Know-How Exchange : Other

When marketing to C level executives it is critical to use "Visual brochures" words that let them see the value in you meetings:

1)Create CEO dictionary of your audience of the words they use in their everyday business conversation

2)Research what are the top 5-8 business pains they are dealing. Generally C level executives are concerned about increasing income or decreasing expenses or both

3)Name your marketing event using the title of the person you wish to attend and naming a business problem you wish your event to discuss

Example:

"How CEO''s of Non Profit''s Can Implement Disabilities Programs To Reduce Operating Costs in 2004!"

I thought about this for awhile....even did some research.

The best idea I have come up with so far is to put ads in The WallStreet Journal and Usa Today. Those are probably the two of the most widely read publications in the C level business world.

It may be costly, but perhaps cheaper than brochures, mass mailings, and cold calling.

I hope that helps! That''s what I would do!

Good Luck!!

Although I agree with the above mentioned suggestions by John and SocEnt34, it all depends on how big your conference is going to be.

Being non-profit, I assume you do not have the time, personell, or resources to go "door-to-door" to every potential CEO''s office with incentives and a smile. Likewise, listing topics and that will attract other CEO''s is brilliant but of course, you have to get that information to them.

Hence, my suggestion of a mass ad in business print such as WSJ and USA Today. John is right, if you direct contact with a CEO is nearly impossible with persistance but unless there is a short list of tartgeted CXO''s, you may get the best results from the media. Who knows, since you are non-profit, maybe CNN or MSNBC with do a story or a series of announcements for you.

Good answers and Good Luck!