PCMA 2015 Attendance Marketing Steal These Ideas
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Session slides from PCMA Convening Leaders 2015 Chicago.
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PCMA 2015 Attendance Marketing Steal These Ideas
- 3. Photo by ricky_photographe - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/38782814@N04 Created with Haiku Deck
- 4. About You 4
- 9. Which intrigues you most? 9 Your Turn 1.COLLABORATE: Meeting & Marketing teamwork to grow key segments. 2.TARGET + MATTER: Connect conference benefits with critical problems top targets must solve. 3.EXTEND VALUE: Increase value runway beyond the event itself to increase engagement throughout the year.
- 14. Problems to solve? How will your conference help them improve? Opportunities to seize? What are their most critical needs? Identify Target Segments Top concerns for leadership? Issues keeping them up at night? Pain points?
- 16. 16 Your Turn Message Maps What does your map look like? Challenges, Opportunities, Value Prop, Offers? THINK WRITE SHARE Marketing to YOU: PCMA Convening Leaders
- 21. 8 Organizations to Emulate
- 22. Taglines to Increase Attendee Mattering
- 23. Event Microsites
- 25. Header – logo Should include your event location, dates, and tag line if using one. Registration Agenda Exhibitor List Why Attend? Headline Sentence-------(hook to draw reader in)----- ---------------------------------------------------------------- • Benefit 1 • Benefit 2 • Benefit 3 Closing--------------------------------------------------------- Photo Connect Blog New This Year Foundation Photo Photo
- 29. 29 Your Turn Email Template Discuss your template with your neighbor. What’s working and not working? THINK WRITE SHARE
- 32. “57% of a typical purchase decision is made before a customer even talks to a supplier.” CEB Study 1,400+ B2B customers
- 35. Shotgun Approach
- 37. OthersOthers Top Targets OthersOthers Tips more decisions to attend
- 39. • Feel obligated to attend • Tattoo on the arm • Measure success not in years, but in # of badge ribbons. • Board members, retired/life members, committee participants, chapter leaders • Justification story is based on volunteerism, passion and status. The Lifers
- 40. • Commonly found at meetings where speakers, speak to speakers. • Academics seeking points for tenure or being published. • Meeting often has posters as consolation prize. • Their ticket to the meeting. • Exhibitors and sponsors view them as influencers. The Professors
- 41. • Primary goal is thought leadership. • Sometimes guilty of doing a sales pitch. • May consider upping their ante after getting on the program. • Big play for consultants and freelancers. The Content Marketers
- 42. • AKA companies that should exhibit • Interested in networking & BizDev The Ambushers
- 43. • Get ‘em when they’re young • Students, Residents, etc. • Exhibitors don’t value • Low contribution margin • Sophomore Play The Rookies
- 44. • Expo floor only • Low investment • Aisle density • Good candidates for nurturing & upselling The Window Shoppers
- 45. • True buyers of your networking & education experience • Rarely attracted by CEU’s • Segment here and design education to attract them • Others will follow Investor Participants
- 46. • What audience groups do you segment and market differently to today? 46
- 48. So What?
- 50. Tell a Better Story Are Members Your Story?
- 52. Promotion Focus Prevention Focus Are one of these Mindsets more dominant? Marketing messages that resonate are polar opposite *Source – Columbia University Motivation Science Center Approach Pleasure Avoid Pain Prevention vs. Promotion
- 53. “The cap swap was great! I love meeting new people and sharing stories about our school!” Get Them To Pause
- 55. Create a Sense of Belonging
- 57. Publish “Who’s Coming?” List
- 58. VIP EXPERIENCE – INVITE ONLY VIP EXPERIENCE
- 64. Photo by Stuck in Customs - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/95572727@N00 Created with Haiku Deck
- 65. Thank you for participating! Please complete your session evaluation in the mobile app. Did you scan your badge? This is for CEU credits and also helps PCMA develop education for YOU.