Session 2 Presentation

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? Question submittal form Introduction in the forum Are your assignments, vocabulary and quizzes clear on the Moodle site? ©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 Strategy attracting & maintaining attendees Anticipate & adapt to marketplace changes Event’s goals and objectives will be the groundwork for the marketing plan ©2009 Ellen Maiara, CMP & Event Solutions Management 7

Marketing Plan : Marketing Plan Identify the value propositions reason for attending the event Budget Help to prioritize tools based on Cost Potential ROI What items should be included in the budget? ©2009 Ellen Maiara, CMP & Event Solutions Management 8

Target Markets, Segments : Target Markets, Segments Market segments Categorization of people, organizations or businesses For the purpose of sales analysis Who is your target audience? Past attendees Untapped distribution channels ©2009 Ellen Maiara, CMP & Event Solutions Management 9

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 10

Integrated Marketing : Integrated Marketing Optimize the use of marketing resources Interdependence among marketing activities Each marketing piece is consistent with & supportive of the other pieces in the plan ©2009 Ellen Maiara, CMP & Event Solutions Management 11

Promotion Plan : Promotion Plan Goal = generate attendance Define selling points for 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 12

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? ©2009 Ellen Maiara, CMP & Event Solutions Management 13

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 ©2009 Ellen Maiara, CMP & Event Solutions Management 14

Persuasive Messages : Persuasive Messages Photos with benefit statements East registration Contact for more information Clearly defined learning objectives ©2009 Ellen Maiara, CMP & Event Solutions Management 15

Digital Marketing : Digital Marketing Personalized messaging Cost effective Voicemail marketing Email Text message with a link to a web page Provide opt-out process USA – Canned Spam laws ©2009 Ellen Maiara, CMP & Event Solutions Management 16

Proofing Content : Proofing Content Accuracy, spelling, grammar & punctuation Copy Editor Consistent with organization’s style sheet all marketing pieces ©2009 Ellen Maiara, CMP & Event Solutions Management 17

Proofing Content : Proofing Content Style – choices writer makes that create tone for the reader Tone – feeling or impression the document conveys ©2009 Ellen Maiara, CMP & Event Solutions Management 18

Advertising : Advertising Entice prospective attendees to act Request more information Call to register Visit the event website ©2009 Ellen Maiara, CMP & Event Solutions Management 19

Advertising : Advertising Trade-out Keeps expenses down In exchange for advertising space, trade event attendance exhibit space advertising space in own publication sponsorship level recognition ©2009 Ellen Maiara, CMP & Event Solutions Management 20

Direct Mail Campaigns : Direct Mail Campaigns Postcards, flyers, brochures What other examples? Exhibitors’ prospectus Purchase a list Up to date Clean Error factor as high as 20% ©2009 Ellen Maiara, CMP & Event Solutions Management 21

Timeline : Timeline Start one year in advance Early registration and housing deadlines will impact schedule Allow more time for international attendees EXAM NOTE: Timelines in CIC and PMM are different – study the CIC timeline ©2009 Ellen Maiara, CMP & Event Solutions Management 22

Promotional plan : Promotional plan Telemarketing 4 to 8 weeks before an event Print Material Production Develop a budget Solicit bids Check references ©2009 Ellen Maiara, CMP & Event Solutions Management 23

Promotional plan : Promotional plan Trade fairs and exhibitions Opportunity to reach a new audience ©2009 Ellen Maiara, CMP & Event Solutions Management 24

Sponsorship Program : Sponsorship Program Increase revenue Sponsor is a partner Will need to provide ROI for the sponsor Recognition at the event What are sponsorship possibilities? ©2009 Ellen Maiara, CMP & Event Solutions Management 25

Publicity and Media Relations : Publicity and Media Relations 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 26

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 27

International Considerations : International Considerations Cultures/customs Languages Clichés Perceptions and attitudes Time zones Travel visas, entry requirements ©2009 Ellen Maiara, CMP & Event Solutions Management 28

Professionally Managed Meetings : Professionally Managed Meetings Crafting the learning experience Value rich Powerful education Community building Think of a successful learning experience What was the content and format? How did people interact? What are the critical ingredients to a powerful learning experience? ©2009 Ellen Maiara, CMP & Event Solutions Management 29

A Fresh Perspective : A Fresh Perspective Yes, we need to know how to set up a room and choose food and beverage But at our level of experience, we should also be experts in Adult Learning Marketing Technology Nutrition Any more? ©2009 Ellen Maiara, CMP & Event Solutions Management 30

Meeting Management in the Future…the future is now : Meeting Management in the Future…the future is now Technology ROI Understand diversity Cumulative integrated experiences Each element is related to the other Expedite connections Learning environments that are conducive to educational exchanges ©2009 Ellen Maiara, CMP & Event Solutions Management 31

Meeting Management in the Future…the future is now : Meeting Management in the Future…the future is now Embody the mission, goals, vision and brand of Event Hosting organization Advance the meetings’ industry Engage the most effective speakers Using most engaging facilitating techniques ©2009 Ellen Maiara, CMP & Event Solutions Management 32

