Growing Your Show Attendance
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Discover an Aha! Moment View an interactive marketing presentation from 2012 with ideas to strengthen your event’s attendance. A weak economy and industry changes isn't exactly a winning recipe for great attendance at association annual meetings. But success is possible! View the presentation and discover practical, actionable tactics you can implement immediately to make your annual meeting or event the best experience it can be. The National Association of College Stores has managed a string of increasingly larger annual conferences, built on a key industry event with some innovative marketing and programming thrown in for added support. This presentation was created by two of the strategic creators of NACS’ successful marketing plan, which has earned the association’s annual meeting and trade show, CAMEX, a designation as one of the fastest growing trade shows in America.
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Growing Your Show Attendance
- 1. Growing Annual Meeting Attendance in a Challenging Environment GCSAE Meeting | May 10, 2012
- 2. It is not about You… GCSAE Meeting | May 10, 2012 It’s about your attendees!
- 3. Ideas to Grow Attendance No Brainer/Do Now _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ Great/Won’t Happen GCSAE Meeting | May 10, 2012 _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ Luv!/Need Help
- 4. GCSAE Meeting | May 10, 2012 Membership changes. Shouldn’t your marketing?
- 5. Key Changes 1. How and when we talk to attendees 2. Expanded conversations with potential attendees 3. Better ties to other NACS departments GCSAE Meeting | May 10, 2012
- 6. Key Changes 4. Provided better consistency of messages 5. Enhanced the event experience 6. Told a better story GCSAE Meeting | May 10, 2012
- 7. GCSAE Meeting | May 10, 2012
- 8. GCSAE Meeting | May 10, 2012
- 9. Great communication is like a great first date – don’t monopolize the conversation. I love that she listens. How great to not hear sports stories all night GCSAE Meeting | May 10, 2012
- 10. How and When GCSAE Meeting | May 10, 2012
- 11. How and When • State benefits instead of features – We vs. You – So What? GCSAE Meeting | May 10, 2012
- 12. GCSAE Meeting | May 10, 2012
- 13. How and When • Showcase photos and quotes in marketing GCSAE Meeting | May 10, 2012 “The cap swap was great! I love meeting new people and sharing stories about our school!”
- 14. How and When • Review marketing and promotions timeline – Market your show year-round! GCSAE Meeting | May 10, 2012 From Designboom.com on Pinterest
- 15. Expanded Conversations • Use demographics to target market GCSAE Meeting | May 10, 2012
- 16. Expanded Conversations GCSAE Meeting | May 10, 2012
- 17. Ties with Others Where else do you promote your event in your association? GCSAE Meeting | May 10, 2012
- 18. Ties with Others • Membership renewal • Your magazine or newsletter • All! GCSAE Meeting | May 10, 2012
- 19. Ties with Others • Special event • Your digital magazine or e-newsletter • All! GCSAE Meeting | May 10, 2012
- 20. Ties with Others • Vendors GCSAE Meeting | May 10, 2012
- 21. Better Consistency • Clear, timely, and relevant GCSAE Meeting | May 10, 2012
- 24. Better Consistency GCSAE Meeting | May 10, 2012
- 25. Better Consistency • Call to action – Urgent (if appropriate) – Easy GCSAE Meeting | May 10, 2012
- 26. Better Consistency GCSAE Meeting | May 10, 2012 • Targeting
- 27. GCSAE Meeting | May 10, 2012 Better Consistency
- 28. Know Your Audience GCSAE Meeting | May 10, 2012
- 29. Event Experience Capitalize on the great on-site experience! GCSAE Meeting | May 10, 2012
- 30. Event Experience • Involve staff and members to help make improvements GCSAE Meeting | May 10, 2012
- 31. Event Experience • Make a connection GCSAE Meeting | May 10, 2012
- 32. GCSAE Meeting | May 10, 2012
- 33. Event Experience • Make a connection – Volunteers – New members, lone attendees, first-timers – Receptions GCSAE Meeting | May 10, 2012
- 34. GCSAE Meeting | May 10, 2012
- 35. Event Experience GCSAE Meeting | May 10, 2012 Receptions bring together old friends! Help the newbies connect too.
