no need to press your programming luck: a guide to a year of no whammies presenters: jessica kennedy...
TRANSCRIPT
No Need to Press Your Programming Luck: A Guide to a Year of No Whammies
Presenters: Jessica Kennedy and Dawn McWilliams
Agenda
• Introductions• Programming: The Basics• Product• Venue• Service• Value
• Programming TV Guide Channel• Monthly events• Special events
Programming TV Guide Channel
• Monthly programming• SIGs• Awards• Awards events • Marketer of the Year/Corporate Marketer of the Year • Conferences
Programming TV Guide Channel(continued)
• Collegiate programming • Community • Bootcamps • Networking/Social • Fundraisers • Member only events • New member orientations
Introductions
• Name• Elected position• Chapter• Memorable programs moments
• Maybe AMA or otherwise.• What made it memorable?
Plan a Winning game show
• It takes preparation and lot of studying to find out how to do it right.
• Share your experience with the person beside you about how you would go about studying to play well in a game show.
The Keys to Winning Events
Elements of a good show!• Product• Venue• Service• Value
Board in the Box Truth:
Build relevant & powerful programming
Board in the Box Truth:
Build relevant & powerful programming
Programming Value
• Programming = Revenue
• Value = AMA Memberships
• Sponsorships = Revenue
• Programming = Increased membership and retention
Board in a Box Truth:
Treat the chapter like a business
Board in a Box Truth:
Treat the chapter like a business
Pre-Show Strategies
• Ask your audience for input • Get a top volunteer team for logistics• Outline a step-by-step planning process• Coordinate efforts• Deliver value
Board in a Box Truths:
Recruit carefully
Strive to keep six active volunteers on your programming team
Pay for Nothing
• Takes planning, focus, dedication and continuous follow up and support
• Create event-specific plans and budgets
• Create enticing sponsorship packages
• Find people already traveling to your city
Great Programming-Product
• Flashy content
• Engaging speakers
• Exciting formats
• The right timing, price and mix
• Solid logistics and service
• Efficient communications
Board in a Box Truth:
Great programming leaders are stellar
event managers and make every event a
“show”
Board in a Box Truth:
Great programming leaders are stellar
event managers and make every event a
“show”
Flashy Content
• Membership driven information• Diversify to satisfy a broad range of member interests• Interactive
• Take-aways:• Handouts or downloadable presentations• Tips
• Something I can apply to my work this week
Flashy Content Generation
Know your competitors:• Leverage the relationship with rival organizations• Joint events• Shared calendars to avoid “double booking”• Leverage your connection to local large
companies who may be brining in speakers that you can also recruit
How to Find Engaging Speakers
•Marketingpower.com•Past programming chairs•Speaker search•Mid-year retreats•PCC representatives•Network with other chapters–regularly•Speakers coming in to other local companies
•Leaders List Serve•Other chapter websites•Convention and Visitor’s Bureau•Your local universities–and their connections•LS10•Ad agency clients
Engaging Speakers
• See demo/video of speaking style in advance
• Have pre-event conference call to give speaker detail about your audience, as well as getting an idea of their style
• Get references
• Lecture series vs. Workshops vs. Panels
• Build in networking time to the show
• Big brands
• Pecha-Kucha
• Workshops
Exciting Formats
Benefits of Differing Formats
• Mix it up to keep it interesting for the audience
• Pay attention to your member and event surveys
• Know your audience
Board in a Box Truths:
Make a strong connection with membership
Conduct attendance surveys to gauge quality & effectiveness
The Right Timing, Price and Mix
• Breakfast, lunch or dinner-ask your audience what they want and when!
• No dark periods throughout the year• Member vs. non-member pricing• 40% minimum pricing differential
• Early bird pricing
• Punch card pricing
Board in a Box Truth:
Minimum differential for
member vs. non-member
programming fees is 40%
Board in a Box Truth:
Minimum differential for
member vs. non-member
programming fees is 40%
Logistics and Service
Overview•Consistency of the brand•Use event checklists•Plan for failure…have a back up plan• Evergreens
Peripheral Speakers • Committee chairs• Sponsors
Timing• Networking• Eating• Announcements• Presentation• Q&A• Parking validation• Parking logistics
Registration
• Signing-up: make it easy• Onsite: • Welcome• Nametags• Payment• Receipts
• Signage
Timing of Communication
• Pre-promotion• Segmented
• Event promotion• Event registration • Post-event information
• Takeaways for members?
• During-event communication?
Board in the Box Truth:
Six weeks is the lead time necessary to promote a regular
chapter event. Allow 12-18 weeks for
conferences and larger events.
Program Volunteers
Possible roles:• Speaker recruitment/speaker host• Communications• Hospitality• Sponsorship• Audio visual• Greeters• Table captain
Don’t forget to assign the board!
Board in a Box Truth:
Have at least 6 programming
volunteers
Board in a Box Truth:
Have at least 6 programming
volunteers
Value of Program Experience
• Hot location
• Right mix of participants
• Food and beverage
• Audio visual extravaganza
• Networking opportunities
Right Attendee Mix
• Students members
• Non-members
• Sponsors
• Levels of the corporate ladder
Board in a Box Truth:
Actively pursue sponsorships!
