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SEM1 4.02 A - Promotion

SEM1 4.02 A - Promotion. PE - Employ sales-promotion activities to inform or remind customers of business/product PI - Maximize/Capitalize on celebrity’s appearance at an event. A few fashionable celebrities. Why use celebrities in SEM.

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SEM1 4.02 A - Promotion

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  1. SEM1 4.02A - Promotion • PE - Employ sales-promotion activities to inform or remind customers of business/product • PI - Maximize/Capitalize on celebrity’s appearance at an event

  2. A few fashionable celebrities

  3. Why use celebrities in SEM • Celebrity appearances are used more often today than ever before especially for opening of venues • Main purpose is for promotion and raising awareness of your event with your target market • It also generates more excitement, buzz & attendance • But, your target market must match the celebrity • Example: If you have a night club that wishes to attract younger crowds, you would choose TV personalities or pop stars to attend your opening • A famous face will bring lots of publicity and draws the interest of local media and the general public • This helps to guarantee a successful opening

  4. Types of events • Opening of a venue • Signings at a meeting or event • Charitable events • Recognition or award events • Introduction of new team members, etc.

  5. How to maximize celebrity appearances • Book the celebrity well in advance of your event to allow flexibility • Celebrities require more hand-holding, so understand & agree what is expected by both sides • Prepare in advance • Provide the celebrity with a list of benefits such as location, press coverage, good will, fee and any charity that may be involved • Obtain and approve the charity you wish to link with – finalize the details • Secure sponsors to assist in paying for the celebrity

  6. How to maximize celebrity appearances • Work closely with their manager or agent • Describe the audience & type of message they may be interested in – avoid conflicts – make sure the celebrity is correct for your attendees/target market • Obtain information about any “riders” required and make sure you can handle them • A rider is a contract that specify what amenities should be provided to the celebrity when they attend an event, e.g., dressing room preferences, type of food, transportation, hotel, etc. • Assign a point person that will handle all aspects of the appearance…the go to person! • Set a production schedule and “stick to it” • Don’t forget about the celebrity’s crew, make them feel good! Have a great time!

  7. SEM1 4.02 Activity • Students working in pairs, must select any SEM event that may require publicity & attendance. Describe the target market!!! • Students must select a celebrity that will attend the event (project to be produced in PPT format) • Provide a production schedule for the event that includes what/when/how about the celebrity • Include details about any celebrity “riders” • Students must select a charity to link with & that will appeal to their target market • Provide details about any charity involvement or revenue • Students must include 3 sponsors (different levels) for the event & that will appeal to their target market • Provide details about what/when/how the sponsors will do at the event • Students must create an ad (their choice of type) that will promote the event, celebrity, sponsors and charity

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