You send out promotional materials every year -- but your conference attendance still isn't what it could be. Now what? Put a spark into your campaign with these attention-getting pieces.
1.
Mark-your-calendar announcement
Include all the important conference-related dates, including: a mailing
date for the preliminary program, deadline for early registration, and,
of course, the dates and location of the conference. This early piece
gives them plenty of time to plan ahead--and starts to build anticipation
for the conference.
2. Calendar stickers
Include these with the mark-your-calendar announcement. Make a bright,
eye-catching sticker for each conference deadline, with instructions
to peel and stick 'em on the calendar. (They're especially good for
members who don't remember to write anything down.)
3. Early-bird registration offer
Encourage early registrations with a significant discount of at least
20%. Be sure to prominently display a cutoff date for early registration,
and stress the savings over the regular registration fee.
4. A letter from the president
A letter from the association president offers a personal touch, which
is often more persuasive than the benefits promoted in a program or
brochure.
5. An invitation to attend
Another piece with a personal
touch. It can give the conference the feel of a not-to-be-missed event.
To cut down on mailings, it can be combined with the president's letter.
6. Invoice stuffer
Slip this conference announcement into the envelope with annual dues
invoices, and any other mailings sent to your members.
7. Bring-a-colleague certificate
Include this in the registration confirmation package. These members
are excited about attending...encourage them to share that excitement
with other, undecided members.
8. A conference sneak preview
Hand this out with the registration materials at the start of this year's
conference. Include a special early-registration incentive. This is
an opportunity to reach members who are already in a "conference" mood.
Make it easy for them to drop off the registration form while at the
conference. You'll get even more responses if you add a "bill me later"
option.
9. An exhibitor sneak preview
Start lining up sponsors for next year's conference at this year's.
Offer a special discount for signing up early.
10. "It's not too late to register" postcard
This is an effective reminder for those who waited to register, and
then either forgot, or thought it was too late to sign up. Give them
the opportunity to fax or phone in a response, or to sign up at the
conference.
11. "It's not too late" fax broadcast
Send it within two weeks of the conference--to members who requested
conference information, but never registered. A fax has an immediacy
which will get their attention. Give them the opportunity to fax or
phone in a response, or to sign up at the conference.
12. A thank-you letter
Let members know you appreciated their attendance. Send the letter within
a week or two after the conference. They'll remember the personal treatment
when it's time to register for next year's conference.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
