Meetings Marketing: How the Tried and True Complement the New


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Presentation provides information on how to market a meeting using direct mail, email, social media and advertising. Samples are from the association industry.

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  • ResearchGoalsObjectivesAudienceMessages TacticsBudgetTimeline Evaluation
  • Talk about economyTalk about food safety and traceablity learning center here
  • If global, also think about words in other languages.
  • Meetings Marketing: How the Tried and True Complement the New

    1. 1. Marketing Your Meeting: How the Tried & True<br /> Complement the NewAugust 17, 20093:15 – 4:30 p.m.<br />Denise Gavilan, principal, Gavilan Marketing & PR; <br />Kelly Koczak, VP, marketing communications, Produce Marketing Association<br /><br />Connecting Great Ideas and Great People<br />
    2. 2. This Presentation: Things you already know but shouldn’t forget Tried and True applied to new strategies and vehicles<br />
    3. 3. This Presentation: Game Changers: Strategies that change what you do and how your members and attendees interact<br />
    4. 4. This Presentation: New Things to Consider about Event Marketing: Goal should not be to just get people there…goal should be to get others to get people there… Telling their story – don’t forget the event is not just about you – it’s about them… Encourage others to share, post and re-purpose content <br />
    5. 5. Developing a Marketing Campaign<br />“Marketing takes a day to learn.<br /> Unfortunately it takes a lifetime <br />to master.”<br />Philip Kotler, 1931 - US marketing guru<br />
    6. 6. Goals & Objectives<br />Goal:<br />What do you hope to achieve with the marketing effort? Generally longer term<br />Objectives: <br />Shorter, tangible, measured<br />
    7. 7. Your Audience<br />
    8. 8. Tried and True Tip:SegmentationFirst timersOutside USLoyalists – those who come every yearSponsorsVendorsCRM DataBy issue interest/focusAnalyze, segment and target <br />
    9. 9. Messages<br />
    10. 10. Tried and True Tip:Messaging<br />Provide simple, clear, concise messaging that resonates with customers.<br />Be sure messages are consistent throughout the organization<br />Integrated in marketing, public relations, business development activities <br /> <br />
    11. 11. Tried and True Tip:Call to Action<br />Have a very clear and distinct call to action in every communication. <br />Whether it is signing up to register, learn more, fill out a survey, get something, each promotion must be carefully tailored to get a response. <br />E-mail is still personal and must build a relationship with your reader.<br /> <br />
    12. 12. Marketing Tactics<br /><ul><li>How can youreach your audiences?
    13. 13. When should you?
    14. 14. What resources do you have or need?
    15. 15. What is your timeline?
    16. 16. What is your budget?</li></li></ul><li>Develop Show Identity<br />
    17. 17. Direct Mail<br />
    18. 18. Direct Mail With Variable Data<br />
    19. 19. Variable Data Postcard A: Back<br />
    20. 20. Variable Data Fonts<br />
    21. 21. Explore Strategic Partnerships<br />Leverage your relationships with other groups<br />What can you offer that they don’t have?<br />What can you offer each other?<br />Often working with other groups helps you get more results for less effort and less cost.<br />
    22. 22. Tried & True Tip<br />Be timely, and be relevant.<br />Capitalize on current issues/concerns<br />Any new value at your event is an opportunity to re-communicate with your audience<br />
    23. 23. E-mail Campaign<br />
    24. 24. Tactics<br />What’s (kind-of) new?<br />
    25. 25. WebsiteYour event Website should be a toolbox to get others to help you promote it. <br />
    26. 26. Web siteWeb Stickers & E-mail Signatures <br />
    27. 27. E-Postcard Campaign<br />
    28. 28. WidgetsA widget is anything that can be embedded within a Web page.Adds some content to that page that is not static. Countdowns for events, tips for attendees, exhibitors.  Think about your audience and how you can use these: Games, photos, calculator, etc.  <br />
    29. 29. Word of Mouth<br /><ul><li>Messages are different for e-mails, direct mail, ads
