GUIDE FOR EVENT MARKETING AND COMMUNICATIONS IN TAMPERE
What and why? Marketing is one of the most significant keys to a successful event. This guide has been put together to support you in organising your event. The purpose of this guide is to help you plan and carry out event marketing and communications in Tampere. The guide includes many practical tips and instructions to support the marketing of your event. This guide was drafted as a dissertation for the Cultural Producer programme at the Jyv채skyl채 campus of the University of Applied Sciences Humak. The guide was commissioned by the City of Tampere Event Office. Tampere Region Festival also took part in putting this guide together. Wishing you insightful moments of reading!
www.tapahtumatoimisto.com
www.humak.fi
www.pirfest.fi
Editor: Henrietta Tapio Comissioner: Tampere Event Office Graphic Design: Mari Weir Photos: City of Tampere Front page photo: Tredea Oy Year of publication: 2013
What is marketing and communications? There are many kinds of events. Be they small or large, they almost always involve marketing. Events also call for active public communications. In this guide, public communications refers to official communication aimed at various media outlets and the authorities. Event marketing, on the other hand, means more informal means of communication aimed at customers and the event’s target audience.
EXPLORE, PLAN AND AIM HIGH Marketing plan A good marketing plan provides a solid foundation for marketing. Regardless of the scope of the event, planning of marketing is vital in order to guarantee functionality and development. Even the smallest of events requires planning, so that each member of the event organising team knows which goals to aim at. The plan outlines practical operations and their schedules. You will find all stages of the marketing plan listed below. It is a good idea to study these stages, take notes about them and inform all members of your organisation regarding them. When organising a big event, the marketing plan will naturally need to be more extensive and detailed.
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ood marketing always requires a plan through which marketing functions can be monitored, evaluated and developed.
1. PRELIMININARY ASSESSEMENT
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1.Explore: By answering the following questions, we explore the starting point of the event • What is your starting point, where are you now, where are you going and where do you want to go? • What is the focus of your event? • What is the situation of your event organisation? • What is happening elsewhere? You can explore many influencing factors, such as competitors and their actions, dates, venues and partnerships • What is your main target audience? You can also explore potential customers. • One easy way to put everything together is to utilise the SWOTanalysis, writing down the Strengths, Weaknesses, Opportunities and Threats involving your event. STRENGTHS WEAKNESSES OPPORTUNITIES THREATHS Source: OK-osaamiskeskus
2.After charting out the situation, create *a strategy, which corroborates the common vision of your event organisation.
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A strategy is a plan which outlines the direction the organisation will take. The strategy cannot be written out in advance in great detail, since it constantly develops over time. The strategy is therefore not a precise plan in its own right, but a part of the marketing plan – a thread helping to define your common vision. 3.The strategy is used as a basis for setting goals. The goals should be clearly defined and concrete. It is best to start by setting smaller goals, after which you can define a more concise main goal. • When setting your goals, the following factors should be considered: • What do you want to achieve through marketing? • Who is your main target audience? • Which areas do you wish to focus on in your marketing? • How much money, human resources, time, etc. can you invest in your marketing efforts?
PLANNING MARKETING
Stages of the marketing plan:
4. After setting your goals, you can start formulating an operational plan to guide you along. Your operational plan must include drawing up a budget, scheduling and communications plan.
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ay special attention to your precise, clearly formulated schedule, which will help you implement your marketing smoothly.
5. The next step is to take your marketing plan into action. At this stage, it is important to monitor how well your marketing goals are being achieved. Monitoring your goals allows you to evolve and re-shape your plans to fit any circumstances that may arise. At this stage, the following questions will help you to evaluate the success of your marketing operations: • Is the target audience being reached in the expected way? • Does the marketing plan reflect the main idea of your event? • Are agreed schedules being met? • Are all members of your event organisation committed to your chosen line of marketing?
