Conference Marketing

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2010 Marketing & Membership Conference.

2010 Marketing & Membership Conference.

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  • 1. Rethinking Conference Marketing: From Web 2.0 and Beyond June 15, 2010 Content Leader: Gary Rottman, Principal Rottman Creative Group, LLC www.asaecenter.org Connecting Great Ideas and Great People
  • 2. www.asaecenter.org
  • 3. overwhelmed. www.asaecenter.org
  • 4. www.asaecenter.org
  • 5. reduced stress. www.asaecenter.org
  • 6. www.asaecenter.org
  • 7. focused www.asaecenter.org
  • 8. www.asaecenter.org
  • 9. decision making. A B www.asaecenter.org
  • 10. www.asaecenter.org
  • 11. re – thinking www.asaecenter.org
  • 12. www.asaecenter.org
  • 13. AGENDA What. Why. How. www.asaecenter.org
  • 14. What is ? marketing www.asaecenter.org
  • 15. www.asaecenter.org
  • 16. Marketing is the activity one undertakes to influence a particular segment of the population to take a desired action. www.asaecenter.org
  • 17. www.asaecenter.org
  • 18. Marketing is about positioning, promoting, and persuading. www.asaecenter.org
  • 19. www.asaecenter.org
  • 20. Marketing is finding the right triggers to push. www.asaecenter.org
  • 21. www.asaecenter.org
  • 22. standout get noticed www.asaecenter.org
  • 23. Marketing is both an... www.asaecenter.org
  • 24. ART & www.asaecenter.org
  • 25. SCIENCE www.asaecenter.org
  • 26. ...that helps companies connect with customers. www.asaecenter.org
  • 27. strategic activities www.asaecenter.org
  • 28. guide behavior. www.asaecenter.org
  • 29. fulfills a need www.asaecenter.org
  • 30. occur in cycles www.asaecenter.org
  • 31. must be promoted www.asaecenter.org
  • 32. change over time www.asaecenter.org
  • 33. conference marketing BEASTS www.asaecenter.org
  • 34. conference marketing BEASTS www.asaecenter.org
  • 35. It is time for organizations to realize they must approach each conference as a www.asaecenter.org
  • 36. UNIQUE event www.asaecenter.org
  • 37. with UNIQUE offerings www.asaecenter.org
  • 38. and UNIQUE value, www.asaecenter.org
  • 39. instead of marketing every conference the same way year after year. www.asaecenter.org
  • 40. NEW Product X www.asaecenter.org
  • 41. guide behavior. www.asaecenter.org
  • 42. adapt. www.asaecenter.org
  • 43. value over venue. www.asaecenter.org
  • 44. late registration. www.asaecenter.org
  • 45. social networking. www.asaecenter.org
  • 46. foolish. www.asaecenter.org
  • 47. Marketing must help the unaware. www.asaecenter.org
  • 48. Marketing must inspire the interested. www.asaecenter.org
  • 49. Marketing must reassure the intent. www.asaecenter.org
  • 50. www.asaecenter.org
  • 51. NC ERE E NF CO e thinking rconference N LA MARKETING AR M KETING P www.asaecenter.org
  • 52. NC ERE E NF CO e thinking N rconference LA AR M KETING P MARKETING www.asaecenter.org
  • 53. NC ERE E NF CO e thinking N rconference LA AR M KETING P MARKETING www.asaecenter.org
  • 54. RENCE NFE CO N LA AR M KETING P e thinking rconference MARKETING www.asaecenter.org
  • 55. RENCE NFE CO N LA AR M KETING P e thinking rconference r a t MARKETING ROADMA ARANCE TRACKING P APPE www.asaecenter.org
  • 56. r ROADMA P www.asaecenter.org
  • 57. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 58. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 59. Survey & Questionnaire Organization: Attendee profile: Target audience: Conference details: Conference goals: r ROADMA P www.asaecenter.org
  • 60. Survey & Questionnaire What unique attributes of your products or services distinguish your conference from those of your competitors? r ROADMA P www.asaecenter.org
  • 61. Survey & Questionnaire How does your conference fit into the overall brand strategy of the association? r ROADMA P www.asaecenter.org
  • 62. Survey & Questionnaire How does your conference solve a problem or meet a need for your target audience? r ROADMA P www.asaecenter.org
