EVENT MARKETINGHISTORY FESTIVAL

INTRODUCTION

Jemma KnightMarketing ManagerEvents South Australia

Andrew FotheringhamGeneral Manager, Marketing & CommunicationsEvents South Australia

INTRODUCTION

• Events South Australia• Your Event• Audience• Title and Event Description• Use of Images• Collateral• Social• Electronic Direct Mail (EDM)• Collaboration• Media• Questions

EVENTS SOUTH AUSTRALIA

• Develop and manage five events• Santos Tour Down Under• Tasting Australia• Superloop Adelaide 500• National Pharmacies Christmas Pageant• Bridgestone World Solar Challenge

• Sponsor major events and regional program

• Manage marketing and communications to promote our state, tell our story and drive economic impact to South Australia.

https://youtu.be/j9IxarAygEI

CHANGE.THINK DIFFERENTLY.

PROMOTION OF YOUR EVENTS.

BEFORE YOU THINK ABOUT MARKETING,THINK ABOUT YOUR EVENT

• Previous experiences and learnings

• Customer centric approach to curating your events

• Put yourself in your customers shoes

• Think about the event themes

• What is the experience you’re offering?

• What are the key messages?

• What are the unique sell points?

WHO IS YOUR AUDIENCE?

• Who are they? Age, gender, location?

• How do they behave?

• What do they want?

• How do I reach them?

Tailor your communications to this audience.

MAKE YOUR EVENT STAND OUT

Title

• Keep it short

• Be bold and clever

• Keep it clear and relevant

Description

• Set the scene so your reader knows what to expect

• Include unique sell points of your experience

• Keep it short and succinct

USE OF IMAGES

• Clean, simple

• Negative space

• One focal point

• Emotion

COLLATERALPOSTERS/FLYERS

• Less is more! Keep the design clean and simple.

• Be clear with what you are trying to say

• Name of event

• Dates

• Location

• Price

• Call to action

• Communicate the experience succinctly

• Be consistent (fonts, colours, imagery) across all assets

SOCIAL• Create Facebook and Instagram pages

• Create a Facebook event (with a call to action)

• Boost the strongest content

• Follow other events, use hashtags and build engagement

• Tailor your message to the audience and use one consistent

brand voice

• Casual, conversational – not always sales focussed

• Post once a day but focus on quality not quantity of posts

• Reply to comments, private messages and engage with your

audience

Events South Australia social media handles:

@tourdownunder @tastingaustralia @adelaide500

@christmaspageant @worldsolarchallenge

ELECTONIC DIRECT MAIL (EDM)

• MailChimp (free software for us to 2000 contacts)

• Database recruiting – use promotional offerings

• Database segmentation + personalised messaging

• Subject line: make it catchy, use emojis to stand out

• Engaging imagery is the hero – if it can tell the message, let it

• Language – casual, conversational – one voice

• Be consistent with timings, e.g. every Monday

• Australian Tourism Database Warehouse (ATDW) Listing

• Collaborate with local businesses

• Database/email marketing

• Social media

• Promotions – ticket giveaways or offers

• Flyers and posters

• Regional tourism offices

• People – ambassadors, influencers

• Media partners e.g. radio, TV

COLLABORATION

• Prepare a compelling media pitch or story

• Research the media outlets you want to target

• Media materials:

• Media release (key information in the first paragraph)

• Company background or fact sheet

• Biographies on key talent and management

• Images

• Pick up the phone and build relationships

• Be patient

MEDIA

REVIEW & OPTIMISE

QUESTIONS?