Special shows require special positioning How Clarion launched a million pound global portfolio of Mobile Money Transfer c...
Please think about… <ul><li>How to create a show that meets the needs of YOUR buyers and sellers </li></ul><ul><li>How to ...
How to… identify a great topic for a confex <ul><li>MMT: a crazy idea about using mobile phones to provide financial servi...
How to…  create a show that meets the needs of BUYERS and SELLERS <ul><li>A new event for a new market </li></ul><ul><li>I...
How to…  create a truly unique experience at YOUR event <ul><li>Practical: the “hands-dirty” event </li></ul><ul><li>Inter...
How to…  create a community, not just a confex <ul><li>Being really obsessive about DATA! </li></ul><ul><li>The LinkedIn M...
Here’s one I made earlier <ul><li>LinkedIn – a ready made community </li></ul>
Here’s one I made earlier <ul><li>2,309 current & potential customers </li></ul>
Here’s one I made earlier <ul><li>A thriving discussion board </li></ul>
Interviews with key speakers
<ul><li>Valuable </li></ul><ul><li>Research </li></ul><ul><li>–  check </li></ul><ul><li>out hot </li></ul><ul><li>news! <...
How to market your events through social media networks <ul><li>Drive discussions and news – make your group worth checkin...
How to… globalise a successful confex brand <ul><li>Consistency of  BRAND </li></ul><ul><li>Consistency of  EXPERIENCE </l...
How to…  beat the competition <ul><li>First mover advantage </li></ul><ul><li>Unique  Selling Points  </li></ul><ul><li>– ...
Clarion Conferences, not necessarily the biggest conference company in the world… <ul><li>From zero to £20m in two years <...
Now it’s YOUR turn <ul><li>How to create a show that meets the needs of YOUR buyers & sellers </li></ul><ul><li>How to cre...
Special shows require special positioning   How Clarion launched a million pound global portfolio of Mobile Money Transfer...
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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
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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UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen

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