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Increase Your Bottom Line Through Brand Promotion

Increase Your Bottom Line Through Brand Promotion. Panelists : Laura Page, CERP Marquee Event Group Austin , Texas Pete Bush, CERP The Meetinghouse Cos. Elmhurst, Illinois Peter Martel, CERP Rain or Shine Tent Co. Randolph , Vermont

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Increase Your Bottom Line Through Brand Promotion

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  1. Increase Your Bottom Line Through Brand Promotion Panelists: Laura Page, CERP Marquee Event Group Austin, Texas Pete Bush, CERP The Meetinghouse Cos. Elmhurst, Illinois Peter Martel, CERP Rain or Shine Tent Co. Randolph, Vermont Rhonda Pedersen Pedersen’s Rentals & Sales Vancouver, BC, Canada Educational Session Sponsors: Alert Management Systems Aztec Tents Seitz, The Fresher Company TopTec Products

  2. Booth #2346 Please remember to thank these educational session sponsors Booth #3720 Booth #3740 Booth #2725

  3. Increase Your Bottom Line Through Brand Promotion Panelists: Laura Page, CERP Marquee Event Group Austin, Texas Pete Bush, CERP The Meetinghouse Cos. Elmhurst, Illinois Peter Martel, CERP Rain or Shine Tent Co. Randolph, Vermont Rhonda Pedersen Pedersen’s Rentals & Sales Vancouver, BC, Canada Educational Session Sponsors: Alert Management Systems Aztec Tents Seitz, The Fresher Company TopTec Products

  4. Creating a Brand Strategy Rhonda Pedersen Pedersen’s Rentals & Sales Vancouver, BC, Canada

  5. Timeline of Delivery Mechanisms 2000 1970 1980 1990 Present Day

  6. 1970s • Magazine ads • Print media • Yellow Pages

  7. 1970s • Magazine ads • Print media • Yellow Pages 1980s • Magazine ads • Print media • Yellow Pages • Trade shows • Radio

  8. 1990s • Product placement using trade associations such as ISES, MPI, PCMA, NACE • Magazine ads and print media • Yellow pages • Website/Internet-based traffic

  9. 1990s • Product placement using trade associations such as ISES, MPI, PCMA, NACE • Magazine ads and print media • Yellow pages • Website/Internet-based traffic • Radio/TV • Tradeshows • Open houses • Charity galas • Press releases

  10. 2000s All that was available in 1990s PLUS • Twitter • Facebook • Blogs • YouTube

  11. Present DayHire someone to manage all of this TIP: If social media isn’t your thing, hire someone to handle it for you. But, make sure your brand is being properly represented by the things you post.

  12. To secure Pedersen’s as THErental supplier for special events and occasions in Vancouver and Seattle • To ensure the Pedersen’s brand is consistently first to mind for all specialty rentals • Create a greater understanding to our consumers of the people behind Pedersen’s and their community involvement 5 Brand Strategy Goals for the Public Relations Company

  13. To ensure the event industry is informed about Pedersen’s, the events and all new and exciting projects • To showcase Pedersen’s innovative and original approach to events 5 Brand Strategy Goals for the Public Relations Company TIP: It is important to create a scope of work/timeline and approach.

  14. Scope of WorkInternal and External

  15. External – PR Firm • Post all news on Facebook and Twitter 2 x per week • Create an industry events blog as part of the Pedersen’s website • Support with marketing and advertising opportunities

  16. External – PR Firm • Support with designing the communication materials as per the company branding • Assist with the planning and promotion of a spring open house • Create 2 e-newsletters: one in the spring and one in the fall

  17. Continue to Interact with customers using industry meetings, local charity and website • Feed all outcomes of industry meetings, local charity and website to PR Firm at least 1x per week based on activity • Brainstorm subjects for industry blogs • Help come up with content for 2 e-newsletters Internal

  18. Send event photos if possible and wherever possible to PR firm for posting • Send product information and new items to PR firm for posting • Maintain email list for e-newsletters • Provide proper logos to charity organizations for proper recognition Internal

  19. TIP: You must feed all information to PR firm as quickly as it comes in so they can manage it appropriately when they do their postings.

  20. Creating a Brand Strategy Question and Answer

  21. Working with Local and Industry Media Pete Martel, CERP Rain or Shine Tent Co. Randolph, Vermont

  22. Who is your target market? • This is important to focus your campaign • What do these people consider local? • Fellow vendors - caterers, florists, lighting companies

  23. What is Media? • Definition - the main means of mass communication • Newspaper, Radio, TV, Web, Email • It can also includes road signs, banners, billboards, social media, etc. • What is local? • Town, City, County, Region, State, etc. • You want to be where your clients are going to look!

