Seminars - The Marketing Challenges Workshop

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Date/Time:

09 Nov 2010
08:15-13:00

Seminar Details

ABOUT THE WORKSHOP

The Marketing Challenges Workshop (MCW) was created to address the hardest challenges, which marketing practitioners are facing. Given the tougher economy and difficulty in the attracting and keeping quality audiences for market leading conferences and expositions, marketing professionals have an urgent need to find timely solutions to hit market attendance goals.

Warwick Davies, and industry leading consultant and recent practitioner of world renown events, such as Macworld, has boiled down this difficult topic into an afternoon of power-packed, and solutions based programming that the attendees can use upon return to the office. Topics to be addressed will include: how to deliver key buyers, extending database resources by developing successful affiliate marketing programs, building marketing programs, which ensure buyers pay for content, and how to successfully integrate social media initiatives into existing marketing programs. This workshop is a great add on to the full conference for marketing practitioners.

Register here

CLASSES:

8:15 am Opening Discussion
8:30 - 9:30 - Session 1 - Delivering Key Buyers
9:40 - 10:40 - Session 2 - Affiliate Marketing-How to Extend your Marketing Database
10:50 - 11:50 - Session 3 - Making A Positive First Marketing Impression: Converting Website Viewers to Event Attendees
10:50 - 11:50 - Bagged Lunch
12:00 - 1:00 - Session 4 - The Five Steps to Long Term Social Media Success

SESSION DESCRIPTIONS:

Delivering Key Buyers

With RD Whitney

One of the toughest marketing challenges for events is not only to deliver an audience, but to deliver the RIGHT audience. For a tradeshow this is even more important given the number of visitors and delegates that come to your event which may have little or no buying authority. How do you build marketing programs which will get the attention of decision makers and engage them to act?

This session will help you build a strategy to:
• Engage and get decision makers to register for your event
• Build hosted buyer programs
• Harness the loyalty programs coming directly from your marketing

Affiliate Marketing - How to Extend your Marketing Database

With Rick Calvert

Is your database a finite (or even worse) a declining resource? Are you struggling to build new delegate and visitor leads for your event? Are you unable to figure out how to leverage partners when you can’t directly access their customers and prospects? The answer to all of these problems could be Affiliate Marketing- The art of incentivizing your media(and other) partners to extend the reach of your marketing efforts.

This session will help you build a strategy to:
• Figure out the types of partners to engage and how to do it
• Work out agreements which incentivize partners and get results for your marketing efforts
• How to effectively measure your programs

Making A Positive First Marketing Impression: Converting Website Viewers to Event Attendees

With Chris Justice

Event websites are the primary method to engage with past and future attendees. Your event website will be your headstone of success so how do you make your site informative, useful and ageless? In this session, we'll cover ten of the forty elements of Successful Website Tips Which Convert Viewers in to Attendees. You'll learn how to guide the design, production and features of your event website to ensure the maximum functionality and flexibility, all on a budget. We'll also discuss the three immediate reasons your event website should be designed for mobile users first and for the rest of the web last. Each attendee will also receive a copy of the 40 Critical Elements of a Successful Event Website.

This session will help you build a strategy to:
• Make an excellent website 'first impression'
• Make a mobile 'friendly' website
• Do all of the above on a tight budget

The Five Steps to Long Term Social Media Success

With Warwick Davies

How do you get started with social media in your event marketing strategy (or renovate a project that is floundering)? The key is to approach social media from the top down. This session will provide you with a blueprint to harness the power of social media. Learn how to stop trying things that won't work given your event positioning, the needs(and attention span) of your prospects, customer and community members.

This session will help you:
• Discover the eight "rules" of social media for events.
• Learn how to build a target persona and why.
• How to determine what strategy to use (Content, Inbound Link, Pay per Click, SEO)
• How to measure your results and justify the expenditure to your boss