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Wild Apricot Expert Webinar
Build. Connect. Grow. Membership & more.
Wild Apricot Expert Webinar
Presented by
Summit Webinar 3
How to Turn Your Events into a Growth
Engine for your Organization
Jeff Hurt
Velvet Chainsaw Consulting
Wild Apricot Expert Webinar
Donald Cowper
Story Apricot
Content Manager
Your Wild Apricot Hosts
Rano Ghosh
Invictus Apricot
Customer Success Coach
Wild Apricot Expert Webinar
We will email you a link to a recording of this
webinar.
See more webinars: www.wildapricot.com/academy
Wild Apricot Expert Webinar
Wild Apricot Expert Webinar
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Wild Apricot Expert Webinar
Your Presenter
Jeff Hurt
Velvet Chainsaw Consulting
Photo by Johnny Vulkan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26614375@N00 Created with Haiku Deck
10
Strategies For Attracting &
Growing The Right Audience
Photo by Matt. Create. - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/76583692@N00 Created with Haiku Deck
13
Presenter-Attendee Agreement
Law of the Click
15
16
Vibrate please
17
Social Sharing
welcome
Tweet Unto Others As You
Would Have Them Tweet
Unto You.
18
@JeffHurt
Tweet
Something
Good Before
You Tweet
Something
Bad
19
20
Seek first to
understand
21
Safe
space
to
agree,
disagree,
ponder,
& question
About Me
• Coal Miner’s Grandson
• West Virginia Hillbilly
• Nonprofit Junkie
• Environmental Advocate
• Meeting & Event Professional
• Education Evangelist
22
23
Executive Vice President
Education & Engagement
24
About You
25
26
What is your favorite dessert?
27
28
29
Which of these LOs
important to you?
31
Your Turn
32
• Gain strategies to identify & maintain
market share of economic buyers &
decision makers
• Explore how audience segmentation
is critical to conference success
• Compare acquisition costs of new
attendees vs costs of loyal attendees
Growth Growth
Increase & Sustainability
37
It Happens
38
Plateaus
Declining
39
Plateaus
What do you currently do with
your events to create growth?
41
Your Turn
42
Never learned
how to acquire
new customers
43
More than new
customers –
the RIGHT
customers
44
Depending upon
easy sale & past
marketing
methods.
• Which groups do you provide
programming for at your
conference?
Small Group Discussion
45
Shotgun
Approach
All
things
to all
people
Big box department store
discounted quantity for masses
Who decides content/speakers
for those groups?
49
Your Turn
Content defined by committees
Laser approach
Highly amplified
Coherent focused beam
• What is the primary objective
of most conferences?
Small Group Discussion
52
Revenue - profits
Revenue - profits
Monetize over a long time period
55
Product Centricity
56
Product Centricity
More product you sell, cheaper it
becomes to produce, sell more &
make more money
57
Most Conferences Have Product
Centricity Mentality
The more content offered for all
stakeholders more likely people will
register
58
Product Centricity – Shampoo Model
59
Create a conference.
Market the conference.
Sell the conference.
Repeat.
Product Centricity
60
Tweak conference slightly
Product Centricity
61
Cracks in Product Centricity
Attendees:
1. Demanding better experience.
62
Cracks in Product Centricity
Attendees:
2. Expect better ROI.
1. Demanding better experience.
63
Cracks in Product Centricity
Attendees:
2. Expect better ROI.
3. Like free agents, loyalty is fickle.
1. Demanding better experience.
64
Product Centricity Vulnerable
vulnerable than in past.
Way you’re planning conferences more
65
In The Past - Stacked Deck
Expertise in industry.
66
In The Past - Stacked Deck
Expertise in industry.
Info delivery models that secured market
share.
67
In The Past - Stacked Deck
Expertise in industry.
Few competitors
Info delivery models that secured market
share.
