CONTENT IN EVENT MANAGEMENT CONTEXT

CREATING, DISTRIBUTING & SELLING  

IDG ASEAN, Oct 2013 Presented by: Annie Hoang

1. Why CONTENT matters? 2.  CONTENT MANAGEMENT at IDG ASEAN?

3.  Putting Things Together!

4.  Content & Marcom Team

5.  Group Assignment

AGENDA

SPONSORS

SPEAKERS

ATTENDEES

MEDIA

HIGH QUALITY AUDIENCE

PROFILE

GREAT CONTENT

VALUES

HIGH

SERVICE QUALITY

REVENUE & PROFITS

EVENT DIRECTOR

BRAND IMAGE

& PREFERENCE

ATTENDEE

PR & MARCOM

CONTENT DEVELOPMENT

LOGISTICS DESIGN

TECHNICAL

ADMIN

FINAN

CE

WHY CONTENT MATTERS?

1

CONTENT AS KEY

CUSTOMER VALUES!

INDUSTRY UPDATES •  Get a feel of what is going on in the industry (e.g. who are the market leaders? What products or services are currently available, etc) •  Stay in touch with new trends (e.g. technology trend, service trend) and see a vision of the future •  Learn about the legal framework or legislation regulating the industry activities

ANALYTICAL INSIGHTS •  Gain in-depth understanding on topics that related to career development or work problems or topics of personal interest through information and arguments put forward by the speakers, industry experts and fellow attendees •  Listen to industrial experts’ opinions, perspectives, analysis •  Learn new skills (how-to through workshops or tutorials) •  Learn from best practices in the market •  Seeking solutions to one’s own current problems

INNOVATIVE IDEAS •  Browsing for new ideas to apply at work •  Browsing for opportunities of solving current problems •  Brainstorming for a solution •  Learn about new concepts

NETWORKING

BUILDING RELATIONSHIPS •  Connect with old friends •  Meet new people •  Meet peers in the industry •  Meet suppliers and seek business partners •  Meet and build relationship with potential customers

GETTING A FEEL OF BELONGING TO THE INDUSTRY COMMUNITY •  Find a place of acceptance and belonging •  Gather with like-minded individuals who share similar concerns, problems, challenges and opportunities

ACQUIRING KNOWLEDGE GOAL  2  GOAL  1  

WHY CUSTOMERS WANT TO ATTEND A PARTICULAR

CONFERENCE?

4.47 4.33

4.18

3.88 3.78

Industry  updates   In-­‐depth  understandings  

New  concepts  and  ideas  

Business  Networks  

Belonging  to  community  

Results from research of customer goals show that the GOAL OF ACQUIRING KNOWLEDGE are perceived as much MORE IMPORTANT

that the GOAL OF BUSINESS NETWORKING in driving CUSTOMER DECISIONS on whether to attend a conference

Acquiring Knowledge Business Networking

Figure 1: The perceived importance of different customer goals when attending conferences Using a scale from 1 to 5 (with 5 being ‘strongly important’ and 1 being ‘strongly unimportant’) – Sample No.: 235 respondents

CONTENT AS SOURCE OF

REVENUE GENERATION!

ALL STREAMS OF REVENUES ARE GENERATED BY PRODUCTION OF VALUABLE

Values sought by attendee

s

Values sought by sponsors

CONFERENCE CONTENT

EVENT ORGANIZERS

Sponsorships

Conference tickets

ATTENDEES SPONSORS

NETWORKING OPPORTUNITIES

CONTENT MANAGEMENT AT IDG ASEAN

2

Positioning IDG ASEAN as a provider of ‘content-rich conferences with insightful information and helpful solution’

Developing a knowledge-based system on ICT application in different industrial sectors, serving as IDG core competencies which can be leveraged to build content-rich products such conferences, market reports, articles, journals, etc.

Supporting and facilitating IDG’s commercial goals of selling conference tickets and sponsorship

SALES & PROFITS

KNOWLEDGE AS CORE COMPETENCY

STRONG BRAND IMAGE

Objective

1

Objective

2

Objective

3

OBJECTIVES

Conference Agenda CREATING CONTENT

Market Scanning • Market Trends • Industry Trends • Technology

Trends • Suggested Topics

Partner’s Opinions • Current Projects

Deployed • Current Interest • Current Needs

Clients’ Opinions • Current target

segment • Current focus

Audience’ Opinions • Current topics of

interest • Current needs of

info

What to Focus on?

• Theme • Topics

Evaluation + Validation

•  Is it congruent to the trends

• Does it match the audience’ needs of info?

1st version Agenda

• Theme • Session Topics • Topics • Discussions

THEME DEVELOPMENT

2nd version agenda

SENT OUT FOR FEEDBACK

GETTING FEEDBACK

1st version Agenda

ADJUST THEME/ STRUCTURE/

TOPICS

CONFERENCE DEVELOPMENT

SALESPERSON ATTENDEE MANAGEMENT

RR & MARCOM

MAKE SURE YOUR

SPEAKERS CAN DANCE

ON STAGE!

