Greener Meeting and Event Marketing

CHAPTER 11Chapter 11Greener Meeting and Event MarketingLearning ObjectivesHow to define features, benefits, and values to create an offer for your meeting or eventHow various demographic segments perceive greener meetings and eventsHow to use online media and social networking to connect to attendeesHow to write a blog or record a vlogHow to connect with attendees through grass roots effortsCHAPTER 11Learning ObjectivesHow to use marketing tools strategically for each demographic segmentHow to educate attendees on sustainabilityHow to secure appropriate sponsorshipHow to achieve industry certification and recognitionHow to avoid greenwashCHAPTER 11Opening ActivityCreate a marketing strategy for the following sustainable product: ExerciseCHAPTER 11The Green OfferFeatures: What is it?Benefits: What does it do for me?Values: What does it mean to me?CHAPTER 11Sustainable DemographicsPolitical activistsStrict environmentalistsEnvironmental professionalsEthical professionalsIndifferent professionalsApathetic attendeesSkepticsCHAPTER 11Sustainable Marketing ToolsOnline mediaSpectacleGrass rootsCarbon commitmentsCHAPTER 11Online MediaBlogsMessage boardsWebcamsVlogsLive chatsStreaming mediaPodcastsAppsCHAPTER 11Greener Events OnlineOfficial Blog: greenerevents.wordpress.com“Like” Greener Meetings and Events on Facebook: www.facebook.com/pages/Greener-Meetings-and-Events/139448716124158 CHAPTER 11CertificationStandardsCertificationsAwardsRecognitionCHAPTER 11SponsorshipNaming opportunitiesActivationFind appropriate partners with similar interestsCHAPTER 11GreenwashPainting your office building green with toxic paintChanging your logo to a green flower without changing the way you do businessClaiming to be “carbon neutral” without fully understanding what this entailsCHAPTER 11Oracle OpenWorldCheck out Oracle OpenWorld at www.oracle.com/openworld. Can you find the section on sustainability?How does Oracle market the sustainability of OpenWorld? CHAPTER 11Lightning RoundOfferDemographic segmentsBlogVlogBandwidthSponsorshipNaming opportunitiesGreenwashCHAPTER 11HomeworkGroups: identify a local farmer’s market and create an online marketing strategy to promote it. Include:BlogOnline video contentSocial networkingCHAPTER 11