1.Nick Dodds Tng Gim c

2.

• NGY TH BA CHNG TRNH

• Phn Mt

• Marketing:

• Gii thiu c bn, Gy dng Khn gi, Bo ch v PR

• Phn Hai

• Marketing

• Marketing Trc tuyn: Festival Quc t Edinburgh

• Phn Ba v Bn

• Ku gi ti tr:

• Chnh ph, Nh ti tr, cc qu v t chc, c nhn

British Council Vietnam Festival Workshop 17-20 March 2010 3.

Marketing v Truyn thng

Mc ch ca phn ny l a ti nhng ngi cn mi m vi khi nim marketing v truyn thng festival mt hng dn c bn tr gip cho h trong qu trnh lp k hoch. Cc nh qung b festival & s kin chuyn nghip cng c th nhn y nh gi hoc kim nh li hot ng hin thi.

British Council Vietnam Festival Workshop 17-20 March 2010 4.

CC NGUYN L MARKETING C BN

Vic xy dng c mt k hoch marketing v truyn thng hiu qu l yu t thit yu c th to ra mt festival thnh cng.

iu ct li l ta phi ghp tng festival (ch , chng trnh, vv...) vi i tng khn gi ph hp (ngi s xem hoc tham gia vo s kin ca bn). lm c iu , bn phi nm chc c s kin s thc s mang n iu g v cho ai. Bn cng s cn phi c k hoch hnh ng hiu qu v cc ngun lc cn thit thc hin k hoch .

British Council Vietnam Festival Workshop 17-20 March 2010 5.

CC IM CN C BIT CH KHI LM MARKETING FESTIVAL

Festival, nhn chung, l cc hot ng biu dng c bit mt ln hoc hng nm din ra trong mt khung thi gian c th tng i ngn.

Bn c mt khong thi gian xc nh lp k hoch v thc hin cc hot ng marketing v ch c mt ln c hi chy festival. Hy nh, nhng khn gi m bn li ko ti festival thng qua cc hot ng marketing cng chnh l yu t quyt nh thnh cng ca s kin. Nu bn thu ht c ng i tng v s lng khn gi, iu s gip to ra khng kh v cm gic c bit m Festival mong mi c c, cha k ti cc mc tiu ti chnh hoc cc mc tiu khc m bn ra.

British Council Vietnam Festival Workshop 17-20 March 2010 6.

MARKETING FESTIVAL

Bt u t u: phn tch tnh hung

Giai on u tin ca vic ra k hoch marketing l ci m i khi c gi l phn tch tnh hung .

V c bn n c ngha l li ra sau mt bc v xem xt k tt c cc thng tin c c lin quan ti festival trc khi lp ra mt k hoch xc tin

British Council Vietnam Festival Workshop 17-20 March 2010 7.

PHN TCH TNH HUNG

Khn gi c sn cho s kin( ngha l ai s n, t u, bao nhiu ngi, t l khn gi c, t l khn gi mi, c im ca khn gi c thay i qua thi gian, v.v...)

Nu c sn cc nghin cu(tc l bn c ang nm cc thng tin c th v khn gi, bn kim tra chng k cng, chng ni cho bn iu g, thng tin c mi khng, bn cn cn tm hiu thm nhng g, v.v...)

Cc hot ng marketing v ngun lc trc y( ngha lnhng iu g c tc dng trong qu kh, im no c th c pht trin thm, v.v...)

Cc ngun lc c sn( bao gmngn qu, nhn vin, h tr ca cc bn lin quan v lng thi gian thc hin k hoch, v.v...)

Phn tch i th cnh tranh ( bao gms kin c i th cnh tranh no khng, bn c th hc hi t h khng?)

Mc tiu v thu nhp( bao gmhot ng marketing hng ti mc t sut li nhun no thng qua bn v, cn c cc ngun thu nhp tim nng no khc v hot ng marketing c th nh hng ti cc ngun ny khng?)

British Council Vietnam Festival Workshop 17-20 March 2010 8.

NGUN LC MARKETING

Khi lp K hoch Marketing v Truyn thng, bn phi lun thc r v cc ngun lc sn c.

C ba yu t ngun lc ch yu cn quan tm:

>Ngn qu bn cn phi ra ngn qu marketing c bn ngay t u. 5-10-15-20%

>Thi gian bn cn phi nm r vi thi gian c c th iu g l c th hn c -

>Nhn s bn cn phi quyt nh ai chu trch nhim v phn no v tm hiu xem cn ngun h tr b sung no khc khng

British Council Vietnam Festival Workshop 17-20 March 2010 9.

Xc nh Th trng Mc tiu

Xc nh chi tit cc kiu nhm m bn s b thi gian v tin bc tm cch thu ht: hy tht c th v thc t.

Ai l Th trng Mc tiu?: Ngi dn v Khch thm:nhng ngi ny bao gm nhng ngi tham d trc y; khn gi mi, cc nhm cng ng v nhm li ch c bit; trng hc; tui nht nh, cc nhm dn tc v kinh t x hi; gia nh, cp i, khch du lch, nh ti tr tim nng, bo gii, ngi c li ch lin quan, nhng ngi c vai tr nh hng

Th trng Mc tiu?:cho mi nhm trong hng mc AI, bn cn xc nh h s thng n T U, v d nh cng ng a phng, mt vng, Vit Nam, Chu , ton th gii.Hy thc t! .