Segmenting = establishing and defining your target group Segmenting means targeting and defining your customers as well as choosing the best audience to match your event. It is easier to create a marketing message that draws attention when you know your audience. You can choose one or several target groups and have distinct marketing targeted at each group or focus all your marketing resources on one group.
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he target group for a children’s festival, for example, could be limited to children and their parents. They are the audience to which it is most natural to market the event’s content, programme and offering through existing channels.
When determining your target group, you can start by addressing the following questions: • Why are you organising the event and for whom? What are your main services and/or products? To whom can you market the event? • Who are the potential ticket buyers? Why would they buy your tickets? • When and where are they most likely to buy the ticket? You can also consider how to determine the correct target group from your own point of view. Would I buy a ticket to this event? Why would I or why wouldn’t I? Where and when would I prefer to buy the ticket?
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he first year the event is organised, targeting your group can be challenging. It gets easier the second year as you have a clear group to study – your previous visitors. Customer and visitor surveys are also a good way to get more information on your customers.
Communication activities can be divided into internal and public communications. Communications means providing information both inside your organisation as well as outside of it. When information flows freely within your organisation, all the members of the organisation can answer questions as well new give advice and guidance in matters concerning the event. Internal communications can be channelled through e-mail, text messages, discussion forums, a bulletin board, memos or simple conversation in the break room. As the staff of a larger event seldom get the chance to sit down at the same table, communications should be delivered primarily in writing. CHART OUT, PLAN AND SCHEDULE When drawing up a communications plan, it is good to keep the following questions in mind: What? To whom? When? Who? What are the main goals of your communications? It’s good to have a well laid out plan, as this considerably facilitates implementing communications and important steps won’t be missed along the way. Schedules are an integral aspect of communications. All communications material should be well timed.
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heck out the communications channels of your choice and determine whom you will address your communications to. Consider when to send out your press releases.
Model of a good basic press release The date, sender of the press release and release date should be stated at the beginning of the press release. If the press release can be published immediately, you can mark it “free for publication”. • Indicate the date and the name of your organisation in the top left corner, and the release date or permission to publish in the right top corner. • The most important part of the press release is the title, since it determines whether the recipient will read your release or not. • The first paragraph of body text gives more precise details about the subject matter of the title and provides the most essential information. • The second paragraph is for the second-most important information. • The next section of the press release can illustrate the background and details. You should also consider whether the reader needs to know the answer to the questions who, what and why. • Indicate the writer of the press release and provide contact information for further information at the end. Here you can write down a phone number and
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good press release draws attentions, is short and to the point. It should fit on one sheet of paper.
Model for an electronic newsletter Various ads and newsletters are sent out and they are often a natural part of event communications. The title should be interesting enough to make the recipient want to read it. A good title is not pushy and doesn’t use wordplay or riddles – it is clear, personalised and interesting. A personalised message draws the recipient’s attention and appeals to their interests, location or some other significant factor. A newsletter shouldn’t be too aggressive. Instead, it should focus on illustrating benefits for the reader. The necessary contact information for sending the newsletter can be gathered, for example, when conducting a customer survey. Also, you can add to your client register by advertising your newsletter on your website or social media, offering an opportunity to sign up. Before getting started with collecting client registers and saving personal data, get acquainted with laws concerning personal information, available at: www.finlex.fi/en/laki/kaannokset/1999/19990523.
Things to remember when writing a newsletter: • Personalise the letter. You can start with “Dear friend of food and culture” or “To all theatre lovers”. • The letter should sell, but it also needs to be consistent and to the point. Whatever style you choose in addressing you audience, stay true to it throughout the letter. • Remember to state your contact information clearly. • If the newsletter requires a response, you can make a quick response worthwhile with a prize or benefits. • Use pictures to bring your message to life. However, don’t make the newsletter too long. • Add instructions how to stop receiving the letter if the recipient so desires. You can find templates for newsletters in http://office.microsoft.com/en-us/templates/results.aspx?ctags=CT010104328.
