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Gcsae growing ann. mtg attendance in a challenging environment2
- 1. Growing Annual Meeting Attendance in a Challenging Environment GCSAE Meeting | May 10, 2012
- 2. It is not about You… It’s about your attendees! GCSAE Meeting | May 10, 2012
- 3. Ideas to Grow Attendance No Brainer/Do Now Luv!/Need Help Great/Won’t Happen 1._____________ 1._____________ 1._____________ _______________ _______________ _______________ 2._____________ 2._____________ 2._____________ _______________ _______________ _______________ 3._____________ 3._____________ 3._____________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ _______________ GCSAE Meeting | May 10, 2012
- 4. Membership changes. Shouldn’t your marketing? GCSAE Meeting | May 10, 2012
- 5. Key Changes 1. How and when we talk to attendees 2. Expanded conversations with potential attendees 3. Better ties to other NACS departments GCSAE Meeting | May 10, 2012
- 6. Key Changes 4. Provided better consistency of messages 5. Enhanced the event experience 6. Told a better story GCSAE Meeting | May 10, 2012
- 7. GCSAE Meeting | May 10, 2012
- 8. GCSAE Meeting | May 10, 2012
- 9. Great communication is like a great first date – don’t monopolize the conversation. How great to not hear sports stories all night I love that she listens. GCSAE Meeting | May 10, 2012
- 10. How and When GCSAE Meeting | May 10, 2012
- 11. How and When • State benefits instead of features – We vs. You – So What? GCSAE Meeting | May 10, 2012
- 12. GCSAE Meeting | May 10, 2012
- 13. How and When • Showcase photos and quotes in marketing “The cap swap was great! I love meeting new people and sharing stories about our school!” GCSAE Meeting | May 10, 2012
- 14. How and When • Review marketing and promotions timeline – Market your show year-round! From Designboom.com on Pinterest GCSAE Meeting | May 10, 2012
- 15. Expanded Conversations • Use demographics to target market GCSAE Meeting | May 10, 2012
- 16. Expanded Conversations GCSAE Meeting | May 10, 2012
- 17. Ties with Others Where else do you promote your event in your association? GCSAE Meeting | May 10, 2012
- 18. Ties with Others • Membership renewal • Your magazine or newsletter • All! GCSAE Meeting | May 10, 2012
- 19. Ties with Others • Special event • Your digital magazine or e-newsletter • All! GCSAE Meeting | May 10, 2012
- 20. Ties with Others • Vendors GCSAE Meeting | May 10, 2012
- 21. Better Consistency • Clear, timely, and relevant GCSAE Meeting | May 10, 2012
- 24. Better Consistency GCSAE Meeting | May 10, 2012
- 25. Better Consistency • Call to action – Urgent (if appropriate) – Easy GCSAE Meeting | May 10, 2012
- 26. Better Consistency • Targeting GCSAE Meeting | May 10, 2012
- 27. Better Consistency GCSAE Meeting | May 10, 2012
- 28. Know Your Audience GCSAE Meeting | May 10, 2012
- 29. Event Experience Capitalize on the great on-site experience! GCSAE Meeting | May 10, 2012
- 30. Event Experience • Involve staff and members to help make improvements GCSAE Meeting | May 10, 2012
- 31. Event Experience • Make a connection GCSAE Meeting | May 10, 2012
- 32. GCSAE Meeting | May 10, 2012
- 33. Event Experience • Make a connection – Volunteers – New members, lone attendees, first-timers – Receptions GCSAE Meeting | May 10, 2012
- 34. GCSAE Meeting | May 10, 2012
- 35. Event Experience Receptions bring together old friends! Help the newbies connect too. GCSAE Meeting | May 10, 2012
- 36. Event Experience • Involve your Exhibitors GCSAE Meeting | May 10, 2012
- 37. Event Experience • Use strong testimonials GCSAE Meeting | May 10, 2012
- 38. Event Experience “(The MIA was) able to get us full access to a variety of facilities on this tour that normally would not have been possible. The atmosphere fostered comradery and networking with others in the industry.” — David Castellucci, Kenneth Castellucci & Associates, Inc. GCSAE Meeting | May 10, 2012
- 39. How do you solicit quotes? Interviews Questionnaires Committee Members Your Board The Secret: Write it for them! GCSAE Meeting | May 10, 2012
