Print.so tay-tiep-suc-mua-thi-2010-binhsonnet-huynhngocvuong
10 fei tiep thi cho festival
Transcript of 10 fei tiep thi cho festival
- 1.Nick Dodds Tng Gim c
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- NGY TH BA CHNG TRNH
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- Phn Mt
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- Marketing:
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- Gii thiu c bn, Gy dng Khn gi, Bo ch v PR
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- Phn Hai
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- Marketing
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- Marketing Trc tuyn: Festival Quc t Edinburgh
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- Phn Ba v Bn
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- Ku gi ti tr:
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- 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