the counterintuitive know your program audience
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The Counterintuitive Know Your Program Audience. Mark Schofield NFPA November 15 , 2007. NFPA: The Authority on Fire, Electrical, and Building Safety. - PowerPoint PPT PresentationTRANSCRIPT
The CounterintuitiveThe Counterintuitive Know Your Program Know Your Program AudienceAudience
Mark SchofieldMark SchofieldNFPANFPANovember 15, 2007November 15, 2007
The The CounterintuitivCounterintuitivee
NFPA: The Authority on Fire, NFPA: The Authority on Fire, Electrical, and Building Electrical, and Building Safety.Safety.
The mission of the nonprofit NFPA is to reduce The mission of the nonprofit NFPA is to reduce the worldwide burden of fire and other the worldwide burden of fire and other hazards on the quality of life by providing and hazards on the quality of life by providing and advocating consensus codes and standards, advocating consensus codes and standards, research, training and education.research, training and education.
NFPA serves as the leading advocate of fire NFPA serves as the leading advocate of fire prevention and is an authoritative source on prevention and is an authoritative source on public safety. NFPA's 300 codes and standards public safety. NFPA's 300 codes and standards influence every building in the U.S.influence every building in the U.S.
The The CounterintuitivCounterintuitivee
NFPA Educational NFPA Educational ProductsProducts Open Registration SeminarsOpen Registration Seminars Contract SeminarsContract Seminars World Safety ConferenceWorld Safety Conference VideoVideo On-line LearningOn-line Learning
The The CounterintuitivCounterintuitivee
Fire Alarm SeminarsFire Alarm Seminars
What a business, many What a business, many come back every third come back every third year!year!
The Counterintuitive?The Counterintuitive?
The The CounterintuitivCounterintuitivee
Project Manager Project Manager – Role - Manager of engineers, techniciansRole - Manager of engineers, technicians– Need - Understanding of major codes & how they Need - Understanding of major codes & how they
interact interact Domain ExpertDomain Expert
– Role – The Specialist, Resource to engineers, Internal Role – The Specialist, Resource to engineers, Internal ConsultantConsultant
– Need – “Competency”Need – “Competency” DesignerDesigner
– Role – Puts in on paper…accuratelyRole – Puts in on paper…accurately– Need – Ensure Compliance…quickly, Produce! Billable Need – Ensure Compliance…quickly, Produce! Billable
HoursHours ““Auditor “ (POSH)Auditor “ (POSH)
– Role – Confirms ComplianceRole – Confirms Compliance– Need – Confidence!Need – Confidence!
The The CounterintuitivCounterintuitivee
How Segment Needs How Segment Needs Influenced Influenced Open Registration SeminarsOpen Registration Seminars
Increased schedule for Increased schedule for Designer;Designer; more more deluxe for deluxe for Project ManagersProject Managers– Las Vegas and Omaha / Continental Las Vegas and Omaha / Continental
BreakfastBreakfast Added more checklists and job aids for Added more checklists and job aids for
Auditors Auditors (“Tools” to confirm (“Tools” to confirm compliance)compliance)
And, realized that the And, realized that the Domain Experts Domain Experts only went to the Conferenceonly went to the Conference
What a business, they have What a business, they have to come back every third to come back every third year!year!
The Counterintuitive…The Counterintuitive……”…”they” are “thems”they” are “thems”
……some will do much more some will do much more
What a business, they have What a business, they have to come back every third to come back every third year!year!
The Counterintuitive side note…The Counterintuitive side note………Seminar attendees do not attend Seminar attendees do not attend the conference and vice-versathe conference and vice-versa
The The CounterintuitivCounterintuitivee
The The CounterintuitivCounterintuitivee
Life Safety Code ProgramsLife Safety Code Programs
Plans ReviewPlans Review
Lower the price, they’ll Lower the price, they’ll come by the dozens!come by the dozens!
The Counterintuitive?The Counterintuitive?
The The CounterintuitivCounterintuitivee
Low Price Seminar TestLow Price Seminar Test
Test: create a financially viable seminar model below the $200 per day threshold, to reach the segment of our audience that has “proven” to be price sensitive.
Background: When subsidized by a Grant, average attendance in the NFPA 1600 seminar was 65, without the subsidy it averaged 18
The The CounterintuitivCounterintuitivee
Low Price Seminar ModelLow Price Seminar Model
Non-code seminars Non-code seminars NFPA 1600 Emergency Evacuation Workshop Facility Safety
– 1-day of Management and Prevention– 1-day of Maintenance & Protection
Lower the price, they’ll Lower the price, they’ll come by the dozens!come by the dozens!
The Counterintuitive…The Counterintuitive………The “offer” and the “Sponsor” The “offer” and the “Sponsor” have far greater influence than have far greater influence than priceprice
Just my opinion, but you are Just my opinion, but you are wasting money on a 32 page wasting money on a 32 page brochure…brochure…The Counterintuitive?The Counterintuitive?