PLANNING COMMUNICATIONS
email address, the address of your organisation and links to your website and social media.
ADVERTISING – BOLDLY, BRAVELY AND WITH A ROCKIN’ ATTITUDE Advertising means paid and targeted communications, usually intended for a large audience. The purpose of advertising is to distinguish oneself from the competition in a positive way and to generate interest for the event. Advertising should be planned carefully. If you find it challenging, you can turn to professionals, such as advertising agencies, for help and perspective. Advertising in newspapers and magazines – reach breakfast tables, cafés and break rooms Advertising in newspapers and magazines is a very popular way to inform people of events. Newspapers are a fast media for publishing your ad – it can appear on the next day if you’re lucky. You should invest in the visual features and message of your ad. Size, colouring, advertising class, page and publishing date determine the prize of your ad. Local papers Different papers are interested in different things and press releases should be written accordingly. Local papers are more interested in local matters and news. Press releases directed at local papers should be written out as news items, in order to attract interest. Local papers also pick out stories from national papers from time to time. If you want to get your ad into a local paper, you should write and send the story yourself, as this enables you to get your own point of view across. Offer photos with your story, as they make the story more interesting. Newspapers Newspapers are also interested in the local point of view, but you should take into consideration that you are targeting a paper with a wider circulation. The event organisers should be aware of the area of circulation and of who to contact at the right department (for example culture, sports, etc.). Magazines In addition to newspapers and free newspapers, magazines are a viable media for a press release or paid advert. Magazines are a slower-moving form of media than newspapers, as they come out less often. Print quality in magazines is superior to newspapers and the stories publishes have a longer lifespan. Magazines are widely read in hotels, buses, cafés, hair salons and health care centres.
Popular newspapers and magazines in Tampere Aamulehti and Tamperelainen, for example, offer good potential for widereaching advertising. •
You can easily send out your ad to Aamulehti through their website, where you can find clear instructions and tariffs for advertising. www2.aamulehti.fi/ilmoittaminen • You can send news tips or your own news to Tamperelainen. You should view your event from this point of view and do more research on the Internet. It’s useful to go through old news stories that have been published and use them as a benchmark. News in Tamperelainen also include the Rock City section, which lists all concerts taking place in Tampere. www.tamperelainen.fi Both of these papers have an events calendar where you can post your event free of charge. More on this subject in the chapter on free media. Central newspapers and admission-free newspapers in Tampere and Tampere region (Content in Finnish): Akaan Seutu, http://akaanseutu.fi City, www.city.fi Hervannan sanomat, www.hervannansanomat.fi Ideapark Uutiset, http://ideaparkuutiset.fi/ Kangasalan sanomat, www.kangasalansanomat.fi Lempäälän-Vesilahden Sanomat, http://lvs.fi Metropoli, www.metropoli.net/kaupunkilehti Moro, http://moro.aamulehti.fi Suur-Tampere, http://suurtampere.fi Sydän-Hämeen lehti, http://shl.fi Voima, www.voima.fi Ylöjärven Uutiset, http://ylojarvenuutiset.fi
ADVERTISING AND MEDIA COMMUNICATIONS
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n ad in a magazine is easily targeted by choosing the magazine favoured by your target group. You should also check whether the magazine has a digital event calendar you can get your event listed in.
Radio and TV – say it with sound and pictures. There are two kinds of radio media: smaller local radio stations and larger national ones. Most radio stations are local and operate only in certain areas. A radio advert should be clear and distinctive. Radio adverts often utilise humour or music to be memorable. Equally important is repetition, so the advert should be played often enough. Commercial radio stations are interested in subjects connected to their audience’s day-to-day life, so the information should relate to common people. You can also offer radio stations ready-made audio material. Local radio stations are not on-call all day, but national radio stations can be reached at all hours. When organising a press conference, you should take into account reporters’ working hours. The best time is often during the working week, within office hours. When communicating to television, the story must be bigger and more interesting. A smaller news item that is interesting and well planned and executed material has a good chance to reach news broadcast comic relief. Key issue is to get your story noticed and exceptional. A press release alone usually isn’t enough for television. It’s good to offer a chance to shoot the story and get interviews. All permits must be in order when shooting a story for television, and the shoot should be well planned. It is always a good idea to send photos with your press release.
