Whilst the sun is shining brightly in the clear blue sky, planning exciting Summer holidays and possibly sorting childcare for the big six week break, some of us are dreaming of colder, darker days and putting new plans into motion…
But why?
Because in the creative marketing world, we’re finalising strategies and tweaking plans to execute the most powerful and meaningful campaigns for our clients. From epic ski trips with the world’s best athletes, to Winter sailing campaigns and boat shows – we’ve got it covered (and have been planning for months already).
We’ve put together a handy guide for you to work through, (whilst perhaps sipping on a cocktail by the pool), so whether you’re planning a new boat launch at an upcoming exhibition or bringing together some top tier influencers to share your new campaign with the sector, take a look at our top tips for Winter planning…
Timelines
Planning events and launches take time, but it’s important to ensure your messaging comes out at the right time and all of your channels are presenting the same messaging – perhaps tweaked between different audiences – so that your potential customers and stakeholders see the same message, wherever they look.
If you’re targeting the media, you may also have to factor in print deadlines and approvals – which can be anything up to five months ahead, depending on which titles you are working with (or hoping to)! This, coupled with any testing, photography and layout design, can add months to your coverage publishing date.
For example, if your event is in August and you give your media clothing to test, they probably want at least 2-3 weeks’ worth of testing (depending on the product or use), which takes us to September. Then add some editorial approvals and edits, plus design time – this can add another week or two. Let’s say you then are working with a publication that has a three month lead time – which is pretty common – we’re now looking at mid-December, so it’s likely that you’ll be aiming for a January publishing date, which is often the February edition!
Channel selection and messaging
Often less is more when it comes to maximising your resources, so it is important to prioritise where your brand is being seen. Consider the PESO model and decide what is best for your brand and the announcement coming:
- Paid-for mediums, including ambassadors or partnerships
- Earned media – journalists, influencers, etc
- Social platforms
- Owned channels – your website, newsletters, blog content, etc
Not all of your audience(s) consume media or messages in the same way. Think about who your various audiences are – they might be split by age, gender, hobbies, geographical needs, social classification, if they’re a previous customer or something else – and what their needs and motivators are. This will help you to design your communications around your core channels and platforms, and how to tweak the messaging between these.
For example, the older generation is less likely to be on TikTok, but this might work perfectly for your Gen Z customers. Similarly, if your audience is the leisure marine market, it might be wise to consider magazines like All At Sea, Practical Boat Owner and Sailing Today.
Media previews?
If you’re planning your launch at an exhibition, there’s often a press office who will be working hard to promote the news from its exhibitors. This is a crucial part of event planning – letting your potential customers and partners know:
- That you’re attending the show
- Whether there’s anything new or exclusive to see
- If there are any opportunities to see or demo the product/service
- Who will be available to speak to or interview on the day
It’s also another opportunity for you to get some valuable media coverage of your launch, as well as inviting them to your stand, an event or to an exclusive 1:1 to see the product before anyone else. But again, it’s important to consider print and media lead times – if you’re announcing a new launch a week before the show, you are unlikely to secure coverage ahead of the show, especially not in print!
Depending on your launch and/or event, your tactics will vary from event to event. What worked last year might not be the best approach this time around – or for a Winter launch, following a successful Summer campaign, so don’t be afraid to go back to basics with your planning to ensure your strategy is solid!
If you’re inspired and ready to get planning, take a look at our ultimate press event checklist. And we know it works! Check out this “cool” event we did with Helly Hansen a few years ago.
If you need any advice or support with an upcoming event, please get in touch with our expert team, via hello@adpr.co.uk or check out www.adpr.co.uk/connect.