Meeting Management in the Future…the future is now : Meeting Management in the Future…the future is now Provide meaningful sponsorship and exhibition opportunities Provide value and quality Model best practices in Customer service Customer relationship management ©2009 Ellen Maiara, CMP & Event Solutions Management 33

Right Brain Power : Right Brain Power “The left brain has made us rich, but now anyone can make and sell the basic product.” ©2009 Ellen Maiara, CMP & Event Solutions Management 34

Right Brain Power : Right Brain Power Left Brain Function Argument Focus Logic Seriousness Accumulation Right Brain Design Story Symphony Empathy Play Meaning ©2009 Ellen Maiara, CMP & Event Solutions Management 35

Strategic Meeting Management : Strategic Meeting Management Strategic Meeting Management Program (SMMP) Programs, supporting policies and procedures Maximize cost savings opportunities Minimize risk Improve total return on investment (ROI) ©2009 Ellen Maiara, CMP & Event Solutions Management 36

Benefits to SMMP : Benefits to SMMP Process efficiencies Risk management Cost reduction Increased return on investment (ROI) ©2009 Ellen Maiara, CMP & Event Solutions Management 37

Elements of SMMP : Elements of SMMP Process flow should include Event approval Meeting registration Sourcing and contract negotiations Event management Payment and reconciliation Supporting technology platform Data consolidation and reporting Return on investment assessment ©2009 Ellen Maiara, CMP & Event Solutions Management 38

Speakers : Speakers Key meeting success factors #1 well prepared speakers #2 reason for attending a meeting ©2009 Ellen Maiara, CMP & Event Solutions Management 39

Finding a Speaker : Finding a Speaker Speaker “request for proposals” or “call for papers” Speakers return an abstract Description of proposed speeches Engage a speaker’s bureau ©2009 Ellen Maiara, CMP & Event Solutions Management 40

Types of Speakers : Types of Speakers Professional Paid a fee and makes a living speaking Polished Effective orator Subject expert ©2009 Ellen Maiara, CMP & Event Solutions Management 41

Types of Speakers : Types of Speakers Volunteer Member of the host organization Utilize the same professional methods of securing these speakers as you would a professional speaker ©2009 Ellen Maiara, CMP & Event Solutions Management 42

Retaining a Speaker : Retaining a Speaker Verify references Experience or view a video tape of a live program Discuss whether they are a good fit Clearly define the group Share learning objectives ©2009 Ellen Maiara, CMP & Event Solutions Management 43

Speaker Bureaus : Speaker Bureaus Professional broker or agent Suggest speakers Provide videos Handle details of the contract Paid a commission by the speaker Great no-cost resource ©2009 Ellen Maiara, CMP & Event Solutions Management 44

Contracting/Booking a Speaker : Contracting/Booking a Speaker Offer letter Negotiation phase Cover all details of the arrangements Dates and times Compensation and expenses Termination Intellectual property Risk Management ©2009 Ellen Maiara, CMP & Event Solutions Management 45

Contracting/Booking a Speaker : Contracting/Booking a Speaker Compensation and Benefits Professional speakers Little room for negotiation Local fee if no travel required Discount for charities and nonprofits Sell products Volunteer speakers Reduced or free registration or room rate Government speakers subject to rules ©2009 Ellen Maiara, CMP & Event Solutions Management 46

Contracting/Booking a Speaker : Contracting/Booking a Speaker Contract All stipulations agreed to in offer letter Must be countersigned Must memorialize the offer letter Put all details in writing ©2009 Ellen Maiara, CMP & Event Solutions Management 47

Contracting/Booking a Speaker : Contracting/Booking a Speaker Final details Reaffirm all details Remind speaker of key points Thank you letter 7 days after the conclusion of the event Accurately reflect your impression o the presentation ©2009 Ellen Maiara, CMP & Event Solutions Management 48

Audiovisual Requests : Audiovisual Requests Contact speaker early Provide timeline of deadlines Develop a good AV request form Follow-up on the return of forms Send copies to AV contractor Confirm speakers’ requests ©2009 Ellen Maiara, CMP & Event Solutions Management 49

Handouts : Handouts If speaker is providing give an estimated size of audience Consider “green” options Download from website Include on CD in event tote bag ©2009 Ellen Maiara, CMP & Event Solutions Management 50

Copyright Waiver/Conflict of Interest : Copyright Waiver/Conflict of Interest If recording session must obtain copyright waiver Communicate that session will be taped well in advance If remarks are to be edited, speaker must grant specific authorization Conflict of Interest Statement Protects the audience from speaker’s who may offer opinions, value judgments or endorsements ©2009 Ellen Maiara, CMP & Event Solutions Management 51

Speaker Host : Speaker Host Speaker host Assigned solely to the speaker Handle last minute requests Walk the speaker through the room Discuss lighting and sound\ ©2009 Ellen Maiara, CMP & Event Solutions Management 52

Speakers’ Room : Speakers’ Room Speaker ready room or speakers’ lounge Quiet and comfortable If budget permits, have an AV specialist meet the speaker Water Not far from stage ©2009 Ellen Maiara, CMP & Event Solutions Management 53

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 54

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