Published on March 16, 2016
1. Jenn Waters Assistant Publisher & Digital Media Manager, CustomNEWS @JennWaters1 / @CNShowdailies
2. The Show Daily • An established, proven communications tool • Year-round use of editorial • Increases a conference • Source of non-dues revenue (advertising, sponsorships)
3. Show Daily Content • Keynote & plenary sessions • Association news • Speaker and attendee interviews • Exhibitor news • Daily schedules
4. Maximize ROI on Keynote Speakers • Make headlines • Share photos • What about video? • Use email • Repurpose
5. Highlights Award Winners
6. Who Generates the Content? • Association staff: prewritten content, onsite session coverage (not likely) • Freelancer writers provided by show daily publisher • Member committees • Bloggers: members or authors of blogs in your field
7. APIC 2015 Annual Conference: • During the three-day conference, two reporters covered a total of 15 sessions, including opening plenary and closing keynote • Interviewed more than 20 attendees for four Question of the Day features • No cost to APIC for reporters, part of royalty agreement
8. Showcase Unique Content: • Audience polling results: Include a snapshot of attendee replies in your show daily.
9. Showcase Unique Content: • Question of the Day Feature: Collects quotes for future marketing materials.
10. Showcase Unique Content: • New Product Showcase: Paid listings that can become a web archive. Attendees want to see the latest: show them they conference.
11. How to Repurpose Content • Association publications
12. How to Repurpose Content • Blogs either the association or outside media channels
13. • Social Media How to Repurpose Content
14. How to Repurpose Content • Websites – Update association or conference website throughout the conference – Set up a website that would be a centralized location for content. Example: – Create webpages for each article, for viewing all year long
15. Visit www.showdailies.net for a sample of a stand-alone conference news site.
16. How to Repurpose Content
17. How to Repurpose Content
18. Content as a Marketing Tool • Archive Show Daily digital issues
19. Content as a Marketing Tool • Showcase special events. Created special highlights issue that client hosts at www.ncvh.org/ fellows.
20. Email newsletters Show those not attending what they missed.
21. Does your App have content? Share show daily links and create photo albums.
22. A Show Daily Gives You… • Content: – Photos, stories and video • Non-dues revenue: – Advertising Sales – Royalty payments • Sponsorship Opportunities: – T-shirts on temps; single issue sponsorships
23. …but what will it cost us? • Costs will vary depending on services needed: – Onsite editorial – Onsite photography – Distribution scenarios – # of Exhibit Days and attendees
24. Look at Different Options: • Doing in-house: • Outsourcing: – Trade publications – Show daily publishers: • Fee for service • Royalty
25. January 2015 project • 1,500 attendees, 50 exhibitors • $61,400 net advertising revenue • $8,498 royalty returned to client • Project includes: o 5 print issues, 2 email newsletters o Reporter - 4 days, 12 stories o Photographer - 4 days, serves as both show daily and meeting photographer
26. Summary • Onsite content curation saves money • Creates new resources • Can be shared via many channels • Use content to market future meetings • Generates non-dues revenue
27. Contact CustomNEWS, Inc.: Jenn Waters Assistant Publisher & Digital Media Manager CustomNEWS 240/401-6779 email@example.com Company Blog: www.cnshowdailies.com
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