January 2001
MAINE MEDIA & MARKETING
Peppy promotions planning
Copyright © 2001 Blethen Maine Newspapers Inc.
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Many moons ago, I was tasked with coordinating all aspects of an enormous one-day festival. "The Old Port Festival," is a Portland, Maine, tradition, a June day that brings together artisans, musicians and vendors to celebrate the unofficial beginning of the summer season. About 70,000 people descend on a sliver of Portland to enjoy fried dough, several stages of music, children's activities, and later in the day, quite a bit of beer. An event that lasts about six hours takes more than six months of solid planning to pull off. Welcome to promotions and special event planning.
Whether you're arranging a one-time special event, or rolling out an ongoing promotion, all successful endeavors rely on a few key ingredients: meticulous planning, a strong idea, extreme attention to details and follow-through. To learn more about how the pros plan events, I asked Lorraine Wark, director of promotions for Garrand & Co., about the intricacies of pulling off auspicious promotions. From offices in Auburn and Portland, Maine, and Portsmouth, New Hampshire, Garrand & Co. specializes in branding, public relations and promotions.
Kimberly McCall: Should small business owners consider integrating promotions and special events into their marketing efforts?
Lorraine Wark: Since paid advertising can be expensive, holding a special event or promotion can be another way to reinforce your message while targeting your desired audience. Your customers' experience at an event can build a solid image of your company.
McCall: What are the ingredients of a promotion that will excite the desired audience and garner positive media attention?
Wark: Events should be enjoyable, unique, and memorable. Create a theme and carry the idea through all components of your event. Your creativity should be inventive and fun. The media loves visuals. Give them something to photograph, and, when possible, tie in to a newsworthy topic that the media can embrace.
McCall: What are some tips to planning a successful event?
Wark: Determine your objectives and come up with a strategy, also know as, "the big idea." Develop the event timeline, and choose the date and venue carefully in order to provide the best possible response and attendance. Dedication to details from production to management of the event is imperative. Be sure to check if your event requires licenses, permits or applications.
McCall: How do you secure media coverage for the event?
Wark: In advance of your event or promotion, distribute news releases or media kits that emphasize the uniqueness of your event and its importance to the public and local area. The media kits should include appropriate background information, logos, brochures and bios on personalities appearing at the event. And, when possible, introduce your theme concept to media "influencers" by hand-delivering a press kit that ties into your event. Media invitations or photo/video opportunities can be sent out a few days prior to the event as a reminder to reporters and assignment editors. Follow-up calls should be made the day before or the day of your event.
McCall: Can small business owners implement special promotions if they don't have a huge budget?
Wark: Yes. Remember, promotions capture attention, build brand awareness, and encourage trial (of your products), giving great value to dollars spent. An event will give you the opportunity to talk to consumers and give them a chance to interact one-on-one with your product. It is also a good time to find out how consumers feel about your product and learn what is important to them when making purchasing decisions. How you introduce a new product or how you manage an event can make a difference on whether or not you leave a positive impression. After all, the cost of a positive lasting impression is absolutely priceless.
Kimberly McCall is the president of McCallMedia & Marketing, Inc., a business communications company in Freeport, Maine. She is the monthly marketing columnist for BizStartUps.com, an inc.com contributor, and recently began writing for Entrepreneur magazine. You may reach her at 207-865-0055, or e-mail: Kimberly@MarketingAngel.com. Web site: www.MarketingAngel.com.