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Curious Why Your Global Attendee Base is Not Growing? You
Might Not be Using the Right Marketing Strategy.
Presented by:
Pop Quiz:
2) How do you reach Chinese prospective attendees the best?
a) Facebook
b) Email
c) WeChat
d) Telemarketing
e) S...
Pop Quiz:
5) The 4 primary languages are spoken in Mexico & Latin America are:
a) English, Spanish, Portuguese and French
...
How to Attract the
Chinese & Asian Attendee
Jo-Anne Kelleway
More and more people LIVE on mobile. In Asia, we've learned through practice, mobile
marketing is the most convenient and ...
Suggestion #1:
Your event must have a mobile website & registration page (Multi-lingual please!)
Suggestion #2:
If you charge money for attendance – you must be able to process Chinese credit cards.
(Try AliPay!)
Suggestion #3:
Send your marketing messages through WeChat
二维码
√ 您的身份专属
二维码
iPhone用户可添加到Passbook
Mobile registration page ...
Circulate adverts via various official accounts to attract more people to follow your event’s
WeChat account
Visitors or delegates can follow your account through a simple click, to access your
registration page.
Follow event official account
Visitors or delegates
search the official
event account and
follow it.
Click Microsite from ...
Share the link with your friend individually Share the link with your all friends in WeChatOR
Share the registration link ...
主办方官方帐户
下午 14:00
C
S
如何报名参加?
您好!您是否
要参加“2013
中国大会”?
参加请点击这
里:
http://t.cn/12
3
查看更多请点
击:
http://t.cn/12
3
Suggestion #4:
Y...
Suggestion #5:
Telemarketing & personalized SMS blasts still work!
Attendee Marketing in Europe
Denise Capello
EUROPE
Different countries, different cultures
Facts about Europe
• Europe consists of 58 countries / independent territories
• The European Union has 24 official and wo...
How to reach your European delegates
• Emailings
 Find the right partners
 Strict privacy law
• Make sure you can be fou...
• Use the same online tools as in the USA
Most Europeans read and speak English but it really
depends on your industry.
Communication with industry media per coun...
Some Do’s and Don’ts
• Don’t scream about how good your show is
• Do use facts and provide information
• Don’t bet on tele...
Attendee Marketing in Mexico and
Latin America
Stephanie Selesnick
Attendees
Be Careful of Names & Acronyms!
Chevy Nova- No Va means “doesn’t go” in Spanish!
Translate the message properly
Use Colombian Spanish for Latin America, Mexican Spanish for Mexico,
Castilian Spanish for ...
Marketing Advice
• What’s in it for them
• Talk up the benefits on site: international business lounge,
matchmaking servic...
Some Do’s and Don’ts
• Do use social media, but Don’t rely on it alone.
• Don’t “invite” people to your show unless you ar...
Pop Quiz:
2) How do you reach Chinese prospective attendees the best?
a) Facebook
b) Email
c) WeChat
d) Telemarketing
e) S...
Pop Quiz:
5) The 4 primary languages are spoken in Mexico & Latin America are:
a) English, Spanish, Portuguese and French
...
Thank you for your attention!
Please reach out if you have any further questions.
Stephanie Selesnick
President
@StephSele...
International Attendee Marketing, given at IAEE's Expo! Expo! 2014
International Attendee Marketing, given at IAEE's Expo! Expo! 2014
International Attendee Marketing, given at IAEE's Expo! Expo! 2014
International Attendee Marketing, given at IAEE's Expo! Expo! 2014
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International Attendee Marketing, given at IAEE's Expo! Expo! 2014

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Tips from 3 experts on international attendee marketing for your expos, conferences, conventions and events for China, Europe, Mexico and Latin America given at the annual meeting of IAEE in Los Angeles, December 2014.

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International Attendee Marketing, given at IAEE's Expo! Expo! 2014

