1. What are the seven Ps of marketing?
Purpose, Product, Public, Price, Place, Position, & Promotion.
2. Why is it important to know the purpose of your event?
Gives you a clear definition of what you want to achieve. Provides clarity and direction when marketing your event. Everyone in the committee is on the same page.
3. What is the purpose of your event? Write down your goals…
Showcase student projects completed over 2020 to the public, and practice hosting an event. Introducing our work to potential employers. To make connections in the industry. Advertising SIT programmes. Critique/feedback. Exposure to the public. Entertainment. Showcase works/celebrate achievements with friends and family. Working as a team. Liasing with stakeholders (sponsors, judges).
4. Why is it important to define your product?
Knowing your product makes it easier to define a target market and market the product appropriately. So everyone knows what they are participating in. Promote yourself and your product.
5. Define your product (see examples page10).
A multi discipline student run event showcasing class projects from 2020, featuring a fashion show, film screening and gallery exhibition. A collection of works.
6. Why is it important to identify your audience?
Money, to make the event catered to people it will be most relevant or beneficial to. To successfully tailor your marketing to the right people. Allowing participants to gain exposure to the right audience or investors.
7. Make a list of all the reasons you think people will come to your event.
Free food, curiosity - it’s a sneak peek into what creative students must complete during their courses, a love of the creative arts, specific interest, looking for employees, scouting for talent, family obligation, thinking about studying, something to do.
8. What are the three target markets?
Primary, secondary and tertiary
9. Why should you concentrate your energy on reaching your primary target audience?
They are the easiest to get to attend as they already have an interest in your event type. Less time and resources are needed. More likely to pay for a ticket if there is a door price. Most beneficial for attendance, more engaged. Most supportive.
10. What is a demographic and psychographic profile and how is this used?
Demographic can refer to age, sex, location of an audience. Psychographic refers to the attitudes, interest or views of an audience.
11. Identify your audience then work out which of the three target markets they fit into:
Primary - SIT tutors, fellow students, family members, flatmates. Sponsors.
Secondary - Investors and people with an interest in film / animation / gaming / fashion / visual arts that haven’t attended previously. Potential employers/Talent Scouts. High school /secondary students (likely to be interested in enrolling in the program)
Tertiary - The general public. Students from main campus.
12. Complete the questions about your target markets (see page11)
• What is their age range and gender? 18-35
• Where do they work? Creative industries
• Where do they live? Locally, Regionally, Nationally.
• What is it about your work that interests them? Supporting local artists.
• What are their interests? Community work, fashion, digital art, film
• What do they read, listen to and watch? Movies, cartoons, comics, video games
• What type of images appeal to them? Advertisement trends, 80s nostalgia etc. Avant garde
• What language do they speak? English, Maori
• What else have they attended? Previous years Think and Create events, gallery exhibitions, fashion shows, gaming conventions (Armageddon, NZGDC, Comic-con etc)
• Will their contact information be on someone’s database? NZ Govt Covid-19 tracing
13. Why is your choice of venue/place important?
Location is on campus, adding relevancy to the event. It's also free. Must be easy access, readily available car parking. Suitable for the event type, well known area, well lit, good first impression. Public toilets. Well controlled climate. Behind the scenes accessibility. Appropriate food service facilities, alcohol control, front of house, security. Internet access.
14. Consider and answer Nicolau’s questions about choosing a venue (see page13)
Primary market will be familiar with the venue as it will be on campus, which they are likely to know the location of. The venue is also wheelchair accessible and has nearby parking, which will make the event accessible to a wider audience. The expectation set by the venue will be somewhat high as it will be held in a recognised gallery space and theatre. Facilities include bathrooms, seating, refreshments and adequate heating. The audience will need to be informed about any extra protocols if the event takes place within COVID level 2. Attendees will be Informed of expectations and rules at the start of the event. The event will be Health and Safety compliant by not exceeding the seat limit of the theatre, and making sure social distancing and contact tracing protocols are upheld if necessary. Catering will be fully provided to the attendees, including food and beverages. All equipment will be supplied on venue.
15. Why is understanding the position of your product in the market important?
Making sure events aren't double booked on the same or close by dates will allow for a larger audience, as Think and Create won’t be competing against any other events.
16. What is the position of your product in the market? How is this opportunity different from others offered?
Fairly unique in terms of being the major tertiary education provider in Invercargill, it’s a once per year event showcasing student projects only from 2020. Combined exhibition and screening night with awards.
