market communication management for a successful event - apr 19
DESCRIPTION
1. Marketing Objectives 2. Marketing Mix 3. Direct Marketing 4. Mass CommunicationTRANSCRIPT
Reten%on = Returned Customers
Sa0sfac0on = Happy Customers
Customers = Register as Sponsors
Closure = Nego0ates/ Feedback in terms of price/ benefits
Quotes = Asking for quota0ons
Qualified Leads = Leads with budget/ pain points/ interest
Lead Genera0on = Websites/ Exis0ng Customer Databases
SPONSORSHIP SALES FUNNEL
Pipe Line No. %
Leads
Qualified Leads
Quote
Closure
Customers
Sa0sfac0on
Reten0on
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
SPONSORHISP
SALES
TRACKING SALES FUNNEL TRACKING
CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/
Answering survey
JOINERS = Register for Facebook/ Linked-In/ Google+/
Following Events
SUBSCRIBERS = Subscribe e-news/ Register to Download
Content
VISITORS = Browsing website
SPECTATORS = Read e-news
RETURNED CUSTOMERS Maintaining membership
SATISFIED CUSTOMERS
MEMBERS = Register for Conference Ticket/
Membership
QUALIFIED LEADS = Asking for quotation/ Show Interest
LEADS
ENG
AGEM
ENT
FUNNEL
SALE
S FU
NNEL
DELEGATE ENGAGEMENT
SALES FUNNEL
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
TRACKING ENGAGEMENT Goal 1: Subscribers
§ Track via URL Goal on Google Analytics § Number of usable contacts exported from website
Goal 2: Joiners
Goal 3: Critics = Number of Comments on Social Media + Custom Site Search + Polls
• Feedback Rate • Conversion Rate
• Satisfaction Rate • Retentions Rate
ANALYSIS
Pipe Line eNews1
% eNews 2
% eNews 3
%
Leads
Read
Not Read
Fail
Reply (Qualified)
Quote
Customers
Satisfaction
Retention
TRACKING SALES PROCESS
MARKETING OBJECTIVES
New lead generations
Website Visitors 10.000 per 2
months
Subscribers (downloading
content) = 1000
Joiners: +2000 Linked In: +500
Facebook: +1500
Leads from other marcom activities
= 500
Qualified leads
Conversion Rate = 10%
Total Lead: 4000 Qualified Lead:
400
Customers conversion
Conversion rate = 25%
Target no. of customers: 100
Conference Ticket: 200 USD
Customer satisfaction
80% Satisfied
Returned customers
Return Rate = 60%
SALES OBJECTIVES
DELEGATE REGISTRATION TARGET REVENUE
FOR A CONFERENCE PROJECT: 20.000 USD
MASS
COMMUNICATIONS
Lead Generation
Demand Generation Sales Conversion Satisfaction
Sales Sales + Customer Service + Logistics
LEADS QUALIFIED LEADS
QUOTES
CLOSURE CUSTOMERS SATISFIED
CUSTOMERS
DIRECT
COMMUNICATIONS
LEAD GENERATION DEMAND GENERATION
• Website • Social media • PR
• Email marketing • Direct mail • Tele-marketing • SMS marketing
Marketing Communication
• Generate Awareness • Generate Interest/
Engagement • Generate Demand
• Generate Awareness • Generate Interest/
Engagement
• Probe Interest
• Open Rate • Click Through Rate
(Drive Website Traffic) • Email Contact • Phone Contact
• Generate Awareness • Generate Interest/
Engagement • Generate Demand
• Reminder • Offer Discounts
Program
• Visit Website • Email Contact • Phone Contact
• Check Email • Check Mail
• Visit website • Call Hotline
• Content Rich • Text + Image
+ Links
• Fast to reach • High rate of unread
• Not Intrusive • Active Reading
• Content Rich • Text + Image
• Limited Text
• Slow to reach • High rate of unread
• Not intrusive • Active Reading
• Time limit • Verbal • Highly
Interactive
• Fast to reach • High rate of Reaching
• Intrusive • Active Reading
• Fast to reach • High rate of Reaching
• Very Intrusive • Passive
COMMUNCATION
OBJECTIVES TARGET ACTIONS
INFORMATION REACH
BE INFORMATIVE LOSE THE SALES HYPE
KEEP IT BRIEF
AIM FOR A CLICK
HAVE A COMPELLING OPENING LINE
BE RELIABLE AND
CONSISTENT
Break ups are rough, but would you rather someone break up with you calmly, or unknowingly throw you under a bus?
LET THEM OPT-OUT
EASILY
No
Yes
No
Not sure
Explain core benefits
(phone scripts)
Ask for Reasons + Ask for Future Coopera%on
Yes
Busy Number busy or Recipient is busy
Wrong number
Check email/ Ask for addi%onal email + Resend + Brief introduce (if rep has %me)
Check Interest
Check Receipt of marke%ng info
I am s%ll thinking/ I am wai%ng for approval/ I am checking with my team
Yes I am interested, please send me more info on the packages Asking for price quota%on
Sorry we cannot par%cipate
Update databases
Call again later
Change account to Ha
Le
Out of budget
Have other schedules
Target audience are non-‐relevant
Have other business priori%es
Why should I aUend?
Suggest to send updates via email + ask for permission to call back later
Ques%on the effec%veness of
the event Other reasons
Why?
