Marketing's positioning strategies died when disco was king. It's stuck in a bad hair day of a 1970s time warp. It's like a man trying to wear platform shoes, a silk print shirt, gold chains and a tacky polyester leisure suit to a job interview today. It's just not right. Many of marketing's truisms of the past are relics with the realities of today. Positioning Defined More than 25 years ago, Jack Trout and Al Ries published Positioning: The Battle For Your Mind. In 2010, Trout published … [Read more...]
Marketing Your Event To Prospects And Past Attendees
Is there a difference in the way your market your event to prospects and past attendees? You betcha! There's a huge difference. Past Attendee Event Marketing Wants Past attendees have already built a relationship with you. Assuming that they had a great conference experience, they are biased in favor of your event. After attending your last event, they returned to the office and justified why they attended. Now they are looking for additional information to defend their decision to attend … [Read more...]
Make Your Conference Irresistible!
This post is by Dave Lutz. One of the sessions that I looked forward to the most at Event Camp Chicago 2011 was from Liz Strauss. Liz is a deep thinker. And she did not disappoint! I had to go back and watch the recording to get my head around how to best apply her message. Here are four takeaways from her presentation that can be applied to value based conferences. 1. Be irresistible! Weed out the people that don’t truly love what you do. Apply this by flipping your conference messaging. … [Read more...]
Unleash Your Conference Participants To Become WOM Influencers
Here is the slide deck from my recent presentation for Daxko Webinar Series on association and conference influencers. Enjoy! Unleash Your Conference Participants To Become WOM Influencers View more presentations from Jeff Hurt. Additional statistics and facts mentioned during webinar. United Breaks Guitars video received 25,000 views in the first 24 hours it was uploaded in 2009. Influencers & Association Membership 91% Prospective Association Members learn about organization by … [Read more...]
Identifying Influencers: Harnessing The Power Of Individuals
Armed with creativity, passion, $150, friends and YouTube, Dave Carroll created more than nine million impressions. You've probably heard of Carroll. He wrote and created the music video "United Breaks Guitars" about United's baggage handlers smashing the base of his $3,500 Taylor guitar. United refused to pay $1,200 to repair his guitar because of an archaic policy. Carroll got even. Carroll responded by uploading his music video to YouTube. Within the first 24 hours, 25,000 people viewed it. … [Read more...]
Using Targeted Testimonials To Build Conference Attendance And Increase Exhibitors, Sponsors
The most powerful sales and marketing tool that builds attendance or helps new exhibitors and sponsors sign on the dotted line is a targeted testimonial. Author and speaker Jeff Gitomer said it best: "When you say it about yourself, it's bragging. When somebody else says it about you, it's proof!" Most organizations use testimonials as part of their marketing strategy but fail to implement them to their full advantage. Take a look at these testimonials "The ABC conference was the best … [Read more...]
