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UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen
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UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen

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Special shows require special positioning - how Clarion launched a million pound global portfolio of Mobile Money Transfer confexs …

Special shows require special positioning - how Clarion launched a million pound global portfolio of Mobile Money Transfer confexs
By: Håkan Gershagen, Commercial Director, MacBrooks, London, UK
replacing Kieron Osmotherly, Group Director of Production, Clarion Conferences, Clarion Events Ltd., London , UK

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  • 1. Special shows require special positioning How Clarion launched a million pound global portfolio of Mobile Money Transfer confexs
  • 2. Please think about…
    • How to create a show that meets the needs of YOUR buyers and sellers
    • How to create a unique experience at YOUR show
    • How to create a community, not just an event
    • How to globalise YOUR successful event brand
  • 3. How to… identify a great topic for a confex
    • MMT: a crazy idea about using mobile phones to provide financial services to poor people in Sun-Saharan Africa
    • Read
    • Blog, chat and tweet
    • … but above all LISTEN!
    • … then VALIDATE!
  • 4. How to… create a show that meets the needs of BUYERS and SELLERS
    • A new event for a new market
    • Identify & profile NEEDS of buyers & sellers
      • SELLERS: Entrepreneurial technology developers, mostly still venture capital backed
      • BUYERS: New functions at MNOs, banks & MFIs
  • 5. How to… create a truly unique experience at YOUR event
    • Practical: the “hands-dirty” event
    • Interactive: small groups, shootouts
    • Independent: open, product agnostic
    • Whole ecosystem: all the key stakeholders
  • 6. How to… create a community, not just a confex
    • Being really obsessive about DATA!
    • The LinkedIn MMT Group (2,300 members)
      • The Community Development Officer Project
    • e-Newsletter (4,000 subscribers)
    • “ Community generation in Internet years”
    • … 7 year’s work …in 1 year
  • 7. Here’s one I made earlier
    • LinkedIn – a ready made community
  • 8. Here’s one I made earlier
    • 2,309 current & potential customers
  • 9. Here’s one I made earlier
    • A thriving discussion board
  • 10. Interviews with key speakers
  • 11.
    • Valuable
    • Research
    • – check
    • out hot
    • news!
  • 12. How to market your events through social media networks
    • Drive discussions and news – make your group worth checking every day
    • Aggregate news in a branded e-bulletin
    • Create a news archive for SEO
    • Sell your events to your group!!!
    • Capture data – email and call them
    • Pass new vendor members to exhibit sales
    • … welcome to the era of pull marketing!
  • 13. How to… globalise a successful confex brand
    • Consistency of BRAND
    • Consistency of EXPERIENCE
    • Define and REVALIDATE the opportunity and the tailor content for every local market
  • 14. How to… beat the competition
    • First mover advantage
    • Unique Selling Points
    • – BENEFITS that address your customers NEEDS
    • Ubiquity; SEO, social media networks
    • Under promise, over deliver
  • 15. Clarion Conferences, not necessarily the biggest conference company in the world…
    • From zero to £20m in two years
    • Acquisitions and organic growth
    • Supported by the entrepreneurial team of Clarion Events and VSS
    • Great people, great content, great events…
    • … great fun!
    • [email_address]
    … just the best!
  • 16. Now it’s YOUR turn
    • How to create a show that meets the needs of YOUR buyers & sellers
    • How to create a unique experience at YOUR show
    • How to create a community, not just an event
    • How to globalise YOUR successful event brand
  • 17. Special shows require special positioning How Clarion launched a million pound global portfolio of Mobile Money Transfer confexs [email_address]

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