Marketing for Conferences Grace Hopkins arinex pty. limited January 2011

Content Why marketing matters Marketing documents Procedures Marketing vehicles Statistics

Why marketing matters Without marketing you will not maximise delegate attendance It benefits both the client and the PCO to increase delegate attendance Potential delegates need to be convinced of the value and benefit to them that they will derive from attendance – you need to ‘sell’ the conference

Marketing for conferences Process of interesting potential delegates in your conference Communication Conference Target audience Know what the conference offers Research ‘who’ the target audience is Communicate Find the most effective way to communicate with the target audience

Standard documents Standard documents should be created for: Marketing planning Booth promotion eBlasts Marketing contra deals Post conference survey

Marketing Procedures

Procedure: Preparation Introduce marketing to client Marketing assessment Draft marketing strategy Marketing summary 7

Procedure: Execution Research related associations, conferences and publications Add details on event listing websites Investigate opportunities for contra deals Develop conference branding through: Conference logo Professional, attractive, informative website

Procedure: Client update Agenda item for every client meeting eBlast update and EOI Website statistics Marketing summary

Procedure: Post Conference Finalise eBlast summary Post conference questionnaire Post conference questionnaire report

Marketing Vehicles 11

Advertising Advertisements in journals, newsletters and on websites Benefits: Instant reach of a targeted audience Possible Disadvantages: Costs can be high Difficult to monitor response / outcome

eBlasts Benefits: Cost effective Easy way to lead recipients to the conference website via hyperlinks Can be monitored / reported Possible Disadvantages: Recipients do not open the eBlast

Mail Outs to Client Database Benefits: Reaching the exact target audience Possible Disadvantages: Time consuming process   Monitoring reporting High costs

Booth Promotion Benefits: Reach the exact target audience  Enables expansion of database Possible Disadvantages: Costs can be high

Creating Ambassadors Benefits: Lots of colleagues come to the conference because of word of mouth New network opportunities Possible Disadvantages:   The volunteer ambassadors may not be proactive or effective

Website listings on related sites Benefits: Conference details widely spread Low cost Possible Disadvantages: Nil!

Media / PR Benefits: Widespread message Compared to advertisement, can be cost effective way to reach target audience  Possible Disadvantages: Takes time to build momentum / interest Can be ineffective if objectives not clearly determined

Google AdWords Benefits: Uses the world’s largest search engine Cost effective Permits monitoring / reporting Possible Disadvantages: None

Social Media New phenomenon & the coming method of communicating. How do you use social media? SMS

Statistics

Comparing Marketing Strategies National strategy Promotional support from: Associations Conferences Publications Sponsors & Exhibitors Advertisement Event listing eBlasts Booth promotion Assessment of website stats Support for OC Regional strategy Promotional support from: Associations Conferences Publications Sponsors & Exhibitors Advertisement Event listing eBlasts Booth promotion Assessment of website stats Support for OC Ambassador program International strategy Promotional support from: Associations Conferences Publications Sponsors & Exhibitors Advertisement Event listing eBlasts Booth promotion Assessment of website stats Support for OC Ambassador program Rental/ ARX lists

Comparing Budget Line Items Bulk brochure Depends on size of expected delegates Mailing lists $500 $1000 $2000 Telemarketing $1000 per 15 additional contacts; $500 for additional research PR consultancy Quote as requested Marketing Advertising $3000 Promotion – travel and accommodation $1500 $4500

Comparing Budget Line Items Promotion – giveaways, booth $3000 $7500 $10000 Lobbying Quote as requested Photography Awards eBlasts $3780 $4220 $5400 Ambassador program $5000

Thank you for your time and attention Any questions? Thank you for your time and attention