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50 Cards in this Set
- Front
- Back
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What is the purpose of a Marketing Plan?
cic8, 299 |
to define the market for an event, outline a strategy to attract and keep participants, and prepare to anticipate/adapt to change in the market
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What is the definition of marketing for events?
cic8, 299 |
a process of identifying human wants and needs and developing a plan to meet them.
It provides the framework for developing an event that attracts the right attendees and fulfills their expectations. |
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What lays the groundwork for a marketing effort?
cic8, 299 |
When an event's goals and objectives are set (key message points) and the program content is planned.
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What questions should the marketing plan address?
cic8, 300 |
1) Is there demand for this event?
2) What is the value proposition for attending the event? 3) How many competitors provide a similar event? 4) Can you effectively compete on price, quality, and delivery? |
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What 6 items should the marketing plan include?
cic8, 300 |
1) Target market research
2) Competitive analysis 3) Goals and objectives 4) Marketing budget 5) Promotional strategy 6) Measures of sucess |
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What are the type of target markets for events?
cic8, 300 |
vast and highly segmented
small and unsegmented narrow segments along product lines, job, etc. |
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How does someone determine market segments?
cic8, 300 |
conduct a marketing audit:
What are the opportunities (how big is the segment, are the needs met)? What are the threats (what might compete for attn or prevent participation)? |
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What aspects should a complete marketing audit research?
cic8, 300 |
Research is an exploration into the marketplace, target audiences and/or competition.
Marketing environment, laws and regulations, politics, technology of the audience, economic conditions, sociocultural aspects, demand trends, media availability, stakeholder interests, marketing plans and campaigns of competitors, and internal factors (staff experience / resource avail, etc) |
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After conducting market research/audit, the answers to what questions will assist to determine the target audience?
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Attendee history?
What marketing channels aren't being used? Why will attendees come (education, networking..)? Attendee demographics? What other events do these attendees participate in? Are we competing with those other events? Where do attendees get their information? |
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Once the target audience is confirmed, what are next steps for marketing?
cic8, 300 |
formulating goals/objectives/strategies for persuading the target audience to attend.
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What 4 factors affect the Promotional Stratgey?
cic8, 301 |
Price: What should the price be for registration, etc.
Place: What is the event's recognition in the marketplace. Where can they find the info? Product: Can elements of the event be a la cart to add incentive? 1 day attendance option as opposed to all 3 or none Promotion: What media will be used? |
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What is integrated marketing?
cic8, 301 |
an interdependence among all marketing activities, with a common focus on the marketplace or a customer segment.
Each piece of the integrated marketing plan is consistent with each of the other pieces of the plan. Should include all the various media that will be used, setting goals and strategies for each media.` |
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What is a promotion plan?
cic8, 301 |
is the communications tool of the marketing strategy with the aim to generate attendance.
first promos heighten interest with basic info. Final promos create a sense of urgency and encourage people to act. |
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What are some ways to utilize promotion?
cic8, 301 |
Personal selling
sales promotion public relations direct mail trade fairs/exhibits advertising sponsorship |
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What should the promotional plan map out?
cic8, 301 |
Key messages/selling points for each target audience
Promo materials and activities that will deliver the message A timeline for producing and delivering on these. Each promotion should complement and reinforce the others. |
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What should every element of a promotional campaign reinforce?
cic8, 302 |
The organizations brand identity.
Best practice: incorporate a theme or logo for the meeting and a tag line. |
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What are tips for writing good promotional copy?
cic8, 302 |
Make copy dynamic, use color
Be specific - short and punchy Don't overwhelm with needless detail emphasize personal benefits of attendance, what they will gain Include testimonials suggest who should attend Include speaker credentials Use incentives Caption photos with benefit statements Make registration easy Include contact information |
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What is digital marketing?
cic8, 302 |
An electronic form of marketing communication and can be used as an element of integrated marketing.
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What is a style sheet used for in marketing?
cic8,304 |
Addresses how the text should be broken into headings and subheadings, how long a paragraph should be, and what sorts/sizes of graphics will work best.
It provides a visual depiction of how the copy will appear and keeps material consistent. Should be in alpha order & include items as special spellings and any word usage specific to this comp./audience. |
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What does the Style determine in marketing materials?
cic8, 304 |
Refers to the choices writers make that creates the tone to readers.
TONE: the feeling / impression a document conveys. Can be formal/objective or informal (relaxed, helpful, personal) |
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What should an Ad do for marketing events?
cic8, 304 |
entice propective attendees to act: either request info, call to register or visit the website.
An ad must be short and interesting. |
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What are "trade-outs" in the marketing world?
cic8, 304 |
exchanging event attendance or exhibit space for advertising space.
Helps to keep expenses down. |
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How is a typical promotion timeline run?
cic8, 305 |
Follows a week by week countdown to the even, beginning one year in advance.
The timeline depends on the deadlines for housing, registration, timing of meeting, competition for the attendees, etc.. |
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When is telemarketing used for events (timeframe)?
cic8, 306 |
4-8 weeks prior to the event.
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What is Publicity in the marketing world of events?
cic8, 307 |
marketing tool refering to promotion in appropriate media (including news items, editorial comments and features in 3rd party new sources) and ecompasses all aspects of press relations.
Best types of promos are from a respected 3rd party. |
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How can you be more likely to have a press release read?
cic8, 307 |
Ones that are newsworthy. Don't waste time unless it is truly eyecatching.
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How does media relations play into marketing for an event?
cic8, 307 |
Media relations is an ongoing effort by your organization to develop relationships with key media representatives before, during and after the event.