2
3
5
0
1
4
Start of Sales
Process
UNREACHED
REACHED
2ND PHONE CALL + Update Databases
Sending Proposals Close the Deal List of Potential Customers
PHONE SCRIPT • Introduction • Check email receipt • Event benefit briefing • Ask to call back
LEAD
GENERATION
DATABASE MANAGEMENT
PR
Website Linked-in
E-news
SMS
Direct Mail
1ST 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 Interest • Explain event core values • Ask to call back/ Why not interested • Probe for Marketing Budget Planning/ Biz goal / Target segments
SALES KIT • Marketing Letter • Event Overview • Conference Agenda • Floor Plan • Attendee Profile • Attendee List (tentative) • Event Schedule
GUIDELINES TO DEVELOP CONTACTS?
TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING
CUSTOMIZE PACKAGES PRCING NEGOTIATION
INTEGRATING SALES & MARKETING PROCESS
“Any business that does not have a WEBSITE is missing out on one of the MOST POWERFUL
marketing tools available to them”
GENERATE TRAFFIC
• Capture enormous amount of Traffic on the Internet
• Make your company more accessible to your customers
GENERATE SALES
• Products/ Services Information
• Sales Pitching
EFFECTIVE WEBSITE
If you start with a detailed look at the objec0ves of the user and the business, you would be able to sketch out the various flows that need to be designed in order to achieve both par0es’ goals. User objec0ves could range from finding a fact to replacing a product to learning a new skill to buying a giR for someone. Business objec0ves could be geTng a lead, a like, a subscriber, a buyer, a download or a phone call. Iden0fying each user and business objec0ve is the first step to crea0ng design flows that meet all of them. USER GOALS
Search for update market info
Seek idea for a gift
Learn a new skill
Seek a marketing initiative
BUSINESS GOALS WEB CONTENT FLOWS
A Like Useful Content
Product Information
Product Testimonials
Product Benefit Arguments
A Download
A Subscriber
A Lead
A Phone Call
A Buyer
EFFECTIVE WEBSITE
STOP DESIGNING PAGES
START DESIGNING FLOWS
Design flows that are 0ed to clear objec0ves allow us to create a posi0ve user experience and a valuable one for the business we’re working for.
Too oRen, we prematurely turn our focus to page design and informa0on architecture, when we should focus on the user flows that need to be supported by our designs. It’s 0me to make the user flows a bigger priority in our design process.
EFFECTIVE
PR
Building good relationship with key media agencies
Attracting participation of local and international
media agencies
Maximize Media Coverage and Enhance
Brand Image
PR OPERATIONAL
OBJECTIVES
PROJECT TIMELINE
• Media Hospitality • Handle all media requests on site • Coordinate for maximum TV and print coverage • Organize for one-on-one interviews for sponsors/ speakers
• Press conference • PR campaign on newspaper and online, television (to announce the event) • Video clip production • Seek publication sponsors • Update Media center of each event website
POST-EVENT
EFFECTIVE
PR
• Thank you Letter • Press Follow up • Press Clipping/ Media Report • Report to IDG World Updates
PRE-EVENT ONSITE
BUILDING RELATIONSHIPS WITH MEDIA
Source: MIC report - 6/2012
784 Media
agencies
25 daily newspapers
564 magazines
67 TV channels
62 online news-papers
17.000 journalists
EFFECTIVE
PR
• LOCAL PRESS • SPECIALIST PRESS = Industrial sector • SPECIALIST PRESS = Reader Profile • CONSUMER PRESS • NATIONAL PRESS
Press . Television . Radio .
PR vs. MEDIA RELATIONSHIP
EFFECTIVE
PR
BE A EXPERT – SHARE INSIGHTS • Provide news
• Provide in-depth analysis and comment on a topical or relevant subject
• Connect journalists with industrial experts • Always associate the news with the brand
name, slogan and messages
• BE A FRIEND – OPEN & HONEST
• Journalists like stories that present something NEW
• Journalists like stories that include the RESULTS OF RESEARCH
• Journalists like stories that are linked to ANNIVERSARIES
MEDIA CONSIDERS PR AS CONVENIENT, QUICK AND RELIABLE INFORMATION SOURCES
PR CONSIDERS MEDIA AS COMMUNICATION CHANNEL
WITH THEIR DIVERSIFIED TARGET AUDIENCES
SHORT . STIMULATING . GET TO THE POINT. AUDIENCE FOCUSED. CATCHY HEADLINE.
EFFECTIVE
PR
WRITING A PRESS RELEASE
WHO? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?
WHAT? What is new?
WHY? Why is this important news — what does it provide that is different?
WHERE? Where is this happening/is there a geographical angle/is the location of business relevant?
WHEN? What is the timing of this? Does this add significance?
HOW? How did this come about?
EFFECTIVE
PR
WRITING A PRESS RELEASE
FIRST PARAGRAPH All the information should be included into the first paragraph TEST: Can the story can be understood in its entirety if only the first paragraph was reproduced in print?
SECOND Expansion on 1st paragraph information. Give a bit more details.
THIRD Provides a quote
FOURTH Final Information: Company Profile, Referencing websites, Contact Info, etc.
Keep the copy as tight as possible. Less than three pages.
Less than 25 words per sentence.
PRESS RELEASE
CHECKLIST • Assess if the story has news
value and if a release is appropriate
• Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.
• Identify the key facts – ask who, what, why, where, when, how?
• Draft a template structure for your story.
• Decide who should be quoted from your organization and if third-party quotes would be useful.
• Check whether a photo can support the release.