The Value of Face to Face Marketing

conference.cast.com

The Value of Face to Face Marketing

The Value of Face to Face

Marketing

Claudia Flowers, VP, Revenue Initiatives, ABM

Janet Johnson, CMP, Manager, Events Marketing

Trade Shows, Meetings & Events, BASF

Bob Liodice, President and CEO, Association

National Advertisers

Moderator: Glenn Hansen, CSR-P, ACSAP,

President and CEO, BPA Worldwide


Is the QUANTITY of

attendance at your event?

A. Increased 15%

E. Flat

F. Decreased 15%


A. Up

B. Flat

C. Down

Is the QUALITY of

attendance at your event?


Is the amount of exhibit

space at your event?

A. Increased 15%

E. Flat

F. Decreased 15%


Source: ABM’s Business Information Network


Source: ABM’s 2012 Managing Profits Research


In conjunction with your event, what

other channels do you offer?

(check all that apply)

A. Speaking opportunities

B. Print and electronic show dailies

C. Digital media (web site, mobile and tablet apps)

D. E-newsletters

E. Print magazine

F. Social media

G. Other


Do you work with anchor exhibitors

to attract of their target audience?

A. Yes

B. No


Do you inform exhibitors of the:

opportunities to demonstrate thought

leadership at your event ?

A. Yes

B. No


Do you inform exhibitors of the:

costs they will avoid elsewhere by

exhibiting at your event?

A. Yes

B. No


Measure: Determination of Effectiveness

SALES IMPACT

Revenue Retention

1. Protection & growth of revenue

2. Improving profitability

Revenue Growth

1. Value of new leads

2. Revenue horizons

Product Promotion

1. Exhibit size and placement

2. Value vs. other exhibitors

Sponsorship & Advertising

1. Experiential Exhibit PR Value

2. Meetings Pavilion Retailer Value

PROMOTIONAL VALUE

THOUGHT LEADERSHIP

Public Relations

1. Number and quality of briefings

2. Articles & mentions ‘outcomes’

Executive

Engagement

1. High-profile speaking

opportunities

2. Number and results of 1:1

meetings

Meetings Savings

1. Avoiding T&E costs via

attendance

2. Economies of scale at large

events

Sales Lead Savings

1. Avoiding T&E for field sales

2. Calls and visits decreased

Optional vehicles

1. CEC

2. WEB, partner activity etc

COST AVOIDANCE


Assess: Pre-Event Strategic Analysis

Considering return-on-investment success factors and high-level event approach

Influential

Audience

Who comprises the target

audience and how will we

attract significant

numbers of them at the

event and keep their

attention?

REVENUE

IMPACT

CUSTOMER

MANAGEMENT

Persuasive

Message

What messages will be

delivered to these target

audiences that will

compel them to act on

our behalf?

EVENT ASSESSMENT

Actionable

Delivery

What specifically will

target audiences do as a

result of their

participation at the event

that will benefit us

materially?

THOUGHT

LEADERSHIP

PRODUCT

PROMOTION


The Global Reporting Initiative (GRI)

issued the “Event Organizer

Supplement (EOSS)”.

Are you aware of this?

A. Yes

B. No


Does your organization issue a

Corporate Social Responsibility and

Sustainability (CSR+S) report as they

would issue an annual report?

A. Yes

B. No

C. Don’t Know


Event


Product Stewardship Sustainability Services

Sustainability check

Impact on

environment

Impact on

environment

and costs

Impact on

environment,

costs and society

Costs from

cradle to grave


Sustainability and Social Responsibility

The event industry is the second-biggest generator of

waste in the U.S. and event organizers must make a

start, however small, to address their environmental

impacts, according to the vice president of marketing

at Oracle.

• Paul Salinger, who is also president of the board of

directors of the Green Meeting Industry Council, told

BizBash that the event sector is second only to

construction/engineering in the amount of waste it

produces. His advice to event organizers is: “Just

start.”

• http://www.environmentalleader.com


Sustainable Meeting Industry Standards

Co-created by CIC's APEX Green Meetings and

Events Panel and ASTM International, these

voluntary green meeting standards are complete

in eight areas: communications and marketing

materials, destinations, exhibitors, meeting

venues, audiovisual, transportation, on-site

office, and food and beverage.


Thank You.

Questions?

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