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Objectives, Strategies, Tactics and Research

Objectives, Strategies, Tactics and Research. Creating the Event and IMC Map. Oh, Miley. Is any publicity, good publicity?. Kick the Habit. Shock Advertising. On the agenda today:. Define objectives How to set SMART goals/objectives Define strategies and tactics

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Objectives, Strategies, Tactics and Research

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  1. Objectives, Strategies, Tactics and Research Creating the Event and IMC Map

  2. Oh, Miley. Is any publicity, good publicity?

  3. Kick the Habit Shock Advertising

  4. On the agenda today: Define objectives How to set SMART goals/objectives Define strategies and tactics Research types and methods Class event project kickoff!

  5. Objectives An objective is the goal an organization wants to achieve. A single event can have multiple objectives, and single events within a multi-day event can each have a different objective.

  6. Assess Before Creating Objective Why- the purpose of the event Who- the audience Where and When- logistical parameters What- context and content How and How Much- resources required and resource allocation (Silvers, 2012)

  7. SMART Your objectives must be SMART! Specific Measureable Assignable Realistic Time sensitive/time related

  8. SMART Specific- who, what, when, where and why Measurable- how much, how many Assignable- you must be able to task someone to accomplish the objective Realistic- can you achieve it with time and resources available Time specific- put a timeframe on the goal

  9. Compare We will increase attendance at our event next year. We will increase our target audience attendance at our event on February 12, 2014 by 10% over the same event attendance last year to increase corporate reach.

  10. Strategies and Tactics • Strategy- plan the course of action to achieve your goal • Tactic- the specific action steps of the strategy

  11. Back to our example… • OBJECTIVE- We will increase our target audience attendance at our event on February 12, 2014 by 10% over the same event attendance last year to increase corporate reach. • STRATEGY- Host a media blitz to educate the target audience by appearing on multiple entertainment and news outlets, increasing publicity for the event. • Tactic #1: Pinpoint the top morning news, entertainment and evening news shows with target audience viewership to request segment appearances. • Tactic #2: Work with marketing team to develop educational content to be presented on benefits of the conference, ROI of the conference for attendees and information on how to register.

  12. Why is this important? • You must have a specified objective for your event. If you don’t, how will you know if you’re event was successful? • Though they might not share it with you immediately, your employer or client will have an objective for the event. ASK.

  13. Research: Important Piece of the Puzzle

  14. Research • Marketing Research: the planning, collection and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management (McDaniel & Gates, 2008, p. 5) • Descriptive- statements of fact • Diagnostic- explanation of data or actions • Predictive- use the information from descriptive and diagnostic functions to predict future behavior McDaniel, C. & Gates, R. (2008). Marketing Research Essentials. John Wiley & Sons, Inc: Hoboken, NJ

  15. Descriptive vs. Causal Research • Descriptive Studies • Answers who, what, when, where and how • Can show a relationship, but can’t provide convincing evidence that one directly impacts the other • Causal Studies • Investigates if one value causes the value of another variable to show a direct relationship • Dependent and independent variables

  16. Method of Research • Surveys- get facts, opinions, attitudes, etc of participant through direct interaction; orderly and structured • Observations- gains information without direct interaction • Focus Groups- in-depth discussion with a small group of people led by moderator • Experiments- researcher changes one or more variables and observing the effect the change has

  17. Why is this important? Assess! • Research will be a recurring theme through event planning. You will need to research before an event, and research after the event takes place. • Research allows you to get to know your client, understand your attendee, get their input pre and post event and ultimately helps to ensure a successful event.

  18. Back to our example… • OBJECTIVE- We will increase our target audience attendance at our event on February 12, 2014 by 10% over the same event attendance last year to increase corporate reach. • What research needs to be done before and after the event? • Attendance of same event from 2013 • Target audience • Attendance at February 2014 event

  19. Our Class Project!

  20. Your weekly assignment First assignment due this Thursday, January 31st.

  21. For the next class: • Read pages 431- 437 in Silvers • Complete Assignment #1 and have it ready to turn in • Come ready to participate and make our clients feel welcome!

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