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Wild Apricot Expert Webinar
Build. Connect. Grow. Membership & more.
Wild Apricot Expert Webinar
Presented by
Summit Webinar 3
How to Turn Your Events into a Growth
Engine for your Organizati...
Wild Apricot Expert Webinar
Donald Cowper
Story Apricot
Content Manager
Your Wild Apricot Hosts
Rano Ghosh
Invictus Aprico...
Wild Apricot Expert Webinar
We will email you a link to a recording of this
webinar.
See more webinars: www.wildapricot.co...
Wild Apricot Expert Webinar
Wild Apricot Expert Webinar
50,000 membership managers use Wild Apricot
everyday
10 years old!
#1 Membership Management Software
Provider
Wild Apricot Expert Webinar
Your Presenter
Jeff Hurt
Velvet Chainsaw Consulting
Photo by Johnny Vulkan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26614...
10
Strategies For Attracting &
Growing The Right Audience
Photo by Matt. Create. - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/76583...
13
Presenter-Attendee Agreement
Law of the Click
15
16
Vibrate please
17
Social Sharing
welcome
Tweet Unto Others As You
Would Have Them Tweet
Unto You.
18
@JeffHurt
Tweet
Something
Good Before
You Tweet
Something
Bad
19
20
Seek first to
understand
21
Safe
space
to
agree,
disagree,
ponder,
& question
About Me
• Coal Miner’s Grandson
• West Virginia Hillbilly
• Nonprofit Junkie
• Environmental Advocate
• Meeting & Event P...
23
Executive Vice President
Education & Engagement
24
About You
25
26
What is your favorite dessert?
27
28
29
Which of these LOs
important to you?
31
Your Turn
32
• Gain strategies to identify & maintain
market share of economic buyers &
decision makers
• Explore how audience segme...
Growth Growth
Increase & Sustainability
37
It Happens
38
Plateaus
Declining
39
Plateaus
What do you currently do with
your events to create growth?
41
Your Turn
42
Never learned
how to acquire
new customers
43
More than new
customers –
the RIGHT
customers
44
Depending upon
easy sale & past
marketing
methods.
• Which groups do you provide
programming for at your
conference?
Small Group Discussion
45
Shotgun
Approach
All
things
to all
people
Big box department store
discounted quantity for masses
Who decides content/speakers
for those groups?
49
Your Turn
Content defined by committees
Laser approach
Highly amplified
Coherent focused beam
• What is the primary objective
of most conferences?
Small Group Discussion
52
Revenue - profits
Revenue - profits
Monetize over a long time period
55
Product Centricity
56
Product Centricity
More product you sell, cheaper it
becomes to produce, sell more &
make more money
57
Most Conferences Have Product
Centricity Mentality
The more content offered for all
stakeholders more likely people wil...
58
Product Centricity – Shampoo Model
59
Create a conference.
Market the conference.
Sell the conference.
Repeat.
Product Centricity
60
Tweak conference slightly
Product Centricity
61
Cracks in Product Centricity
Attendees:
1. Demanding better experience.
62
Cracks in Product Centricity
Attendees:
2. Expect better ROI.
1. Demanding better experience.
63
Cracks in Product Centricity
Attendees:
2. Expect better ROI.
3. Like free agents, loyalty is fickle.
1. Demanding bett...
64
Product Centricity Vulnerable
vulnerable than in past.
Way you’re planning conferences more
65
In The Past - Stacked Deck
Expertise in industry.
66
In The Past - Stacked Deck
Expertise in industry.
Info delivery models that secured market
share.
67
In The Past - Stacked Deck
Expertise in industry.
Few competitors
Info delivery models that secured market
share.
68
Perfect Storm
69
Perfect Storm
1. Easy access to experts today.
70
Perfect Storm
1. Easy access to experts today.
2. Info widely available online.
71
Perfect Storm
1. Easy access to experts today.
3. Increased competitors.
2. Info widely available online.
72
Not all registrants created equally
73
Customer Centricity
What does customer centricity
mean to you and your events?
74
Your Turn
75
Customer Centricity
strategic advantage.
Focusing on the right customer for
76
Customer Centricity
Not a philosophy
77
Customer Centricity
Not a philosophy
Not customer service
78
Customer Centricity
Not a philosophy
Not customer service
Not being nice to customers
79
Customer Centricity
Cannot be fostered via mission/guide
80
Customer Centricity
Cannot be fostered via mission/guide
Strategy: align topics with needs,
solutions for most valuable...
81
Customer Centricity
Aim: more profits for the long term
82
Is customer always right?
83
Is customer always right?
Right customer always right!
