Research
12 ways to market your event with social media
http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/
See how others work
http://singlemarketevents.co.uk/portfolio/
Outline
http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790719&r.l1=1073861169&r.l2=1073858842&r.l3=1073900352&r.s=sc&type=RESOURCES
The old Truman Brewery
http://www.trumanbrewery.com/
23rd April - 4 P's
Design business
Age
Occupation
Did you always want to have your own business?
What do you do in your spare time?
What do you like? (hobbies etc)
4peas - as a marketer these are the things you control
- Product
- Place
- Promotion
- Price
Purchase process
- need recognition, problem awareness
- information search
- evaluation
- purchase
- post purchase
Points of engagement - beyonce? Finding points of engagement through the audience
- tickets
- websites
- venue
- samples
- merchandise
- business cards
- make things cool so it's engaging
- iconic buildings?
- goodie bags
Roles - initiator, decider, influencer, user, buyer
Maslows hierarchy of needs
Workshop
- Self actualisation
- Creativity
- Playfulness
- Meaningfulness
- Authenticity
- Vitality
- Self esteem
- Love and belongingness
- Safety and security
- Physiological needs: air, water, food, shelter, sleep, sex
Journal for example:
Attributes - good quality paper, practical size, good price,recycled, logo
Benefits- draw on it, good quality, people that know the brand
Values- how it would make you feel?
Advertising campaign
- Benefits
- Technical
- Social
- Emotional/ personal
- Economic reason - cheap/high end?
CHAIR
Who's gona be the person that buys it?
16th April 2012 Segmentation Audeince / Customer Profiles
Service:
- Pr/advertising companies
- Employers
- Design enthusiasts
Income
Size of household
Gender
Age
Ethnicity/ culture
Consumer demographics
Psychographics
Family life cycle
Things are changing, and people are
spending there money on different things
Drink ( double income no house )
/dinc ( double income no car )
Beanpole families - it will grow
Living above the shop
Useful segmentation Involves
Combining a number if factors - a lot
- Brand image
- Geography
- Technology
- Their market
- Size
- Marketing budget
- Brand image
- Level of innovation
- Sector
- Procurement process
Targeting buyers:
- Gender
- Age
- sector
- Technology
- Seniority
- Geography
Workshop:
Who's our target audience?
- Businesses
- Future employees
- Technology: such as blackberry and iPhone
- Fashion: Popular high street brands
What are their reasons for going
penrose market?
- Searching for new talents
- New products
- New designers
- its an event not just a market
Clients:
Student:
- potential students/ make them want to come to ravensbourne
- creative work for them to see be impressed with
- good advertisement (fresh/young)
Entrepreneurs:
- Looking for talent
- looking to collaborate with
- invite design studios in and award the students
.jpg)
Design businesses:
- Employment
- looking for fresh talent
- invite design studios in and award the students
Local community:
- volunteering
- hipsters/ creative people (people from brick lane, shoreditch etc)
How much income do they have?
How much are they willing to spend?
Who can we serve and market to
effectively?
( how much will we make on items
sold, how many will they buy)
What customers can we satisfy? What
customers will help us market our products and services?
Competition?
( what else is out there )
Second part of workshop - ask
questions about each person
Carry out some enthnography
Look at forums
Talk to people
What do they think of your concept ? Exclusive event instead of a market
Student: (picture)
Entrepreneurs: Paul Ingram
Design businesses:
Local community: Local councillor
Trevor dorling
13th April 2012
Pen rose market
What is the product?
Branding for penrose
Market
- Make an identity
- A proposal
- Journals - what you gona present, how u gna do it
Speak to people that
did it last year
Business
collaborations?
- Thames clipper - free ride
Advertising
Websites
Posters
Flyers
see how they work:
Ibc
Trade shows
Make it an event
instead of a market
- talks?
- student lead training sessions?
- bars?
- especially people who want to come to the uni
- makes it memorable
If we have a wider event with
people who talk and training sessions etc we can rename the event
Access to Big lead
screen
Make the outside memorable with
advertising so people know where the uni is
Purpose:
- To promote to wider audience from in London and out
- Make it an event
- People going to the O2
Market research
- What do other students want?
- Who do they wanna target?
- Surveys
- Sales data - what sold the best? Average spend? Product popularity? What time of the day people buy stuff? What promotions are effected?
Physiological:
- How someone feels?
- Perspiration - lie detective
- Pupil dilation
- Body language
Observation:
Colours
Role play
Loyalty schemes:
- Demographics
- Travel
- When , how much and what you purchase
Online:
- Social media
- Websites
- What u like
- Education
- Sexual preference
- Interests
- Aspirations
- What your friends like
- Where you work
- Your social influence
- Martial status
- Willingness to spend
Neutrality and objectivity:
- Hope they like my idea
- I don't think he could afford buying this product
- That dog smells
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