On Feb 9, 2004, at 9:51 PM, axejudge wrote:
> Where are the new recruits? They're at the cons – the teenagers and
> twentysomethings. Those people we can meet face to face.
That's assuming we're out at conventions promoting. We need to.
> However,
> there are many, many more out there, and maybe they haven't found a
> group of like-minded people to hang with. Where do they find out
> about people who share their interests? Noodling around on the
> Internet, that's where. They don't see us. They aren't where our
> flyers are.
This is true. Any event like this needs a marketing plan.
A lot comes down to branding.
A bid or con needs to be recognizable, both on the web and in person.
This starts with a theme or brand. CC26?'s theme is "Adventures in the
Costume Continuum" which is all good and fine for inclusiveness (a
battle we need to fight with the reputation California has for
historical bias), but while associated logo is popular the theme isn't
that inspiring…
…which is why we tapped the "Evil Genius" bid theme and tied it back
to the time-travel concept and base our in-person marketing on it. The
"Evil Genius" theme is very popular and inspiring; every bid party we
have people asking how they can join the League of Evil Geniuses.
Brand basics:
It's got to be recognizable and inspiring.
So once we've got a brand, how do we implement it? Well, we've got to
get that brand out there, and make sure that people connect it to the
event.
Read "The Imagineering Way" by the Disney Imagineers
http://tinyurl.com/2lh57
Nobody does end-to-end design like Disney does. Everything in a Disney
venue is designed; nothing is left to chance. There's a lot they can
teach you about creative attention to detail.
We have the parties, of course. Not a lot of people connect them in
their minds to the bid yet, but that's because we haven't done much
besides having CC26? fliers at them. We've mostly been establishing the
brand the last year and a half. The coordinated portraits, music and
decor really capture peoples attention.
We just added the CC26? name and URL to the disposable party posters
last month at FurCon. Since we expect people to swipe the posters off
the walls after the party (and are rarely disappointed), it's a good
bit of marketing.
Our next outing (this weekend at Gallifrey) we're adding 4 big CC26?
posters to the permanent gallery of portraits to create a tighter link
between the party and the con.
So that mostly covers things about parties. What else can we do to
promote our new brand in-person? Take advantage of what we do well.
We're talking a Costume-Con, so we should market through costumes where
we can.
A lesson from ConJose: a "uniform" for committee members attracts a lot
of attention.
When ConJose was bidding and promoting, they had an "alien tourists"
theme going ("do you know the way to ConJose?"). Committee members all
had matching bird-of-paradise print tropical shirts they wore when
bidding. A few dozen people being seen regularly at cons all over the
world (even just by themselves sometime) built their brand image.
We're starting on a "uniform kit" for committee members. The committee
members will be asked (if they want to participate) to purchase a lab
coat in their size. We'll provide an embroidered breast-pocket patch
with the "League of Evil Geniuses" bid logo and an iron-on transfer for
the back with the "Persistence of Stitchery" con logo. Again, something
to tie the two brand identities together.
Another thing is (as Atlanta did at CC21) to do brand-based Masquerade
entries at conventions the committee attends. I'm not sure how well
Atlanta's tied back to any brand identity they have (sorry, Trudy), but
it was something. We're not planning a bid entry for CC22 or for
Noreascon, but we probably will do one for CC23's F&SF masquerade
(since voting doesn't normally close until Sunday, right?). It will
definitely tie back to our brand identity. We're also looking at doing
theme-based masquerade entries at as many cons as we can for 2006-2008.
It doesn't hurt to offer to run a costume exhibit at local conventions
either, particularly if you can get costumes for the exhibit that
dovetail with your theme. Just make sure you've got an agreement that
you can have a nice "Brought to you by CC??" sign there.
It doesn't hurt to offer to work masquerades at local conventions,
particularly if you can politely let folks know that your group brought
a bunch of staff. It's a good place to wear the con uniform and be
seen.
And of course, one can't discount fan tables and dealers-room tables
(as much as I hate sitting at them). Make sure that the brand identity
is out in front there too.
