1. Why Content Matters? 2. Content Management: Creating, Distributing, Selling Content 3. Put things TOGETHER 4. Content & Marcom Team

1. CREATING, DISTRIBUTING & SELLING
CONTENT
IN EVENT MANAGEMENT CONTEXT
Presented by: Annie Hoang
IDG ASEAN, Oct 2013

2. AGENDA
1. Why CONTENT matters?
2. CONTENT MANAGEMENT at IDG ASEAN?
3. Putting Things Together!
4. Content & Marcom Team
5. Group Assignment

3. REVENUE
HIGH QUALITY
SPONSORS
& PROFITS
AUDIENCE
PROFILE
ATTENDEE
HIGH
SPEAKERS
SERVICE
QUALITY
ATTENDEES
PR & MARCOM
EVENT DIRECTOR
GREAT
CONTENT
BRAND
LOGISTICS
IMAGE
& PREFERENCE
ADMIN
TECHNICAL
DESIGN
FINANCE
VALUES
MEDIA
CONTENT DEVELOPMENT

4. WHY
CONTENT
MATTERS?
1

5. CONTENT AS KEY
CUSTOMER
VALUES!

6. 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
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
1
GOAL
WHY CUSTOMERS WANT TO
ATTEND A PARTICULAR
CONFERENCE?
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
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
ACQUIRING KNOWLEDGE
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
2
GOAL
NETWORKING

7. 4.47
4.33
4.18
3.88
Industry
updates
In-­‐depth
New
concepts
understandings
and
ideas
Acquiring Knowledge
Business
Networks
3.78
Belonging
to
community
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
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

8. CONTENT AS
SOURCE OF
REVENUE
GENERATION!

9. ALL STREAMS OF REVENUES
ARE GENERATED BY PRODUCTION OF VALUABLE
CONFERENCE CONTENT
NETWORKING OPPORTUNITIES
Values
sought by
sponsors
Values
sought by
attendee
s
Conference
tickets
ATTENDEES
Sponsorship
s
EVENT ORGANIZERS
SPONSORS

10. 2
CONTENT
MANAGEMENT
AT IDG ASEAN

11. OBJECTIVES
Objective
1
Objective
2
Objective
3
STRONG
BRAND IMAGE
KNOWLEDGE AS
CORE COMPETENCY
SALES &
PROFITS
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

12. CREATING CONTENT
Conference Agenda

13. THEME DEVELOPMENT
Market
Scanning
• Market Trends
• Industry Trends
• Technology
Trends
• Suggested Topics
Partner’s
Opinions
• Current Projects
Deployed
• Current Interest
• Current Needs
What to Focus
on?
• Theme
• Topics
Clients’
Opinions
• Current target
segment
• Current focus
Evaluation +
Validation
• Is it congruent to
the trends
• Does it match the
audience’ needs
of info?
Audience’
Opinions
• Current topics of
interest
• Current needs of
info
1st version
Agenda
• Theme
• Session Topics
• Topics
• Discussions

14. CONFERENCE
DEVELOPMENT
RR & MARCOM
SALESPERSON
ATTENDEE
MANAGEMENT
SENT OUT FOR FEEDBACK
1st version Agenda
2nd version agenda
ADJUST THEME/
STRUCTURE/
TOPICS
GETTING FEEDBACK

15. MAKE SURE YOUR
SPEAKERS
CAN DANCE
ON STAGE!

16. DISTRIBUTING CONTENT
1. Sales Kit
2. Marketing Content & Communication Channels
3. Setting Goals & Measurement Metrics

17. SALES KIT
SPONSORSHIP
1. Marketing Letter
2. Conference Agenda
3. Floor Plan
4. Event Schedule
5. Attendee Profile
6. Sponsorship Package

18. SALES KIT
CONFERENCE TICKET
1. Marketing Letter
2. Conference Agenda
3. Pricing
4. Delegate Package
5. Registration Form

19. WEBSITE
E-NEWSLETTERS
PRESS RELEASES
ADVERTISING PAGE
VIDEO CLIPS
SOCIAL MEDIA
POSTS
MARKETING
CONTENT

20. • Email
• Telephone
• Postal Mailing
• PR
• Social Media
MARCOM
CHANNELS

21. DISTRIBUTING CONTENT
Marketing Goals
vs. Measurement Metrics

22. SPONSORSHIP
SALES FUNNEL
Reten%on
=
Returned
Customers
SaCsfacCon
=
Happy
Customers
Customers
=
Register
as
Sponsors
Closure
=
NegoCates/
Feedback
in
terms
of
price/
benefits
Quotes
=
Asking
for
quotaCons
Qualified
Leads
=
Leads
with
budget/
pain
points/
interest
Lead
GeneraCon
=
Websites/
ExisCng
Customer
Databases

