| who should attend? |
| Marketing executives and marketing managers involved in developing campaigns for conferences, seminars, exhibitions or training courses. |
| the aim of the course |
| This course will guide the marketing executive and manager through the most effective techniques for developing and putting into action a successful marketing plan. Particular attention will be paid to database management and tried and tested methods of maximising ROI’s. |
| what the course will cover |
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Enhancing the role of the marketer at the start of the conference lifecycle
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The conference marketing brief – how to make the first producer/marketer meeting work?
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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 |
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Working with what you have already - Creating new events from marketing analysis |
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Developing effective relationships with the conference team throughout the conference cycle
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| Maths and budgeting for the conference marketer |
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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 |
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Sponsorship versus delegate revenue — the effect on your marketing budget |
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Techniques and tips for reducing costs |
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Key Performance Indicators — using marketing to inform and grow your conference business |
| Understanding ROI requirements for different events |
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Understanding and defining ROI requirements for different marketing methods |
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ROI — Managing your direct marketing spend |
| The potential of testing — techniques to improve and refine ROI |
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Identifying your internal data and data analysis |
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Internal data — how to grow your database |
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Researching new lists |
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Preparing the right mix of names and filling the gaps |
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Selecting and filtering data |
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Cloning your delegates: Creative ways to profile and build your database |
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Using keyword searches, title slugs and other dm techniques |
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Dealing positively with returns |
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Maximising the value of external marketing opportunities
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Specifying and purchasing external lists |
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Deduplication — making dupes work in your favour |
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Advertising, inserts, directories and PR |
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Working with associations |
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Being creative in sourcing new marketing avenues |
| Keynote Address: Practical tactics to improve your email marketing campaigns |
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Improving deliverability rates: getting emails into the inbox |
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Improving open rates: ensuring they are being read |
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Improving click through rates: drive web site visits |
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Improving conversions from email: convert contacts into revenue |
|
Paul Crabtree, Marketing Director, Adestra |
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Conference marketing channels: ensuring the optimum selections in your marketing plan
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Criteria for channel selection |
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Lists and targeting, including the external list market |
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Refining targeting |
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ROI by list /channel |
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Media strengths and weeknesses |
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Contact strategies |
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Fluid marketing |
| Copywriting and creativity that attracts delegates and sponsors |
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Short versus long copy |
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AICDA principles and how they apply to conference brochures and letters |
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Translating copy to the web and emails |
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Creativity in design – when it can work for events |
| The post event party |
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Post conference analysis – why it is important and what you should do |
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Following up on conference evaluation feedback |
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Adding more money to the bottom line – after the event |
| the course format |
| Course numbers will be limited to ensure the day can be very practical and business focused. Small break out groups will work through real case studies, practise techniques and develop skills. |
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My manager cannot believe what a difference the course has had on my work. Having already implemented a few of the new techniques I learnt on the course, our business is beginning to flourish. 