What will be the point of difference?
The event is student run, with finished projects despite the pandemic. Multi-discipline(fashion+digital arts)
17. What is a SWOT analysis? How does this help to promote your event?
Strengths (advantages from within the group), Weaknesses (disadvantages within the group), Opportunities (advantages external to the group), Threats (disadvantages external to the group). Working these out ahead of time means you can pre-empt a lot of issues that might come up during planning.
18. What are the strengths of your event?
Students are organising it, held on campus,
19. What are the weaknesses of your event?
Student motivation, combining two major events into a single one
20. What are the opportunities associated with your event?
It’s around enrolment time for next year/graduation, exposure for next year’s plans.
21. Identify potential threats to your event.
Covid-19 lockdown, disorganisation, lack of willing sponsors due to recession.
22. How will you promote the event? What publicity is available for free? List all publicity avenues—identify the various media angles and the most appropriate to receive your release. Be realistic and consider each avenue in terms of your target market.
23. Why is it important to write an effective media release?
It is important to write an effective media release in order to encourage journalists to cover and promote the event.
24. How long should your release be?
Typically around one page
1-2 pages for a news reporter
1-3 pages for a feature journalist
Couple of paragraphs for a website
2-3 sentences for a what’s on guide
One sentence for a sound bite on radio
25. Why are headlines important?
They catch people’s attention and make them want to start reading the article.
26. Where should your main point be and why?
All the most important information should be in the first paragraph of the media release.
27. Why should your media release be free from jargon?
So, anybody not just certain groups of people or professions can understand the media release.
28. Why is it important to understand your target market in respect to who you send your release to?
It is important to understand the market and the people who the media release is sent to as different markets will want to know about different angles of the event.
29. What photographic images could you include with your release and why?
Photos of the group organising it, the location it will be held, sneak peek of something submitted to the event, guest speaker/judges.
30. Why should you always follow up your media release?
This is needed to make sure that the media release was received and to ask them if they have any questions or queries concerning the media release and to ask if they require more information retaining to the event
31. How should you follow up your media release?
32. What is a media kit, what does it include and when would you use it?
Purpose, Product, Public, Price, Place, Position, & Promotion.
2. Why is it important to know the purpose of your event?
Gives you a clear definition of what you want to achieve. Provides clarity and direction when marketing your event. Everyone in the committee is on the same page.
3. What is the purpose of your event? Write down your goals…
Showcase student projects completed over 2020 to the public, and practice hosting an event. Introducing our work to potential employers. To make connections in the industry. Advertising SIT programmes. Critique/feedback. Exposure to the public. Entertainment. Showcase works/celebrate achievements with friends and family. Working as a team. Liasing with stakeholders (sponsors, judges).
4. Why is it important to define your product?
Knowing your product makes it easier to define a target market and market the product appropriately. So everyone knows what they are participating in. Promote yourself and your product.
5. Define your product (see examples page10).
A multi discipline student run event showcasing class projects from 2020, featuring a fashion show, film screening and gallery exhibition. A collection of works.
6. Why is it important to identify your audience?
Money, to make the event catered to people it will be most relevant or beneficial to. To successfully tailor your marketing to the right people. Allowing participants to gain exposure to the right audience or investors.
7. Make a list of all the reasons you think people will come to your event.
Free food, curiosity - it’s a sneak peek into what creative students must complete during their courses, a love of the creative arts, specific interest, looking for employees, scouting for talent, family obligation, thinking about studying, something to do.
8. What are the three target markets?
Primary, secondary and tertiary
9. Why should you concentrate your energy on reaching your primary target audience?
They are the easiest to get to attend as they already have an interest in your event type. Less time and resources are needed. More likely to pay for a ticket if there is a door price. Most beneficial for attendance, more engaged. Most supportive.
10. What is a demographic and psychographic profile and how is this used?
Demographic can refer to age, sex, location of an audience. Psychographic refers to the attitudes, interest or views of an audience.
11. Identify your audience then work out which of the three target markets they fit into:
Primary - SIT tutors, fellow students, family members, flatmates. Sponsors.
Secondary - Investors and people with an interest in film / animation / gaming / fashion / visual arts that haven’t attended previously. Potential employers/Talent Scouts. High school /secondary students (likely to be interested in enrolling in the program)
Tertiary - The general public. Students from main campus.
