Creating, Distributing, and Selling Content in Event Management Context
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Transcript of Creating, Distributing, and Selling Content in Event Management Context
CONTENT IN EVENT MANAGEMENT CONTEXT
CREATING, DISTRIBUTING & SELLING
IDG ASEAN, Oct 2013 Presented by: Annie Hoang
1. Why CONTENT matters? 2. CONTENT MANAGEMENT at IDG ASEAN?
3. Putting Things Together!
4. Content & Marcom Team
5. Group Assignment
AGENDA
SPONSORS
SPEAKERS
ATTENDEES
MEDIA
HIGH QUALITY AUDIENCE
PROFILE
GREAT CONTENT
VALUES
HIGH
SERVICE QUALITY
REVENUE & PROFITS
EVENT DIRECTOR
BRAND IMAGE
& PREFERENCE
ATTENDEE
PR & MARCOM
CONTENT DEVELOPMENT
LOGISTICS DESIGN
TECHNICAL
ADMIN
FINAN
CE
WHY CONTENT MATTERS?
1
CONTENT AS KEY
CUSTOMER VALUES!
INDUSTRY UPDATES • Get a feel of what is going on in the industry (e.g. who are the market leaders? What products or services are currently available, etc) • Stay in touch with new trends (e.g. technology trend, service trend) and see a vision of the future • Learn about the legal framework or legislation regulating the industry activities
ANALYTICAL INSIGHTS • Gain in-depth understanding on topics that related to career development or work problems or topics of personal interest through information and arguments put forward by the speakers, industry experts and fellow attendees • Listen to industrial experts’ opinions, perspectives, analysis • Learn new skills (how-to through workshops or tutorials) • Learn from best practices in the market • Seeking solutions to one’s own current problems
INNOVATIVE IDEAS • Browsing for new ideas to apply at work • Browsing for opportunities of solving current problems • Brainstorming for a solution • Learn about new concepts
NETWORKING
BUILDING RELATIONSHIPS • Connect with old friends • Meet new people • Meet peers in the industry • Meet suppliers and seek business partners • Meet and build relationship with potential customers
GETTING A FEEL OF BELONGING TO THE INDUSTRY COMMUNITY • Find a place of acceptance and belonging • Gather with like-minded individuals who share similar concerns, problems, challenges and opportunities
ACQUIRING KNOWLEDGE GOAL 2 GOAL 1
WHY CUSTOMERS WANT TO ATTEND A PARTICULAR
CONFERENCE?
4.47 4.33
4.18
3.88 3.78
Industry updates In-‐depth understandings
New concepts and ideas
Business Networks
Belonging to community
Results from research of customer goals show that the GOAL OF ACQUIRING KNOWLEDGE are perceived as much MORE IMPORTANT
that the GOAL OF BUSINESS NETWORKING in driving CUSTOMER DECISIONS on whether to attend a conference
Acquiring Knowledge Business Networking
Figure 1: The perceived importance of different customer goals when attending conferences Using a scale from 1 to 5 (with 5 being ‘strongly important’ and 1 being ‘strongly unimportant’) – Sample No.: 235 respondents
CONTENT AS SOURCE OF
REVENUE GENERATION!
ALL STREAMS OF REVENUES ARE GENERATED BY PRODUCTION OF VALUABLE
Values sought by attendee
s
Values sought by sponsors
CONFERENCE CONTENT
EVENT ORGANIZERS
Sponsorships
Conference tickets
ATTENDEES SPONSORS
NETWORKING OPPORTUNITIES
CONTENT MANAGEMENT AT IDG ASEAN
2
Positioning IDG ASEAN as a provider of ‘content-rich conferences with insightful information and helpful solution’
Developing a knowledge-based system on ICT application in different industrial sectors, serving as IDG core competencies which can be leveraged to build content-rich products such conferences, market reports, articles, journals, etc.
Supporting and facilitating IDG’s commercial goals of selling conference tickets and sponsorship
SALES & PROFITS
KNOWLEDGE AS CORE COMPETENCY
STRONG BRAND IMAGE
Objective
1
Objective
2
Objective
3
OBJECTIVES
Conference Agenda CREATING CONTENT
Market Scanning • Market Trends • Industry Trends • Technology
Trends • Suggested Topics
Partner’s Opinions • Current Projects
Deployed • Current Interest • Current Needs
Clients’ Opinions • Current target
segment • Current focus
Audience’ Opinions • Current topics of
interest • Current needs of
info
What to Focus on?
• Theme • Topics
Evaluation + Validation
• Is it congruent to the trends
• Does it match the audience’ needs of info?
1st version Agenda
• Theme • Session Topics • Topics • Discussions
THEME DEVELOPMENT
2nd version agenda
SENT OUT FOR FEEDBACK
GETTING FEEDBACK
1st version Agenda
ADJUST THEME/ STRUCTURE/
TOPICS
CONFERENCE DEVELOPMENT
SALESPERSON ATTENDEE MANAGEMENT
RR & MARCOM
MAKE SURE YOUR
SPEAKERS CAN DANCE
ON STAGE!
