ntr event marketing event marketing 93% of reporting stations are using event marketing to generate...
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NTR Event Marketing Event MarketingTRANSCRIPT
NTR Event Event MarketingMarketing
93% of reporting 93% of reporting stations are using stations are using Event Marketing to Event Marketing to generate revenuegenerate revenue
74% are planning 74% are planning to to increaseincrease their their Event Marketing Event Marketing
effortsefforts45% of stations do at 45% of stations do at
least 3 to 5 Events per least 3 to 5 Events per yearyear
What are stations doing in Event NTR?What are stations doing in Event NTR?RAB 2005 NTR Survey
Sponsorships – Sponsorships – 93%93%
Signage – 84%Signage – 84%
Booth space – Booth space – 85%85%
Sampling – 71%Sampling – 71%
Couponing – 61%Couponing – 61%
Hospitality – 51%Hospitality – 51%
Other – 35%Other – 35%
Most popular Event Marketing Most popular Event Marketing elements:elements:
RAB 2005 NTR Survey
True?True? False?False?
Corporations spend Corporations spend more on advertising more on advertising
than promotions.than promotions.
NTR
NTRFalse.False.
XX
Source: Promo Magazine Source: Promo Magazine 20042004
- Event Marketing -- Event Marketing -Creates fun and excitementCreates fun and excitement
Drives traffic to a client’s locationDrives traffic to a client’s locationLets listeners connect with your advertisers Lets listeners connect with your advertisers
& station& stationTies into existing market eventsTies into existing market eventsAndAnd marketmarket sizesize doesn’tdoesn’t matter!matter!
So, Why Event Marketing?
In the U.S. alone, corporations dropped In the U.S. alone, corporations dropped $$165 billion165 billion into Event Marketing in 2005. into Event Marketing in 2005.
Source: Promo Magazine Source: Promo Magazine 20042004
So, Why Event Marketing?
Experiential Marketing:Experiential Marketing: ““Live event marketing experiences Live event marketing experiences where consumers interact with a where consumers interact with a product or brand face-to-face.” product or brand face-to-face.”
The hottest thing in Event The hottest thing in Event Marketing? Marketing?
A Story to Tell…Meow Mix
“Meow Mix Cafe” 5 days mobile promotion
promoting cafe. 3500 square feet café where cats
“sampled” 7 new flavors. Over 12 days: 14,000 pouches
sold and sampled. 3,000 people visited each day. $20,000 donated to SPCA from
sale of toys, accessories, etc.
Meow Mix Café Grand Opening
Meow Mix Café Grand Opening
A Story to Tell…Suave
Suave - “Can You Tell?” A temporary salon - Manhattan,
Chicago, Minneapolis, etc. Free haircuts and manicures. Celebrity hair stylists Interactive demos such as a hair
analysis Product samples and coupons Suave donates $40 to Gilda’s
Club Worldwide per customer.
A Story to Tell…Simon Malls
“Book Blast” Celebrity readers at mall locales. Family activities starring book
characters. Donated books given to local
charities. “Kidgets Club” members (200,000+)
received goody bags with Crayola fingerpaints, gifts from Harcourt, Scholastic, and Candlewick Press.
““Experts say integration is key and that a mix Experts say integration is key and that a mix of direct mail, radio and in-store of direct mail, radio and in-store
merchandising proves a great recipe for merchandising proves a great recipe for success.”success.”11
Source: Promo Magazine Source: Promo Magazine 20042004
NTRSports Sports MarketingMarketing
69% of projected corporate 69% of projected corporate sponsorship dollars will be spent on sponsorship dollars will be spent on
Sports Marketing.Sports Marketing.
Sports touches the lives of more people Sports touches the lives of more people than any other promotional vehicle.than any other promotional vehicle.
Companies of Companies of any size can any size can participate.participate.
