UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen
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Transcript of UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen
![Page 1: UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen](https://reader036.fdocuments.in/reader036/viewer/2022070303/54b4e8b44a7959633c8b45db/html5/thumbnails/1.jpg)
Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs
![Page 2: UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen](https://reader036.fdocuments.in/reader036/viewer/2022070303/54b4e8b44a7959633c8b45db/html5/thumbnails/2.jpg)
Please think about…• How to create a show that meets the needs of
YOUR buyers and sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
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How to…identify a great topic for a confex
• MMT: a crazy idea about using mobile phones to provide financial services to poor people in Sun-Saharan Africa
• Read• Blog, chat and tweet• …but above all LISTEN!
…then VALIDATE!
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How to… create a show that meets the needs of BUYERS and SELLERS
• A new event for a new market• Identify & profile NEEDS of buyers & sellers
– SELLERS: Entrepreneurial technology developers, mostly still venture capital backed
– BUYERS: New functions at MNOs, banks & MFIs
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How to… create a truly unique experience at YOUR event
• Practical: the “hands-dirty” event• Interactive: small groups, shootouts• Independent: open, product agnostic• Whole ecosystem: all the key stakeholders
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How to… create a community,not just a confex
• Being really obsessive about DATA!• The LinkedIn MMT Group (2,300 members)
– The Community Development Officer Project• e-Newsletter (4,000 subscribers)• “Community generation in Internet years”
…7 year’s work …in 1 year
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Here’s one I made earlier
LinkedIn – a ready made community
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Here’s one I made earlier
2,309 current & potential customers
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Here’s one I made earlier
A thriving discussion board
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Interviews with key speakers
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ValuableResearch– checkout hotnews!
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How to market your events through social media networks
• Drive discussions and news – make your group worth checking every day
• Aggregate news in a branded e-bulletin• Create a news archive for SEO• Sell your events to your group!!!• Capture data – email and call them• Pass new vendor members to exhibit sales
…welcome to the era of pull marketing!
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How to…globalise a successful confex brand
• Consistency of BRAND• Consistency of EXPERIENCE• Define and REVALIDATE the opportunity and
the tailor content for every local market
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How to… beat the competition• First mover advantage• Unique Selling Points
– BENEFITS that address your customers NEEDS• Ubiquity; SEO, social media networks• Under promise, over deliver
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Clarion Conferences, not necessarily the biggest conference company in the world…
• From zero to £20m in two years• Acquisitions and organic growth• Supported by the entrepreneurial team of
Clarion Events and VSS• Great people, great content, great events…
…great fun!
…just the best!
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Now it’s YOUR turn• How to create a show that meets the needs of
YOUR buyers & sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
![Page 17: UFI Marketing Focus Meeting - Amsterdam 2010 - Hakan Gershagen](https://reader036.fdocuments.in/reader036/viewer/2022070303/54b4e8b44a7959633c8b45db/html5/thumbnails/17.jpg)
Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs