asae 2011 -butts in seats show

Butts in Seats—We Got ‘Em!

Presenters:

Lisa Claydon ■ KiKi L’Italien ■ Scott Oser

Welcome! Who We Are Event Background Marketing Background Goals for SPI 2010 2010 Strategy Development 2010 Tactical Implementation Results and Lessons Learned Q&A

SPI Event History

2004 debutGrowth has been exponentialNow largest B2B solar event in North America2010 attendance = 27,000

Previous Marketing Overview

Internal function

Lack of... detailed plan overall strategy consistency

Tactics webads email

partnerships social media direct mail

tracking teamwork

Goals for SPI 2010

Get 27,000 attendees (butts in seats) Continue growth Bolster show’s stature as the largest

B2B solar event in North America Attract more participants from all over

the world Create a marketing plan template for

future shows

Meet the Team

Lisa Claydon Marketing strategy and

plan development Project management Concepts, copy,

graphic design Website & social media Direct mail and email

campaigns

KiKi L’Italien Social media strategy

development Social media implementation

Scott Oser Marketing strategy Primary client interface Project management Partnership coordination Print and electronic

advertising management

SPI Staff

Teamwork

Constant communication Shared knowledge among team members Weekly meeting

Marketing team Client

Dropbox

Marketing Plan

Review past activities/current situation Define target markets USP—Create themes & messaging Determine tactics Determine resources required Allocate budget

Tactics

Website

Website

Website

Direct Mail

2009:

• One mailing• 8.5x11, 12-pages• $$$ to mail

Direct Mail

2010: 3 mailings

Oversized postcard - 6 x 11

6-panel brochure folded to 6 x 11

Oversized postcard - 6 x 9

Advertising

Internal Banner ads on website(s) Promotions in e-newsletters

External Industry publications Websites E-newsletters

Switched out ads to keep fresh Added tracking codes and unique urls

Advertising

Builder Business e-newsletter

Builder

Builderonline.com

Public Power Magazine

CBIA News Summary

Public Power eSponsorship & eSkyscraper (Digital Magazine)

Public Power Daily

APPA.net

PGI-ELP General News eNewsletter

pennenergy.com

www.elp.com

Electric Light & Power

Power Engineering

Powergrid International

CanSIA Postcard insert

Power Engineering e-newsletter

CanSIA e-sponsorship and e-skyscraper

SOLutions

Advertising

Advertising

Media Partnerships

Exposure for exposure Advertising

Magazines Websites E-newsletters

Email list usage Publication distribution

Limited availability No money exchanged

Media Partnerships

Email

Email

Conference Social Media

Conference Social Media

Conference Social Media

Conference Social Media

Conference Social Media

Conference Social Media

Conference Social Media

Marketing Toolkit

Online resources for... Exhibitors Sponsors Speakers SEIA/SEPA Volunteers

Marketing Toolkits

Customizable HTML email invitations

Web Badges

Email signatures

Social media opps

Advertising & media opps

Communication is critical Strong project management is vital Consistency is necessary, but change

is good Integrated, multi-layered tactics work Reach prospects how they want to

be reached Clear role definition is essential Data is your friend

Lessons Learned

Lisa ClaydonCK Marketing Solutions, Inc.703-528-2716 ■ lisa@ckmarketing.com@lisaclaydon

KiKi L’ItalienDelCor Technology Solutions240.821.1790 ■ klitalien@delcor.com@kikilitalien

Scott OserScott Oser Associates301-279-0468 ■ scott@scottoserassociates.com@scottoser

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