Although I no longer market books 24/7 I've discovered you can never really retire from being a writer and children's book author. One of the things I miss most about marketing is some of the children's events Nutcracker Publishing held. So in honor of Easter here's an older post I thought I'd share.
Happy Easter!
Remember nothing makes an Easter basket glow like a children's book about Nuclear Power!
It goes without saying the Environmentalist for Nuclear did not bring me on board due to my engineering expertise, but rather as an advisor for public relations/marketing and education as it pertains to nuclear power. The technicalities and politics of nuclear power can leave me feeling overwhelmed and under qualified, but I have noticed some people feel the same way about PR and marketing.
It goes without saying the Environmentalist for Nuclear did not bring me on board due to my engineering expertise, but rather as an advisor for public relations/marketing and education as it pertains to nuclear power. The technicalities and politics of nuclear power can leave me feeling overwhelmed and under qualified, but I have noticed some people feel the same way about PR and marketing.
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| At STPNG 1980's |
Over the years I’ve implemented marketing events of all types and scope, in venues as diverse as the causes and organizations I represented. One thing they all had in common was that they were an opportunity to educate and inform about my cause while providing my target audience with a good time.
Since Easter is approaching, I thought I would share one of my favorite, least expensive, and- because most Americans are familiar with the concept- easiest, marketing events to implement: the Easter Egg Hunt.
It can be adapted for any age group, used to raise funds, or promote a cause; but there’s a big difference between holding an Easter egg hunt and nuking that Easter egg into a marketing event that promotes your objective! It calls for careful planning, hard work, and CREATIVITY!
Get ready to brainstorm; success hinges on your marketing pitch. The marketing pitch is what can take an ordinary Easter egg Hunt and what in some circles is the yawn-provoking topic of nuclear power or any other yawn-provoking topic, and turn it into a Nuclear Powered Glow Party.
When Nuclear Power:How a Nuclear Power Plant Really Works! was published my daughter, Tabitha came up with the bright idea (all my puns are intentional) of making our annual neighborhood Easter party a glow-in-the-dark Easter Egg Hunt to celebrate my book’s release.
That year the Easter Bunny got his eggs from Nukie Nuclear Power Plant!
When we held our first nuclear powered Easter egg hunt we made our eggs glow using dollar store glow-in-the-dark wrist bands. They looked fantastic, but it is not always easy squeezing them into plastic Easter eggs. Recently I saw on Pinterest where someone used flameless battery operated tealights. This may be a quicker alternative, but which ever method you use, make sure you test it out before the Easter egg hunt.
I know my colleagues in the nuclear industry are rolling their eyes at the cliche regarding Easter eggs or anything else obtained at a nuclear power plant would glow in the dark.
This observation and an invitation to attend a glow-in-the dark Easter egg hunt is just the sort of marketing pitch that can be used to shine some light on a topic like nuclear energy!
Here’s ten ways to radiate a Nuclear Powered Easter Egg Hunt:
1. Create your Pitch
The pitch, either written or verbal, is the invitation/advertisement you use to capture your "target markets" attention to convince them that they want what you've got! Competition is fierce in today's social media savvy world. Your objective is to come up with an idea that will tie your event to your product or message in a creative way that gets noticed!
The moment your pitch leaves your real or virtual mail box you are setting the mood for your event.
Here we took a plastic hard hat resembling the ones worn at a nuclear power plant and turned it into an Easter Basket! My book's cover is adhered to the front, and I included a character from the book! You could easily insert your invitation into an egg. This would be a great way to invite a classroom or civic organization to your event.
I usually pitch the media via e-mail. If possible I always include a visual with my pitch. You have about 15 seconds to grasp their attention!
To set the mood for our nuclear Easter egg event, I used an illustration from Nuclear Power: How a Nuclear Power Plant Really Works! and the following verse in my invitation:
This year the Easter Bunny had some help from:
A Pretty Blue Bird , a White Lab Rat, and Red-furred Cat
who got their Easter eggs from Nukie Nuclear Power Plant.
Nutcracker Publishing invites you to: Hop on Over!
We are Cracking Open Easter eggs that Glow in the Dark.
Join us for a Nuclear Powered Easter Egg Hunt that Radiates Brilliance!
2. Target your Market
What is it that you really want to do?
Educate your Community
Let people know your company/product exists
Raise Awareness
Raise Money
Who do you want to do it to?
Pro Nuke Colleagues
Anti-Nuke Neighbors
People on the Fence
Media…who will reach all of the above.
