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 separates the sales process into three categories: Frequency - convince people already buying from you to buy more often. Reach - convince more people … [Read more...]
Using Social Media And The FRY Method To Increase Event Registrations
"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 how it works," says conventional wisdom. Or your employer. "Sell more stuff"--in this case registrations--is not the answer most of us seek. We know that a good event sells … [Read more...]
Are You Attracting The Right Customer For Your Conference?
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 your conference? Paid registrants? Yes. Exhibitors? Yes, especially if you offer a tradeshow. Sponsors? Yes. Others? Probably. Each of these customer segments has different needs, wants and pain … [Read more...]
Identifying Conference Targets Of Opportunity For Growth
Often "it" occurs after several years of success. Your conference attendance, exhibitors and revenues reach a plateau. Or they start to decline. Why does "it" haunt and hunt your once-successful conference? You have never learned how to acquire new business. Or you've depended on repeat business. Or you've expected new registrants to arrive at your conference website waving cash in the air. There comes a time in every conference's history when there is a need to pursue new business and … [Read more...]