Increase Attendance to Your Events

Increase Attendance ( get different name)

Increase Attendance to Educational Events through Successful MarketingJuly 17, 2013

Elsa VelascoSociety of Exploration Geophysicists

Follow us on Twitter! #CESSE2013

Increase Attendance to Educational Events Increase Attendance to Educational Events Through Successful MarketingThrough Successful Marketing

Elsa E. Velasco Society of Exploration Geophysicists

July, 2013

A Story with Homework

Goal: To Understand Who, How and When


Marketing Activities Aligned With Strategy,

Works

“Value Drives Attendee Attendance”

Session Objectives

• How Do We Get More People to Attend Our Educational Session?

• Use a Stagegate®– Like Process to Establish Critical Marketing & Communication Components• Identify, Confirm, Develop & Execute

• Align Strategies, Tactics & Tools (Online & Offline) with Stagegate® Process

• *The Importance of Reading Disclaimers


How Do I Get More People?


Identify Concept Statement / Value

Confirm Market / Value and Product

Develop Ideal Audience Picture

Execute Tactics Timing and Logistics

1st I Exer

First Stage: Identify the Offering


Event / Offering Logistics

Name of Event

Date

Time

Location

Must Haves

Existing Beta

Product

Known Partially Known

Audience

Known Partially Known

Access

2nd graph

Second Stage: Confirm


Second Stage: Confirm (cont’d)

• Product• Strategy

• Define Value-Benefit (clear and sustainable)

• Tactics*• Competitive Benchmarking• Price Testing• Gap Analysis• Dig until you find the emotional

selling • Worksheet ESP


* assuming at least a partially known audience

ESP wkstProd.Val?Qual

Product Value Analysis

• Features & Benefits• Cost• Emotion• Functionality• Informational /

Digital or Physical

Product Characteristics

Follow us on Twitter! #CESSE2013Mkt Val /Charact

Market Value Analysis (Still Second Stage)

• Competitive• Virtual or Physical• Exchange – Goods

& Services• Supply / Demand


Market Characteristics

Strat/Tact

Second Stage: Confirm (cont’d)

• Market• Strategy

• Is there a Market?• Is There Money Being Spent on This?• Is there 3rd Party Validation?

• Tactics• Google• Amazon• Bing• Research White Papers, Industry Trends, Trade News

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Is There A Market?

• Is there a significant volume of interest?

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Tools


Is there a Market for This Product?

Online Tool

Online Tools

• Tool #1: Google Keyword Planner• Provides keyword search density per unit time• “Lots of searches, lots of interest” Half of the “is

there a market” question answered• Tool #2: Google CPC - Cost Per Click• Tool #3: Google Trends

• Offers long terms historical and future market trends based on keyword search volume

• Third party validation

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Google Keyword Planner

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Regional Analysis

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Offline Tools

• One on One• Journals• Interviewing Ad Agencies• Tuition Money• Trade Show• Websites, Associated Traffic• Media• Local Chamber• Survey

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• Provides $$ / click• Online

• Keyword Planner CPC• Offline tools

• paid programs (tuition) • Trade shows• Publications • Advertising Agencies


Is There Money Being Spent in This Space?

Keyw Pla CPC


Google Keyword Planner (CPC)

3rd par val

Does this have Third Party Validation?

• Savvy Customer- information overload

• Third Party Validation• Google search, white papers• Communities• Industry• Organizations / Associations


Is it Long Term?

• Fad v. Trend• Google Trends• Sustainable?• This is a

snapshot. Tons of others.

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CNG Trends & Forecast

Follow us on Twitter! #CESSE2013 St 3 Dev

Stage 3: Develop• Audience

• Who do I want to attract? • How does my target audience communicate?• Media of preference?• Match Channels of Communication -Target Market• Characteristics of target market

• unique• interesting• distinctive• intriguing• engaging• provocative• stimulating• helpful

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Develop Audience

Follow us on Twitter! #CESSE2013 WrkstWhen comm

Develop- When & How to Communicate

• When to communicate• Time of event and when to deploy contacts• Tool: autoresponder

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Timing Tools• Autoresponder E-Mail Campaign Series

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Social Campaigns

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Promotion Schedule

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Execution

• Why YOU Need to Come!

• CAST THE VISION• Where Marketing

Transitions to Increased Attendance

• Value Proposition is Created Here

• Message is Distributed

Follow us on Twitter! #CESSE2013Now You

Now You Know….

• How We Can Get More People to Attend Our Educational Session

• Use a Stagegate® –Like Process to Establish Critical Marketing & Communication Components

• Identify, Confirm, Develop & Execute

• Align Strategies, Tactics & Tools (Online & Offline) with Stagegate® Process

• And just in case,

Follow us on Twitter! #CESSE2013Disc

The Importance of Reading Disclaimers

This product is meant for educational purposes only. Any resemblance to real persons, living or dead is purely coincidental. Void where prohibited. Some assembly required. Images belong to incredibly smart people, smarter than me. List each check separately by bank number. Batteries not included. Contents may settle during shipment. Use only as directed. No other warranty expressed or implied. Beware of Dog. Cat is not trustworthy either. Do not use while operating a motor vehicle or heavy equipment. Postage will be paid by addressee. Subject to approval. This is not an offer to sell securities. Apply only to affected area. May be too intense for some viewers. Do not stamp. Use other side for additional listings. For recreational use only. Do not disturb. All models over 18 years of age. This material may or may not be all mine. Shading within a garment may occur. Use only in well-ventilated area. Keep away from fire or flame. Replace with same type. Approved for veterans. Booths for two or more. Check here if tax deductible. Some equipment shown is optional. Price does not include taxes. No Canadian coins. Not recommended for children. If condition persists, consult your physician. No user-serviceable parts inside. Freshest if eaten before date on carton. Subject to change without notice. Times approximate. Simulated picture. No postage necessary if mailed in the United States. Breaking seal constitutes acceptance of agreement. For off-road use only. As seen on TV. One size fits all. Many suitcases look alike. Contains a substantial amount of non-tobacco ingredients. Colors may, in time, fade. We have sent the forms which seem to be right for you. Slippery when wet. For office use only. Not affiliated with the American Red Cross. Drop in any mailbox. Edited for television. Keep cool; process promptly. Post office will not deliver without postage. List was current at time of printing. Return to sender, no forwarding order on file, unable to forward. Not responsible for direct, indirect, incidental or consequential damages resulting from any defect, error or failure to perform. At participating locations only. Not Justin Bieber. Penalty for private use. See label for sequence. Substantial penalty for early withdrawal. Do not write below this line. Falling rock. Lost ticket pays maximum rate. Your cancelled check is your receipt. Add toner. Place stamp here. Avoid contact with skin. Sanitized for your protection. Be sure each item is properly endorsed. Sign here without admitting guilt. Slightly higher west of the Mississippi. Employees and their families are not eligible. ontestants have been briefed on some questions before the show. Limited time offer, call now to insure prompt delivery. You must be present to win. No passes accepted for this engagement. No purchase necessary. Processed at location stamped in code at top of carton. Prerecorded for this time zone. Reproduction strictly prohibited. No solicitors. No alcohol, dogs, or horses. Restaurant package, not for resale. List at least two alternate dates. First pull up, then pull down. Call toll free before digging. Driver does not carry cash. Some of the trademarks mentioned in this product appear for identification purposes only. Record additional transactions on back of previous stub. Decision of judges is final. This supersedes all previous notices.

Now Go Get ‘em!



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Increase Attendance to Your Events