not all media partners are created equal - shepard · not all media partners are created equal....
TRANSCRIPT
Webinar #5Not all Media Partners are Created Equal
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Keys to Successu Know what your eco-system valuesu Know where they go for education
and informationu Know where they hang-out in social
media channelsu Relevanceu Reachu Opportunities
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Why are Media Partnerships Valuable?u They have similar objectives to yoursu They have a reachable community and
contacts not available elsewhereu It won't cost you additional moneyu Your event will gain additional credibilityu It is a credible source for good quality
inbound linksu They can give you quality content (and vice
versa) to drive more traffic to your website
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Phase 1 - How to Identify Potential Partners
u Your Sales Teamsu Your Production Teamu Competitive Eventsu Google Alertu LinkedIn Groupsu Twitteru Facebooku Google+
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Phase 2 - How to Choose the Right Partners
5KeyQuestions
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Phase 2 - How to Choose the Right Partners
1 Why does the company exist?
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Phase 2 - How to Choose the Right Partners
2 How does the organization make money?
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Phase 2 - How to Choose the Right Partners
3 What benefits are they looking for?
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Phase 2 - How to Choose the Right Partners
4 What do you want from them?
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Phase 2 - How to Choose the Right Partners
5 What might their objections be and how can you handle them?
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Agency Outsourceor in-House?
u Create media sponsorship packagesu Solicit media partners to negotiate and coordinate promotional
arrangements (Ad Banks)u Negotiate efficient and cost effective buys with magnified
promotional valuesu Placement of advertising with mediau Real time review of placement schedulesu Reconcile all media bills to ensure accuracy and completion of all
agreementsu Coordinate publicity efforts with media partners
Responsibilities
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Agency Outsourceor In-House?
u Practicalu More Brain Poweru Established Relationshipsu Free-up Internal Resourcesu Increased Speed-to-Marketu Improved Qualityu Cost Effective
Outsource Prosu You run the communications showu More Controlu Stable Environmentu Passionu Relationships owned by youu Greater and more transparent impact
In-House Pros
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Social Amplificationu Marketing efforts used to encourage
people to spread, or amplify, your message on social networks
u From an event organizer’s perspective this means encouraging your registrants, exhibitors, stand staff and speakers to tell their networks that they will be at your event in order to increase your registrations.
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Social Amplification
u Registrantsu Media Partnersu Exhibitors & Sponsorsu Exhibit Stand Staffu Speakers
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Amplification Potential
24,00043,0005,000
ExhibitorsRegistrantsSpeakers
Social Media Survey Data collected from:
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Case Study – Single ShowSocial Amplification
3,500411
100,000280
Total Registrations
Registrants Participated in SM
People Reached
Trackable Registrations
Richard [email protected]