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Creating, Distributing, and Selling Content in Event Management Context

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1. Why Content Matters? …

1. Why Content Matters?
2. Content Management: Creating, Distributing, Selling Content
3. Put things TOGETHER
4. Content & Marcom Team

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  • 1. CREATING, DISTRIBUTING & SELLING   CONTENT IN EVENT MANAGEMENT CONTEXT Presented by: Annie Hoang IDG ASEAN, Oct 2013
  • 2. AGENDA 1.  Why CONTENT matters? 2.  CONTENT MANAGEMENT at IDG ASEAN? 3.  Putting Things Together! 4.  Content & Marcom Team 5.  Group Assignment
  • 3. REVENUE HIGH QUALITY SPONSORS & PROFITS AUDIENCE PROFILE ATTENDEE HIGH SPEAKERS SERVICE QUALITY ATTENDEES PR & MARCOM EVENT DIRECTOR GREAT CONTENT BRAND LOGISTICS IMAGE & PREFERENCE ADMIN TECHNICAL DESIGN FINANCE VALUES MEDIA CONTENT DEVELOPMENT
  • 4. WHY CONTENT MATTERS? 1
  • 5. CONTENT AS KEY CUSTOMER VALUES!
  • 6. ANALYTICAL INSIGHTS •  Gain in-depth understanding on topics that related to career development or work problems or topics of personal interest through information and arguments put forward by the speakers, industry experts and fellow attendees •  Listen to industrial experts’ opinions, perspectives, analysis •  Learn new skills (how-to through workshops or tutorials) •  Learn from best practices in the market •  Seeking solutions to one’s own current problems INDUSTRY UPDATES •  Get a feel of what is going on in the industry (e.g. who are the market leaders? What products or services are currently available, etc) •  Stay in touch with new trends (e.g. technology trend, service trend) and see a vision of the future •  Learn about the legal framework or legislation regulating the industry activities 1   GOAL   WHY CUSTOMERS WANT TO ATTEND A PARTICULAR CONFERENCE? BUILDING RELATIONSHIPS •  Connect with old friends •  Meet new people •  Meet peers in the industry •  Meet suppliers and seek business partners •  Meet and build relationship with potential customers INNOVATIVE IDEAS •  Browsing for new ideas to apply at work •  Browsing for opportunities of solving current problems •  Brainstorming for a solution •  Learn about new concepts ACQUIRING KNOWLEDGE GETTING A FEEL OF BELONGING TO THE INDUSTRY COMMUNITY •  Find a place of acceptance and belonging •  Gather with like-minded individuals who share similar concerns, problems, challenges and opportunities 2   GOAL   NETWORKING
  • 7. 4.47 4.33 4.18 3.88 Industry  updates   In-­‐depth   New  concepts   understandings   and  ideas   Acquiring Knowledge Business   Networks   3.78 Belonging  to   community   Business Networking Figure 1: The perceived importance of different customer goals when attending conferences Using a scale from 1 to 5 (with 5 being ‘strongly important’ and 1 being ‘strongly unimportant’) – Sample No.: 235 respondents Results from research of customer goals show that the GOAL OF ACQUIRING KNOWLEDGE are perceived as much MORE IMPORTANT that the GOAL OF BUSINESS NETWORKING in driving CUSTOMER DECISIONS on whether to attend a conference
  • 8. CONTENT AS SOURCE OF REVENUE GENERATION!
  • 9. ALL STREAMS OF REVENUES ARE GENERATED BY PRODUCTION OF VALUABLE CONFERENCE CONTENT NETWORKING OPPORTUNITIES Values sought by sponsors Values sought by attendee s Conference tickets ATTENDEES Sponsorship s EVENT ORGANIZERS SPONSORS
  • 10. 2 CONTENT MANAGEMENT AT IDG ASEAN
  • 11. OBJECTIVES Objective 1 Objective 2 Objective 3 STRONG BRAND IMAGE KNOWLEDGE AS CORE COMPETENCY SALES & PROFITS Positioning IDG ASEAN as a provider of ‘content-rich conferences with insightful information and helpful solution’ Developing a knowledge-based system on ICT application in different industrial sectors, serving as IDG core competencies which can be leveraged to build content-rich products such conferences, market reports, articles, journals, etc. Supporting and facilitating IDG’s commercial goals of selling conference tickets and sponsorship
  • 12. CREATING CONTENT Conference Agenda
  • 13. THEME DEVELOPMENT Market Scanning • Market Trends • Industry Trends • Technology Trends • Suggested Topics Partner’s Opinions • Current Projects Deployed • Current Interest • Current Needs What to Focus on? • Theme • Topics Clients’ Opinions • Current target segment • Current focus Evaluation + Validation • Is it congruent to the trends • Does it match the audience’ needs of info? Audience’ Opinions • Current topics of interest • Current needs of info 1st version Agenda • Theme • Session Topics • Topics • Discussions
  • 14. CONFERENCE DEVELOPMENT RR & MARCOM SALESPERSON ATTENDEE MANAGEMENT SENT OUT FOR FEEDBACK 1st version Agenda 2nd version agenda ADJUST THEME/ STRUCTURE/ TOPICS GETTING FEEDBACK
  • 15. MAKE SURE YOUR SPEAKERS CAN DANCE ON STAGE!
  • 16. DISTRIBUTING CONTENT 1.  Sales Kit 2.  Marketing Content & Communication Channels 3.  Setting Goals & Measurement Metrics
  • 17. SALES KIT SPONSORSHIP 1.  Marketing Letter 2.  Conference Agenda 3.  Floor Plan 4.  Event Schedule 5.  Attendee Profile 6.  Sponsorship Package
