Marketing Different
There has been a positively raging firestorm of personal attacks in the association blogoclump on the idea of marketing. OK, more like spirited debate of the ideas while maintaining respect for each other individually but that didn’t sound as exciting. 
Here is Kevin Holland’s post that sums it up nicely and gives his take.
In any case, I offer up an example of someone who tried something new in marketing their event, measured the results and learned from the process. I give you Kristi Donovan:
David asked me about the crazy idea - and I realize I never did tell the details. We decided to segment our marketing to our target audiences for the conference. I identified three sessions that each of our audiences would be interested in attending, put them on the cover of our brochure along with a statment such as: “We’ve designed the following sessions for chief executives like you!” Then we mailed that cover to our CEOs and COOs. We did it for 4 distinct audiences and then a generic for everyone else. We intended to personalize but that became cost prohibitive. (And maybe we didn’t even need it!)
Is this rocket science? No, not really. But a big, big step forward for us.
What was the result?
I am absolutely thrilled that my cockamamie idea in June that caused me and my coworkers so much stress has apparently resulted in an 85% increase in registration for our meeting over this time last year. Truly phenomenal. Some folks have suggested that may not hold through the rest of the reg period. Frankly, I’m just happy that something in our marketing mix is working. Heck, not just working, but kicking butt. If nothing else, we’ve gotten 85% more people to commit to our meeting earlier than ever.
Can’t beat that. It wasn’t so crazy after all!
Kristi’s posts are an excellent example of how thinking critically about your segments and making a targeted offer can pay off. And they did measure data to track results but it all started with trying something they had never done before.
Like Kristi says, this isn’t rocket science. What is different? She tried it! Breaking out of the ‘always done it that way’ rut and taking action puts her ahead of 90% of the field out there.
I’ve said it before, and I’ll say it again - Isn’t coming up with new ideas and trying them what makes the job so darn fun?
Okay David, I just have to point out that I’m impressed that you admit to following the Work & Life Strategy for the Working Mom blog. Just kidding. Kristi has great things to say - to working moms, working dads like you, and all association execs. I just subscribed to the feed myself - but then again, I am a working mom continually struggling to find balance!
But to the marketing idea, go Kristi. I love seeing examples of how taking one little risk - trying one new thing - can make such an impact! And even if it hadn’t, no harm done. Try something different next time.
Thanks David. I think Mickie summed up my philosophy well. Try something. If it doesn’t work, try something different next time. If you do what you’ve always done, you’ll get what you always got.
Oh, and yes, we’re still up in registration… but the percentage has declined significantly. I’ll post an update soon.
Mickie, I had to subscribe since I kept goading Kristi to start it! Plus, she writes good stuff.
Kristi, thanks for continuing to share your experience!