1. WHY CONTENT MATTERS? 2. EFFECTIVE CONFERENCE MANAGEMENT * Objectives * Project Timeline * Theme Development * Speakers * Conference Coordination 3. COPYWRITING SKILLS

1. CONFERENCE
MANAGEMENT
EFFECTIVE
IDG ASEAN, Apr 2014Presented by: Annie Hoang
A FOCUS ON CONTENT DEVELOPMENT

2. 1. Why CONTENT matters?
2. CONFERENCE MANAGEMENT at IDG
Objectives | Project Timeline | Theme Development
Speakers | Conference Coordinator
3. COPYWRITING Skills
4. Group Assignment
AGENDA

3. WHY
CONTENT
MATTERS?
1

4. CONTENT AS KEY
CUSTOMER
VALUES!

5. 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?

6. 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

7. CONTENT AS
SOURCE OF
REVENUE
GENERATION!

8. ALL STREAMS OF REVENUES
ARE GENERATED BY PRODUCTION OF VALUABLE
Values
sought by
attendee
s
Values
sought by
sponsors
CONFERENCE CONTENT
EVENT ORGANIZERS
Sponsorship
s
Conference
tickets
ATTENDEES SPONSORS
NETWORKING OPPORTUNITIES

9. CONFERENCE
MANAGEMENT
AT IDG ASEAN
2

10. 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

11. Conference Management
PROJECT TIMELINE

12. IDG PUBLIC SECTOR
BROCHURE 2014
Facebook LinkedIn Homepage

13. Design
Kit
PROJECT TIMELINE
Post
Show
Report
Sales
kit
Conference
Agenda
Speaker
LogisFcs
8
7
6
5
4
3
2
1
-­‐1
-­‐2
•
MarkeFng
LeNer
•
Event
Overview
•
Event
Schedule
•
ANendee
Profile
•
Why
should
u
sponsor
•
Why
should
u
aNend
•
Conference
Agenda
•
Show
Directory
•
Conference
Proceedings
•
Speakers
CoordinaFon
•
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
InvitaFon
•
Speaker
Contacts
•
InvitaFon
Email
•
Contact
&
Follow
up
E-­‐News
Facebook
LinkedIn
+
Slideshare
Website
Ad
page
Onsite
Editorial
Schedule
•
Marcom
Post
•
PromoFon
Post
•
Industrial
update
Post
•
Homepage
•
Speakers
•
Agenda
•
Download
•
Create
&
edit
content
•
CreaFviy
•
Build
fans/
connec4ons
•
Send
messages
MARCOM
IMPLEMATION
&
MEASUREMENT
•
Content
Inventory
(Tech
trends,
Industrial
trends,
Similar
conferences)
•
Download
Page
IniFal
MarkeFng

14. Conference Theme
CONFERENCE DEVELOPMENT

15. 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

16. 2nd version agenda
SENT OUT FOR FEEDBACK
GETTING FEEDBACK
1st version Agenda
ADJUST THEME/
STRUCTURE/
TOPICS
CONFERENCE
DEVELOPMENT
SALESPERSON ATTENDEE
MANAGEMENT
RR & MARCOM

17. Speakers
CONFERENCE DEVELOPMENT

18. SPEAKER
SOURCING
TECHNOLOGY
• Technology/ Solutions
Briefing
• Solution Consulting
• Technology Demo
GOVERNMENT
• Overview of the
industry
• Government statistics
on industry current
state
• Strategic Planning and
Policies for Industry
developments
CONSULTING
& RESEARCH
• Market Reports/
Analysis/ Implications
• Forecast Future Trends
• Management
Consulting
PRACTIONERS
Best Practice Sharing
WHO?

19. PREVIOUS CONFERENCE
DATABASE
PARTNERS’ NETWORK
CEO’S OR COLLEAGUES’
NETWORK
LINKEDIN
HOW?
SPEAKER
SOURCING

20. SPEAKER
INTERACTION
POST-
EVENT
SPEAKER
INVITATION
LIST OF
POTENTIAL
SPEAKERS
SPEAKER
LOGISTICS
GUEST SPEAKER
• Invitation
Letter
• Agenda
SPONSOR
• Invitation
Letter
• Sales Kit
• Speaker Name +
Title
• Speaker Photos
• Speaker Bio
• Presentation Topic
• Presentation
Synopsis
• Presentation Slides
• Speaker Pre-Event
Briefing
• Speaker Hospitality
• Rehearsal
• Technical Supports
• Slides, Microphone,
Sound, Visual Aids
• Other assistance
SPEAKER
CONTACTS
• Government
• Consulting/
Researchers
• Practitioners
• Technology
CONFIRMATION
• Contact &
Follow up to
confirm
• Consulting on
Presentation
Topics
ONSITE
• Thank You
Letter
• Post Show
Report

21. MAKE SURE YOUR
SPEAKERS
CAN DANCE
ON STAGE!

22. Conference Coordination
CONFERENCE DEVELOPMENT

23. 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
FINANCE

24. SPONSORS
CONFERENCE
COORDINATOR
LOGISTICS
DESIGN
PR &
MARCOM
INCREASE
DELEGATE
REGISTRATIONS
MAXIMIZE
MEDIA
COVERAGE
GUEST
SPEAKERS
SALES
MANAGERS
CONFERENCE
MANAGER
• Speaker Name + Title + Photo
• Speaker Bio
• Presentation Topic + Presentation Synopsis
• Presentation Slides
• Press Releases
• Feature Articles/
Interview Articles
• Website
• Conference
Agenda
• Speaker’s Info
• Presentation Info
INCREASE
SPONSORSHIPS
• E-NewsLetters
• Print Advertising
• Social Media
Posts
ATTENDEE
MANAGER
• Conference
Invitation
Design
• Conference
Kit Design
Printing
Deadlines
TECHNICAL
MARKETING
COMMUNICATIONS
ONSITE
MANAGEMENT

