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Magazine Shows and Events: Essentials for drawing attendance and managing revenue
- 1. Sara Soli Execu-ve Director of Integrated Marke-ng
- 3. TARGET AUDIENCE Consumer B2B B2C Combina-on
- 4. PRE-‐PROMOTIONAL CAMPAIGNS Paid/Trade Marke9ng Your Por@olio Media Mix (Print, Broadcast, Digital, Direct Mail, Social Media) Timing Free Marke9ng Online Calendars Social Media Earned Media Broadcast Print Bloggers
- 5. PREVIOUS ATTENDEE MARKETING Create Brand Loyalty Develop aGendee and exhibitor databases Offer previous aGendees/vendors incen-ves to purchase early Con-nue to build a rela-onship
- 6. TICKETING TOOLS/ ON-‐SITE REGISTRATION Data collection up-front Extend brand relationship On-site ease of use/registration ON-‐SITE DATA COLLECTION In-person data captures Extend brand relationships Create opportunity for bounce back
- 7. EVENT FOLLOW UP – Don’t let that rela-onship die that day Foster the Rela9onship Thank aGendees/vendors Gather feedback Introduce other products of interest Invite them to join your list/social media Con-nue to build a rela-onship
- 8. Sara Soli Execu-ve Director of Integrated Marke-ng
- 9. Cornerstones of Advance Planning That Can Impact Your Event’s Bottom Line Gayle Strawn Conference Director Franchise Times
- 10. Know Your History AHendance • Number of aGendees for space planning • If you need more space aSer the contract is signed there is oSen a heSy rental fee • AGendees who will stay at the hotel • Knowing this is a key to saving on hotel aGri-on charges • AGendees for meal func-ons • Save money by not guaranteeing too much F&B • History will show what percentage of your group stays for meal func-ons
- 11. Know Your History Budge9ng • Create a Budget Sheet (and use the same one from year to year) • Hotel budget items • By knowing your history you will be able to see how your budget is lining up from year to year. For instance, if audio visual is $10,000 more than last year – you can dig into it and find out why – before you get on site • Conference Items • By using your budget sheet you can see what you might have missed. Missed items that are ordered at the last minute can be costly, not only for the product but for the shipping you may incur
- 12. History Report – Example EXAMPLE OF ITEMS TO TRACK Dates Audio Visual Conference Attendance Speakers Rooms Room Rate Staff Rooms Peak Night Room Block Electric for G.Session Free Staff Rooms Miscellaneous Half Price rooms Fire Marshall Suite Upgrades Cleaning Fee (booths) Cutoff Date Total Room Pickup MISCELLANEOUS Commission Rate Conference Manuals Conference CD's Master Account Detail Overnight Security Dinners - Special event Photographer Monday Break On-Site Staff Opening Reception Booth/Decorator Breakfast Day 1 Paid Speakers Breaks - Tues Luncheon Conference Attendance Cocktail Reception # of operators Breaks - Wed Comps Breakfast Day 2 Paid Attendees 2nd Day Lunch Sponsors 2nd Lunch beverages Exhibitors CONT. Coffee Break Private Networking Bev. Total Exhibit Booths OTHER GROUPS Golf Breakfast Number of Speakers Misc. Speaker Water # of Sponsors Misc. Staff F&B Sponsorship $ Keynoters Lunch Exhibitor $ F&B (staff: rooms, restaurants) Commission's Paid to Sales
- 13. Don’t Know Your History? Create it!
- 14. Don’t Be Shy – Ask! Contract • Ask for what you need • EXAMPLES: hotel rate; the right mee-ng space for your group; the number of sleeping rooms you need, etc. • Concessions: Ask for what you what – what is important to your group • EXAMPLES: suite upgrades, free WiFi, no resort fee, staff rate, F&B discounts, etc.
- 15. CONCESSIONS 10% room commission (credit on master account) 1/40 room comp policy 12 suites at group rate for conference VIPS 12 complimentary VIP amenities sent to VIP guest rooms 50 complimentary passes for entrance/admission to the spa 12 – comp staff rooms 6 complimentary round trip airport transportation 15% room reduction 14 day cut-off on hotel reservations Complimentary guest rooms for site or planning visits Complimentary internet – registration desk and three hotel rooms Complimentary local calls Complimentary 800 or credit card access 10% discount on all F&B Assign “private desk” for checking in conference attendees 15% discount on all services at the Business Center 2 complimentary easels per room/per event Complimentary Electrical charges in GS and Breakouts Complimentary or discounted shipping and receiving Complimentary coffee/beverages in office Complimentary wired or wireless microphone Discounted AV pricing (up to 25%) Allowance of complementary foods to be handed to attendees Waive any resort fees (if applicable) Complimentary Staff lunch on pre-conference staff work day Concessions – Examples
- 16. Event Guarantees (BEO’s) Banquet Event Orders (BEO’s) • Be aware of all hotel dates for providing your F&B numbers • By turning your BEO’s in on -me you will not be charged addi-onal charges and some-mes you are able to get a discount by turning them in early • Find out what other groups are serving – there may be a discount or price break if you choice the same item Mee9ng Event Orders (MEO’s) • Make sure to turn these in way in advance also. There is oSen an addi-onal charge to re-‐set the room or add or delete items • YOU need to be proac-ve in sending informa-on to the hotel or facility. They have other groups and tend to deal with whomever is on site. Once you send your specs insist on ge`ng confirma-on back BEFORE they pass out to their team. This will help with mis-‐ communica-on or a banquet person not ge`ng informa-on that will eventually add to your bill because of a re-‐set.
- 17. Loyalty Pays Off Savings • Signing a mul--‐year contract will oSen help get or keep rates down ie. beGer hotel rates • If you work with the same vendor oSen – you may get a discount • Example: AV • Understand your value to the hotel/facility – if you book several mee-ngs you are a loyal customer and should be rewarded in some way
- 18. Downloading My Brain • Prepare a check list – and use from year to year • Watch important dates in your contact • The -me of year can effect pricing • Speaker agreements…nego-ate the travel fees • Work with a qualified planner • Share ideas and informa-on • Download your brain…..
- 19. You will always learn something new at each event. Take that knowledge – good or bad and learn from it.
- 20. Cornerstones of Advance Planning That Can Impact Your Event’s Bottom Line Gayle Strawn Conference Director Franchise Times