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Welcome to the kcbs Marketing Boot Camp

Welcome to the kcbs Marketing Boot Camp. Presented By: Mike McCloud President & CEO MMA Creative. ABout MMA Creative. 20-year old full-service advertising agency based in TN Became Official Agency of the KCBS in 2007 Three major objectives for KCBS: Build the KCBS Brand

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Welcome to the kcbs Marketing Boot Camp

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  1. Welcome to the kcbs Marketing Boot Camp Presented By: Mike McCloud President & CEO MMA Creative

  2. ABout MMA Creative • 20-year old full-service advertising agency based in TN • Became Official Agency of the KCBS in 2007 • Three major objectives for KCBS: • Build the KCBS Brand • Grow KCBS Membership • Bring on National Partners • Launched the Great American BBQ Tour (now in 4th year) • Launched a food-related division (Trybe Targeting) in 2010

  3. Basic Training: Today’s ExerciseS • The Fundamentals • The (Social) War Arena • The New Art of War • Battle-Tested Solutions • Get Your “Recon” Face On

  4. Fundamentals: Growth of BBQ • More than 74 million people enjoy BBQ each year • 3 out of 4 Americans own a grill • More than 15 million people attend BBQ events • Total number of KCBS events grew by 13% in 2010 • Total KCBS membership grew by 22% in 2010

  5. Fundamentals: The KCBS Universe • More than 5,000 competition BBQ teams • Almost 15,000 official members • Almost 20,000 BBQ judges have been certified • More than 50,000 active enthusiasts involved in our events • About $3 million awarded in prize money • Anticipating about 350 sanctioned contests in 2011 • The KCBS network represents a $250,000,000 industry.

  6. Fundamentals: Demo info Knowing your audience allows you to better align your event with potential partners. • KCBS Membership • 85% Male; 15% Female • 80.6% Married • 33.5% Aged 45-54 • 51.9% Have College Degrees • 41.7% Avg. Income of $100,000+ • BBQ Event Attendees • 53% Male; 47% Female • 80.7% Married • 33% Aged 45-54 • 24% Have College Degrees • 18% Avg. Income of $100,000+

  7. Fundamentals: Impact of an event • Festival of Discovery • Greenwood, South Carolina • 20,000 estimated attendance • Avg. 2.5 people per group • $105.00 average expenditure per group • 1,256 Hotel Rooms Sold • $58,800 in direct tax revenue • $1,066,330 in total economic Impact

  8. Fundamentals: Impact of BBQ Teams • Competition meats: chicken, pork ribs, pork butt/shoulder, brisket • Food essentials (since they tend not to eat the BBQ) • Water, Soft Drinks, & Beer • Aluminum Foil, lighter fluid, charcoal, gas • Butter, Honey & other sweeteners • Seasonings to experiment/practice with • Sanitary gloves, table ware, wet wipes, misc 31% spend $200-400 per contest

  9. The Social (War) Arena In the past 4 years, it has changed. Drastically. • Fact #1: passive sponsorship is dead • Fact #2: traditional advertising is dead • Fact #3: today’s society doesn’t want another “event”

  10. The New ArT of War: When the paradigm changes, you must change YOURS! Rule #1 – Partner integration Rule #2 – Social media activation Rule #3 – create the “Me-vent”

  11. The new art of war: “Me-vents” EngagE. . . entertaiN. . . educate. . .

  12. The New art of war: “Me-Vents” • Giveaway Promotions • Food Sampling • On-site Contests • Product Demos • BBQ Pro Tips / Interviews In Other Words ... Get Your Partners & Patrons Involved!

  13. Examples of Me-vents

  14. Battle-Tested solutions: The Rancher’s Reserve Beef Cup • Integrated into 9 KCBS Events • Awarded $22,000 in additional prize money • Provided teams with competition brisket • Key Benefits: • Professional product testing / sampling • New customer development for sponsor • More consumer/pro awareness

  15. Battle-tested solutions: The Kingsford Points Chase • Integrated into 17 KCBS Events • Awarded $42,000 in Additional Prize Money • Key Benefits: • Increased team participation at events • Distinct connection with brand and teams • More awareness for consumers / pros

  16. Battle-tested solutions: The sam’s club bbq bash • Tested at parking lot in Midwest City, Oklahoma • Awarded $25,000 in Prize Money for top 25 teams • Key Benefits: • Drove more sales of strategic BBQ products • Connected consumers at Club with BBQ experts • Pilot for a national club series

  17. Partner assurance: Post-Event Recaps • Attendance Numbers • Distribution of marketing materials • How Many Food Samples Given Out • Media Engagement • Product Demonstrations • Media Impressions: Online/Traditional/Social • Event Highlights & COE’s Remember: Show Partners The Value of Their Investment!

  18. Get Your “Recon” Face On “If You Build It… Yes, They Will Come!” Research It, Promote It, Integrate It, Test it, Tweak It, Tweet It & Nurture It…….

  19. Reconnaissance Game Plan: • PR Initiatives • Pre-Event • Press Releases/Media Advisories • Social Media • Event Listings • Local Media • During • Social Media • On-site Media Engagement • Post-Event • Follow-up press release • Social Media • Advertising • Posters • Local Businesses • Fliers • Traditional Media • Radio/TV • On-site Remotes • Newspapers • Facebook Ads • Inexpensive • Targeted

  20. Recon intel: Twitter • Free promotional “blog” service • Uses “Tweets”: 140 characters or less • ReTweet: (RT) Sharing another user’s Tweet • Hash tag: (#) used to create a conversation ... Create one for your event! • Trending Topics: Popular conversations • Mentions/Replies: (@) refer to another Twitter user/ respond to their Tweet • Followers/Following: Who you listen to/Who listens to you Don’t Just Join the Conversation ... Start or BE the Conversation!

  21. Recon intel: FaceBook • Fan Pages • Create a following • Communicate / create Buzz • Share stories and Pictures • Ads • Target ideal consumers / attendees • Promote page • Promote events • Events • Invite • Promote • Insights • Page views • Post views • Trends

  22. Recon intel: Social Mention You’ve been “liked” on Facebook ... You’ve Tweeted ... Now What? Track it with Social Mention, a free service that tracks your impressions on the internet, from blogs and Tweets to YouTube videos and Facebook posts.

  23. Recon intel: MONEY SHOTS

  24. A BootCamp Hoo-aH • SUCCESS Is Within Your Reach! • Remember the 3 E’s of Me-Vents • Engage • Entertain • Educate • Use your entire Arsenal • Be proactive in all promotions • Use traditional & social media • Support your Partners before, during and after the event!

  25. THANK YOU ! AT EASE ! Any questions?

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