84
Two Types Of Conf Customers
85
Two Types Of Conf Customers
1. Good customers
2. Everyone else
86
Your Org Better Served If
87
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
88
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customer...
89
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customer...
How would you identify the right
customer for your conference planning?
90
Your Turn
Economic Buyers
Decision-Makers
Economic Buyers
Decision-Makers
Market to grow
Economic Buyers
• Are these companies customer centric?
Nordstrom
Starbucks
Walmart
94
Your Turn
95
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.
96
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.
97
Identifying Right Customers
Requires data collection
98
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
99
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
100
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
Investin...
101
Product Centric Conferences
Develop and sell education sessions
they think their customers want.
102
Flip The Conference Model
103
Flip The Conference Model
Customer Centric Conferences develop
& sell education sessions they KNOW
their customers wan...
104
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
105
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curati...
106
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curati...
107
Customer Acquisition
Sales & marketing processes used
108
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits
109
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits
Web, print, postage, pr, social m...
110
Costs 6-7 X more than loyal customers
New Customer Acquisition
111
Revenue: $1,116,338
Attendees: 1,600
Conference Example
112
Revenue: $1,116,338
Attendees: 1,600
Conference Example
113
Conference Example
Revenue: $1,116,338
Marketing: $342,000
Speakers: $70,000
Attendees: 1,600
114
Conference Example
Revenue: $1,116,338
Marketing: $342,000
Speakers: $70,000
Attendees: 1,600
Marketing is $214 per at...
115
Acquisition Cost Of New
Customer Vs Loyal Ones
116
Most orgs do not measure LTV
LTV: Life Time Value Of A Customer
117
Mailbox members/customers
Most orgs do not measure LTV
118
Total number of events attended 3 yrs
Add the amount of revenue
Compare customers
Most orgs do not measure LTV
LTV: Li...
119
Unbalanced Conference Model
120
Balanced Conference Model
For Conference Growth?
Who Is Your Ideal Target Market
Your Turn
122
123
124
Thank You
• dmourati
• loungeri
• Leo Reynolds
• Vizzzual.com
• Eiser Bahner
• Kehm
• Kevin Rouhte
• Gin_able
• Abbyladybug
• vermin...
jhurt@velvetchainsaw.com
velvetchainsaw.com
@JeffHurt
Wild Apricot Facebook
Group
facebook.com/groups/WildApricotTribe
Wild Apricot Academy
wildapricot.com/academy
#1 Membership Management Software
Provider
www.wildapricot.com
Wild Apricot Expert Webinar
Presented by
Summit Webinar 3
How to Turn Your Events into a Growth
Engine for your Organizati...
THE
END
Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization
Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization
Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization
Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization
Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization
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Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization

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If you want to drive growth through your events, please join this free webinar with Jeff Hurt, a leading event design expert. Jeff has worked with hundreds of organizations, helping them grow by taking a new approach to marketing and running their events. In this webinar, you’ll learn how to create an experience for your attendees that turns them into evangelists for your organization.

Published in: Marketing
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Membership Growth Online Summit 2017 - Day 3: How to Turn Your Events into a Growth Engine for Your Organization

  1. 1. Wild Apricot Expert Webinar Build. Connect. Grow. Membership & more.
  2. 2. Wild Apricot Expert Webinar Presented by Summit Webinar 3 How to Turn Your Events into a Growth Engine for your Organization Jeff Hurt Velvet Chainsaw Consulting
  3. 3. Wild Apricot Expert Webinar Donald Cowper Story Apricot Content Manager Your Wild Apricot Hosts Rano Ghosh Invictus Apricot Customer Success Coach
  4. 4. Wild Apricot Expert Webinar We will email you a link to a recording of this webinar. See more webinars: www.wildapricot.com/academy
  5. 5. Wild Apricot Expert Webinar
  6. 6. Wild Apricot Expert Webinar 50,000 membership managers use Wild Apricot everyday 10 years old!
  7. 7. #1 Membership Management Software Provider
  8. 8. Wild Apricot Expert Webinar Your Presenter Jeff Hurt Velvet Chainsaw Consulting
  9. 9. Photo by Johnny Vulkan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26614375@N00 Created with Haiku Deck
  10. 10. 10 Strategies For Attracting & Growing The Right Audience
  11. 11. Photo by Matt. Create. - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/76583692@N00 Created with Haiku Deck
  12. 12. 13 Presenter-Attendee Agreement
  13. 13. Law of the Click
  14. 14. 15
  15. 15. 16 Vibrate please
  16. 16. 17 Social Sharing welcome
  17. 17. Tweet Unto Others As You Would Have Them Tweet Unto You. 18 @JeffHurt
  18. 18. Tweet Something Good Before You Tweet Something Bad 19
  19. 19. 20 Seek first to understand
  20. 20. 21 Safe space to agree, disagree, ponder, & question
  21. 21. About Me • Coal Miner’s Grandson • West Virginia Hillbilly • Nonprofit Junkie • Environmental Advocate • Meeting & Event Professional • Education Evangelist 22
  22. 22. 23
  23. 23. Executive Vice President Education & Engagement 24
  24. 24. About You 25
  25. 25. 26 What is your favorite dessert?
  26. 26. 27
  27. 27. 28
  28. 28. 29
  29. 29. Which of these LOs important to you? 31 Your Turn
  30. 30. 32 • Gain strategies to identify & maintain market share of economic buyers & decision makers • Explore how audience segmentation is critical to conference success • Compare acquisition costs of new attendees vs costs of loyal attendees
  31. 31. Growth Growth
  32. 32. Increase & Sustainability
  33. 33. 37 It Happens
  34. 34. 38 Plateaus Declining
  35. 35. 39 Plateaus
  36. 36. What do you currently do with your events to create growth? 41 Your Turn
  37. 37. 42 Never learned how to acquire new customers
  38. 38. 43 More than new customers – the RIGHT customers
  39. 39. 44 Depending upon easy sale & past marketing methods.
  40. 40. • Which groups do you provide programming for at your conference? Small Group Discussion 45
  41. 41. Shotgun Approach
  42. 42. All things to all people
  43. 43. Big box department store discounted quantity for masses
  44. 44. Who decides content/speakers for those groups? 49 Your Turn
  45. 45. Content defined by committees
  46. 46. Laser approach Highly amplified Coherent focused beam
  47. 47. • What is the primary objective of most conferences? Small Group Discussion 52
  48. 48. Revenue - profits
  49. 49. Revenue - profits Monetize over a long time period
  50. 50. 55 Product Centricity
  51. 51. 56 Product Centricity More product you sell, cheaper it becomes to produce, sell more & make more money
  52. 52. 57 Most Conferences Have Product Centricity Mentality The more content offered for all stakeholders more likely people will register
  53. 53. 58 Product Centricity – Shampoo Model
  54. 54. 59 Create a conference. Market the conference. Sell the conference. Repeat. Product Centricity
  55. 55. 60 Tweak conference slightly Product Centricity
  56. 56. 61 Cracks in Product Centricity Attendees: 1. Demanding better experience.
  57. 57. 62 Cracks in Product Centricity Attendees: 2. Expect better ROI. 1. Demanding better experience.
  58. 58. 63 Cracks in Product Centricity Attendees: 2. Expect better ROI. 3. Like free agents, loyalty is fickle. 1. Demanding better experience.
  59. 59. 64 Product Centricity Vulnerable vulnerable than in past. Way you’re planning conferences more
  60. 60. 65 In The Past - Stacked Deck Expertise in industry.
  61. 61. 66 In The Past - Stacked Deck Expertise in industry. Info delivery models that secured market share.
  62. 62. 67 In The Past - Stacked Deck Expertise in industry. Few competitors Info delivery models that secured market share.
  63. 63. 68 Perfect Storm
  64. 64. 69 Perfect Storm 1. Easy access to experts today.
  65. 65. 70 Perfect Storm 1. Easy access to experts today. 2. Info widely available online.
  66. 66. 71 Perfect Storm 1. Easy access to experts today. 3. Increased competitors. 2. Info widely available online.
  67. 67. 72 Not all registrants created equally
  68. 68. 73 Customer Centricity
  69. 69. What does customer centricity mean to you and your events? 74 Your Turn
  70. 70. 75 Customer Centricity strategic advantage. Focusing on the right customer for
  71. 71. 76 Customer Centricity Not a philosophy
  72. 72. 77 Customer Centricity Not a philosophy Not customer service
  73. 73. 78 Customer Centricity Not a philosophy Not customer service Not being nice to customers
  74. 74. 79 Customer Centricity Cannot be fostered via mission/guide
  75. 75. 80 Customer Centricity Cannot be fostered via mission/guide Strategy: align topics with needs, solutions for most valuable customers
  76. 76. 81 Customer Centricity Aim: more profits for the long term
  77. 77. 82 Is customer always right?
  78. 78. 83 Is customer always right? Right customer always right!
  79. 79. 84 Two Types Of Conf Customers
  80. 80. 85 Two Types Of Conf Customers 1. Good customers 2. Everyone else
  81. 81. 86 Your Org Better Served If
  82. 82. 87 Your Org Better Served If 1. Spent more time on attracting right, good customers for your conference.
