20 marketing marvels that make a difference
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Alex d’Archangelo & Kimberly Hardcastle
Marketing Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!
TODAY’S OBJECTIVES
I will present 20 strategic and tactical ideas with a focus on
increasing delegate participation so that …
YOU will leave with at least 5 ideas to use for your next
event. (And, ideally, I will inspire you to think of at least 1
more).
STRATEGIC MARKETING
OUT WITH THE CREATIVE BRIEF ...
IN WITH THE S.W.O.T.
IBIE SWOT
ANALYSIS
WEAKNESS
STEADILY DECLINING ATTENDANCE
NO MOMENTUM
THREAT
INDUSTRY CONSOLIDATION
SEVERAL NICHE COMPETITORS
POOR ECONOMY
STRENGTH
LOYAL CORE AUDIENCE
GROWING NICHE MARKETS
OPPORTUNITIES
PURSUE NICHE AUDIENCES
BE THE ONE EVENT THAT UNITES ALL INDUSTRY
SEGMENTS
CAPTURE MORE INTERNATIONAL MARKET SHARE
IF THEY CRY,
THEY BUY.
WHAT MAKES THEM CRY?
WHO
WANTS TO
FALL
BEHIND?
CREATE AN
EMOTIONAL CONNECTION
SEMA
SUPERZOO
MAC
Q) WHAT WILL BE THE 3 MOST
IMPORTANT ELEMENTS OF YOUR NEXT
DIRECT MARKETING CAMPAIGN?
A) THE LIST, THE LIST, AND THE LIST
SEGMENTATION
PERSONALIZATION
• IDEAS• PRESENCE
• OPPORTUNITY• GROWTH
1 2
43
SEGMENT YOUR DATABASE BY …
Prospective attendees vs. past attendees
Demographics and psychographics
Behavioral data
Recent subscribers
Inactive prospects
Preference surveys
Loyal participants
PERSONALIZATION
IS DIRECT MAIL DEAD?
NO… IT’S JUST MORE
TARGETED
…REALLY TARGETED:
VDP
{VARIABLE DATA PRINTING}
VDP
VDP
SPRAY IT ON:
MAIL PANEL
CUSTOMIZATION
Hi Kimberly,
You might be interested in the new Producer Seminars (p. 6) and the Women in Concrete luncheon (p. 2).
MAIL PANEL PERSONALIZATION
DIVE INTO YOUR DATA:
DYNAMIC CONTENT
BEHIND THE
SCENES
DYNAMIC
CONTENT
TEMPLATES WORK:
TARGETED VERSION
MESSAGE TO THIS MARKET: THIS IS
YOUR SHOW
BOMA
BOMA
STEP BACK
TO THE PAST
HOPING TO SEE YOU…
I INVITE YOU
GET GRANULAR:
MICROSITES
COMING
RETAIL
BAKERS’
MICROSITE
IBIE
CONTENT IS KING
RELEVANT CONTENT IS KING
Think like an industry expert
Focus on
Trends
Key industry players
Legislation
Industry opportunities
Use
White papers
Webinars
Blogs
Video
Traditional marketing channels
IN FRONT WITH
THE TRENDS
DEFINING YOUR
CUSTOMER’S
BUYING HABITS
AWFS
SOCIAL BUSINESS
REACH AND RELATIONSHIPS:
SOCIAL MEDIA
LISTEN AND LEARN:
SOCIAL MEDIA
BASIC LISTENING
@YourBrand
“Your Brand”
#YourHashtag
#YourIndustry / #YourMainIndustryChat
@Competitor
#CompetitiveEvent
FREE AND PAID
MONITORING
AND
ENGAGEMENT
TOOLS
TRACK
SENTIMENT
FOR YOUR
BRAND
MEMEORABLE
MESSAGES
CREATE AND
SHARE
BRANDED &
VISUAL POSTS
quickmeme.com
MEMES
POWERFUL TESTIMONIAL:
VIDEO
SHARE 7
SECOND GIFS
or 15 SECOND
VIDEO FROM
YOUR
SMARTPHONE…
ATTENDEES
TOO
SEEING IS
BELIEVING
VINE &
TOUT
ALL TOGETHER NOW:
EMPOWERED
Market ing
provides too ls
to empower a l l
event
s takeholders
and monitors
resul ts .
HUB &
SPOKE
MODEL
FIND YOUR
FIRESTARTERS
FIND YOUR
PARTNERS IN PROMOTION
LIST OF ACTION
ITEMS SENT TO
EXHIBITORS
CHECKLIST
SHARE WITH
MEDIA
PARTNERS,
SPONSORS,
SPEAKERS,
EXHIBITORS
AND
SUPPORTING
ORGANIZATION
S
SAMPLE
EDITORIAL
CALENDAR
LESS ISMORE
ANOTHER
GREAT SHOW
DAILY RECAP
IDEA!
INFOGRAPHI
C
JOIN INLEM O N . LY
M AD E THES E
FO R
B LO GWO RLD
/ NM X.
20 {+} IDEAS
WHICH IDEAS WILL YOU IMPLEMNT?
1 - Start with the SWOT
2 - If they CRY, they BUY
3 - Create an Emotional Connection
4 - LIST, LIST, LIST
5 - Targeted Direct Mail
6 - Variable Data Printing
7 - Mail Panel Customization
8 - Dynamic Content Email
9 - Targeted Email
10 - TEXT is Back
11 - Microsites
12 - RELEVANT CONTENT
13 - Social Media
14 - Listen
15 - MEMEorable Posts
16 - Video
17 - Structural Changes
18 - Firestarters
19 - Partners in Promotion
20 - Less IS More
Nora Johnson
nora@marketingdesigngroup.com
GRACIAS
Alex d’Archangelo & Kimberly Hardcastle
Marketing Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!
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