British Council Vietnam Festival Workshop 17-20 March 2010 10.

Xy dng v pht trin khn gi

Nhng khn gi hin ti ca bn l ti sn quan trng nht.

iu ti thiu bn cn lm l m bo vic thng xuyn xy dng v s dng c s d liu v khn gi ca bn. Bn cn phi hiu c loi hnh khn gi c th duy tr v pht trin thm.

D liu v khn gi cn c lu li ti mi s kin, phn tch v so snh vi nm trc. Nhng khn gi hin ti ca bn c th l nhng i s rt tt cho s kin ca bn. Vic h truyn b li nhng thng tin tch cc rt quan trng v h cn c khch l h s quay li s kin ca bn.

ph hp vi ngn sch b hn ch, bn nn tp trung vo nhng khn gi hin ti v khn gi mi c tim nng v khng nn ginh thi gian qu gi c gng thu ht nhng nhm m nghin cu v kinh nghim ca bn ch ra rng s rt kh c th tham gia .

Bn cng hiu r v nhng khn gi hin ti v tim nng ca mnh, bn s cng tr nn thun thc hn trong vic s dng nhng k thut khc nhau hng ti nhng nhm nht nh.

Hy nh lin lc vi h thng xuyn th t, hoc nhng chng trnh, v.v Hy xy dng mi quan h.

British Council Vietnam Festival Workshop 17-20 March 2010 11.

Xy dng K hoch marketing v truyn thng

Mc tiu Marketing: Bn mun i ti u?

Cc mc tiu marketing ca bn cn t cc tiu chSMART(khn ngoan) :

S pecific (C th) m t chnh xc iu bn mun t c?

M easurable (C th o lng) bn c th xc nh v lng ha cc mc tiu?

A chievable (C th t c) bn c ngun lc hin thc ha cc mc tiu

R ealistic (Thc t) khng bao gi c nh gi qu mc bt c iu g, c bit l cc tiu ch ti chnh

T imely (Thi gian) bn c th t cc mc tiu trong khung thi gian c c

British Council Vietnam Festival Workshop 17-20 March 2010 12.

Xy dng Chin lc Marketing: Lm sao t c mc tiu?

Cng thc Marketing Mix: iu g khin ngi ta tham d vo cc s kin?

Sn phm s kin mang n iu g

Bn c th pht trin sn phm hn na khng? Bao b

Gi c chi ph tham d

Tng chi ph tham d s kin l bao nhiu? C chit khu khng?

S thun tin hy lm cho vic tham d c d dng

C c v d hay kh. Lm sao ti ?

Qung bo ni iu ph hp vi ng i tng

Thng ip l g? Ti sao ta phi ti ?

British Council Vietnam Festival Workshop 17-20 March 2010 13.

Cng c Marketing:Mt trong s cc cng c marketing s kin thng c s dng nht bao gm:

n bn: p phch, t ri, bu thip, t chng trnh, v.v

Th trc tip v quy pht ti liu gii thiu

Qung co bo ch: in n, i, tivi

Trang web/Internet/bn tin in t

Qung co ngoi tri: bin qung co, thn xe but, trang hong ng ph, v.v

Bn b/ chng trnh ca i s/ cu lc b

Thng co bo ch, qung b v hot ng

Ti tr ca mt hng truyn thng

British Council Vietnam Festival Workshop 17-20 March 2010 14.

Cc b quyt hay.

Xy dng c s d liu v khch hng.

La chn phng thc tip cn hiu qu nht...

Th trc tip?

British Council Vietnam Festival Workshop 17-20 March 2010 15.

Quan h v Lp k hoch bo gii

Xy dng c s d liu v gii truyn thng.

Lu cc thi hn v dng thc ph hp (email hay th thng)

Theo st phn ng v mi quan tm ca bo gii.

To dng mi quan h tt p vi bo ch a phng v cc phng vin lin quan

a ra cc im khc bit cun ht khn gi

Hy lun chnh xc v trung thc khi lm vic vi bo gii.

Cho bao gii c cc quyn hn v iu kin ph hp c th a tin v s kin.

Lun nh mi cc phng vin nh gi s kin.

Lun nhcm n nu s kin c a tin.

British Council Vietnam Festival Workshop 17-20 March 2010 16.

Rt nhiu ngun t liu trc tuyn

Event Scotland

http://www.eventscotland.org/funding-and-resources/event-management-a-practical-guide/

British Council Vietnam Festival Workshop 17-20 March 2010 17.

Mu K hoch Marketing

British Council Vietnam Festival Workshop 17-20 March 2010 18.

Mu K hoch Hnh ng Marketing

British Council Vietnam Festival Workshop 17-20 March 2010 19.

Xin cm n

Xin mi cc cu hi!

British Council Vietnam Festival Workshop 17-20 March 2010