1. Sales Kit 2. Marketing Content & Communication Channels
3. Setting Goals & Measurement Metrics
DISTRIBUTING CONTENT
SALES KIT SPONSORSHIP
1. Marketing Letter
2. Conference Agenda 3. Floor Plan
4. Event Schedule
5. Attendee Profile 6. Sponsorship Package
SALES KIT CONFERENCE TICKET
1. Marketing Letter 2. Conference Agenda
3. Pricing 4. Delegate Package 5. Registration Form
MARKETING
CONTENT
WEBSITE E-NEWSLETTERS PRESS RELEASES
ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS
MARCOM CHANNELS
• Email • Telephone • Postal Mailing • PR • Social Media
Marketing Goals vs. Measurement Metrics
DISTRIBUTING CONTENT
Reten%on = Returned Customers
SaCsfacCon = Happy Customers
Customers = Register as Sponsors
Closure = NegoCates/ Feedback in terms of price/ benefits
Quotes = Asking for quotaCons
Qualified Leads = Leads with budget/ pain points/ interest
Lead GeneraCon = Websites/ ExisCng Customer Databases
SPONSORSHIP SALES FUNNEL
Pipe Line No. %
Leads
Qualified Leads
Quote
Closure
Customers
SaCsfacCon
RetenCon
ANALYSIS • Conversion rate is High or Low?
How to keep a high conversion rate? • Understand which stage we losing
most of the leads to identify the Low performing stages
• Reviewing sales follow-up process of the low performing stage
• Reviewing marketing process at the low performing stage
SPONSORHISP
SALES
TRACKING SALES FUNNEL TRACKING
CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/
Answering survey
JOINERS = Register for Facebook/ Linked-In/ Google+/
Following Events
SUBSCRIBERS = Subscribe e-news/ Register to Download
Content
VISITORS = Browsing website
SPECTATORS = Read e-news
RETURNED CUSTOMERS Maintaining membership
SATISFIED CUSTOMERS
MEMBERS = Register for Conference Ticket/
Membership
QUALIFIED LEADS = Asking for quotation/ Show Interest
LEADS
ENG
AGEM
ENT
FUNNEL
SALE
S FU
NNEL
DELEGATE ENGAGEMENT
SALES FUNNEL
Social Media 15 Feb
15 Mar
15 April
15 May
15 June
15 July
15 Aug
15 Sep
15 Oct
15 Nov
15 Dec
Linked-In
TRACKING ENGAGEMENT Goal 1: Subscribers
§ Track via URL Goal on Google Analytics § Number of usable contacts exported from website
Goal 2: Joiners
Goal 3: Critics
= Number of Comments on Social Media + Custom Site Search + Polls
• Feedback Rate • Conversion Rate
• Satisfaction Rate • Retentions Rate
ANALYSIS
Pipe Line eNews1
% eNews 2
% eNews 3
%
Leads
Read
Not Read
Fail
Reply (Qualified)
Quote
Customers
Satisfaction
Retention
TRACKING SALES PROCESS
1. Define Target Segment 2. Develop Customer Databases
3. Sales Process
SELLING CONTENT
2ND PHONE CALL + Update Databases
Sending Proposals Close the Deal List of Potential
Customers
PHONE SCRIPT • Introduction • Check email receipt • Event benefit briefing • Ask to call back
• Contact Generation • Database Management Advertising
Website Social Media
PR
E-news
Telephone
Postal mailing
1ST PHONE CALL + Update
Databases
REVIEW OF DATABASES • How many contacts are relevant to the event? • How many A, B, C? • How many more contacts need to be developed?
PHONE SCRIPT • Introduction • Check Interest • Explain event core values • Ask to call back/ Why not interested • Probing for Marketing Budget Planning/ Biz goal / Target segments
SALES KIT • Marketing Letter • Event Overview • Conference Agenda • Floor Plan • Attendee Profile • Attendee List (tentative) • Event Schedule
GUIDELINES TO DEVELOP CONTACTS?
TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING
SALES KIT • Marketing Letter • Event Overview • Conference Agenda • Floor Plan • Attendee Profile • Attendee List (tentative) • Event Schedule
SALES PROCESS TO CALL FOR SPONSORSHIP
PUTTING THINGS TOGETHER!
3
Design Kit
PROJECT TIMELINE
Post Show Report Sales kit Conference
Agenda Speaker LogisCcs
8 7 6 5 4 3 2 1 -‐1 -‐2
• MarkeCng Le[er • Event Overview • Event Schedule • A[endee Profile • Why should u sponsor • Why should u a[end
• Conference Agenda • Show Directory • Conference Proceedings • Speakers CoordinaCon • Speaker Hospitality
• Taskforce • MS Script • Conference Scenario • Q&A form • Delegate Survey • Conference Slides
Week
• Conference Theme • Main topic of Discussion • Theme Briefing
Market Research
• Website • 1st enews • Facebook Profile • LinkedIn Profile
Speaker InvitaCon
• Speaker Contacts • InvitaCon Email • Contact & Follow up
E-‐News Facebook LinkedIn + Slideshare
Website Ad page
Onsite
Editorial Schedule • Marcom Post • PromoCon Post • Industrial update Post
• Homepage • Speakers • Agenda • Download
• Create & edit content • CreaCviy
• Build fans/ connec%ons • Send messages
MARCOM IMPLEMATION & MEASUREMENT
• Content Inventory (Tech trends, Industrial trends, Similar conferences) • Download Page
IniCal MarkeCng
CONTENT & MARCOM TEAM?
4
THANK YOU