HSM 370 test

The big C

The most effective experimental marketing strategies have several shared traits. Successful experimental strategies are grounded in five core experience, strategy platforms.

Connection

Emotional connection, educational connection, surprise and delight connection, Trial connection, incentive connection, movement connection

Emotional connection

allows brands to have power to move people with their heart

Educational connection

Most often used by B to B brands and the more people know the more they will buy

Surprise and delight connection

Using the act of surprising someone to connect with them. A surprising and delightful experience causes spikes in memory and a lasting impact.

Trial connection

Using the sample/trial of a product/service to engage the target

Incentive connection

Provide incentives to drive a Target to participate, the incentive doesn’t always have to be a monetary value

Movement connection

The most organic and pure among the connection types. Uses charities causes, and collective community efforts to make a connection.

Control

If a brain has too much control, the participants may not be as active, and if a brain gives up too much control, it loses ability to be the driver of the experience

Content

Some of the most effective experiential marketing strategies are designed to create content. The experience has become the greatest generator in feed of content.

Currency

Experience is now a new currency of marketing. People are more willing to provide something in exchange for experience.

Conversion

The ultimate objective of a brain experience

Sales conversion and retention conversion

Sales conversion

Using experience to convert somebody into a buyer and generate sales. The most common type of conversion.

Retention Conversion

Using experiences to maintain a relationship with current customers. The Overarching goal is to stimulate Future repeat purchases

Need for strategy

A marketing strategy for an event, set it on the road with a specific destination, and with alternate routes identified in line with changing environmental conditions

Direct competition

Other events that are almost the same as yours like green apples to red apple apples

Indirect competition

Other events that slightly different from yours like apples to oranges

Abstract competition

Includes avoiding behavior

Event strategy formulation

Step one analyze event issues and problems. Step to generate alternative solutions to event problem areas. Step three evaluate alternative solutions to event problem areas. Step four predict the outcomes of our alternative marketing interventions.

One analyze, two generate three evaluate four predict

Analyze event issues and problems

The event marketer should prioritize the issues and problems in terms of urgency

Generate alternative solutions to event problem areas

Generate a number of possible courses of action not just one

Evaluate alternative solutions to prevent problem areas

Analyze the good and bad points of each other alternative in terms of its predicted outcomes

4 Predict the outcomes of alternative marketing interventions

Verify predicted positive outcomes of event marketing by hypothetical enactment

What are the benefits of creating a problem map? How does it help event marketers

Enables you to see how problems Interrelate

Enable You to Identify key problems from which they originate

Smart goal

Specific measurable attainable/achievable, relevant, time bound

Swat analysis

Internal factors: strengths and weaknesses

External factors: opportunities and threats

When

When should we hold the event?

Consider time of day days of the week time of the year, seasonality and holidays

Where?

Where should we hold The event

Find unique features of location capture these assets and use them to pull attendees in and think about the logistics of holding the event

Six p of event marketing

Product price place promotion process people

Product

What is it that you were offering?

Price

Do you have the right price? How much are you charging your attendee?

Place

Where is the event being held?

Promotion

All activities designed to bring the attention of the event to customers

Process

mechanics of booking and using the event

Opportunity to express the components and values of the event

People

all those event operatives who come into direct contact with attendees

Five keys to better market yourself

Be familiar with the professional organization/associations

Take actions, internship, career fairs, conferences, competitions

Build up your own network, LinkedIn, get out of your comfort zone, website, elevator pitch, follow up

Keep up with the latest industry news, and trends

Gain a variety of experiences

Top three pillars

Memorable (To be memorable and experience must provide a context to support the message or content that you want your participants to remember. Example, WestJet Christmas miracle.

Relatable. Experiences have to align with the wants needs and aspirations of the people. Example Jack, Danielle, the bar that Jack built.

Shareable. The experience is enhance when it is experienced in group settings. Example Coca-Cola share Coke.

Event industry careers

Exhibition, organizer, contractor/supplier and exhibitor

Exhibition organizer creates and manages the events

Responsible for all aspects

Contractor/supplier

Provides product/services to support their events

Exhibitor (marketing manager, communications manager, advertising manager specialist administrator)

Shows their work/product/services in the events

Official service contractor

One of the most important contractors