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Conference Marketing

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2010 Marketing & Membership Conference.

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Conference Marketing

  1. 1. Rethinking Conference Marketing: From Web 2.0 and Beyond June 15, 2010 Content Leader: Gary Rottman, Principal Rottman Creative Group, LLC www.asaecenter.org Connecting Great Ideas and Great People
  2. 2. www.asaecenter.org
  3. 3. overwhelmed. www.asaecenter.org
  4. 4. www.asaecenter.org
  5. 5. reduced stress. www.asaecenter.org
  6. 6. www.asaecenter.org
  7. 7. focused www.asaecenter.org
  8. 8. www.asaecenter.org
  9. 9. decision making. A B www.asaecenter.org
  10. 10. www.asaecenter.org
  11. 11. re – thinking www.asaecenter.org
  12. 12. www.asaecenter.org
  13. 13. AGENDA What. Why. How. www.asaecenter.org
  14. 14. What is ? marketing www.asaecenter.org
  15. 15. www.asaecenter.org
  16. 16. Marketing is the activity one undertakes to influence a particular segment of the population to take a desired action. www.asaecenter.org
  17. 17. www.asaecenter.org
  18. 18. Marketing is about positioning, promoting, and persuading. www.asaecenter.org
  19. 19. www.asaecenter.org
  20. 20. Marketing is finding the right triggers to push. www.asaecenter.org
  21. 21. www.asaecenter.org
  22. 22. standout get noticed www.asaecenter.org
  23. 23. Marketing is both an... www.asaecenter.org
  24. 24. ART & www.asaecenter.org
  25. 25. SCIENCE www.asaecenter.org
  26. 26. ...that helps companies connect with customers. www.asaecenter.org
  27. 27. strategic activities www.asaecenter.org
  28. 28. guide behavior. www.asaecenter.org
  29. 29. fulfills a need www.asaecenter.org
  30. 30. occur in cycles www.asaecenter.org
  31. 31. must be promoted www.asaecenter.org
  32. 32. change over time www.asaecenter.org
  33. 33. conference marketing BEASTS www.asaecenter.org
  34. 34. conference marketing BEASTS www.asaecenter.org
  35. 35. It is time for organizations to realize they must approach each conference as a www.asaecenter.org
  36. 36. UNIQUE event www.asaecenter.org
  37. 37. with UNIQUE offerings www.asaecenter.org
  38. 38. and UNIQUE value, www.asaecenter.org
  39. 39. instead of marketing every conference the same way year after year. www.asaecenter.org
  40. 40. NEW Product X www.asaecenter.org
  41. 41. guide behavior. www.asaecenter.org
  42. 42. adapt. www.asaecenter.org
  43. 43. value over venue. www.asaecenter.org
  44. 44. late registration. www.asaecenter.org
  45. 45. social networking. www.asaecenter.org
  46. 46. foolish. www.asaecenter.org
  47. 47. Marketing must help the unaware. www.asaecenter.org
  48. 48. Marketing must inspire the interested. www.asaecenter.org
  49. 49. Marketing must reassure the intent. www.asaecenter.org
  50. 50. www.asaecenter.org
  51. 51. NC ERE E NF CO e thinking rconference N LA MARKETING AR M KETING P www.asaecenter.org
  52. 52. NC ERE E NF CO e thinking N rconference LA AR M KETING P MARKETING www.asaecenter.org
  53. 53. NC ERE E NF CO e thinking N rconference LA AR M KETING P MARKETING www.asaecenter.org
  54. 54. RENCE NFE CO N LA AR M KETING P e thinking rconference MARKETING www.asaecenter.org
  55. 55. RENCE NFE CO N LA AR M KETING P e thinking rconference r a t MARKETING ROADMA ARANCE TRACKING P APPE www.asaecenter.org
  56. 56. r ROADMA P www.asaecenter.org
  57. 57. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  58. 58. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  59. 59. Survey & Questionnaire Organization: Attendee profile: Target audience: Conference details: Conference goals: r ROADMA P www.asaecenter.org
  60. 60. Survey & Questionnaire What unique attributes of your products or services distinguish your conference from those of your competitors? r ROADMA P www.asaecenter.org
  61. 61. Survey & Questionnaire How does your conference fit into the overall brand strategy of the association? r ROADMA P www.asaecenter.org
  62. 62. Survey & Questionnaire How does your conference solve a problem or meet a need for your target audience? r ROADMA P www.asaecenter.org