Station doesn’t have to Station doesn’t have to be linked directly with the be linked directly with the
teamsteams- High School -- High School -
- College -- College -- Amateur -- Amateur -
Sports Marketing
Idea Starter:3 v. 3 Soccer Shootout
Fits any size Fits any size marketmarket
Multiple Multiple sponsorssponsors
Multi-media coverageMulti-media coverage
Coupon Coupon opportunityopportunity
Signage and logo Signage and logo placementplacement
Station web site Station web site hyperlinkshyperlinks
NTRCause Cause MarketingMarketing
Creates a win-win for Creates a win-win for consumers, retailers, consumers, retailers,
vendors, and your vendors, and your stationstation
Retailers and Retailers and manufacturers get manufacturers get
exposure to consumers exposure to consumers who are in the marketwho are in the marketEnhances your Enhances your
station’s image and station’s image and showcases showcases community community
involvementinvolvementIt’s a business expense It’s a business expense – – not a donationnot a donation – – and expected to and expected to
show ROIshow ROI
Cause Marketing
Enhances station Enhances station imageimage
Creates association with Creates association with a not-for-profit a not-for-profit organizationorganization
Generates Generates employee employee
excitementexcitement
IncreasesIncreases billing!billing!
Showcases Showcases community community
involvementinvolvement
Radio StationsBenefits of Cause Marketing for…
80% of sales reps stated 80% of sales reps stated that they felt more that they felt more
confident about confident about approaching a prospective approaching a prospective
client for a Cause client for a Cause Marketing campaignMarketing campaign
52% of sales reps 52% of sales reps states that the states that the charitable tie-in charitable tie-in
improved the rep’s own improved the rep’s own credibility with their credibility with their
clientsclientsSource:Source: Cone-Roper Cause-Related Marketing Report, 2002 Cone-Roper Cause-Related Marketing Report, 2002
What’s in Cause Marketing for you?
Enhances brand Enhances brand imageimage
Association Association with a not-for-with a not-for-
profit profit organizationorganization
Creates Creates employee employee
excitement / excitement / builds moralebuilds morale
Showcases Showcases community community
involvementinvolvement
Benefits of Cause Marketing for… Corporations
61% of consumers 61% of consumers believe cause-believe cause-
related marketing related marketing should be a standard should be a standard
business practicebusiness practice Nearly 2 out of 3 Nearly 2 out of 3 consumers stated that consumers stated that if price and quality are if price and quality are equal, they are likely equal, they are likely
to switch to a brand or to switch to a brand or retailer associated retailer associated with a good causewith a good cause
What Consumers say about Corporations and Cause Marketing…
Source:Source: Cone-Roper Cause-Related Marketing Report, 2002 Cone-Roper Cause-Related Marketing Report, 2002
Access to Access to corporate corporate supportsupport Association with Association with
brand-name brand-name partnerspartners
Increased Increased awareness of awareness of
their organization their organization and causeand cause
Media AttentionMedia Attention
Benefits of Cause Marketing for…Nonprofit Organizations
Most Popular Cause Marketing
Categories:Education
LiteracyLiteracy
ScholarshipsScholarships
Music ProgramsMusic Programs
Back-to-School / Stay in SchoolBack-to-School / Stay in School
Idea Starter #5:KFC: Stay in School
Developed a cause-Developed a cause-related marketing related marketing
campaigncampaignBuy-one-get-one Buy-one-get-one
offer (BOGO) offer (BOGO) and and
commitment commitment cardcard
Winning school Winning school received a party received a party
from Radio from Radio stationstation
Most Popular Cause Marketing
Categories:HealthTournaments (Golf, Tournaments (Golf,
etc.)etc.)
