I think 2010 will be the year when buyside firms really get organized about tracking their Corporate Access services from the sellside.   There are a few trends making this likely.

1. Critical mass.  After a few years of Wellington and SAC being the only guys driving this bus - there are now a sizeable number of buyside firms tracking what meetings they take so their traders can better figure out who to pay.  This further drives other firms to join the trend.
2. They are getting help with new and cheaper tools.  Voting tools used to be exotic - but they are getting simpler and cheaper - and powerful meeting tracker services act as vote support systems or ersatz vote systems.   These are now being marketed by many firms which is just raising the awareness on the buyside.
3. Corporate Access (and direct contact with analysts) gets ever more valuable - and guesswork is no longer a basis for buyside firms to allocate payment.

CAM is doing its part too.  We are the best way for brokers to report their meetings - by a long way.  In fact the only way to get into some of these buyside systems. Just doing our bit to help our sellside clients get paid.

We work mostly in the financial sector - but we specialize in webcasting live events.   We are doing live video from a 2 days sales meeting in California this week for a big software company.   What a great way to share the presentations with the rest of their firm - without having to fly the whole firm out to CA, or lose 2 days of productivity.

This is the year that Voting Systems on the buyside are really going to accelerate in usage.

A lot of the original voting systems - Thomson Extel in particular - use a top down survey approach.  Meaning, as a PM, you vote on Bank X’s research out of 10, their Corporate Access out of 10.  You do not vote on specific meetings or ideas.  But buyside firms are finding it hard to trust this kind of vote - when their PMs are filling out the survey from memory.  They need data - and they know it.   They need to be able to run a simple league table that shows the number of meetings they have taken by bank.  Ideally weighted for meeting value.

Lots of firms will be there to provide such tools this year.  We are now live with FactSet as the first and are about to go live with themarkets.com.

MPI released their annual Future Watch report this week and it had good news for event planners.  Overall survey respondents expect to see about a 3% increase in the number of events being planned for 2010.  I recently polled event planners on LinkedIn to see what their forecast is for event marketing in 2010.  Though an admittedly small sample size, the results were similarly positive  with 83% forecasting that event marketing will play a greater part in their overall marketing plans for 2010.

·          Call for Papers/Presentations:  50 10-page papers submitted, 5 review copies each: 2500 sheets
·          Save the Date Post Cards: 2000 cards, 4 to a sheet: 500 sheets
·          Conference Invitations: 3 pages, 2000 copies: 6000 sheets
·          Conference Materials: 10 presenters, 12 pages per presenter, 200 copies: 24,000 sheets
·          Total: 33,000 sheets of paper.

Paper is a significant line item in your budget.  If it cost $0.25 per sheet to copy/print those 33,000 pages, that’s over $8,000.  And that doesn’t account for the cost of mailing or shipping.   Reducing the amount of paper used is not just good for the environment; it is also good for your bottom line.  And that’s why we see more and more meeting planners looking for ways to “Go Green”.

If you are interested in adopting a “Go Green” strategy for your conferences and meetings, what can you do to move towards a paperless event?

·          Invite potential speakers to submit their proposals electronically and distribute them to reviewers electronically.  Saves 7%
·          Use electronic marketing to get the word out about your event. Saves 20%
·          Require that your speakers upload their bios, presentations, hand-outs etc. to a central repository.  Saves 70%

What are some of the technology options to explore?

·          Marketing: Create a compelling event website and use electronic invitations.  Even for closed or invite-only events, you can market effectively online.
·          Registration: Online registration for speakers, as well as attendees, using a system that allows them to upload documents for you, and/or your attendees, to download.
·          Memory Sticks: Here’s where you can get a huge paper savings.  Provide document kiosks in the registration area where attendees can download, onto a memory stick, all of the conference materials, organized by speaker or session.  For more information on MeetMax Conference Software and how we can help you implement a green meetings strategy, go to www.meetmax.com

What is the best event you have ever attended?  And why?

For me, it was the PopTech conference held each year in Camden, Maine (www.poptech.org).  Here’s why:

• Outstanding, motivational speakers I would not have had access to at any other event
• Innovative ideas that got me thinking and inventing
• Entertaining and engaging, as well as intellectually stimulating
• Compelling topics

Social networking has always been one of the key reasons people attend events.  And while nothing can replace the value of one-on-one meetings between potential business partners, social media is increasingly a good option for facilititating networking at your event — also a great way to promote your events.  Here’s an interesting list of 8 innovative ways to incorporate social media networking into your events.

http://ow.ly/QJYl

I’m a late convert when it comes to early bird pricing.  Back when I was organizing events for a non-profit, we were always on the look-out for ways to get people to register, and pay, early.  Our experience, quite frankly,  with early bird pricing for both conferences and fund-raising events was that this kind of tiered pricing didn’t work.

