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The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
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The Intentional Meeting Planner: Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors

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Aaron Wolowiec, MSA, CAE, CMP, CTA delivered this presentation during the Association Executives of North Carolina annual meeting on Sunday, July 13, 2014, at the Charlotte Marriott City Center in …

Aaron Wolowiec, MSA, CAE, CMP, CTA delivered this presentation during the Association Executives of North Carolina annual meeting on Sunday, July 13, 2014, at the Charlotte Marriott City Center in Charlotte, NC.

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  • 2:45-2:52 p.m. [session ends at 3:45 p.m.]

    Welcome
    Introduce myself
    Poll audience: suppliers vs. planners
    Worksheets
  • Elevate the quality and sophistication of our education programs
    Increase engagement before, during and after our training sessions and conferences
    Earn consumer loyalty by building the reputation of our signature events
    Create experiences that support both repeat and first-time attendance
    Improve our bottom lines, including the purchase of other products/services
  • 2:52-3:05 p.m.

    Have two sets of three flipcharts. Participants will count off by six and they will be assigned to one of the six flipcharts.

    Due to time constraints, I’m going to ask that you complete this series of steps quickly and quietly.

    Count off and relocate to flipchart – 2 minutes
    Introduce yourselves (name, organization, role) – 1.5 minutes
    Station 1 (What specific actions can association professionals employ to effectively market meetings and events?) – 2.5 minutes
    Move to station 2 – 30 seconds
    Station 2 (What innovative instruction formats can association professionals utilize to engage attendees?) – 2.5 minutes
    Move to station 3 – 30 seconds
    Station 3 (What specific actions can association professionals employ to develop successful partnerships with sponsors and vendors?) – 2.5 minutes
    Move back to your seat – 30 seconds
  • 3:05-3:15 p.m.

    I’m going to share with you a series of four tactics (from a more robust list of 10 which I’ll make available following this program). We’ll then read what you came up with during the carousel activity. Finally, I’ll ask you to choose one action item you’d like to explore further.
  • Every event comprises some combination of learning and networking. One way to elevate yours above the others is to demonstrate the value attendees can expect to gain in both the short-term (e.g., contacts, ideas, goals, objectives) and the long-term (e.g., strategy, tactics, products, services, profit).
  • If your event could talk, what would it sound like? An elderly grandparent? A progressive hipster? Ensure written collateral closely resembles the tone and sophistication of your audience. As appropriate, add in elements of levity, informality, slang and pop culture to also make them fun and interesting to read.
  • Determine how your association communicates. And don’t just think in terms of print communications – include all digital and social media platforms, as well. Optimal event marketing is multimedia in nature and should include messaging in most – if not all – of these communication channels.
  • Identify your repeat attendees and arm them with the tools needed to promote your events. Consider guest blog posts, social media chats and featured magazine columns. Likewise, remove as many barriers as possible to encourage easy sharing of member-generated materials.
  • Have a volunteer review the flip chart ideas (give him/her a prize for volunteering)
    Ask participants to select an action item and record it on their handouts
  • 3:15-3:25 p.m.

    I’m going to share with you a series of four tactics (from a more robust list of 25 which I’ll make available following this program). We’ll then read what you came up with during the carousel activity. Finally, I’ll ask you to choose one action item you’d like to explore further.
  • This innovative learning concept provides conference participants with an opportunity to unpack and make meaning out of information presented during a general session. Small teams identify personal opportunities for change and brainstorm a variety of strategies for growth. Each attendee then commits to an actionable objective to be completed within a specified period of time.

    Plug my session Monday at 9:45 a.m. in this room.
  • Presenters are given just five minutes to speak about their ideas and personal or professional passions, accompanied by 20 slides. Each slide is displayed for just 15 seconds, and slides are automatically advanced. The presentations are meant to generate awareness and to stimulate thought and action on the subjects presented.
  • Each table for six (a distinction that’s important for meaningful dialogue) has on it both a tent card indicating a broad topic and several index cards listing various question prompts or challenges related to the table’s theme. Participants roam the room, identify a topic they are interested in, sit at that table and informally converse with others also interested in that topic over lunch.
  • These are modeled after the Genius Bars found in Apple stores. They may be set up between education sessions and during longer break times. “Geniuses” have extensive knowledge about the industry, and they work with you face-to-face to provide technical support and troubleshoot any problems you may be experiencing.
  • Have a volunteer review the flip chart ideas
    Ask participants to select an action item and record it on their handouts
  • 3:25-3:35 p.m.