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ne thing that newspapers, magazines, radio and television have in common is that email is the easiest way to reach them. You can also make a follow-up call to magazine and newspaper reporters after sending them a press release – thereby making sure your email won’t get lost in their inbox. Remember to make sure your press release reaches the right person.
TURN HEADS AND REACH PEOPLE IN THE HEART OF THE CITY Outdoor advertising is designed to reach people out and about the city. It is usually located in the city centre, near marketplaces or other venues that receive a lot of visitors. Outdoor advertising includes banners, advertising boards, billboards and other possible advertising media along roads, streets and public areas. As outdoor advertising is out there for all to see, it should be noticeable, colourful and raise interest. It is equally important to design the ad so that the message gets through easily, as people usually pass by quickly. Outdoor advertising should be used a supporting media alongside other event marketing.
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ocus on and invest in outdoor marketing just before the event. This way you’ll gain visibility for your event out on the streets, raise awareness, send out a good vibe and hopefully reach spontaneous people who decide to attend the event at the last minute.
Banners You can rent banner spots to advertise your event from the City of Tampere. You can apply by filling out an informal application and addressing it to the city planning unit of the City of Tampere. Banners are installed and taken down by Vera Oy. Banners are also delivered to Vera Oy for installation. The total price for banner advertising includes: making and designing the banner + rent for the spot (varies according to location) + installation and removal. More information on the content of the application, banner locations and prices (in Finnish) can be found at: http://tapahtumatoimisto.com/sites/files/liitteet/banderolliohje_ja_ hinnastot_2011.pdf.
Advertising boards
There are about ten advertising boards around the Tampere city centre that you can utilise for your event marketing free of charge. These boards have been installed by the city. Posters and other advertising are not to be put up elsewhere in the city. Map on the locations of the advertising boards: http://tapahtumatoimisto.com/sites/ default/files/tapahtumailmoitustaulut_0.pdf.
JCDecaux is a company that specialises in outdoor advertising, with billboards and advertising spots around Finland. The advertising boards come in many forms – in round rotating pillars, at the sides of roads, in shopping centres or at bus stops. The City of Tampere Event Office distributes event organisers advertising spots to JCDecaux Abribus billboards. The Event Office is in charge of three series of billboars at the present moment. Together the three series include almost 100 JCDecaux Abribus billboard B-sides. All these boards are located within city centre. Event organisers can book these to advertise the free programmes of their concert events, for example. Booking these boards is free of charge but the content cannot be purely commercial. For example, logos of your commercial sponsors are not to be displayed, regardless of their role to the event. The cost of reserving these billboard series is limited to the cost of the poster. The event organiser is also responsible for delivering the posters to those who install them on the billboards. Link to the digital booking system for the billboards can be found at the Event Office website. For more information on the billboards and booking them, please contact Tampere Event Office. For more information on JCDecaux Arbribus billboards: www.jcdecaux.fi/en/conditions-of-sale.html.
Media screens Advertising space both on the media screens as well as billboards for event marketing can be booked through the Event Office. Media screens are digital billboards alongside roads. At the moment Event Office has license for two screens, one at Lempääläntie and the other at Hervanta highway. The billboards and media screens are both meant for spreading information about events and no third party marketing is permitted. You can create the material for the media screen yourself and send it to the Event Office. For vacancy on the media screens contact the Event Office: tapahtumatoimisto@tampere.fi. There are also several commercial media screen providers at Tampere.
