MARKETING, PROMOTION & PUBLICITY CHECKLIST

Marketing Plan Should Answer These Questions

 Is there demand for this meeting
 How many similar events are held? Where?
 Can you effectively compete in price, quality and delivery?

Marketing Plan Should Include

 Target Market Analysis
 Competitive Analysis
 Goals and Objectives
 Marketing Budget
 Promotional Strategy
 Measures of Success

Integrated Marketing May Include

 Advertising (Print, Broadcast)
 Internet (EMAIL MAILING LISTS, NEWSGROUPS, WEB SITES, BANNER ADS)
 Promotions (Direct Mail Brochures, Flyers, Postcards; Contests, Giveaways)
 Publications (Magazines, Newsletters, Newspapers, Directories)
 Sales (Telemarketing, Direct Sales)
 Sponsorships (Events, Organizations, Publications)

Market Research Should Reveal

 What are the opportunities?
 What are the threats?
 Who are the past attendees and potential attendees?
 Why will they want to attend your meeting? (networking, education, purchasing)
 What are their demographics? (geographic distribution, job titles, purchasing power, etc.)
 What other types of meetings do they attend? (when, where and what cost)
 Is your meeting competitive with those events?
 Where do they get their information?

To Prepare a Promotional Budget

 Review amount spent on promotion of previous meeting.
 Poll organizations with similar-size meetings for average promotional expenditures.
 Estimate costs for each promotional tool based on estimates from suppliers.
 Estimate promotion budgets of other successful meetings.
Piano Technicians Guild, Inc.
4444 Forest Ave.
Kansas City, KS 66106-3750
Phone: 913-432-9975
Fax: 913-432-9986
www.ptg.org
  Decide of you want to match or exceed expenditures of other successful meetings.

Promotion Plan Should

 Define key messages (selling points) for each target audience.
 Identify promotional materials and activities that will deliver the message.
 Map out timeline for producing and delivering materials.
 Reinforce organization’s brand identity.

Press Release Mailings

 Press Releases Tailored to each Media Outlet
 Up-to-Date Media Mailing List
 Press Kit Available Online
 Follow-Up Mailings with Phone Call to Contacts

Printed Materials

General
 Budget Sensibly
 Include All Printed Material
 Solicit Print Bids

Materials Distributed Before and During Meeting

 Letters, Postcards, Flyers and Brochures
 Pre-Registration and Housing Forms
 On-Site Registration Forms
 Invitations to VIPs, Private Receptions, etc.
 Official Programs of the Meeting
 Badge Holders and Paper Stock
 Evaluation Forms
 Session Handouts/Proceedings
 Tickets
 Registration Lists

Using Web Sites Effectively

 Work with a Pro
 Weave Your Section in Seamlessly
 Keep is Simple
 Tie in to Promotional Material to Support or Corroborate Features and Benefits

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From The Convention Industry Council Manual, 7th Edition, © 2000, 2005 by the Convention Industry Council
ALL RIGHTS RESERVED
  Make Navigation Easy
 Be Consistent in Details
 Reward Visitors with Added Value
 Update Information Regularly
 Encourage Visitors to Register
 Add Bells and Whistles for a Reason
 Promote Future Meetings
 Copyrights, Disclaimers and Disclosure

Online Advertising
 Industry Publications
 Trade Associations or Affiliated Organizations
 Vertical Portals That Serve Industry
 Convention and Visitors Bureau for Meeting Destination
 Event Sites That List Meetings, Conventions and Exhibitions
 LinkExchange Banner Network

Distribute Email Newsletter

 Meeting Information
 Show Daily News
 Post-Show Reports
 Industry News
 Educational Articles

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From The Convention Industry Council Manual, 7th Edition, © 2000, 2005 by the Convention Industry Council
ALL RIGHTS RESERVED