About Us@wenholliday

@DonnaKastner

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About You

4

Learning Objectives

Which

intrigues you

most?

9

Your Turn

1.COLLABORATE:Meeting & Marketing teamwork to grow key segments.

2.TARGET + MATTER:Connect conference benefits with critical problems top targets must solve.

3.EXTEND VALUE:Increase value runway beyond the event itself to increase engagement throughout the year.

Problems to solve?

How will your conference help them improve?

Opportunities to seize?

What are their most critical needs?

Identify Target Segments

Top concerns for leadership?

Issues keeping them up at night?Pain points?

16

Your Turn

Message MapsWhat does your map look like?

Challenges, Opportunities, Value Prop, Offers?

THINK WRITE SHARE

Marketing to YOU: PCMA Convening Leaders

Better Consistency

8 Organizations to Emulate

Taglines to Increase Attendee Mattering

Event Microsites

Social Media Hubs

Header – logoShould include your event location, dates, and tag line if using one.

Registration Agenda Exhibitor List Why Attend?

Headline

Sentence-------(hook to draw reader in)---------------------------------------------------------------------

• Benefit 1

• Benefit 2

• Benefit 3

Closing---------------------------------------------------------

Photo

Connect Blog

New This Year Foundation

Photo Photo

29

Your Turn

Email Template

Discuss your template with your neighbor.

What’s working and not working?

THINK WRITE SHARE

“57% of a typical purchase decision

is made before a customer even talks to a

supplier.”

CEB Study

1,400+ B2B customers

Defining

Targets

and

Value

Sweet

Spot

Shotgun Approach

All things to all

people

OthersOthers

Top Targets

OthersOthers

Tips more decisions to attend

Attendance Loyalty

• Feel obligated to attend

• Tattoo on the arm

• Measure success not in years, but in # of badge ribbons.

• Board members, retired/life members, committee participants, chapter leaders

• Justification story is based on volunteerism, passion and status.

The Lifers

• Commonly found at meetings where speakers, speak to speakers.

• Academics seeking points for tenure or being published.

• Meeting often has posters as consolation prize.

• Their ticket to the meeting.

• Exhibitors and sponsors view them as influencers.

The Professors

• Primary goal is thought leadership.

• Sometimes guilty of doing a sales pitch.

• May consider upping their ante after getting on the program.

• Big play for consultants and freelancers.

The Content Marketers

• AKA companies that

should exhibit

• Interested in

networking & BizDev

The Ambushers

• Get ‘em when they’re young

• Students, Residents, etc.

• Exhibitors don’t value

• Low contribution margin

• Sophomore Play

The Rookies

• Expo floor only

• Low investment

• Aisle density

• Good candidates for

nurturing & upselling

The Window Shoppers

• True buyers of your

networking & education

experience

• Rarely attracted by CEU’s

• Segment here and design

education to attract them

• Others will follow

Investor Participants

• What audience groups

do you segment and market

differently to today?

46

So What?

Tell a Better Story

Are Members Your Story?

Promotion Focus Prevention Focus

Are one of these Mindsets more dominant?

Marketing messages that resonate are polar opposite

*Source – Columbia University Motivation Science Center

Approach Pleasure

Avoid Pain

Prevention vs. Promotion

“The cap swap was great! I love meeting

new people and sharing stories about our

school!”

Get Them To Pause

Affiliate/Chapter Incentives

Create a Sense of Belonging

Publish “Who’s Coming?” List

VIP EXPERIENCE – INVITE ONLYVIPEXPERIENCE

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