OUTDOOR MARKETING
Abribus advertising boards
RATTLE, SHAKE AND GET NOTICED Alternative media refers to all unofficial media that facilitates marketing activities, without actually being advertising in the traditional sense, for example word-of-mouth and viral marketing. Alternative media should be utilised in event marketing, as often the message received from these channels is construed as personal, meaningful and even enigmatic. Alternative media are a cost-effective way of marketing and getting your message across to even a large audience in a short time. Word-of-mouth Word-of-mouth advertising supports various other marketing media. For example, Facebook shows your friends’ likes and spreads the word quickly. People often like to use social media to discuss their leisure time activities, too. Assessing and planning event marketing often involves exploring customers’ purchase decisions. Why did the customer buy a ticket to the event? Which form of media was successful in bringing the customer to our event? Purchase decisions are often strongly influenced by messages about the event from non-commercial sources such as recommendations from friends, acquaintances, colleagues or classmates. Positive reinforcement and recommendations from a friend affect purchase decisions far more than any deliberate marketing efforts. Information based on experience is convincing.
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emember that your event sends signals and each outward message – be it planned or achieved through alternative media – must be in accord with the values of your event.
Viral marketing Viral marketing refers to marketing actions through unusual and sometimes drastic measures. The main idea of viral marketing is creative use of media. It usually involves the use of different kinds of campaigns, especially in social media, on the streets, in shopping centres and on web sites. The main point of viral marketing is to attract attention and the means to achieve this can be rather drastic and sensational. Viral marketing measures usually require minimum budget as the goal is to reach maximum profit with minimum effort.
ALTERNATIVE MEDIA
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ommon examples of viral marketing include noticeable and controversial headlines, games and competitions launched in the social media or performances in shopping centres or elsewhere in public. Remember to make sure your campaign doesn’t offend or alienate any member of the public and no laws and regulations are broken. Performances in public venues, for example, require a permit.
REACH, ENCOUNTER AND INFORM Posters and yers Posters and flyers usually support other marketing actions. They are meant to make the event known, create awareness and raise interest. Their design should be distinct and discernible. The amount of posters printed, the size of the poster and the colouring affect the cost of using posters. This should be taken into account when designing posters, and time should be reserved for transforming posters from an idea into a printed reality.
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ou should always get offers from several printers, for example via e-mail.
Brochures Brochures can be distributed with a marketing letter, for example. The distribution channel should be a primary concern, as it affects the design and amount of brochures printed. If the brochure is to be distributed separately, it should contain background information on the organisation behind the event. A brochure should always aim at selling the event. The brochure is usually read very quickly; therefore, the content should be brief and clear. Avoid using too much text.
DIRECT MARKETING
LIKE, TWEET, TAKE PICTURES AND COMMENT Social media has taken the event marketing field by storm, shaking the world of communications to its core. Any event promoter worth their salt should acknowledge the opportunities and challenges social media presents. It’s vital to be seen where your audience is. People have a need to participate, share opinions and discuss. Interaction is the key element of social media. The most popular social media outlets are Facebook, Twitter and YouTube, as well as various blogs. The services constantly evolve, making it imperative to actively monitor changes, updates and versions. Each social media has its own distinct features and precepts. Once learned and internalised, social media has a lot to offer to event marketing. Facebook Facebook is based on user interaction, focusing on creating and maintaining social relationships. Communicating via Facebook is very similar to face-to-face interaction. The aim is to create positive experiences and gather followers, rather than selling your event, as followers accumulate. Using Facebook begins with creating your own personal profile on the Facebook front page. After logging in, you can create a Facebook page for your event. You can start using the page by posting information about your event as well as photos and videos. The aim is to create readable and viewable content for your audience.
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emember, you can keep posting all throughout the event – sharing the experience from preparations to finish. This turns the event into an interesting entity for your audience to be involved with.