  • 63. Survey & Questionnaire Why is your conference the best solution for them? r ROADMA P www.asaecenter.org
  • 64. r ROADMA P www.asaecenter.org
  • 65. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 66. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 67. r ROADMA P www.asaecenter.org
  • 68. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 69. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  • 70. Develop the Strategy “We help ________________________ [target audience] to _____________ and _____________.” [benefit] [benefit] r ROADMA P www.asaecenter.org
  • 71. Tips for integrating SM with traditional marketing. • Calendar for easy reference • Plan social media integration • Start with what you know best • Plan content strategy r ROADMA P www.asaecenter.org
  • 72. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  • 73. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  • 74. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  • 75. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  • 76. a APP ARANCE E www.asaecenter.org
  • 77. a APP ARANCE E www.asaecenter.org
  • 78. a APP EARANCE P P Pre-Conference Marketing O Post-Conference Marketing Onsite Marketing www.asaecenter.org
  • 79. a APP E ARANCE P P Post-Conference Marketing O Pre-Conference Onsite Marketing Marketing www.asaecenter.org
  • 80. a APP EARANCE P P Pre-Conference Marketing Post-Conference Marketing O Onsite Marketing www.asaecenter.org
  • 81. On-Site Marketing Social Media 1. Keep non-attendees informed on conference happenings. 2. Keep attendees better informed about the dayʼs schedule. a APP EARANCE www.asaecenter.org
  • 82. On-Site Marketing Social Media 3. See the conference from a different perspective. 4. Inspire non-attendees to attend next year. a APP EARANCE www.asaecenter.org
  • 83. On-Site Marketing Social Media 5. Stay connected to members. a APP EARANCE www.asaecenter.org
  • 84. a APP E ARANCE P P Pre-Conference Marketing O Onsite Post-Conference Marketing Marketing www.asaecenter.org
  • 85. Social Media Tools to Generate Excitement 1. Sharing videos and pictures through whichever platforms you use to make your event story come alive. a APP EARANCE www.asaecenter.org
  • 86. Social Media Tools to Generate Excitement 2. You can use social bookmarking tools like Delicio.us to gather links for blog posts reviewing the event a APP EARANCE www.asaecenter.org
  • 87. Social Media Tools to Generate Excitement 3. Twitter feeds of the special keywords a APP EARANCE www.asaecenter.org
  • 88. Social Media Tools to Generate Excitement 4. Slideshows from the presentations and other online resources that were relevant to the event. a APP EARANCE www.asaecenter.org
  • 89. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  • 90. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  • 91. t TRACKING www.asaecenter.org
  • 92. t TRACKING www.asaecenter.org
  • 93. t TRACKING What & How Tools www.asaecenter.org
  • 94. t TRACKING Why Measure Social Media ROI? social media budgets up by 40% next year www.asaecenter.org
  • 95. Ways to Measure Social Media ROI 1. Enhance brand awareness and reputation. 2. Improve search engine rankings and boost website traffic. t TRACKING www.asaecenter.org
  • 96. Ways to Measure Social Media ROI 3. Generate referrals and leads. 4. Increase use of products and services t TRACKING www.asaecenter.org
  • 97. Ways to Measure Social Media ROI 5. Improve communication within the association members. 6. Improved customer satisfaction and loyalty. t TRACKING www.asaecenter.org
  • 98. conference marketing BEASTS www.asaecenter.org
  • 99. conference marketing BEASTS www.asaecenter.org
  • 100. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  • 101. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  • 102. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org