2012 TSAE Education Day & Trade Show - Session 1 - Events Track - Drive for Success: Getting...
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Drive For Success: Getting Attendance at Your Next Meeting Presented by Linda Chreno, CAE, IOM @lindachreno #EdDay25 October 17, 2012
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Great content has been planned; outstanding speakers have been lined up; a wonderful location has been selected. Sounds like a successful conference – yes, but only if you have attendees! A critical part of any conference is the marketing or promotion of the conference. Conference marketing cannot be done the same way year after year – new and innovative methods need to be tried. To reach potential attendance, a clear message, memorable images, and a reason to attend must be provided. Presentation Key Takeaways Create the appropriate blend of new and legacy marketing initiatives every year Identify new marketing methods to drive conference attendance Understand why marketing pieces must include memorable images, a clear message, and a reason to attend Speaker Bio Linda Chreno is an expert at helping associations identify and recognize their “pain points,” especially when it comes to member identification, acquisition, engagement, and retention ─ and then offering proven solutions to remedy their unique challenges. She assists associations in discovering sources of non-dues revenue and encourages the use of market research to evaluate what is really happening within the association, among its members and its potential members. An experienced association staff executive, Linda has served as Executive Director for the Florida Section ASCE, the Florida Economic Development Council, the Florida Society of Association Executives, Florida YPO, and the National Association of Neonatal Nurses, as well as other membership and marketing association positions. She is a frequent speaker on membership, SEO, social media, website evaluation, and board leadership for local and national organizations. Linda is an active ASAE volunteer including terms on the Marketing Council, the CRP Council, the Executive Management Section Council, and the Small Staff Committee. As an active member of Rotary, AAUW, ABWA, ASTD, SHRM, CalSAE, and various other civic and professional organizations, Linda has an excellent grasp of all facets of association management. Linda earned her B.S. in Business Administration from Indiana State University – School of Business, her Certified Association Executive (CAE) designation from ASAE, and her IOM from the U.S. Chamber of Commerce.
Transcript of 2012 TSAE Education Day & Trade Show - Session 1 - Events Track - Drive for Success: Getting...
Drive For Success: Getting Attendance
at Your Next Meeting
Presented by Linda Chreno, CAE, IOM @lindachreno
#EdDay25October 17, 2012
Linda S. Chreno, CAE, IOM @lindachreno
Presentation TakeawaysCreate the appropriate blend of new and
legacy marketing initiatives every year
Identify new marketing methods to drive conference attendance
Understand why marketing pieces must include memorable images, a clear message, and a reason to attend
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Conference Marketing
• Outstanding Speakers
• Wonderful Location
• Attendees????
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Marketing 101: The 4 P’s
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Communication Model: AIDA
10/15/12
Attention Interest Desire ACTION
#EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
A – I – D – AAttention: you only have a few seconds – Grab
Their Attention!
Interest: show the need (reason) your member has for your association
Desire: show how your association can solve their problem
Action: Ask for immediate action – tell them exactly what you want them to do and provide enough information for them to take the next step. Make the action as easy as possible!
10/15/12 #EdDay25
I was thinking a lot about what makes people really want/crave/anticipate live events. Yes, it’s the networking and the opportunity for education, the oft-cited reasons given by event organizers. But, I felt there was more to it than that. After all, we can network and get information online.
Michelle Bruno: Posted on forkintheroadblog.com: The Attendee Hierarchy of Needs: A Framework for Making Better Event Planning Decisions
#EdDay25Linda S. Chreno, CAE, IOM @lindachreno
Need to establish YOUR conference in
the mind of potential attendees
Unrealized Awareness Accessible Awareness
Conference Awareness Mutual Awareness
Share of Mind
Share of Database
Aware
Not Aware
Awareness Strategy
#EdDay25Linda S. Chreno, CAE, IOM @lindachreno
trade show organizers can begin to think about new ways to market their events and build their communities by becoming content curators, viewing their exhibitors as content producers, and positioning the live event as the “product” being offered for sale.
Michelle Bruno commenting on Jeff Hurt’s blog Midcourse Correction’s discussion of leveraging
content marketing; her comments are at forkintheroadblog.com
#EdDay25Linda S. Chreno, CAE, IOM @lindachreno
Linda S. Chreno, CAE, IOM @lindachreno
What’s The Most Important?