After creating the content, you can start inviting friends to like your page. Likes show up on Facebook users’ profiles and can be viewed by their friends. Also, likers can see all posts from the event page well as write and publish content on the event Facebook page. Administrators of the event page can delete posts should inappropriate content appear on the page.
FREE MARKETING CHANNELS
Always check your own posts carefully a few times over in order to make sure you do not accidentally publish content that could easily be misunderstood.
Awareness and positive publicity can be gained by being active and positive in your interaction. It is imperative to react to the comments on the page. One of the most effective ways to pass information about your event page is to set up a competition or poll on your page. The poll can, for example, gather information on how the users have found out about the event. You can draw prizes among those who answered your poll.
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ou should take some time to find ways to get your likers to continue following event postings after the competition.
Another effective way to spread the word about your event is to create a Facebook event. The event details must include the title, a description of the event, and the event’s date and location. Privacy settings can also be set when creating the Facebook event. When creating an audience targeted event, it should be kept public to allow interaction and visibility. The purpose of creating a Facebook event is to pass on relevant information about your event and what it is about by publishing information on how the event is coming along, along with pictures and videos. By the same token, event organisers can get a rough estimate on how many likers actually intend to take part in the event. When creating the Facebook event, you can and should invite your own friends and allow them to invite their friends. You can also share the event on your own timeline by choosing “share”. Facebook advertising is mainly free of charge, but you can purchase more visibility. Through bought services, you can ensure more exposure for your event. More information on Facebook advertising and pricing at: www.facebook.com/advertising/faq.
Twitter You can start using Twitter by creating a user account. Twitter is a microblogging microblogging service, in which you may use max. 140 characters per tweet. A tweet can, for example, give followers a taste of the programme to come: “Here is a taste of things to come! Band X is playing on Friday (date)” linked to a video by a performer. After creating your account, it’s time to find users to follow – friends, bands, events, enterprises – by searching or browsing categories. Twitter also recommends examples of who to follow. The point of following others is to get followers of your own. Active tweeting on things you are interested in helps to get you noticed. Sharing links on Twitter is useful, as the use of characters is so limited. You can also utilise the service by commenting tweets and content of those you follow. Interaction is very important also in Twitter. Users that follow each other can send private tweets to each other, with the same limitation of 140 characters. Various lists can be added to your Twitter account by categorising you interests, for example to music, events, exhibitions, cities, sport clubs and so on. YouTube and Google services YouTube is a service used to upload videos. Events can be marketed by making an introductory video showcasing the future event, for example, or by filming the event itself and posting the material on YouTube. A link to the video can be passed on through Facebook and Twitter. Using YouTube services starts with creating a YouTube account, for which you need to have an active Google account (for example a Gmail account). Your Google account can easily be linked to your existing email accounts. You can create a Google account on the Google website, and with it you can make use of various free Google services, such as Gmail and YouTube. If you already have an existing Google account, you can use it to log in to YouTube. A common Google account should be used when creating a YouTube account for a company so you can give the account details to all necessary members of staff. It is not a good idea to use a personal email for creating a common Google account. You can create a new email account (for example a Gmail account) for your event as a basis for using YouTube and other Google Services.
The social media triad It takes a while to learn the ins and outs of the services mentioned above, so start with one and master it well. Facebook, Twitter and YouTube support each other and form a highly usable triad of social media. When used together, they have a lot to offer to event marketing efforts. Twitter, Facebook and YouTube accounts can be linked to each other. You can do this easily with your YouTube account, but it can be also done through the other accounts. A joint profile makes for less effort in updating each account, but some wish to keep their accounts separate, as different kinds of people may follow Facebook and Twitter. Separate accounts allow for separate communications for each of the desired groups. You can link different accounts to see which combination best suits your purposes. Email Email is a useful way to send newsletters to interested parties. Instructions for creating a newsletter and collecting customer registers can be found in the section about newsletters. A newsletter is a versatile and easy form of media for reaching large audiences. You should still bear in mind that also email marketing should be targeted properly. Newsletter must never be sent to unwilling recipients. Therefore the newsletter must always contain information on how to stop receiving the letter. Newsletter serves no purpose if it’s flagged as spam and ends up in the trash bin. Careful thought should be paid to how often the newsletter is sent. Not many care to continuously receive a newsletter with practically unchanged or updated content. A monthly newsletter allows for more content and keeps the event dates fresh in the reader’s mind. Web-based events calendars Many newspapers have an events calendar on their website for event organisers to use free of charge. Usually notifying about the event requires registration but both registration and making a notification are free. Interesting event notifications may also end up into the printed paper. You can also find other event calendars on the Internet.
