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Strategies For Attracting &
     Growing The Right Audience




                             1
Strategies for Attracting and Growing the Right Audience
3
4
5
Strategies for Attracting and Growing the Right Audience
Strategies for Attracting and Growing the Right Audience
Growth   Growth
Increase & Sustainability
It Happens




             10
Plateaus
Declining




            11
Plateaus




           12
Never learned
   how to
 acquire new
  customers


          13
More than
    new
customers –
 the RIGHT
 customers


         14
Depending
upon easy sale
   & past
 marketing
  methods.


                 15
•   Which groups do you provide
    programming for at your
    conference?
•   Who decides content/speakers
    for those groups?
                               16
Shotgun
Approach
All
things
 to all
people
Big box department store
    discounted quantity for masses
Content defined by committees
Laser approach
Highly amplified
Coherent focused beam
•   What is the primary objective
    of most conferences?



                                    22
Revenue - profits
Revenue - profits
Monetize over a long time period
Product Centricity




                     25
Product Centricity


More product you sell, cheaper it
becomes to produce, sell more &
make more money


                                    26
Most Conferences Have Product
     Centricity Mentality

The more content offered for all
stakeholders more likely people will
register


                                   27
Product Centricity – Shampoo Model




                                28
Product Centricity


Create a conference.
Market the conference.
Sell the conference.
Repeat.
                            29
Product Centricity
Tweak conference slightly




                            30
Cracks in Product Centricity

Attendees:
1. Demanding better experience.




                                  31
Cracks in Product Centricity

Attendees:
1. Demanding better experience.
2. Expect better ROI.




                                  32
Cracks in Product Centricity

Attendees:
1. Demanding better experience.
2. Expect better ROI.
3. Like free agents, loyalty is fickle.



                                          33
Product Centricity Vulnerable


Way you’re planning conferences more
vulnerable than in past.




                                  34
In The Past - Stacked Deck

Expertise in industry.




                             35
In The Past - Stacked Deck

Expertise in industry.
Info delivery models that secured
market share.




                                    36
In The Past - Stacked Deck

Expertise in industry.
Info delivery models that secured
market share.
Few competitors



                                    37
Perfect Storm




                38
Perfect Storm

1. Easy access to experts today.




                                   39
Perfect Storm

1. Easy access to experts today.
2. Info widely available online.




                                   40
Perfect Storm

1. Easy access to experts today.
2. Info widely available online.
3. Increased competitors.




                                   41
Not all registrants created equally




                                 42
Customer Centricity




                      43
Customer Centricity




Focusing on the right customer for
      strategic advantage.           44
Customer Centricity
Not a philosophy




                             45
Customer Centricity
Not a philosophy
Not customer service




                             46
Customer Centricity
Not a philosophy
Not customer service
Not being nice to customers




                              47
Customer Centricity
Cannot be fostered via mission/guide




                                   48
Customer Centricity
Cannot be fostered via mission/guide
Strategy: align topics with needs,
solutions for most valuable customers




                                    49
Customer Centricity
Aim: more profits for the long term




                                      50
Is customer always right?




                            51
Is customer always right?
Right customer always right!




                               52
Two Types Of Conf Customers




                          53
Two Types Of Conf Customers
1. Good customers
2. Everyone else




                            54
Your Org Better Served If




                            55
Your Org Better Served If

1. Spent more time on attracting right,
   good customers for your conference.




                                    56
Your Org Better Served If

1. Spent more time on attracting right,
   good customers for your conference.
2. Right customers hold key for long
   term profitability.




                                       57
Your Org Better Served If

1. Spent more time on attracting right,
   good customers for your conference.
2. Right customers hold key for long
   term profitability.
3. Right customers give strategic
   advantage over competition.

                                       58
•   How would you identify the
    right customer for your
    conference planning?


                                 59
Economic Buyers
Economic Buyers
Decision-Makers
Economic Buyers
Decision-Makers
Market to grow
•   Are these companies customer
    centric?
    Nordstrom
    Starbucks
    Walmart
                               63
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.




                                     64
Customer Centric?
Nordstrom, Starbucks, Walmart don’t
collect long-term data about their loyal
customers.




                                     65
Identifying Right Customers
Requires data collection




                              66
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring




                                    67
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits




                                    68
Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
Investing in tech & staff to collect, sort



                                        69
Product Centric Conferences
Develop and sell education sessions
they think their customers want.




                                      70
Flip The Conference Model




                            71
Flip The Conference Model
Customer Centric Conferences develop
& sell education sessions they KNOW
their customers want.




                                      72
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems




                                    73
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation




                                    74
Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation
Requires audience segmentation



                                    75
Customer Acquisition
Sales & marketing processes used




                                   76
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits




                                   77
Customer Acquisition
Sales & marketing processes used
Includes staff time & benefits
Web, print, postage, pr, social media




                                        78
New Customer Acquisition
Costs 6-7 X more than loyal customers




                                    79
Conference Example
Attendees:   1,600
Revenue:     $1,116,338




                          80
Conference Example
Attendees:   1,600
Revenue:     $1,116,338




                          81
Conference Example
Attendees:   1,600
Revenue:     $1,116,338
Marketing: $342,000
Speakers:    $70,000



                          82
Conference Example
Attendees:   1,600
Revenue:     $1,116,338
Marketing: $342,000
Speakers:    $70,000
Marketing is $214 per attendee
Experience is $44 per attendee
                                 83
Acquisition Cost Of New
Customer Vs Loyal Ones




                     84
Most orgs do not measure LTV
LTV: Life Time Value Of A Customer




                                     85
Most orgs do not measure LTV
Mailbox members/customers




                               86
Most orgs do not measure LTV
LTV: Life Time Value
Total number of events attended 3 yrs
Add the amount of revenue
Compare customers



                                    87
Unbalanced Conference Model




                          88
Balanced Conference Model




                            89
Who Is Your Ideal Target Market
For Conference Growth?
91
92
93
Strategies for Attracting and Growing the Right Audience
•    dmourati       •   Jeremy Brooks   •   Kayser1
•   loungeri        •   minipixel       •   Corporate Monkey
•   Leo Reynolds    •   stevendpalo     •   eMagic
•   Vizzzual.com    •   maubrowncow     •   Mad-King
•   Eiser Bahner    •   AESUM           •   Bobby Gret
•   Kehm            •   Brutualsocal    •   Stevetookit
•   Kevin Rouhte    •   loriegreig      •   twm1340
•   Gin_able        •   kahlladibath    •   ChicagoGeek
•   Abbyladybug     •   pouwerk         •   Jesse Draper
•   vermininc       •   yersinia        •   Storybehind
•   Johnny Vulcan   •   greekadman      •   Moriza
•   neys            •   Naill Kennedy   •   Juhansonin
•   coofdy
•   clagnut         • jordigrails
•   sanctu          • gino
jhurt@velvetchainsaw.com
   velvetchainsaw.com
        @JeffHurt

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