business solutions
TRANSCRIPT
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
What keeps you up at night?
Attendance challenges?
Sponsorship revenue?
Shrinking expo floor?
Social media?
Getting content out to all your members?
Event technology?
Just want to take your event to the next level?
Whatever that means…
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Freeman responds with a full suite of Marketing Solutions
Attendee Acquisition
Social Media
Branding
Event Experience
Revenue Generation
Community Technology
Digital Solutions
Virtual Extensions
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Audience Acquisition
Brand Strategy
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Audience Acquisition
Brand Strategy that starts with understanding each attendee segment…
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Audience Acquisition
…leading to specific engagement activities
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Audience Acquisition
…and segmented marketing plans
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Social Media Consulting and Execution
Setting up social media sites
Developing a campaign around the event or year-round
Executing a social media campaign
Creating a strategy to support a social media wall
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Social Media Example
From strategy to campaign design to execution
What we created for NCA:
Daily Editorial Calendar
Official Facebook Event and
Fan Pages
LinkedIn Event Page
Joined LinkedIn Supergroup
to communicate the event
Actively solicited followers
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Brand Sensory Exploration
Create new or refresh positioning
Recasting corporate mission, vision and values
Articulating a compelling, differentiated brand messaging framework
Defining aspects of competitive advantage
Create new brand image, look and feel
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Brand Sensory Exploration
Identifying the emotional connection of your brand through all five senses.
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Brand Sensory Exploration Examples
American Heart
After
Before
Brand Pillars Global Innovative Dynamic Heartfelt
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Brand Sensory Exploration Examples
Dermatology
After
Before
Health is more than skin deep!
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Event Experience
Experience Design
Event Audit
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
How do I take the event to the next level?
Enhancing traffic on the show floor
Adding new content areas
Creating opportunities for interaction
Highlighting new products
Networking activities
Sponsorships and engagement
Fulfilling association goals: membership, education, lobbying
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Experience Design Example
Wind Works theme
Harness industry pride
Lobbying: cards to
congressmen
Collecting video content
Attendee marketing
Membership marketing
Lobbying efforts
American Wind Energy Association
Event Audit
Discovery Association goals and event goals
Mission, history, industry
On-Site Audit Participate in all aspects of the event
Talk with attendees and exhibitors
What’s working, what’s not
New ideas to meet goals and engage attendees
Analysis and Summary Detailed recommendations:
conference
show floor
networking
sponsor offerings
messaging and theme
logistics and production
interaction and engagement
Third-party expert recommendations to enhance your event
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Revenue Generation
Sponsorship Program Design
Prospectus Development
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Revenue Generation
Sponsorship Programs
Developing new sponsorship
ideas
New trends and best practices
Non-endemic sponsorships
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Gluten-free products
Gym membership
Mattress Vendor for back pain
Semi-endemic sponsorship examples for medical
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Revenue Generation
Prospectus Development
Research
Positioning
Showcase value of
attendees
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Community Technology
Wayfinding
Mobile Event App
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
On-Site Wayfinding
Interactive show floor plans and facility maps on large screens
Search Engine and Exhibitor Database
Sessions and Seminars with details and location maps
GO GREEN! Electronic delivery of marketing materials – eDocs
Detailed Analytics report on attendee activity for every exhibitor
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
On-Site Wayfinding
Multiple sponsorship opportunities
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Mobile Event App
ActivTouch by Sherpa
Native on Android, iPhone Mobile URL
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Mobile Event App
ActivTouch by Sherpa
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Mobile Event App
ActivTouch by Sherpa
Peer-to-peer networking QR Code reader built-in Product-level capability
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Social Media Walls
Engage the community in a live conversation
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Social Media Wall
Include a photo stream
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Digital Signage in the Community Center
Social media wall and live-stream sessions
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
VIRTUALExtensions
1.0 Content
2.0 Community
3.0 Channel
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
› Gets your valuable content out to the members who can’t come to the event
› Pre-, during and post-event value creation
› No audience cannibalization
› Actually an audience DRIVER
› A venue for “continuing the conversation”
› Helps grow communities
Virtual Extensions
Extends the reach of your content beyond the event
Typically only
30%
of members attend the event in a single year
~30%
Of new attendees at the physical event went to the previous
virtual extension
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Sync-to-slide Session Capture
Video or Audio
Post-Production
Media Player
Live Streaming
On-Demand
Virtual Extensions 1.0: Content
Capture Sessions to stream or archive online
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Virtual Extension 1.0 / Online Event
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Virtual Extension 1.0 / Online Event
Flexible rules
• Free log-in to event
attendees
• Pay per session, day,
track
• Must register
Cost model
Revenue share model
E-commerce Engine
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Virtual Extensions 2.0: Community
Simple, complete, affordable, turnkey solution
Branded Virtual Environment
Interactivity Extends Conversation
Live Streaming of Select Sessions
Single Event Sponsor
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
LOBBY
SPONSOR SPACE
INTERACTIVE THEATER
NETWORKING LOUNGE
Virtual Extensions 2.0: Community
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Freeman 3.0 solutions are powerful, sophisticated
implementations
Strategy - deeply integrated event experience
Marketing – building a large, active audience
Content – tailoring for hybrid consumption
Analysis – impact analysis, audience segmentation
Virtual Extensions 3.0: Channel
Fully customizable online platform with expert assistance
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Melinda Kendall
508-923-5266
Thank you.