The List
The Offer
The Format
The Follow-Up
The Analysis
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
How Have YOU Been Reaching Your Audience?
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
IDEASSpeaker Blogs
Past Attendee Blogs
Testimonials
Direct Mail
Hashtag Discussion
YouTube
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
How About Some Different Ideas?
Viral Marketing – Word-of-Mouth Marketing
Use of Humor or Cuteness
Include the YOU word
Target buyers of products & services
Add tag line to email from staff – but you need to create it for them
Offer Coupons – 10% off purchase of association product
PURLS and QR codes
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
More Ideas: List who is already registered for event by area or name
Ask a speaker to create a 30 second beginning of their presentation and post on YouTube with link from you
Reward those who tweet, Facebook, or LinkedIn your conference
Use a reminder as part of your shopping cart
Post your event on CVB and Chamber pages – ask them to help promote.
Request a letter from the Mayor or Governor
ASK sponsors and exhibitors to include information on their web site and calendar
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Conference Microsite
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
How About A Few More:Staff post meeting on their social media sites –
you never know who they might reach – but make it easy for them by providing the information and hyperlink already created
Board and conference planning committee should promote on their social media sites and websites
Provide chapters with easy to implement promotional material
FAX and mail are still effective promotional tools
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Use a TAG CLOUD on your website
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Want to Create A Cloud?Tagxedo turns words - famous speeches, news
articles, slogans and themes, even your love letters - into a visually stunning word cloud.
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Build Your Social StrategyUse everything.
YouTube, LinkedIn, Facebook, Pinterest, etc
Be a resource
Be genuine
Build community
Peer Promotion
Key Influencers
Posted by Donna on http://www.engage365.org/2012/10/09/event-attendance-promotion-and-social-channels/
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Fiverr.com: Hilarious and Fun!
Create a simple banner ad
Write a customized limerick
Make a tough decision for you
Tweet your message to thousands of followers
Record a voice over in a native British accent
Add music to your video
Create a QR Code
10/15/12 #EdDay25
Laura Fitton, aka @pistachio
tweet it out, encourage others to tweet that they are attending when they register.
provide an official #hashtag to use, and then mention it – repeatedly – on stage, in conference emails, etc.
have large display screens throughout the event facility displaying all tweets that use the official #hashtag. many great apps for this.
explain they can text “join to 40404” to start a Twitter acct – they can even “fast follow” any Twitter acct by texting “follow lindachreno” to 40404
10/15/12Linda S. Chreno, CAE, IOM @lindachreno #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
MOBILE APPS: Are they the solution?
Whom Do You Serve?
What Do Attendees Want In Their Conference App?
The Road to Monetization
Your Mobile App Roll-Out & Marketing Plan
Driving Downloads & Raving Fans
Shifting Eyeballs and Ad Revenues from Print to Digital
Free ebook from CrowdCompass http://www.crowdcompass.com/
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno 10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno 10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
New Real-time Marketing Work Cycle
10/15/12
http://blog.hubspot.com/
#EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Set Achievable Goals for Event
MUST BE MEASURABLE
Increase traffic to your event website by 25% in a 30 day period
Grow event community adoption rates from 70% to 80% over a two year period
Increase the number of session feedback survey completion by 15%
Increase event marketing email open rate by 1% per email
Tara Barnes (@PathableTara) is the Marketing Director for Pathable, Inc10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
BOTTOM LINE:How Do You Convince the Potential
Attendee that they MUST attend your conference?
Show them the Value
Show them the Cost if they don’t attend
10/15/12 #EdDay25
Linda S. Chreno, CAE, IOM @lindachreno
Good Websites or AppsAnimoto: Turn your photos, video clips, and
music into stunning video masterpieces to share with everyone. Fast, free, and shockingly easy!
Signupgenius: FREE online tool for creating and managing group sign up lists and forms. Create public or private sign up sheets to schedule events
Issuu: mission to empower individuals, companies, and institutions to publish their documents across all digital platforms.
10/15/12
QUESTIONS?????What is it you really want to know?
10/15/12Linda S. Chreno, CAE, IOM @lindachreno #EdDay25
Thank you for attending my session!
Linda S. Chreno, CAE, IOM
Follow me on Twitter @lindachreno
#EdDay25Linda S. Chreno, CAE, IOM @lindachreno