    I’m going to share with you a series of four tactics. We’ll then read what you came up with during the carousel activity. Finally, I’ll ask you to choose one action item you’d like to explore further.
  • Develop a written agreement or MOU outlining the deliverables both the sponsor/vendor and the association can expect.
    Help the sponsor/vendor establish realistic, measurable goals (e.g., number of booth visitors, meetings scheduled or qualified leads obtained) based on sponsor/vendor level.
    Create and share a success guide that orients sponsor/vendor personnel to the meeting or event, sharing tried and true best practices for making the most of their investment.
    Have seasoned association volunteers mentor new sponsors/vendors in preparation for the meeting or event.
    Create webinars with tips/tricks for navigating your event (e.g., how to network with leads onsite).
  • Sponsorship activation is a marketing term used to indicate a sponsor’s intention to independently promote and advertise its sponsorship. All costs associated with this promotion are absorbed by the organization, and are above and beyond the amount of money allocated to the sponsorship itself. The organization takes on the responsibility of creating awareness, or activation, with the association’s members/attendees.

    Before the show this might include print/online advertising; promotions on the organization’s website, blog and email signatures; and social media posts. It might also include direct contact with attendees, current/past customers, prospects and VIP clients.

    During the show this might include product or solution-related demonstrations, the dissemination of an informational card or promotional item, food and beverage, an interactive game and/or a prize raffle.

    Following the show this might include disseminating personal emails or postcards with a special discount. It may also include additional sponsor, exhibitor or advertising opportunities.
  • Following are just some of the places the association could promote sponsors/vendors:

    Print publications (e.g., registration brochure, postcards, onsite conference guide, magazine)
    Online publications (e.g., newsletter, emails, website, blog, social media); link back to websites, as appropriate
    Onsite (e.g., announcements, audiovisual presentation, signs, bag inserts, tent cards, mobile app, handout materials)

    Always reinforce how important it is that participants visit with sponsors/vendors; without them our events wouldn’t be possible.
  • Sponsors/vendors need to feel appreciated. Following are just some of the ways we can make sponsors/vendors feel less like a commodity:

    Handwritten thank you card
    Small token of appreciation/gift (e.g., cookie or lottery ticket – We’re lucky to have you.)
    Face-to-face thank you from staff, education committee, board of directors and/or attendees
    Comfortable green room to use during down time
    Massages or other small spa services
    Special food and beverage (e.g., upgraded coffee station or snacks during set-up)
    Personal email
    Heartfelt thank you in all correspondence, including print/online publications
    Special badge, ribbon or sticker
    Reward longevity
    Prize drawing
    Upgraded sponsor/vendor next year
    Appreciation reception
  • Have a volunteer review the flip chart ideas
    Ask participants to select an action item and record it on their handouts
  • 3:35-3:45 p.m.
  • Review the three action items you identified on your worksheet. Please take just a couple of moments to review these. I’d like you to prioritize them in the following way:

    Which one action item would you like to explore further within the next 30 days? 60 days? 90 days?

    Mark deadlines next to each one as follows: Aug. 13; Sept. 13; Oct. 13.
  • O – What are some of the things we discussed today?

    O – What really stood out for you?

    R – What seems most critical to you?

    R – What parts of this were exciting to you?

    I – When you return to work:
    What changes will you make?
    What other things will you consider or look into?

    D – What other ideas has this session generated for you?

  • If you leave me your business card at the end of this session, I’ll share with you:

    Slide deck
    Resources noted on this slide
    Subscription to monthly enewsletter
  • 3:45 p.m.

    In the meantime:

    Let me know if you have any questions or feedback about this session.
    You should have received a copy of my promotional brochure; however, you may also pick up my business card before you leave today.
    You’ll note on this slide a variety of ways we can keep in touch. Feel free to subscribe to our blog – or any of our social media channels.
    Thank you for participating in this session. I hope you found it valuable.
  • Transcript

    • 1. Giving & Getting More From Your Marketing, Speakers, Sponsors & Vendors
    • 2. Education Engagement Loyalty Retention Return
    • 3. • If Events Could Talk: 10 Strategies for Fueling a Powerful Voice • 25 Instructional Strategies Guaranteed to Refresh Your Signature Programs • Achieving Exhibitor Success: Activation Opportunities Before, During & After the Show
    • 4. (616) 710-1891 aaron@eventgarde.com www.eventgarde.com www.aaronwolowiec.com

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