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Transcript
………… ………… Marketing that puts you on the map Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012 ………… Marketing that puts you on the map Branding Events for Locals Presented by The Placemaking Group: • Dennis Erokan • Miriam Schaffer www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint www.placemakinggroup.com ………… Marketing that puts you on the map Branding What is a brand? Owning a single idea, concept or feeling in the mind or heart of the customer. Sometimes it’s just a word. A phrase. A thought. An emotion. ..you want to own it in the mind of the customer. A brand helps differentiate you from the competition. …. www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Product: Your Event • What does your event offer? • How is it different from competitive events? www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Vision The big picture: What is your overall goal for your event for the next five years? www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Target Audience • Who do you need to talk to? • What are their demographics? www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Logo and Tagline • First build a name and personality for your downtown • Be sure of our downtown’s qualities and character www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Promise What does your event promise to deliver? www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Association & Credentials •Associations •Partners •Well known businesses •Attractions and events www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Message What is the single most important thought you want people to remember about your event and your downtown? www.placemakinggroup.com ………… Marketing that puts you on the map Branding Blueprint: Brand Message: Fairfield Candy Festival The only candy festival of its kind in the U.S.A., located at the Jelly Belly Candy Co., with treats and fun for the entire family. www.placemakinggroup.com ………… Marketing that puts you on the map How to Communicate Your Brand • • • • Website Traditional Publicity Social Media Advertising www.placemakinggroup.com ………… Marketing that puts you on the map Website • • • • • Visually appealing Up-to-Date Keywords Testimonials One More thing To Do www.placemakinggroup.com ………… Marketing that puts you on the map Publicity • Press Releases • Media Outreach • Put a face to the event www.placemakinggroup.com ………… Marketing that puts you on the map Publicity Be a source for reporters: • • • • HARO (HelpAReporter.com) @helpareporter @ProfNet ReporterConnection.com www.placemakinggroup.com ………… Marketing that puts you on the map Social Media • • • • • Blogs Facebook Twitter Pinterest YouTube www.placemakinggroup.com ………… Marketing that puts you on the map Facebook • • • • Connect with residents and visitors Build excitement about events Post videos to interest visitors Use “Insights” to measure results www.placemakinggroup.com ………… Marketing that puts you on the map Facebook • Update at least 5X/week • “Like” FB pages of local businesses and target audience • Embed the “like” button in your emails www.placemakinggroup.com ………… Marketing that puts you on the map Twitter • • • • • Post 3X/Day. Stay on message RT local business Tweets Use and monitor hashtags (#) and @ Use Twitpic Link to your blog www.placemakinggroup.com ………… Marketing that puts you on the map Pinterest • Promote your event on Pinterest • Ask local businesses to like and repin. www.placemakinggroup.com ………… Marketing that puts you on the map YouTube • 2nd largest search engine • 4-billion+ Video views/Day • 50% more likely to come up in searches www.placemakinggroup.com ………… Marketing that puts you on the map Advertising • • • • • Traditional media Online Businesses Other Events Facebook Ads www.placemakinggroup.com ………… Marketing that puts you on the map The Placemaking Group [email protected] www.placemakinggroup.com Twitter: @Placemaking Facebook: facebook.com/placemakingPRweb www.placemakinggroup.com
