The conference and events markets have always been lucrative for venues with the right location, facilities, prices and marketing approach.
These markets are, however, becoming increasingly challenging to secure profitable conference and events business from as more venues enter the ring, more organisers run less events, smaller events, budget events, non-residential events and later-booked events, and with greater choice than ever before.
Thus the slices of the pie are, for most venues, becoming smaller.
THE CERTIFICATE IN CONFERENCE VENUE MARKETING (CCVM) is a unique, four-day course held on your premises for one or more delegates with a unique qualification for those who attend and pass the 1½ hour examination.
It is staged by the Society of Event Organisers (SEO) and sponsored by RGA UK Ltd, a specialist event industry direct marketing company, and the material is presented at all times from the event organisers (your customers) point of view with some eye-opening feedback from organisers on how they like, and definitely don’t like to be marketed to. In addition, and also uniquely, the material is all presented by marketing practitioners, sharing practical and proven tips for success, also incorporating what not to do.
THE CERTIFICATE IN CONFERENCE VENUE MARKETING is delivered to delegates as an instructive and enjoyable mix of presentation, interaction, discussion and exercises.
It will also feature significant time for the important delegate to delegate networking that invariably results in a mutually beneficial and invaluable exchange of tips, ideas and experiences in the specialised world of venue marketing.
The CCVM will be of most use and benefit to the following groups:
The Certificate in Conference Venue Marketing is a unique opportunity to acquire the valuable experiences of other practitioners. For many conference venues the profit on one extra booking in a year will more than pay for the fee.
The big picture – nature of the market(s) – types of organiser – the big spenders – getting achievable marketing objectives for your particular venue – the best winning strategies – SWOT and what’s really important to organisers – what must go in the conference pack – where branding fits - pricing for maximum success – affinity marketing – networking with competitors – some zero-cost marketing – dirty tricks marketing (to avoid, not emulate) – the marketing bullseye, and the marketing plan.
Advertising – magazines and newspapers, some golden rules – directory advertising – TV advertising – internet advertising .
The scope of PR – what impresses organisers and what just curls their toes – some possible partnerships – evaluating the press – selecting the press and building a press list – approaching the press – press events – conceiving press stories, to impress the press – using story hooks, real news, surveys, advice, controversy – writing a press release, ten good and bad things to do – use of quotes – use of photos – delivering to the media – other ways to work with the media – how to alienate the media – what to do if you get bad press.
E-mail marketing, the lowest cost option – sourcing and evaluating lists – permission marketing – opt-in and opt-out, the law on marketing e-mails – spam filters and what trips them – an editorial option.
Direct mail, some basic truths – what the objective should always be – the offer, the creativity and the list – formulating the best offers – creativity, some good tricks and bad traps – printing for direct mail – copywriting – building a database – types of lists available and how to evaluate – testing, testing – mailing to individual or job title – use and abuse of personalisation – maximising and measuring return – law on lists – Telemarketing, now it gets personal – the phone/mail/phone strategy – getting through - the best and worst approaches – some winning ways – and yes, it can be fun.
Exhibitions, the face to face medium – working out best strategy – choosing good exhibitions, not just the obvious ones – some criteria for evaluating – picking a high-traffic site – designing a stand that pulls in the right visitors – promoting the stand – managing the stand – training stand staff to work the audience and capture leads – following up.
Special events at your venue – conceiving and organising open days, educational events and receptions – running show-rounds for interested potential customers - where all the above comes together.
The fee for the CCVM is £1000, plus £100 per delegate, or £800, plus £80 per delegate for SEO members. (Free sign-up at www.seoevent.co.uk)
Extra would be second class rail travel and accommodation as required, by arrangement.
There is no VAT as the society has de-registered.
Society of Event Organisers
29a Market Square
Email: [email protected]
Society of Event Organisers. An organisation for corporate and association event organisers
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