International Attendees

In response to an ASAE list serv post regarding event marketing, Rick Welch of APC Postal Logistics brought to my attention some key international delegate marketing issues.

I agree with Rick on the following points:
1. Oversees dollars are strong – get them to try your US event!
2. Be prepared for Visa letters—if you do not build an automated tool, they take administrative time. See the BIO tool.
3. Be very aware of international postage costs, travels times and trust the guidance of experts.

Rick wrote, “ The decline of the dollar, and the increased buying power of the Euro and Canadian dollar have created a real opportunity for associations targeting international attendees. For many European professionals the cost of attending a conference in the US is far less than one in a nearby European city. Books and courses, and other additional items are now half price, if priced in dollars.

To take advantage of this opportunity quickly, take the five or ten countries with the highest response rate to your initial offer and buy additional lists or do a second mailing to those countries. Don't spend too much time trying to figure out why they are responding. It could be a popular TV show related to your topic, or the weather, a sports team, a new direct air connection. The important thing is that you are getting a good response.

For the international market, a direct mail piece is almost essential. In most cases your attendee will need a "justification piece" to show where they are going and why it is important, and get approval. It is something to attach to the check request. Also, English may not be their primary language, and the inability to discuss the email offer or program with others may cause frustration, and the all too easy solution of hitting delete. One marketing director calls the printed preliminary program "emotional mail" because you can touch and feel it. It establishes credibility and it communicates value at an emotional level that doesn't require language proficiency.

Be prepared with visa letters. Register your meeting with the State Department and Academy of Science to expedite the visa process.

Make sure your address block will accommodate larger international addresses and formats. We recommend an address block of 8 lines of 40 characters.

Envelopes, while they cost more, are more likely to get delivered than poly-bags or self mailers. Self mailers require a tab or seal on all three open sides.

Be aware of holidays or events that may impact response in the target country. May Day is not celebrated here but is one of the bigger holidays in Europe.”