| Course outline: |
| Knowing your target market and mapping your universe |
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Defining the pyramid of your market |
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SWOT — its use and application in topic generation |
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Mapping your market |
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Gaps in the subject matter of your courses. Where are they? |
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Where is the competition — are you letting others take part of your market? |
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Client analysis: |
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» Which clients spend most money, and why? |
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» What are you doing to maximise client spending? |
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» Which competitive events do they attend — why? |
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» Where are potential new clients? |
| Maximising the potential for developments from existing events |
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Analysing and learning from delegate lists |
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Reviewing marketing analysis and understanding how it can inform topic generation |
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What the competition can tell you |
| Generating ideas from traditional and social media |
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Identifying and monitoring the media, press, TV, internet |
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Monitoring new associations, media launches and international bodies |
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Learning from telesales: putting in the right structure to capture all potential topic information |
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Generating new topics from social media |
| Using the market as a dynamic source of topic generation |
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Making full use of delegates, speakers and sponsors at your events |
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Maximising the use of online customer survey tools to research new markets and test topics |
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Building advisory boards to maximise market knowledge and access top-level know-how |
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Pro’s and con’s of using blogs and other social networking tools |
| Geo-Cloning your conferences |
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Evaluating which topics are suitable for export |
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Assessing relevant markets and key considerations for launches |
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Modifying events for target markets |
| Motivating your team to originate new ideas |
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Putting in place structures to ensure topic ideas aren’t “lost” |
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Incentivising the team for viable new ideas |
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Coaching your team into topic generation |
| Establishing criteria for evaluating new topics |
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Developing a topic viability checklist |
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Testing new topics — qualitative / quantitative — using your "gut feeling" |
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Evaluating the role of risk in topic generation |
