Professional Documents
Culture Documents
LEARNING OBJECTIVES:
Choose the media advertising platform that fits your budget and
reaches your target audience most effectively and efficiently: print,
radio, or TV.
For print media, is it magazine or newspapers ( and which section)?
Sending out press releases for publication is possible at no cost and is
often more convincing than paid advertisements.
Always include contact details in all press releases.
Provide honest information and always thank those who cover the event.
Strive to create a good relationship with media contacts.
AD PLAN TEMPLATE
Date of Publication/ Size & Copy* Contact Notes/Status Budget Agreed Cost
Release Program Specificatio Deadline
ns
Total Total
CHOOSING MARKETING TOOLS: MASS MEDIA
Take good photos for press releases and for the terminal report.
Pre-event and post-event releases are both important.
TIPS IN WRITING A PRESS RELEASE ABOUT AN
EVENT:
1. Indicate the date on the upper left hand of the first page and the phrase Press Release of
For Immediate Release above it.
2. Use a catchy or attention grabbing title or headline.
3. The first paragraph (called the lead) must answer the 5W questions but not longer than
three sentences. State facts not opinions.
4. Use quotes from spokespersons in the next two paragraphs.
5. Place ### or -end- at the end of the story.
6. Put the contact details: name, email address, phone number.
7. Include a photo whenever possible; it increases your chances of getting published.
CHOOSING MARKETING TOOLS:
INTERNET-BASED MATERIALS
Should you choose to have a website for your event, always keep your website updated, and
make sure that it is user-friendly, easy to navigate, and displays the most important
information (5Ws) prominently.
Use photos and attractive graphics.
When using a free website host, be aware that you cannot change the template and that you
will not be able to control the ads that appear on your site, which may contradict your event
positioning.
When putting up your own site, consider the costs, like design, maintenance, hosting, and
domain name registration.
Using CMS is also an option. CMS allows you to change your website as easy as the way you
update your Facebook account.
CHOOSING MARKETING TOOLS:
INTERNET-BASED MATERIALS
Email is a cheap tool in disseminating information about your event. Make sure that the
contents of your email are worthy of your readers attention.
Email only those who signified interest to receive them and put and unsubscribe option in
your emails.
Always provide a link to your website in your emails.
CHOOSING MARKETING TOOLS: OUTDOOR
ADVERTISING
In choosing locations for outdoor ads, information on your target
markets usual routes comes in handy.
How do they travel between home and work/school?
Establish a strong presence in these routes by putting up billboards
and streamers, as well as ads on lamp posts, mobile vans,
terminals/waiting shades, train stations, and even at display windows
of stores in strategic locations.
Look for ad companies selling retail billboard spaces or check with
the city hall for requirements and specs.
CHOOSING MARKETING TOOLS: PERSON-TO-
PERSON MARKETING
Creating a brand means creating a name and logo for an event or series of
events.
Branding plays an critical role in promoting events, especially those that
are held on regular basis.
Brand encompasses the experiences associated with the product, which
includes quality and the idea of value for money.
A good event brand is similar to a statement saying, pay for the
experience and you will get more than what your money is worth.
TRADE SHOW AS MARKETING TOOLS
TRADE SHOW AS MARKETING TOOLS
Trade shows are of the most efficient and effective business tools.
Trade shows are cost-effective means not only of reaching ones target
market face to face in a single place and time, but also of reaching to the
media, industry influencers, and decision-makers.
Trade shows also provide a chance to reconnect and strengthen relationships
with existing clients who are in the location of the trade show.
Live presentations and product demos at trade shows where target buyers
are often able to try the products, accelerate the selling process, and
generate new sales probably more effective than ads.
TRADE SHOW AS MARKETING TOOLS