Planning and delivering a conference involves many thousands of people hours, but even the most impeccably organised event can fail to achieve the anticipated numbers of fee paying delegates. Inevitably this reflects a weakness in event promotion.
What are the key elements in successful conference marketing?
A well prepared marketing plan should consider the following promotional elements:
Market analysis
To reach your target audience it is vital to first identify it. If you don’t have this information, capture it by sending out a free email survey.
Brainstorm
Avoid the ‘inside looking out syndrome’ and capture valuable data by brainstorming with past and potential attendees to develop the value proposition of the conference.
Event branding
Promote the conference as a ‘must attend’ event by identifying a catchy theme or positioning statement for it e.g. ‘All the latest advances in XYZ under one roof’.
Conference logo/livery
Engage a competent designer to create a conference style sheet. Don’t rely on the association’s logo, customise a conference identity. Avoid non-standard fonts and colours – they will be lost in most web browsers.
Promotional items
Merchandise is back en vogue as a creative way of promoting a conference. Delegates attending this year’s Site International Conference in Las Vegas received redeemable gambling chips.
A promotional DVD can be inexpensively created by ‘topping and tailing’ local convention bureau footage with a welcome message from the conference chairperson. Footage from a previous event is also effective.
Website
A low cost web presence, preferably one with an easily updateable Content Management System (CMS), is necessary. Spend funds on marketing the site rather than flash animation.
Enable analytics to gauge where delegates are coming from and use this data to help target relevant markets. Use tools such as Search Engine Optimisation (SEO) and Adwords to improve the site rankings.
Print collateral
Print is not dead but it is more costly than PDF so use it more sparingly.
Email promotion
Email communication is cheap but it is also the least effective promotional method. Ninety-five per cent of all email is spam and filters are increasingly aggressive. Always use the same email address to send conference related email; ideally from the conference’s own domain.
Promotion at other events
Engage with delegates by setting up a display booth at a kindred association conference.
Social media
In its simplest form Social Media is about using Facebook, YouTube and Twitter to blog, and flog people, ideas and products. Gen Y and Z may use it, but it is not widely used by mainstream Gen X or Baby Boomers, often the main source of delegate revenue. Reflect on your target audience before investing in social media tactics.
Advertising
Place low cost advertisements and diary dates in relevant journals and publications.
Direct mail
Secure fewer than 20 per cent new delegates at your event and you are regressing. Consider buying mail/email lists and designing a special campaign to generate interest.
Telemarketing
It’s effective but can be costly and the process of building and cleaning appropriate lists can be time consuming. Ask the volunteer committee to contact 10-20 associates and ask them in turn to contact another 10-20. A message coming from a trusted referrer is highly effective.
Media relations
If budget allows, profile speakers to the media during the conference and leverage any press coverage after the conference.
Sponsors and trade partners
Leverage sponsors and partners by encouraging them to contact their clients but do not depend on them.
Timepath
The overall conference time path should include:
• promotional opportunities/deadlines (e.g. cross promotion at similar conferences; through journals)
• printed material deadlines (e.g. first announcement; call for papers; registration brochure; handbook; abstracts volume)
• scientific programme and speaker deadlines (e.g. deadline for abstract submission; review procedures; deadline for full papers; audiovisual requirements)
• registration requirements/deadlines (e.g. early bird deadline)
• sponsorship/trade deadlines (e.g. deadlines for confirming sponsors)
Finally, the old adage that you have to spend money to make money rings true. Research shows it’s rare for more than two per cent of conference budget to be spent on marketing the event.
Any comments? Email cmw@mashmedia.net
