Presentation provides information on how to market a meeting using direct mail, email, social media and advertising. Samples are from the association industry.

1. Marketing Your Meeting: How the Tried & True Complement the NewAugust 17, 20093:15 – 4:30 p.m. Denise Gavilan, principal, Gavilan Marketing & PR; Kelly Koczak, VP, marketing communications, Produce Marketing Association www.asaecenter.org Connecting Great Ideas and Great People

2. This Presentation: Things you already know but shouldn’t forget Tried and True applied to new strategies and vehicles

3. This Presentation: Game Changers: Strategies that change what you do and how your members and attendees interact

4. This Presentation: New Things to Consider about Event Marketing: Goal should not be to just get people there…goal should be to get others to get people there… Telling their story – don’t forget the event is not just about you – it’s about them… Encourage others to share, post and re-purpose content

5. Developing a Marketing Campaign “Marketing takes a day to learn. Unfortunately it takes a lifetime to master.” Philip Kotler, 1931 - US marketing guru

6. Goals & Objectives Goal: What do you hope to achieve with the marketing effort? Generally longer term Objectives: Shorter, tangible, measured

7. Your Audience

8. Tried and True Tip:SegmentationFirst timersOutside USLoyalists – those who come every yearSponsorsVendorsCRM DataBy issue interest/focusAnalyze, segment and target

9. Messages

10. Tried and True Tip:Messaging Provide simple, clear, concise messaging that resonates with customers. Be sure messages are consistent throughout the organization Integrated in marketing, public relations, business development activities

11. Tried and True Tip:Call to Action Have a very clear and distinct call to action in every communication. Whether it is signing up to register, learn more, fill out a survey, get something, each promotion must be carefully tailored to get a response. E-mail is still personal and must build a relationship with your reader.

13. When should you?

14. What resources do you have or need?

15. What is your timeline?

17. Direct Mail

18. Direct Mail With Variable Data

19. Variable Data Postcard A: Back

20. Variable Data Fonts

21. Explore Strategic Partnerships Leverage your relationships with other groups What can you offer that they don’t have? What can you offer each other? Often working with other groups helps you get more results for less effort and less cost.

22. Tried & True Tip Be timely, and be relevant. Capitalize on current issues/concerns Any new value at your event is an opportunity to re-communicate with your audience

23. E-mail Campaign

24. Tactics What’s (kind-of) new?

25. WebsiteYour event Website should be a toolbox to get others to help you promote it.

26. Web siteWeb Stickers & E-mail Signatures

27. E-Postcard Campaign

28. WidgetsA widget is anything that can be embedded within a Web page.Adds some content to that page that is not static. Countdowns for events, tips for attendees, exhibitors. Think about your audience and how you can use these: Games, photos, calculator, etc.

30. Website can be different

31. Advocates help spread word

34. Influencers Influencers: Not just advocates

35. Influencers Influencers: Not just advocates

36. PURL Campaign

37. Social Media

39. Conversation

41. Social Media: Twitter

42. Social Media: Twitter We promoted the hashtag through all related-mails, exhibitor bulletins and our magazine.

43. 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.

44. 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.

45. 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.

46. Videos & Demos http://www.pma.com/freshsummit/2009/index.cfm http://www.youtube.com/watch?v=BlHnOuDFCbI http://www.pma.com/video/index.cfm?active=3

47. Tried, True & New Tip Consider starting your own video contest and upload the winning entries to your channel or site.

48. 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.

49. Incentives People like a deal or reward

52. Did you meet your goals and objectives?

53. Audience feedback: was campaign well received?

54. Tactics: did they work?

55. Time: did you have enough?

57. Thank You!

58. Contact Information Denise Gavilan, principal, Gavilan Marketing & PR denise@gavilanmarketing.com 703-447-9370 Kelly Koczak, VP, marketing communications, Produce Marketing Association kkoczak@pma.com (302) 738-7100, x. 3042 SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA