Butts in Seats—<br />We Got ‘Em!<br />Presenters:<br />Lisa Claydon ■ KiKi L’Italien ■ Scott Oser<br />
Welcome!<br /><ul><li>Who We Are
Event Background
Marketing Background
Goals for SPI 2010
2010 Strategy Development
2010 Tactical Implementation
Results and Lessons Learned
Q&A</li></li></ul><li>SPI Event History<br /><ul><li>2004 debut
Growth has been exponential
Now largest B2B solar event
in North America
2010 attendance = 27,000</li></li></ul><li>Previous Marketing Overview<br />Internal function<br />Lack of...<br /><ul><li...
overall strategy
consistency
 tracking
 teamwork</li></ul>Tactics<br /><ul><li> web
ads
email
 partnerships
 social media
 direct mail</li></li></ul><li>Goals for SPI 2010<br /><ul><li>Get 27,000 attendees (butts in seats)
Continue growth
Bolster show’s stature as the largest B2B solar event in North America
Attract more participants from all over the world
Create a marketing plan template for future shows</li></li></ul><li>Meet the Team<br />Lisa Claydon<br /><ul><li>Marketing...
Project management
Concepts, copy, graphic design
Website & social media
Direct mail and email campaigns</li></ul>Scott Oser<br /><ul><li>    Marketing strategy
    Primary client interface
    Project management
    Partnership coordination
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Asae 2011 -butts in seats show

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This presentation was given at ASAE 2011. Great case study on how to get attendees to come to your meeting (butts in seats!)

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  • Creation (SEIA and SEPA)Years heldLocationsAttendance numbers
  • 2009—complicated with multiple separate sites and platforms Developed new site—concept, content and navigation Social media prominent feature on all pages—incl Twitterfeed in left margin and highlights in Hot News HOT NEWS...Home page highlights continually freshened up Content updated constantly to support email &amp; social media campaigns Client added session, speaker and exhibitor data
  • Engage tab on top navigation barTo make it easy to find SPI on social platforms, an Engage page was created. All things social media for SPI were accessible in one place.
  • Asae 2011 -butts in seats show

