Crash Course in Event Marketing

In A. B. C.

this handout: Marketing Basics Looking at it from both ends Marketing for Sponsors -- Application Event Management

A. What is Marketing? In a nutshell, Marketing is a process of creating a mutually beneficial relationship between two entities fulfilling a need or want through an exchange. CASE IN POINT: You want new shoes while the store, and shoe manufacturer want a profit, so buying shoes from that store your needs and the needs of the store and manufacturer are met also. However, sound marketing aims for more than a one-time exchange. By creating a long-term both parties can maximize the fulfillment of their needs. If you know that when you buy a roll of Kodak film, for example, you will get the same dependable and high quality no matter where you buy it. Then if you like Kodak film, it will make sense for you to buy it when you need film. In that way also you can be assured that you will not have to worry about the quality of the product if you keep on buying Kodak. Marketing, as mentioned earlier, also deals with fulfilling our wants. Why in the world would somebody pay more than twice as much for a house in a posh subdivision in an ordinary village when you could probably own more than one house in the ordinary village? A lot of marketing deals with our perceptions. Image and prestige, for instance, can play as much on our buying decisions then mere practicality. Or the other way around, we can be made to buy a product instead of the leading brand if we can believe that the alternative brand is cheaper and still better. Why are there womens athletic gear and mens facial product instead of generic products? Why pay P100 for a cup of coffee you can get a P3? Upon closer inspection, these brands and companies cater more to our needs to feel better about ourselves or create our own identity. MARKETING STRATEGY: The market is the set of all actual and potential buyers of a product or service. This is important in formulating a marketing strategy. How do we best reach our market? or How do we expand our market? are some of the questions marketers have to address with their strategy. Getting to know and understand the consumer can lead to successful marketing and advertising campaigns and below-the-line efforts (non-media such as sales promotions,

publicity efforts, direct mail, events). This helps them decide where, when, and how to best promote their products and services, just like placing cosmetic ads in womens fashion magazines, selling specialized merchandise on the net, conducting product demos in crowded department stores, monthly raffles in the supermarket, bar tours, giving product samples, etc. Marketing Strategy follows STP: Segmenting, Targeting, and Positioning. In other words, you have to decide who you want to reach, what these people are like, how best to reach them and which message will prove to be the most effective in capturing your market. Would you want to wear jeans that can be bought in the grocery, worn by you grandparents, and whose slogan is For the geek in you? Exactly. THE FOUNDATION OF MARKETING --- THE FOUR Ps The Marketing Mix is the blend of the controllable tools used by the company to influence demand for the product. They do this through: PRODUCT: the concrete object/service/person/place/organization/or idea for acquisition that will satisfy a want or a need PRICE: the amount of money charged for a service or product, or the sum of the values that the consumers exchange for use or acquisition of the product PLACE: Includes where the products and services should be located where and when the consumer can access them and what the company does to make the product or service available to the consumer PROMOTION: the activities that communicate the products existence and merits, and persuade the consumer to buy it B. USING MARKETING TO OUR ADVANTAGE --- SPONSORSHIP Know that you know this and you can put yourself in the shoes of the marketer, consider how and what sponsors and brands will look for you so that you can put forth great projects and landmark events. How exactly do we do this? Basically, we organize projects that cost more than we can probably afford out of our organizations funds, so we look at external corporation to help fulfill our needs money or goods such as food, medicine, products that we can use for our projects (called an ex-deal) , or substitution for expenses like transportation, lodging, prizes, etc. In return, we give the companies much needed publicity if they are aiming for the college market. Now, the orgs reputation and achievements can matter if you propose to do something big. The company needs a REASON TO BELIEVE that they are putting their money in good hands, just like you would invest your personal money in a sound and sturdy cellphone.

