International Conference Marketing

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International Conference Marketing

• Using traditional and electronic
• media to boost your numbers
• Example materials from ICE 2004
• Ashley C. Gordon
• Director
• Carillon Conference Management Pty Limited

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Why bother?

• Numbers mania everyone wants big numbers
• A good conference will be considered a failure if
  numbers are low
• You need the revenue!

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Multi level?

• Integrated promotional campaign
• Traditional printed materials
• Brochures, journals, inserts
• Web based
• E-Newsletters
• Representation

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First and most important

• You cannot flog a dead horse
• Quality program, speakers, topics
• Appropriate destination and venue
• Priced to suit the market
• Quality image and appearance
• An ample promotional budget

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Do the research

• How many delegates do you want
• - break even and desired numbers
• - identify countries from which you
• can expect delegates and realistic
• targets for each
• - compare your expectations to
• historical data (if available)

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Establish your campaign

• Strong Identity
• Quality graphic design
• Consistent corporate image
• Develop a suite of promotional materials
• Uniform across print, web, e-mail

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Establish your campaign

• Create data base
• If you want 2000 delegates your reach
• must be at least 10000
• Single, classified data base
• Postal and e-mail details
• Ensure all enquiries entered

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Establish your campaign

• Schedule promotional activities
• Publication and web release dates
• Forward list of other conferences
• - attend and promote at some
• - send material to others
• Copy deadlines for journals
• Insert dates for bulk distributions

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Establish your campaign

• Recruit collaborators
• - already attending other events
• - equip with resources
• - exploit opportunities
• Integrate message across all media

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Brochure schedule

• 2001 April Announcement post card
• 2002 March DL brochure
• 2003 August Registration brochure
• 2004 March Update brochure
• August Congress commences

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International Conference Schedule

• 2002 ESA, Fort Lauderdale, USA
• 2003 ESA, Cincinnati, USA
• 2003 Japanese ES, Morioka, Japan
• 2004 Asia Pacific ES, Beijing, China

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E-Newsletter schedule

• General distributions
• Each quarter
• At launch of each new brochure
• Target distributions
• After each international conference
• After each bulk distribution

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E-newsletter statistics

• Tracking
• Opened
• Sections of interest
• Who looked at what
• Results
• Read flow
• Forwarded
• Registered

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Never stop promoting

• Even late in the day
• Launch day/partial registrations to local market
  in the last month or two
• Run pre-conference promotion into during
  conference media releases

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Marketing Costs ICE 2004
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Marketing Costs ICE 2004

• Total Marketing Cost 98,255
• Total Congress Budget 3,205,000
• Marketing as of budget 3.06
• Marketing cost per delegate 30

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ICE 2004
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