- 40. Event Experience • Encourage, engage, and let go – Social Media! – Facebook – Twitter – LinkedIn GCSAE Meeting | May 10, 2012
- 41. Event Experience – YouTube http://youtu.be/v1WxG12mefk GCSAE Meeting | May 10, 2012
- 42. Event Experience • Interactive and engaging – Encourage participation! GCSAE Meeting | May 10, 2012
- 43. Event Experience Where are your attendees? • LinkedIn • Facebook • Twitter • Pinterest • Your private social network How else are you engaging? 25 Ways To Use Social Media For Your Next Event GCSAE Meeting | May 10, 2012
- 44. Event Experience • New mobile site “The mobile site kept me up-to-date about where I should be and at what time. I could have managed without anything else.” CAMEX Survey Respondent GCSAE Meeting | May 10, 2012
- 45. Event Experience • Social Media Hub GCSAE Meeting | May 10, 2012
- 46. Event Experience • Microsite GCSAE Meeting | May 10, 2012
- 47. Event Experience GCSAE Meeting | May 10, 2012
- 48. Tell a Better Story It is easy to forget that your volunteers are people first. Membership and attendance at your event may be lower on their priority list. GCSAE Meeting | May 10, 2012
- 49. Tell a Better Story Members are our story GCSAE Meeting | May 10, 2012
- 50. Stories in Photos GCSAE Meeting | May 10, 2012
- 51. GCSAE Meeting | May 10, 2012
- 52. GCSAE Meeting | May 10, 2012
- 53. GCSAE Meeting | May 10, 2012
- 54. GCSAE Meeting | May 10, 2012
- 55. GCSAE Meeting | May 10, 2012
- 56. Outcomes for last five years: GCSAE Meeting | May 10, 2012
- 57. It’s about them… GCSAE Meeting | May 10, 2012
- 58. Thank You! Resources to check out: Ron Rosenberg , Consultant Seth Godin President, QualityTalk, Inc. Writer, Speaker, An Agent of Change ron.rosenberg@qualitytalk.com www.sethgodin.com www.qualitytalk.com Seth’s Blog Velvet Chainsaw Consulting www.wordle.net http://jeffhurtblog.com/velvet-chainsaw/ 25 Ways To Use Social Media For Your Next Event Presentation to share: www.slideshare.net/NACSorg Contact info for questions/comments: Wendy Holliday Anne Mendenhall Vice President, Marketing and Member Services Director, Marketing Communications National Association of College Stores National Association of College Stores Ph: (800) 622-7498, ext. 2303 Ph: (800) 622-7498, ext. 2479 wholliday@nacs.org amendenhall@nacs.org GCSAE Meeting | May 10, 2012
- 59. Do you have a Seth Godin’s Blog people strategy? April 26, 2012 Hard to imagine a consultant or investor asking the CMO, Questions to ask about “So, what's your telephone strategy?” your Event Promotions: We don't have a telephone strategy. The telephone is a tool, a simple medium, and its only purpose is to connect us to 1. Is the headline working? interested human beings. 2. Is there a call to action with contact information? And then the Internet comes along and it's mysterious and suddenly we need an email strategy and a social media 3. Can you target the message to strategy and a web strategy and a mobile strategy. key groups? No, we don't. 4. Is there a testimonial? 5. Are you using member and It's still people. We still have one and only one thing that event photos instead of stock matters, and it's people. photos? All of these media are conduits, they are tools that human 6. Are you trying to do too much beings use to waste time or communicate or calculate or in one piece? engage or learn. Behind each of the tools is a person. Do you have a story to tell that person? An engagement or a benefit 7. Is there too much about you? to offer them? 8. What does your attendee want to hear/see? Figure out the people part and the technology gets a whole lot simpler. GCSAE Meeting | May 10, 2012
Hinweis der Redaktion
- Wendy – openThank you for joining us today. While we say growing attendance at your annual meeting, much of this applies to any type of in-person experienceWe really enjoy working with our meetings department, updating our marketing to help build attendance. We are pleased to share with you today the significant changes that we’ve made over the past five years. Keep in mind two things: no amount of marketing can overcome poor education or a lackluster eventAnd…
- AnneIt is not about You…It’s about your attendees!
