Effective CONFERENCE Management: A focus on CONTENT Development

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1. WHY CONTENT MATTERS?
2. EFFECTIVE CONFERENCE MANAGEMENT
* Objectives * Project Timeline * Theme Development * Speakers * Conference Coordination
3. COPYWRITING SKILLS

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Effective CONFERENCE Management: A focus on CONTENT Development

  1. 1. CONFERENCE MANAGEMENT EFFECTIVE IDG ASEAN, Apr 2014Presented by: Annie Hoang A FOCUS ON CONTENT DEVELOPMENT
  2. 2. 1.  Why CONTENT matters? 2.  CONFERENCE MANAGEMENT at IDG Objectives | Project Timeline | Theme Development Speakers | Conference Coordinator 3.  COPYWRITING Skills 4.  Group Assignment AGENDA
  3. 3. WHY CONTENT MATTERS? 1
  4. 4. CONTENT AS KEY CUSTOMER VALUES!
  5. 5. 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 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 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 NETWORKING 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 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 ACQUIRING KNOWLEDGE GOAL  2  GOAL  1   WHY CUSTOMERS WANT TO ATTEND A PARTICULAR CONFERENCE?
  6. 6. 4.47 4.33 4.18 3.88 3.78 Industry  updates   In-­‐depth   understandings   New  concepts   and  ideas   Business   Networks   Belonging  to   community   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 Acquiring Knowledge 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
  7. 7. CONTENT AS SOURCE OF REVENUE GENERATION!
  8. 8. ALL STREAMS OF REVENUES ARE GENERATED BY PRODUCTION OF VALUABLE Values sought by attendee s Values sought by sponsors CONFERENCE CONTENT EVENT ORGANIZERS Sponsorship s Conference tickets ATTENDEES SPONSORS NETWORKING OPPORTUNITIES
  9. 9. CONFERENCE MANAGEMENT AT IDG ASEAN 2
  10. 10. 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 SALES & PROFITS KNOWLEDGE AS CORE COMPETENCY STRONG BRAND IMAGE Objective 1 Objective 2 Objective 3 OBJECTIVES
  11. 11. Conference Management PROJECT TIMELINE
  12. 12. IDG PUBLIC SECTOR BROCHURE 2014 Facebook LinkedIn Homepage
  13. 13. Design  Kit   PROJECT TIMELINE Post  Show   Report   Sales  kit   Conference   Agenda   Speaker  LogisFcs   8   7   6   5   4   3   2   1   -­‐1   -­‐2   •   MarkeFng  LeNer   •   Event  Overview   •   Event  Schedule   •   ANendee  Profile   •   Why  should  u  sponsor   •   Why  should  u  aNend   •   Conference  Agenda   •   Show  Directory   •   Conference  Proceedings   •   Speakers  CoordinaFon   •   Speaker  Hospitality   •   Taskforce   •   MS  Script     •   Conference  Scenario   •   Q&A  form   •   Delegate  Survey   •   Conference  Slides   Week   •   Conference  Theme   •   Main  topic  of  Discussion   •   Theme  Briefing     Market   Research   •   Website   •   1st  enews   •   Facebook  Profile   •   LinkedIn  Profile   Speaker  InvitaFon   •   Speaker  Contacts   •   InvitaFon  Email   •   Contact  &  Follow  up     E-­‐News   Facebook  LinkedIn  +   Slideshare   Website  Ad  page   Onsite   Editorial  Schedule     •   Marcom  Post   •   PromoFon  Post   •   Industrial  update  Post   •   Homepage   •   Speakers   •   Agenda   •   Download   •   Create  &  edit  content   •   CreaFviy   •   Build  fans/  connec4ons   •   Send  messages   MARCOM  IMPLEMATION  &  MEASUREMENT   •   Content  Inventory   (Tech  trends,   Industrial  trends,   Similar  conferences)   •   Download  Page   IniFal  MarkeFng  
  14. 14. Conference Theme CONFERENCE DEVELOPMENT
  15. 15. Market Scanning • Market Trends • Industry Trends • Technology Trends • Suggested Topics Partner’s Opinions • Current Projects Deployed • Current Interest • Current Needs Clients’ Opinions • Current target segment • Current focus Audience’ Opinions • Current topics of interest • Current needs of info What to Focus on? • Theme • Topics Evaluation + Validation • Is it congruent to the trends • Does it match the audience’ needs of info? 1st version Agenda • Theme • Session Topics • Topics • Discussions THEME DEVELOPMENT
  16. 16. 2nd version agenda SENT OUT FOR FEEDBACK GETTING FEEDBACK 1st version Agenda ADJUST THEME/ STRUCTURE/ TOPICS CONFERENCE DEVELOPMENT SALESPERSON ATTENDEE MANAGEMENT RR & MARCOM
  17. 17. Speakers CONFERENCE DEVELOPMENT
  18. 18. SPEAKER SOURCING TECHNOLOGY •  Technology/ Solutions Briefing •  Solution Consulting •  Technology Demo GOVERNMENT •  Overview of the industry •  Government statistics on industry current state •  Strategic Planning and Policies for Industry developments CONSULTING & RESEARCH •  Market Reports/ Analysis/ Implications •  Forecast Future Trends •  Management Consulting PRACTIONERS Best Practice Sharing WHO?
  19. 19. PREVIOUS CONFERENCE DATABASE PARTNERS’ NETWORK CEO’S OR COLLEAGUES’ NETWORK LINKEDIN HOW? SPEAKER SOURCING
  20. 20. SPEAKER INTERACTION POST- EVENT SPEAKER INVITATION LIST OF POTENTIAL SPEAKERS SPEAKER LOGISTICS GUEST SPEAKER • Invitation Letter • Agenda SPONSOR • Invitation Letter • Sales Kit • Speaker Name + Title • Speaker Photos • Speaker Bio • Presentation Topic • Presentation Synopsis • Presentation Slides • Speaker Pre-Event Briefing • Speaker Hospitality • Rehearsal • Technical Supports • Slides, Microphone, Sound, Visual Aids • Other assistance SPEAKER CONTACTS • Government • Consulting/ Researchers • Practitioners • Technology CONFIRMATION •  Contact & Follow up to confirm •  Consulting on Presentation Topics ONSITE • Thank You Letter • Post Show Report
  21. 21. MAKE SURE YOUR SPEAKERS CAN DANCE ON STAGE!
  22. 22. Conference Coordination CONFERENCE DEVELOPMENT
  23. 23. SPONSORS SPEAKERS ATTENDEES MEDIA HIGH QUALITY AUDIENCE PROFILE GREAT CONTENT VALUES HIGH SERVICE QUALITY REVENUE & PROFITS EVENT DIRECTOR BRAND IMAGE & PREFERENCE ATTENDEE PR & MARCOM CONTENT DEVELOPMENT LOGISTICS DESIGN TECHNICAL ADMIN FINANCE
  24. 24. SPONSORS CONFERENCE COORDINATOR LOGISTICS DESIGN PR & MARCOM INCREASE DELEGATE REGISTRATIONS MAXIMIZE MEDIA COVERAGE GUEST SPEAKERS SALES MANAGERS CONFERENCE MANAGER •  Speaker Name + Title + Photo •  Speaker Bio •  Presentation Topic + Presentation Synopsis •  Presentation Slides •  Press Releases •  Feature Articles/ Interview Articles •  Website •  Conference Agenda •  Speaker’s Info •  Presentation Info INCREASE SPONSORSHIPS •  E-NewsLetters •  Print Advertising •  Social Media Posts ATTENDEE MANAGER •  Conference Invitation Design •  Conference Kit Design Printing Deadlines TECHNICAL MARKETING COMMUNICATIONS ONSITE MANAGEMENT
  25. 25. CONFERENCE COORDINATOR SITUATION 1 Fastacash – A client of Ms. My Nguyen - has confirmed to be Gold Sponsor of Banking Vietnam 2014. Ms. My Nguyen has asked you to send an email to follow up with Mr. Bradley Prentice – Fastacash Sales Director to collect speaker information. How would you write the email to Brad? In your writing, please specify: • Email Recipient + Email cc Recipients • Email Title • Email Content • Attachment Files QUICK TEST SITUATION 2 5 days after you sent the email, Brad gave no reply. How would you follow up? How would you write the next email to Brad? In your writing, please specify: • Email Recipient + Email cc Recipients • Email Title • Email Content • Attachment Files SITUATION 3 Braid said he is a bit busy these days and he promises to send the info soon. You wait and then still no info is sent through. Printing deadline is in 3 days, what would you do?
  26. 26. COPYWRITING SKILLS 3
  27. 27. WHY COPYWRITING? Copy is the words written on marketing material, such as websites, brochures and leaflets. It can also be on sales letters, blogs, press releases and adverts. It’s everywhere! “Writing is one of the most important skills for all businesses!” CREATE THE RIGHT IMPRESSIONS Most business are likely to have the 1st interaction with its potential customers via a copy. They need to make sure they create a positive first impression! Good copywriting demonstrates to the client that you are worth doing business with. It should convince them, by the quality of your message, that you can be trusted to do this service. If you offer the information a customer is after but your writing is clumsy, they may appreciate your solution but seek someone more professional to fulfill it. BUILD TRUST AND ENHANCE REPUTATION
  28. 28. MARKETING CONTENT WEBSITE E-NEWSLETTERS PRESS RELEASES ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS
  29. 29. PRESENTATION SLIDES eGovernment Symposium 2013
  30. 30. 10 CHARACTERISTICS OF EFFECTIVE MARKETING MESSAGES 1.  Simple – less is more 2.  Personal 3.  Clear 4.  Distinct 5.  Focus on benefit (not feature) 6.  Use descriptive language 7.  Present-tense 8.  Action-oriented 9.  Reference tangible outcomes 10. Relate to your audience
  31. 31. 10 CHARACTERISTICS OF EFFECTIVE MARKETING MESSAGES 1.  Simple – less is more 2.  Personal 3.  Clear 4.  Distinct 5.  Focus on benefit (not feature) 6.  Use descriptive language 7.  Present-tense 8.  Action-oriented 9.  Reference tangible outcomes 10. Relate to your audience
  32. 32. Put yourself in the reader’s shoes q  Does your website or brochure tell them what you do? q  Is it easy to understand? q  Is it written in a warm and friendly tone? q  Does it tell them how to contact you? q  And does it encourage them to buy from you?   HOW TO GET YOUR MESSAGE ACCOSS IN THE BEST POSSIBEL WAY TO PERSUADE PEOPLE TO BUY FROM YOU? EFFECTIVE COPYWRITING
  33. 33. AIDA MODEL A start-to-finish approach for writing great content Guide consumers along the EXPERIENCE FUNNEL ATTENTION Grabbing their attention, and getting them engaged, curious, or excited enough to keep reading INTEREST Building interest in what you have to offer, to the point that they start to relate this potential product, service, or information to their own lives DESIRE Stirring their desire - The goal is to get them to want to purchase a product, have an experience, or make a big step in their lives ACTION Push them over the tipping point so that they actually take whatever action it is that you highlighted A = ATTENTION I = INTEREST D = DESIRE A = ACTION EFFECTIVE COPYWRITING
  34. 34. READING MATERIALS READING 1 10 Steps to Effective Copywriting Entrepreneur.com - Susan Gunelius, 2009 READING 2 How To Use The AIDA Formula To Boost Your Content Marketing Strategy Forbes.com – Jayson DeMers, 2013 EFFECTIVE COPYWRITING
  35. 35. INVITATION EMAIL CALL FOR SPONSORSHIP Write an email to invite IBM to become a sponsor at Banking Vietnam 2014 In your writing, please specify: •  Email Recipient •  Email Title •  Email Content •  Attachment Files QUICK ASSIGNMENT TIMING: 30 mins
  36. 36. GROUP ASSIGNMENT 5
  37. 37. EVENT PROJECT: BIG DATA WORKSHOP 2014 No. of Group Members: 4 students ASSIGNMENT You will work in a group of four students in the role of CONTENT & MARCOM TEAM to develop the conference agenda, sales kit, and some initial marcom materials for the upcoming event project of IDG Public Sector: BIG DATA WORKSHOP 2014 Items to be submitted: 1.  1st version Agenda (Theme Briefing, Layout, Main Topics of Discussion) 2.  Sales Kit: Event Overview, Sponsorship Proposal, Event Schedule, Attendee Profile, Marketing Letter, Floor Plan 3.  Marketing Materials: 01 e-newsletter, 02 Artworks on “Why should you attend” and “Why should you sponsor” Big Data Workshop 2014? ASSIGNMENT SUBMISSION 1.  All the items requested need to be submitted by 5 pm on 23 Apr 2014 2.  Each Group are also requested to do a sales pitch (in a business meeting context) on 24 Apr 2014 to a pre-defined customer to sell sponsorships. Group members will get feedback and responses from sales managers from IDG Public Sector
  38. 38. THANK YOU

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