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| Parents at 1980 STPNG Easter hunt |
Inviting children to your Easter Egg Hunt does not necessarily mean you’re targeting children. One of the first things I observed while working in the nuclear industry is that parents would use their children as an excuse to educate themselves about nuclear energy. The elementary school program I created was frequently requested and presented to community civic clubs.
An Easter Egg Hunt that begins after dark can easily be adapted into an adult party.
If your objective is to raise awareness go ahead and invite your anti- nuclear neighbor! BUT if you are trying to raise money DO NOT invite or ask for a donation from anyone who does not support your cause!
If you are targeting the local media, find out if they have children or grandchildren. When you contact them with details about your event invite their children to participate in the egg hunt.
If you had to work weekends wouldn’t you appreciate an assignment where you could bring along the kids?
3. Figure out your Budget
Only you know what you can afford, but the thing I love about an Easter Egg Hunt is it does not have to cost a fortune. Plastic eggs along with glow-in-the-dark sticks can be obtained at the Dollar Stores. You can ask volunteers or even the people you invite to bring cupcakes/cookies/plastic eggs etc.
It’s been my experience that when you’re hosting a neighborhood or community event open to everyone that people are grateful that someone is doing all the planning and legwork. They are happy to donate eggs YOU can stuff and hide.
Seek out a sponsor who supports your cause and ask them for donations. Easter supplies are not expensive, and it is easier to ask for and receive Easter eggs or bunnies than money.
If asked, local businesses will often donate their products or service in exchange for advertising.
Your goal is to be Memorable not Expensive.
4. Recruit Volunteers
Talk to the local school/college/church. In today’s competitive world I’ve found that high-school or college students are often happy to do a volunteer gig that earns them a letter of recommendation that can be listed on a college application or resume. Don't overlook younger children. They complain less than adults! As you can see from the photo above they enjoy helping.
Make the big decisions BEFORE you recruit anyone to help you.
There will be plenty of opportunity for disagreements on the smaller decisions- like cupcake flavor.
The more planned out your event is before you recruit your volunteers the smoother it will go. This will make your job look easy, fun, and glamorous to anyone on the outside, who is wondering how you managed to work yourself up to such an enviable position. With luck, next year you will be able to congratulate them on their promotion as chairperson and let them head up your Easter Egg Hunt.
5. Pick your Date/Time/Venue and Pick your Rain Date/Time Venue
Notice I placed this after recruit.
Easter often coincides with Spring Break so it’s a good idea to make sure the majority of your volunteers will be able to make the date/time/ venue of your event, and are not in a condo on the beach somewhere.
Once the arguing has subsided and your date, time and venue has been programmed into everyone’s smart phone, you need to come up with a rain date. Perhaps it will make you feel better to know that despite always doing this, I have never had to use a rain date for an Easter event.
Snow is not a deterrent for a nuclear powered glow-in-the- dark Easter Egg Hunt! It might even be an advantage. You will not need to wait until dark to hide your Easter eggs! If you do not bury them too deep, they will radiate that nuclear glow right through the snow.
6. Props, Prizes, Food, Entertainment
Get ready to spend your budget money.
Props
You will want as many plastic Easter eggs filled with glow in the dark items that you have the funds, time, and energy to stuff and hide.
Here is how we “nuked” our eggs. We purchased glow-in-the dark bracelets, activated a bracelet and then inserted it into a plastic Easter egg. I got eggs and glow sticks from the dollar stores. Making the eggs glow was not expensive…
OR EASY!
The glow will not last forever, so we had to wait until just hours before our hunt to activate the bracelets and stuff our eggs. Also the bracelets were a tight fit inside the egg. So nuking (stuffing) our eggs took longer than expected. So find the largest eggs and smallest glow item you can, and check out the tealight alternative I mentioned earlier.
I have noticed that today you can purchase glow-in-the dark eggs, but I would advise doing some research and reading the reviews before you do.
When it comes to decorative props I usually purchase items that will decorate my venue, but later I can hand out during and after as prizes. Such as: Easter baskets, large stuffed Easter bunnies, floral arrangements, decorative jars filled with jelly beans, even Easter flags.
Prizes
Whatever you purchase to decorate the premises with can usually be used as a prize that participants can win. People love to win. Spread the love and opt for a lot of inexpensive prizes vs. one big ticket item.
Even adults can guess how many jelly beans are in a jar, or participate in the Bunny Hop or Raw Egg Toss. Children love to see their parents participating.
Sometimes guests will show up without an Easter basket to gather their eggs in. Make sure you have some sacks or plastic buckets with your company logo on them that can be used.
