Increase Attendance to Your Events
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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 to Your Events
- 1. Increase Attendance ( get different name) Increase Attendance to Educational Events through Successful Marketing July 17, 2013 Elsa Velasco Society of Exploration Geophysicists Follow us on Twitter! #CESSE2013 Increase Attendance to Educational EventsIncrease Attendance to Educational Events Through Successful MarketingThrough Successful Marketing Elsa E. Velasco Society of Exploration Geophysicists July, 2013
- 2. A Story with Homework Goal: To Understand Who, How and When Follow us on Twitter! #CESSE2013 Marketing Activities Aligned With Strategy, Works “Value Drives Attendee Attendance”
- 3. 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 Follow us on Twitter! #CESSE2013
- 4. How Do I Get More People? Follow us on Twitter! #CESSE2013 Identify Concept Statement / Value Confirm Market / Value and Product Develop Ideal Audience Picture Execute Tactics Timing and Logistics 1st I Exer
- 5. First Stage: Identify the Offering Follow us on Twitter! #CESSE2013 Event / Offering Logistics Name of Event Date Time Location Must Haves Existing Beta Product Known Partially Known Audience Known Partially Known Access 2nd graph
- 6. Second Stage: Confirm Follow us on Twitter! #CESSE2013
- 7. 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 Follow us on Twitter! #CESSE2013 * assuming at least a partially known audience ESP wkstProd.Val?Qual
- 8. Product Value Analysis • Features & Benefits • Cost • Emotion • Functionality • Informational / Digital or Physical Product Characteristics Follow us on Twitter! #CESSE2013Mkt Val /Charact
- 9. Market Value Analysis (Still Second Stage) • Competitive • Virtual or Physical • Exchange – Goods & Services • Supply / Demand Follow us on Twitter! #CESSE2013 Market Characteristics Strat/Tact
- 10. 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 Follow us on Twitter! #CESSE2013Market?
- 11. Is There A Market? • Is there a significant volume of interest? Follow us on Twitter! #CESSE2013Tools
- 12. Tools Follow us on Twitter! #CESSE2013 Is there a Market for This Product? Online Tool
- 13. 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 Follow us on Twitter! #CESSE2013Keyw Plan
- 14. Google Keyword Planner Follow us on Twitter! #CESSE2013Region An
- 15. Regional Analysis Follow us on Twitter! #CESSE2013Offl Tool
- 16. Offline Tools • One on One • Journals • Interviewing Ad Agencies • Tuition Money • Trade Show • Websites, Associated Traffic • Media • Local Chamber • Survey Follow us on Twitter! #CESSE2013Money
- 17. • Provides $$ / click • Online • Keyword Planner CPC • Offline tools • paid programs (tuition) • Trade shows • Publications • Advertising Agencies Follow us on Twitter! #CESSE2013 Is There Money Being Spent in This Space? Keyw Pla CPC
- 18. Follow us on Twitter! #CESSE2013 Google Keyword Planner (CPC) 3rd par val
- 19. Does this have Third Party Validation? • Savvy Customer- information overload • Third Party Validation • Google search, white papers • Communities • Industry • Organizations / Associations Follow us on Twitter! #CESSE2013
- 20. Is it Long Term? • Fad v. Trend • Google Trends • Sustainable? • This is a snapshot. Tons of others. Follow us on Twitter! #CESSE2013Tren forecst
- 21. CNG Trends & Forecast Follow us on Twitter! #CESSE2013St 3 Dev
- 22. 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 Follow us on Twitter! #CESSE2013Aud Psy/Demo
- 23. Develop Audience Follow us on Twitter! #CESSE2013WrkstWhen comm
- 24. Develop- When & How to Communicate • When to communicate • Time of event and when to deploy contacts • Tool: autoresponder Follow us on Twitter! #CESSE2013Time tool
- 25. Timing Tools • Autoresponder E-Mail Campaign Series Follow us on Twitter! #CESSE2013Soc Camp
- 26. Social Campaigns Follow us on Twitter! #CESSE2013Promo
- 27. Promotion Schedule Follow us on Twitter! #CESSE2013Exec
- 28. Execution • Why YOU Need to Come! • CAST THE VISION • Where Marketing Transitions to Increased Attendance • Value Proposition is Created Here • Message is Distributed Follow us on Twitter! #CESSE2013Now You
- 29. 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, Follow us on Twitter! #CESSE2013Disc
- 30. 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! Follow us on Twitter! #CESSE2013
- 31. Follow us on Twitter! #CESSE2013 evelasco@seg.org Facebook / LinkedIn (Elsa Velasco) Many other cool sites upon request
Notas do Editor
- Not conference self promotion- marketing w/ purpose. Engage with attendee and show how this is about him/her You want t have as many attendees as possible. Sometimes, sometimes you just want a very exclusive event to give a sense of exclusive membership only and heighten the perceived value. The more peope you have at your meeting, the more exposure your sponsors receive, the more value attendees derive from networking and the more your revenu generationA savvy customer is a powerful customer Marketing activities aligned with strategies really works
- Stagegate what is it and why am I using it?Does value drive Attendance? Value as….