23. SPONSORHISP
SALES
TRACKING
SALES FUNNEL TRACKING
Pipe
Line
Leads
Qualified
Leads
Quote
Closure
Customers
SaCsfacCon
RetenCon
No.
%
ANALYSIS
•
•
•
•
Conversion rate is High or Low?
How to keep a high conversion rate?
Understand which stage we losing
most of the leads to identify the
Low performing stages
Reviewing sales follow-up process of
the low performing stage
Reviewing marketing process at the
low performing stage

24. DELEGATE
ENGAGEMENT
SALES
CRITICS = Comments/ Rating/
Feedbacks/ Asking Questions/
Answering survey
JOINERS = Register for
Facebook/ Linked-In/ Google+/
Following Events
SUBSCRIBERS = Subscribe enews/ Register to Download
Content
SALES FUNNEL
ENGAGEMENT FUNNEL
FUNNEL
RETURNED CUSTOMERS
Maintaining membership
SATISFIED CUSTOMERS
MEMBERS = Register for
Conference Ticket/
Membership
VISITORS = Browsing website
QUALIFIED LEADS = Asking
for quotation/ Show Interest
SPECTATORS = Read e-news
LEADS

25. TRACKING
ENGAGEMENT
Goal 1: Subscribers
§ Track via URL Goal on Google Analytics
§ Number of usable contacts exported from website
Goal 2: Joiners
Social Media
15
Feb
15
Mar
15
April
15
May
15
June
15
July
15
Aug
15
Sep
15
Oct
15
Nov
15
Dec
Linked-In
Facebook
Goal 3: Critics
= Number of Comments on Social Media + Custom Site Search + Polls

26. TRACKING
ANALYSIS
• Feedback Rate • Satisfaction Rate
• Conversion Rate • Retentions Rate
Pipe Line
Leads
Read
Not Read
Fail
Reply
(Qualified)
Quote
Customers
Satisfaction
Retention
eNews
1
%
eNews
2
%
eNews
3
%
SALES PROCESS

27. SELLING CONTENT
1. Define Target Segment
2. Develop Customer Databases
3. Sales Process

28. SALES PROCESS TO CALL FOR SPONSORSHIP
Postal mailing
Website
• Contact
Generation
• Database
Management
List of Potential
Customers
Social Media
Advertising
PR
E-news
Telephone
1ST PHONE CALL
+ Update
Databases
2ND PHONE CALL
+ Update Databases
REVIEW OF DATABASES
• How many contacts
are relevant to the
event?
• How many A, B, C?
• How many more
contacts need to be
developed?
PHONE SCRIPT
• Introduction
• Check email
receipt
• Event benefit
briefing
• Ask to call back
GUIDELINES TO DEVELOP
CONTACTS?
TELEPHONE SALES PROCESS + PHONE SCRIPT +
GUIDELINES FOR ACTION CODING
PHONE SCRIPT
• Introduction
• Check Interest
• Explain event core values
• Ask to call back/ Why not interested
• Probing for Marketing Budget
Planning/ Biz goal / Target segments
Sending
Proposals
Close the Deal
SALES KIT
• Marketing Letter
• Event Overview
• Conference
Agenda
• Floor Plan
• Attendee Profile
• Attendee List
(tentative)
• Event Schedule
SALES KIT
• Marketing Letter
• Event Overview
• Conference
Agenda
• Floor Plan
• Attendee Profile
• Attendee List
(tentative)
• Event Schedule

29. PUTTING
THINGS
TOGETHER!
3

31. PROJECT
TIMELINE
•
MarkeCng
Le[er
•
Event
Overview
•
Event
Schedule
•
Speaker
Contacts
•
A[endee
Profile
•
Conference
Theme
•
InvitaCon
Email
•
Main
topic
of
Discussion
•
Why
should
u
sponsor
•
Why
should
u
a[end
•
Contact
&
Follow
up
•
Theme
Briefing
Conference
Agenda
Sales
kit
Speaker
InvitaCon
•
Conference
Agenda
•
Show
Directory
•
Conference
Proceedings
•
Speakers
CoordinaCon
•
Speaker
Hospitality
Speaker
LogisCcs
•
Taskforce
•
MS
Script
•
Conference
Scenario
•
Q&A
form
•
Delegate
Survey
•
Conference
Slides
Post
Show
Report
Onsite
Week
8
7
6
5
4
3
2
1
-­‐1
-­‐2
MARCOM
IMPLEMATION
&
MEASUREMENT
Market
Research
IniCal
MarkeCng
•
Content
Inventory
(Tech
trends,
Industrial
trends,
Design
Kit
Similar
conferences)
•
Download
Page
•
Website
•
1st
enews
•
Facebook
Profile
•
LinkedIn
Profile
Ad
page
E-­‐News
•
Create
&
edit
content
•
CreaCviy
Website
•
Homepage
•
Speakers
•
Agenda
•
Download
LinkedIn
+
Slideshare
Facebook
Editorial
Schedule
•
Build
fans/
connec%ons
•
Send
messages
•
Marcom
Post
•
PromoCon
Post
•
Industrial
update
Post

32. CONTENT
& MARCOM
TEAM?
4

34. THANK
YOU