So that pretty much covers at-con marketing (well, I left out fliers,
but I'll get back to them). There is also non-con in-person marketing
that can be done. It's just a matter of finding local costume-centric
organizations and contacts. Work the historical recreation groups, the
textile arts groups (and schools), the theater groups (and schools).
Offer to do co-op fundraisers with costume-centric non-profit arts
organizations (we do know how to organize events, don't we?). Offer to
sponsor or help with competitions with those same organizations (lots
of people like to compete) and particularly with art and theater
schools. I'm looking at organizing things with the Lace Guild Museum
and the San Jose Museum of Quilts and Textiles in the future. I'm also
trying to get my local bid/concom involved with the local Imperial
Court chapters (drag queens raising money for charity). Again, remember
to use this to promote brand-recognition.
Finally, print/mail/email/web communications. These are ultimately all
the same. We're really talking text marketing and ways of distributing
it, and again, it all comes back to brand identity.
Decide whether or not you want standard header/footer boilerplate on
all official communications (trust me, you do). Use these in print, in
email and on the web.
Put together some design standards that will work well both in print
and on the web (forget HTML mail; people hate it, just stick with the
standard text there). Keep the brand identity going. Ensure all
documentation follows these standards (not just bid and marketing
documentation, but also folio, program, awards and certificates). You
want prospective members to get a consistent message. Plan to make all
official documents available both in print and on the web (as web pages
and/or PDF format) and get releases to do so if necessary.
BTW, while I'm not sure what the Chicago "blocks" logo had to do with
the Mobsters theme, I did like that it was consistently applied across
official materials. It (and the associated color scheme) was clear and
recognizable.
Put together an organized web site. Buy and read Morville & Rosenfeld's
"Information Architecture for the World Wide Web"
http://www.oreilly.com/catalog/infotecture2/
Nobody should be allowed to design and publish a website without
reading this. It's not a technical book. Morville & Rosenfeld are
librarians. It's a no-nonsense book about how to make your information
easy to reach.
Ensure your web pages are rich with text references to things people
might search for, and get other people and groups with web pages to
link to them. Both have a great deal of impact on search-engine
placement.
If you're low on geek resources, look into some of the available free
content-management systems, such as Drupal, Mambo, phpNuke and postNuke
(I hate Nuke), OpenCMS and others that will make updating the website
easy for your committee members. Sign up with a web-hosting company
that will support the tool of your choice.
Consider tailored marketing materials for different audiences.
Plan a distribution schedule. Here's our projected schedule (forgive
the formatting, please):
Now: Start distributing fliers in person everywhere
Throw bid parties everywhere
CC22: Ask Trudy (before) if we can include our "PR -2" in the member
packets for CC22
CC23: Ask Utah (before) if we can include "PR -1" in member packets for
CC23
Keep throwing parties, they're just not bid parties anymore
CC24: Mail out PR 1 just before CC24
Plan quarterly updates to website
Start emailing out quarterly updates to costume mailing lists
Start emailing (and mailing) out quarterly updates to contacts at
local orgs and schools
Start distributing Fashion Folio contest fliers at convention art
shows and masquerades
CC25: Mail out PR 2 just before CC25
Plan monthly updates to website
Start emailing out monthly updates to costume mailing lists
Start emailing (and mailing) out monthly updates to contacts at local
orgs and schools
Start distributing "show" competition fliers at convention masquerades
Schedule PR 3 to coincide with folio mailing
Schedule PR 4 (last) to coincide with ballot mailing deadline
CC26: Marketing is done, just remaining pubs that are distributed at
the con
Match up the distribution schedule with staff deadlines, and make
adjustments as necessary. If possible, move up staff deadlines rather
than sliding the distribution schedule.
Stick to the schedule. Make sure people understand how others will
suffer if their deadlines slide.
That's all I can think of now.
—
andy trembley, Bitchy Design Queen – http://www.bovil.com/
San Jose, CA – '72 R75/5 '86 R100 (mine) – '92 K75sa '03 R1150R
(Kevin's)
"It's not pink, it's peach-colored. Pink is tacky."
–Manfred Pfirsich Marie Rommel
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