Creating, Distributing, and Selling Content in Event Management Context
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The document discusses the importance of content in event management, highlighting its role in customer engagement and revenue generation. It outlines objectives for content management at IDG ASEAN, focusing on building a strong brand image and providing valuable conference content. The document also details strategies for content distribution, sales processes, and measuring marketing success through various metrics.
Creating, Distributing, and Selling Content in Event Management Context
- 1. CREATING, DISTRIBUTING & SELLING CONTENT IN EVENT MANAGEMENT CONTEXT Presented by: Annie Hoang IDG ASEAN, Oct 2013
- 2. AGENDA 1. Why CONTENT matters? 2. CONTENT MANAGEMENT at IDG ASEAN? 3. Putting Things Together! 4. Content & Marcom Team 5. Group Assignment
- 3. REVENUE HIGH QUALITY SPONSORS & PROFITS AUDIENCE PROFILE ATTENDEE HIGH SPEAKERS SERVICE QUALITY ATTENDEES PR & MARCOM EVENT DIRECTOR GREAT CONTENT BRAND LOGISTICS IMAGE & PREFERENCE ADMIN TECHNICAL DESIGN FINANCE VALUES MEDIA CONTENT DEVELOPMENT
- 6. 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 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 1 GOAL WHY CUSTOMERS WANT TO ATTEND A PARTICULAR CONFERENCE? 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 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 ACQUIRING KNOWLEDGE 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 2 GOAL NETWORKING
- 7. 4.47 4.33 4.18 3.88 Industry updates In-‐depth New concepts understandings and ideas Acquiring Knowledge Business Networks 3.78 Belonging to community 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 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
- 9. ALL STREAMS OF REVENUES ARE GENERATED BY PRODUCTION OF VALUABLE CONFERENCE CONTENT NETWORKING OPPORTUNITIES Values sought by sponsors Values sought by attendee s Conference tickets ATTENDEES Sponsorship s EVENT ORGANIZERS SPONSORS
- 11. OBJECTIVES Objective 1 Objective 2 Objective 3 STRONG BRAND IMAGE KNOWLEDGE AS CORE COMPETENCY SALES & PROFITS 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
- 13. THEME DEVELOPMENT Market Scanning • Market Trends • Industry Trends • Technology Trends • Suggested Topics Partner’s Opinions • Current Projects Deployed • Current Interest • Current Needs What to Focus on? • Theme • Topics Clients’ Opinions • Current target segment • Current focus Evaluation + Validation • Is it congruent to the trends • Does it match the audience’ needs of info? Audience’ Opinions • Current topics of interest • Current needs of info 1st version Agenda • Theme • Session Topics • Topics • Discussions
- 14. CONFERENCE DEVELOPMENT RR & MARCOM SALESPERSON ATTENDEE MANAGEMENT SENT OUT FOR FEEDBACK 1st version Agenda 2nd version agenda ADJUST THEME/ STRUCTURE/ TOPICS GETTING FEEDBACK
- 15. MAKE SURE YOUR SPEAKERS CAN DANCE ON STAGE!
- 16. DISTRIBUTING CONTENT 1. Sales Kit 2. Marketing Content & Communication Channels 3. Setting Goals & Measurement Metrics
- 17. SALES KIT SPONSORSHIP 1. Marketing Letter 2. Conference Agenda 3. Floor Plan 4. Event Schedule 5. Attendee Profile 6. Sponsorship Package
- 18. SALES KIT CONFERENCE TICKET 1. Marketing Letter 2. Conference Agenda 3. Pricing 4. Delegate Package 5. Registration Form
- 19. WEBSITE E-NEWSLETTERS PRESS RELEASES ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS MARKETING CONTENT
- 20. • Email • Telephone • Postal Mailing • PR • Social Media MARCOM CHANNELS
- 21. DISTRIBUTING CONTENT Marketing Goals vs. Measurement Metrics
- 22. SPONSORSHIP SALES FUNNEL 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
- 23. SPONSORHISP SALES TRACKING SALES FUNNEL TRACKING Pipe Line Leads Qualified Leads Quote Closure Customers SaCsfacCon RetenCon No. % 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
- 24. DELEGATE ENGAGEMENT SALES CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/ Answering survey JOINERS = Register for Facebook/ Linked-In/ Google+/ Following Events SUBSCRIBERS = Subscribe enews/ Register to Download Content SALES FUNNEL ENGAGEMENT FUNNEL FUNNEL RETURNED CUSTOMERS Maintaining membership SATISFIED CUSTOMERS MEMBERS = Register for Conference Ticket/ Membership VISITORS = Browsing website QUALIFIED LEADS = Asking for quotation/ Show Interest SPECTATORS = Read e-news LEADS
- 25. TRACKING ENGAGEMENT Goal 1: Subscribers § Track via URL Goal on Google Analytics § Number of usable contacts exported from website Goal 2: Joiners 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 Facebook Goal 3: Critics = Number of Comments on Social Media + Custom Site Search + Polls
- 26. TRACKING ANALYSIS • Feedback Rate • Satisfaction Rate • Conversion Rate • Retentions Rate Pipe Line Leads Read Not Read Fail Reply (Qualified) Quote Customers Satisfaction Retention eNews 1 % eNews 2 % eNews 3 % SALES PROCESS
- 27. SELLING CONTENT 1. Define Target Segment 2. Develop Customer Databases 3. Sales Process
- 28. SALES PROCESS TO CALL FOR SPONSORSHIP Postal mailing Website • Contact Generation • Database Management List of Potential Customers Social Media Advertising PR E-news Telephone 1ST PHONE CALL + Update Databases 2ND 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 email receipt • Event benefit briefing • Ask to call back GUIDELINES TO DEVELOP CONTACTS? TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING 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 Sending Proposals Close the Deal SALES KIT • Marketing Letter • Event Overview • Conference Agenda • Floor Plan • Attendee Profile • Attendee List (tentative) • Event Schedule SALES KIT • Marketing Letter • Event Overview • Conference Agenda • Floor Plan • Attendee Profile • Attendee List (tentative) • Event Schedule
- 31. PROJECT TIMELINE • MarkeCng Le[er • Event Overview • Event Schedule • Speaker Contacts • A[endee Profile • Conference Theme • InvitaCon Email • Main topic of Discussion • Why should u sponsor • Why should u a[end • Contact & Follow up • Theme Briefing Conference Agenda Sales kit Speaker InvitaCon • Conference Agenda • Show Directory • Conference Proceedings • Speakers CoordinaCon • Speaker Hospitality Speaker LogisCcs • Taskforce • MS Script • Conference Scenario • Q&A form • Delegate Survey • Conference Slides Post Show Report Onsite Week 8 7 6 5 4 3 2 1 -‐1 -‐2 MARCOM IMPLEMATION & MEASUREMENT Market Research IniCal MarkeCng • Content Inventory (Tech trends, Industrial trends, Design Kit Similar conferences) • Download Page • Website • 1st enews • Facebook Profile • LinkedIn Profile Ad page E-‐News • Create & edit content • CreaCviy Website • Homepage • Speakers • Agenda • Download LinkedIn + Slideshare Facebook Editorial Schedule • Build fans/ connec%ons • Send messages • Marcom Post • PromoCon Post • Industrial update Post
- 34. THANK YOU