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Presentation provides information on how to market a meeting using direct mail, email, social media and advertising. Samples are from the association industry.
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Connecting Great Ideas and Great People
www.asaecenter.org
Denise Gavilan, principal, Gavilan Marketing & PR;
Kelly Koczak, VP, marketing communications, Produce Marketing Association
Marketing Your Meeting: How the Tried & True
Complement the NewAugust 17, 20093:15 – 4:30 p.m.
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This Presentation:
Things you already know but shouldn’t forget
Tried and True applied to new strategies and vehicles
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This Presentation:
Game Changers:
Strategies that change what you do and how your members and attendees
interact
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This Presentation:
New Things to Consider about Event Marketing:
Goal should not be to just get people there…goal should be to get others to get
people there…
Telling their story – don’t forget the event is not just about you – it’s about them…
Encourage others to share, post and re-purpose content
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Developing a Marketing Campaign
“Marketing takes a day to learn.
Unfortunately it takes a lifetime
to master.”
Philip Kotler, 1931 - US marketing guru
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Goals & Objectives
Goal:What do you hope to achieve with the
marketing effort? Generally longer term
Objectives: Shorter, tangible, measured
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Your Audience
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Tried and True Tip:Segmentation
First timersOutside US
Loyalists – those who come every yearSponsorsVendors
CRM DataBy issue interest/focus
Analyze, segment and target
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Messages
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Tried and True Tip:Messaging
Provide simple, clear, concise messaging that resonates with customers.
Be sure messages are consistent throughout the organization
Integrated in marketing, public relations, business development activities
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Tried and True Tip:Call to Action
Have a very clear and distinct call to action in every communication.
Whether it is signing up to register, learn more, fill out a survey, get something, each promotion must be carefully tailored to get a response.
E-mail is still personal and must build a relationship with your reader.
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Marketing Tactics
• How can you reach your audiences? • When should you? • What resources do you have or
need? • What is your timeline?• What is your budget?
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Develop Show Identity
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Direct Mail
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Direct Mail With Variable Data
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Variable Data Postcard A: Back
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Variable Data Fonts
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Explore Strategic Partnerships
Leverage your relationships with other groups
What can you offer that they don’t have?
What can you offer each other?
Often working with other groups helps you get more results for less effort and less cost.
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Tried & True Tip
Be timely, and be relevant.
Capitalize on current issues/concerns
Any new value at your event is an opportunity to re-communicate with your audience
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E-mail Campaign
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Tactics
What’s (kind-of) new?
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Website
Your event Website should be a toolbox to get others to help you promote it.
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Web site
Web Stickers & E-mail Signatures
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E-Postcard Campaign
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Widgets
A widget is anything that can be embedded within a Web page.
Adds some content to that page that is not static.
Countdowns for events, tips for attendees, exhibitors.
Think about your audience and how you can use these: Games, photos,
calculator, etc.
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Word of Mouth•Messages are different for e-mails, direct mail, ads•Website can be different•Advocates help spread word•Word travels through right circles
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Word of Mouth
Influencers: Not just advocates
Know who the key influencers are for your industry – and use
them!
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Influencers
Influencers: Not just advocates
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Influencers
Influencers: Not just advocates
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PURL Campaign
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Social Media
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Social Media
It’s about:
ContentConversationCommunity
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Social Media: Twitter
There were 53 tweets alone from the opening general session panel on our research project with the National Restaurant Association and the
International Food Distributors Association
Those tweeters reached a combined audience of about 2,500 people that weren’t at the conference – most linking to other content from PMA.
Tweeters were a mix of media and attendees who used our hashtag.
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Social Media: Twitter
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Social Media: Twitter
We promoted the hashtag through all related-mails, exhibitor bulletins and our magazine.
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Tried, True & New Tip
Consider setting up a corporate Twitter account to engage brand advocates, influencers, media and prospects.
Don’t set up a Twitter account unless you can commit resources to providing regular updating and creating a dialogue with users.
Encourage employees to set up Twitter feeds and leverage your network to engage advocates and distribute content.
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Tried, True & New Tip
Understand your business goals first and develop a strategy.
Don’t jump into every social network or specialty site. Take the time to understand which ones make sense for your business. Does My Space work for
your audience?
Do they use it?
If they don’t, could also be an opportunity to educate your members and provide more value from your organization – take them along with you.
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Fish Where the Fish Are
Google Adwords campaigns
Target competitor events
Focus by language
Cost-effective: tailor to your budget
Also good for crisis communications to businesses and consumers.
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Videos & Demoshttp://www.pma.com/freshsummit/2009/index.cfm
http://www.youtube.com/watch?v=BlHnOuDFCbI
http://www.pma.com/video/index.cfm?active=3
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Tried, True & New Tip
Consider starting your own video contest and upload the winning entries to your channel or site.
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Mapping
Use Google Maps or Bing to map out where members are – get people to get together to talk about event, host local/regional networking in advance of the meeting to spread the word, make contacts, promote the event
Google Maps API can be integrated into your site to help mobilize attendees:
Show where potential attendees are, increase sponsorships by working with local businesses to map out restaurant locations, entertainment locations to your participants, or other fun ideas such as where to get coffee.
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Incentives
People like a deal or reward
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Budget & Timeline•Begin campaign at least six-to-eight months before meeting •Budget for expected (printing, website development, design etc.) and unexpected expenses (postage increases, consultants, research, etc.)
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Evaluation•It’s ongoing•Did you meet your goals and objectives?•Audience feedback: was campaign well received?•Tactics: did they work?•Time: did you have enough?•Budget: did you meet or surpass?
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Tried, True & New Tips
Everything is scalable – and anything is possible
The best content is what the people create themselves
About Efficiency, Cost-effectiveness, and Intimacy
Create evangelists not attendees
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Thank You!
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Contact Information
Denise Gavilan, principal, Gavilan Marketing & [email protected]
Kelly Koczak, VP, marketing communications, Produce Marketing [email protected](302) 738-7100, x. 3042
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
