24-Jul-2012 | The Business Events Calendar (and Conference Alert) is one of the most important member benefits. Around 17,000 delegates attend conferences/events in Tasmania each year – make sure you are targeting them. If you are not using these resources – start now!Available to gold level members and above, this calendar has the contact details of the key decision maker for every business event secured for the state by Business Events Tasmania. When used correctly, direct marketing to this calendar can yield great results.
The Conference Alert appears in every Member Newsletter and provides an overview of the business events scheduled for the state in the following month. The Conference Alert is accessible to all levels of membership and again provides the contact details of the key decision maker for direct marketing opportunities.
If you are not using these resources – start now!
- Set yourself a reminder every month to check the Business Events Calendar for new events (gold members and above) and/or read the Conference Alert in the Member Newsletter.
- Look at the location of the conference/event, the delegate numbers and client to see how your product/service might be of use or able to benefit.
EXAMPLE: a conference at the Hotel Grand Chancellor Hobart is likely to generate business for local restaurants. Contact the event planner to establish if there is a "free night" where delegates eat away from the conference. Many delegates also arrive early or stay for a day after the conference. Consider providing a special offer for delegates via email through the event planner or as a voucher to be placed in delegate satchels. Address additional staffing requirements for the evening.
- Prepare communication outlining your proposal for the event planner. Send via email or direct mail. Make your communication concise. Event planners are very busy people, outline your proposal clearly and make it easy for them to carry out.
- Address what is in it for them - e.g. "Take the stress out of airport transfers" or "increase your delegates' satisfaction".
- Timing is important. Don't send a request re a delegate bag insert 12 months in advance or a proposal for catering one month in advance – the event planner is either no-where near thinking about that issue (and the proposal is likely to be put aside and forgotten) or that ship has sailed!
- Make your proposal stand out. You're not the only one using the Business Events Calendar, so consider how you are going to make your proposal stand out. Make it professional, easy to read, well designed or creative.
EXAMPLE: A barista would like to be engaged to provide high quality coffee in the conference breaks. A beautifully presented package is sent with a bag of chocolate coated coffee beans and a note saying: "You're busy. Stop and enjoy some coffee while you read about how my barista services can increase your delegates' satisfaction at the up-coming Nursing Conference in Hobart."
- Follow up. Follow up with a phone call or email to ensure that the proposal has been received and understood. Do not harass the event planner as this would be counterproductive.
The Business Events Calendar (and Conference Alert) is one of the most important member benefits. Around 17,000 delegates attend conferences/events in Tasmania each year – make sure you are targeting them.