It's
conference time! And you need to organize a promotional campaign, increase
attendance over last year's, and keep a close eye on every nickel of
the budget. Or...maybe you just need to hire someone who can do it for
you.
Why do so many associations use an advertising or marketing agency with
conference experience? Because the right agency can:
1.
Boost conference attendance
Attendance should increase every year. An agency can determine which
conference benefits will get members to sign up, and develop an effective
message to promote those features. Materials will be designed to sell
your conference benefits to past attendees, new members, and current
members who did not attend last year's.
2. Develop and organize your promotional campaign
You'll get a marketing plan based on the goals your organization establishes,
along with a recommended series of promotional materials to reach those
goals. The agency will set a schedule for producing promotional materials,
analyze costs and benefits for each part of the campaign, and coordinate
with the necessary suppliers.
3. Keep your campaign on-track
Many factors go into a schedule, including approvals from the association
management, production of materials, delivery dates, and mailings. Your
agency will make sure each is done correctly, completely, and on time.
If changes in scheduling or materials have to be made, it will have
the resources and experience to adapt quickly, without upsetting the
campaign's overall timetable.
4. Manage your promotional budget
Expect your agency to negotiate favorable rates with suppliers, revise
components of the campaign as necessary to keep costs in-line with predictions,
and determine where money is most effectively spent to boost attendance.
Your promotion will be a success, and you'll stay within your budget.
5. Save your valuable time
Think of the hours you won't have to spend--of planning sessions with
your promotion staff, meetings with potential vendors, working with
the printers and other promotional suppliers, coordinating mailings,
and supervising the schedule. Instead, you'll get regular progress reports
and reviews of materials from the agency.
6. Stretch your budget
Your agency should know all the tricks for getting the most for your
dollar. It can design materials that can be "ganged up" to print more
economically, choose economical formats and papers, and plan the most
cost-efficient ways to reach your members. You'll also save money because
the agency will anticipate potential cost drivers, and consciously work
to avoid them.
7. Increase exhibitor participation
Your agency will develop materials that let exhibitors know why they
can't afford to miss your next conference. If given enough lead time,
the agency will start promoting sponsorship of your next conference
before this year's is over--with a "sneak preview" brochure for exhibitors
at the current conference.
8. Develop a conference "look"
Do all the components in your campaign actually look like they're in
the same campaign? By developing the overall look first, your agency
can ensure that all promotional materials have a unified, attention-getting
appearance. So, as each piece is sent out, it will help build on awareness
for the conference created by other pieces. And, by planning the look
in advance, using the same design elements and colors throughout, many
pieces can be produced at the same time, which saves money.
9. Provide a fresh perspective
When you're directly involved with a conference year after year, it
can be hard to recognize its strongest selling points. An agency will
take those benefits, and create a new, appealing way of presenting them
to your members.
10. Create promotional materials you
may not think of, but should have in your conference campaign.
11. Produce response generating
pieces like these
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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. |