Food
My favorite thing about any party is the food! So when I plan a party I plan on giving myself an excuse to eat all those fattening treats I usually avoid. However, some people have will-power and /or health concerns. It’s a good idea to have diet drinks, gluten free something and anything that might illicit an allergic reaction labeled.
Even if the party is for children, you need to feed and satisfy the adults as well.
Entertainment
The competition of the hunt itself is usually entertainment enough.
However, you will also need something that will keep everyone occupied while waiting for dark, and your volunteers hide those nuclear powered eggs.
Like pin the tail on the bunny, and dancing to the bunny hop.
Or the video you see here.
It’s entertaining, educational, and self-promoting.
This is your opportunity to get your message out in a way that is fun. If you squeeze it between your video and a dance party; make it fun, call it a game, and offer prizes to the winners you will find that no one minds a dose of self-promoting Trivial Pursuit or nuclear fun-fact Jeopardy.
7. Costumed Characters/ Visual Interest
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Whether it’s the Easter Bunny, a company mascot, or a storybook character like Tickles Tabitha,
Someone is going to have to dress up and that’s all there is to it!
Plan far enough in advance to make sure you get the Easter Bunny and not the Easter Chicken.
Journalists and especially TV journalists want to see both a compelling story and colorful visuals. Let them know you can provide both when you send them your pitch.
A costumed character provides a great video and photo opportunity. When they are posted on Facebook it will help get the word out about your organization.
I would suggest creating a backdrop out of an old sheet that has your company logo/ and or website address. Strategically place a bench where the bunny can sit in front of it and have pictures made with attendees.
8. Competition
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| Easter Bunny Competition. |
Even if you are having a friendly neighborhood fundraising event, announce your ground rules prior to the hunt and make sure you have volunteers stationed to enforce them.
Here is the way I have handled the stampede. Let the youngest participants go first and every minute or so let another age group join the hunt.
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| The cat won! |
9. Marketing your message: Nuclear powered eggs should be served over-easy!
An Easter Egg Hunt may provide a captive audience of excited participants, but it is not the time for a lecture on the technicalities of nuclear power or any other lecture.
While most local reporters enjoy attending and reporting fuzzy bunny tales like your Easter party, it is not a breaking news event.
Make sure someone writes, films, and photographs your party. So later, if the media is a no show, you can express regret that they missed a great party, and send along your own stories and photographs for publication. Most will appreciate it, and often will publish something you have sent.
If the local media does not, the social media experts attending your hunt will! Thanks to Facebook just about everyone is a social media expert these days.
As any five-year-old knows the best parties are the ones that give the attendees something fun to brag about later to the kids that didn’t go, and a yummy goodie bag to take home. The same can be said for grown-up marketing events.
So give your participants a memorable event, and send them home with a goodie bag filled with conversation provoking marketing materials...like maybe a picture book about nuclear power! Wink, wink.
10. Follow up
This is the section of marketing 101 that distinguishes a PR expert from a marketing amateur. It contributes to how people perceive you, your company, and your message. It will make it easier to keep or recruit volunteers for the next event. It indicates your level of professionalism. It will help promote your message.
Saying THANK YOU!
I was horrified to discover a story I sent a journalist several years earlier, that I thought had never been published, had made several regional papers where I lived near Raleigh, NC. It was the second time that journalist had published a story on me, and probably would have been the last- even if she had not left journalism for another job. She did me a huge favor and I had not bothered to say thank-you. I didn’t become on expert on any of these tips without making my own mistakes along the way, and I hope you can benefit from my mistakes.
Although it is the final step on my blog, it should be at the top of a “To Do” list. Even for an informal event I have written down a verbal thank you to say the day of, have composed thank-you notes, and a letter of recommendation that can be personalized with the names of volunteers who helped out.
Thank everyone publicly during any welcome speech the day of the event, including the people who show up to hunt eggs.
Say a private verbal thank-you to volunteers afterwards.
Post your thanks on your own and their social media pages.
E-mail a thank you to colleagues.
Write and deliver a letter of thanks and recommendation on your company’s or organization’s letterhead for your volunteers.
If the media attends send them a thank-you via whatever social media you used to contact them ASAP. After your story is published or airs send them a handwritten thank-you note. If possible, one that pictures your company’s logo.
Sadly, the only time some people adhere to this advice is when they’ve spent mega bucks to hire a PR consultant who offers up what my mama told me free of charge: Use your manners, show some class, and say Thank you!
So….thank-you, for reading through my rather lengthy nuclear powered Easter blog.
Happy Hunting!