68
Perfect Storm
69
Perfect Storm
1. Easy access to experts today.
70
Perfect Storm
1. Easy access to experts today.
2. Info widely available online.
71
Perfect Storm
1. Easy access to experts today.
3. Increased competitors.
2. Info widely available online.
72
Not all registrants created equally
73
Customer Centricity
What does customer centricity
mean to you and your events?
74
Your Turn
75
Customer Centricity
strategic advantage.
Focusing on the right customer for
76
Customer Centricity
Not a philosophy
77
Customer Centricity
Not a philosophy
Not customer service
78
Customer Centricity
Not a philosophy
Not customer service
Not being nice to customers
79
Customer Centricity
Cannot be fostered via mission/guide
80
Customer Centricity
Cannot be fostered via mission/guide
Strategy: align topics with needs,
solutions for most valuable customers
81
Customer Centricity
Aim: more profits for the long term
82
Is customer always right?
83
Is customer always right?
Right customer always right!
84
Two Types Of Conf Customers
85
Two Types Of Conf Customers
1. Good customers
2. Everyone else
86
Your Org Better Served If
87
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
88
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customers hold key for long term
profitability.
89
Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customers hold key for long term
profitability.
3. Right customers give strategic
advantage over competition.
How would you identify the right
customer for your conference planning?
90
Your Turn
Economic Buyers
Decision-Makers
Economic Buyers
Decision-Makers
Market to grow
Economic Buyers
• Are these companies customer centric?
Nordstrom
Starbucks
Walmart
94
Your Turn
95
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.
96
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.
97
Identifying Right Customers
Requires data collection
98
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
99
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
100
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
Investing in tech & staff to collect, sort
101
Product Centric Conferences
Develop and sell education sessions
they think their customers want.
102
Flip The Conference Model
103
Flip The Conference Model
Customer Centric Conferences develop
& sell education sessions they KNOW
their customers want.
104
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
105
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation
106
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation
Requires audience segmentation
107
Customer Acquisition
Sales & marketing processes used
108
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits
109
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits
Web, print, postage, pr, social media
110
Costs 6-7 X more than loyal customers
New Customer Acquisition
111
Revenue: $1,116,338
Attendees: 1,600
Conference Example
112
Revenue: $1,116,338
Attendees: 1,600
Conference Example
113
Conference Example
Revenue: $1,116,338
Marketing: $342,000
Speakers: $70,000
Attendees: 1,600
114
Conference Example
Revenue: $1,116,338
Marketing: $342,000
Speakers: $70,000
Attendees: 1,600
Marketing is $214 per attendee
Experience is $44 per attendee
115
Acquisition Cost Of New
Customer Vs Loyal Ones
116
Most orgs do not measure LTV
LTV: Life Time Value Of A Customer
117
Mailbox members/customers
Most orgs do not measure LTV
118
Total number of events attended 3 yrs
Add the amount of revenue
Compare customers
Most orgs do not measure LTV
LTV: Life Time Value
119
Unbalanced Conference Model
120
Balanced Conference Model
For Conference Growth?
Who Is Your Ideal Target Market
Your Turn
122
123
124
Thank You
• dmourati
• loungeri
• Leo Reynolds
• Vizzzual.com
• Eiser Bahner
• Kehm
• Kevin Rouhte
• Gin_able
• Abbyladybug
• vermininc
• Johnny Vulcan
• neys
• coofdy
• clagnut
• sanctu
• Jeremy Brooks
• minipixel
• stevendpalo
Images by:
jhurt@velvetchainsaw.com
velvetchainsaw.com
@JeffHurt
Wild Apricot Facebook
Group
facebook.com/groups/WildApricotTribe
Wild Apricot Academy
wildapricot.com/academy
#1 Membership Management Software
Provider
www.wildapricot.com
Wild Apricot Expert Webinar
Presented by
Summit Webinar 3
How to Turn Your Events into a Growth
Engine for your Organization
Jeff Hurt
Velvet Chainsaw Consulting
THE
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