Powerful Communication Strategies by Tina Altieri #icca11 MONDAY 24/10/11
Best Cities Workshop Marketing #icca11 TUESDAY 25/10/11
21
Event Marketing and Delegate Boosting Best Cities Knowledge Exchange Tues 25 October 2011 Leipzig Convention Centre Roslyn McLeod OAM Managing Director arinex pty limited Australia
description
Presentation on Best Cities Workshop Marketing by Roslyn McLeod. Held during the 50th ICCA Congress. #icca11 TUESDAY 25/10/11
Transcript of Best Cities Workshop Marketing #icca11 TUESDAY 25/10/11
Event Marketing and Delegate Boosting
Best Cities Knowledge ExchangeTues 25 October 2011
Leipzig Convention Centre
Roslyn McLeod OAM
Managing Director
arinex pty limited
Australia
The most important elements of conference management
Marketing
Scientific/business Program
Budget
Marketing one does not work without a well formulated
budget and a timely scientific/business program
Increase in delegate registrations
Increase inClient satisfaction
Increase in abstracts
Increase in quality speakers
More media and increased promotion of industrycritical topics
Increase in sponsorship and exhibition sales
Increase quality of on-site services
Increase in ROI for Sponsors & Exhibitors
Increased profit for OC
Higher quality networking
Increased delegatesatisfaction
Congress Marketing as an integral part of the overall Congress organization
The Role of Marketing?
Ways to implement cost effective marketing practices
• Specific target group(s) • E-marketing • Network and relationships • Organising Committees • Strategic alliances• Extended sales force
Target Group
• Who will the congress attract?• What will attract participants?• What are the specific benefits to your target
group?• What is the congress’ USP? • Who is your competition?• Where will you access participants?• Do the hosts/organising committee have the power
to attract participation?• Where does the subject fit within the public
agenda?
E-marketing Campaigns
E-marketing Campaigns
Email Signatures
Google Analytics
Google AdWords
Event listings on related websites
• Utilising existing networks • Improves effectiveness
and reach of marketing effort
• Encourage participation and support
• Raise international/ national awareness of the congress
Extended Sales Force (ESF) Objectives
• Outline of marketing strategy• Electronic copy of congress logo • Promotional PowerPoint presentation• Congress brochures and postcards • Updates on congress registrations, speakers
and delegate numbers
ESF Promotional Kit
Strategic Alliances
Our alliances• INCON• Best Cities• Your client’s alliances• Networks• Partners
• Website links and endorsement • Database mailing to members • Marketing material at other meetings• Inclusion in their calendar of events• Seek free editorial and advertising in their
journals• Verify their effectiveness
Associations & Affiliates: Leveraging off Contacts
CASE STUDY2011 International Union of Geodesy and Geophysics (IUGG)
CASE STUDYWorld Congress of Internal Medicine 2010Melbourne
Delegate Boosting Strategies:
• Develop an integrated marketing campaign from the beginning – identify objectives, activities, ongoing evaluation methods
• Consider multiple strategies under one banner targeting specific regions and / or disciplines
• Research! Know your target audience and constantly re-evaluate to ensure effectiveness of strategy
• Use e-Marketing and industry networks as cost effective solutions
• Consider an Ambassador Program to create “buzz”, gain greater exposure, and utilise the endorsement of industry leaders
• Market the destination to create excitement, especially from international attendees
Successful Marketing
Top Tips
• Work smarter not harder• Utilise relationships• Be creative• Integrate technology• Team work with your PCO• Always bring everything back to your
target group
