About Us@wenholliday
@DonnaKastner
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About You
4
Learning Objectives
Which
intrigues you
most?
9
Your Turn
1.COLLABORATE:Meeting & Marketing teamwork to grow key segments.
2.TARGET + MATTER:Connect conference benefits with critical problems top targets must solve.
3.EXTEND VALUE:Increase value runway beyond the event itself to increase engagement throughout the year.
Problems to solve?
How will your conference help them improve?
Opportunities to seize?
What are their most critical needs?
Identify Target Segments
Top concerns for leadership?
Issues keeping them up at night?Pain points?
16
Your Turn
Message MapsWhat does your map look like?
Challenges, Opportunities, Value Prop, Offers?
THINK WRITE SHARE
Marketing to YOU: PCMA Convening Leaders
Better Consistency
8 Organizations to Emulate
Taglines to Increase Attendee Mattering
Event Microsites
Social Media Hubs
Header – logoShould include your event location, dates, and tag line if using one.
Registration Agenda Exhibitor List Why Attend?
Headline
Sentence-------(hook to draw reader in)---------------------------------------------------------------------
• Benefit 1
• Benefit 2
• Benefit 3
Closing---------------------------------------------------------
Photo
Connect Blog
New This Year Foundation
Photo Photo
29
Your Turn
Email Template
Discuss your template with your neighbor.
What’s working and not working?
THINK WRITE SHARE
“57% of a typical purchase decision
is made before a customer even talks to a
supplier.”
CEB Study
1,400+ B2B customers
Defining
Targets
and
Value
Sweet
Spot
Shotgun Approach
All things to all
people
OthersOthers
Top Targets
OthersOthers
Tips more decisions to attend
Attendance Loyalty
• Feel obligated to attend
• Tattoo on the arm
• Measure success not in years, but in # of badge ribbons.
• Board members, retired/life members, committee participants, chapter leaders
• Justification story is based on volunteerism, passion and status.
The Lifers
• Commonly found at meetings where speakers, speak to speakers.
• Academics seeking points for tenure or being published.
• Meeting often has posters as consolation prize.
• Their ticket to the meeting.
• Exhibitors and sponsors view them as influencers.
The Professors
• Primary goal is thought leadership.
• Sometimes guilty of doing a sales pitch.
• May consider upping their ante after getting on the program.
• Big play for consultants and freelancers.
The Content Marketers
• AKA companies that
should exhibit
• Interested in
networking & BizDev
The Ambushers
• Get ‘em when they’re young
• Students, Residents, etc.
• Exhibitors don’t value
• Low contribution margin
• Sophomore Play
The Rookies
• Expo floor only
• Low investment
• Aisle density
• Good candidates for
nurturing & upselling
The Window Shoppers
• True buyers of your
networking & education
experience
• Rarely attracted by CEU’s
• Segment here and design
education to attract them
• Others will follow
Investor Participants
• What audience groups
do you segment and market
differently to today?
46
So What?
Tell a Better Story
Are Members Your Story?
Promotion Focus Prevention Focus
Are one of these Mindsets more dominant?
Marketing messages that resonate are polar opposite
*Source – Columbia University Motivation Science Center
Approach Pleasure
Avoid Pain
Prevention vs. Promotion
“The cap swap was great! I love meeting
new people and sharing stories about our
school!”
Get Them To Pause
Affiliate/Chapter Incentives
Create a Sense of Belonging
Publish “Who’s Coming?” List
VIP EXPERIENCE – INVITE ONLYVIPEXPERIENCE
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