- AnneToday we’ll present some ideas for you to consider for your meeting or event. When you hear an idea that interests you, write it down on your handout under the appropriate column: a “No Brainer” that you can implement right away, something you’d love to do but it would take partners, or a great idea but you doubt you’d be able to implement anytime soon.
- WendyNot easy to changeBut you would not still have a wives' program today during your show, why do we market the same?
- Wendy – do not expandWhen it comes to meeting attendance building, NACS has made changes in key areas:1. How and when we talk to people2. Reaching prospects – ensuring that our prospect database was constantly being updated 3. And involving other internal departments
- Wendy – do not expandWe changed – 4. the consistency of our messages5.capitalized on the great on-site experience6.and told a better story.Attendance Building is really about understanding your attendee, sending the right message or offerAnd reaching the person where and when they are ready for your message.It’s the story you tell.
- WendyFor NACS – we’ve been around awhile and
- WendyNow our average member is a 55 year-old woman so our messages are very different…different but the same. The same basic services that existed in the 1930’s exist today, but our message is different – building attendance is different.
- WendyWhat do we think of someone that only talks about themselves?Dropping names is like listing only features. Comes across as bragging. Instead understand who your audience is and talk to them on the benefits you offer. Listen to their needs and reflect it in your writing.
- AnneLet’s start with #1Look at what you are doing and when. How many have materials like this? <RAISE MY HAND> We do too! This is one of ours…Why do we put our logo or program name as the most prominent piece on the page? We think it is the most important thing!!!Is it the most important thing to the potential customer?No!!Why not have the something you can help them with?
- AnneInstead, change the language on anything you create from features to benefits –what’s in it for your attendee, not details on your companies accomplishmentsMarketing Consultant Ron Rosenberg says to do this exercise: <POINT TO SAMPLE>-use blue to highlight when you use your Company Name -yellow when talking about yourself – we/we’ve-green when talking about your customers or prospects One green area but they are actually insulting their prospects!If you see lots of blue & yellow, change them to green!Think about the “So What”: (another idea from Ron)Why should they care? How does it help them?
- AnneGreat example in Positively Clevelandmagazine:-great headlines-focus on the benefits vs features/the so-what They also tell a story – we’ll talk about that shortly
- Wendy2. Take more attendee photos and use them and member quotes in your marketing materials.Simple, fun and members love seeing photos of themselves. At least ours do!
- AnneTo build your attendance,review your marketing and promotion timelines. when we took a look at ours we saw that the preview program was hitting their in-box around Thanksgiving and near the beginning of some stores’ Winter break– so we moved the date back almost 2 months.Don’t let internal schedules dictate how you market your event – attendance will sufferMarket year-round on web, in your magazine, on your social sites. Start your promo cycle with a SAVE the DATE for next year’s event, and end it with photos and takeaways a couple weeks after the meeting. Then begin the cycle again!
- Wendy#2Can you separate your messages into different demographics?We use between 7 and 11 separate demographics with targeted messaging to each oneThis particular piece was targeted to our larger store members that usually send 2-3 people to our event. We wanted those three and more. It does not really cost us anything to give out the trade show registrations and that is what we did.
- WendyIf you don’t have the time for 7 messages – start with two and deliver them in the best possible way.Mailing to those you don’t have emails for but need to reach, and email to other with links (i.e., include links your airfare and travel pages for easy access to discounts)
- AnneHow many have an event that could be considered the most important thing your company does annually? <RAISE HAND>How are you using this fact within your company? #3 Tie it with other areas of your company.
- AnneDo you publish a magazine or newsletter? Do you have members?What about false covers on the magazines or special envelopes with event information sent with the newsletters?Build your attendance by tying your membership renewal with advertising to attend your event.