1.  Sales Kit 2.  Marketing Content & Communication Channels

3.  Setting Goals & Measurement Metrics

DISTRIBUTING CONTENT

SALES KIT SPONSORSHIP

1.  Marketing Letter

2.  Conference Agenda 3.  Floor Plan

4.  Event Schedule

5.  Attendee Profile 6.  Sponsorship Package

SALES KIT CONFERENCE TICKET

1.  Marketing Letter 2.  Conference Agenda

3.  Pricing 4.  Delegate Package 5.  Registration Form

MARKETING

CONTENT

WEBSITE E-NEWSLETTERS PRESS RELEASES

ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS

MARCOM CHANNELS

•  Email •  Telephone •  Postal Mailing •  PR •  Social Media

Marketing Goals vs. Measurement Metrics

DISTRIBUTING CONTENT

Reten%on  =  Returned  Customers  

SaCsfacCon  =  Happy  Customers    

Customers  =  Register  as  Sponsors  

Closure  =  NegoCates/  Feedback  in  terms  of  price/  benefits  

Quotes  =  Asking  for  quotaCons  

Qualified  Leads  =  Leads  with  budget/  pain  points/  interest  

Lead  GeneraCon  =  Websites/  ExisCng  Customer  Databases    

SPONSORSHIP SALES FUNNEL

Pipe  Line   No.   %  

Leads  

Qualified  Leads  

Quote  

Closure  

Customers  

SaCsfacCon  

RetenCon  

ANALYSIS •  Conversion rate is High or Low?

How to keep a high conversion rate? •  Understand which stage we losing

most of the leads to identify the Low performing stages

•  Reviewing sales follow-up process of the low performing stage

•  Reviewing marketing process at the low performing stage

SPONSORHISP

SALES

TRACKING SALES FUNNEL TRACKING

CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/

Answering survey

JOINERS = Register for Facebook/ Linked-In/ Google+/

Following Events

SUBSCRIBERS = Subscribe e-news/ Register to Download

Content

VISITORS = Browsing website

SPECTATORS = Read e-news

RETURNED CUSTOMERS Maintaining membership

SATISFIED CUSTOMERS

MEMBERS = Register for Conference Ticket/

Membership

QUALIFIED LEADS = Asking for quotation/ Show Interest

LEADS

ENG

AGEM

ENT

FUNNEL

SALE

S FU

NNEL

DELEGATE ENGAGEMENT

SALES FUNNEL

Social Media 15 Feb

15 Mar

15 April

15 May

15 June

15 July

15 Aug

15 Sep

15 Oct

15 Nov

15 Dec

Linked-In

Facebook

TRACKING ENGAGEMENT Goal 1: Subscribers

§  Track via URL Goal on Google Analytics §  Number of usable contacts exported from website

Goal 2: Joiners

Goal 3: Critics

= Number of Comments on Social Media + Custom Site Search + Polls

•  Feedback Rate •  Conversion Rate

•  Satisfaction Rate •  Retentions Rate

ANALYSIS

Pipe Line eNews1

% eNews 2

% eNews 3

%

Leads

Read

Not Read

Fail

Reply (Qualified)

Quote

Customers

Satisfaction

Retention

TRACKING SALES PROCESS

1.  Define Target Segment 2.  Develop Customer Databases

3.  Sales Process

SELLING CONTENT

2ND PHONE CALL + Update Databases

Sending Proposals Close the Deal List of Potential

Customers

PHONE SCRIPT •  Introduction •  Check email receipt •  Event benefit briefing •  Ask to call back

•  Contact Generation •  Database Management Advertising

Website Social Media

PR

E-news

Telephone

Postal mailing

1ST PHONE CALL + Update

Databases

REVIEW OF DATABASES •  How many contacts are relevant to the event? •  How many A, B, C? •  How many more contacts need to be developed?

PHONE SCRIPT •  Introduction •  Check Interest •  Explain event core values •  Ask to call back/ Why not interested •  Probing for Marketing Budget Planning/ Biz goal / Target segments

SALES KIT •  Marketing Letter •  Event Overview •  Conference Agenda •  Floor Plan •  Attendee Profile •  Attendee List (tentative) •  Event Schedule

GUIDELINES TO DEVELOP CONTACTS?

TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING

SALES KIT •  Marketing Letter •  Event Overview •  Conference Agenda •  Floor Plan •  Attendee Profile •  Attendee List (tentative) •  Event Schedule

SALES PROCESS TO CALL FOR SPONSORSHIP

PUTTING THINGS TOGETHER!

3

Design  Kit  

PROJECT  TIMELINE  

Post  Show  Report  Sales  kit  Conference  

Agenda   Speaker  LogisCcs  

8   7   6   5   4   3   2   1   -­‐1   -­‐2  

•   MarkeCng  Le[er  •   Event  Overview  •   Event  Schedule  •   A[endee  Profile  •   Why  should  u  sponsor  •   Why  should  u  a[end  

•   Conference  Agenda  •   Show  Directory  •   Conference  Proceedings  •   Speakers  CoordinaCon  •   Speaker  Hospitality  

•   Taskforce  •   MS  Script    •   Conference  Scenario  •   Q&A  form  •   Delegate  Survey  •   Conference  Slides  

Week  

•   Conference  Theme  •   Main  topic  of  Discussion  •   Theme  Briefing    

Market  Research  

•   Website  •   1st  enews  •   Facebook  Profile  •   LinkedIn  Profile  

Speaker  InvitaCon  

•   Speaker  Contacts  •   InvitaCon  Email  •   Contact  &  Follow  up    

E-­‐News   Facebook  LinkedIn  +  Slideshare  

Website  Ad  page  

Onsite  

Editorial  Schedule    •   Marcom  Post  •   PromoCon  Post  •   Industrial  update  Post  

•   Homepage  •   Speakers  •   Agenda  •   Download  

•   Create  &  edit  content  •   CreaCviy  

•   Build  fans/  connec%ons  •   Send  messages  

MARCOM  IMPLEMATION  &  MEASUREMENT  

•   Content  Inventory  (Tech  trends,  Industrial  trends,  Similar  conferences)  •   Download  Page  

IniCal  MarkeCng  

CONTENT & MARCOM TEAM?

4

THANK YOU