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Conventional wisdom
32 Page 8 Page
ASAE = 64 Pages in 2004Exhibitor Show = 52 Pages in 2004MacWorld = 28 Pages in 2005
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Background InformationBackground Information
Potential Cost Savings (8 Page)– Printing $22,000– Postage $5,000– Design $3,000
Strong relationship with NFPA
Dedicated to the Industry
Networking with peers
Magazine, Web, Email…
Contingency plan if needed8 Page
The The CounterintuitivCounterintuitivee
The TestThe Test
32-page brochure mailed to 190K, 32-page brochure mailed to 190K, subsequent mailings sent to subsequent mailings sent to smaller targeted audiences within smaller targeted audiences within that list.that list.
8-page brochure – nth select of 10K 8-page brochure – nth select of 10K Consistent across all lists and mail Consistent across all lists and mail drops to insure integritydrops to insure integrity
The ResultsThe Results 32-Page * 8-PageList Name Response
Rates Response
Rates
In-House Names
1.64% 2.85%
Previous Attendees
2.39% 5.68%
Outside Lists
.36% .92%
Rental Tests
.16% .82%
Rental Continuations
.16% .43%
Average 1% 1.92%
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Action Steps/ResultsAction Steps/Results
2006 & 2007 NFPA conference brochure was 12-pages (Pre-conference)
Website / Email / Advertisements / Calendar Listings / Etc…
Saved $30,000 Exceeded attendance target!Exceeded attendance target!
Just my opinion, but you are Just my opinion, but you are wasting money on a 32 page wasting money on a 32 page brochurebrochure
The Counterintuitive…The Counterintuitive…
……Don’t confuse me?Don’t confuse me?
The The CounterintuitivCounterintuitivee
DullDull FancyFancy39,9439,94
77272272 .68%.68% 39,9439,94
77212212 .53%.53%
I don’t want to share…I don’t want to share…
The Counterintuitive?The Counterintuitive?
The The CounterintuitivCounterintuitivee
BackgroundBackground
Joint Commission on Hospital Joint Commission on Hospital Accreditation (JCAHO) requires use Accreditation (JCAHO) requires use of NFPA’s “Life Safety Code”of NFPA’s “Life Safety Code”– NFPA decides to test a 3-day “Health NFPA decides to test a 3-day “Health
Care Life Safety Code” seminar, Care Life Safety Code” seminar, then…then…
– JCAHO approaches NFPA to jointly hold JCAHO approaches NFPA to jointly hold 3-day “Health Care Life Safety Code” 3-day “Health Care Life Safety Code” seminarseminar
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NFPA’s Seminar ResultsNFPA’s Seminar Results
BostonBoston 13 Attendees13 Attendees
BaltimoreBaltimore 16 Attendees16 Attendees
OrlandoOrlando 22 Attendees22 Attendees
The The CounterintuitivCounterintuitivee
The The CounterintuitivCounterintuitivee
Shared Seminar ResultsShared Seminar Results
BostonBoston 13 Attendees13 Attendees
BaltimoreBaltimore 16 Attendees16 Attendees
OrlandoOrlando 22 Attendees22 Attendees
BostonBoston 68 Attendees68 Attendees
ChicagoChicago 76 Attendees76 Attendees
OrlandoOrlando 79 Attendees79 Attendees
I don’t want to share…I don’t want to share…
The Counterintuitive…The Counterintuitive…
……The sum is greater than the The sum is greater than the partsparts
An Amazing Selection of An Amazing Selection of Unbelievably Priced Unbelievably Priced Seminars!Seminars!
The Counterintuitive?The Counterintuitive?
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Earn valuable CEUs Interact with
nationally recognized instructors
Protect lives and property
Stay up-to-date with evolving fire protection and safety standards
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Brand StatementsBrand Statements
““There are 300 Fire Codes. And one There are 300 Fire Codes. And one reliable source to help you sort through reliable source to help you sort through them.”them.”
““Fire protection and safety standards are Fire protection and safety standards are constantly evolving. NFPA gives you the constantly evolving. NFPA gives you the most up-to-date information.”most up-to-date information.”
““Fire protection and Safety requires Fire protection and Safety requires extensive knowledge in hundreds of extensive knowledge in hundreds of areas. NFPA brings you experts in all of areas. NFPA brings you experts in all of them.”them.”
An Amazing Selection of An Amazing Selection of Unbelievably Priced Unbelievably Priced Seminars!Seminars!
The Counterintuitive!The Counterintuitive!
……not our spin, but their not our spin, but their perceptionsperceptions
The The CounterintuitivCounterintuitivee
More Counterintuitive?More Counterintuitive?
List Description Mailed Response Attendees %buyers of 70E 4,028 1.76% 71 40%
healthcare section 436 1.15% 5 3%
buyer of NEC $200+ 996 0.90% 9 5%
electrical section 604 0.66% 4 2%buyers of LSC
101 5,967 0.52% 31 18%industrial section 421 0.24% 1 1%
Total Lists 12,452 0.97% 121 68%