- 36. Event Experience • Involve your Exhibitors GCSAE Meeting | May 10, 2012
- 37. Event Experience • Use strong testimonials GCSAE Meeting | May 10, 2012
- 38. Event Experience GCSAE Meeting | May 10, 2012 “(The MIA was) able to get us full access to a variety of facilities on this tour that normally would not have been possible. The atmosphere fostered comradery and networking with others in the industry.” — David Castellucci, Kenneth Castellucci & Associates, Inc.
- 39. How do you solicit quotes? Interviews Questionnaires Committee Members Your Board The Secret: Write it for them! GCSAE Meeting | May 10, 2012
- 40. Event Experience • Encourage, engage, and let go – Social Media! – Facebook – Twitter – LinkedIn GCSAE Meeting | May 10, 2012
- 41. Event Experience – YouTube GCSAE Meeting | May 10, 2012 http://youtu.be/v1WxG12mefk
- 42. Event Experience • Interactive and engaging – Encourage participation! GCSAE Meeting | May 10, 2012
- 43. Event Experience Where are your attendees? • LinkedIn • Facebook • Twitter • Pinterest • Your private social network How else are you engaging? GCSAE Meeting | May 10, 2012 25 Ways To Use Social Media For Your Next Event
- 44. Event Experience • New mobile site GCSAE Meeting | May 10, 2012 “The mobile site kept me up-to-date about where I should be and at what time. I could have managed without anything else.” CAMEX Survey Respondent
- 45. Event Experience • Social Media Hub GCSAE Meeting | May 10, 2012
- 46. Event Experience • Microsite GCSAE Meeting | May 10, 2012
- 47. Event Experience GCSAE Meeting | May 10, 2012
- 48. Tell a Better Story GCSAE Meeting | May 10, 2012 It is easy to forget that your volunteers are people first. Membership and attendance at your event may be lower on their priority list.
- 49. Tell a Better Story GCSAE Meeting | May 10, 2012 Members are our story
- 50. Stories in Photos GCSAE Meeting | May 10, 2012
- 51. GCSAE Meeting | May 10, 2012
- 52. GCSAE Meeting | May 10, 2012
- 53. GCSAE Meeting | May 10, 2012
- 54. GCSAE Meeting | May 10, 2012
- 55. GCSAE Meeting | May 10, 2012
- 56. Outcomes for last five years: GCSAE Meeting | May 10, 2012
- 57. It’s about them… GCSAE Meeting | May 10, 2012
- 58. Resources to check out: Ron Rosenberg , Consultant Seth Godin President, QualityTalk, Inc. Writer, Speaker, An Agent of Change ron.rosenberg@qualitytalk.com www.sethgodin.com www.qualitytalk.com Seth’s Blog Velvet Chainsaw Consulting http://jeffhurtblog.com/velvet-chainsaw/ 25 Ways To Use Social Media For Your Next Event Presentation to share: Contact info for questions/comments: Anne Mendenhall Director, Marketing Communications National Association of College Stores Ph: (800) 622-7498, ext. 2479 amendenhall@nacs.org Wendy Holliday Vice President, Marketing and Member Services National Association of College Stores Ph: (800) 622-7498, ext. 2303 wholliday@nacs.org GCSAE Meeting | May 10, 2012 Thank You!
- 59. Questions to ask: Do you have a people strategy? Hard to imagine a consultant or investor asking the CMO, “So, what's your telephone strategy?” We don't have a telephone strategy. The telephone is a tool, a simple medium, and its only purpose is to connect us to interested human beings. And then the Internet comes along and it's mysterious and suddenly we need an email strategy and a social media strategy and a web strategy and a mobile strategy. No, we don't. It's still people. We still have one and only one thing that matters, and it's people. All of these media are conduits, they are tools that human beings use to waste time or communicate or calculate or engage or learn. Behind each of the tools is a person. Do you have a story to tell that person? An engagement or a benefit to offer them? Figure out the people part and the technology gets a whole lot simpler. 1. Is the headline working? 2. Is there a call to action with contact information? 3. Can you target the message to key groups? 4. Is there a testimonial? 5. Are you using member and event photos instead of stock photos? 6. Are you trying to do too much in one piece? 7. Is there too much about you? 8. What does your attendee want to hear/see? GCSAE Meeting | May 10, 2012 Seth Godin’s Blog April 26, 2012