Board in a Box Truth:
Actively pursue sponsorships!
Food and Beverage
• Say NO to rubber chicken!
• Full service vs. buffet
• Drink tickets for networking sessions
• Creative sponsors to enhance the experience
• To dessert or not to dessert?
Audio Visual
• Try to use today’s technology to promote and enhance your audio-visual, not yesterday’s technology
• Music
• The PowerPoint
• Photographer
Networking-Meeting the Audience
• A key component in the program
• An opportunity to build member retention
• Member only events to drive membership
• Use the Board as table captains
• Employ networking games
Measure of Success
• Satisfaction surveys
• Increased attendance at events
• Profits for the chapter
• Growth in membership
Challenges & Opportunities
• What barriers have you encountered?
• What are some unexpected wins?
• Where did your hard work get you last year?
Monthly Shows
Engaging speaker:• National vs. local vs. regional• Title vs. company name• Preparing your speakers to know your audience
Remember, you need 2 out 3 for a winning time!
Special Interest Groups (SIGs)
What are SIGS?
Why do them?
Sample SIGs
• E-marketing• Health services• Market research• Young professionals• Energy• Non-profit• Technology• Services marketing
• B2B• Hispanic marketing• Non-profit• Midsize agencies• Public Relations• Word of mouth• Mobile marketing• Social/communities
Logistics for SIGs
•Proper staffing and planning•Define your audience•Host 2–3 events per year, per SIG•Mix it up–formats, speakers, times of day•Cover your costs•Cross promote •Track and measure each event
Awards Shows
• Celebrating excellence in the community by awarding winners in the field of marketing
• Keys to success:• Dedicated committee – one year of planning• Keep categories to a few to start• Strong, well branded, heavily communicated
message• Reach out to non member companies• Avoid conflicts with other local awards shows
Award Show Winning Teams
•Co-chairs•Sponsorship•Entries and judging•Awards•Displays•Logistics•Marketing & PR•Production
Award Show Risks
Expect at least $5K in expenses in the first year, including:
• Cost of trophies• Marketing• Venue• Promotion• Panel of judges (travel &
entertainment or mailing entries)
Award Shows Rewards
Rewards: • $10K - $30K or more!• Greater visibility• Brand recognition• Cross pollination• Energy• Excitement• Positioning • New members!
Why Special Shows?
Special events play an important role to… • Protect the chapter’s financial health
• Build membership by offering topics to a specific target audiences
• Diversify the programming mix
• Build your chapter’s brand image
Risks vs. Reward
Risk of financial losses• You must run each
special event like a business
• In-kind sponsorships should cover your hard costs
• For cash sponsorships, target the presenter’s customers
Special events may dilute your
chapter’s monthly events• Focus on hot topics,
strong panels to build interest
• Coordinate scheduling so you don’t overlap other events.
• Partner with other professional orgs
Conferences
• Put together and host a conference to showcase marketing best practices in your community.
• Professional development series• Collegiate conferences• Integrated marketing summit• Internet marketing workshop
Collegiate Events
• Incorporate collegiate members in monthly meetings-networking benefit
• Agency tour days• Mentoring events• Internship or shadowing days• Collegiate retreats
Board in a Box Truth:
Make a strong connection with programming
Board in a Box Truth:
Make a strong connection with programming
Community Events
• Workshops for non-profits• Raising awareness for non-profits• Fundraising for non-profits• Participating in community events• Judging DECA• Speaking to local high school business classes
Bootcamps
AMA Bootcamps Available:• Marketing Bootcamp• Non-Profit Bootcamp• Marketing Research Bootcamp• Branding Bootcamp• Marketing Planning Bootcamp
Or partner with a local University for content
Networking & Social Events
Networking is an important AMA benefit –
Make it SPECIAL!• Meetup.com – Chicago• Java Talks – Columbus• Superbowl Ad Networking – South Florida• On Site Tours – Central Virginia & Nashville• Extreme Speed Networking – Richmond
Fundraising Events
• Scholarships• High school• College• Conference• Bridge memberships
• Chapter projects• Partners to support non-profit efforts
Member-only Events
• What is the value• How do you do it without alienating the other people
who generally come• Regular programming add-ons
Board in a Box Truth:
Keep local membership
relevant
Board in a Box Truth:
Keep local membership
relevant
New Member Orientations
• Welcoming• Engage people early on as volunteers• Utilize past presidents
• Explain chapter practices• Vary the times…• Mornings• Attached to other programs• Lunch
Resources
• Find these Board in a Box resources and more at: www.marketingpower.com/cr
• Programming section for forms, templates, samples
• Leaders Listserv
• PCC Representative
• Your Past Programming Leaders
• LinkedIn Groups
Board in a Box Truth:Great programming leaders are never
satisfied!
Board in a Box Truth:Great programming leaders are never
satisfied!
Thank you!
