Checklist - Marketing, Promotion & Publicity
Marketing Plan Should Answer These Questions
| |Is there demand for this meeting |
| |How many similar events are held? Where? |
| |Can you effectively compete in price, quality and delivery? |
Marketing Plan Should Include
| |Target Market Analysis |
| |Competitive Analysis |
| |Goals and Objectives |
| |Marketing Budget |
| |Promotional Strategy |
| |Measures of Success |
Integrated Marketing May Include
| |Advertising (Print, Broadcast) |
| |Internet (EMAIL MAILING LISTS, NEWSGROUPS, WEB SITES, BANNER ADS) |
| |Promotions (Direct Mail Brochures, Flyers, Postcards; Contests, Giveaways) |
| |Publications (Magazines, Newsletters, Newspapers, Directories) |
| |Sales (Telemarketing, Direct Sales) |
| |Sponsorships (Events, Organizations, Publications) |
Market Research Should Reveal
| |What are the opportunities? |
| |What are the threats? |
| |Who are the past attendees and potential attendees? |
| |Why will they want to attend your meeting? (networking, education, purchasing) |
| |What are their demographics? (geographic distribution, job titles, purchasing power, etc.) |
| |What other types of meetings do they attend? (when, where and what cost) |
| |Is your meeting competitive with those events? |
| |Where do they get their information? |
To Prepare a Promotional Budget
| |Review amount spent on promotion of previous meeting. |
| |Poll organizations with similar-size meetings for average promotional expenditures. |
| |Estimate costs for each promotional tool based on estimates from suppliers. |
| |Estimate promotion budgets of other successful meetings. |
| |Decide of you want to match or exceed expenditures of other successful meetings. |
Promotion Plan Should
| |Define key messages (selling points) for each target audience. |
| |Identify promotional materials and activities that will deliver the message. |
| |Map out timeline for producing and delivering materials. |
| |Reinforce organization’s brand identity. |
Press Release Mailings
| |Press Releases Tailored to each Media Outlet |
| |Up-to-Date Media Mailing List |
| |Press Kit Available Online |
| |Follow-Up Mailings with Phone Call to Contacts |
Printed Materials
General
| |Budget Sensibly |
| |Include All Printed Material |
| |Solicit Print Bids |
Materials Distributed Before and During Meeting
| |Letters, Postcards, Flyers and Brochures |
| |Pre-Registration and Housing Forms |
| |On-Site Registration Forms |
| |Invitations to VIPs, Private Receptions, etc. |
| |Official Programs of the Meeting |
| |Badge Holders and Paper Stock |
| |Evaluation Forms |
| |Session Handouts/Proceedings |
| |Tickets |
| |Registration Lists |
Using Web Sites Effectively
| |Work with a Pro |
| |Weave Your Section in Seamlessly |
| |Keep is Simple |
| |Tie in to Promotional Material to Support or Corroborate Features and Benefits |
| |Make Navigation Easy |
| |Be Consistent in Details |
| |Reward Visitors with Added Value |
| |Update Information Regularly |
| |Encourage Visitors to Register |
| |Add Bells and Whistles for a Reason |
| |Promote Future Meetings |
| |Copyrights, Disclaimers and Disclosure |
Online Advertising
| |Industry Publications |
| |Trade Associations or Affiliated Organizations |
| |Vertical Portals That Serve Industry |
| |Convention and Visitors Bureau for Meeting Destination |
| |Event Sites That List Meetings, Conventions and Exhibitions |
| |LinkExchange Banner Network |
Distribute Email Newsletter
| |Meeting Information |
| |Show Daily News |
| |Post-Show Reports |
| |Industry News |
| |Educational Articles |
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MARKETING, PROMOTION & PUBLICITY Checklist
PIANO TECHNICIANS GUILD, INC.
4444 Forest Ave.
Kansas City, KS 66106-3750
Phone: 913-432-9975
Fax: 913-432-9986
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