EVENT PROMOTIONS:

How To Win Ur Target’s Heart

Presented by :

Carolucia OctavaniaPublic Relations Manager

AIESEC University of Indonesiacarolucia.octavania@aiesec.net

University of Indonesia, November 11th, 2006

First think first

What do u expected?

From this session…

What does promotions means?

Just put urself into box(hope that people will watching u..)

Or

Create proactively approach to other personal

The Purpose

1. Giving the right ‘education’ of your event

what kind of education?

2. Attract the target

who’s my target?

how to attract them

What kind of Education?

To educate market about our event,

Through BRAND!

Brand integrity

Positioning Differentiation

Brand identity Brand image

Brand

Who’s my target

First, analysis :

Who do u want to come?

Where usually they exist?

When u can meet them?

How they usually aware about some event?

How to attract them?

Few guidelines:

• Period

• Objectives

• Channels

• Tools

• Strategy

Period

• Not too short causing promotions cannotachieve target

• Not too long boring

So, the ideal time?

Depend on event.

About 1 – 2 month for ‘sounding’

Then 2 – 3 weeks before event.

Objectives

Make ur target measurable!

For example: 3000 visitors.

Channels

Know the area that u want to promote.

Tools

• Posters

• Flyers

• Banners

• Milis – internet communications

• Media

• Personal publication

Strategy

Make the best key messages delivery to target!

U must describe:

1. What event the theme – name of ur brand

2. What product contain what – the essence

3. Differences the benefit – compare withother competitor

4. Who we are what is ur organization / institution

5. Follow up give the contact number

Strategy

Ur character must be:• Open minded• Persuasive• Confident• Good communication skill• Friendly• Target oriented• Have a broad channel• Keep on ur ‘brand track’, not overselling• Proactive, not reactive• SMILE is the most effective way to first attract

» Then...

WIN THE HEART!

Evaluation

-high priceprice & distribution- Low purchase

- wrong distribution

- poor service

- event not attractivepositioning- Low interest

- advertising notinformatif

- too short period

- poor mediamarketing communication- Low awareness

CAUSEPROBLEMPOOR RESPONSE

Are u waiting for ur target

or

make them pursuing for u?