- AnneDo you also have a digital magazine or e-newsletter?What about a digital belly band for the e-magazine and banner ads for their e-newsletters?
- WendyHow about Vendors?What does your membership or ad sales send to vendors? Get your message there too!And cross-promote on your website, in education or training courses, and in videos.We all want to have that 100 company wait list to get a booth in our event!
- WendySometimes a reminder of the basics helps keep us on track.And being able to share these basic ideas with your staffs is helpful. Look at everything that leaves your department as a potential sales piece. Whether it is to exhibitors or attendees, what and how you say things impact participation rates.#4 Your message:Is it clear – relevant – timelyDoes it have a great headline? One that means something to your member?
- AnneI encourage you to pick a logo – choose your color palette, use a Call to Action,Stay away from changing themesAnd stick to it! Coke or Pepsi would never change their logo and colors every year – why do we do so with events?Save this for pins or special event themes.Even these simple changes can build your attendance – and as a bonus save staff time.
- AnneDoes your piece have a prominent call to action? Does it need to be urgent? Sometimes.And it should be easy to understand!
- AnneSometimes your key messaging should change based on demographics.This piece was for buyers not associated with college stores so we changed the words “college students” <POINT TO ON SLIDE> to: “18- to 24- year-olds” to focus on their type of customer. A subtle difference but important for the target.
- AnneHere are 2 similar email promotions.<POINT>offer to stores in west coast area w/ specific details about airline discounts to SLCoffer to community colleges with a testimonialEmails -- post cards – advertising. Everything you do should be targeted – within reason.
- WendyInstitute of Food Technologists525 W. Van Buren, Ste 1000 Chicago, IL 60607Phone: +1.312.782.8424 |
- Wendy#5Show off what attendees and vendors love about your show/meetingIn-person – remind why this is greatIf you survey them after the event, what scores highly? Promote it!Where are the issues? Fix them!
- WendyEven the little things can add to the experienceICBA - starsWhere are the issues? Fix them!Involve staff - and members – to help make improvements year-to-year.Here’s a badge insert with phone #s for staff, hotel #s, onsite #s, first aid, shuttle info, and our social networks.It’s easy to carry behind their badge and they use it!
- AnneNothing can replace the experience of in-person events. There is laughter and sharing and commiserating with those around us.
- AnneEnsure that your on-site event is making a connection. Provide opportunities for relaxing, networking, and catching up with old friends.
- WendyWork in Casino and hotel comments – bus rides – check in desksMake it personalThe connection of events lies beyond the actual transaction of registration. You provide people the opportunity to have fun while they are “working” at your event. Look how happy Randy is to find his picture in the lounge.Reach out to those attending on their own for mentoring, networking, and more.Change it up and try something new – Happy Hour in SLC! At NACS we know that if I can keep a member for 3 years, we will most likely have them forever. Our event is a large part of that connection. On average our CAMEX attendees have been to CAMEX for the past 8.8 years. <check stat> So don’t just advertise. CONNECT to build attendance and keep them coming.
- WendyExtend the in-person throughout the yearSurprise them!TexterityWrite appsPersonal message from president – not slick but authenticNot promoting products; providing links to free apps that their customers may enjoy
- AnneOn average our attendees have been to CAMEX for the past 8years. But we also have a large number of attendees near retirement so engaging the younger set is crucial. We have a 20/30 Club that meets face-to-face at our event, and meets virtually the rest of the year.At NACS we know that if I can keep a member for 3 years, we will most likely have them forever. Our event is a large part of that connection. So don’t just advertise. CONNECT to build attendance and keep them coming.
- AnneAnd for vendors, if we keep them as a member for 5 years, we will most likely have them forever. So we try to involve them with:-Giveaway opportunitiesYou can’t always be the one to pay for the free stuff. Also involve them with volunteer opportunities when appropriate. <POINT TO PIX>Here we had both exhibitors and store members stuffing our event welcome bags!If you have exhibitors or sponsors, involve them. It is a win winwin situation. For you, the vendors, and the attendees.
- WendyIt is about you – but someone else is saying it.
