3 P’s • Place• People• Props

Marketing – Promoting Your Event


• TV, Print and Radio• Flyers/Brochures/Postcards• Email Blasts• Online/Social Media• Grassroots Efforts

Operations – Executing Your Event


• Set up• Run of Show• Roles & Responsibilities

A Top 10 List of Event Marketing Tips

Not Dave’s


10. Render it Out, Create flow


9. Go Green - But be aware of the Green


8. Signage is important


7. Give yourself time


6. Pick strong brand ambassadors and outfit them


5. Be your own Media. Make it Viral


4. Get your permits


3. Plan the Work, Work the Plan


2. Data capture and conversion


and the #1 Tip for your Event

A Case Study:

QuickStart Tennis at The Jacksonville Jaguars NFL Game

- Everbank Field, home to the Jags, holds more then 67,000 people

- Sports fans tend to be interested in other sports. A new way to find tennis allies in sports lovers

- Wide variety of demographics to expose the format of play and different audience then typical promotions

- Create a buzz about tennis at a different type of venue

September 2, 2010

Making the Connection…

• Find the right person to talk to

• Be knowledgeable on what both sides can getout of the deal and create an agreement thatcan benefit both USTA FL and the Jags

• Be prepared to negotiate

The Deal

• The Jacksonville Jaguars allowed us to set up four 36’ QuickStart TennisCourts in Teal Town along with a USTA FL tent that had information aboutall of our local programs

• In return, We…– Sent out a newsletter that reached our 5,000+ local USTA members

which contained information on buying Jags Tickets and special pricingfor all USTA members

– Put out a press release on our USTA FL web site with information onthe reduced ticket pricing for Jags game

– Released a separate press release to local media about the partnershipwith the Jags for the September 2nd game and the promotion USTA FLwould be doing in Teal Town

Preparing for Game Day

• Visited EverBank Field twice before the game to meetwith Kurt Wisenbaugh, Events and EntertainmentCoordinator so we made sure everything ran smoothlythe day of the event

• Secured six volunteers that have all attended aQuickStart Tennis workshop to assist on the courts

• Worked with USTA FL marketing department in advanceto get posters/flyers and other marketing materials onhand for the promotion

Game Day!

• Arrived at 3:00 to set up nets and tent (Teal Townopened at 4:00)

• Anyone could play on the courts: adults, kids, seniors• Had sign-in sheet to collect email addresses to follow up

with people after the event• Our prime location in Teal Town allowed for maximum

exposure and several hundred people coming throughthe tennis courts

Have Questions?

Amanda BeckerTennis Program Coordinator for USTA FLServing Duval, Clay, Nassau, and St. Johns

CountiesEmail – [email protected] – 904-281-1187

fundamentals of - amazon s3s3.amazonaws.com/ustaassets/assets/723/15/sstaeventctdw...make it viral a...

Documents