Describing
the features and events of your conference won't automatically compel
members to sign up. To make your conference the one no member can afford
to miss, focus on selling points like these.
1. Explain why they should attend
Most conference materials list workshops, speakers, and events, but
they don't tell members why they should make the trip. Will the conference
make me more successful? Will I meet important contacts who can help
my career? Will I learn new skills I need on the job? Stress the benefits
of being there.
2. Show what they get for their money
Summarize everything that registration includes. Let your members see
exactly how much they're getting for one low, low conference fee.
3. Show the conference at a glance
Give a brief overview of key events, speakers and workshops. This may
be the only information some members read before they decide whether
to keep your information and read further, or throw the materials away.
4. Tell members what they'll learn
Will they learn a valuable skill to make their jobs more secure? Or
information on upcoming regulations that will affect their business?
If it's important enough to come to the conference for, spell it out.
5. List who's going to be there
Who is most likely to attend your conference--managers, supervisors,
accountants, executives, presidents,...? Members are more likely to
attend if they know others in similar positions will be there.
6. Explain why they should bring their associates
Business members may want to economize by sending one or two representatives.
Let them know how everyone can benefit by attending. For example, associates
should attend a series of management and leadership courses, or there
may be important concurrent sessions--to get all the information two
or more people from the company will have to be there.
7. Explain why the company should pay for a member to attend
How will the member's attendance benefit his organization? Stress features
like leadership development, management training, updates on the latest
technology, or important networking contacts who will be there.
8. Stress opportunities for networking
You already know this is a big selling point for conferences. Be more
specific than "great networking opportunities." For exhibitors, talk
about all the decision-makers attending. For new members, mention experienced
attendees who can offer advice and ideas. For experienced members, talk
about peers who have new ideas, or solutions to challenges they face.
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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. |
