Ways to improve the marketing performance of Baltic Business Forum
Presentation structure 1. Problems which may be faced by a public forum 2. Visual performance of BBF: logo 3. Visual performance of BBF: site 4. 10 Management steps for organizing a successful public forum 5. Follow-up Immediately After The Forum
Problems which may be faced by a public forum While holding a public forum, it is very important to keep in mind the cultural sensitivities of the local area. Successful forums will focus on meeting the needs and interests of the community. • They tend to favor people who are especially articulate and have the time to participate. • An open forum provides a platform for opponents to attack or criticize the organizer, and can be easily disrupted by a dedicated minority. • If attendance at a forum is low, the implication is that the cause does not enjoy much support.
Visual performance of BBF: logo Logos are an essential part of creating a visual representation of the company that people can recognize. Logos create a brand identity for a company, and branding helps a company be easily recognized Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry.
Visual performance of BBF: site International conferences are becoming more popular as both patrons and organizers are gaining valuable experience and meeting new people. Naturally the best way to organize a gathering is over the Internet so conference websites are rising in popularity. • When designing an event website careful attention should be paid to the size, placement, and style of the text. Particularly the relationship between headers and paragraphs. Visitors should be able to skim and still understand the content hierarchy dividing sections of content. From the first glance BBF site gives a few information about the event: no blocks or links that may help the user who is new to the web-page. European Business Summit gives the info about dates, topics, sponsors, place and the scale of the event from the first glance. Demonstrating sponsors’ logos on the home page may attract even more sponsors and partners.
10 Management steps for organizing a public forum 1) Put together a management team 2) Conduct pre-event planning 3) Hire the hall 4) Prepare the hall 5) Generate publicity using the local media 6) Advertise locally 7) Plan an agenda 8) Conduct the forum 9) Follow-up immediately after the forum 10)Debrief on accomplishments and lessons learned
Follow-up Immediately After The Forum • Sign a Petition Ensure that the petition is placed in a prominent location where attendees can easily locate and sign the petition; also make sure that there ample pens and petition papers for people to sign. • Collect Names, Addresses, Telephone Numbers and Emails of Participants. This is vital in ensuring that such events can be replicated and facilitates further follow-up • Promote Literature and Merchandise An enthused audience will be eager for more information. Therefore, have handouts which summarize the content of the forum and provide contact information for further inquiries. It is advisable to prepare a one page summary on the issue with factual details, problems and possible solutions. Situate the literature and merchandise tables near the exit so that everyone passes them on their way out. • Network It is important to book the hall for at least an hour after the official close of the forum. People who have made the effort to attend are likely to be more highly politically motivated than most. Have plenty of business cards to give out • Finally… Follow-up with the Contacts Capitalize on the enthusiasm from the forum and contact those who appeared most interested in participating in further activity beyond the event
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