12. Complete the questions about your target markets (see page11)
• What is their age range and gender? 18-35
• Where do they work? Creative industries
• Where do they live? Locally, Regionally, Nationally.
• What is it about your work that interests them? Supporting local artists.
• What are their interests? Community work, fashion, digital art, film
• What do they read, listen to and watch? Movies, cartoons, comics, video games
• What type of images appeal to them? Advertisement trends, 80s nostalgia etc. Avant garde
• What language do they speak? English, Maori
• What else have they attended? Previous years Think and Create events, gallery exhibitions, fashion shows, gaming conventions (Armageddon, NZGDC, Comic-con etc)
• Will their contact information be on someone’s database? NZ Govt Covid-19 tracing
13. Why is your choice of venue/place important?
Location is on campus, adding relevancy to the event. It's also free. Must be easy access, readily available car parking. Suitable for the event type, well known area, well lit, good first impression. Public toilets. Well controlled climate. Behind the scenes accessibility. Appropriate food service facilities, alcohol control, front of house, security. Internet access.
14. Consider and answer Nicolau’s questions about choosing a venue (see page13)
Primary market will be familiar with the venue as it will be on campus, which they are likely to know the location of. The venue is also wheelchair accessible and has nearby parking, which will make the event accessible to a wider audience. The expectation set by the venue will be somewhat high as it will be held in a recognised gallery space and theatre. Facilities include bathrooms, seating, refreshments and adequate heating. The audience will need to be informed about any extra protocols if the event takes place within COVID level 2. Attendees will be Informed of expectations and rules at the start of the event. The event will be Health and Safety compliant by not exceeding the seat limit of the theatre, and making sure social distancing and contact tracing protocols are upheld if necessary. Catering will be fully provided to the attendees, including food and beverages. All equipment will be supplied on venue.
15. Why is understanding the position of your product in the market important?
Making sure events aren't double booked on the same or close by dates will allow for a larger audience, as Think and Create won’t be competing against any other events.
16. What is the position of your product in the market? How is this opportunity different from others offered?
Fairly unique in terms of being the major tertiary education provider in Invercargill, it’s a once per year event showcasing student projects only from 2020. Combined exhibition and screening night with awards.
What will be the point of difference?
The event is student run, with finished projects despite the pandemic. Multi-discipline(fashion+digital arts)
17. What is a SWOT analysis? How does this help to promote your event?
Strengths (advantages from within the group), Weaknesses (disadvantages within the group), Opportunities (advantages external to the group), Threats (disadvantages external to the group). Working these out ahead of time means you can pre-empt a lot of issues that might come up during planning.
18. What are the strengths of your event?
Students are organising it, held on campus,
19. What are the weaknesses of your event?
Student motivation, combining two major events into a single one
20. What are the opportunities associated with your event?
It’s around enrolment time for next year/graduation, exposure for next year’s plans.
21. Identify potential threats to your event.
Covid-19 lockdown, disorganisation, lack of willing sponsors due to recession.
22. How will you promote the event? What publicity is available for free? List all publicity avenues—identify the various media angles and the most appropriate to receive your release. Be realistic and consider each avenue in terms of your target market.
23. Why is it important to write an effective media release?
It is important to write an effective media release in order to encourage journalists to cover and promote the event.
24. How long should your release be?
Typically around one page
1-2 pages for a news reporter
1-3 pages for a feature journalist
Couple of paragraphs for a website
2-3 sentences for a what’s on guide
One sentence for a sound bite on radio
25. Why are headlines important?
They catch people’s attention and make them want to start reading the article.
26. Where should your main point be and why?
All the most important information should be in the first paragraph of the media release.
27. Why should your media release be free from jargon?
So, anybody not just certain groups of people or professions can understand the media release.
28. Why is it important to understand your target market in respect to who you send your release to?
It is important to understand the market and the people who the media release is sent to as different markets will want to know about different angles of the event.
29. What photographic images could you include with your release and why?
Photos of the group organising it, the location it will be held, sneak peek of something submitted to the event, guest speaker/judges.
30. Why should you always follow up your media release?
This is needed to make sure that the media release was received and to ask them if they have any questions or queries concerning the media release and to ask if they require more information retaining to the event
31. How should you follow up your media release?
32. What is a media kit, what does it include and when would you use it?
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