best cities workshop marketing #icca11 tuesday 25/10/11

Event Marketing and Delegate Boosting

Best Cities Knowledge ExchangeTues 25 October 2011

Leipzig Convention Centre

Roslyn McLeod OAM

Managing Director

arinex pty limited

Australia

The most important elements of conference management

Marketing

Scientific/business Program

Budget

Marketing one does not work without a well formulated

budget and a timely scientific/business program

Increase in delegate registrations

Increase inClient satisfaction

Increase in abstracts

Increase in quality speakers

More media and increased promotion of industrycritical topics

Increase in sponsorship and exhibition sales

Increase quality of on-site services

Increase in ROI for Sponsors & Exhibitors

Increased profit for OC

Higher quality networking

Increased delegatesatisfaction

Congress Marketing as an integral part of the overall Congress organization

The Role of Marketing?

Ways to implement cost effective marketing practices

• Specific target group(s) • E-marketing • Network and relationships • Organising Committees • Strategic alliances• Extended sales force

Target Group

• Who will the congress attract?• What will attract participants?• What are the specific benefits to your target

group?• What is the congress’ USP? • Who is your competition?• Where will you access participants?• Do the hosts/organising committee have the power

to attract participation?• Where does the subject fit within the public

agenda?

E-marketing Campaigns

E-marketing Campaigns

Email Signatures

Google Analytics

Google AdWords

Event listings on related websites

Web 2.0

Weblogs

????Google Apps

• Utilising existing networks • Improves effectiveness

and reach of marketing effort

• Encourage participation and support

• Raise international/ national awareness of the congress

Extended Sales Force (ESF) Objectives

• Outline of marketing strategy• Electronic copy of congress logo • Promotional PowerPoint presentation• Congress brochures and postcards • Updates on congress registrations, speakers

and delegate numbers

ESF Promotional Kit

Strategic Alliances

Our alliances• INCON• Best Cities• Your client’s alliances• Networks• Partners

• Website links and endorsement • Database mailing to members • Marketing material at other meetings• Inclusion in their calendar of events• Seek free editorial and advertising in their

journals• Verify their effectiveness

Associations & Affiliates: Leveraging off Contacts

CASE STUDY2011 International Union of Geodesy and Geophysics (IUGG)

CASE STUDYWorld Congress of Internal Medicine 2010Melbourne

Delegate Boosting Strategies:

• Develop an integrated marketing campaign from the beginning – identify objectives, activities, ongoing evaluation methods

• Consider multiple strategies under one banner targeting specific regions and / or disciplines

• Research! Know your target audience and constantly re-evaluate to ensure effectiveness of strategy

• Use e-Marketing and industry networks as cost effective solutions

• Consider an Ambassador Program to create “buzz”, gain greater exposure, and utilise the endorsement of industry leaders

• Market the destination to create excitement, especially from international attendees

Successful Marketing

Top Tips

• Work smarter not harder• Utilise relationships• Be creative• Integrate technology• Team work with your PCO• Always bring everything back to your

target group