Business Solutions

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Presented by Melinda Kendall at Freeman's September 2012 Thinking Thursday event

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Business Solutions

  1. 1. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Freeman Business Solutions
  2. 2. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. What keeps you up at night? Attendance challenges? Sponsorship revenue? Shrinking expo floor? Social media? Getting content out to all your members? Event technology? Just want to take your event to the next level? Whatever that means…
  3. 3. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Freeman responds with a full suite of Marketing Solutions Attendee Acquisition Social Media Branding Event Experience Revenue Generation Community Technology Digital Solutions Virtual Extensions
  4. 4. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Audience Acquisition Brand Strategy
  5. 5. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Audience Acquisition Brand Strategy that starts with understanding each attendee segment…
  6. 6. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Audience Acquisition …leading to specific engagement activities
  7. 7. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Audience Acquisition …and segmented marketing plans
  8. 8. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media
  9. 9. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media Consulting and Execution Setting up social media sites Developing a campaign around the event or year-round Executing a social media campaign Creating a strategy to support a social media wall
  10. 10. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media Example From strategy to campaign design to execution What we created for NCA:  Daily Editorial Calendar  Official Facebook Event and Fan Pages  LinkedIn Event Page  Joined LinkedIn Supergroup to communicate the event  Actively solicited followers
  11. 11. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Branding
  12. 12. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Brand Sensory Exploration Create new or refresh positioning Recasting corporate mission, vision and values Articulating a compelling, differentiated brand messaging framework Defining aspects of competitive advantage Create new brand image, look and feel
  13. 13. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Brand Sensory Exploration Identifying the emotional connection of your brand through all five senses.
  14. 14. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Brand Sensory Exploration Examples American Heart After Before Brand Pillars Global Innovative Dynamic Heartfelt
  15. 15. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Brand Sensory Exploration Examples Dermatology After Before Health is more than skin deep!
  16. 16. Color and Imagery
  17. 17. Brand Audit Collaborate. Innovate. Inspire. New Logo and Tagline
  18. 18. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Event Experience Experience Design Event Audit
  19. 19. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. How do I take the event to the next level? Enhancing traffic on the show floor Adding new content areas Creating opportunities for interaction Highlighting new products Networking activities Sponsorships and engagement Fulfilling association goals: membership, education, lobbying
  20. 20. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  21. 21. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Experience Design Example Wind Works theme Harness industry pride Lobbying: cards to congressmen Collecting video content Attendee marketing Membership marketing Lobbying efforts American Wind Energy Association
  22. 22. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Education on the show floor PCBC
  23. 23. Event Audit Discovery Association goals and event goals Mission, history, industry On-Site Audit Participate in all aspects of the event Talk with attendees and exhibitors What’s working, what’s not New ideas to meet goals and engage attendees Analysis and Summary Detailed recommendations: conference show floor networking sponsor offerings messaging and theme logistics and production interaction and engagement Third-party expert recommendations to enhance your event
  24. 24. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Revenue Generation Sponsorship Program Design Prospectus Development
  25. 25. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Revenue Generation Sponsorship Programs Developing new sponsorship ideas New trends and best practices Non-endemic sponsorships
  26. 26. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Gluten-free products Gym membership Mattress Vendor for back pain Semi-endemic sponsorship examples for medical
  27. 27. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Revenue Generation Prospectus Development Research Positioning Showcase value of attendees
  28. 28. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Community Technology Wayfinding Mobile Event App
  29. 29. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. On-Site Wayfinding Interactive show floor plans and facility maps on large screens Search Engine and Exhibitor Database Sessions and Seminars with details and location maps GO GREEN! Electronic delivery of marketing materials – eDocs Detailed Analytics report on attendee activity for every exhibitor
  30. 30. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. On-Site Wayfinding Multiple sponsorship opportunities
  31. 31. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Mobile Event App ActivTouch by Sherpa Native on Android, iPhone Mobile URL
  32. 32. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Mobile Event App ActivTouch by Sherpa
  33. 33. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Mobile Event App ActivTouch by Sherpa Peer-to-peer networking QR Code reader built-inProduct-level capability
  34. 34. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Digital Signage
  35. 35. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Click arrow for animation.
  36. 36. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Click arrow for animation.
  37. 37. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  38. 38. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Click arrow for animation.
  39. 39. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Sponsorship Examples
  40. 40. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  41. 41. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media Walls Engage the community in a live conversation
  42. 42. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media Walls
  43. 43. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Social Media Wall Include a photo stream
  44. 44. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Digital Signage in the Community Center Social media wall and live-stream sessions
  45. 45. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. VIRTUALExtensions 1.0 Content 2.0 Community 3.0 Channel
  46. 46. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. › Gets your valuable content out to the members who can’t come to the event › Pre-, during and post-event value creation › No audience cannibalization › Actually an audience DRIVER › A venue for “continuing the conversation” › Helps grow communities Virtual Extensions Extends the reach of your content beyond the event Typically only 30% of members attend the event in a single year ~30% Of new attendees at the physical event went to the previous virtual extension
  47. 47. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Sync-to-slide Session Capture Video or Audio Post-Production Media Player Live Streaming On-Demand Virtual Extensions 1.0: Content Capture Sessions to stream or archive online
  48. 48. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Virtual Extension 1.0 / Online Event
  49. 49. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Virtual Extension 1.0 / Online Event Flexible rules • Free log-in to event attendees • Pay per session, day, track • Must register Cost model Revenue share model E-commerce Engine
  50. 50. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Virtual Extensions 2.0: Community Simple, complete, affordable, turnkey solution Branded Virtual Environment Interactivity Extends Conversation Live Streaming of Select Sessions Single Event Sponsor
  51. 51. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. LOBBY SPONSOR SPACE INTERACTIVE THEATER NETWORKING LOUNGE Virtual Extensions 2.0: Community
  52. 52. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Virtual Extensions 2.0: Community
  53. 53. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Freeman 3.0 solutions are powerful, sophisticated implementations Strategy - deeply integrated event experience Marketing – building a large, active audience Content – tailoring for hybrid consumption Analysis – impact analysis, audience segmentation Virtual Extensions 3.0: Channel Fully customizable online platform with expert assistance
  54. 54. PCMA365 ADA Virtual Congress Virtual Extensions 3.0: Channel Robust hybrid event examples
  55. 55. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Melinda Kendall melinda.kendall@freemanco.com 508-923-5266 Thank you.

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