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Best Cities Workshop Marketing #icca11 TUESDAY 25/10/11


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Presentation on Best Cities Workshop Marketing by Roslyn McLeod. Held during the 50th ICCA Congress. #icca11 TUESDAY 25/10/11

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Best Cities Workshop Marketing #icca11 TUESDAY 25/10/11

  1. 1. Event Marketing and Delegate Boosting Best Cities Knowledge Exchange Tues 25 October 2011 Leipzig Convention Centre Roslyn McLeod OAM Managing Director arinex pty limited Australia
  2. 2. The most important elements of conference management Marketing Scientific/business Program Budget
  3. 3. Marketing one does not work without a well formulated budget and a timely scientific/business program
  4. 4. The Role of Marketing? Increase in Client satisfaction Increased profit Increase in for OC abstracts Increase inHigher quality quality speakersnetworking Congress Marketing as an More media and integral part of the overall increased promotionIncreased Congress of industrydelegate organization critical topicssatisfaction Increase in Increase in ROI for sponsorship and Sponsors & exhibition sales Exhibitors Increase quality Increase in of on-site delegate services registrations
  5. 5. Ways to implement cost effective marketing practices• Specific target group(s)• E-marketing• Network and relationships• Organising Committees• Strategic alliances• Extended sales force
  6. 6. Target Group• Who will the congress attract?• What will attract participants?• What are the specific benefits to your target group?• What is the congress’ USP?• Who is your competition?• Where will you access participants?• Do the hosts/organising committee have the power to attract participation?• Where does the subject fit within the public agenda?
  7. 7. E-marketing Campaigns
  8. 8. E-marketing Campaigns
  9. 9. Email Signatures
  10. 10. Google Analytics
  11. 11. Google AdWords
  12. 12. Event listings onrelated websites
  13. 13. Web 2.0Weblogs ???? Google Apps
  14. 14. Extended Sales Force (ESF) Objectives• Utilising existing networks• Improves effectiveness and reach of marketing effort• Encourage participation and support• Raise international/ national awareness of the congress
  15. 15. ESF Promotional Kit• Outline of marketing strategy• Electronic copy of congress logo• Promotional PowerPoint presentation• Congress brochures and postcards• Updates on congress registrations, speakers and delegate numbers
  16. 16. Strategic AlliancesOur alliances• INCON• Best Cities• Your client’s alliances• Networks• Partners
  17. 17. Associations & Affiliates: Leveraging off Contacts• Website links and endorsement• Database mailing to members• Marketing material at other meetings• Inclusion in their calendar of events• Seek free editorial and advertising in their journals• Verify their effectiveness
  18. 18. CASE STUDY2011 International Union of Geodesy andGeophysics (IUGG)
  19. 19. CASE STUDYWorld Congress of InternalMedicine 2010Melbourne
  20. 20. Successful MarketingDelegate Boosting Strategies:• Develop an integrated marketing campaign from the beginning – identify objectives, activities, ongoing evaluation methods• Consider multiple strategies under one banner targeting specific regions and / or disciplines• Research! Know your target audience and constantly re-evaluate to ensure effectiveness of strategy• Use e-Marketing and industry networks as cost effective solutions• Consider an Ambassador Program to create “buzz”, gain greater exposure, and utilise the endorsement of industry leaders• Market the destination to create excitement, especially from international attendees
  21. 21. Top Tips• Work smarter not harder• Utilise relationships• Be creative• Integrate technology• Team work with your PCO• Always bring everything back to your target group