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Special shows require special positioning How Clarion launched a million pound global portfolio of Mobile Money Transfer confexs
| Date post: | 13-Jan-2015 |
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Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs
Please think about…• How to create a show that meets the needs of
YOUR buyers and sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
How to…identify a great topic for a confex
• MMT: a crazy idea about using mobile phones to provide financial services to poor people in Sun-Saharan Africa
• Read• Blog, chat and tweet• …but above all LISTEN!
…then VALIDATE!
How to… create a show that meets the needs of BUYERS and SELLERS
• A new event for a new market• Identify & profile NEEDS of buyers & sellers
– SELLERS: Entrepreneurial technology developers, mostly still venture capital backed
– BUYERS: New functions at MNOs, banks & MFIs
How to… create a truly unique experience at YOUR event
• Practical: the “hands-dirty” event• Interactive: small groups, shootouts• Independent: open, product agnostic• Whole ecosystem: all the key stakeholders
How to… create a community,not just a confex
• Being really obsessive about DATA!• The LinkedIn MMT Group (2,300 members)
– The Community Development Officer Project• e-Newsletter (4,000 subscribers)• “Community generation in Internet years”
…7 year’s work …in 1 year
Here’s one I made earlier
LinkedIn – a ready made community
Here’s one I made earlier
2,309 current & potential customers
Here’s one I made earlier
A thriving discussion board
Interviews with key speakers
ValuableResearch– checkout hotnews!
How to market your events through social media networks
• Drive discussions and news – make your group worth checking every day
• Aggregate news in a branded e-bulletin• Create a news archive for SEO• Sell your events to your group!!!• Capture data – email and call them• Pass new vendor members to exhibit sales
…welcome to the era of pull marketing!
How to…globalise a successful confex brand
• Consistency of BRAND• Consistency of EXPERIENCE• Define and REVALIDATE the opportunity and
the tailor content for every local market
How to… beat the competition• First mover advantage• Unique Selling Points
– BENEFITS that address your customers NEEDS• Ubiquity; SEO, social media networks• Under promise, over deliver
Clarion Conferences, not necessarily the biggest conference company in the world…
• From zero to £20m in two years• Acquisitions and organic growth• Supported by the entrepreneurial team of
Clarion Events and VSS• Great people, great content, great events…
…great fun!
…just the best!
Now it’s YOUR turn• How to create a show that meets the needs of
YOUR buyers & sellers• How to create a unique experience at YOUR show• How to create a community, not just an event• How to globalise YOUR successful event brand
Special shows require special positioning
How Clarion launched amillion pound global portfolio of Mobile
Money Transfer confexs