- Concept One sentences explaining how your program/product meets an existing or emerging unmet need What are you selling? Fcats. Figures and EMOTION Emotion/ExperienceSelling Emotion/ Experience- benefit obtained as a result of your product Audience: To connect with the right emotion, what are teh emotions that drive them? 9 out of 10 you already know your audience (geophysicists) Unknown audience? Targeting Psycographics
- The only way to increase attendance is by understanding value and relaying this value to teh customer
- How is a market determined? Just by interest? No, interest plus money being spent Verified by BBB UL on electrical cable
- Provides $$ / click that people who are searching this keyword term are willing to pay to advertise their product / program The more $$ / click, the more $$ being spent in this space (ie. advertisers DO NOT spend money where there is not return) Online- Keyword Planner CPC (you find out what the unmet need through Keyword search Offline tools: paid programs (tuition) offering your product? Are there trade shows , tarde journals, publications around this? (PR, Advertising Agencies ask them)
- this?Online and Offline Survey, one on one, phone, Keyword Planner/Google Trends/ Online and Offline Snapshot of Keyword Planner Tools to find out (mention online /offline options. These two marketing channels have their own tools to determine the market place
- Who do I want to attract? and How does He / She How does communicate How does my target audience communicate? Media of preference?Characteristics of target market Optimum Channels of Communication per Target Market unique interesting distinctive intriguing engaging provocative stimulating helpful Offline: Invitations, one on One, Champions connecting with peers, mail, radio, events Online: Homepage- social Media Tool: Demographics and Psycographics So we can tailor our marketing efforts to what is congruent with the target audience and their prefered ways of communicating Exercise? Give them an event and ask them to fill out the demographics/ psycographics for it
- Identify mkt- now psycho/ demo Who & How Identify hierarchy member A, B, C. Using the Pareto Principle, or the 80/20 rule, you generally receive 80% of your revenue from 20% of your member/customer base. Not all members/customers are equal and it’s important to acknowledge that they are different. Like most organizations, you have more than one ‘type’ of member/customer and you can separate them into different groups. Demographics, Psycographics & Traffic pattern to understand you audience better Consider using demographic and psycho-graphic variables to further differentiate your members/customers groups. Demographic variables are easier to define and obtainable from market research sources. They include size of company, number of years in business, industry, age, gender, etc. Psycho-graphic variables are about values, buying preferences and patterns, but are much harder to define. Samples of both types of variables are listed below and you may think of others that are important to you and not listed. Sample demographics/ psychographics Member A, Member B, Member C
- One of the most common mistakes businesses make when planning a marketing seminar is in the scheduling. Consider your guests and any events which may interfere with their attendance. Holidays are obviously a barrier to getting a good turn out for your event, but so are major sporting events, community functions and regional celebrations. Often business owners will schedule their seminars on the weekends, forgetting to consider that their guests will have family activities planned that make take precedence over a marketing meeting. When scheduling your next seminar, consider the availability of your guests, and plan for their needs not your convenience. Timing Your Invitations and Announcements Whether you send a formal letter or an e-mail, the timing of your seminar announcement is critical. The natural inclination is to notify guests as early as possible about an upcoming seminar so they can mark their calendars and plan accordingly. Often, businesses will send out invitations up to three months ahead of the event, hoping to ensure the maximum attendance. But seminars aren’t like weekend long trade shows, and your guests do not need that much lead time to prepare. A short seminar can get lost in the shuffle as clients become absorbed with other business. Cut the lead time, and send out your announcements three or four weeks in advance.
