www.asaecenter.o rg Connecting Great Ideas and Great People www.asaecenter.o rg Denise Gavilan, principal, Gavilan Marketing & PR; Kelly Koczak, VP, marketing communications, Produce Marketing Association Marketing Your Meeting: How the Tried & True Complement the New August 17, 2009 3:15 – 4:30 p.m.
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Meetings Marketing: How the Tried and True Complement the New
Presentation provides information on how to market a meeting using direct mail, email, social media and advertising. Samples are from the association industry.
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Word of Mouth•Messages are different for e-mails, direct mail, ads•Website can be different•Advocates help spread word•Word travels through right circles
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Word of Mouth
Influencers: Not just advocates
Know who the key influencers are for your industry – and use
them!
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Influencers
Influencers: Not just advocates
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Influencers
Influencers: Not just advocates
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PURL Campaign
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Social Media
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Social Media
It’s about:
ContentConversationCommunity
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Social Media: Twitter
There were 53 tweets alone from the opening general session panel on our research project with the National Restaurant Association and the
International Food Distributors Association
Those tweeters reached a combined audience of about 2,500 people that weren’t at the conference – most linking to other content from PMA.
Tweeters were a mix of media and attendees who used our hashtag.
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Social Media: Twitter
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Social Media: Twitter
We promoted the hashtag through all related-mails, exhibitor bulletins and our magazine.
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Tried, True & New Tip
Consider setting up a corporate Twitter account to engage brand advocates, influencers, media and prospects.
Don’t set up a Twitter account unless you can commit resources to providing regular updating and creating a dialogue with users.
Encourage employees to set up Twitter feeds and leverage your network to engage advocates and distribute content.
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Tried, True & New Tip
Understand your business goals first and develop a strategy.
Don’t jump into every social network or specialty site. Take the time to understand which ones make sense for your business. Does My Space work for
your audience?
Do they use it?
If they don’t, could also be an opportunity to educate your members and provide more value from your organization – take them along with you.
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Fish Where the Fish Are
Google Adwords campaigns
Target competitor events
Focus by language
Cost-effective: tailor to your budget
Also good for crisis communications to businesses and consumers.
Consider starting your own video contest and upload the winning entries to your channel or site.
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Mapping
Use Google Maps or Bing to map out where members are – get people to get together to talk about event, host local/regional networking in advance of the meeting to spread the word, make contacts, promote the event
Google Maps API can be integrated into your site to help mobilize attendees:
Show where potential attendees are, increase sponsorships by working with local businesses to map out restaurant locations, entertainment locations to your participants, or other fun ideas such as where to get coffee.
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Incentives
People like a deal or reward
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Budget & Timeline•Begin campaign at least six-to-eight months before meeting •Budget for expected (printing, website development, design etc.) and unexpected expenses (postage increases, consultants, research, etc.)
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Evaluation•It’s ongoing•Did you meet your goals and objectives?•Audience feedback: was campaign well received?•Tactics: did they work?•Time: did you have enough?•Budget: did you meet or surpass?
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Tried, True & New Tips
Everything is scalable – and anything is possible
The best content is what the people create themselves
About Efficiency, Cost-effectiveness, and Intimacy