25. CONFERENCE COORDINATOR
SITUATION 1
Fastacash – A client of Ms. My Nguyen -
has confirmed to be Gold Sponsor of
Banking Vietnam 2014. Ms. My Nguyen
has asked you to send an email to
follow up with Mr. Bradley Prentice –
Fastacash Sales Director to collect
speaker information. How would you
write the email to Brad? In your writing,
please specify:
• Email Recipient + Email cc Recipients
• Email Title
• Email Content
• Attachment Files
QUICK
TEST
SITUATION 2
5 days after you sent the email, Brad gave
no reply. How would you follow up? How
would you write the next email to Brad? In
your writing, please specify:
• Email Recipient + Email cc Recipients
• Email Title
• Email Content
• Attachment Files
SITUATION 3
Braid said he is a bit busy these days and
he promises to send the info soon. You wait
and then still no info is sent through.
Printing deadline is in 3 days, what would
you do?

26. COPYWRITING
SKILLS
3

27. WHY
COPYWRITING?
Copy is the words written on marketing
material, such as websites, brochures and
leaflets. It can also be on sales letters, blogs,
press releases and adverts. It’s everywhere!
“Writing is one of
the most important skills
for all businesses!”
CREATE THE RIGHT IMPRESSIONS
Most business are likely to have the 1st interaction with its potential
customers via a copy. They need to make sure they create a positive first
impression!
Good copywriting demonstrates to the client that you are worth doing
business with. It should convince them, by the quality of your message,
that you can be trusted to do this service. If you offer the information a
customer is after but your writing is clumsy, they may appreciate your
solution but seek someone more professional to fulfill it.
BUILD TRUST AND ENHANCE REPUTATION

28. MARKETING
CONTENT
WEBSITE E-NEWSLETTERS PRESS RELEASES
ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA
POSTS

30. PRESENTATION
SLIDES
eGovernment
Symposium 2013

31. 10 CHARACTERISTICS
OF EFFECTIVE
MARKETING MESSAGES
1. Simple – less is more
2. Personal
3. Clear
4. Distinct
5. Focus on benefit (not
feature)
6. Use descriptive language
7. Present-tense
8. Action-oriented
9. Reference tangible
outcomes
10. Relate to your audience

32. 10 CHARACTERISTICS
OF EFFECTIVE
MARKETING MESSAGES
1. Simple – less is more
2. Personal
3. Clear
4. Distinct
5. Focus on benefit (not
feature)
6. Use descriptive
language
7. Present-tense
8. Action-oriented
9. Reference tangible
outcomes
10. Relate to your
audience

33. Put yourself in the reader’s shoes
q Does your website or brochure tell them what you do?
q Is it easy to understand?
q Is it written in a warm and friendly tone?
q Does it tell them how to contact you?
q And does it encourage them to buy from you?
HOW TO GET YOUR MESSAGE ACCOSS IN THE
BEST POSSIBEL WAY TO PERSUADE PEOPLE TO
BUY FROM YOU?
EFFECTIVE
COPYWRITING

34. AIDA MODEL
A start-to-finish approach for writing great content
Guide consumers along the EXPERIENCE FUNNEL
ATTENTION
Grabbing their attention, and getting them engaged, curious,
or excited enough to keep reading
INTEREST
Building interest in what you have to offer, to the point that they
start to relate this potential product, service, or information to
their own lives
DESIRE
Stirring their desire - The goal is to get them to want to purchase
a product, have an experience, or make a big step in their lives
ACTION
Push them over the tipping point so that they actually take
whatever action it is that you highlighted
A = ATTENTION
I = INTEREST
D = DESIRE
A = ACTION
EFFECTIVE
COPYWRITING

35. READING MATERIALS
READING 1
10 Steps to Effective Copywriting
Entrepreneur.com - Susan Gunelius, 2009
READING 2
How To Use The AIDA Formula To Boost Your Content Marketing Strategy
Forbes.com – Jayson DeMers, 2013
EFFECTIVE
COPYWRITING

37. INVITATION EMAIL
CALL FOR SPONSORSHIP
Write an email to invite IBM to become a sponsor
at Banking Vietnam 2014
In your writing, please specify:
• Email Recipient
• Email Title
• Email Content
• Attachment Files
QUICK
ASSIGNMENT
TIMING: 30 mins

38. GROUP
ASSIGNMENT
5

39. EVENT PROJECT: BIG DATA WORKSHOP 2014
No. of Group Members: 4 students
ASSIGNMENT
You will work in a group of four students in the role of CONTENT & MARCOM TEAM to
develop the conference agenda, sales kit, and some initial marcom materials for the
upcoming event project of IDG Public Sector: BIG DATA WORKSHOP 2014
Items to be submitted:
1. 1st version Agenda (Theme Briefing, Layout, Main Topics of Discussion)
2. Sales Kit: Event Overview, Sponsorship Proposal, Event Schedule, Attendee
Profile, Marketing Letter, Floor Plan
3. Marketing Materials: 01 e-newsletter, 02 Artworks on “Why should you attend”
and “Why should you sponsor” Big Data Workshop 2014?
ASSIGNMENT SUBMISSION
1. All the items requested need to be submitted by 5 pm on 23 Apr 2014
2. Each Group are also requested to do a sales pitch (in a business meeting context)
on 24 Apr 2014 to a pre-defined customer to sell sponsorships. Group members will
get feedback and responses from sales managers from IDG Public Sector

40. THANK
YOU