Transcript SISO 2006 - The Rebedeau Group

Registration as a Marketing Tool
Convention Data Services
2006 SISO Executive Conference
August 15th, 2006
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
Can registration be a marketing tool and a source of revenue?
Absolutely!
Today we will review multiple initiatives you can use as part of your registration
process both pre-show and onsite to increase attendance and revenue for your
event. We will showcase up-selling techniques during the registration process,
various sponsorship opportunities, personalizing registration to the attendee, as
well as viral marketing techniques.
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Registration as a Marketing Tool
• Event Inquiry Page
 Year round presence
 Hosted live right after
current event
 Registration ‘placeholder’
 Capture detailed information
on interested attendees,
exhibitors, speakers and
more…
 Real-time notification of key
leads to your sales team
 Sponsorship opportunity
 Inquiry ROI tracked &
reported
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Banner Ads
 Multiple placement
options
 Exclusive or varied
offerings
 Additional revenue
opportunity or
sponsorship package
 ‘Clickable’ Link on
confirmation page to
exhibitor web site
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Dynamic Banner Ads
 Target the specific
registrants that your
exhibitors want to sell to
 Ad displayed based upon
demographic answer
 Use your database in real
time for additional
revenue opportunities or
sponsorship packages
 ‘Clickable’ Link on
confirmation page to
exhibitor web site
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Registration as a Marketing Tool
• Up Selling Registration
 Demographic answers
can be used to suggest
education content,
conference tracks and
social events
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Registration as a Marketing Tool
• Targeted Messaging
 Demographic answers,
customer ID numbers or
Priority Codes can be
used to personalize the
registration process
 Soft up sell approach
 Reward Alumni attendees
 Highlight special offers
or events
 Group Discounts
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Registration as a Marketing Tool
• Invite-a-Colleague
 Word-of-Mouth
Marketing Tool
 Increase first-time
attendees
 Effective attendee
acquisition
 Invitations and
Registrations are tracked
and reported
 Promotional and discount
codes embedded in
registration link
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Invite-a-Colleague
Reporting
 Real time report
access
 Sort by converted or
pending
 Easily measurable
 Prospect contact
information exportable
into Excel for future
email campaigns.
 Average 34%
conversion rate
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Up selling
 Up sell to current
registrants
 Use in conjunction
with an email or
telemarketing
campaign
 Promote additional
program content
 Average of 11% of
registrants upgrade
 Increase event
revenue
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Invite-a-Customer
 Exhibitors invite their
customers or prospects
 Exhibitors can send
personalized email
invitations
 Registrations are
tracked
 Exhibitors receive full
contact list of those
leads that registered
 Increase Exhibitor ROI
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
• Additional Marketing Opportunities
 Email Confirmation
 Pre-Show Registration Reminder
• On-Site Marketing Opportunities
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Self-Registration
Wireless Will Call – “Line Busters”
Message Center / Social Networking
Cyber Café
Session Locator & Scrolling Monitors
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• All Rights Reserved • www.cdsreg.com
Registration as a Marketing Tool
Questions & Discussion
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Registration as a Marketing Tool
Thank You!
Ken Ferreira
CDS
[email protected]
Jenabeth Ferguson
JD Events
[email protected]
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• All Rights Reserved • www.cdsreg.com