Event marketing, what's in it for your customer? (Part 1 of 3)

By Chris Law

One of the most frequent client conversations I have in this career involves events and or remote/live broadcasts.  While the right event, properly positioned, can do wonderful things for a business, the truth is very few things make me more nervous than when a client calls me up and informs me they are having an event at their place of business and they want to look at a live or remote broadcast.  Not because events or remotes are bad, but because to be used properly a lot of things have to be right!

Before I’ll assist a client in booking a live broadcast, they have to first answer a series of questions.  I’ll ask them about the event itself.  What was the inspiration behind it?  Is this event unique to your business (perhaps an anniversary celebration) or do we see others in your category having similar events (a big holiday sale)?  Have you done this before?  I’ll also ask about my client’s expectations so I can find out what their goals are.  Are you simply trying to inform as many people as possible about a week long sale or promotional pricing, or do you want as many people as possible through your doors between 4 and 7pm?  Only after I understand the event and my client’s goals in detail do I ask the most important question of all.  What’s in it for your customer?

If the answer to this question isn’t on the tip of my client’s tongue, or if it isn’t compelling enough, there’s a good chance I’ll recommend we consider going in a different direction.  Clients often get so wrapped up in what their event means to them, they don’t think enough about what it means to their customers.  Consumers are busy enough with their own lives and events.  They might be happy that you are celebrating your 30^th year in business, but unless they perceive a benefit for themselves, they won’t participate.  Here’s a little tip for the next time you are planning an event for your business.  Put yourself in your customers’ shoes and ask, “If one of the businesses I shop at did this, would I make time in my schedule to take part in it?”  Like consumers, most business owners’ schedules are pretty hectic.  So if the answer to this question is no, you may want to rethink your offer or the event in general.

In my next entry I’ll share a checklist of some other things to think about prior to having your next event, some real life examples of events that went very well, as well as others that regrettably didn’t.

FOURTH QUARTER OPPORTUNITIES FOR CREATIVITY

By Jeff Taylor

Looking for some creative ideas to spruce up the 4th quarter?  Here is a list of some of the not so publicized events and holidays that you could tie into.

October

MONTHLY EVENTS:

• National Animal Safety & Protection Month
  
• National Bake & Decorate Month
  
• National Chiropractic Month
  
• National Dental Hygiene Month
  

WEEKLY EVENTS:

• Fire Prevention Week 10/3-10/9
  
• Financial Planning Week 10/4-10/10
  
• National Food Bank Week 10/10-10/16
  
• National School Bus Safety Week 10/17-10/23
  
• Teen Read Week 10/17-10/23
  

DAILY EVENTS:

• Boss's Day 10/15
  
• Get Smart About Credit Day 10/21
  
• Mother-In-Law Day 10/24
  

November

MONTHLY EVENTS:

• American Diabetes Month
  
• National Adoption Month
  
• National Family Caregivers Month
  
• Peanut Butter Lovers Month
  

WEEKLY EVENTS:

• American Education Week 11/14 - 11/20
  
• National Game & Puzzle Week 11/21 - 11/27
  

DAILY EVENTS:

• Sandwich Day 11/3
  
• National Men Make Dinner Day 11/4
  
• National Young Reader's Day 11/9
  
• American Recycles Day 11/15
  
• Great American Smokeout 11/18
  
• Computer Security Day 11/30
  

December

MONTHLY EVENTS:

• Bingo's Birthday Month
  
• National Tie Month
  
• Safe Toys and Gifts Month
  

WEEKLY EVENTS:

• Cookie Cutter Week 12/1 - 12/7
  
• Human Rights Week 12/10 - 12/17
  

DAILY EVENTS:

• National Salesperson's Day 12/10
  
• Bill of Rights Day 12/15
  
• First Day of Winter 12/21 
  

Who Am I?

By Glen Gardner

So, just who am I? That is a key question to ask before you start a branding campaign. The reason that question is so important lies in the fact that people need to remember your business or service for something. That “something” should be a differentiating factor.

The trick in answering the question properly is to put you in the shoes of the person who is the end- user of your service or business. Who you think you are and who they think you are can be two very different things. Who they think you are is the key opinion that matters.

Once you find the answer to that question, you can use the information to start forming the basis of your campaign. That information will be key in coming up with language that helps separate you from your competitors in the mind of the potential customer.

A great way to get the answer is to simply ask people who are already doing business with you. Ask them how they perceive you and why do they choose to do business with your company.

In this Internet age asking is easier than ever. One of the tools I really like is "Survey Monkey". There are paid options for larger surveys, but many smaller businesses would be well-served by the free option.

Once you discover who you are, then you can start telling the rest of the world using the frequency and reach that radio offers. But first, know who you are.

Advertising Is Like....

By Jill Dennis

Have you ever had to push a car? Using your back and your legs and every ounce of strength you can summon, you gasp and strain and make faces as the doubt flickers through your mind: "I'm not sure I can do this." Then the car moves it's first inch and you find strength you never knew you had. The second inch is slightly easier, but now you're thinking "I'm not sure I can last." By the time you've moved it a yard, all doubts have fled. "Of course I can do this. I can do anything." Soon you're just pushing hard enough to keep the car rolling as you trot along behind it, basking in the applause of an imaginary crowd.

Launching an ad campaign is exactly like pushing a car.

From Wizard of Ads by Roy H. Williams

Advertising doesn't always begin to work as quickly as we would like but once we get that campaign rolling and your customers start to "get what you do" because of your branding message, it's smart to keep that momentum going. Continuing a consistent advertising campaign is always easier than straining and pushing every time you decide to stop and start up your advertising.

