Effective marketing campaigns don’t just happen overnight. They take a great deal of planning with a dash of brilliance thrown in for good measure. To be successful, you need to do lots of research and pay attention to the details. It’s all very well having a great idea, but unless you have thought about every aspect of the campaign, you may find that your amazing idea is somewhat lacking in the execution.
There is a lot to think about when devising a marketing campaign. What is your current position in the marketplace and what type of advertising are you looking to use? Social media, TV ads, magazine ads – there are so many ways to get the word out that you would be forgiven for feeling overwhelmed. So, what are the key steps you should take when planning a marketing campaign for an events company?
Who is Your Target Customer?
Let’s assume we have an events company and we want to market a new product. Our events company, http://www.thegamespod.com/, is aimed at kids and adult who like gaming, so our target customer is somewhere between 10 and 40, and most probably male. Once we have established our demographic, we can drill down further and find out more about the type of person who would be interested in what we are selling.
Choose the Right Media
In the old days, companies would take out a full-page spread in a relevant magazine, write press releases or produce a TV ad. Nowadays things have changed and online media has become increasingly important. For the purposes of our example above, online media is likely to be the best way to reach our target audience. Advertising on Facebook and posting videos on YouTube are likely to be effective ways of reaching the right demographic, all of whom will be computer savvy.
Check Out Your Competitors
Look at how your competitors market their services. Learn from their mistakes and emulate what appears to be working well for them. This is not to say you should copy what they are doing, but it makes sense to pay attention to their strategies if they have a far larger share of the market than you. You should also look at price – are they selling the same service for less? Can you undercut them or is it better to promote your product as a higher quality one?
Where are You Selling Your Product?
Many events businesses choose to market and sell their services online. This is great, but there are other options. Can you market your services locally? If so look at the best way of attracting your target customer. Special promotions or advertising campaigns in the local press can be very effective if there is a readily available local customer base. Combine this with social media and you could be cooking on gas.
Choose the right media, crunch the numbers, and use the information you have to create an effective marketing campaign. And if it doesn’t work, go back to the drawing board and refine your message even further.