  • 18. SALES KIT CONFERENCE TICKET 1.  Marketing Letter 2.  Conference Agenda 3.  Pricing 4.  Delegate Package 5.  Registration Form
  • 19. WEBSITE E-NEWSLETTERS PRESS RELEASES ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS MARKETING CONTENT
  • 20. •  Email •  Telephone •  Postal Mailing •  PR •  Social Media MARCOM CHANNELS
  • 21. DISTRIBUTING CONTENT Marketing Goals vs. Measurement Metrics
  • 22. SPONSORSHIP SALES FUNNEL Reten%on  =  Returned  Customers   SaCsfacCon  =  Happy  Customers     Customers  =  Register  as  Sponsors   Closure  =  NegoCates/  Feedback  in   terms  of  price/  benefits   Quotes  =  Asking  for  quotaCons   Qualified  Leads  =  Leads  with  budget/   pain  points/  interest   Lead  GeneraCon  =  Websites/  ExisCng   Customer  Databases    
  • 23. SPONSORHISP SALES TRACKING SALES FUNNEL TRACKING Pipe  Line   Leads   Qualified  Leads   Quote   Closure   Customers   SaCsfacCon   RetenCon   No.   %   ANALYSIS •  •  •  •  Conversion rate is High or Low? How to keep a high conversion rate? Understand which stage we losing most of the leads to identify the Low performing stages Reviewing sales follow-up process of the low performing stage Reviewing marketing process at the low performing stage
  • 24. DELEGATE ENGAGEMENT SALES CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/ Answering survey JOINERS = Register for Facebook/ Linked-In/ Google+/ Following Events SUBSCRIBERS = Subscribe enews/ Register to Download Content SALES FUNNEL ENGAGEMENT FUNNEL FUNNEL RETURNED CUSTOMERS Maintaining membership SATISFIED CUSTOMERS MEMBERS = Register for Conference Ticket/ Membership VISITORS = Browsing website QUALIFIED LEADS = Asking for quotation/ Show Interest SPECTATORS = Read e-news LEADS
  • 25. TRACKING ENGAGEMENT Goal 1: Subscribers §  Track via URL Goal on Google Analytics §  Number of usable contacts exported from website Goal 2: Joiners Social Media 15 Feb 15 Mar 15 April 15 May 15 June 15 July 15 Aug 15 Sep 15 Oct 15 Nov 15 Dec Linked-In Facebook Goal 3: Critics = Number of Comments on Social Media + Custom Site Search + Polls
  • 26. TRACKING ANALYSIS •  Feedback Rate •  Satisfaction Rate •  Conversion Rate •  Retentions Rate Pipe Line Leads Read Not Read Fail Reply (Qualified) Quote Customers Satisfaction Retention eNews 1 % eNews 2 % eNews 3 % SALES PROCESS
  • 27. SELLING CONTENT 1.  Define Target Segment 2.  Develop Customer Databases 3.  Sales Process
  • 28. SALES PROCESS TO CALL FOR SPONSORSHIP Postal mailing Website •  Contact Generation •  Database Management List of Potential Customers Social Media Advertising PR E-news Telephone 1ST PHONE CALL + Update Databases 2ND PHONE CALL + Update Databases REVIEW OF DATABASES •  How many contacts are relevant to the event? •  How many A, B, C? •  How many more contacts need to be developed? PHONE SCRIPT •  Introduction •  Check email receipt •  Event benefit briefing •  Ask to call back GUIDELINES TO DEVELOP CONTACTS? TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING PHONE SCRIPT •  Introduction •  Check Interest •  Explain event core values •  Ask to call back/ Why not interested •  Probing for Marketing Budget Planning/ Biz goal / Target segments Sending Proposals Close the Deal SALES KIT •  Marketing Letter •  Event Overview •  Conference Agenda •  Floor Plan •  Attendee Profile •  Attendee List (tentative) •  Event Schedule SALES KIT •  Marketing Letter •  Event Overview •  Conference Agenda •  Floor Plan •  Attendee Profile •  Attendee List (tentative) •  Event Schedule
  • 29. PUTTING THINGS TOGETHER! 3
  • 30. PROJECT  TIMELINE   •   MarkeCng  Le[er   •   Event  Overview   •   Event  Schedule   •   Speaker  Contacts   •   A[endee  Profile   •   Conference  Theme   •   InvitaCon  Email   •   Main  topic  of  Discussion  •   Why  should  u  sponsor   •   Why  should  u  a[end   •   Contact  &  Follow  up     •   Theme  Briefing     Conference   Agenda   Sales  kit   Speaker  InvitaCon   •   Conference  Agenda   •   Show  Directory   •   Conference  Proceedings   •   Speakers  CoordinaCon   •   Speaker  Hospitality   Speaker  LogisCcs   •   Taskforce   •   MS  Script     •   Conference  Scenario   •   Q&A  form   •   Delegate  Survey   •   Conference  Slides   Post  Show   Report   Onsite   Week   8   7   6   5   4   3   2   1   -­‐1   -­‐2   MARCOM  IMPLEMATION  &  MEASUREMENT   Market   Research   IniCal  MarkeCng   •   Content  Inventory   (Tech  trends,   Industrial  trends,   Design  Kit   Similar  conferences)   •   Download  Page   •   Website   •   1st  enews   •   Facebook  Profile   •   LinkedIn  Profile   Ad  page   E-­‐News   •   Create  &  edit  content   •   CreaCviy   Website   •   Homepage   •   Speakers   •   Agenda   •   Download   LinkedIn  +   Slideshare   Facebook   Editorial  Schedule     •   Build  fans/  connec%ons   •   Send  messages   •   Marcom  Post   •   PromoCon  Post   •   Industrial  update  Post  
  • 31. CONTENT & MARCOM TEAM? 4
  • 32. THANK YOU

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