Chapter 11 - Greener meeting and event marketing. After studying this chapter you will be able to understand: How to define features, benefits, and values to create an offer for your meeting or event, how various demographic segments perceive greener meetings and events, how to use online media and social networking to connect to attendees, | CHAPTER 11 Chapter 11 Greener Meeting and Event Marketing Learning Objectives How to define features, benefits, and values to create an offer for your meeting or event How various demographic segments perceive greener meetings and events How to use online media and social networking to connect to attendees How to write a blog or record a vlog How to connect with attendees through grass roots efforts CHAPTER 11 Learning Objectives How to use marketing tools strategically for each demographic segment How to educate attendees on sustainability How to secure appropriate sponsorship How to achieve industry certification and recognition How to avoid greenwash CHAPTER 11 Opening Activity Create a marketing strategy for the following sustainable product: Exercise CHAPTER 11 The Green Offer Features: What is it? Benefits: What does it do for me? Values: What does it mean to me? CHAPTER 11 Sustainable Demographics Political activists Strict environmentalists Environmental professionals Ethical professionals Indifferent professionals Apathetic attendees Skeptics CHAPTER 11 Sustainable Marketing Tools Online media Spectacle Grass roots Carbon commitments CHAPTER 11 Online Media Blogs Message boards Webcams Vlogs Live chats Streaming media Podcasts Apps CHAPTER 11 Greener Events Online Official Blog: “Like” Greener Meetings and Events on Facebook: CHAPTER 11 Certification Standards Certifications Awards Recognition CHAPTER 11 Sponsorship Naming opportunities Activation Find appropriate partners with similar interests CHAPTER 11 Greenwash Painting your office building green with toxic paint Changing your logo to a green flower without changing the way you do business Claiming to be “carbon neutral” without fully understanding what this entails CHAPTER 11 Oracle OpenWorld Check out Oracle OpenWorld at . Can you find the section on sustainability? How does Oracle market the sustainability of OpenWorld? CHAPTER 11 Lightning Round Offer Demographic segments Blog Vlog Bandwidth Sponsorship Naming opportunities Greenwash CHAPTER 11 Homework Groups: identify a local farmer’s market and create an online marketing strategy to promote it. Include: Blog Online video content Social networking CHAPTER 11 | CHAPTER 11 Chapter 11 Greener Meeting and Event Marketing Learning Objectives How to define features, benefits, and values to create an offer for your meeting or event How various demographic segments perceive greener meetings and events How to use online media and social networking to connect to attendees How to write a blog or record a vlog How to connect with attendees through grass roots efforts CHAPTER 11 Learning Objectives How to use marketing tools strategically for each demographic segment How to educate attendees on sustainability How to secure appropriate sponsorship How to achieve industry certification and recognition How to avoid greenwash CHAPTER 11 Opening Activity Create a marketing strategy for the following sustainable product: Exercise CHAPTER 11 The Green Offer Features: What is it? Benefits: What does it do for me? Values: What does it mean to me? CHAPTER 11 Sustainable Demographics Political activists Strict environmentalists Environmental professionals Ethical