In contrast, MeetMax recently provided online event registration for an alternative energy conference, and 56% of their registrations came in before the early bird deadline.  So how do you know whether early bird pricing is going to work for your conference or event?  What should your expectations be for the number of people who will register for an event early?  Can you predict what your overall registrations will be based on the number of early registrants?

The relevancy and timeliness of the event content to the target market is probably the single biggest determinant as to whether early bird pricing works.  An alternative energy conference, featuring leading experts in the field, marketed specifically to people who work in that field, has highly relevant and timely content.  A fundraising event, held annually, while important does not have the same characteristics.

Another factor in the effectiveness of early bird pricing, is the distance people have to travel to attend the conference.  A national event would see better results than a local one.

The extent of the discount can be a factor; our client offered a 30% discount to incent early registrations.

Frequent communications to your target market reminding them of the upcoming deadline is a must.

To boost early registrations, and generate cash flow to help fund the event, you might consider offering an additional benefit as well as or in place of a reduced rate — a book, for example, or an introduction to the keynote speaker.   Or, think about providing an incentive that is a discount on colleague/friend registrations.  This would have the advantage of increasing your numbers as well as bringing in early registrations.

Of course, historical data is the very best way to predict whether early event registrations will be a significant percentage of your overall numbers.  Make sure your registration database includes a timestamp on registrations and that you have access to your event registration data from past events.

Wondering whether to use social media to promote your next event, and wondering how exactly to go about that?

I found a reference to a great example of using Facebook for event marketing.  Check out the National Association of Automobile Dealers on Facebook (http://www.facebook.com/pages/National-Automobile-Dealers-Association-NADA-2010-convention-Orlando-FL/187704176760?ref=mf)  In addition to a link to register for the event, there are video clips and photos from prior years, promos for top speakers, etc.

What are the elements of an effective event marketing website?  Drawing from my experience planning events, and from our MeetMax clients, with some additional insights from LinkedIn users, I’ve compiled the following list of elements of a successful event website: 

REGISTER ONLINE: Clear means to register online (and make it easy)

POST-EVENT MARKETING: Let registered attendees download materials after the event - for example, copies of presentations, exhibitor brochures. 

USABILITY. I want what I want, and it always can’t take too much time to find it.  Make the Navigation simple and straight-forward.

NETWORKING - The most valuable discussions at an event often take place outside the presentation rooms.  If you want a truly successful event, find ways to facilitate your attendees in connecting with one another. A great way to do this is to offer the ability to set appointments with exhibitors, speakers or sponsors in advance.

ENGAGING - People want similar information to what’s in brochures, but more engaging.  Take advantage of technology, for example by regularly adding extras such as speaker video-clips.  Update the content regularly and use email to encourage registered attendees to remain engaged with the event as it draws near.

COMPLETE – Content has to be complete and up to date.  You need specific content for different audiences — attendees, exhibitors, sponsors.

• For Attendees (Must-Have’s):

1.  Topic and Theme of the Event
2. Audience Description so I know what’s in it for me
3. Agenda (that is up to date)
4. Speaker information including their bios (again, up to date)
5. Session descriptions that actually match the content of the session.
6. On-line Registration Form with ability to accept credit card payments, along with other forms like P.O.’s or checks.
7. Logistics – Hotel, Travel, Directions, PARKING, Meals

• For Attendees (Nice to Have’s):

1. Dress Code
2. Spouse/Guest Information – either your guest program or some ideas of sights to see and things to do while the attendee is at the conference
3. Video snippets from last year’s event, for example the mainstage speaker

• For Exhibitors and Sponsors:

1. Description of Sponsor and Exhibitor packages
2. Ability to sign-up/register online
3. Attendee profiling including demographics, behavior, content interests
4. Ability to reach prospective attendees with a virtual presence, micro=site content 
   Chat/click-to-talk/schedule appointments

HELP IS AVAILABLE – one-click button to contact someone for more information or assistance and have a person focused on ACTUALLY answering the emails/phone