RadiothonsRadiothons
Fun RunsFun Runs
Blood Drives/Health ScreeningsBlood Drives/Health Screenings
Idea Starter #6:Race for the Cure
High visibilityHigh visibilityAffiliation with Affiliation with “brand name” “brand name”
charitycharityPersonal impact Personal impact on core audienceon core audience
““Legs” on T-shirt Legs” on T-shirt wearwear
Stage presentationStage presentation
On-air promotionOn-air promotion
Youth Youth AssociationsAssociations
PovertyPoverty
SheltersShelters
Food DrivesFood Drives
Most Popular Cause Marketing
Categories:Community Welfare
Most Popular Cause Marketing
Categories:
Earth DayEarth Day
RecyclingRecycling
Environment
Conservation / Pollution / Conservation / Pollution / LitterLitter
NTRNTR campaigns can revolve around elements other than
Radio Newspaper
Direct Mail
Promotional Gizmos
Eventhe
blimp!
Elements
Campaign Building10 Keys to Success
1. Inventory what you have to 1. Inventory what you have to sell:sell:
SponsorshipsSponsorships
Banners, Posters, Flyers, Banners, Posters, Flyers, BrochuresBrochures
Couponing/SamplingCouponing/Sampling
HospitalityHospitality
BoothsBooths
OtherOther
2. Develop your sponsorship 2. Develop your sponsorship offerings:offerings:
Keep it simpleKeep it simple
Don’t do packagesDon’t do packages
Communicate to all sellersCommunicate to all sellers
Campaign Building10 Keys to Success
Campaign Building10 Keys to Success
3. Research Your Target Sponsors:3. Research Your Target Sponsors:
Do your homeworkDo your homeworkInternet Internet (hoovers.com, (hoovers.com,
Prnewswire.com)Prnewswire.com)
Company’s web siteCompany’s web site
RAB.comRAB.com
The more you know, the The more you know, the better!better!
Local and national publicationsLocal and national publications
MediaMedia
4. Do initial sponsor 4. Do initial sponsor contact:contact:
Who is your contact?Who is your contact?
Campaign Building10 Keys to Success
Client Needs Analysis:Client Needs Analysis:Ask questions that confirm this company is viable for your Ask questions that confirm this company is viable for your
projectproject
The local market The local market representativerepresentative
Tap into these budgets: Tap into these budgets: Sales - Branding - Public Sales - Branding - Public Relations - Human Resources - Multi-Cultural – Others…Relations - Human Resources - Multi-Cultural – Others…
5. Close for the 5. Close for the appointment:appointment:
Resist selling on the phoneResist selling on the phone
Ask for the appointmentAsk for the appointment
Ask for the appointmentAsk for the appointment
Ask for the appointmentAsk for the appointment
Campaign Building10 Keys to Success
6. During the appointment:6. During the appointment:
Conduct a needs analysisConduct a needs analysis
Demonstrate your understanding of their Demonstrate your understanding of their businessbusiness
Offer opportunities to meet their needsOffer opportunities to meet their needs
Be creativeBe creative
Campaign Building10 Keys to Success
7. Make the sale:7. Make the sale:
Campaign Building10 Keys to Success
Recap elements addressing their Recap elements addressing their needsneeds
Address objectionsAddress objections
Know when to shut upKnow when to shut up
Close the saleClose the sale
8. Communicate:8. Communicate:
Campaign Building10 Keys to Success
Get spots and printed materials Get spots and printed materials approvedapproved
Inform them of new sponsorsInform them of new sponsors
Get a press releaseGet a press release
Give them a feeling of ownershipGive them a feeling of ownership
9. Involve the sponsor in the 9. Involve the sponsor in the event:event:
Campaign Building10 Keys to Success
Do a pre-event site inspectionDo a pre-event site inspection
Ask for volunteersAsk for volunteers
Communicate during the eventCommunicate during the event
10. Re-cap:10. Re-cap:
Campaign Building10 Keys to Success
THETHE most under-utilized tool: the post- most under-utilized tool: the post-event reportevent report
Include copies of printed materials, tickets, Include copies of printed materials, tickets, bannersbanners
Photos if availablePhotos if available
Media coverageMedia coverage
Emphasize that you Emphasize that you delivered results!delivered results!