Question

Topic: Other

Planning A Conference And Its' Teaser

Posted by Anonymous on 12/16/2009 at 6:04 PM ET 125 Points
Our organization is hosting an educational associations conference in two years. The theme we have chosen is around diversity. My subcommittee is charged with the marketing and registration processes, including the event teaser to be presented at the 2010 conference in June.

As the marketing person on the committee I get the sense a lot of it is up to me to get started. But I have no clue as to whats involved in a teaser? my sense is planning this is not the same as a product/service campaign. Januarys around the corner. So where do we/i start? how flashy do we need to get?

any suggestion of books to review?

what might I consider when directing graphic design, specifically the logo? the designer seems to need some direction to.

I know I would definitely like to incorporate social media somehow but perhaps I'm putting 'the cart before the horse'?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/17/2009 at 7:42 AM Accepted
    Start with the core benefit. Why should someone spend time & money to attend the conference? What benefits would they get from this expenditure that they couldn't get from reading books, attending local classes, etc.? Why would knowing about the conference this far in advance be something that would excite them and something that they would want to block off in their calendar?
  • Posted by CarolBlaha on 12/17/2009 at 8:33 AM Accepted
    You have a big project ahead of you.

    Will the teaser be part of another event? Or stand alone?

    Start by creating a timeline and milestones. List every task, who is taking on that task and a date for it. Create milestones and put those on the time line. Make your media contacts first. As each workshop/speaker is brought on board, get the word out. Repetition will get the event on the top of people's mind.

    It really isn't that different than a product or service campaign. Just a different time frame-- because in this event, it all boils to one day.

    As far as logo, review with the designer the event and what diversity means to it. If she's done this before, look to her for guidance. Make a list - I like to use sticky notes on a white board. Then start peeling them away-- things that aren't unique or relevant. The logo has to tie to the theme, those kind of meetings often ideas just bubble to the surface.
  • Posted on 12/17/2009 at 9:27 AM Accepted
    'how flashy do we need to get?"

    I think these days aren't about flashy, they're about value. Everyone is dealing with lower budgets - even if your budget isn't limited for planning this event, it's likely that your potential attendees have less money to attend it. Make sure that you convey the value they'll get out of your conference at every turn - the event website, Twitter account, blog, registration pages, email invitations, etc.

    With this value in mind, I think it will be easier to get a logo and title, then start creating the copy for all your event correspondence and collateral.

    https://blog.cvent.com
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