1. The document discusses strategies for attracting and growing the right audience for conferences. It emphasizes focusing on customer centricity rather than product centricity by deeply understanding attendees' needs and providing targeted solutions.
2. It argues that a customer-centric approach requires collecting and analyzing detailed data on loyal attendees to identify the most valuable customers to focus on.
3. This "flipped" conference model prioritizes satisfying customers' pain points and problems over offering a broad range of general content, in order to maximize long-term profitability and competitive advantage.
56. Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
56
57. Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customers hold key for long
term profitability.
57
58. Your Org Better Served If
1. Spent more time on attracting right,
good customers for your conference.
2. Right customers hold key for long
term profitability.
3. Right customers give strategic
advantage over competition.
58
59. • How would you identify the
right customer for your
conference planning?
59
69. Identifying Right Customers
Requires data collection
Collecting, tracking & monitoring
Past purchasing habits
Investing in tech & staff to collect, sort
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72. Flip The Conference Model
Customer Centric Conferences develop
& sell education sessions they KNOW
their customers want.
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73. Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
73
74. Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation
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75. Flip The Conference Model
Content satisfies a pain point
Provides relevant solutions to problems
Aggregation to curation
Requires audience segmentation
75
83. Conference Example
Attendees: 1,600
Revenue: $1,116,338
Marketing: $342,000
Speakers: $70,000
Marketing is $214 per attendee
Experience is $44 per attendee
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