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How should a press release be written?
cic8, 308 |
most important info first, then work way to the details. Be concise. Should have a headline to summarize the piece
Provide a quote or two from industry figures. Mention the key-note if well-known. Must be single-spaced and not longer than 2 pages. |
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How is a press room utilized at events?
cic8, 308 |
provides a working area for editors, reporters and columnists.
Special interest publications: seek more details. Local News: looking for general interest news The press room should be larger than needed to accommodate interviews, conference, etc. Should have a table with bios, photos, speeches, and press kits. |
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How does a press conference during an event impact it?
cic8, 308 |
it is a good way to report on attendance and report initiatives for the organizations.
Spokesperson should be knowledgable, informative, and concise. Keep the press conference short and provide f&b for media. Set theater style with podium. |
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In today's environment, how many touches/impressions does it take to be remembered and readily identified?
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10 "touches"
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What are unconventional forms of competition we can encounter?
pmm5, 65 |
web based conferences / online training
vendor programming self-study or certification programs in-house training university courses / industry association options |
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What is a Marketing Plan?
pmm5, 65 |
the written detailed plan of action that integrates all activities for achieving the marketing goals for your event.
Keeps the focus of the campaign. |
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Why should there be measurable goals/benchmarks tied to marketing efforts?
pmm5, 65 |
In order to measure its effectiveness and identify when to rethink the strategic activities.
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When is the budget determined for marketing?
pmm5, 66 |
Once you have outline the market strategy and tactics to be used for the objectives, then determine the budget.
This helps to prioritize the tools to use based on cost and potential ROI. |
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What is to be considered when developing an overall marketing budget?
pmm5, 66 |
1) Previous meeting budgets for marketing / promos
2) Estimates of costs for each marketing tool you would like to use. 3) Amount spent by other organizations on marketing meetings of similar size 4) Budget of meetings and timing of other similar conferences / competition. |
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What should every marketing mailing include?
pmm5, 68 |
- Organization name and logo clearly identified and according to style
- Key contact and location info - Theme and tag line - Dates and location, phone, fax, email, and website for more info - 2 quotes from past attendees |
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What is the purpose of a Direct Mail piece?
pmm5, 68 |
should be designed to grab attention, describe the benefit of attending and convey all the critical content in a clear, concise way, and have a great call to action.
Used to promote the benefit of attending not the features of the conference/meeting. |
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What is marketing Content?
pmm5, 68 |
The content of the piece provides the details that encourage participation.
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What should be included on brochure content?
pmm5, 69 |
Title, theme, and sponsoring companies
Date, times, location, reg fees, xld policy Program info with objectives housing transportation and travel info Who/what level exec should attend / avail CEUs Keynote speakers Who to contact for more info Events during the conference Child/spouse programs. |
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What should be provided to print companies when looking for estimated costs (to print)?
pmm5, 69 |
# of each piece to print/# of pages
Trim size of piece Cover/binding style Composition - how it will be provided Type of paper/ink/color Inserts needed? Delivery instructions / production schedule |
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What should the printer provide when providing an estimated cost for a bid?
pmm5, 70 |
A detailed price list for composition, paper, printing, and binding.
An outline of major contract terms A working-day production schedule. |
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If you need to create new for publicity or press, what are a few creative ways to do this?
pmm5, 70 |
1. Create contests and announce winners in a press release or profile local scholarship winners
2. Announce the story and background of the group and why it exists (ie. meet the needs of its membership and industry) 3. Announce a high-profile keynote speaker and invite speakers along with an invitation of the press to a private reception with the keynote. |
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How do Blogs affect marketing?
pmm5, 72 |
They are the newest interactive chat room on the internet and beginning a blog for comments during the planning stages of a meeting and maintaining the blogs during the meeting create exposure and reach to a market that might come to your meeting.
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What is Advertising designed to do for marketing?
pmm5, 72 |
is designed to inform persuade, remind, add value, and otherwise attract attendees from target markets to your event.
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What is benchmarking?
pmm5, 77 |
A comparison driven evaluation exercise.
The process of seeking out and studying the best internal and external practices that produce superior performance. |
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What are the 3 steps to benchmarking?
pmm5, 78 |
1. Determine benefit-cost ration
2. Research - fin an equal 3. Track and compare |
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How can attendance be increased?
pmm5, 79 |
- blogs/listserves through out the year
- exhibit presentations, and they can invite their own people - special pricing options for early birds, >1 attendee from the same company - offer a money back guarantee - Have experts speak and attend functions, ask them to preview their session in an article - needs assessment to get the right info, location, etc. - offer a drawing at the end - networking opportunities - follow up to surveys to show you are listening, changing. |
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What is the weekly timeline for marketings?
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52:Start promo w/signage, handouts. Early bird discounts
40: News release 1: announce / position event. Send to trade mags. Plan content / development for event site, theme 26: News release 2: speaker, them, activity detail; benefits 24:Mailing 1: flyer/postcard re. event, promo benefits, reminder for early reg. Launch site. Ads in trades. Video highlights sent to association / sales. 20: News release 3: speaker / benefits detail 16: mailing 2: brochure of full schedule of event. Promo early reg. 12: Cover story of event in assoc. / corp mag., promo benefits 10: Invite media, offer comp reg and functn admissn. 8: mailing 3: latest info on speakers / attractions. Include housg / reg forms. 6: News release 4: send complet event details; benefits; feature stories 1: follow up press invites via phone. |
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What is the difference between a press release and promotional materials?
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Promotional materials include press releases, as that is one piece of generating attendance / interest for an event. The press release is to submit to newspeople, promotions take all forms: ads, mailings, etc.
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