Marketing to Promote Your Event and Attract Potential Attendees by Brenda Stier, Founder and President of Marketing Works ...
O S U  vs.  M i c h i g a n
What do they have? <ul><li>Reputation </li></ul><ul><li>Past performance </li></ul><ul><li>High entertainment value </li><...
“ If you build it, they will come.” -Field of Dreams (1989)
Overview <ul><li>Know Your Audience </li></ul><ul><li>Know Your Attributes </li></ul><ul><li>Connect Audience with Attribu...
Know Your Audience <ul><ul><li>Funders </li></ul></ul><ul><ul><li>Attendees </li></ul></ul><ul><ul><li>Promoters </li></ul...
Know Your Attributes <ul><ul><li>Continuing education credit </li></ul></ul><ul><ul><li>Credible speaker </li></ul></ul><u...
Connect Audience with Attributes <ul><ul><li>Motivators </li></ul></ul><ul><ul><ul><li>Money </li></ul></ul></ul><ul><ul><...
<ul><ul><li>Credible expert </li></ul></ul><ul><ul><li>Content teaser and bio </li></ul></ul><ul><ul><li>Quality informati...
Create Buzz <ul><ul><ul><li>Timed campaign </li></ul></ul></ul><ul><ul><ul><li>Consistent message (3x) </li></ul></ul></ul...
<ul><li>Use channels available to you: </li></ul><ul><ul><li>Partners, ambassadors </li></ul></ul><ul><ul><li>Traditional ...
Develop Repeat Customers <ul><ul><ul><li>Set realistic expectations </li></ul></ul></ul><ul><ul><ul><li>What’s the take aw...
Case Study: Charley’s Grilled Subs   <ul><ul><li>Challenge </li></ul></ul><ul><ul><ul><li>80 percent of franchisees to att...
<ul><ul><li>2. Incentive </li></ul></ul><ul><ul><ul><li>2 for 1 </li></ul></ul></ul><ul><ul><ul><li>Spouse </li></ul></ul>...
<ul><ul><li>4. Results </li></ul></ul><ul><ul><li>5.  Deliver a great event! </li></ul></ul>Case Study: Charley’s Grilled ...
Q & A
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Marketing to Promote Your Event and Attract Potential Attendees

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Marketing to promote your event and attract potential attendees.

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  • Paid events will often generate more actual attendance than free events. Paid events tend to have significantly fewer no-shows than free events. The attendees you generate at paid events are usually more interested in the event. People come to paid events expecting value instead of a sales pitch. (Source: businessknowhow.com)
  • Marketing to Promote Your Event and Attract Potential Attendees

