iPhone 4 and Conference Marketing?

What can we learn about marketing from the most talked about product of the year.

Recently we presented at ASAE's 2010 Marketing & Membership Conference and heard several attendees comment that their conference is the same year after year. The speakers are different, the sessions are different – but essentially it’s the same conference. That inspired us to look else where to see what other products or services being promoted fit this description and has produced incredible results. For the past few months the news, radio talk shows, blogs and conversations across the world created loud and excited chatter about one product.

The iPhone 4.
Hours and hours of chatter about a product that is not entirely new to the market. Instead it is an enhancement of product that has been around for a few years. Whether or not you are a fan of Apple, and regardless of the minor technical difficulties some users are experiencing – it cannot be denied that Apple has done a fantastic job connecting with consumers. Those connections are so strong that Apple’s users are known for being extremely passionate about Apple’s products. Is there any other brand in today’s market that has such passionate and loyal users?

So, as professionals who have marketing responsibilities fall into their job description, what can we all learn from Apple’s launch of the iPhone 4? And, how can we apply that to conference marketing?

continued

What is marketing?
Marketing is the art and science that connects you with your members. Anything that your organization does to connect with members or prospect members is marketing. It’s the art of building a relationship, combined with the science of proven marketing strategies. And, a marketing plan is a schedule of strategic activities that guide behavior. When considering conference marketing, there are some “givens” that are true for every event:

1. Conferences fulfill a need.
2. They are cyclical events – occurring semiannually, annually, or biannually.
3. Must be promoted to fill seats.
4.Things change over time, some you can control and some are out of your control.

How to market?
There are thousands of books about marketing and countless “marketing experts” willing to talk about the most effective marketing activities. But, marketing success doesn’t happen by finding the magical marketing solution. Regardless of the activities on your marketing plan, if you follow these three simple truths about how to market, you will achieve marketing success.

Marketing must help the unaware.
Marketing must inspire the interested.
Marketing must reassure the intent.

With that in mind, let’s compare Apple’s marketing efforts to conference marketing in efforts to learn how these principles can be applied.

continued

Comparing Apples and Oranges
First off, we know you are not Apple, you don’t provide similar services or products. And, you likely do not have the same level of marketing budget, staff and resources as Apple. However, we can still learn from their success. The follow points and tips are drawn based on the belief that your conference is of value to attendees. If your attendees don’t find it valuable, that is a whole different conversation.

Keynotes
Apples:
Apple uses keynotes to announce new products. The keynote speakers at your conference are one of the main attractions for attendees.

Oranges:
Apple uses their keynotes to help the unaware. They have created an expectation that important company information will be delivered through keynote presentations from the owner, Steve Jobs. They place a high value on these talks and ensure the presentation is simple, engaging and conversational. The result is that people absolutely love Steve Jobs’ keynote talks!

Action:
Involve keynote speakers in the conference marketing campaign by having them create short blog posts, podcasts or videos on topics related to their session. Also, assist keynote speakers with preparing for their talk by giving advice on slide show presentation.

New Features
Apples:
Apple doesn’t reinvent the wheel with each product launch, like the iPhone 4 some of their products are simply upgrades and new features added to existing products. You also do not reinvent the wheel with each annual conference, instead previous formats are followed with new sessions, breakout groups and different speakers.

Oranges:
Apple promotes the new features of the iPhone 4 to inspire the interested. Everything from the intent to the application of new features is designed to give individuals who are aware of the product a deeper understanding. And the presentation of the new features is done in a way that inspires the interested into action. For example, Apple’s webpage for the iPhone 4 details some of the new features and why users will enjoy them. Then, the call to action (Buy an iPhone) button is at the bottom of the page, where the inspired consumers naturally land after reading about the features.

Action:
The sessions and breakout groups that change from year to year should be promoted to give potential attendees (especially return attendees), a deeper understanding. Then presentation of the new sessions should be done in a way that will inspire the interested to register for the conference.

continued

Website
Apples:
Apple has a website that promotes their products. Most organizations create a website to promote their conference.

Oranges:
The design and content of Apple’s website reassure the intent. Interested consumers who have been inspired to purchase an Apple product like the iPhone 4 can visit their website and get all the facts they need to make the decision. But, it’s more than simply providing information. The experience a user has on Apple’s website reinforces Apple’s brand values of creating easy-to-use and intuitive products.

Action:
Create a web strategy that embraces your brand values and appeals to your target audience. Creating a web persona for your ideal attendee is a great way to get started. Include webinars, blog posts, articles, testimonials and social media on the conference website to reassure the intent of interested individuals. These tools can help you effectively communicate the value of the event.

Positioning
Apples:
Apple must differentiate their brand and products from their competitors. Organizations must differentiate their event from competing events.

Oranges:
Marketing success has happened for Apple because they have found a way to connect with consumers by talking about the value of their products. Apple has positions the marketing of the iPhone 4 in a way that inspires the interested.

Action:
Maybe you’ve heard us say this before, but organizations must promote the value of their conference, especially over the venue. Without the proper positioning, potential attendees will not be able to differentiate your conference from others in a way that will drive them to register. Instead of being remembered as the conference of the year that provided them with an invaluable experience, you’ll be remembered as the conference in New Orleans.


continued

 

Social Networking
Apples:
Apple embraces social networking by creating easy ways for users to share content with each other through YouTube, Flickr and other social media platforms. Organizations have the same opportunity to embrace social networking.

Oranges:
Apple’s use of social networking reassures the intent consumers have for purchasing one of their products. Apple’s social media involvement is different from other companies, but it fits with their brand and provides their users with what they truly want.

Action:
Identify what potential attendees are passionate about and connect with them through social media on those interests.


Recap: What did we learn?

Even though we are not in the business of making computers and smart phones, there is a lot we can learn about Apple’s marketing success. Applying those lessons to conference marketing reinforces the understanding of these basic principles:

1. We will adapt our marketing plan based on past history, current needs and future goals.
We value impact and success over tradition. We will develop new means to work within industry trends and cultural shifts to remain relevant and vision-focused.

2. We will promote value over venue when developing a conference brand.
We will position ourselves as experts with valuable resources and information to share with like-minded professionals, instead of positioning ourselves as tour guides. Through multimedia and strategic communication, we will educate potential attendees on why they should attend.

3. We will use social networking to reach out to
all attendees.
We will learn new ways of communication through social media to engage in meaningful, effective conversations with individuals before, during and after the conference.

4. We will recognize that doing the same thing over and over again while expecting different results is foolish.
We will not engage thinking that supports ineffective habits. We will transform our habits and work based on research, the audience’s needs and our vision. We will test our efforts to ensure that we are putting energy into projects that produce quantitative results.