1. Revisit Your Conference Business Model

Published on Mar 24, 2016

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PRESENTATION OUTLINE

KAB 2016 Annual
Conference Observations

1. Revisit Your Conference Business Model

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How does a business make money?

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Repeat customers

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Business Model

  • Loyalty of 50% or more repeat attendance for two out of three years
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Business Model

  • Individuals
  • Organizations
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Business Model

  • Which organizations are bringing the most attendees/spending the most money
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Business Model

  • Looking at the past three years of data
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Business Model

  • Who do we currently own?
  • Who do we need to protect?
  • Who do we need to grow?
Photo by 401(K) 2013

Business Model

  • Plan advanced topics. When advanced, attracts veterans. Veterans attract newbies.
Photo by 401(K) 2013

2.Who owns the conference experience?

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2.Which staff member is the lead on making sure that decisions are made in the best interest of the attendee?

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Conference Decisions

  • Made in silos
  • Logistics, departments
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Organization uses the conference to push their agenda instead of what's in the best interest of attendee.

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Results in a piecemeal approach, disconnected for attende

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3. Design a unique conference experience.

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Design Conference Experience

  • Plan with the end in mind.
  • What do you want attendee to experience, feel, see, do, hear?
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4. Plan holistically, not departmentally.

Holistically Plan

  • Think of art museum curator
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Holistically Plan

  • Think of art museum curator
  • What is the story arc we want to create?
Photo by amira_a

Holistically Plan

  • Think of art museum curator
  • What is the story arc we want to create?
  • Consider which topic next to what topic?
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Holistically Plan

  • Think of art museum curator
  • What about our adult white space?
  • What topics do we need to showcase?
Photo by amira_a

Holistically Plan

  • Integrated/threaded topics
  • Integrated/threaded with entire set of KAB customer touchpoints
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5. Different Trumps Same - Move away from 30 year legacy conference program

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6. Decision Filter: Is This In Best Interest Of Attendee?

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7. Focus On People
Not Stuff

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Focus On People

  • Marketing materials should have pics of people like attendee

Focus On People

  • Marketing materials should have pics of people like attendee
  • Opening montage was all of landscape, not one picture of a person

8. Use content marketing strategies

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Content Marketing

  • Currently using promotional only
  • Content marketing provides helpful information not sales
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Attendee experience needs to move from informational to transformational

9. Better data collection

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10. Create A Culture Of Radical Hospitality

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Radical Hospitality

  • Welcoming, inclusive
  • All hands on deck--not running around doing departmental work
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This is KAB's flagship gathering and should be a unique, amazing experience.

Photo by Hamed Saber

11. Ask all staff to become better anthropologist.

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Anthropologist

  • Observe attendees behavior, not speakers.
  • Take notes.
  • Ask people why they did certain things.
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12. Attend conferences outside of government, waste, environment, recycling.

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Jeff Hurt

Haiku Deck Pro User