Old School Communication Works Too!

by Kim Peterson

Whatever happened to the simple thank you note?

With technology changing so fast that you can’t keep up, there is one thing that hasn’t - the old fashion, hand-written thank you note.

A couple of weeks ago I sent a hand-written thank you to a client.  Her name is Gara.  I thanked her for meeting with me and for educating me on her business.  I didn’t think much of it at the time, but a couple days later I received a call from Gara thanking me for sending a hand-written thank you note.  She works for a metal roofing company and had been hounding the guys to send thank you’s after each job.  They were very reluctant and didn’t see the value. Once she received mine she showed the guys and said, “See, this is what I mean.”  They were surprised that people would still take the time to write them.  And, yes, the story ends well.  They now see the value and are willing to give it a try.  All from a simple old fashion, hand-written thank you note.

E-mail thank you’s (especially the instantly generated ones) just don’t seem to carry the same weight or importance as hand-written notes.  They don’t work as a sincere, thoughtful thank you. A note you receive in the mail requires genuine time and effort.  And this is a true thank you with a greater perceived value.

So, dust off your thank you notes and get writing.  Please send me your success stories. I would love to read them!! J 

Until next time…thank you!

Deals and Coupons Anyone?

By Kellie Lala

Anyone who knows me knows that I love to shop.  I also love a bargain.  I think it comes from working retail for 13 years.  While reading some of the articles in the Radio Sales Today post on September 1, 2010 I was reminded that the car industry has trained the consumer to only buy when there is a deal, rebate or some other intriguing offer.  Joel Ewanick, General Motors new marketing chief says that he is looking to “bring people into the organization that will challenge the way we look at things”.   The car industry cannot be driven by a few sales events per year.  They must learn what sells cars and what excites the consumer to buy the brands they buy.  That is a tough hill to climb considering that they gave consumers such programs as employee discounts and cash for clunkers last year.  This past July there were $1000 less in incentives than in 2009.  As the Detroit car companies continue to recover and build fewer vehicles, how do they build consumer confidence without the discounts and gimmicks.  I compare that way of thinking to an area department store.  They have trained the shopper to go only when they have a daily sales event, a 20% coupon or midnight madness offers.  When you spoil the consumer with a tasty treat, it is tough to get them do something different when you keep offering them the treat time and time again.  Can Detroit take their treats away and still be profitable? 

You may find full Radio Sales Today articles here.

 

If you keep doing what you're doing, you'll keep gettin' what you got

By Julie Hein

I’m waiting for the last 8 pounds or so baby #2 to fall off. Waiting...Waiting.... I’ve been only 80% committed to eating right and 20% committed to calorie burning. I keep doing more of the same. I keep getting it too. I’m not baffled that the size 6 pants don’t fit—but I continue to be disappointed by it.

People in business quite often say that “this is what we’ve always done.”

Yes, and for the past 18 months, I’ve eaten too much and have been a stationary object.  And I don’t feel that bad.  But I know I should feel better.

Change is uncomfortable. It’s work. There are costs—mental, physical, emotional and financial costs. I know that no one will carry me to the gym. I know that my friends (God love them) say nice things like, “oh you look fine. You’ve lost enough. You had two babies for crying out loud. Here's a brownie.” They sweetly, lovingly discourage me. Not that I blame them. I blame me. 

So, right now, I’m on treadmill.  It’s under my desk.  I’m walking miles to nowhere, but I’m getting somewhere toward my goals. Not the final solution, but movement (pun intended) in the right direction. 

If you keep doing what you’re doing, you’ll keep getting what you’re getting. Please listen to your heart, not your well-meaning-love-you-just-the-way-you-are pals and co-workers.  You know what to do and how much you can accomplish, personally and professionally.  Think big.  Start small or just blow things up.  Just move in the right direction and do it now.  

Julie

You Still Need A Megaphone

By Glen Gardner

The new world of social networking is a great tool to message with, but some old rules still apply to this new avenue.

Because of the way people use social media, it’s still important to let people know that you’re there. If you don’t they more than likely won’t find out. Many people I work with have a great desire to have their info go “viral.” What most people don’t understand is most things don’t just “go viral.” In many cases they get a push.

The electronic media and radio in particular are very good at helping people discover what you have to offer on the Internet or social networking.

Radio is a great choice because people have the ability to action on the message in real-time. Many people listen over the air or stream while they are working on the computer. That means if you craft your message and call to action properly you have a great opportunity to move them to a web site, Facebook page or YouTube video in real time.

The other old rule that applies is “content is king.” If your social network content is worthless, people certainly will not pass it on. So, along with telling people you are there you also have to offer them something that will entertain and inform. Just being there isn’t enough.

In summary, make sure you are part of this “new world,” but don’t forget the old rules. They still rule!

Welcome!

Where do you want to go?  How fast?  Who is helping you on the journey, and who are the trolls under bridges trying to stop you?  Are there times or places where you can pound the gas, and others where you have to brake?    

At Z102.9 and 1600ESPN, we’ll probably ask a few more questions than your average media rep.  We’re just trying to be sure that we’re racing toward the same flag that you are.  In this blog, you’ll find information on marketing, branding, our stations and business in general.  Everyone in our department will contribute, so you’ll see a good mix of perspectives. 

Thanks for stopping by.  Hope to see you again soon.

Julie Hein

General Manager