Chapter 13 Promotion And Public Reletions รศ.ดร.เสรี วงษ์มณฑา

Marketing communications mix. Review marketing plan and objectives Develop promotional plan Determine promotional plan and budget Integrate promotional activities advertising direct marketing Sales promotion PR/publicity Personal selling Monitor and evaluate promotional program against marketing objectives 2/15

Advertising Internet advertising Print advertising Radio advertising Television advertising Direct mail advertising Display and signage Brochures and filers Advertising collateral 3/15

Promotional events and trade shows Consistency of the activity with the overall marketing direction of the organisation Level of exposure to be achieved by attendance at an event, or sponsorship of an event Matching of attendees to an organisation’s target market Available financial resources 4/15

PUBLIC RELATIONS AND PUBLICITY There are different types media release: Backgrounder – providing general information about the event, history, previous success, etc. Press release- story, newsworthy information Media alert – invitation style alert to the fact that the event is imminent 5/15

Guidelines for preparing a press release There must to be something newsworthy to appeal to the reader in the first two sentences All the facts must be covered The press release should be short and to the point Layout is extremely important Contact details should be provided Photographs should be captioned 6/15

There should be no errors in grammar or spelling Quotes from senior staff and stakeholders (including sponsors) must be included If the press release is promoting an event, it should describe all potential benefits for the audience An action ending for booking or registering should include all necessary information The style of writing should be appropriate for the targeted publication There should be no errors in grammar or spelling 7/15

The entertainment of guests and VIPs Attentive to the needs and expectations of your guests Mindful of their cultural expectations Flexible in your response to their behavior Informative and helpful as a host Proactive in designing hosting situations to meet the required protocol Able to make easy conversation 8/15

The effective multicultural host Be respectful Tolerate ambiguity Relate well to people Be non-judgemental Personalise their observations (not make global assertions about people or places) Show empathy Be patient and persistent 9/15

Situations in which an event manager might become involved in public relations Making travel arrangements by telephone or email Meeting and greeting at the airport Providing transport Running meetings Entertaining at meals Entertaining at events Providing tours and commentary 10/15

Lead a small group around a venue or an event Plan the tour so that enough time is allocated to see everything Advise your guests of your plan, however informal the group Make sure that there is time for a break and refreshments Provide maps so that people can get their bearings Pause frequently so that the guests can ask questions Be gracious–questions are never trivial or stupid 11/15

Make sure that everyone can see and hear Treat everyone equally Speak slowly and at appropriate volume be patient and speak positively Be flexible and change plans if necessary Be attentive to fatigue or boredom and accelerate the tour if necessary 12/15

PROMOTIONAL ACTION PLANS Objectives and nature of the activity Budget availability Public relations implications. Staffing requirements and briefings Availability of brochures and other promotional materials Equipment requirements Contracting of other services (e.g. display) 13/15

Strategies to ensure maximum benefits Travel arrangements Strategies to ensure maximum benefits Possible co-operative approaches (proactive or reactive) need for external assistance Fulfilment of administrative and procedural requirements Available technology Potential e-commerce opportunities 14/15

Chapter 13 Promotion And Public Relations - The End -