Session 2

CMP Study Group : CMP Study Group Session One ©2009 Ellen Maiara, CMP & Event Solutions Management

Agenda : Agenda Housekeeping Review Quiz Content review ©2009 Ellen Maiara, CMP & Event Solutions Management 2

Housekeeping : Housekeeping How did writing questions go? Now that we have more folks studying, enter an introduction in the forum Is everything still clear, even though we have added 2 more groups? ©2009 Ellen Maiara, CMP & Event Solutions Management 3

Quiz : Quiz Quiz ©2009 Ellen Maiara, CMP & Event Solutions Management 4

Marketing, Promotions & Publicity : Marketing, Promotions & Publicity Internet has erased time and distance New audiences available for events Integrated marketing channel Utilize all media Direct mail Email What others? ©2009 Ellen Maiara, CMP & Event Solutions Management 5

Marketing : Marketing The process of identifying human wants and needs and developing a plan to meet them ©2009 Ellen Maiara, CMP & Event Solutions Management 6

Marketing Plan : Marketing Plan Marketing Plan Define the market Outline a strategy for attracting and maintaining participants Anticipate and adapt to changes in the marketplace Event’s goals and objectives will be the groundwork for the marketing plan Identify the value propositions - reason for attending the event ©2009 Ellen Maiara, CMP & Event Solutions Management 7

Target Markets, Segments : Target Markets, Segments Market segments Categorization of people, organizations or businesses by profession For the purpose of sales analysis Who is your target audience? Past attendees Untapped distribution channels Why will they attend? Attendee demographics ©2009 Ellen Maiara, CMP & Event Solutions Management 8

Marketing Goals and Objectives : Marketing Goals and Objectives Once you know the target audience… Identify how the event will meet their needs Form goals and objectives Persuade the audience to participate Four P’s of Marketing Price - competitive Place – set the event apart Product – the event is the product Promotion – what media to use ©2009 Ellen Maiara, CMP & Event Solutions Management 9

Integrated Marketing : Integrated Marketing Optimize the use of marketing resources An interdependence among all marketing activities Common focus on the marketplace or customer segment Each marketing piece is consistent with and supportive of the other pieces in the plan ©2009 Ellen Maiara, CMP & Event Solutions Management 10

Promotion Plan : Promotion Plan The goal is to generate attendance. Map out key selling points for each target audience Consistent details Same look and feel Materials will deliver the message Reinforce brand identity Results will be a higher perceived value ©2009 Ellen Maiara, CMP & Event Solutions Management 11

Persuasive Messages : Persuasive Messages Dynamic copy Use an active voice Specific Sentences short and punchy Don’t overwhelm audience with copy Emphasis on persona benefits What’s in it for me? Clearly defined learning objectives ©2009 Ellen Maiara, CMP & Event Solutions Management 12

Persuasive Messages : Persuasive Messages Testimonials from past attendees Describe who should attend Describe speaker’s credentials Use color to add drama and excitement Avoid clichés Incentives for early registration Photos with benefit statements East registration Contact for more information ©2009 Ellen Maiara, CMP & Event Solutions Management 13

Digital Marketing : Digital Marketing Personalized messaging Cost effective Digital brochure Voicemail marketing Video email Email Text message with a link to a web page Provide opt-out process ©2009 Ellen Maiara, CMP & Event Solutions Management 14

Proofing Content : Proofing Content Accuracy, spelling, grammar and punctuation Copy Editor Consistent with organization’s style sheet Consistent with all marketing pieces Style – choices writer makes that create tone for the reader Tone – feeling or impression the document conveys ©2009 Ellen Maiara, CMP & Event Solutions Management 15

Advertising : Advertising Entice prospective attendees to act Request more information Call to register Visit the event website Trade-out Keeps expenses down Exchange event attendance or exhibit space for advertising space ©2009 Ellen Maiara, CMP & Event Solutions Management 16

Direct Mail Campaigns : Direct Mail Campaigns Postcards, flyers, brochures Purchase a list Up to date Clean Error factor as high as 20% ©2009 Ellen Maiara, CMP & Event Solutions Management 17

Timeline : Timeline Start one year in advance Early registration and housing deadlines will impact schedule Allow more time for international attendees ©2009 Ellen Maiara, CMP & Event Solutions Management 18

Promotional plan : Promotional plan Telemarketing Four to eight weeks before an event Print Material Production Develop a budget Solicit bids Check references Trade fairs and exhibitions Opportunity to reach a new audience ©2009 Ellen Maiara, CMP & Event Solutions Management 19

Sponsorship Program : Sponsorship Program Increase revenue Sponsor is a partner Will need to provide ROI for the sponsor Recognition at the event ©2009 Ellen Maiara, CMP & Event Solutions Management 20

Publicity and Media Relations : Publicity and Media Relations Marketing tool that includes news items, editorial comments and features in third-party news sources. Press release Pyramid style – important information at the top Single spaced No more than 2 pages ©2009 Ellen Maiara, CMP & Event Solutions Management 21

Press Room : Press Room Secure a larger room than you think you will need Press kits Press conference ©2009 Ellen Maiara, CMP & Event Solutions Management 22

Thank You! : Thank You! To reach me for a one on one session with your application or to pay for the study group, please contact me as follows: Ellen Maiara, CMP 877-721-0044 813-401-0739 (cell) ellen@eventsolutionsmanagement.com Skype: emaiara ©2009 Ellen Maiara, CMP & Event Solutions Management 23

CMP Study Group : CMP Study Group Information Session ©2009 Ellen Maiara, CMP & Event Solutions Management