Module 7: Results-driven marketing success 

Marketing is an ever-evolving beast, so in this module we will strive to stay at a higher level to ensure the content supplied does not become outdated. There are many marketing training programs and webinars that event organisers can do (and we will share some) which will give participants more detail, and we will also deliver regular Master Classes on specific marketing topics for those that want to dive deeper into a topic.


Module Outcomes

  • You’ll learn how to REALLY know your ideal event attendee and why you need to take a focused and targeted marketing approach

  • You’ll gain a working knowledge of marketing’s role in a festival or event, with a focus on consumer-driven marketing

  • You’ll gain a working knowledge of media relations, and tips and techniques to conduct complete media relations

  • You’ll understand digital marketing strategies and tactics that help generate positive event exposure


Lesson 1: Planning to achieve results

By the end of Lesson One you will understand what type of person is coming to your event and why they are coming. You will be able to develop a profile of your ideal event attendee which will help you attract more event attendees via your strategic marketing efforts. You will also learn about the importance of collaboration with other businesses through joint marketing and how effective this is as a cost saving tool.

Lesson 2: Working with media to showcase your event

By the end of Lesson Two you will be able to pinpoint exactly what type of media is best to approach for your event and how to write an effective media release. You will have a better understanding of the power of social media and how to use it effectively via the use of ‘influencers’. This lesson will also teach why and how to measure your ROI from your marketing efforts.

Lesson 3: Digital Marketing

By the end of Lesson Three you will have the tools to develop your online presence. This lesson will help set you straight on content marketing, SEO/SEM basics, social media tricks and tools, the power of a great blog, and how earned, owned and paid media works. You will understand why collaboration and partnerships can amplify the success of your online marketing, and how to manage the good, the bad and the ugly of online reviews.

 

Each lesson includes 

  • Online on-demand pre-recorded training video 

  • Supporting resources, tools and templates to help you action learnings 

  • Successful case studies and examples to highlight how others do it well

  • Links to further supporting readings, podcasts and blog articles to extend your knowledge 

  • Access to Q&A sessions to allow further discussion on the topic 

 

Resources included

  • Ideal Attendee Persona Worksheet

  • Marketing Action Plan Template

  • Marketing Schedule and Social Media Content Plan Template

  • Websites Where You Can List Your Event For Free Checklist

  • Website Design Checklist

  • Media Famil Itinerary Examples

 

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Case Study: Big Red Bash, QLD

INTERVIEW WITH FESTIVAL DIRECTOR GREG DONOVAN

The Birdsville Big Red Bash is the most remote concert on the planet. The camping area sits on the dried-out bed of an ancient lake with a giant red sand dune as a backdrop forming a natural amphitheatre.  

Event attendees experience the desert by sand boarding down the dunes, riding a camel through the breathtaking scenery, kicking up some dust boot-scooting on the desert floor, or throwing on ‘drag rags’ and joining in the drag race that starts at the top of Big Red or competing in the Fashions in the Desert.

 

Testimonial

We recommend this program to any event committee regardless of what stage you are at or how long the event has been running but would especially recommend it for new events at the start of planning. Because the personal nature of the program it allows for moulding to your event and isn’t just a general cut and paste your name into these forms.

 - Craig Edmonds, President, San Remo Fishing Festival

 

Cost: $150 + $15 GST for individual or event committee

Linda Tillman