Advertising

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Advertising
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Advertising Make It Ever Present

• It is known in advertising that it takes a person
  six times to view an ad before they pay any
  attention to it.
• So your advertising needs to be ever-present. You
  should be able go anywhere on campus and be able
  to view at least one ad.

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Advertising Make It Ever Present

• Examples
• Fliers
• Should be placed everywhere. Fliers can be placed
  in bathroom stalls, on kiosks, doorways,
  hallways, walkways, ceilings, floors, and
  anywhere else that you can reach. Areas that you
  are unsure of ask permission. Students do judge
  how a big and event is directly upon the number
  of advertisements that they see. So treat all
  events like a big one.
• Stencils
• You can make a series of arrows all over the
  campus that led to your event. Remember that even
  floors is a potential advertising space. It is a
  different form of advertising and it will go a
  long way in the effort of making an impression on
  the students.
• Banners
• Size matters!!! Banners are cheap, easy, and do
  the job of a billboard.
• Table Tents
• These can be used to grab attention while
  students eat. You can set up a bi-fold or a
  tri-fold that can sell the event while you are
  not around. The person can sit and read the ad
  while they are eating or just sitting there with
  nothing else to do.

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Advertising Keep It Simple

• Use pictures that are suitable for reproduction.
• Video footage for events that are reoccurring
  you can use past footage to help promote and
  build hype for the event next time around. Use
  monitors in high traffic areas, and in commons
  where students dine. Attach messages in the video
  detailing the event. Remember who, when, where,
  what!!!
• Clip Art/Slide Shows These can be used to hype
  and promote events, especially those that are
  being repeated.
• Press Release These are filled with promotional
  texts that can be given to various media outlets
  for additional promotion. They can be printed in
  newspapers, on websites, etc. Find an attractive
  angle that will make your event news.

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Advertising Curiosity Killed the Cat

• Anything that can be unveiled draws attention.
  You create interest by refusing to give details

• Example
• You can use the coming soon over a poster or
  banner that is covered and remove a piece of the
  covering a little bit at a time. It will raise
  questions among students as to what it is until
  it is revealed fully.

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Advertising Free Publicity

• The use of a newsletter or a press release can
  be given to The Beacon to be featured in the
  paper weeks before the event. They are always
  looking for things to right on before and after
  they happen so take advantage of this.
• Remember to create an angle of public
  interest so that journalists and writers will be
  interested in writing about the event, i.e. be
  newsworthy.

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Advertising Be Consistent

• You can generate better crowds when it is
  known that on a particular day there is a great
  event that is hosted. Give it a name and keep the
  event consistent. Consistency allows people to
  depend on seeing that great free show whether
  it be every week, month, semester, or year.
• Own a certain date or weekday in the
  publics mind. Keep it simple, but be direct.
  Make sure that the necessary information is built
  into the events title.

• Example
• LOL Comedy Series ft. Coco Brown March 5th! vs.
  Coco Brown will be here March 5th!

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Advertising Mix It Up

• The human eye is exceptionally good at noticing
  differences. Use this factor to make your posters
  and advertisements more noticeable.
• You can create an advertising campaign based on
  your ads changing every week, if time and budget
  allows.

• Example
• You can move posters around in various
  locations, i.e. walls, floors, tables, ceilings,
  windows, sideways, on poles, etc.

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Advertising Make It Personal

• Your job is not to say why you chose this event.
  Your job is to tell them why they should come to
  the event. When talking to the students make
  statements that will speak to their concerns.

• Examples
• Its a cheap date.
• That show will be a rerun tonight.
• You can play the game later.
• Everyone will be there.

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Advertising Wear It

• T-Shirts are walking billboards. Use clothing and
  accessories to advertise your event.

• Examples
• Special events-specific T-shirts that the council
  or the general student body can wear will
  advertise the events. At each event you can give
  a away a few T-shirts that advertise the next
  event.
• You can make a set of T-shirts that announce the
  event with a tag line of Ask Me for Details.
  Have your team wear them at each of your events

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Advertising Tease Them

• Every event, no matter the size or popularity can
  always use a tease to promote it.
• Teasers can pull in students who had no idea that
  the event was coming up, and remind those who
  werent sure if they would attend to come to the
  event.
• A single teaser can bring 20 to 40 people to the
  show that night.

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Advertising Promotion Tactics

• Find a single set of general tactics for
  advertising and adapt them to event you promote.

• Start and maintain an E-mail list.
• This can be done before an event by having
  students sign in, i.e. sign sheets and card
  reader.
• Surveys.
• Ask what you are doing right and wrong. Ask the
  students how they found out about the event, what
  they liked, what they did not like, and what they
  would like to see changed,
• Listen to your audience.
• Know your demographic and their standpoints and
  interests. The ones who came to the last event
  and liked it are more likely to come to the next
  event.
• Keep them coming back.
• Do everything you can to have youre your current
  audiences to come back the next time. Ensure that
  you have a strong base of repeat customers.

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Advertising Electronic Messaging

• E-mail lists and WUC website. These must always
  be updated regularly, especially the SPC website.
  An un-updated is useless and no one will view an
  out of date page.
• Keep an accurate calendar of events , including
  each event, their dates, times, and locations.
  This will add value and traffic to the
  website/page.

• Examples
• A Message Boards for comments about events.

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Advertising Day of Campaign

• When you promote an event on campus consider two
  marketing campaigns
• The first involves making everyone that there is
  an event on the way.
• The second involves letting everyone know the
  event is happening TODAY.

• There are hundreds of people who can come to your
  eventthey just need to be told that it is
  occurring.
• Students live busy lives and unless you remind
  them of your event they will forget.

