Asae 2011 -butts in seats show

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Scott Oser Associates, Inc.

This presentation was given at ASAE 2011. Great case study on how to get attendees to come to your meeting (butts in seats!)

Business News & Politik

Butts in Seats— We Got ‘Em! Presenters: Lisa Claydon ■ KiKi L’Italien ■ Scott Oser

Welcome! ,[object Object]

Event Background

Marketing Background

Goals for SPI 2010

2010 Strategy Development

2010 Tactical Implementation

Results and Lessons Learned

Q&A,[object Object]

Growth has been exponential

Now largest B2B solar event

in North America

2010 attendance = 27,000,[object Object]

overall strategy

consistency

tracking

teamworkTactics ,[object Object]

ads

email

partnerships

direct mail,[object Object]

Continue growth

Bolster show’s stature as the largest B2B solar event in North America

Attract more participants from all over the world

Create a marketing plan template for future shows,[object Object]

Project management

Concepts, copy, graphic design

Website & social media

Direct mail and email campaignsScott Oser ,[object Object]

Primary client interface

Project management

Partnership coordination

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A DAY IN THE LIFE OF A SALESMAN / WOMAN

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Asae 2011 -butts in seats show

1. Butts in Seats— We Got ‘Em! Presenters: Lisa Claydon ■ KiKi L’Italien ■ Scott Oser

2.

3. Event Background

4. Marketing Background

5. Goals for SPI 2010

6. 2010 Strategy Development

7. 2010 Tactical Implementation

8. Results and Lessons Learned

9.

10. Growth has been exponential

11. Now largest B2B solar event

12. in North America

13.

14. overall strategy

15. consistency

17.

20. partnerships

21. social media

22.

23. Continue growth

24. Bolster show’s stature as the largest B2B solar event in North America

25. Attract more participants from all over the world

26.

27. Project management

28. Concepts, copy, graphic design

29. Website & social media

30.

31. Primary client interface

32. Project management

33. Partnership coordination

34.

35. Social media implementationSPI Staff

36.

37. Shared knowledge among team members

38. Weekly meeting

39. Marketing team

41.

42. Define target markets

43. USP—Create themes & messaging

44. Determine tactics

45. Determine resources required

46.

50.

51. 8.5x11, 12-pages

52.

53.

54. Banner ads on website(s)

55. Promotions in e-newsletters

57. Industry publications

59. E-newsletters

60. Switched out ads to keep fresh

61.

62. Advertising

63. Advertising

64.

65. Advertising

68. E-newsletters

69. Email list usage

70. Publication distribution

71. Limited availability

72.

75. Conference Social Media

76. Conference Social Media

77. Conference Social Media

78. Conference Social Media

79. Conference Social Media

80. Conference Social Media

81. Conference Social Media

82.

85.

86.

87. Strong project management is vital

88. Consistency is necessary, but change is good

89. Integrated, multi-layered tactics work

90. Reach prospects how they want to be reached

91. Clear role definition is essential

92.

Hinweis der Redaktion

Creation (SEIA and SEPA)Years heldLocationsAttendance numbers
2009—complicated with multiple separate sites and platforms Developed new site—concept, content and navigation Social media prominent feature on all pages—incl Twitterfeed in left margin and highlights in Hot News HOT NEWS...Home page highlights continually freshened up Content updated constantly to support email & social media campaigns Client added session, speaker and exhibitor data
Engage tab on top navigation barTo make it easy to find SPI on social platforms, an Engage page was created. All things social media for SPI were accessible in one place.