The workload and hurry let up after the event is over, but this doesn’t by all means mean the work is done. Assessing how successful the event was is a primary concern for future development. Marketing activities are one of the aspects to be assessed. It’s easier to divide marketing activities into smaller actions and compare their implementation to the original marketing plan and its goals. The following are some questions that can help in assessing marketing activities: •
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Internal communications: How was information disseminated within the organisation? Were all involved aware on how the event was progressing? Who was in charge of communications? Will they need assistance in the future in order to perform these duties? External communications: How successful were they? Did papers publish press releases? Were the goals met? Did the event get media attention during the event or after? Customers: Did the number of visitors reach the goals set? How well was the target groups met? Was segmenting successful? Sales: Did ticket sales meet expectations? Did the sales make a profit? The Big Picture: Were the marketing activities successful on the whole? Which marketing actions should be developed in the future?
The assessment should be written down and possible changes should be implemented immediately into the marketing plan. In the beginning of the assessment it may seem that the targeted audience wasn’t reached widely enough or that the audience should be segmented more accurately. However, it takes long term commitment to reach a wider audience, as all those in the target audience do not embrace the message at the same pace and the message must be repeated.
ASSESSING MARKETING
ASSESS, ANALYSE AND AIM HIGHER
USEFUL LINKS Archives: Museum Centre Vapriikki The museum manages a conclusive photo archive of over 1,2 million photos and negatives. The archives is administrated through Siiri photo archive. It is a public and photos are available for use. www.tampere.fi/english/vapriikki/photoarchives.html Tampere Region Festivals www.pirfest.fi Information bank of Tampere Region Festivals (content in Finnish). www.pirfest.fi/festivaalityon-tietopankki-2/ Tampere All Bright! Brand website: www.tredea.fi/pirkanmaan-brandi/en/ Brand material bandk with lots of available free Tampere All Bright -brand material, for example PowerPoint-templates and photos. www.tredea.fi/pirkanmaan-brandi/en/brand-bank/ Visit Tampere Lot of information on Tampere and what the region has to offer. www.visittampere.fi Grants: Ministry of Education and Culture Grants available for application. www.minedu.fi/OPM/Kulttuuri/kulttuuripolitiikka/rahoitus_ja_ohjaus/index. html?lang=en Arts Promotion Centre Finland Offers various subsidies and grants. www.taike.fi/en/web/taike/grants-and-subsidies City of Tampere: Maps Various useful map material of Tampere. www.tampere.fi/english/tampereinfo/maps.html Image bank All photos are free for use under certain conditions. http://palvelut.tampere.fi/kuvapankki/index.php?_lang=en