Through sponsoring an event, they eliminate the need to create more events on their own, saving them money (since they dont pay for the full cost of the event), manpower and legwork as well as riding in on promotions carried through media, PR and word-of-mouth. What they hope for is that a favorable impression on the project will carry over to their brands which will help create awareness and boost sales. In the end, both our aims are to profit see? A mutual exchange. Warning! What?? Already a warning? Marketing is a challenge for both the companies and for the event organizers like our org. We have to make sure that were not only noticed, but that we perform well and make a profit. (Or at least break even) Even though, you will be faced with a lot of rejection! The thing is you shouldnt take it personally nor should you give up. Typically, a company will realize that we dont fulfill their needs/target market, or theyve already allocated and spent their budget elsewhere. Not to fret, because when somebody says the sought-after YES! WERE INTERESTED. the rewards will be worth itif you know how to play your cards right. So they said yes. Now comes the negotiations, where we both try to get as much as we can for as little cost and effort as we have to. Companies will try to get maximum exposure through our event and publicity materials, but try to pay less for it. Dont worry, its reality. What you should try to be is flexible and suggest options that theyre getting their moneys worth while not making the even belong solely to them. Dont be too soft, but dont be too hard. Some money is still better than no money if youre not on the losing end. Think of ways you can benefit from an ex-deal. Maybe have a sale, or a raffle, or a contestsome companies might be willing to sponsor a specific expense to provide a venue, transportation, alcohol/beverages, media pluggings, streamers to ease up our budgets. BUT BEFORE YOU REST TO BREATHE EASY Make sure youve reached a verbal agreement and a signed contract/memorandum of agreement. Now since the contrct is legally binding, you both have to make sure that all conditions are fulfilled. The contract isnt over until both parties get what they bargained for. This means that you will also have to provide sufficient proof that you have fulfilled your end of the bargain. Done? NOW you can breathe. Remember, when you market to a company, you represent the org. Whatever impressions that have about you, they carry over to the org! Be sure to be

friendly, presentable, articulate, knowledgeable about the event, and responsible. Since this business relationship could be used again the next time you have an event, try to build a rapport even by simply sending a thank you note to your contact person. Who know, maybe the next year, somebody from your org will approach them again. Dont burn bridges. Like any brand, you should try to equate your orgs reputation with creative, high quality and well-managed events. MARKETING GUIDELINES: of 1. 2. Sure it is always better to meet your contact face-to-face but in reality most it is done through telemarketing. Ahead of time, target a specific company, brand, or product. Think of why you think they will benefit from the event. Prepare a list, and try not to approach rivaling brand at the same time unless you have a strategy in mind. Make the initial call, which will be done to the companys receptionist or department secretary. Be nice because most probably you will probably always go through these gatekeepers. Find our the name and position of the Marketing/Promotions/Brand Manager or officer with whom you should be corresponding with. Introduce yourself and briefly state your org and the reason for calling. Of course be aware that you are creating an impression. Try to get them interested, instead of threatening to ask for money. Youre trying to help their business too, remember? Invite them to be part of your wonderful project. Give them the basic details venue, date, number of expected crowd. Dont make false promises though. If theyre interested (dont expect them to be enthusiastic, they might get a dozen calls a day), get the fax number (or email, depending on their preference) of your contact, then send. Call immediately to confirm if they received it clearly. Ask when you should follow up. Ask if they have a preferred time to be called. FOLLOW UP, FOLLOW UP, FOLLOW UP. Truth is, these are extremely busy, pressured people. They may take a while, but you should gently pressure them to reach a final answer. Dont lose your patience, your wits, or your temper. Sometimes, they will misplace your proposal. You will spend a lot of time calling and faxing during the day. Make sure your proposal gets to the point and the relevant info as quickly and clearly as possible.

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8. When you get a response: a. A flat NO: thank them for their time. Try to remember why they couldnt sponsor your project. This info can be handy. Maybe they dont sponsor youth-targeted events, maybe they just finished doing a similar one, maybe theyre looking for a different sort of event, maybe their budget is used up

for the quarter. They might be willing to hear from you again when the timing and the project is right. Oh well, at least they stopped taking your time. b. MAYBE. Still thinking about it. Still talking to my boss. Havent read it 95% of the time this will be the typical response. Maybe you can suggest a better strategy to get them interested more and the offer harder to refuse if you have the authority to do so. c. Were interested. Hooray! Negotiate and discuss project details. 9. Make an appointment to sign the contract and make sure both parties have a copy. Dont forget to be presentable and be ON TIME! 10. Issue a receipt upon being issued the check or goods. Get the streamers or promotional items you will need. Remember to return in good condition after the event. TIPS: a. YOU ARE YOUR VOICE ON THE PHONE! Smile, even if they cant see you. They will hear it in your voice b. Everyone has his or her own sales strategy. You might not have to always be so formal. Just be aware of what is going on. Impression counts, and if you find your contacts kiliti you might get things to go your way. c. Dont beg! Maintain a professional and dignified composure. They dont have to see your problems. Try to keep your ideas fresh and marketablemake them think of why they should choose your event over all the others that pass through their hands everyday. Try to make an opportunity too good for them to pass up!