- One of the most common mistakes businesses make when planning a marketing seminar is in the scheduling. Consider your guests and any events which may interfere with their attendance. Holidays are obviously a barrier to getting a good turn out for your event, but so are major sporting events, community functions and regional celebrations. Often business owners will schedule their seminars on the weekends, forgetting to consider that their guests will have family activities planned that make take precedence over a marketing meeting. When scheduling your next seminar, consider the availability of your guests, and plan for their needs not your convenience. Timing Your Invitations and Announcements Whether you send a formal letter or an e-mail, the timing of your seminar announcement is critical. The natural inclination is to notify guests as early as possible about an upcoming seminar so they can mark their calendars and plan accordingly. Often, businesses will send out invitations up to three months ahead of the event, hoping to ensure the maximum attendance. But seminars aren’t like weekend long trade shows, and your guests do not need that much lead time to prepare. A short seminar can get lost in the shuffle as clients become absorbed with other business. Cut the lead time, and send out your announcements three or four weeks in advance.
- One of the most common mistakes businesses make when planning a marketing seminar is in the scheduling. Consider your guests and any events which may interfere with their attendance. Holidays are obviously a barrier to getting a good turn out for your event, but so are major sporting events, community functions and regional celebrations. Often business owners will schedule their seminars on the weekends, forgetting to consider that their guests will have family activities planned that make take precedence over a marketing meeting. When scheduling your next seminar, consider the availability of your guests, and plan for their needs not your convenience. Timing Your Invitations and Announcements Whether you send a formal letter or an e-mail, the timing of your seminar announcement is critical. The natural inclination is to notify guests as early as possible about an upcoming seminar so they can mark their calendars and plan accordingly. Often, businesses will send out invitations up to three months ahead of the event, hoping to ensure the maximum attendance. But seminars aren’t like weekend long trade shows, and your guests do not need that much lead time to prepare. A short seminar can get lost in the shuffle as clients become absorbed with other business. Cut the lead time, and send out your announcements three or four weeks in advance.
- One of the most common mistakes businesses make when planning a marketing seminar is in the scheduling. Consider your guests and any events which may interfere with their attendance. Holidays are obviously a barrier to getting a good turn out for your event, but so are major sporting events, community functions and regional celebrations. Often business owners will schedule their seminars on the weekends, forgetting to consider that their guests will have family activities planned that make take precedence over a marketing meeting. When scheduling your next seminar, consider the availability of your guests, and plan for their needs not your convenience. Timing Your Invitations and Announcements Whether you send a formal letter or an e-mail, the timing of your seminar announcement is critical. The natural inclination is to notify guests as early as possible about an upcoming seminar so they can mark their calendars and plan accordingly. Often, businesses will send out invitations up to three months ahead of the event, hoping to ensure the maximum attendance. But seminars aren’t like weekend long trade shows, and your guests do not need that much lead time to prepare. A short seminar can get lost in the shuffle as clients become absorbed with other business. Cut the lead time, and send out your announcements three or four weeks in advance.
- What is the problem that the proghram is tryng to solve? Is what you are presenting fillilng that unmet need? Who needs what and why EXERCISE: develop a concept statemnet one sentence how your idea meets an exiusting or emerging unmet need