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ASIS INTERNATIONAL Chapter Event Marketing

ASIS INTERNATIONAL Chapter Event Marketing. prepared by. EVENT MARKETING. Marketing fundraisers and other events has always been a challenge for volunteer organizations. EVENT MARKETING. In the current economic climate this daunting task becomes even more difficult.

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ASIS INTERNATIONAL Chapter Event Marketing

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  1. ASIS INTERNATIONALChapter Event Marketing prepared by

  2. EVENT MARKETING Marketing fundraisers and other events has always been a challenge for volunteer organizations

  3. EVENT MARKETING In the current economic climate this daunting task becomes even more difficult

  4. EVENT MARKETING There are a number of things to do in order to have a successful event. The first thing to do is solidify the program, the date, time and location.

  5. EVENT MARKETING The next step is to market the event

  6. EVENT MARKETING You must convey the four W’s to potential customers Who What When Where

  7. EVENT MARKETING • WHO • Who should attend • Who will be speaking/teaching/performing • Who do you contact for information/reservations

  8. EVENT MARKETING • WHAT • What is the event • What will be the benefit to attending • What should customer bring to event • What will customer take away from event

  9. EVENT MARKETING WHEN Date(s) Time(s)

  10. EVENT MARKETING The more lead time you give potential customers the more attendance/sales you will have.

  11. EVENT MARKETING Successful chapters market recurring events such as golf tournaments and seminars for the next year the day after an event is over!

  12. EVENT MARKETING • WHERE • Event location • Building(s) • Room(s) • Parking location • Where to send registration or money

  13. EVENT MARKETING Records of donors and attendees for past events provide the leads for marketing future events. Normally at least half of prior donors will donate again!

  14. EVENT MARKETING Types of Events • Fundraisers • Seminars • Awards Presentations • Social & Networking Events

  15. EVENT MARKETING • Fundraising ideas • Golf Tournaments • Seminars • Barbecue / Chili Cook-offs • Silent Auctions • Raffles • Law Enforcement Appreciation Events

  16. EVENT MARKETING Information on the event should go out in several formats • Announcements at meetings • Email blasts • Mailers – Postcards and Brochures • Notice on Chapter and Region websites • Ad in Chapter and Region Newsletters

  17. EVENT MARKETING Marketing pieces must be sent out in several waves! Start as soon as the date, time and program have been finalized and stop the day before the event

  18. EVENT MARKETING Maximize profit and increase interest. At a golf tournament you should: Sell Mulligans Organize a silent auction of donated items Have as many door prizes as possible Have a putting contest Have a hole-in-one car giveaway Have a closest to the pin award Have a longest drive award Have a drink cart to sell extra beverages that were donated Get a video vendor to take free pictures of golfers

  19. EVENT MARKETING At a Law Enforcement Appreciation Event you can: • Sell Tables to groups – you’ll sell far more tickets than selling individual seats. Buyers then donate tickets to officers, friends, family and clients • Have silent auction of donated items – firearms are especially popular and profitable • Sell extra beverages that were donated

  20. EVENT MARKETING At a Law Enforcement Appreciation Event you can: • Have local hotels donate rooms for the night – give to visiting VIPs, Officer(s) of the year, etc. • The goal is to have local police and sheriff’s officers come have a good time with their spouse/guest, feel appreciated and not spend a dime to do so!

  21. EVENT MARKETING • Enlist other groups to help market • Get mailing lists, email addresses from groups with overlapping membership with ASIS • Examples: • Crimestoppers • Colleges and Universities • Fraud Examiners • Private Investigators • Private Security Associations • Neighborhood Watch

  22. EVENT MARKETING • The keys to a successful event: • Establish date, time, program and location • Get the word out early • Get the word out in many formats • Repeat the message by resending in all formats • Enlist other groups to help promote the event • Execute the event plan perfectly so attendees will have a good time and want to return!

  23. Good luck with your event!

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