加载中…MARKETINGACONGRESS
(2019-08-03 13:36:04)
标签：
micepco |
分类： 其他 |
Strategic & Creative Brief
•Email Marketing
•Website / SEO
•Banner Ads
•Re-Targeting
•Google/Bing Ads
•Social Media
•Facebook
•Twitter
•LinkedIn
•Low Cost
•Familiar Brand
•Limited Reach
•Open Rates
•Subject Line
•Sender Name
•Contacts to Push Other
Campaigns
•Timing
•Contacts
•Social Media
Following
•Blog?
WHY ARE WE HOSTING THE CONFERENCE?
Describe the aims –and prioritise them
WHOARE WE WANTING TO ATTRACT?
Describe the audiences
Analyse each audience: what makes them register or not
Prioritise the audiences: think about the conference
aims
Estimate numbers attending from each audience
WHATIS THE CUSTOMER EXPERIENCE?
How will the audiences interact with the brand?
WHAT IS THE COMPETITIVE ENVIRONMENT?
Which other conferences will compete directly or
indirectly?
WHATIS EXPECTED AS A RESULT OF THE WORK?
How will success be measured?
WHATIS BEING OFFERED?
What are the benefits the conference will provide?
WHAT DO THEY THINK NOW?
What are their current perceptions about the conference?
WHAT WOULD WE LIKE THEM TO THINK?
What is it we want them to feel about the conference?
HOW WILL WE CONVINCE THEM TO PARTICIPATE?
What is it that will change their perception?
WHAT IS UNIQUE ABOUT THE CONFERENCE?
What features are offered that are unique?
WHAT IS THE PERSONALITY OF THE CONFERENCE?
How could the conference be described?
WHAT NEEDS TO BE DELIVERED?
WHAT IS THE BUDGET?
WHO IS RESPONSIBLE?
THE BRAND
MARKETING PLAN
Print materials
Eye catching
Informative
Let's be clear
What is needed to create customers?
Marketing Plan
PROJECT AIMS AND TARGET AUDIENCES
Developed in the Strategic & Creative Brief
UNIQUE SELLING POINT
The foundation of your marketing plan
DESIRED RESULT
Clear statement, for example: 1000paying
delegates from at least 6Asia-Pacific
countries, 10% to be trainees
KEY PERFORMANCE INDICATORS (KPIS)
Measurements to enable the result to be achieved
For example a high-level KPI could be: 60% of target
attendance achieved by earlybird deadline, Next 25% achieved 60
days prior to conference
BUDGET
Measurements to enablethe result to be achieved
APPROVALS
Process for approval of quotes and variations to scope
MARKETING ACTIVITY
Tactics considered / competition considered
Overall activity plan developed:timing, action, tools, link to
KPIs, return on investment
Specific plans developed, for example:email broadcasts,
promotion at another congress
Database management
Extensive
Accurate
ONLINE MARKETING
Online marketing refers to a set of powerful tools and
methodologies used for promoting products and services through the
Internet.
Also referred to as digital marketing or internet
marketing
ONLINE MARKETING –BENEFITS
Growth potential –reaching a wider audience
Reduce expenses –lower cost per acquisition
Elegant communication –reinforce and target branding
Better control –instant messages, track results
CHANNELS
THE POWER OF WEB
WEBSITE
Key source of information
It needs to be:
easy to navigate
Informative
attractive
updated regularly
EMAIL MARKETING
Benefits
Challenges
Strategies to Consider
SOCIAL MEDIA
Social media advertising isn't just a buzzword anymore.
It’s a real, tangible driver of leads and sales, and marketing
departments are increasing their social ad spend across the board
in response.
AT OTHER EVETS
Other meetings
Speakers
At the preceding meeting
INFLUENCER MARKETING
Identify Key Influencers in your industry
Provide opportunities for them to help you promote your
meeting
Make it easy and relevant
Make it personal
Reward
MEASUREMENT
How do you know if it's working?
Website analytics
Email campaign results
Website sign ups
Social media feeds
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