  83. 83. 88 Your Org Better Served If 1. Spent more time on attracting right, good customers for your conference. 2. Right customers hold key for long term profitability.
  84. 84. 89 Your Org Better Served If 1. Spent more time on attracting right, good customers for your conference. 2. Right customers hold key for long term profitability. 3. Right customers give strategic advantage over competition.
  85. 85. How would you identify the right customer for your conference planning? 90 Your Turn
  86. 86. Economic Buyers
  87. 87. Decision-Makers Economic Buyers
  88. 88. Decision-Makers Market to grow Economic Buyers
  89. 89. • Are these companies customer centric? Nordstrom Starbucks Walmart 94 Your Turn
  90. 90. 95 Customer Centric? Nordstrom, Starbucks, Walmart don’t collect long-term data about their loyal customers.
  91. 91. 96 Customer Centric? Nordstrom, Starbucks, Walmart don’t collect long-term data about their loyal customers.
  92. 92. 97 Identifying Right Customers Requires data collection
  93. 93. 98 Identifying Right Customers Requires data collection Collecting, tracking & monitoring
  94. 94. 99 Identifying Right Customers Requires data collection Collecting, tracking & monitoring Past purchasing habits
  95. 95. 100 Identifying Right Customers Requires data collection Collecting, tracking & monitoring Past purchasing habits Investing in tech & staff to collect, sort
  96. 96. 101 Product Centric Conferences Develop and sell education sessions they think their customers want.
  97. 97. 102 Flip The Conference Model
  98. 98. 103 Flip The Conference Model Customer Centric Conferences develop & sell education sessions they KNOW their customers want.
  99. 99. 104 Flip The Conference Model Content satisfies a pain point Provides relevant solutions to problems
  100. 100. 105 Flip The Conference Model Content satisfies a pain point Provides relevant solutions to problems Aggregation to curation
  101. 101. 106 Flip The Conference Model Content satisfies a pain point Provides relevant solutions to problems Aggregation to curation Requires audience segmentation
  102. 102. 107 Customer Acquisition Sales & marketing processes used
  103. 103. 108 Customer Acquisition Sales & marketing processes used Includes staff time & benefits
  104. 104. 109 Customer Acquisition Sales & marketing processes used Includes staff time & benefits Web, print, postage, pr, social media
  105. 105. 110 Costs 6-7 X more than loyal customers New Customer Acquisition
  106. 106. 111 Revenue: $1,116,338 Attendees: 1,600 Conference Example
  107. 107. 112 Revenue: $1,116,338 Attendees: 1,600 Conference Example
  108. 108. 113 Conference Example Revenue: $1,116,338 Marketing: $342,000 Speakers: $70,000 Attendees: 1,600
  109. 109. 114 Conference Example Revenue: $1,116,338 Marketing: $342,000 Speakers: $70,000 Attendees: 1,600 Marketing is $214 per attendee Experience is $44 per attendee
  110. 110. 115 Acquisition Cost Of New Customer Vs Loyal Ones
  111. 111. 116 Most orgs do not measure LTV LTV: Life Time Value Of A Customer
  112. 112. 117 Mailbox members/customers Most orgs do not measure LTV
  113. 113. 118 Total number of events attended 3 yrs Add the amount of revenue Compare customers Most orgs do not measure LTV LTV: Life Time Value
  114. 114. 119 Unbalanced Conference Model
  115. 115. 120 Balanced Conference Model
  116. 116. For Conference Growth? Who Is Your Ideal Target Market Your Turn
  117. 117. 122
  118. 118. 123
  119. 119. 124
  120. 120. Thank You
  121. 121. • dmourati • loungeri • Leo Reynolds • Vizzzual.com • Eiser Bahner • Kehm • Kevin Rouhte • Gin_able • Abbyladybug • vermininc • Johnny Vulcan • neys • coofdy • clagnut • sanctu • Jeremy Brooks • minipixel • stevendpalo Images by:
  122. 122. jhurt@velvetchainsaw.com velvetchainsaw.com @JeffHurt
  123. 123. Wild Apricot Facebook Group facebook.com/groups/WildApricotTribe
  124. 124. Wild Apricot Academy wildapricot.com/academy
  125. 125. #1 Membership Management Software Provider www.wildapricot.com
  126. 126. Wild Apricot Expert Webinar Presented by Summit Webinar 3 How to Turn Your Events into a Growth Engine for your Organization Jeff Hurt Velvet Chainsaw Consulting
  127. 127. THE END

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