  63. 63. Survey & Questionnaire Why is your conference the best solution for them? r ROADMA P www.asaecenter.org
  64. 64. r ROADMA P www.asaecenter.org
  65. 65. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  66. 66. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  67. 67. r ROADMA P www.asaecenter.org
  68. 68. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  69. 69. Survey & Questionnaire r ROADMA P Guide Behavior Key Develop Findings Activities Develop the Strategy www.asaecenter.org
  70. 70. Develop the Strategy “We help ________________________ [target audience] to _____________ and _____________.” [benefit] [benefit] r ROADMA P www.asaecenter.org
  71. 71. Tips for integrating SM with traditional marketing. • Calendar for easy reference • Plan social media integration • Start with what you know best • Plan content strategy r ROADMA P www.asaecenter.org
  72. 72. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  73. 73. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  74. 74. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  75. 75. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  76. 76. a APP ARANCE E www.asaecenter.org
  77. 77. a APP ARANCE E www.asaecenter.org
  78. 78. a APP EARANCE P P Pre-Conference Marketing O Post-Conference Marketing Onsite Marketing www.asaecenter.org
  79. 79. a APP E ARANCE P P Post-Conference Marketing O Pre-Conference Onsite Marketing Marketing www.asaecenter.org
  80. 80. a APP EARANCE P P Pre-Conference Marketing Post-Conference Marketing O Onsite Marketing www.asaecenter.org
  81. 81. On-Site Marketing Social Media 1. Keep non-attendees informed on conference happenings. 2. Keep attendees better informed about the dayʼs schedule. a APP EARANCE www.asaecenter.org
  82. 82. On-Site Marketing Social Media 3. See the conference from a different perspective. 4. Inspire non-attendees to attend next year. a APP EARANCE www.asaecenter.org
  83. 83. On-Site Marketing Social Media 5. Stay connected to members. a APP EARANCE www.asaecenter.org
  84. 84. a APP E ARANCE P P Pre-Conference Marketing O Onsite Post-Conference Marketing Marketing www.asaecenter.org
  85. 85. Social Media Tools to Generate Excitement 1. Sharing videos and pictures through whichever platforms you use to make your event story come alive. a APP EARANCE www.asaecenter.org
  86. 86. Social Media Tools to Generate Excitement 2. You can use social bookmarking tools like Delicio.us to gather links for blog posts reviewing the event a APP EARANCE www.asaecenter.org
  87. 87. Social Media Tools to Generate Excitement 3. Twitter feeds of the special keywords a APP EARANCE www.asaecenter.org
  88. 88. Social Media Tools to Generate Excitement 4. Slideshows from the presentations and other online resources that were relevant to the event. a APP EARANCE www.asaecenter.org
  89. 89. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  90. 90. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  91. 91. t TRACKING www.asaecenter.org
  92. 92. t TRACKING www.asaecenter.org
  93. 93. t TRACKING What & How Tools www.asaecenter.org
  94. 94. t TRACKING Why Measure Social Media ROI? social media budgets up by 40% next year www.asaecenter.org
  95. 95. Ways to Measure Social Media ROI 1. Enhance brand awareness and reputation. 2. Improve search engine rankings and boost website traffic. t TRACKING www.asaecenter.org
  96. 96. Ways to Measure Social Media ROI 3. Generate referrals and leads. 4. Increase use of products and services t TRACKING www.asaecenter.org
  97. 97. Ways to Measure Social Media ROI 5. Improve communication within the association members. 6. Improved customer satisfaction and loyalty. t TRACKING www.asaecenter.org
  98. 98. conference marketing BEASTS www.asaecenter.org
  99. 99. conference marketing BEASTS www.asaecenter.org
  100. 100. RENCE NFE CO N LA AR M KETING P www.asaecenter.org
  101. 101. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org
  102. 102. RENCE NFE CO N LA AR M KETING P r a t ROADMA P APPE ARANCE TRACKING www.asaecenter.org

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