Saturday, June 27, 2009

Article: Event Marketing

copied from: Coffee at Peace blog

I am experimenting with web marketing for an event. My goal is to increase awareness by having lots of mentions all over the place (ambient advertising, I suppose). I'm not sure if it's working as I'm waiting for hit reports on our website .

So, I thought I'd do a bit of writing to track the process.

Step 1.

Blogging - Creation of the Coffee @ Peace blog. Aim of the blog is just to talk coffee, keeping it friendly and personal, and hopefully generate a little bit of traffic. I've kept it very simple so far - under the radar. I may be a little too far under the radar though and over the next few weeks (which covers the event date - Sunday 12 July, in case your wondering) I'll step it up a little. This isn't a short term project though. I want to build it up over time and so the benefits may not come into realisation until the 2010 Shire Coffee Festival (as long as I can keep the event coordinator sane, yes, there will be one next year).

Step 2.

Twitter. I started a twitter account (coffeeatpeace) in which I was originally going to "tell a story". I found this hard to keep up though and exchanged the story with weekly updates that occasionally included mentions of the coffee festival, more regularly talked coffee and now include marketing. As soon as I mentioned "marketing" my followers list jumped in request numbers. I do not follow back everyone. I pick and choose. I prefer Australian followers, coffee interest followers, and marketing/graphic design followers who aren't trying to push their services or software too much.

It seems to be going okay. Again. though, I'm unsure as yet to the impact and am currently researching measurability.

Step 3.

Alerts. I have registered with Google Alerts to pick up mentions and although we have sent out a press release we're not getting a lot. That's okay. Small, first time event is not going to make the news in a big way (again, may be next year).

Step 4.


- One way of getting hard data on how people heard about our event is to just ask them. We'll be doing this on the day (Sunday 12 July, btw) with volunteers undertaking surveying.
- I have an order in for hit reports on our website though I am unsure if this will include where people came from to get to our webpage.
- Alerts are activated in order to track web mentions.
- Blog traffic tracking - I follow stats for this blog on MyBlogLog.
- Finally, queries via email and telephone. Again, we simply ask where the caller heard about the event.

It's been an interesting process, at times fascinating, and I'm keen to see what impact any of it has had. I know there are applications out there that I can use to push the event in people's faces, but I'd prefer to avoid that at this stage. I want people to talk about the event and to do it naturally.

And the event?

Shire Coffee Festival

Sunday 12 July, 2009

Peace Park, Sutherland

Sydney, NSW, Australia

For enquiries, leave a comment here, follow me on twitter, email to or visit our webpage for our telephone number.

Friday, June 05, 2009

Jane Austen

I've always loved Price and Prejudice though it's been years since I read it. I blame that on the great BBC series which has replaced the need to reread. Especially as my youngest girl fell in love with the series and over the last 12 months I've watched it many many times. Also the Keira Knightley version which I also love. Matthew McFayden does a brilliant job of Mr. Darcey as does Keira of Elizabeth!

A few weeks ago I decided that I needed to do more than watch P&P on DVD yet again and started reading Sense & Sensibility. It took a while to get into though I'm not sure if that's the seeming bog of characters in the beginning or the fact that I was dead tired. At any rate, get into it I did and I ended up loving it. My favourite characters were the Palmers! I'd love to get a glimpse into their lives. I think those two understand each other very well.

Yesterday, I went to the bookshop to buy Northanger Abbey. Mainly because I can never get it from the library. I came out with Emma . My eldest daughter tells me this is the worst of Austen's novels, but I don't care. It has a wonderful cover. Congratulations, Word Press, it's a great publication. I haven't even read it yet, I'm too busy admiring the cover - just holding it makes me feel good. It's plain black with only Jane Austen and Emma embossed on the front. There's a lovely illustration inside with several introductions and other info inside. I don't care much about that either, I just enjoy the simplicity and feel of the cover!

I'll start reading it this weekend. I'm looking forward to the discovery.

Coffee Festival

Coffee @ Peace

I've been having a great time over the last few months working on the marketing for a coffee festival being held down my way in July. My way is Sutherland (just south of Sydney).

The Shire Coffee Festival or Coffee @ Peace will be on Sunday 12 July so we are daily praying for good winter weather. July is usually a fairly good month here in Sydney. March and April are usually damp, May cold, July and June okay, and August windy. So far so good. The last few weeks have been a mix of cold, wet, and sunny (the usual mixed up mix).

Our progams come back from the printer next week, but I've had a look at the proof and they look great! I believe that I may have done a pretty good job of these given that I have a strict corporate styleguide to adhere to.

We have 8 coffee vendors booked and piles of food stalls. The arts and crafts section is going to be amazing! Our live entertainment consists of The Peter Morgan Band (latin jazz) and a comedy act called Pull Your Head In! I can't wait to see these guys as they are cartoonists who include celebrity characterures as part of theiir act. In between their on-stage performances, they split up to do separate cartooning and magician acts at some of the local cafes. We also have a guitarist "busking" at the cafes.

There's stuff for kids - art making, storytelling and Walkabout Reptiles - and stuff for the culture buffs - Japanese Thin Tea Ceremony and a Turkish Coffee Ceremony.

I wish everyone could come to Sydney to attend this event!

If you are in the area and want more information, just go to the Sutherland Shire Council website and type "shire coffee festival" into the search engine box. Alternatively, click on one of the Coffee @ Peace links I've left lying around, or leave a comment here and I'll get right back to you.

Coffee @ Peace