Conference Marketing: Improving Your Signal-to-Noise Ratio

Conference Marketing - Perfecting Your Signal to Noise RatioWhether you're working at an association or a company, your customers (members, attendees, etc.) are counting on you to lead them to smart people and savvy insights that will help them drive better results. To get these customers to step away from their busy day-to-day world and attend your conference, you'll need to deliver valuable experiences, ideas and insight they can't get anywhere else.

Convincing customers that your conference will deliver on this promise is crucial, but sometimes there's so much promotional noise going on, they miss these important signals.

Signal-to-Noise Ratio (S/R) is a term used in science and engineering fields. It's a formula that helps distinguish valuable signals from less valuable background noises. This signal-to-noise concept is now being adopted in social marketing circles, as a means for filtering useful and valid information from other chatter swirling on the web and bombarding our inboxes.

Today we enjoy greater access to information and experts. So do our customers, but there's an awful lot of misinformation flooding the web. Just because somebody earns a top spot on a search results page, that's no guarantee that what you're getting is valuable, relevant ... or even true.
With that in mind, here are three tips to help improve your own signal-to-noise ratio, both incoming and outgoing:
  1. Be Choosy About the Channels You Access & Share
    Tune in to credible experts who can help you and your customers be more successful.
  2. Make Each Message Meaningful
    No more sending out the same "Register for Our Conference" email over and over. Make each outbound touch helpful, valuable and relevant. Take care of your tribe and lead them to the good stuff and they'll follow you more closely and return the favor. PS: When you say something about yourself, it's bragging. When somebody else says something about you, it's proof.
  3. Be Watchful and Alert to Spot that Next Smart Channel
    At any point in time, it's good to have at least five smart channels (or thought leaders) you're tuning into regularly for wisdom and insight to share with your "tribe." (A favorite of mine is the Harvard Business Review channel.) Be that pointer channel people cherish and seek out. Then, keep on the lookout for that next savvy expert, because they're emerging everywhere and your tribe will thank you for leading them there.

What other tips would you recommend to perfect our signal-to-noise ratio? How can we help our customers sidestep the noise and connect quickly with signalers who can help them?

To learn more, read I Only Hear From You When You Want Something... Someone Follows You On Twitter - Do You Follow Back? and 4 Ways to Expand from Event Planner to Community Builder.

Photos: marfis75 via Compfight cc


blog comments powered by Disqus
Subscribe to our Monthly Newsletter
Receive updates on the latest trends, best practices, and strategies
to transform your meetings and events