Marketing

Question 1

SWOT Analysis

Answer 1

This helps examines factors that are internal to an org. as well as external. Strengths, weakness, opportunities and threas

Question 2

Examples of strengths

Answer 2

Support of stakeholders
repeat of a successful event
experienced team

Question 3

Examples of weaknesses

Answer 3

lack of funds
undefined roles
volunteers responsible for critical tasks

Question 4

Examples of Opportunities

Answer 4

little competition
favorable economic conditions
available of state of the art infrastructure

Question 5

Examples of threats

Answer 5

lack of knowledge about new technologies
high labor rates
government regulations

Question 6

Market Segmentation

Answer 6

this is a marketing strategy that starts with a broad target market and divides into groups of potential participants who have commonalities.

Question 7

Marketing distribution channel

Answer 7

refers to how a business gets its products to the customers.

Question 8

Marketing Channels

Answer 8

mail order catalogs, direct personal communication, websites, email and social media campaigns.

Question 9

Advertisting

Answer 9

This should encourage action. It should have a call to action, event colors/logo, consistent messaging, short copy, contact info

Question 10

Direct Marketing

Answer 10

This is any direct personal communication from the organization to potential customers by printed medium or electronic communication (email, social media, phone call, text message)

Question 11

Email marketing

Answer 11

this is a great combination of direct marketing and online communication.

Question 12

Implementation of Marketing Plan

Answer 12

this involves putting all the pieces together.

Question 13

Steps to managing a marketing plan

Answer 13

1. Conduct situational analysis
2. Define target market segment
3. select marketing distribution channels
4. Implement marketing plan

Question 14

How many weeks out for promotion for annual events

Answer 14

52 weeks

Question 15

How many weeks out for news release #1 to trade publications and influential bloggers

Answer 15

40 weeks

Question 16

How many weeks out to begin content planning and development of website

Answer 16

40 weeks out

Question 17

How many weeks out to send news release #2 with details about speakers, event theme, etc

Answer 17

26 weeks out

Question 18

How many weeks our for mailing #1 (flyer or postcard)

Answer 18

24 weeks out

Question 19

How many weeks to place ads in trade journals

Answer 19

24 weeks out

Question 20

How many weeks out to create social media sites

Answer 20

24 weeks out

Question 21

How many weeks out to distribute previous event highlighst

Answer 21

24 weeks out

Question 22

How many weeks to begin weekly social media posts?

Answer 22

24 weeks out

Question 23

How many weeks out to send news release #3 with more details

Answer 23

20 weeks out

Question 24

How many weeks out to send mailing #2

Answer 24

16 weeks out

Question 25

How many weeks out to upload video clips from speakers/enterainers

Answer 25

15 weeks out

Question 26

How many weeks out to place a cover story about the event

Answer 26

12 weeks out

Question 27

How many weeks out to send invitations to media list

Answer 27

10 weeks out

Question 28

How mayn weeks out to send mailing #3 with latest info

Answer 28

8 weeks out

Question 29

How many weeks to send release #4

Answer 29

6 weeks

Question 30

How many week out to follow up press invites my phone

Answer 30

1 week

Question 31

Promotional products

Answer 31

give ways for participants or merchandise sales

Question 32

Why you should order promotional products

Answer 32

1. build your brand 2. increase customer loyalty 3. attract new customers 4. celebrate an event 5. Announce a new product 6. Enhance individual experience/engagement during the meeting

Question 33

Three concepts to think about when creating promotional products

Answer 33

1. Usefulness 2. Shelf Life 3. Applicability to your customer

Question 34

When considering your trade show giveways keep in mind

Answer 34

product purpose, number of participants, trade show budget, messaging

Question 35

Premium Gifts

Answer 35

a category of promotional product that is frequently purchased for VIP participants, committee members or leadership

Question 36

Steps to facilitate acquiring merchandise include

Answer 36

1. Establish/Follow a Budget 2. Follow the organizations requirements for the number of required proposals and preferred suppliers 3. Know the lead times required for producing art work, printing and delivery 4. Have a list of suppliers that are able to provide last minute items if required

Question 37

Distribution Strategy should cover

Answer 37

1. Advance on-site and post-event fulfillment 2. Shipping Costs 3. Staffing Needs

Question 38

Public Relations Strategy

Answer 38

this should be created in collaboration with the marketing and communication plan.