CONFERENCE MANAGEMENT

EFFECTIVE

IDG ASEAN, Apr 2014 Presented by: Annie Hoang

A FOCUS ON CONTENT DEVELOPMENT

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

Objectives | Project Timeline | Theme Development�

Speakers | Conference Coordinator �

3.  COPYWRITING Skills

4.  Group Assignment

AGENDA

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

CONFERENCE 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 Management PROJECT TIMELINE

IDG PUBLIC SECTOR BROCHURE 2014

Facebook LinkedIn Homepage

Design  Kit  

PROJECT TIMELINE

Post  Show  Report  Sales  kit  Conference  

Agenda   Speaker  LogisFcs  

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

•   MarkeFng  LeNer  •   Event  Overview  •   Event  Schedule  •   ANendee  Profile  •   Why  should  u  sponsor  •   Why  should  u  aNend  

•   Conference  Agenda  •   Show  Directory  •   Conference  Proceedings  •   Speakers  CoordinaFon  •   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  InvitaFon  

•   Speaker  Contacts  •   InvitaFon  Email  •   Contact  &  Follow  up    

E-­‐News   Facebook  LinkedIn  +  Slideshare  

Website  Ad  page  

Onsite  

Editorial  Schedule    •   Marcom  Post  •   PromoFon  Post  •   Industrial  update  Post  

•   Homepage  •   Speakers  •   Agenda  •   Download  

•   Create  &  edit  content  •   CreaFviy  

•   Build  fans/  connec4ons  •   Send  messages  

MARCOM  IMPLEMATION  &  MEASUREMENT  

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

IniFal  MarkeFng  

Conference Theme

CONFERENCE DEVELOPMENT

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

Speakers

CONFERENCE DEVELOPMENT

SPEAKER SOURCING

TECHNOLOGY

•  Technology/ Solutions Briefing

•  Solution Consulting •  Technology Demo

GOVERNMENT

•  Overview of the industry

•  Government statistics on industry current state

•  Strategic Planning and Policies for Industry developments

CONSULTING & RESEARCH

•  Market Reports/ Analysis/ Implications

•  Forecast Future Trends •  Management

Consulting

PRACTIONERS

Best Practice Sharing

WHO?

PREVIOUS CONFERENCE DATABASE PARTNERS’ NETWORK

CEO’S OR COLLEAGUES’ NETWORK LINKEDIN

HOW? SPEAKER

SOURCING

SPEAKER INTERACTION

POST-EVENT

SPEAKER INVITATION

LIST OF POTENTIAL SPEAKERS

SPEAKER LOGISTICS

GUEST SPEAKER • Invitation

Letter •  Agenda

SPONSOR •  Invitation

Letter •  Sales Kit

•  Speaker Name + Title

•  Speaker Photos •  Speaker Bio

•  Presentation Topic •  Presentation

Synopsis •  Presentation Slides

•  Speaker Pre-Event Briefing

•  Speaker Hospitality •  Rehearsal

•  Technical Supports •  Slides, Microphone,

Sound, Visual Aids •  Other assistance

SPEAKER CONTACTS

•  Government •  Consulting/ Researchers •  Practitioners •  Technology

CONFIRMATION

•  Contact & Follow up to

confirm •  Consulting on

Presentation Topics

ONSITE

•  Thank You Letter

•  Post Show Report

MAKE SURE YOUR

SPEAKERS CAN DANCE

ON STAGE!

Conference Coordination

CONFERENCE DEVELOPMENT

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

SPONSORS

CONFERENCE COORDINATOR

LOGISTICS

DESIGN PR &

MARCOM

INCREASE DELEGATE

REGISTRATIONS

MAXIMIZE MEDIA

COVERAGE

GUEST SPEAKERS

SALES MANAGERS

CONFERENCE MANAGER

•  Speaker Name + Title + Photo •  Speaker Bio

•  Presentation Topic + Presentation Synopsis •  Presentation Slides

•  Press Releases •  Feature Articles/

Interview Articles

•  Website •  Conference

Agenda •  Speaker’s Info •  Presentation Info

INCREASE SPONSORSHIPS

•  E-NewsLetters •  Print Advertising •  Social Media

Posts

ATTENDEE MANAGER

•  Conference Invitation Design

•  Conference Kit Design

Printing Deadlines

TECHNICAL

MAR

KETIN

G

CO

MM

UNIC

ATIONS

ONSITE MANAGEMENT

CONFERENCE COORDINATOR

SITUATION 1 Fastacash – A client of Ms. My Nguyen - has confirmed to be Gold Sponsor of Banking Vietnam 2014. Ms. My Nguyen has asked you to send an email to follow up with Mr. Bradley Prentice – Fastacash Sales Director to collect speaker information. How would you write the email to Brad? In your writing, please specify: • Email Recipient + Email cc Recipients • Email Title • Email Content • Attachment Files

QUICK TEST

SITUATION 2 5 days after you sent the email, Brad gave no reply. How would you follow up? How would you write the next email to Brad? In your writing, please specify: • Email Recipient + Email cc Recipients • Email Title • Email Content • Attachment Files

SITUATION 3 Braid said he is a bit busy these days and he promises to send the info soon. You wait and then still no info is sent through. Printing deadline is in 3 days, what would you do?

