1. Marketing for Conferences
Grace Hopkins
arinex pty. limited
January 2011

2. Content Why marketing matters Marketing documents Procedures
Marketing vehicles
Statistics

3. 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

4. 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

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

6. Marketing Procedures

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

8. 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

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

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

11. Marketing Vehicles 11

12. 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

13. 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

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

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

16. 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

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

18. 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

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

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

21. Statistics

22. 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

23. 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

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

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