  1. 1. Curious Why Your Global Attendee Base is Not Growing? You Might Not be Using the Right Marketing Strategy. Presented by:
  2. 2. Pop Quiz: 2) How do you reach Chinese prospective attendees the best? a) Facebook b) Email c) WeChat d) Telemarketing e) Snail mail f) Text messages 1) Geographically, China is bigger than the USA. How many time zones do you think China has? a) 1 b) 3 c) 5 d 7 3) Globally, are association relations important? a) Yes b) No
  3. 3. Pop Quiz: 5) The 4 primary languages are spoken in Mexico & Latin America are: a) English, Spanish, Portuguese and French b) Spanish, Portuguese, French and German c) English, Spanish, French and Gibberish 6) How many countries are there south of the US border (includes the Caribbean)? a) 10 b) 15 c) 20 d) 25 7) Brasilians love to be called Latin Americans. a) True b) False 4) What are the three most common languages in Europe? a) English, German, Portuguese b) Spanish, Italian, Dutch c) German, English, French
  4. 4. How to Attract the Chinese & Asian Attendee Jo-Anne Kelleway
  5. 5. More and more people LIVE on mobile. In Asia, we've learned through practice, mobile marketing is the most convenient and effective means in visitors promotions. Best ways to attract visitors to your show:  Mobile Event Site  WeChat Advertising Campaign  Share the moment with your friend  Telemarketing / SMS blasts
  6. 6. Suggestion #1: Your event must have a mobile website & registration page (Multi-lingual please!)
  7. 7. Suggestion #2: If you charge money for attendance – you must be able to process Chinese credit cards. (Try AliPay!)
  8. 8. Suggestion #3: Send your marketing messages through WeChat 二维码 √ 您的身份专属 二维码 iPhone用户可添加到Passbook Mobile registration page Confirmation page with barcode or QR code
  9. 9. Circulate adverts via various official accounts to attract more people to follow your event’s WeChat account
  10. 10. Visitors or delegates can follow your account through a simple click, to access your registration page.
  11. 11. Follow event official account Visitors or delegates search the official event account and follow it. Click Microsite from the menus Delegates or visitors can find the microsite from menus in the bottom. Microsite Here is our Microsite!
  12. 12. Share the link with your friend individually Share the link with your all friends in WeChatOR Share the registration link to peers and friends’ enables your event to expand your registrations
  13. 13. 主办方官方帐户 下午 14:00 C S 如何报名参加? 您好!您是否 要参加“2013 中国大会”? 参加请点击这 里: http://t.cn/12 3 查看更多请点 击: http://t.cn/12 3 Suggestion #4: You can embed online customer service “Online Chat” function in the microsite which allows delegates or visitors to get help immediately. Options for online customer service - 1. Set up the frequent Q&A in the backend. Once visitor enters the keywords, relevant answers will be delivered automatically. 2. Turn on “leave a message” page, and customer service staff could respond to the messages 3. Deploy customer service staff to answer the questions in real time
  14. 14. Suggestion #5: Telemarketing & personalized SMS blasts still work!
  15. 15. Attendee Marketing in Europe Denise Capello
  16. 16. EUROPE
  17. 17. Different countries, different cultures
  18. 18. Facts about Europe • Europe consists of 58 countries / independent territories • The European Union has 24 official and working languages. • 56% of Europeans are currently bilingual • Europeans don’t think of it as ‘Europe’ • There are 12 currencies in Europe • Europe covers 3.93 million square miles, which is roughly 8% of the Earth's surface • About 733 million people, which is 11% of the world’s population, live in Europe • The largest country entirely in Europe is Ukraine • The whole of Europe is only 2% larger in area than Canada • It has been estimated that one in 10 Europeans is conceived in an Ikea bed
  19. 19. How to reach your European delegates • Emailings  Find the right partners  Strict privacy law • Make sure you can be found on the country specific event portal (like 10times.com) • Google advertising • Make barter deals with competing events, be there -Europeans want personal contact • Mobile apps with exhibitor lists and floor plan • Work with the local industry associations
  20. 20. • Use the same online tools as in the USA
  21. 21. Most Europeans read and speak English but it really depends on your industry. Communication with industry media per country in multiple languages German, French, Italian and Spanish main languages When in Eastern Europe consider Russian Language language language
  22. 22. Some Do’s and Don’ts • Don’t scream about how good your show is • Do use facts and provide information • Don’t bet on telemarketing, not appreciated for B2B events • Use visual communication • Focus on international business in your communication • Do provide your brochures in multiple languages • A Google translate button on your website is also accepted • Don’t forget about the different currencies is Europe • Tradeshows are mostly free for industry professionals
  23. 23. Attendee Marketing in Mexico and Latin America Stephanie Selesnick
  24. 24. Attendees
  25. 25. Be Careful of Names & Acronyms! Chevy Nova- No Va means “doesn’t go” in Spanish!
  26. 26. Translate the message properly Use Colombian Spanish for Latin America, Mexican Spanish for Mexico, Castilian Spanish for Spain and Brasilian Portuguese for Brasil!
  27. 27. Marketing Advice • What’s in it for them • Talk up the benefits on site: international business lounge, matchmaking services, international reception – what else? • Work with local associations and publications – Many will translate your materials for free • Have a robust international visitor page on your website – Include shopping, dining and transportation options
  28. 28. Some Do’s and Don’ts • Do use social media, but Don’t rely on it alone. • Don’t “invite” people to your show unless you are going to pay for it! • Always use titles. Always. • Don’t use slang or colloquial expressions. • Don’t include the numbers of international exhibitors and visitors are coming to your US show. They don’t care.
  29. 29. Pop Quiz: 2) How do you reach Chinese prospective attendees the best? a) Facebook b) Email c) WeChat d) Telemarketing e) Snail mail f) Text messages 1) Geographically, China is bigger than the USA. How many time zones do you think China has? a) 1 b) 3 c) 5 d 7 3) Globally, are association relations important? a) Yes b) No
  30. 30. Pop Quiz: 5) The 4 primary languages are spoken in Mexico & Latin America are: a) English, Spanish, Portuguese and French b) Spanish, Portuguese, French and German c) English, Spanish, French and Gibberish 6) How many countries are there south of the US border (includes the Caribbean)? a) 10 b) 15 c) 20 d) 25 7) Brasilians love to be called Latin Americans. a) True b) False 4) What are the three most common languages in Europe? a) English, German, Portuguese b) Spanish, Italian, Dutch c) German, English, French
  31. 31. Thank you for your attention! Please reach out if you have any further questions. Stephanie Selesnick President @StephSelesnick stephanie@intltradeinfo.com Claudia Maurer International Event Specialist @ClaudiaMaurer claudia@marketingdesigngroup.com Jo-Anne Kelleway CEO @jkinfosalons joanne.kelleway@infosalonsgroup.com Denise Capello Business Acquisition Manager @DeniseCapello d.capello@rai.nl

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