This document provides an overview of marketing communication strategies for successful events. It discusses objectives like lead generation, sales conversion, and customer satisfaction. The presentation covers the marketing communication mix including mass communication channels like websites, social media, and email marketing. It also discusses direct marketing tactics like telephone campaigns and direct mail. The document then focuses on specific strategies for public relations, website content, and writing effective press releases to generate media coverage for events.

1. MARCOM
MANAGEMENT
IDG ASEAN, Apr 2014Presented by: Annie Hoang
FOR SUCCESSFUL EVENTS

2. 1. MARCOM OBJECTIVES?
2. MARCOM MIX
3. DIRECT MARKETING
4. MASS COMMUNICATION
AGENDA

3. MARKETING
COMMUNICATION
OBJECTIVES
1

4. Reten%on
=
Returned
Customers
Sa0sfac0on
=
Happy
Customers
Customers
=
Register
as
Sponsors
Closure
=
Nego0ates/
Feedback
in
terms
of
price/
benefits
Quotes
=
Asking
for
quota0ons
Qualified
Leads
=
Leads
with
budget/
pain
points/
interest
Lead
Genera0on
=
Websites/
Exis0ng
Customer
Databases
SPONSORSHIP
SALES FUNNEL

5. Pipe
Line
No.
%
Leads
Qualified
Leads
Quote
Closure
Customers
Sa0sfac0on
Reten0on
ANALYSIS
• Conversion rate is High or Low?
How to keep a high conversion rate?
• Understand which stage we losing
most of the leads to identify the
Low performing stages
• Reviewing sales follow-up process of
the low performing stage
• Reviewing marketing process at the
low performing stage
SPONSORHISP
SALES
TRACKING
SALES FUNNEL TRACKING

6. CRITICS = Comments/ Rating/
Feedbacks/ Asking Questions/
Answering survey
JOINERS = Register for
Facebook/ Linked-In/ Google+/
Following Events
SUBSCRIBERS = Subscribe e-
news/ Register to Download
Content
VISITORS = Browsing website
SPECTATORS = Read e-news
RETURNED CUSTOMERS
Maintaining membership
SATISFIED CUSTOMERS
MEMBERS = Register for
Conference Ticket/
Membership
QUALIFIED LEADS = Asking
for quotation/ Show Interest
LEADS
ENGAGEMENTFUNNEL
SALESFUNNEL
DELEGATE
ENGAGEMENT
SALES
FUNNEL

7. Social Media 15
Feb
15
Mar
15
April
15
May
15
June
15
July
15
Aug
15
Sep
15
Oct
15
Nov
15
Dec
Linked-In
Facebook
TRACKING
ENGAGEMENTGoal 1: Subscribers
§ Track via URL Goal on Google Analytics
§ Number of usable contacts exported from website
Goal 2: Joiners
Goal 3: Critics
= Number of Comments on Social Media + Custom Site Search + Polls

8. • Feedback Rate
• Conversion Rate
• Satisfaction Rate
• Retentions Rate
ANALYSIS
Pipe Line eNews
1
% eNews
2
% eNews
3
%
Leads
Read
Not Read
Fail
Reply
(Qualified)
Quote
Customers
Satisfaction
Retention
TRACKING
SALES PROCESS

9. MARKETING OBJECTIVES
New lead
generations
Website Visitors
10.000 per 2
months
Subscribers
(downloading
content) = 1000
Joiners: +2000
Linked In: +500
Facebook: +1500
Leads from other
marcom activities
= 500
Qualified
leads
Conversion Rate =
10%
Total Lead: 4000
Qualified Lead:
400
Customers
conversion
Conversion rate =
25%
Target no. of
customers: 100
Conference Ticket:
200 USD
Customer
satisfaction
80% Satisfied
Returned
customers
Return Rate = 60%
SALES OBJECTIVES
DELEGATE REGISTRATION TARGET REVENUE
FOR A CONFERENCE PROJECT: 20.000 USD

10. MARKETING
COMMUNICATION MIX
2

11. MASS
COMMUNICATIONS
Lead
Generation
Demand Generation Sales Conversion Satisfaction
Sales
Sales + Customer
Service + Logistics
LEADS
QUALIFIED
LEADS
QUOTES
CLOSURE
CUSTOMERS SATISFIED
CUSTOMERS
DIRECT
COMMUNICATIONS
LEAD GENERATION DEMAND GENERATION
• Website
• Social media
• PR
• Email marketing
• Direct mail
• Tele-marketing
• SMS marketing
Marketing Communication

