Keeping the Event in Event Marketing - Air Jordan 11 Heels

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Ten years ago, trade spending was seen by brands as a very inefficient way to build market share and, more importantly, it was viewed as a dark hole with few control processes Nike Dunk Heels. Today, trade spending is a highly-audited area and, as a result, the level of performance compared to dollars spent has increased dramatically.

Although its not fair to say event marketing today has the same issues as trade spending of years past, they are similar in the awareness that spending is not always as effective as it could be and the ability to learn from it is still underdeveloped Air Jordan 11 Heels. Compounding this is the ever-growing issue surrounding product safety and the need to ensure the consumer is 100% safe when interacting with and using the product.

In the next three to five years, more brands will employ the strategy referred to as integrated trade marketing Jordan Heels 2012. This means every element of the brand marketing message is intertwined with how funds are allocated.

Those programs that have the greatest ability to support multiple initiatives will be those that have the greatest ability to be funded Air Jordan 12 Nike Heels. Event marketing programs, by their very nature, have the ability to bring the advertising message and the marketing goals together.

As mentioned at the beginning of this report, with the decline of traditional advertising, the more a brand can find a way to deliver their advertising message to the customer, the more successful theyll be in retaining or building their brands equity.Recommended Next Steps:Review your event marketing programs and ask yourself the following questions:1. What are the total direct costs of my programs 2. What are the total indirect costs of my programs (Include labor and resources used to help plan, run and evaluate the program).3. How confident am I that the program was executed as I had planned 4. What makes me feel confident or not confident about my programs5. Am I completely confident that none of my samples, promotional materials, or information wound up in the hands of competitors or was misused in some manner6. How could my programs be perceived by a blogger who had an issue to fight with our company7. What are the safety risks involved in my program and how good are the safeguards8. What would I do if the news media picked up on something negative about the programs I run9. Do my event marketing programs play well in distant markets How do I know this10. How confident am I in being able to substantiate my ROI for an event marketing program with my managers11. Do event marketing programs create more work and issues for me than other types of programs I work on Why12. What is the best use of my time13. What steps can I put in place to ensure my total advertising message comes off exactly as I had planned14. What steps do I need to do to make sure I meet or exceed my annual goalsYour Next Steps:Evaluate the event marketing programs you have run in the past and assess their results compared to other forms of marketing youve done.Assess the role event marketing programs play in your advertising / marketing mix.Establish benchmarks regarding the return on investment you want to achieve from each of your advertising and marketing programs.Interview an industry-leading event marketing audit company to assist you in your next program. Case Study Findings:The review audit process has already been used successfully by major CPG companies. ICC / Decision Services is an expert in the audit process. Below are key findings from a cross-section of audits: Food Safety: An audit of 500 food demonstrations across the US in supermarkets and mass merchants found that 23% were not wearing gloves while serving the food. Additionally, 55% did not have hairnets or hats and 9% had cross contamination issues with serving utensils. The findings proved the agency used was not capable of executing events in a safe manner. Program Execution: A sample audit of 10% of 2000 events showed less than 60% actually ran on the requested date. Furthermore, of those that did run, more than 50% were out of compliance due to expensive POS materials not being available. Brand Image: An audit conducted to measure the performance of a major program geared to Hispanic consumers found significant issues. More than 25% surveyed stores were found to be in non-compliance and 30% of the staff did not even speak Spanish. The result of this program is the manufacturer was not able to achieve the improvement in their brand image they were expecting from the program. Long-Term Programs: Below are the findings from a program audited by ICC / Decision Services. This program was executed by a promotional agency on behalf of a CPG company. The objective was to gain trial for a major breakfast cereal.

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