Event Office www.tapahtumatoimisto.com/en/event-office Guides and instructions to be used in event organising can be found in the storage. www.tapahtumatoimisto.com/en/storage Cooperation Partners: Finland Festivals Trusteehsip for festivals. More on membership: www.festivals.fi/en/#.Untx__l7J8E Culture for all Possible co-operational partner www.kulttuuriakaikille.fi/en.php Rulla – Cultural Centre for Children www.tampere.fi/english/culturalaffairs/childrensculture.html You can bring your own childrens’ cultural event to Rulla - a show, an exhibition, a workshop or event can be carried out in the Rulla premises. For further information: www.tampere.fi/english/culturalaffairs/childrensculture.html Support Services: Creative Tampere Offers consulting services for sales and marketing for example as well as premises for rent. www.luovatampere.fi/english/ Kulttuurikummit (in Finnish Only) Offers various support services for event organisers. www.kulttuurikummit.fi Virtual Tampere Offers an eye catching tool for presenting the city virtually, for example on your website www.virtualtampere.com Tampere Convention Bureaun (TCB) Acts in co-operation with congress and conference organisers www.tampereconventionbureau.fi A link to usable material (some English content) www.tampereconventionbureau.fi/suomi/markkinointimateriaalit
Sources: Literature Humanistinen Ammattikorkeakoulu. Humakin keskeiset asiakirjat. Käsikirjat, oppaat ja ohjeet. Tiedotepohja. Hyatt, Ariel & Lynne Hall, Carla 2011. Musician’s roadmap to facebook and twitter. Your complete guide to being liked followed and heard. New York: Ariel Publicity. Levinson’s, Jay & Jeannie 2008. Startup guide to guerilla marketing. A simple battle plan for first-time marketers. 3. painos. Canada: Entrepreneur Media Inc. Raatikainen, Leena 2008. Tavoitteellinen markkinointi. Markkinoinnin tutkimus ja suunnittelu. 1.-3. painos. Helsinki: Edita. Rope, Timo 2005. Markkinoinnilla menestykseen. Hehkeys- ja ilahduttamismarkkinointi. Helsinki: Inforviestintä. Rope, Timo. 2011. Voita markkinoinnilla. Helsinki: Helsingin seudun kauppakamari / Helsingin Kamari Oy. Internet Clear Channel Suomi Oy. Mainostajille. Ota yhteyttä. Read 1.5.2013 www.clearchannel.fi/fi/mainostajille/ota-yhteytta E-conomic. Kirjanpito-ohjelma internetissä. Sanakirja taloustermeille. Strategia – Mitä tarkoittaa strategia? Read 1.5.2013. www.e-conomic.fi/kirjanpito-ohjelma/sanakirja/strategia Etelä-Pohjanmaan liitto 2010? Kulttuuritoimijan markkinointiopas. Julkaisu C:58. Read 28.3.2013. http://etelapohjanmaa.fi/kulttuuri/?page_id=293&lang=fi Ezka 2011. Blogi. Twitter- aloittelijan opas. Read 2.4.2013. http://www.ezka.org/2011/02/twitter-aloittelijan-opas.html Huttunen, Pekka & Tursas, Samuli 2012. Sähköpostimarkkinoinnin opas. Koodiviidakko. Read 2.4.2013. www.sahkopostimarkkinointi.info JCDecaux Finland Oy. Yritys ja yhteystiedot. Read 1.5.2013. www.jcdecaux.fi/fi/jcdecaux-finland.html Kansalaisfoorumi 2010. Tapahtuman tiedotussuunnitelman laatiminen. Read 27.3.2013. www.kansalaisfoorumi.fi/projekti/sisuunnittelu/tiedotussuunnitelma.html OK-Opintokeskus 2013. Swot-analyysi. Read 1.5.2013. http://ok-opintokeskus.fi/swot-analyysi Pirkanmaan Festivaalit 2013. Festivaalityön tietopankki. Tiedotus ja markkinointi. Read 28.3.2013. www.pirfest.fi/festivaalityon-tietopankki-2/ Suomen mediaopas 2013. Erikoismediat. Read 29.3.2013. www.mediaopas.com/erikoismediat/ Ylenius, Jani 2006. Entinen TiedoteDeski Finland Oy nykyinen Viestintätoimisto Deski. Opas: Eri medioiden erityispiirteet. Helsinki: Viestintätoimisto Deski. Read 15.3.2013. www.tiedottaja.fi/pdf/eri_medioiden_erityispiirteet.