12. DIRECT
MARKETING
3

13. • Generate Awareness
• Generate Interest/
Engagement
• Generate Demand
• Generate Awareness
• Generate Interest/
Engagement
• Probe Interest
• Open Rate
• Click Through Rate
(Drive Website Traffic)
• Email Contact
• Phone Contact
• Generate Awareness
• Generate Interest/
Engagement
• Generate Demand
• Reminder
• Offer Discounts
Program
• Visit Website
• Email Contact
• Phone Contact
• Check Email
• Check Mail
• Visit website
• Call Hotline
• Content Rich
• Text + Image
+ Links
• Fast to reach
• High rate of unread
• Not Intrusive
• Active Reading
• Content Rich
• Text + Image
• Limited Text
• Slow to reach
• High rate of unread
• Not intrusive
• Active Reading
• Time limit
• Verbal
• Highly
Interactive
• Fast to reach
• High rate of Reaching
• Intrusive
• Active Reading
• Fast to reach
• High rate of Reaching
• Very Intrusive
• Passive
COMMUNCATION
OBJECTIVES
TARGET
ACTIONS
INFORMATION REACH

14. BE INFORMATIVE
LOSE THE SALES HYPE
KEEP IT BRIEF
AIM FOR A CLICK
HAVE A
COMPELLING
OPENING LINE
BE RELIABLE AND
CONSISTENT
Break ups are
rough, but would
you rather someone
break up with you
calmly, or
unknowingly throw
you under a bus?
LET THEM
OPT-OUT
EASILY

17. No
Yes
No
Not
sure
Explain
core
benefits
(phone
scripts)
Ask
for
Reasons
+
Ask
for
Future
Coopera%on
Yes
Busy
Number
busy
or
Recipient
is
busy
Wrong
number
Check
email/
Ask
for
addi%onal
email
+
Resend
+
Brief
introduce
(if
rep
has
%me)
Check
Interest
Check
Receipt
of
marke%ng
info
I
am
s%ll
thinking/
I
am
wai%ng
for
approval/
I
am
checking
with
my
team
Yes
I
am
interested,
please
send
me
more
info
on
the
packages
Asking
for
price
quota%on
Sorry
we
cannot
par%cipate
Update
databases
Call
again
later
Change
account
to
Ha
Le
Out
of
budget
Have
other
schedules
Target
audience
are
non-­‐relevant
Have
other
business
priori%es
Why
should
I
aUend?
Suggest
to
send
updates
via
email
+
ask
for
permission
to
call
back
later
Ques%on
the
effec%veness
of
the
event
Other
reasons
Why?
2
3
5
0
1
4
Start
of
Sales
Process
UNREACHED
REACHED

18. 2ND PHONE CALL
+ Update Databases
Sending Proposals Close the Deal
List of Potential
Customers
PHONE SCRIPT
• Introduction
• Check email
receipt
• Event benefit
briefing
• Ask to call
back
LEAD
GENERATION
DATABASE
MANAGEMENT
PR
Website Linked-in
Facebook
E-news
SMS
Direct Mail
1ST PHONE CALL
+ Update
Databases
REVIEW OF
DATABASES
• How many contacts
are relevant to the
event?
• How many A, B, C?
• How many more
contacts need to be
developed?
PHONE SCRIPT
• Introduction
• Check Interest
• Explain event core values
• Ask to call back/ Why not
interested
• Probe for Marketing Budget
Planning/ Biz goal / Target
segments
SALES KIT
• Marketing Letter
• Event Overview
• Conference Agenda
• Floor Plan
• Attendee Profile
• Attendee List
(tentative)
• Event Schedule
GUIDELINES TO
DEVELOP
CONTACTS?
TELEPHONE SALES PROCESS + PHONE SCRIPT +
GUIDELINES FOR ACTION CODING
CUSTOMIZE
PACKAGES
PRCING
NEGOTIATION
INTEGRATING
SALES & MARKETING PROCESS

