Articles 3, 4, & 5

The word “brand”, when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark Where did branding come from? What is the concept?

Top-Of-Mind Awareness When you think of facial tissue, gelatin, & adhesive bandages…what brands do you think of? Brand Preference: “Holy Grail” of branding Name brand vs. generic brand

Consistent & Continuous Brand Message Reaction from targeted audiences What does this mean for companies? Community Celebrants not Celebrities What does the brand/company want to build? Knowing how to make that happen

Article 6 & 7 | Chapter 3

Definition: A specific group of consumers at which a company aims its products and/or services Event Industry – Who are they? What should we look at?

Generational Marketing Defines consumers not just by age, but also by social, economic, demographic, and psychological factors. Cohort Marketing The newer take on generational marketing Studies groups of people who underwent the same experiences during their formative years

Event Marketing Research Know your target market! What causes you to fail? Using the Net for FREE research Just “google” it Don’t Reinvent the Wheel Go Back to Your Customer List Survey your customers Build a Profile

Think about an event you can see yourself working or producing in the future. Submit Section 1 & 2 information for marketing plan for this event. The event proposal you submit cannot be an event you have worked on prior to this class or that you will be completing for another class, group, or organization. Event Type: For profit, non-profit, product launch, etc. Budget: There is no set budget! So this event marketing plan should have all the bells & whistles.

Articles 1-7 | Chapter 3 | Class Lectures

Marketing Definition Event Marketing Marketing Strategy & Plan 5 P’s of Marketing 4 C’s of Marketing

Marketing Successful marketing creates value for 2 or more parties so that each is satisfied Creates a Win-Win Situation! Goal: Most basic = Selling Something Long-Term Goal: Create highly satisfied customers who you create & cultivate a relationship with Must understand both the needs & wants side of the equation and the Product, Ideas, & Services side of the equation Needs & Wants M ARKETING Satisfaction of needs & wants through ideas, products, & services

Marketing Strategy: Developing your game plan! Collect specific ideas & action plans that outline & guide you to the path where you’ll have the outcome for your customer and yourself What makes & keeps you successful? Building relationships & ability to maintain long standing relationships. Continue to meet & exceed customers needs. Customer Relationship Management [CRM] Must continually invest into maintaining healthy & profitable relationships with customers who are your “repeat” customers Very challenging but absolutely crucial to long term survival of business Changing for customers & tweaking your marketing styles

Marketing Plan: Foundation for all your marketing efforts So how do we develop a good marketing plan? Step 1: Review & Understand the customers/events business plan & goals Are your event marketing activities aimed towards the fulfillment of the needs & wants of the event? Step 2: Understanding your services & how it will benefit the customer/event & stay aimed towards their business plan Is your proposed strategic event marketing to the customer/event the driving force behind moving forward with event planning &/or production?

Step 3: Create a marketing plan that communicates to customer/event targeted audience, sells the goods, & reaches the customer/event goals Are your marketing initiatives targeted at all of the stakeholders? Also ask yourself… Are your marketing interventions organized to manage direct & indirect competition? Is your event marketing empowering event workers to meet stated customer/event goals?

Overview Brief description of plan, goals, & major actions Company Vision/Mission Statement Philosophy of business Objectives What do you want to accomplish? Definition of Targeted Market Event/Customer Goals Also to include sales goals Communication Strategy Also include distribution channels Expense Budget Measurement & Evaluation

Who were they? George P. Marshall Bill Veeck P.T. Barnum What was the common purpose? What techniques did they use to create successful marketing?

Branding Definition & Concept Top-of-Mind Awareness Brand Preference Consistency Management Community Celebrant not Celebrity

Definition Generational Marketing Cohort Marketing Target Market Research