2.
-
- Gii thiu c bn, Gy dng Khn gi, Bo ch v PR
-
- Marketing Trc tuyn: Festival Quc t Edinburgh
-
- Chnh ph, Nh ti tr, cc qu v t chc, c nhn
British Council Vietnam Festival Workshop 17-20 March 2010
3.
- 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.
- 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.
- 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.
- 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 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.
- 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?
- Bn c th pht trin sn phm hn na khng? Bao b
- 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.
- Xy dng c s d liu v khch hng.
- La chn phng thc tip cn hiu qu nht...
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
-
http://www.eventscotland.org/funding-and-resources/event-management-a-practical-guide/
British Council Vietnam Festival Workshop 17-20 March 2010
17.
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.
British Council Vietnam Festival Workshop 17-20 March 2010