    30. 30. Website can be different
    31. 31. Advocates help spread word
    32. 32. Word travels through right circles</li></li></ul><li>Word of Mouth<br />Influencers: Not just advocates<br />Know who the key influencers are for your industry – and use them!<br />
    33. 33.
    34. 34. Influencers<br />Influencers: Not just advocates<br />
    35. 35. Influencers<br />Influencers: Not just advocates<br />
    36. 36. PURL Campaign<br />
    37. 37. Social Media<br />
    38. 38. Social Media<br />It’s about:<br /><ul><li>Content
    39. 39. Conversation
    40. 40. Community</li></li></ul><li>Social Media: Twitter<br />There were 53 tweets alone from the opening general session panel on our research project with the National Restaurant Association and the International Food Distributors Association<br />Those tweeters reached a combined audience of about 2,500 people that weren’t at the conference – most linking to other content from PMA. <br />Tweeters were a mix of media and attendees who used our hashtag.<br />
    41. 41. Social Media: Twitter<br />
    42. 42. Social Media: Twitter<br />We promoted the hashtag through all related-mails, exhibitor bulletins and our magazine. <br />
    43. 43. Tried, True & New Tip<br />Consider setting up a corporate Twitter account to engage brand advocates, influencers, media and prospects.<br />Don’t set up a Twitter account unless you can commit resources to providing regular updating and creating a dialogue with users.<br />Encourage employees to set up Twitter feeds and leverage your network to engage advocates and distribute content.<br /> <br />
    44. 44. Tried, True & New Tip<br />Understand your business goals first and develop a strategy.<br />Don’t jump into every social network or specialty site. Take the time to understand which ones make sense for your business. Does My Space work for your audience?<br />Do they use it?<br />If they don’t, could also be an opportunity to educate your members and provide more value from your organization – take them along with you.<br /> <br />
    45. 45. Fish Where the Fish Are<br />Google Adwords campaigns<br />Target competitor events<br />Focus by language <br />Cost-effective: tailor to your budget<br />Also good for crisis communications to businesses and consumers. <br /> <br />
    46. 46. Videos & Demos<br /><br /><br /><br />
    47. 47. Tried, True & New Tip<br />Consider starting your own video contest and upload the winning entries to your channel or site. <br />
    48. 48. Mapping<br />Use Google Maps or Bing to map out where members are – get people to get together to talk about event, host local/regional networking in advance of the meeting to spread the word, make contacts, promote the event<br /> <br />Google Maps API can be integrated into your site to help mobilize attendees:<br />Show where potential attendees are, increase sponsorships by working with local businesses to map out restaurant locations, entertainment locations to your participants, or other fun ideas such as where to get coffee.<br />
    49. 49. Incentives<br />People like a deal or reward<br />
    50. 50. Budget & Timeline<br /><ul><li>Begin campaign at least six-to-eight months before meeting
    51. 51. Budget for expected (printing, website development, design etc.) and unexpected expenses (postage increases, consultants, research, etc.)</li></li></ul><li>Evaluation<br /><ul><li>It’s ongoing
    52. 52. Did you meet your goals and objectives?
    53. 53. Audience feedback: was campaign well received?
    54. 54. Tactics: did they work?
    55. 55. Time: did you have enough?
    56. 56. Budget: did you meet or surpass?</li></li></ul><li>Tried, True & New Tips<br />Everything is scalable – and anything is possible<br /> <br />The best content is what the people create themselves<br /> <br />About Efficiency, Cost-effectiveness, and Intimacy<br /> <br />Create evangelists not attendees<br />
    57. 57. Thank You!<br />
    58. 58. Contact Information<br />Denise Gavilan, principal, Gavilan Marketing & PR<br /><br />703-447-9370<br />Kelly Koczak, VP, marketing communications, Produce Marketing Association<br /><br />(302) 738-7100, x. 3042<br />SEE YOU NEXT YEAR!<br />Annual Meeting & Expo<br />August 21 - 24, 2010<br />Los Angeles, CA<br />