Improving Attendance using Content, Frequency and Multiple Channels instead of Marketing Bulk
The article focused on promoting an annual conference, but as we have discussed in previous posts the concepts of content, frequency and channels are applicable to most all marketing efforts.
Walter shared the substantial increase in meeting attendance that he was able to achieve at The Wildlife Society by strategically reallocating his marketing resources.
“In the past, The Wildlife Society had mailed a 32-page pre-conference registration book to members and recently expired members.”1 But this year, he did away with the big mailer. Instead he refocused his budget and initiated three new techniques.
• He launched a conference web site and drove prospects to it using a weekly conference e-newsletter. It started going out ten weeks prior to the meeting and highlighted a different aspect of the event.
• Instead of one mailing, he sent out three low cost direct mail pieces that pushed prospects to the web site.
• Finally, the week that early bird registration was due to close, he sent out daily emails pushing for the sale.
He also expanded his reach by going beyond current members to “deeply lapsed expired members, as well as former non-member attendees.” 2
We all have limited budgets and need to decide how to use them in the most economical way possible. When you have the choice, select more touches in a concentrated timeframe to people who are aware of who you are and what you offer.
1. Darryl Walter, Tips for Promoting your Annual Conference, DMAW Marketing Advents, December, 2009, page 7.
Posted by Tony Rossell