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EVENT MARKETINGHISTORY FESTIVAL
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INTRODUCTION
Jemma KnightMarketing ManagerEvents South Australia
Andrew FotheringhamGeneral Manager, Marketing & CommunicationsEvents South Australia
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INTRODUCTION
• Events South Australia• Your Event• Audience• Title and Event Description• Use of Images• Collateral• Social• Electronic Direct Mail (EDM)• Collaboration• Media• Questions
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EVENTS SOUTH AUSTRALIA
• Develop and manage five events• Santos Tour Down Under• Tasting Australia• Superloop Adelaide 500• National Pharmacies Christmas Pageant• Bridgestone World Solar Challenge
• Sponsor major events and regional program
• Manage marketing and communications to promote our state, tell our story and drive economic impact to South Australia.
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CHANGE.THINK DIFFERENTLY.
PROMOTION OF YOUR EVENTS.
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BEFORE YOU THINK ABOUT MARKETING,THINK ABOUT YOUR EVENT
• Previous experiences and learnings
• Customer centric approach to curating your events
• Put yourself in your customers shoes
• Think about the event themes
• What is the experience you’re offering?
• What are the key messages?
• What are the unique sell points?
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WHO IS YOUR AUDIENCE?
• Who are they? Age, gender, location?
• How do they behave?
• What do they want?
• How do I reach them?
Tailor your communications to this audience.
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MAKE YOUR EVENT STAND OUT
Title
• Keep it short
• Be bold and clever
• Keep it clear and relevant
Description
• Set the scene so your reader knows what to expect
• Include unique sell points of your experience
• Keep it short and succinct
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USE OF IMAGES
• Clean, simple
• Negative space
• One focal point
• Emotion
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COLLATERALPOSTERS/FLYERS
• Less is more! Keep the design clean and simple.
• Be clear with what you are trying to say
• Name of event
• Dates
• Location
• Price
• Call to action
• Communicate the experience succinctly
• Be consistent (fonts, colours, imagery) across all assets
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SOCIAL• Create Facebook and Instagram pages
• Create a Facebook event (with a call to action)
• Boost the strongest content
• Follow other events, use hashtags and build engagement
• Tailor your message to the audience and use one consistent
brand voice
• Casual, conversational – not always sales focussed
• Post once a day but focus on quality not quantity of posts
• Reply to comments, private messages and engage with your
audience
Events South Australia social media handles:
@tourdownunder @tastingaustralia @adelaide500
@christmaspageant @worldsolarchallenge
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ELECTONIC DIRECT MAIL (EDM)
• MailChimp (free software for us to 2000 contacts)
• Database recruiting – use promotional offerings
• Database segmentation + personalised messaging
• Subject line: make it catchy, use emojis to stand out
• Engaging imagery is the hero – if it can tell the message, let it
• Language – casual, conversational – one voice
• Be consistent with timings, e.g. every Monday
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• Australian Tourism Database Warehouse (ATDW) Listing
• Collaborate with local businesses
• Database/email marketing
• Social media
• Promotions – ticket giveaways or offers
• Flyers and posters
• Regional tourism offices
• People – ambassadors, influencers
• Media partners e.g. radio, TV
COLLABORATION
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• Prepare a compelling media pitch or story
• Research the media outlets you want to target
• Media materials:
• Media release (key information in the first paragraph)
• Company background or fact sheet
• Biographies on key talent and management
• Images
• Pick up the phone and build relationships
• Be patient
MEDIA
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REVIEW & OPTIMISE
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QUESTIONS?
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