Potomac Memo - September/October 2010 - (Page 12)
Monetizing and Marketing
by Michelle Wyatt, MBA, CadmiumCD and Rebecca Hunter, MTA, CMP, American Association of Tissue Banks Publications Committee Chairman
During their registration process, the Society for Biomolecular Sciences randomly placed 25 CDs into conference bags and had their registration staff announce the free copies of the audio recordings; those who didn’t receive a promotional CD were encouraged to purchase one. After a conference is over, sales can still continue using online advertising through websites, newsletters and social media outlets. One popular method is to use banner ads on the conference websites announcing the availability of the conference recordings from the completed events.
You spent months organizing a conference, lining up great speakers and putting together impressive handouts. Based on attendee feedback, the event was a success. If only you could capture that experience like a genie in a bottle, releasing the same magic over and over again and continuing to provide a similar experience for conference attendees and people who could not attend the event.
Using the advanced technology available to us today to record conferences, not only can attendees relive your successful conference, but they can do so in a fashion that’s economical for them and proﬁtable for your business or organization. The success of the endeavor depends greatly on the way the recordings are packaged, priced and marketed. they just have to click the button to decide which registration item they want and either include the conference recordings or not. But it makes it very easy for them.” Hunter adds that another factor for individuals making the decision to receive multi-media content is that they don’t have to ﬁll out a separate expense report. “They don’t have to do anything in addition to what they’re already doing to register if it’s already built in with their registration item,” she points out. Some studies have estimated a 30 percent increase in conference recording sales by making them available during the registration process. There are many ways to advertise this technology to your conference attendees. During the WES 2010 symposium, Research in Motion (RIM), the designer and manufacturer of the BlackBerry® smartphone, placed an ad for conference proceedings in their event program inviting customers to “take your experiences with you – it’s a great way to share your learnings.” Other methods include making announcements through moderators before each presentation; placing an ad in the slide deck in the plenary hall; advertising through posters and ﬂyers; and distributing promotional copies.
Marketing Conference Recordings
Good marketing is the key to taking advantage of the beneﬁts of this technology. The best way to market to attendees is to include conference recordings on the list of options given during the registration process. It should be a feature listed alongside the registrant’s choices of preferred golf outings, tours, luncheons and publications to order. “We did see an increase in our numbers when we started to market and sell it with the registration items,” says Rebecca Hunter, communications and meetings director at American Association of Tissue Banks. “I think one of the reasons for this being so successful – at least for my attendees – is that they don’t have to think about it; it’s right there at that point of registration, at that point of sale. It’s already offered as an opportunity,
12 PMPI POTOMAC MEMO
SEPTEMBER/OCTOBER 2010 VOL. 32, NO. 1
Table of Contents for the Digital Edition of Potomac Memo - September/October 2010
Potomac Memo - September/October 2010
Calendar of Events
Cool Tools to Develop Trust with Clients
Monetizing and Marketing Your Conference Education
Tips for Effective Site Visits – Communication Is Key
MACE! 2011 – The Secret is Out
Grab & Go Lunch Series
East Meets West
New Member Spotlight
Help PMPI Give Back
Where in the PMPI World?
Potomac Memo - September/October 2010