Post on 13-Jan-2015
description
Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs
Please think about…• How to create a show that meets the needs of
YOUR buyers and sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
How to…identify a great topic for a confex
• MMT: a crazy idea about using mobile phones to provide financial services to poor people in Sun-Saharan Africa
• Read• Blog, chat and tweet• …but above all LISTEN!
…then VALIDATE!
How to… create a show that meets the needs of BUYERS and SELLERS
• A new event for a new market• Identify & profile NEEDS of buyers & sellers
– SELLERS: Entrepreneurial technology developers, mostly still venture capital backed
– BUYERS: New functions at MNOs, banks & MFIs
How to… create a truly unique experience at YOUR event
• Practical: the “hands-dirty” event• Interactive: small groups, shootouts• Independent: open, product agnostic• Whole ecosystem: all the key stakeholders
How to… create a community,not just a confex
• Being really obsessive about DATA!• The LinkedIn MMT Group (2,300 members)
– The Community Development Officer Project• e-Newsletter (4,000 subscribers)• “Community generation in Internet years”
…7 year’s work …in 1 year
Here’s one I made earlier
LinkedIn – a ready made community
Here’s one I made earlier
2,309 current & potential customers
Here’s one I made earlier
A thriving discussion board
Interviews with key speakers
ValuableResearch– checkout hotnews!
How to market your events through social media networks
• Drive discussions and news – make your group worth checking every day
• Aggregate news in a branded e-bulletin• Create a news archive for SEO• Sell your events to your group!!!• Capture data – email and call them• Pass new vendor members to exhibit sales
…welcome to the era of pull marketing!
How to…globalise a successful confex brand
• Consistency of BRAND• Consistency of EXPERIENCE• Define and REVALIDATE the opportunity and
the tailor content for every local market
How to… beat the competition• First mover advantage• Unique Selling Points
– BENEFITS that address your customers NEEDS• Ubiquity; SEO, social media networks• Under promise, over deliver
Clarion Conferences, not necessarily the biggest conference company in the world…
• From zero to £20m in two years• Acquisitions and organic growth• Supported by the entrepreneurial team of
Clarion Events and VSS• Great people, great content, great events…
…great fun!
kieron.osmotherly@clarionevents.com
…just the best!
Now it’s YOUR turn• How to create a show that meets the needs of
YOUR buyers & sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs
kieron.osmotherly@clarionevents.com