- Question to group – how do you get your quotes?Marble Institute
- WendyWrite it yourselfWe used to have a form like this. Not the greatest results. We still use from time to time, but the best way is to have your staff listen and if you hear something positive ask if you could use their comment. Write a draft, get their permission and use. This type of form could be a good starting place, but don’t rely on it – get out there and talk to your people.
- AnneSocial networking is now a key part of any marketing plan.How many of you use LinkedIn for your event? <RAISE HAND>Facebook?Twitter?Other?You can create a Facebook fan site for your meeting and then create a Facebook event. It’s great to use whether you have 400 attending or 400K. Use Twitter to announce specials deals or important updates during a meeting. And make sure to use a hashtag and promote it on signage, presentations, your web, etc.If you use Pinterest, use your Twitter hashtag in your photo captions and link your pins to Facebook.
- AnneYouTube is great for showing short videos of your meeting and special events. We did “non-professional” one for our opening night reception and shared it on Facebook.You can also use YouTube to post videos that relate to your members, not specifically to your event and use them all year long!Our video team tied in the messaging from our event’s motivational speakers--with our focus on celebrating our stores and student--to create 3 videos. Here’s one of them.
- AnneUse Social Media to start conversations and connections.Our attendees love to get a new pin every year at our event. It’s a big deal. So two years ago, we posted options on FB for them to vote on—a nice crowdsourcing exercise!They had a great time so we did it again this year. Now it’s something they look forward to…and we still have people bring up the design that didn’t win when they pick up their pin.
- AnneSo many of us get caught up in social media being separate from our goals and our event, when actually, it is where your audience is – so let’s talk to them.Where are your members?How else are you engaging them?<If time, go to link. If not, tell them to click on later>Link is to Velvet Chainsaw Consulting blog – great example of ways to use interactive copy for your event
- AnneGoing mobile - this space is evolving fast.This year our IT dept. developed a mobile web site so attendees could easily use their show scheduler (daily planner) and search exhibitors and sessions on their mobile.With onsite promotions in our signage, program guide, and a pre-show email, we had more than 300 unique visitors with 1,300 views.
- AnneInvite attendees to join in on the conversation with you and each other.We created one place where attendees could link to all of our SM pages, our microsite, and even check the weather for our event’s location – we called it our Social Media Hub.
- AnneSLC Convention & Visitors Bureau created this microsite for us. We linked to this from our event’s Travel page, the social media hub, e-mails, and more. We had more than 1,200 visits to the page from Sept-March, with the majority during the event.Ask your location’s CVB for help! Most have these now.
- AnneWhat do your members/attendees need to hear? when do they need to hear it?Our attendees still love our web site and we had more than 355,000 views and 217,000 unique visitors for this year’s event. We keep past attendees and registrants up-to-day with monthly emails, and changed the landing pages to coordinate with the emails. We use other vehicles – like e-newsletters and advertising – to complement the messages.
- Wendy#6We have a volunteer lounge and photos of volunteers are collected and posted. The first year I solicited photos, I thought I would receive a lot of headshots. Not so…this is our incoming board president.Using photos from your event helps you personalize the feel of the message.
- AnneBe selective in your photos – are they representative of your industry? Are you trying to expand your membership?
- AnneWe try to represent our diversity And we try to use more 20 and 30-somethingsso we can engage the next generation of attendees.
- WendyKnowing your audience is keyWe average 57 year old females – so this brings an ahhhh and reminds them of their grandkids
- WendyBut then again their not dead – so this works too
- WendyFor NACS – we made these changes and attendance has increased. Now I am not saying that you change a few marketing pieces and your problems are solved, but how you speak to your potential attendees, will affect their interest levels.Outcomes for last five years:1. Attendance: All 5 in top 24 since 1974, 4 in top 15, 2 in top 5 2.Positive memberfeedback on quotes and photos3. Earlier registrations4. Largeruse of the hotel block5. Sold out booth space6. 10 times increase in sponsorship net revenue
- WendyGrowing your attendance is not an event strategy…it’s a people strategy. It’s everyday and EverybodyAnd marketing to your “people” – your members – is not a department’s job. It’s everybody’s job.<refer to handout>
- <part of handout>
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