    1. 1. Marketing to Promote Your Event and Attract Potential Attendees by Brenda Stier, Founder and President of Marketing Works September 17, 2007
    2. 2. O S U vs. M i c h i g a n
    3. 3. What do they have? <ul><li>Reputation </li></ul><ul><li>Past performance </li></ul><ul><li>High entertainment value </li></ul><ul><li>Known entity </li></ul>
    4. 4. “ If you build it, they will come.” -Field of Dreams (1989)
    5. 5. Overview <ul><li>Know Your Audience </li></ul><ul><li>Know Your Attributes </li></ul><ul><li>Connect Audience with Attributes </li></ul><ul><li>Show Value </li></ul><ul><li>Create Buzz </li></ul><ul><li>Develop Repeat Customers </li></ul><ul><li>Case Study </li></ul><ul><li>Q & A </li></ul>
    6. 6. Know Your Audience <ul><ul><li>Funders </li></ul></ul><ul><ul><li>Attendees </li></ul></ul><ul><ul><li>Promoters </li></ul></ul><ul><ul><li>Ambassadors </li></ul></ul>
    7. 7. Know Your Attributes <ul><ul><li>Continuing education credit </li></ul></ul><ul><ul><li>Credible speaker </li></ul></ul><ul><ul><li>Entertainment value </li></ul></ul><ul><ul><li>Venue </li></ul></ul><ul><ul><li>Personal value </li></ul></ul><ul><ul><ul><li>Networking </li></ul></ul></ul>
    8. 8. Connect Audience with Attributes <ul><ul><li>Motivators </li></ul></ul><ul><ul><ul><li>Money </li></ul></ul></ul><ul><ul><ul><li>Knowledge </li></ul></ul></ul><ul><ul><ul><li>Resources </li></ul></ul></ul><ul><ul><ul><li>Boondoggle </li></ul></ul></ul>
    9. 9. <ul><ul><li>Credible expert </li></ul></ul><ul><ul><li>Content teaser and bio </li></ul></ul><ul><ul><li>Quality information </li></ul></ul><ul><ul><li>Relevant “hot” topic </li></ul></ul><ul><ul><ul><li>Thought-provoking </li></ul></ul></ul><ul><ul><ul><li>Re-invent traditional topics </li></ul></ul></ul><ul><ul><li>During event </li></ul></ul><ul><ul><ul><li>Audio conference, webcast </li></ul></ul></ul><ul><ul><li>After event </li></ul></ul><ul><ul><ul><li>Podcast, vodcast </li></ul></ul></ul><ul><ul><li>Promote benefits NOT features </li></ul></ul>Show Value
    10. 10. Create Buzz <ul><ul><ul><li>Timed campaign </li></ul></ul></ul><ul><ul><ul><li>Consistent message (3x) </li></ul></ul></ul><ul><ul><ul><li>Varied channels </li></ul></ul></ul><ul><ul><ul><li>Cross-promotion </li></ul></ul></ul>
    11. 11. <ul><li>Use channels available to you: </li></ul><ul><ul><li>Partners, ambassadors </li></ul></ul><ul><ul><li>Traditional media </li></ul></ul><ul><ul><ul><li>Radio, TV, PSAs, suburban newspapers </li></ul></ul></ul><ul><ul><li>Non-traditional media </li></ul></ul><ul><ul><ul><li>Community listings, newsletters, blogs, intranets </li></ul></ul></ul>Channels
    12. 12. Develop Repeat Customers <ul><ul><ul><li>Set realistic expectations </li></ul></ul></ul><ul><ul><ul><li>What’s the take away? </li></ul></ul></ul><ul><ul><ul><li>Offer a series </li></ul></ul></ul><ul><ul><ul><li>Consistent scheduling/varied location </li></ul></ul></ul><ul><ul><ul><li>Sign-up now discount </li></ul></ul></ul><ul><ul><ul><li>Deliver </li></ul></ul></ul>
    13. 13. Case Study: Charley’s Grilled Subs <ul><ul><li>Challenge </li></ul></ul><ul><ul><ul><li>80 percent of franchisees to attend </li></ul></ul></ul><ul><ul><ul><li>annual convention </li></ul></ul></ul><ul><ul><ul><li>35 currently registered </li></ul></ul></ul><ul><ul><ul><li>Limited budget </li></ul></ul></ul><ul><ul><li>1. Resources </li></ul></ul><ul><ul><ul><li>Who can help? </li></ul></ul></ul><ul><ul><ul><ul><li>Visitors and convention bureau </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hotel concierge </li></ul></ul></ul></ul>
    14. 14. <ul><ul><li>2. Incentive </li></ul></ul><ul><ul><ul><li>2 for 1 </li></ul></ul></ul><ul><ul><ul><li>Spouse </li></ul></ul></ul><ul><ul><ul><li>First 50 registered entered into drawing </li></ul></ul></ul><ul><ul><li>3. Promotional campaign: “Don’t miss out!” </li></ul></ul><ul><ul><ul><li>Save the date brochure </li></ul></ul></ul><ul><ul><ul><li>Postcard </li></ul></ul></ul><ul><ul><ul><li>Agenda </li></ul></ul></ul><ul><ul><ul><li>Luggage tags </li></ul></ul></ul>Case Study: Charley’s Grilled Subs
    15. 15. <ul><ul><li>4. Results </li></ul></ul><ul><ul><li>5. Deliver a great event! </li></ul></ul>Case Study: Charley’s Grilled Subs
    16. 16. Q & A
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