Re-invigorating Events: Creating Hype and Delivering the Goods

33
Re-invigorating Events: Creating Hype and Delivering the Goods

Transcript of Re-invigorating Events: Creating Hype and Delivering the Goods

Re-invigorating Events:

Creating Hype and Delivering the Goods

“bums in seats”

non-profit event success can be a tough nut to

crack

non-profit event success can be a tough nut to

crack

•events can be expensive

•little guarantee attendance will be what’s needed

•competition is tough

rising event costs

•travel is not cheap!

•managing multiple registration packages often means farming out registrations

•administrative costs also place burdens on staff

“if you build it, will they come?”

•what’s so special about your event?

• competition is tough, there are many events to choose from

working through the noise

• commitments on the time of supporters always interfere

• 500,000 new NPOs in the US over the last 4 years

making certain

prospects understandit takes up to 7 times

before prospects understand & internalize a

message!

building the hype

the 4 “w’s” of public relations

picking the theme makes all the difference:

who is the event for?why is it relevant?where is the event taking place?what is it impacting?

what will motivate them to come?

• 1st step: choosing a winning theme

•what’s the real motivation?

• is an event really needed?

help attendees with their networking

objective

• attendees need to know who will be attending

• facilitate connections

what’s the connection with

your cause?•making the right

choices from the beginning makes the difference:

• communicate in terms prospects understand

events need to be a

social affairapproaching events from

the attendees perspective:

what’s “in it” for them?

keeping it together

strategies to keep track and build the

hype• social media strategies:

• badges/ event creation on Facebook

• Twitter announcements

• targeted media relations

• targeted email list development

• phone trees & engagement of volunteers

How can social media build hype and create a more valuable experience for networking event attendees?

• Pre-event:

• Organize “birds of a feather” luncheons or dinners

• Post questions to session leaders to better prepare for the topics you’re interested in

• At the event:

• Discuss the day’s important discoveries and special moments during breaks or after hours

• Create more interactive events and sessions to share with your community group members

Traditional public relations can also build hype & awareness...

•Media relations

• Press releases and article writing build awareness beyond typical audiences

• Add prospects not otherwise considered

•Email Lists/ Phone Trees

• The bread & butter, lists and follow up ensure “bums in seats”

The Case for Media Relations & Event Success: Chicago Baby Faire

• Goal was to increase event attendance from prospective parents and young families by 10 percent

• Implemented aggressive media relations program aimed at television, daily and weekly newspapers and monthly magazines with distributed calendar announcements, news releases, media alerts, photos of new products

• Result: Increased attendance 15 percent over the previous year, exceeded set goal.

How email lists and phone trees can increase event attendance: Canadian Hydropower Association

• Annual Forum witnessed year after year declining attendance

• Email and traditional mailing lists were gathered with scheduled and regular reminders sent

• Letters were specific to each audience

• Reminders were also accompanied with phoned reminders

• Result: Doubled attendance from over the previous year

+

how do we track all this stuff?

keeping track of attendees &

logistics• attendees want to know the “who’s who” of who is coming

• do you their have permission to divulge their information?

• how do they want to be contacted/ updated?

value of online registration

• allows people to immediately confirm registration and payment

• makes it easy to share

• include sharing call-to-action

• select a system that also supports offline registration

kissing enough “frogs” to meet the

princeChambers of Commerce worldwide offer the best example with speed networking

• approached from the prospect of “what’s in it for the members?”

• posted well in advance of the event

• payment online is required in advance to ensure attendance & track/ publicize attendees

• structured environment

Canadian Hydropower Association’s annual forum

• picking the right theme & testing it with the members

• gathering the right speakers & engaging members

• list marketing & management

• follow up, follow up, FOLLOW UP!

• provide and market opportunities for attendees to network

increasing attendance involved:

events need to be a

social affair

most people dread typical “networking” events

social networks facilitate the process• associations, non-profits,

and charities offer specialized communities

• focused discussions

• controlled discussions

• discussion in advance of events

ASAE ’09 Annual General Meeting Hub

•case study• provided a central place

for people to communicate before, during and after the event

• integrated official schedule with informal feedback

• incorporated Twitter conversation

• provided mobile access

prior to the event:•managing

registrations and RSVPs

• updating prospects on who’s attending

• reminders

• checklists for staff, volunteers and the team

after the event:

• satisfaction surveys:

•what could we do better?

• testimonial gathering

in summary

•event success can be a tough nut to crack:

•“bums in seats”

•administrative & registration challenges

•competing through the noise requires public relations strategies that answers the 4 “w’s”

•what’s in it for me?

•Membership management software• Focused on small associations & nonprofits• A cost effective solution for managing your:

• Members• Website• Events• Fundraising

• Try it for FREE at wildapricot.com

•Nonprofit technology blog• blog.wildapricot.com

•Association Jam social news sharing site• associationjam.org

• Facebook • facebook.com/wildapricot• “Name the Apricot” contest on now!

Who is ?

MemberManagemen

tMagic

Questions? Please contact Jay at [email protected] or 416-410-4059 x. 302

Who is Action Strategies?

• Upcoming webinar -• Yes, Non-Profits CAN Build an Energized

Fan Base with Social Media: • November 24, 2009

socialmediafornonprofits.eventbrite.com

• Our book: “Online PR and Social Media for Non-Profits and Associations” www.OnlinePRSocialMedia.com/associations

• LinkedIn group: http://tinyurl.com/nonprofitideas

• One-on-one training and services in:• Social Media• Communications plans• Media relations• Revenue generation & membership

recruitment/ retention• Stakeholder engagement• Increasing event attendance

Magnifiers of Public Relations and Government Relations consultancy for non-profits, associations,

and charities

Questions & Answers

We’re here to help!