| Tools and Techniques for Conference and Event Marketing |
| Refine marketing techniques, develop new creative solutions and maximise the value of the conference marketing spend |
Course outline:
Enhancing the role of the marketer at the start of the conference lifecycle
+ The conference marketing brief how to make the first producer / marketer meeting work?
+ Understanding the implications to marketing of different types of events:-
Event duration, pricing, type and size of proposed events, sponsorship versus delegate
revenue, annual versus new topic, etc
+ Working with what you have already creating new events from marketing analysis
+ Developing effective relationships with the conference team throughout the conference cycle
Maths and budgeting for the conference marketer
+ Relating numbers to marketing objectives. What maths should you be using and why?
» cost per sale
» cost per response
» ROI
» cost per attendee
» lifetime value
+ Sponsorship versus delegate revenue the effect on your marketing budget
+ Techniques and tips for reducing costs
+ Key Performance Indicators using marketing to inform and grow your conference business
Understanding ROI requirements for diff erent events
+ Understanding and defi ning ROI requirements for different marketing methods
+ ROI Managing your direct marketing spend
The potential of testing techniques to improve and refine ROI
+ What is testing and what can it do?
+ Determining what you should test
+ Planning your tests
+ Practical testing in diff erent media
+ The statistical principles of testing
+ Monitoring and Evaluating your test results
Building the perfect conference marketing database: finding, cloning and developing data
+ Identifying your internal data and data analysis
+ Internal data how to grow your database
+ Researching new lists
+ Preparing the right mix of names and fi lling the gaps
+ Selecting and fi ltering data
+ Cloning your delegates: Creative ways to profi le and build your database
+ Using keyword searches, title slugs and other dm techniques
+ Dealing positively with returns
Maximising the value of external marketing opportunities
+ Specifying and purchasing external lists
+ Deduplication making dupes work in your favour
+ Advertising, inserts, directories and PR
+ Working with associations
+ Being creative in sourcing new marketing avenues
Conference marketing channels: ensuring the optimum selections in your marketing plan
+ Criteria for channel selection
+ Lists and targeting, including the external list market
+ Refining targeting
+ ROI by list /channel
+ Media strengths and weeknesses
+ Contact strategies
+ Fluid marketing
Copywriting and creativity that attracts delegates and sponsors
+ Short versus long copy
+ AICDA principles and how they apply to conference brochures and letters
+ Translating copy to the web and emails
+ Creativity in design when it can work for events
The Post Event Party
+ Post conference analysis why it is important and what you should do
+ Following up on conference evaluation feedback
+ Adding more money to the bottom line after the event
» Book this course
| CPD Accreditation |
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| This course has been accredited by The Chartered Institute of Marketing. By attending this programme you will be entitled to 6 CPD poins. |
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