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How would you like to know if your event has a chance of success? How about getting the know how to increase your chances of a huge crowd? Join this conversation and find out!
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Increase Attendance ( get different name)
Increase Attendance to Educational Events through Successful MarketingJuly 17, 2013
Elsa VelascoSociety of Exploration Geophysicists
Follow us on Twitter! #CESSE2013
Increase Attendance to Educational Events Increase Attendance to Educational Events Through Successful MarketingThrough Successful Marketing
Elsa E. Velasco Society of Exploration Geophysicists
July, 2013
A Story with Homework
Goal: To Understand Who, How and When
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Marketing Activities Aligned With Strategy,
Works
“Value Drives Attendee Attendance”
Session Objectives
• How Do We Get More People to Attend Our Educational Session?
• Use a Stagegate®– Like Process to Establish Critical Marketing & Communication Components• Identify, Confirm, Develop & Execute
• Align Strategies, Tactics & Tools (Online & Offline) with Stagegate® Process
• *The Importance of Reading Disclaimers
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How Do I Get More People?
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Identify Concept Statement / Value
Confirm Market / Value and Product
Develop Ideal Audience Picture
Execute Tactics Timing and Logistics
1st I Exer
First Stage: Identify the Offering
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Event / Offering Logistics
Name of Event
Date
Time
Location
Must Haves
Existing Beta
Product
Known Partially Known
Audience
Known Partially Known
Access
2nd graph
Second Stage: Confirm
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Second Stage: Confirm (cont’d)
• Product• Strategy
• Define Value-Benefit (clear and sustainable)
• Tactics*• Competitive Benchmarking• Price Testing• Gap Analysis• Dig until you find the emotional
selling • Worksheet ESP
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* assuming at least a partially known audience
ESP wkstProd.Val?Qual
Product Value Analysis
• Features & Benefits• Cost• Emotion• Functionality• Informational /
Digital or Physical
Product Characteristics
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Market Value Analysis (Still Second Stage)
• Competitive• Virtual or Physical• Exchange – Goods
& Services• Supply / Demand
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Market Characteristics
Strat/Tact
Second Stage: Confirm (cont’d)
• Market• Strategy
• Is there a Market?• Is There Money Being Spent on This?• Is there 3rd Party Validation?
• Tactics• Google• Amazon• Bing• Research White Papers, Industry Trends, Trade News
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Is There A Market?
• Is there a significant volume of interest?
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Tools
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Is there a Market for This Product?
Online Tool
Online Tools
• Tool #1: Google Keyword Planner• Provides keyword search density per unit time• “Lots of searches, lots of interest” Half of the “is
there a market” question answered• Tool #2: Google CPC - Cost Per Click• Tool #3: Google Trends
• Offers long terms historical and future market trends based on keyword search volume
• Third party validation
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Google Keyword Planner
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Regional Analysis
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Offline Tools
• One on One• Journals• Interviewing Ad Agencies• Tuition Money• Trade Show• Websites, Associated Traffic• Media• Local Chamber• Survey
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• Provides $$ / click• Online
• Keyword Planner CPC• Offline tools
• paid programs (tuition) • Trade shows• Publications • Advertising Agencies
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Is There Money Being Spent in This Space?
Keyw Pla CPC
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Google Keyword Planner (CPC)
3rd par val
Does this have Third Party Validation?
• Savvy Customer- information overload
• Third Party Validation• Google search, white papers• Communities• Industry• Organizations / Associations
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Is it Long Term?
• Fad v. Trend• Google Trends• Sustainable?• This is a
snapshot. Tons of others.
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CNG Trends & Forecast
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Stage 3: Develop• Audience
• Who do I want to attract? • How does my target audience communicate?• Media of preference?• Match Channels of Communication -Target Market• Characteristics of target market
• unique• interesting• distinctive• intriguing• engaging• provocative• stimulating• helpful
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Develop Audience
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Develop- When & How to Communicate
• When to communicate• Time of event and when to deploy contacts• Tool: autoresponder
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Timing Tools• Autoresponder E-Mail Campaign Series
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Social Campaigns
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Promotion Schedule
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Execution
• Why YOU Need to Come!
• CAST THE VISION• Where Marketing
Transitions to Increased Attendance
• Value Proposition is Created Here
• Message is Distributed
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Now You Know….
• How We Can Get More People to Attend Our Educational Session
• Use a Stagegate® –Like Process to Establish Critical Marketing & Communication Components
• Identify, Confirm, Develop & Execute
• Align Strategies, Tactics & Tools (Online & Offline) with Stagegate® Process
• And just in case,
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The Importance of Reading Disclaimers
This product is meant for educational purposes only. Any resemblance to real persons, living or dead is purely coincidental. Void where prohibited. Some assembly required. Images belong to incredibly smart people, smarter than me. List each check separately by bank number. Batteries not included. Contents may settle during shipment. Use only as directed. No other warranty expressed or implied. Beware of Dog. Cat is not trustworthy either. Do not use while operating a motor vehicle or heavy equipment. Postage will be paid by addressee. Subject to approval. This is not an offer to sell securities. Apply only to affected area. May be too intense for some viewers. Do not stamp. Use other side for additional listings. For recreational use only. Do not disturb. All models over 18 years of age. This material may or may not be all mine. Shading within a garment may occur. Use only in well-ventilated area. Keep away from fire or flame. Replace with same type. Approved for veterans. Booths for two or more. Check here if tax deductible. Some equipment shown is optional. Price does not include taxes. No Canadian coins. Not recommended for children. If condition persists, consult your physician. No user-serviceable parts inside. Freshest if eaten before date on carton. Subject to change without notice. Times approximate. Simulated picture. No postage necessary if mailed in the United States. Breaking seal constitutes acceptance of agreement. For off-road use only. As seen on TV. One size fits all. Many suitcases look alike. Contains a substantial amount of non-tobacco ingredients. Colors may, in time, fade. We have sent the forms which seem to be right for you. Slippery when wet. For office use only. Not affiliated with the American Red Cross. Drop in any mailbox. Edited for television. Keep cool; process promptly. Post office will not deliver without postage. List was current at time of printing. Return to sender, no forwarding order on file, unable to forward. Not responsible for direct, indirect, incidental or consequential damages resulting from any defect, error or failure to perform. At participating locations only. Not Justin Bieber. Penalty for private use. See label for sequence. Substantial penalty for early withdrawal. Do not write below this line. Falling rock. Lost ticket pays maximum rate. Your cancelled check is your receipt. Add toner. Place stamp here. Avoid contact with skin. Sanitized for your protection. Be sure each item is properly endorsed. Sign here without admitting guilt. Slightly higher west of the Mississippi. Employees and their families are not eligible. ontestants have been briefed on some questions before the show. Limited time offer, call now to insure prompt delivery. You must be present to win. No passes accepted for this engagement. No purchase necessary. Processed at location stamped in code at top of carton. Prerecorded for this time zone. Reproduction strictly prohibited. No solicitors. No alcohol, dogs, or horses. Restaurant package, not for resale. List at least two alternate dates. First pull up, then pull down. Call toll free before digging. Driver does not carry cash. Some of the trademarks mentioned in this product appear for identification purposes only. Record additional transactions on back of previous stub. Decision of judges is final. This supersedes all previous notices.
Now Go Get ‘em!
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[email protected] / LinkedIn (Elsa Velasco)Many other cool sites upon request