19. MASS
COMMUNICATIONS
3

20. “Any business that does
not have a WEBSITE is
missing out on one of
the MOST POWERFUL
marketing tools available
to them”
GENERATE TRAFFIC
• Capture enormous amount of Traffic
on the Internet
• Make your company more
accessible to your customers
GENERATE SALES
• Products/ Services Information
• Sales Pitching
EFFECTIVE
WEBSITE

21. USER GOALS
Search for update
market info
Seek idea for a gift
Learn a new skill
Seek a marketing
initiative
BUSINESS GOALSWEB CONTENT FLOWS
A LikeUseful Content
Product Information
Product Testimonials
Product Benefit Arguments
A Download
A Subscriber
A Lead
A Phone Call
A Buyer
EFFECTIVE
WEBSITE
STOP DESIGNING PAGES
START DESIGNING FLOWS

23. EFFECTIVE
PR
Building good relationship
with key media agencies
Attracting participation of
local and international
media agencies
Maximize Media
Coverage and Enhance
Brand Image
PR OPERATIONAL
OBJECTIVES

24. PROJECT TIMELINE
• Media Hospitality
• Handle all media
requests on site
• Coordinate for
maximum TV and
print coverage
• Organize for one-
on-one interviews
for sponsors/
speakers
• Press conference
• PR campaign on
newspaper and online,
television (to announce
the event)
• Video clip production
• Seek publication
sponsors
• Update Media center
of each event website
POST-EVENT
EFFECTIVE
PR
• Thank you Letter
• Press Follow up
• Press Clipping/
Media Report
• Report to IDG
World Updates
PRE-EVENT ONSITE

25. BUILDING RELATIONSHIPS
WITH MEDIA
Source: MIC report - 6/2012
784
Media
agencies
25 daily
newspapers
564
magazines
67 TV
channels
62 online
news-
papers
17.000
journalists
EFFECTIVE
PR
• LOCAL PRESS
• SPECIALIST PRESS = Industrial sector
• SPECIALIST PRESS = Reader Profile
• CONSUMER PRESS
• NATIONAL PRESS
Press . Television . Radio .

26. PR vs. MEDIA
RELATIONSHIP
EFFECTIVE
PR
BE A EXPERT – SHARE INSIGHTS
• Provide news
• Provide in-depth analysis and comment on
a topical or relevant subject
• Connect journalists with industrial experts
• Always associate the news with the brand
name, slogan and messages
• BE A FRIEND – OPEN & HONEST
• Journalists like stories that
present something NEW
• Journalists like stories that
include the RESULTS OF
RESEARCH
• Journalists like stories that are
linked to ANNIVERSARIES
MEDIA CONSIDERS PR
AS CONVENIENT, QUICK
AND RELIABLE
INFORMATION SOURCES
PR CONSIDERS MEDIA AS
COMMUNICATION CHANNEL
WITH THEIR DIVERSIFIED
TARGET AUDIENCES

27. SHORT . STIMULATING . GET TO THE POINT.
AUDIENCE FOCUSED. CATCHY HEADLINE.
EFFECTIVE
PR
WRITING A PRESS RELEASE
WHO? Who are the key players — your company, anyone else involved
with the product? Who does your news affect/who does it benefit?
WHAT? What is new?
WHY? Why is this important news — what does it provide that is different?
WHERE? Where is this happening/is there a geographical angle/is the
location of business relevant?
WHEN? What is the timing of this? Does this add significance?
HOW? How did this come about?

28. EFFECTIVE
PR
WRITING A PRESS RELEASE
FIRST PARAGRAPH
All the information should be included into the first paragraph
TEST: Can the story can be understood in its entirety if only the first paragraph
was reproduced in print?
SECOND
Expansion on 1st paragraph information. Give a bit more details.
THIRD
Provides a quote
FOURTH
Final Information: Company Profile, Referencing websites, Contact Info, etc.
Keep the copy as tight as possible.
Less than three pages.
Less than 25 words per sentence.

29. PRESS RELEASE
CHECKLIST
• Assess if the story has news
value and if a release is
appropriate
• Research the target press and
media. Review publications to
get a feel for the tone and
style. Identify deadlines.
• Identify the key facts – ask
who, what, why, where, when,
how?
• Draft a template structure for
your story.
• Decide who should be quoted
from your organization and if
third-party quotes would be
useful.
• Check whether a photo can
support the release.

31. THANK
YOU