  24. Reputation • This is your most valuable asset • This becomes your brand • This is how you are defined in the eyes of your perspective clients and fellow vendors • This is what you are going to build using media, fellow vendors, and word of mouth

  25. How does this increase bottom line? • Your brand is inserted to where your clients will look • They see it over and over again • The result is that you define what your clients are looking for…. they will hire you. • It is about an efficient match and targeting the prospects most likely to hire you. Your advertising budget will go down per booked client.

  26. Working with Local and Industry Media Question and Answer

  27. Applying For and Publicizing Awards Laura Page, CERP Marquee Event Group Austin, Texas

  28. Industry Awards – Why Apply? • Awards serve as a marketing function , they can be your #1 marketing tool to help your company gain recognition and exposure on a Local, State, National and International level • Being nominated gets you publicity • Winning takes you over the top!

  29. Where To Look? What Types of Awards Are Out There? Industry Literature Special Events Magazine Gala Awards - Top Rental Company, Best Achievement in Rental Support Event Solutions Magazine Spotlight Awards - Event Rental Company of the Year Other Publications

  30. Where To Look? What Types of Awards Are Out There? Memberships American Rental Association President’s Image Award NACE Event Support Professional of the Year ISES Espirit Awards, Member Lifetime Achievement AWEC (Austin Wedding and Hero Award, Most Valuable Vendor, Event Professionals) Creative Excellence Other Associations

  31. Where To Look? What Types of Awards Are Out There? Other Local Chamber of Commerce Best Business per Small, Medium to Large size Company Affiliations Characteristic to Your Business, Owner or Market -Texas Rental Association Rental Person of the Year, Texas A&M Alumni - Top 100 Aggie Owned Businesses

  32. How Do You Create a Winning Application? • Start looking 1 year out for awards that your business may qualify for • Submit events that are “award worthy” – those that tell a good story. Events that have unique characteristics or challenges that stand out are the ones that win • Follow submittal instructions precisely– give them what they are asking for, nothing more and nothing less to avoid disqualification

  33. How Do You Create a Winning Application? • Be descriptive, concise and have someone proofread your work – craft details that tantalize all five senses, create the event on paper as if the person reading about it was there. Be open to others in your office contributing their thoughts and ideas to perfect the story • Use great photos

  34. How To Share News of Your Nomination or Win? • Post Information or a Link on your Website • Social Media – Facebook, Twitter, etc. • Tag in your Email Signature– “Winner of” or “Nominated for” • Inform your State or Local Industry Groups – American Rental Association, NACE, ISES, Chamber of Commerce, etc. • Submit a Press Release • Email Blast to your Preferred Client List

  35. Industry Awards Over time, create your own wall of “Shameless Self Promotion” that you can be proud of and share with your staff, clients and industry partners!

  36. Applying For and Publicizing Awards Question and Answer

  37. Event Photography Tips Pete Martel, CERP Rain or Shine Tent Co. Randolph, Vermont

  38. Why photography? • Showcase your equipment/service in context • Photos are the “pop” in your sales material • Most people rent your equipment based on how it looks • Therefore, your photos are a very important sales tool

  39. Equipment • A digital SLR camera with interchangeable lenses can help • Adjust depth of field • Adjust settings on camera • Aperture • Shutter speed

  40. Practice different adjustments of Aperture, Shutter speed

  41. Selective use of a flash

  42. Use catalogs as a guide • Pottery Barn • Notice lighting • Notice small details (power cords) • Notice composition

  43. Put in the time at your events • Learn and practice, take many photos • You will learn about your company’s work • You are taking the time to notice the small details • You will spend time with fellow vendors (networking) • Great customer service • Other resourceshttp://aztectent.com/blog/capturing-great-event-images

  44. Event Photography Tips Question and Answer

  45. Marketing Your CERP Designation Pete Bush, CERP The Meetinghouse Companies Elmhurst, Ill.

  46. Certification A designation earned by a person to assure qualification to perform a job or task. Designation A distinguishing name, sign or title, such as CERP

  47. Proudly display your framed certificate

  48. Graduate announcement appears in Rental Pulse, and on the CERP forum and web page ARA Marketing

  49. Graduate announcement appears in Rental Pulse, and on the CERP forum and web page ARA Marketing • CERP icon on RentalHQ.com

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