11 -1 Copyright 2010 Pearson Education Inc

e6ca046ca0c93432be1612e52c374a7f.ppt

Количество слайдов: 24

Chapter Objectives 1. Differentiate between self-produced and third-party events. 2. List and explain the factors that lead to an event’s MPR success. 3. Describe how a marketer can select and participate effectively in a trade show. 4. Discuss the value of a firm’s use of or participation in seminars and conferences. 5. Explain the process for selecting, planning, and executing community or cause-related events. 6. Describe the important elements of press conference preparation. 7. Explain the ways that marketers can accommodate different media types at press conferences. 11 -3 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Events Self-produced events ◦ An event conceived and put on by an individual firm to serve its audience with the intent of promoting its products Third-party events ◦ An event created and managed by an organization that opens it up to other firms for participation 11 -4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Planning and Executing Successful MPR Events Link the image of the firm and the event. Engage the audience. Create a presence. Have a takeaway. Tell the connectors before the event. Tell the connectors during the event. Tell the connectors after the event. 11 -5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Trade Shows Periodic gathering at which manufacturers, suppliers, and distributors in a particular industry or related industries display their products and provide information for potential retail, wholesale, or industrial buyers 11 -6 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Press Room 11 -10 A room at a trade show where exhibiting firms can leave press materials for the use of members of the media attending the show Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Seminars and Conferences Seminars and conferences used for MPR purposes should: Be educational or informative to the intended audience. Never be a disguised sales pitch. Position the organization or someone within it as an expert. Give the members of the audience a reason to remember the firm, its products, and its people. 11 -11 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Seminar 11 -12 A self-produced event in which a firm arranges to have an expert in its industry conduct an informational session for its audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Conference 11 -13 Gathering of people from a particular industry or profession or who simply share a common interest who come together to share information on a topic Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Marketing with Community and Cause-related Events Planning and executing such efforts requires following these steps: ◦ Select position-centered event ◦ Set goals ◦ Determine format ◦ Find the right venue ◦ Invitation list ◦ Meet and greet ◦ Prepare a takeaway ◦ Recap 11 -14 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Save Room for Dessert This community event was created by a team of Wake Forest University students in their marketing course to encourage local restaurants to participate in a dessert -tasting event to help the local homeless shelter raise funds. In its first year, the event raised $16, 000. 11 -15 Kids enjoyed decorating cookies. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Work Events 11 -16 Events where attendees actively participate in an activity such as building a house for someone needing shelter, filling sandbags for flood-prone communities, etc. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Work Event at Samaritan Ministries 11 -17 Many local businesses in Winston-Salem, North Carolina send teams of employees to serve lunch at the local soup kitchen. This gives the teams an opportunity to work together on an activity not related to their job, but still gives them a sense of accomplishment. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Press Conference 11 -18 The convening of representatives of the media by a person or organization to explain, announce, or expand on a particular subject Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Making an Impact at a Press Conference Visual Impact ◦ “How can we set up our press conference to give reporters a good picture? ” Audio impact ◦ “What sounds would be of interest to radio reporters? ” and “What can we do to make things technically suitable for broadcast? ” Verbal Impact ◦ “What would we want if we were newspaper reporters? ” 11 -20 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Concept Case 11. 1: Falcon’s Lair Community Events 1. In your opinion, is this a suitable MPR event for The Falcon’s Lair? Explain why or why not. 2. Explain what The Falcon’s Lair needs to do in order to effectively leverage this effort into the creation of word-ofmouth, with appropriate media mentions. 11 -21 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Concept Case 11. 2: Falcon’s Lair Press Conference 1. Discuss the venue options for this event and select a place. Explain your reason for choosing this venue. 2. Prepare the statement that the Lair’s president will deliver to the audience. 3. Explain how you would assist the different connectors in their coverage of this event. 11 -22 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Reflection Questions 1. Compare and contrast self-produced and third-party events. 2. What are some factors that contribute to an event’s MPR success? 3. Explain how marketers can decide whether a particular trade show is right for them. 4. Discuss the value of using seminars and conferences as a marketing tool for the firm and its target audience, as well as the criteria to ensure there is value for both parties. 5. What is the process for selecting, planning, and executing a community or cause-related event? 6. What are the key elements of press conference preparation? 7. Explain the ways marketers accommodate different media formats at press conferences. 11 -23 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Practice Portfolio Select a community or charitable cause that aligns with your firm’s MPR goals and explain how you would produce such an event. Be sure to: Select an event format and explain why you have chosen that format. Decide on a venue and explain why you have chosen it. Describe, in detail, whom you will invite to the event (remember both target audience and connectors). Determine which members of your firm will attend the event, and explain what they are expected to do while they are there. Explain what you will prepare as a takeaway for those attending the event. Be sure to differentiate between what you give to members of the target audience and what you give to connectors. Discuss your strategy for recapping the event. 11 -24 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall