Marketing Strategies to Capture the Hard to-Reach Attendee

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This presentation summarizes seven different kinds of hard-to-reach attendees and ways to generate an audience. From list building, to virtual events, to social media, you'll learn how to identify attendees, drive registration, reach new audience segments, and conquer common barriers to registration.

Published in: Marketing, Business, Technology
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  • Edit list after building real-life examples
  • Sponsored by BtoB
    Moderated by IBM’s Marketing Optimization Manager Pam Evans
    Breakfast meeting Tuesday
    B-to-B marketer of the year awards

    Otherwise, only 5 of 100 sessions were B-to-B focused.
  • Marketing Strategies to Capture the Hard to-Reach Attendee

    1. 1. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Marketing Strategies to Capture the Hard-to-Reach Attendee
    2. 2. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Presented by: Dan Darby, CEM, GLM Shows Melinda Kendall, Freeman Presented at: Expo! Expo! IAEE’s Annual Meeting & Exhibition Dec. 6-8, 2011 Las Vegas, NV
    3. 3. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 1: Hard-to-find prospects Problem Defined by an interest rather than an industry or a job title Can’t be segmented on known lists Strategy Help them find you: social media, SEO List building
    4. 4. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 2: They aren’t listening Problem Specific, well-defined, limited universe Need to persuade more to attend Strategy Messaging, content, pricing, communication plan
    5. 5. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 3: VIP buyers Problem Lots of attendees, not enough decision-makers Strategy Targeted content, targeted messaging Sponsored buyer programs
    6. 6. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 4: Young people Problem Event skews to mid-career How do we entice younger attendees? Strategy Sell the boss strategies Event-within-event content and networking Social media
    7. 7. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 5: Nonattending registrants Problem They register, but they don’t come. Strategy Messaging, pricing, communication plan
    8. 8. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 6: New buyer category Problem Grow the show by broadening attendee base Find, entice new attendee category Strategy Targeted version of event, then targeted messaging
    9. 9. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 7: Late Registrations Problem Attendees signing up later and later Strategy Pricing, promotions, messaging
    10. 10. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hard-to-Reach Attendees Scenario 8: Problem Strategy
    11. 11. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Audience Generation Direct levers: Attendee marketing Lists: Finding the right people Promotion: Messaging, media, price Indirect levers: The value of the event Content Feelings Peer interaction Exhibitors Buzz Education
    12. 12. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Outreach List Building Buyer Relations QR Codes Login-Required Websites Exhibitor Invites
    13. 13. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. List Building Buyer relations Online help desk
    14. 14. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    15. 15. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    16. 16. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. List Building Buyer relations Online help desk Facebook “Like” button QR codes Login-required website
    17. 17. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    18. 18. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Exhibitor Database Outreach Make it fast, easy, and free for exhibitors to invite their customers and prospects to the show. Sweets & Snacks 2010 Results • 152 participating companies (31%) • 76,000 outbound emails • 26,677 unique email addresses; 81% new • Open rate: 25% • Click-through rate: 28% • 1,653 registrants
    19. 19. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Audience Development Whitepapers, Webinars Archived Content Virtual Events
    20. 20. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Create relevant content and require registration. Year round.
    21. 21. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Whitepapers, Webinars
    22. 22. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Archived Content Tag it for search engines Require registration
    23. 23. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Virtual Events Hybrid event • Extends reach of physical event Pre-event • Builds database and excitement Mid-year Fancy webinar
    24. 24. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Media Facebook and Twitter 45 Minutes/Day Google+ LinkedIn Attendee Network Matching
    25. 25. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Media: 45 Minutes Twitter • Find 5-7 things worth retweeting in your general feed, and share. • Reply to at least 5 things with full responses (not just “thanks”). • Point out a few VIP people/companies that you admire. It shows your show’s mindset. • Follow back at least 10 subscribers.
    26. 26. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Media: 45 Minutes Facebook • Respond to any comments on your wall. • Post a status update daily (engaging or interesting). • Comment on at least 7 status updates. • Share at least 3 interesting updates that you find. • If you belong to groups or fan pages, leave a new comment or two.
    27. 27. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. WHOS TALKIN
    28. 28. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Hootsuite
    29. 29. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. • Integration with Google search • Google +1 • Circles, User Segmentation Google+ Brand Pages
    30. 30. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. YouTube
    31. 31. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    32. 32. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Attendee Network Outreach 8,428 Convention invitations sent 2,370 Registered 28.1% Conversion 78% C-level 36% Never attended event before Users can identify fellow attendees, connect directly with their contacts via email, and post to social networks.
    33. 33. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Attendee Network Outreach
    34. 34. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    35. 35. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Promotion Techniques Email Cross-Platform and A/B Testing Website Usability Analysis Techniques to Drive Earlier Registration Techniques to Convert Pre-registrants Into Attendees
    36. 36. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Email Effectiveness Cross-Platform Testing www.emailonacid.com A/B Testing Messaging Timing
    37. 37. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    38. 38. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    39. 39. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Website Usability www.feng-gui.com
    40. 40. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    41. 41. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    42. 42. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    43. 43. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    44. 44. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Earlier Registration Registration is FREE, and registering by Oct. 31 automatically qualifies you for a chance to win four free hotel nights during Toy Fair 2012. TOY FAIR: a BIG deal since 1903. Can you afford not to be there? Come be part of our history and get on the path to your future success. Register today!
    45. 45. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Pre-Registrant Newsletter • News section for show website • e-newsletter campaign • Drive revenue • Exhibitors pay to participate • Drive results • Exhibitors get ROI • Drive attendance • Builds excitement
    46. 46. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Segmentation Geographic Interest Level Past Attendance Niche
    47. 47. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Audience Segmentation
    48. 48. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    49. 49. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    50. 50. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    51. 51. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Convince Your Boss
    52. 52. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    53. 53. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Niche programs Event Within the Event Exclusivity Programs VIP/Hosted Buyer Programs
    54. 54. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Within the Event: New Attendee Category
    55. 55. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Within the Event: Focus on Students Mentor program Student track Getting the most out of the event kit Promotion to school administrators “Student-friendly” buttons for booth staff Scholarship program Battle of the schools
    56. 56. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Exclusive Event Within an Event: Focus on Senior Buyers CIO summit Exclusive breakfast reception with keynote speaker VIP seating at keynote Special session Case studies from CIOs Moderated by famous journalist Lots of opportunity to collaborate and network Guided tour of exhibit hall
    57. 57. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. VIP/Hosted Buyer Program Accommodation & Hospitality 2 nights accommodation in 5-star hotel Exclusive Casino Property Tour VIP badge delivery in advance Complimentary access to VIP lounge Exhibition & In-Hall Seminar Free admission to the exhibits Priority appointments with exhibitors of your choice Priority seating in G2E Asia Game Protection Seminar Priority seating in G2E Asia Lighting Conference Admission to exclusive Keynote Luncheon 30% discount on Conference pass Free admission to the General Sessions Networking Events An invitation to Opening Ceremony & VIP Tour Admission to 5th Anniversary Party To be selected as a Hosted VIP Buyer, you must meet the following criteria: Your company is investing or planning to develop casino operations in Asia. You occupy a position in which you can make purchasing decisions. You must be located outside of Macau.
    58. 58. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Dan Darby, CEM ddarby@surfexpo.com Melinda Kendall melinda.kendall@freemanco.co m

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