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Building a marketing strategy for your event.
Building a marketing strategy for your event.
The purpose of your marketing strategy is to, based on analyses, outline what your approach for attracting the guests to your event. In your strategy you present your segment, target group, persona, your events position in the market and your overall idea for marketing activities and media.
Your Marketing Strategy must consist of:
A clear overview of your target groups and personas.
A clear overview of where your event is positioned in the market and what this mean for your event.
Your clear unique advantages/unique selling point.
The marketing approach you have decided to attract the target groups.
A mock-up of your event's visual identity (logo designs, colours, fonts, etc.).
Your marketing goals and objectives.
Every decision made must be made from research and knowledge from data, analyses, trends, theory etc.
Tools and analyses for marketing strategy making
Tools and analyses for marketing strategy making
STP Model
Marketing Mix (8 P's of marketing)
Competitor analysis
Digital Marketing Strategy
Storytelling
AIDA Model
Purpose of channels
Asana for marketing strategy and planning
Asana for marketing strategy and planning
We advise you to use Asana for the work within your department's area of responsibility.
Luckily asana is perfect for working with your marketing strategy and your marketing planning.
In the example here it says "Define target consumers". Beware that within each task in Asana, you are to add subtasks. Because in order to define target consumers we need to do research, analysis, develop personas etc.
Furthermore Asana provides tutorial videos with instructions on how to work with marketing with asana as the tool.
Purpose of channels
Purpose of channels
This template is for you to make decide on what channels - both online and offline - you will use for what. You base your decisions on the personas.
This is a part of your strategy.
In the marketing plan you are to work with the marketing activities in more detail. This is also where you find the template for this model.
Please beware that some channels may have the purpose of communicating with other stakeholders than your guests e.g. potential sponsors and partners. Thus you must collaborate with the fundraising team too.
Storytelling
Storytelling
Storytelling is a strong and powerful tool in marketing and communication, and a good storytelling is one of the prerequisites for success. The amount of information we as consumers present is huge and the competition for attention is fierce. So how do you make yourself visible and do well in the competition for consumer attention - and not least - does it last for more than a few seconds? You do that, among other things with a good story.
Storytelling is far from a new phenomenon. The most unique narrative has always attracted the greatest and most loyal audience. Just imagine a political leader who has not been able to tell pictures and descriptive of his vision. But the choices are many more today, and we relate to them quicker - partly because of the internet and social media. We are therefore more controlled by emotions, which are stored faster and more firmly in the brain than facts. The attractive narrative thus speaks to our feelings and dreams and therefore works much faster and more efficiently than logical and rational explanations. The product is not enough in itself - no matter how good it is! Consumers demand stories, experiences and values they can relate to. Therefore, you are a strong competitor if you can attach a fascinating narrative to your event, which the consumer will relate to. Satisfied consumers are the best sellers.
It seems very convincing if consumers themselves spread the word about good event experiences. Such a narrator is called an ambassador. If you can you get others to spread the word about your event, you have a huge advantage. It also means that the narrative must quickly capture and appear interesting. It is therefore crucial that you find your way to the core of the story of your product. With the right narrative, you can ensure attention that attracts the consumer with very few means.
Basic elements
Basic elements
Place: Is there anything specific, attaching your event to the local area?
People: Is there a special story attached to any of the people involved in the creation of your event?
Purpose: Is there a certain craft/art/culture/cause pertaining to your event?
Atmosphere: Is there anything particular about the atmosphere and ambience of your event?
Find more models to use for identifying the characteristics of your event here: Event categories & characteristics
Competitive advantage
Competitive advantage
Create a competitor analysis comparing your event attributes with your closest competitor. Use the results of your analysis to identify which attributes particularly make you stand out from your competitors and makes you special and valuable for your participants.
The core of your story
The core of your story
By combining the basic elements of your event, with your competitive advantages, you can accummulate a number of stories to tell about your event. When taking into consideration the needs of your target group, you can choose which stories are most efficient for attracting participants to your event. The core story you want to tell is then the story which:
Points out your main attributes
Sets you apart from your competitors' offers
Speaks directly to the needs and desires of your target audience
Build your story
Build your story
Once you have decided on the core of your story, you need to build up the story to grab the attention of your target audience. Building the story is about how to tell it. One thing is the actual content and the line of the story, another thing is the way you tell it, what language you use, and how you use these elements to entice the audience. The model below gives you a suitable framework for building the storyline(s). How you write and what content you include also depends on the channel you choose to distribute the story. Therefore, you will need to create a number of different storylines for your core story to distribute in the various channels you have chosen to use for your marketing strategy.
Source: Håndbog i Storytelling - Sådan sælger du en god historie, Midtjysk Turisme (link)
Logo design
Logo design
Overview of the 7 different logos; Letter mark, Word mark, Combination mark, Icon logo, Abstract icon logo, Mascot logo and Emblem.
Overview of the 7 different logos; Letter mark, Word mark, Combination mark, Icon logo, Abstract icon logo, Mascot logo and Emblem.
Letter marks often consist of company initials (NASA) and are often the result of a company with a long name and a focus on expressing personality through the font chosen or developed.
Word brands made up of the company name (Google) are a good choice for short company names, which are catchy in themselves, but at the same time require a graphic twist or strong colours in order not to be boring.
Icons are a graphical representation of a real thing (Apple's apple) and are a good choice if the name contains a word that can be illustrated.
Abstract icons are a geometric shape (Pepsi), and unlike the icon, the logo does not have to look like a real thing, which gives great freedom in making sense of that shape.
Mascot logos contain a cartoon character (KFC) and are best suited for brands that will be perceived as fun, especially in markets aimed at children and family.
Emblems contain text inside a symbol (Harvard), and express history and tradition, making them a popular choice among universities and sports teams.
Combination mark logos are a combination of a letter mark/word mark and an icon/mascot (Burger King).
Videos
Videos
Digital marketing for beginners
Digital marketing for beginners
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