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Advertising Day of Campaign

• Examples
• Draw arrows and post signage leading to the
  event.
• Apparel and accessoriesAsk Me!!!. Everyone on
  the council should where them the day of the
  event.
• E-mail reminders of the event to those who on the
  mailing list. The E-mail should be sent first
  thing the morning of the or in the evening before
  the event. It is more likely to be read by the
  majority of the student body.

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Advertising Day of Campaign

• Examples
• Use day of teasers with flyers to remind
  students of the event that is taking place.
• Contact the radio stations (University Park) and
  they can post reminders as well as posting
  reminders on the electronic board and MTV U TVs.
• Set up event around early in the morning.
  Curiosity goes a long way. Students notice set up
  and will me prompted to ask what is going on.
  Post a banner at set up location during set up
  time making sure to cover the Who, When, Where.

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Advertising Go Mobile

• We live in a mobile society. Take advantage and
  hit students who ride the shuttle bus.
• Contact Parking and Transportation and ask if
  flyers can be placed on the shuttle buses or on
  the bus stops.
• Students with nothing to do while riding the
  buses will be likely to read them.

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Advertising Piggy Back

• Take advantage of situations.
• They maybe other events going on within the
  campus and the University that draw students.
• Get creative you may be able to pull that same
  crowd to your events.
• Example
• Ask the coordinator of that event if you can hand
  out flyers for your event or make an announcement
  in regards to your event.

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Advertising Compliment

• Try to double up with other organizations who
  may have an event coming up that would compliment
  your event. You could end up with more people at
  your events.
• Examples
• A dance with an auction.
• Pep rally with a carnival

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Advertising Themes

• Creating a theme for your events will allow the
  event to stand out.
• This theme could roll over into the advertisement
  and decorating of the affair.

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Advertising Be Different/Stand Out

• Look around and notice what forms of advertising
  is constantly being over used.
• Do not repeat this trend. Your advertising can
  not blend in other wise it will not be noticed
  stand out from the others!
• Use several tactics and advertising methods to
  get your event noticed.
• Remember each person that attends your event is
  coming for a different reason.
• Use that to your advantage advertise in as many
  ways as possible with different styles for each

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Advertising Be Different/Stand Out

• Example
• Use different sizes and different color papers,
  the standard is 8.5. x 11 and is overused.
• Experiment with advertisements for extremely
  off-sized papers, i.e. print two ads on 11 x 17
  then cut them in half length wise. Uniqueness
  stands out and makes a difference so it will be
  noticed.
• Disguise your message, make it look other than
  what others might assume it to be.
• Put small flyers on vending machines

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Advertising Be Different/Stand Out

• Examples
• Each student is different and will attend your
  event for a different reason so more than one
  form of advertising and angle should be used.
• Each form of advertisement will bring about 10
  of your total crowd so be diverse. Different
  angles will bring a stronger crowd.

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10 Mistakes of Advertising

• Failing to think of your audience as your
  customers. Doesnt matter if events are free or
  paid admissions, the success of your event will
  be dependent upon attendance. When advertising
  and promoting think in terms of capturing and
  retaining your audience, this will allow you to
  determine which advertising and marketing tactics
  should be used.
• Not Listening. Evaluations will help you
  determine which events and programs is right for
  the demographic you wish to cater to. Successful
  programming boards collect and read evaluations
  form events that they put on. This will help
  determine which events should be brought back and
  which events dont work.

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10 Mistakes of Advertising

• Lack of Retention. The attendees likely to
  attendee your next event will be those from the
  last. This would be the ideal crowd to cater too.
  Find out what events draw the biggest turnout and
  capitalize on the concept. You can not dictate to
  students what they should be excited about. You
  have to bend to their desires
• Not Asking for Help. There is a limited time and
  could be limited resources in regards to
  marketing events. Take advantage of existing
  resources. You dont have to reinvent everything.

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10 Mistakes of Advertising

• Not Taking Advantage of Electronic Media. A
  councils website should be updated regularly with
  both new and current. Nothing on the page should
  be more than a week old. The website should be
  interesting and compel students view it. Also
  keep an updated E-mail lists and email students
  regularly reminding about events that are to come
  or that are happening the day of.
• Competition amongst other Events. Do your
  research. Make sure you are not competing with
  other events that same day so that the students
  are free attend your event. Also be conscience of
  long weekends, exam periods, Greek events, and
  housing events. A person can only be in one place
  at one time.

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10 Mistakes of Advertising

• Failing to Promote Event in a Timely Manner. You
  should start advertising for your event weeks
  before is schedule date. If resources are limited
  you can always produce your own in-house
  promotional materials. NEVER sit back and assume
  that people will just show up to your event
  without advertisement.
• Not Attending the Event Yourself. How can you
  expect students to go to your event if you are
  not going to go yourself. You must be
  enthusiastic about your event if you expect to
  get other people attend.

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10 Mistakes of Advertising

• Not being Specific and Complete with Advertising.
  Dont fall into the trap of wanting your
  advertisement to look good. Ensure that it is
  effective. Every advertisement should cover WHO,
  WHAT, WHEN, WHERE, and WHY.
• Not Creating Habits and Value in the Beginning.
  Incoming freshmen and transfer students can
  easily fall into the habits of not getting
  involved in student activities when they enter a
  new school. If you do not attract their attention
  from the beginning you may never be able to get
  them to attend your events. Make sure you start
  the year with a bang and keep the excitement
  coming. This will ensure future attendance and
  retention. Also if you know the dates of the next
  event you can advertise them at the current event
  that you are hosting.