increasing event attendance attract deliver influence
DESCRIPTION
TRANSCRIPT
Increasing Event AttendanceAttract | Deliver | Influence
Deborah MattesonNth Degree Events
Top 3 Event Marketing Concerns
1. Reaching New Customers
2. Growing Market Share Profitably
3. Building Brand Awareness
Strategy Gets Results
Strategy Gets Results
> Event Strategy> Architecture
> Marketing Strategy> Marketing Communication> Creative> Content
> Tools> Direct Mail> Email> Guided Voicemail> Web 2.0
> Measurement
Targeting Gets Results
Targeting Gets Results
> Corporate Customers & Prospects> Corporate Partners –
> Exhibitors and/or Sponsors
> Speakers
Who is the target audience?
> Customers and prospects> Sponsors and/or exhibitors> Speakers > Industry Executives> Early adopters and influencers> Your staff
Data Management/List Strategy
> Direct Marketing> Email Marketing> Voicemail Marketing
Segmentation
> Customizing message by product group, industry group or attendee level
> Segment offerings: Day Passes, Expo Only Passes
Tools
> Direct Mail> Print Advertising> Email> Web 2.0 (Second Life)> Guided Voicemail> WOM
Improving Results
How service buyers hear about seminars
and presentations
> 74% received invitation in the mail> 59% referred by a colleague> 58% received email from provider> 31% received invitation by telephone
According to raintoday.com
Communication Plan
Registrants by Week
Web 2.0
> Social Networking> Blogging> Podcasting> Text Message Marketing
Exerting Influence
> Word of Mouth Marketing> Buzz Marketing> Viral Marketing> Brand Blogging
Creative Gets Results
Intel Enterprise Launch
Content
> It’s all about content> C4P
> Design the event to attract the right audience and then deliver on the promise> Logistics and educational content must
merge to create a supportive learning environment
Event Architecture
> Program and Schedule Development> Content Management and Delivery> Learning Optimization> Venue Utilization
Executive Event
> Program and Schedule Development> Content Management and Delivery> Learning Optimization> Venue Utilization
Product Launch
> Program and Schedule Development> Content Management and Delivery> Learning Optimization> Venue Utilization
Measurement Gets Results
Measurement
> Survey/Analyze/Recommend> Focus Groups/Advisory Boards> Results inform future events> Continuous Improvement
Top 3 Marketing Concerns
> Reaching New Customers> Growing Market Share Profitably> Building Brand Awareness
Answered by implementing effective marketing strategy that attracts the
right audience with the right message and influences the right
behavior
