RUN with Promotions and Events

RUN with Promotions and Events

promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Defining a Promotion

RUN with Promotions and Events What is the definition of a promotion? • The act of promoting or the fact of being promoted; advancement. • Encouragement of the progress, growth or acceptance of something; furtherance.

RUN with Promotions and Events What are the components of a promotion? • Marketing • Advertising • Sales • Public Relations or Publicity

RUN with Promotions and Events What does the word “promotion” mean in the blood-banking industry? • An added opportunity to communicate to donors • A rewarding and sometimes unexpected bonus to donors

RUN with Promotions and Events Less than 5 percent of winning donors know the details of the promotion. Less than 2 percent of winning donors are even aware of the promotion.

promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Promotion Components

RUN with Promotions and Events Engage the donor. Build your promotion around your messaging. Form a relationship. Establish a consistent approach. Component 1: Planning an Effective Promotion

RUN with Promotions and Events Three steps to Commit for Life • Donate once a quarter. • Allow us to contact you. • Spread the word.

RUN with Promotions and Events Select draw items. Find a sponsor. Determine type of promotion. Do your research. Component 2: Planning an Effective Promotion

RUN with Promotions and Events Component 3: Planning an Effective Promotion Educate the staff.

RUN with Promotions and Events Educate the Staff • Employee newsletter • Intranet/EPSS • Employee portal • Departmental meetings • Kick-off event • Flyers/posters • Employee incentives

promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Promotion Plan

RUN with Promotions and Events Developing the Strategy of a Promotion • Develop a marketing plan/proposal. • Get executive/higher-level support. • Establish an internal team.

RUN with Promotions and Events Developing the Tasks of a Promotion • Create a project timeline. • Schedule tasks 120 days in advance of a promotion. • Have PR create consistent communications. • Plan an internal kick-off event to motivate employees. • Evaluate the promotion mid-month. • Award and/or advertise the winner. • Acknowledge your partners.

RUN with Promotions and Events Developing the Messaging Pieces • Determine how many promotional pieces are needed to create awareness. • How strong are your projected goals versus actual goals? Postcard Scratch-Off ticket Note card Flyer

RUN with Promotions and Events promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Most Effective Promotions

RUN with Promotions and Events The most effective promotions • Are clearly understood by your audience. • Are easy to promote to the donor. • Do not involve too many components. • Do not cost you anything ($) or very little. • Involve a branded sponsor or partner. • Offer something for everyone. • Do not require excess workload for staff. • Have attainable odds for a donor to win or receive something.

promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Two Case Studies

RUN with Promotions and Events Example 1: Be Cool Partnership is 20-plus years. Every donor receives something.

RUN with Promotions and Events Example 2: Continental Month • Relatively new partnership • Designed for Commit for Life members

promoción auglÿsing marknadsföring lansowanie διαφήμιση dieWerbung реклама reklamēšana Events and More…

RUN with Promotions and Events Events that can support the theme of a promotion • Internal kick-off events • Educational and awareness events • Organizational or national observances • Openings or re-openings of new facilities • Staff participation days • Winner award celebrations

RUN with Promotions and Events Three points to take away: • Realizethat consistent messaging and a positive relationship with your donors is the most effective marketing piece. • Understand that most donors are not in it for the prize, but will become faithful donors if they have an excellent experience when donating. • Navigate your way to a successful promotion by executing an effective marketing plan that will add value to your audience, partners and staff.

RUN with Promotions and Events Katrina Burton kburton@giveblood.org (713) 791-6255

RUN with Promotions and Events