COPYWRITING SKILLS

3

WHY COPYWRITING?

Copy is the words written on marketing material, such as websites, brochures and

leaflets. It can also be on sales letters, blogs, press releases and adverts. It’s everywhere!

“Writing is one of the most important skills

for all businesses!”

CREATE THE RIGHT IMPRESSIONS Most business are likely to have the 1st interaction with its potential customers via a copy. They need to make sure they create a positive first impression!

Good copywriting demonstrates to the client that you are worth doing business with. It should convince them, by the quality of your message, that you can be trusted to do this service. If you offer the information a customer is after but your writing is clumsy, they may appreciate your solution but seek someone more professional to fulfill it.

BUILD TRUST AND ENHANCE REPUTATION

MARKETING

CONTENT

WEBSITE E-NEWSLETTERS PRESS RELEASES

ADVERTISING PAGE VIDEO CLIPS SOCIAL MEDIA POSTS

PRESENTATION SLIDES

eGovernment Symposium 2013

10 CHARACTERISTICS

OF EFFECTIVE MARKETING MESSAGES

1.  Simple – less is more 2.  Personal 3.  Clear 4.  Distinct 5.  Focus on benefit (not

feature) 6.  Use descriptive language 7.  Present-tense 8.  Action-oriented 9.  Reference tangible

outcomes 10. Relate to your audience

10 CHARACTERISTICS

OF EFFECTIVE

MARKETING MESSAGES 1.  Simple – less is more 2.  Personal 3.  Clear 4.  Distinct 5.  Focus on benefit (not

feature) 6.  Use descriptive

language 7.  Present-tense 8.  Action-oriented 9.  Reference tangible

outcomes 10. Relate to your

audience

Put yourself in the reader’s shoes q Does your website or brochure tell them what you do? q  Is it easy to understand? q  Is it written in a warm and friendly tone? q Does it tell them how to contact you? q And does it encourage them to buy from you?  

HOW TO GET YOUR MESSAGE ACCOSS IN THE BEST POSSIBEL WAY TO PERSUADE PEOPLE TO BUY FROM YOU?

EFFECTIVE COPYWRITING

AIDA MODEL A start-to-finish approach for writing great content

Guide consumers along the EXPERIENCE FUNNEL ATTENTION Grabbing their attention, and getting them engaged, curious, or excited enough to keep reading INTEREST Building interest in what you have to offer, to the point that they start to relate this potential product, service, or information to their own lives DESIRE Stirring their desire - The goal is to get them to want to purchase a product, have an experience, or make a big step in their lives ACTION Push them over the tipping point so that they actually take whatever action it is that you highlighted

A = ATTENTION I = INTEREST D = DESIRE A = ACTION

EFFECTIVE COPYWRITING

READING MATERIALS

READING 1 10 Steps to Effective Copywriting Entrepreneur.com - Susan Gunelius, 2009 READING 2 How To Use The AIDA Formula To Boost Your Content Marketing Strategy Forbes.com – Jayson DeMers, 2013

EFFECTIVE COPYWRITING

INVITATION EMAIL CALL FOR SPONSORSHIP

Write an email to invite IBM to become a sponsor at Banking Vietnam 2014 In your writing, please specify: •  Email Recipient •  Email Title •  Email Content •  Attachment Files

QUICK ASSIGNMENT

TIMING: 30 mins

GROUP ASSIGNMENT

5

EVENT PROJECT: BIG DATA WORKSHOP 2014 No. of Group Members: 4 students ASSIGNMENT You will work in a group of four students in the role of CONTENT & MARCOM TEAM to develop the conference agenda, sales kit, and some initial marcom materials for the upcoming event project of IDG Public Sector: BIG DATA WORKSHOP 2014 Items to be submitted: 1.  1st version Agenda (Theme Briefing, Layout, Main Topics of Discussion) 2.  Sales Kit: Event Overview, Sponsorship Proposal, Event Schedule, Attendee

Profile, Marketing Letter, Floor Plan 3.  Marketing Materials: 01 e-newsletter, 02 Artworks on “Why should you attend”

and “Why should you sponsor” Big Data Workshop 2014?

ASSIGNMENT SUBMISSION 1.  All the items requested need to be submitted by 5 pm on 23 Apr 2014 2.  Each Group are also requested to do a sales pitch (in a business meeting context)

on 24 Apr 2014 to a pre-defined customer to sell sponsorships. Group members will get feedback and responses from sales managers from IDG Public Sector

THANK YOU