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(2015-06-27) 會展英文(二) 第32講
by 王瓊玉 2015-06-27 14:33:45, 回應(0), 人氣(877)
Marketing a Convention
 
Reading
 
Develop a Marketing Strategy
Promotional Tools
Convention Logo
Convention Website
 
Reading
An effective marketing program bases on two
vital considerations:
1. A thorough market study
2. A marketing plan
 
Develop a Marketing Strategy
In order for the RIGHT MESSAGE to reach the RIGHT PEOPLE at the RIGHT TIME is extremely important.
Need to take steps to ensure the quality of the congress program and speakers and start planning EARLY.
Include marketing and promotional recommendations in the agenda for initial meeting with Congress organizing committee.
Enhance the worldwide appeal of the Congress logo and theme.
Create publications and industry related events offering promotional opportunities.
Set up a Congress webside and identify the key markets to be targeted and ensure that their needs are addressed in both the business and social program.
Promotional Tools
Congress Logo
Congress Website
Extended Sales Force - National members, expatriates and international allies.
Associations and affiliations
Journals and advertising
Public relations
Posters
Post cards
First announcement
Second announcement/call for papers/registration brochure
Accompanying persons program
Direct mail
Email "blast"
Preceding congress promotion
Convention Logo
Convention logo sets the "scene" for an event
The logo is the most important element of the promotional mix, as it appears on all materials for the convention.
It provides instant recognition for destination, as well as identification for the Congress.
A picture says a thousand words.
Convention Website
The preliminary and second announcement, registration brochure and the sponsorship and exhibition document should be set up on the congress website.
The site should incorporate a variety of interactive panels and pop-up newsflashes about regular program updates.
The convention website has established itself as an important promotional tool as well as an information provider.