TEG xplore Attracting & Growing the Right Conference Audience

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1. The document discusses strategies for segmenting and targeting different audience types for conferences and events. It identifies common audience segments such as "lifers", "professors", "content marketers", "ambushers", "rookies", and "window shoppers". 2. The document recommends identifying the most important audience segments to target and the channels of influence for each segment. It also discusses how experience design can improve relevance and loyalty by tailoring the content and environment to different audience mindsets and learning styles. 3. Overall, the key message is that conferences should take a segmented approach to attracting and retaining the right types of audiences through targeted messaging, programming, and experience design.

Marketing

1
Strategies For Attracting &
Growing The Right Audience

1.Bucket participant types by attendance justification.

2.Consider approaches to identifying top segments.

3.Discuss how experience design can improve relevance for attraction and loyalty.

Laser approach
Highly amplified
Coherent focused beam

•What audience groups do you segment and market differently to today?
9

•Feel obligated to attend
•Tattoo on the arm
•Measure success not in years, but in # of badge ribbons.
•Board members, retired/life members, committee participants, chapter leaders
•Justification story is based on volunteerism, passion and status.
The Lifers

•Commonly found at meetings where speakers, speak to speakers.
•Academics seeking points for tenure or being published.
•Meeting often has posters as consolation prize.
•Their ticket to the meeting.
•Exhibitors and sponsors view them as influencers.
The Professors

•Primary goal is thought leadership.
•Sometimes guilty of doing a sales pitch.
•May consider upping their ante after getting on the program.
•Big play for consultants and freelancers.
The Content Marketers

•AKA companies that should exhibit
•Interested in networking & BizDev
The Ambushers

•Get ‘em when they’re young
•Students, Residents, etc.
•Exhibitors don’t value
•Low contribution margin
The Rookies

•Expo floor only
•Low investment
•Aisle density
•Good candidates for nurturing & upselling
The Window Shoppers

•True buyers of your networking & education experience
•Rarely attracted by CEU’s
•Segment here and design education to attract them
•Others will follow
Investor Participants

•What are possible obstacles for a segmentation approach with your annual conference?
20

22
Customer or Attendance Centricity
strategic advantage.
Focusing on the right customer for

People will pay for content if it is so unique they can’t get it anywhere else, so fast they benefit from getting it before anyone else, or so related to their tribe that paying for it brings them closer to other people.
Seth Godin

Design meeting environments that support the latest in brain science around Andragogy, the art & science of Adult Learning. Director of Learning Experiences to lead the charge.
33

“The art of communicating with your customers and prospects without selling.”
Content Marketing Institute

VIP EXPERIENCE – INVITE ONLY
VIP EXPERIENCE *INVITATION ONLY*

Promotion Focus
Prevention Focus
Are one of these Mindsets more dominant?
Marketing messages that resonate are polar opposite.
*Source – Columbia University Motivation Science Center
Approach Pleasure
Avoid Pain
Prevention vs. Promotion

39
What other experience design and attraction strategies work for you?

Others will follow
Attract the right fish…

•Flickr.com
•blog.jerodsandto.net
•www.businesscapturemastery.com
•www.chiefmarketer.com
•Totalmarketexposure.com
•gigaom.com
•empowernetwork.com
•francisgouillart.com
•Marketcopywriterblog.com
•suescaletta.com
•cflaeaglesnets.com
•Picasa. web.google.com
•Commons.wikimedia.com
•www.home-designing.com
•Mayabankovic.wordpress.com
•Blogs.mprnews.org
•www.aiard.org
•Darnwallpapers.com
•Sewanee
•Evomag.com

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TEG xplore Attracting & Growing the Right Conference Audience

1. 1 Strategies For Attracting & Growing The Right Audience

2. About You 2

3. 1.Bucket participant types by attendance justification.

4. 2.Consider approaches to identifying top segments.

5. 3.Discuss how experience design can improve relevance for attraction and loyalty.

6. Shotgun Approach

7. All things to all people

8. Laser approach Highly amplified Coherent focused beam

9. •What audience groups do you segment and market differently to today? 9

10. 1.Bucket participant types by attendance justification.

11. Attendance Loyalty

12. 12 Not all registrants created equally

13. •Feel obligated to attend •Tattoo on the arm •Measure success not in years, but in # of badge ribbons. •Board members, retired/life members, committee participants, chapter leaders •Justification story is based on volunteerism, passion and status. The Lifers

14. •Commonly found at meetings where speakers, speak to speakers. •Academics seeking points for tenure or being published. •Meeting often has posters as consolation prize. •Their ticket to the meeting. •Exhibitors and sponsors view them as influencers. The Professors

15. •Primary goal is thought leadership. •Sometimes guilty of doing a sales pitch. •May consider upping their ante after getting on the program. •Big play for consultants and freelancers. The Content Marketers

16. •AKA companies that should exhibit •Interested in networking & BizDev The Ambushers

17. •Get ‘em when they’re young •Students, Residents, etc. •Exhibitors don’t value •Low contribution margin The Rookies

18. •Expo floor only •Low investment •Aisle density •Good candidates for nurturing & upselling The Window Shoppers

19. •True buyers of your networking & education experience •Rarely attracted by CEU’s •Segment here and design education to attract them •Others will follow Investor Participants

20. •What are possible obstacles for a segmentation approach with your annual conference? 20

21. 2.Consider approaches to identifying top segments.

22. 22 Customer or Attendance Centricity strategic advantage. Focusing on the right customer for

23.

24.

25. Budget Maker vs. Spender

26. Identify Channels of Influence

27.

28. Future Leaders - Sustainability

29. 3.Discuss how experience design can improve relevance for attraction and loyalty.

30. People will pay for content if it is so unique they can’t get it anywhere else, so fast they benefit from getting it before anyone else, or so related to their tribe that paying for it brings them closer to other people. Seth Godin

31. Message Map

32.

33. Design meeting environments that support the latest in brain science around Andragogy, the art & science of Adult Learning. Director of Learning Experiences to lead the charge. 33

34.

35. “The art of communicating with your customers and prospects without selling.” Content Marketing Institute

36.

37. VIP EXPERIENCE – INVITE ONLY VIP EXPERIENCE *INVITATION ONLY*

38. Promotion Focus Prevention Focus Are one of these Mindsets more dominant? Marketing messages that resonate are polar opposite. *Source – Columbia University Motivation Science Center Approach Pleasure Avoid Pain Prevention vs. Promotion

39. 39 What other experience design and attraction strategies work for you?

40. Others will follow Attract the right fish…

41. •Flickr.com •blog.jerodsandto.net •www.businesscapturemastery.com •www.chiefmarketer.com •Totalmarketexposure.com •gigaom.com •empowernetwork.com •francisgouillart.com •Marketcopywriterblog.com •suescaletta.com •cflaeaglesnets.com •Picasa. web.google.com •Commons.wikimedia.com •www.home-designing.com •Mayabankovic.wordpress.com •Blogs.mprnews.org •www.aiard.org •Darnwallpapers.com •Sewanee •Evomag.com

TEG xplore Attracting & Growing the Right Conference Audience

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TEG xplore Attracting & Growing the Right Conference Audience