    1. 1. Butts in Seats—<br />We Got ‘Em!<br />Presenters:<br />Lisa Claydon ■ KiKi L’Italien ■ Scott Oser<br />
    2. 2. Welcome!<br /><ul><li>Who We Are
    3. 3. Event Background
    4. 4. Marketing Background
    5. 5. Goals for SPI 2010
    6. 6. 2010 Strategy Development
    7. 7. 2010 Tactical Implementation
    8. 8. Results and Lessons Learned
    9. 9. Q&A</li></li></ul><li>SPI Event History<br /><ul><li>2004 debut
    10. 10. Growth has been exponential
    11. 11. Now largest B2B solar event
    12. 12. in North America
    13. 13. 2010 attendance = 27,000</li></li></ul><li>Previous Marketing Overview<br />Internal function<br />Lack of...<br /><ul><li>detailed plan
    14. 14. overall strategy
    15. 15. consistency
    16. 16. tracking
    17. 17. teamwork</li></ul>Tactics<br /><ul><li> web
    18. 18. ads
    19. 19. email
    20. 20. partnerships
    21. 21. social media
    22. 22. direct mail</li></li></ul><li>Goals for SPI 2010<br /><ul><li>Get 27,000 attendees (butts in seats)
    23. 23. Continue growth
    24. 24. Bolster show’s stature as the largest B2B solar event in North America
    25. 25. Attract more participants from all over the world
    26. 26. Create a marketing plan template for future shows</li></li></ul><li>Meet the Team<br />Lisa Claydon<br /><ul><li>Marketing strategy andplan development
    27. 27. Project management
    28. 28. Concepts, copy, graphic design
    29. 29. Website & social media
    30. 30. Direct mail and email campaigns</li></ul>Scott Oser<br /><ul><li> Marketing strategy
    31. 31. Primary client interface
    32. 32. Project management
    33. 33. Partnership coordination
    34. 34. Print and electronic advertising management</li></ul>KiKi L’Italien<br /><ul><li> Social media strategy development
    35. 35. Social media implementation</li></ul>SPI Staff<br />
    36. 36. Teamwork<br /><ul><li>Constant communication
    37. 37. Shared knowledge among team members
    38. 38. Weekly meeting
    39. 39. Marketing team
    40. 40. Client
    41. 41. Dropbox</li></li></ul><li>Marketing Plan<br /><ul><li>Review past activities/current situation
    42. 42. Define target markets
    43. 43. USP—Create themes & messaging
    44. 44. Determine tactics
    45. 45. Determine resources required
    46. 46. Allocate budget</li></li></ul><li>Tactics<br />
    47. 47. Website<br />
    48. 48. Website<br />
    49. 49. Website<br />
    50. 50. Direct Mail<br />2009: <br /><ul><li> One mailing
    51. 51. 8.5x11, 12-pages
    52. 52. $$$ to mail</li></li></ul><li>Direct Mail<br />2010: 3 mailings<br />Oversized postcard - 6 x 11<br />6-panel brochure folded to 6 x 11<br />Oversized postcard - 6 x 9<br />
    53. 53. Advertising<br /><ul><li>Internal
    54. 54. Banner ads on website(s)
    55. 55. Promotions in e-newsletters
    56. 56. External
    57. 57. Industry publications
    58. 58. Websites
    59. 59. E-newsletters
    60. 60. Switched out ads to keep fresh
    61. 61. Added tracking codes and unique urls</li></li></ul><li>Advertising<br />Builder<br />CBIA News Summary<br />APPA.net <br />Builder Business e-newsletter<br />Public Power Daily<br />SOLutions <br />www.elp.com <br />Builderonline.com<br />Powergrid International <br />Power Engineering e-newsletter<br />Electric Light & Power<br />Public Power eSponsorship & eSkyscraper (Digital Magazine)<br />pennenergy.com<br />CanSIA e-sponsorship and e-skyscraper<br />PGI-ELP General News eNewsletter <br />CanSIA Postcard insert<br />Power Engineering<br />Public Power Magazine<br />
    62. 62. Advertising<br />
    63. 63. Advertising<br />
    64. 64. Media Partnerships<br /><ul><li>Exposure for exposure
    65. 65. Advertising
    66. 66. Magazines
    67. 67. Websites
    68. 68. E-newsletters
    69. 69. Email list usage
    70. 70. Publication distribution
    71. 71. Limited availability
    72. 72. No money exchanged</li></li></ul><li>MediaPartnerships<br />
    73. 73. Email<br />
    74. 74. Email<br />
    75. 75. Conference Social Media<br />
    76. 76. Conference Social Media<br />
    77. 77. Conference Social Media<br />
    78. 78. Conference Social Media<br />
    79. 79. Conference Social Media<br />
    80. 80. Conference Social Media<br />
    81. 81. Conference Social Media<br />
    82. 82. Marketing Toolkit<br />Online resources for...<br /><ul><li> Exhibitors
    83. 83. Sponsors
    84. 84. Speakers
    85. 85. SEIA/SEPA Volunteers </li></li></ul><li>Marketing Toolkits<br />Web<br />Badges<br />Email signatures<br />Social media opps<br />Advertising & media opps<br />Customizable HTML email invitations<br />
    86. 86. Lessons Learned<br /><ul><li>Communication is critical
    87. 87. Strong project management is vital
    88. 88. Consistency is necessary, but change is good
    89. 89. Integrated, multi-layered tactics work
    90. 90. Reach prospects how they want to be reached
    91. 91. Clear role definition is essential
    92. 92. Data is your friend</li></li></ul><li>Connect with Us<br /> Lisa ClaydonCK Marketing Solutions, Inc.703-528-2716 ■ lisa@ckmarketing.com@lisaclaydon<br /> KiKi L’ItalienDelCor Technology Solutions240.821.1790 ■ klitalien@delcor.com@kikilitalien<br /> Scott OserScott Oser Associates301-279-0468 ■ scott@scottoserassociates.com@scottoser<br />

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