The Participant Value Game: Time to Go Deep & Wide March 6, 2012 by Donna Kastner It’s a whole new ballgame for associations and their conferences, particularly when it comes to building long-term loyalty. New realities are taking shape, disrupting previous value models and perceptions. Reality #1: Senior executives are more involved in attendance and membership decisions. They’re scrutinizing ROI more closely and pushing back on fuzzy estimates. Reality #2: While … [Read more…] Filed Under: Attendance Marketing, Business Model Tagged With: , association best practices, event revenues, Event ROI, event value
Events As The New Black In Content Marketing February 28, 2012 by Jeff Hurt Using Events As Content Marketing View more presentations from Jeff Hurt Here is the slide deck from my recent presentation at Event Solutions’ Idea Factory 2012 in Las Vegas. Possible Event Content Marketing Business Goals What type of goals might your clients have when considering a face to face event as a content marketing strategy? … [Read more…] Filed Under: Attendance Marketing Tagged With: , business case for events, content, content marketing, event professionals, events as content marketing, meeting professionals
Gaining Conference Market Share Through Legal Stealing February 1, 2012 by Jeff Hurt Unless your conference is growing, you are on the road to decline. All conference attendance plateaus eventually erode. Unless you are taking conference attendee market share from others, you are not growing significantly. Stealing And Trespassing Are Legal When Attracting Conference Registrants There is a closed market for conference registrants. Yes, that’s right. There is … [Read more…] Filed Under: Attendance Marketing Tagged With: , attendee growth, conference best practices, conferences, market segmentation
Cultivating Strong Online Relationships To Build An Ever Ready Troop Of Evangelists December 21, 2011 by Jeff Hurt It’s important to build your network before you need it! Building a network of organization supporters who can do a variety of things at a moment’s notice is imperative in today’s socially networked world. Transactions Versus Relationships Unfortunately, many organizations struggle with relationship building. Instead, they are masters of the transaction. Their emphasis on transactions … [Read more…] Filed Under: Attendance Marketing Tagged With: , engagement, influencers, online conversations, online listening, online social media conversation, relationships, WOM
We Need a Little Community, Right This Very Minute! December 20, 2011 by Dave Lutz Your organization is no longer the only game in town. Unless your business has golden handcuffs like certification, you’re probably having a challenge with retention and attracting new members. Your business needs an effective strategy to increase value and grow loyalty. The most urgent and critical opportunity for membership organizations to increase value and grow … [Read more…] Filed Under: Attendance Marketing Tagged With: , community, community management, loyalty, online ecommunity
Using Emotional Targeting In Your Event Marketing Materials November 23, 2011 by Jeff Hurt Logic makes people think. Emotions make people act. Often our event marketing simply over-intellectualizes everything. It emphasizes the number of education sessions, the number of qualified attendees, the hours of continuing education credit, the technology applications available, the years of experience of the speakers, the economic data of the attendees and the like. But are … [Read more…] Filed Under: Attendance Marketing Tagged With: , conference best practices, conferences, emotional connection, event marketing, market segmentation, meeting planning best practices
Four Primary Reasons People Will Not Register For Your Event November 22, 2011 by Jeff Hurt Your supervisor walks into your office and closes the door. She sits down and says, “We’ve set a new goal for you for our annual meeting. We need an increase of 10% in full registrations.” “As the point person for our meetings and events, you need to make this happen,” she exclaims as she exits … [Read more…] Filed Under: Attendance Marketing, Business Model Tagged With: , attendee growth, conference best practices, conferences, meeting planning best practices, registration
Increasing Conference Customers Through Social Media, Reach And Yield November 2, 2011 by Jeff Hurt Where do new conference customers come from? Do you know the cost of acquiring your next customer? Those are the magic questions many conference organizers want answered. Incorporating The FRY Method Author Olivier Blanchard talks about using the FRY method with social media to increase customers in his book Social Media ROI. The FRY Method … [Read more…] Filed Under: Attendance Marketing Tagged With: , attendee growth, conference best practices, conferences, market segmentation, meeting planning best practices, new consumer segmentations, registration
Using Social Media And The FRY Method To Increase Event Registrations November 1, 2011 by Jeff Hurt “It’s all just a numbers game. There’s not a secret to increasing event registration. You just sell more,” says your boss. “You want to increase your sales? Just talk to more people. Pick up the phone and call more potential attendees. Send out more emails. Create more direct mail marketing pieces. Get more eyeballs. That’s … [Read more…] Filed Under: Attendance Marketing Tagged With: , attendee growth, conference best practices, conferences, market segmentation, meeting planning best practices, new consumer segmentations, registration
Are You Attracting The Right Customer For Your Conference? October 11, 2011 by Jeff Hurt Who are the customers for your conference? Yes, I said customers – plural. You have more than one customer. Most of us think of our conference customers as the paid registrants. Instead, we need to think of our customers as anyone who can say no. Who’s Your Daddy Customer? So who are the customers of … [Read more…] Filed Under: Attendance Marketing, Business Model Tagged With: , attendee growth, attracting attendees, conference best practices, conference revenue models, conferences, market segmentation, meeting planning best practices
