EVENT MARKETING AS A REVENUEBUILDER

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EVENT MARKETING AS A REVENUE-BUILDER
Proven, Measurable, Easy-To-Use Methods
Mary Long Director of Marketing SourceMedia
Events Karen Gedney President Creative
Director Karen Gedney Communications
May 18, 2006
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State of the Industry

• The impact of 9/11 and the dot.com bubble
• The demand for measurable return on investment
• The decline of the trade show
• The rise of smaller, intimate events

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The Dynamics of Multisided Markets

• Most Markets are One-sided in Nature
• Multisided Markets exist when firms need to get
  two or more distinct groups of customers on the
  same platform.
• Understanding the interdependencies between the
  groups is key to success when dealing in
  multisided markets.

source Harvard Business School Working Knowledge
enewsletter New Research Explores Multi-Sided
Markets March 13, 2006
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Types of Events

• Conferences, Forums, Symposiums
• Trade Shows
• Regional Road Shows
• Roundtables
• Awards Shows
• Web Seminars
• Custom Events

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Strategy and Positioning

• Event History
• Competitive Environment
• State of the Industry

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Setting Goals

• Number of Attendees
• Attendee Revenue
• Time in Market

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Segmentation Strategy

• Who do you need at your event?
• Define segments
• Personalize messaging

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Pricing Strategy

• Segment Pricing
• Early-Bird Pricing
• Price increases
• Competitive Pricing

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Integrated Offline and Online Marketing Campaigns

• Advertising
• Event Website
• Broadcast email
• Direct Mail
• Telemarketing
• Other Media Relations, Radio Advertising, Voice
  Messaging

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3 Questions That Guide Creative Development

• Why should I go to THIS EVENT?
• Why should I go THIS YEAR?
• Why should I register NOW?

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Ad
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Typical Event Email Campaign Calendar

• Pre-Event Survey
• Save the Date
• Preview the Agenda
• Early Bird
• Keynote or Content Update
• Final Notice
• Post-Event Summary Re-sign

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Successful Event Email Approaches

• Top 10 Issues
• Single focus on one key issue
• Interview
• Interactive Quiz
• Personal note
• Press Release
• Top 10 Reasons
• FAQ

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Email
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Marketing Budget

• 10 25 of Total Revenue Target
• Key Components
• Printing
• Postage
• Lettershop work

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Marketing Budget, contd..

• List Rental
• Database Work
• Website Development
• Broadcast email fees
• Telemarketing fees
• Copywriting
• Design

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Marketing Plan Development

• Time in Market
• Trade Show 28 - 24 weeks
• Conference 16 12 weeks
• Custom Event 8 6 weeks

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Marketing Plan Development, contd.

• Key Dates
• Event Announcement
• Initial Content Available
• Complete Content Available
• Early Bird Expiration Dates

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List Plan Development

• Current Customers
• Prospects (Internal External)
• List Research
• List Rental Market

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Marketing Partnerships

• Media Sponsors
• Industry Association Partners
• Partnering with Exhibitors

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Marketing Partnerships, contd

• What can be offered in a marketing partnership?
• Lists
• Conferences Passes
• Advertising
• Exhibit Booths
• Speaking Slots
• Broadcast email blasts
• Web advertising

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Analysis

• List Performance
• Email Open Rates
• Renewal Rates
• Segmentation Analysis
• Price Points
• Registration Pattern
• Acquisition Cost
• Growth Number of Attendees Revenue

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Recent Trends

• Custom Events
• Web Seminars
• Online Networking Tools

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For questions or additional information please
contact

• Mary Long
• 212-803-6080
• 646-232-4793
• mary.long_at_sourcemedia.com
• Karen Gedney
• 718-680-1627 kg_at_karengedney.com