Online Event Marketing For Business To Consumer

ONLINE EVENT MARKETING FOR BUSINESS
TO CONSUMER
Copyright 2011 Constant Contact, Inc.
Agenda
Making the most of your event
Promote & Communicate
Engage with attendees
Measure your success
Worksheets
2
MAKING THE MOST OF YOUR EVENT

Ease the burden of event management by going online!
Keep registration open, even when youre not.
Offline management:
Online management:
Time consuming manual list

management
Easily manage all information

online
Less efficient registration

methods
Self-serve 24/7 online

registration
Cumbersome spreadsheet
tracking and reporting
Efficient tracking and reporting
Guessing what is wanted

from the event
Custom registration=
Information you need and want
4

Want specifics to be the Event of the Season? take 2-minutes to ask!
Learn what your attendees

desire:
Include
What
a link
events
to aof ours have you attended in the past?
survey
in your
Why
do you attend events?
regular
email.
What
types of events interest you?
What social media networks do you use?
Ask the uncomfortable question about a previous event:

What didnt you like about our last event?
Things to keep in mind:

Time of Day
What is ideal?
Location
Traffic?
Adequate parking?
Driving directions?
WIFI provided?
An event invitation and website provide all

the information needed for attendee to
understand the value of the event and
successfully attend.
5
Event success
Countax
Their challenges:
Attendees had to call or fax RSVP
Inaccurate information on name badges
Confusion over event time and location
With Event Marketing their results:

It saved us hours and hours of work. We still
took some registrations over the phone, but
simply typed them straight into the online
sign-up form then and thereand then
being able to display the directions to the
venue was a great help. -Jef ORiley,
Marketing Manager, Countax
6
PROMOTE AND COMMUNICATE
Are you promoting to the right people?

Who do you want to come?
Create an ideal attendee profile:
People new and/or familiar with you?
What makes them the same / different?
Influence in networks (local and social)?
Where are they finding out about events?
Online?
Offline?
Advertising?
8
Event experience starts with your invitation

A professional looking invite encourages registration and attendance
Advertising on an
invitation is not
professional looking.
Ad free invites,
registration and
homepage
Over 140
themes
Customizable
9
Foundation from those who know you

Get their attention with customizable email invites
Brand
is important; show your personality
-79% of respondents said they hit the "report

spam" button when they don't know who the
sender is.
-Email Sender and Provider Coalition
Use
Subject Lines and headlines that get you

opened
Personalize
56% of consumers consider marketing
messages from known senders to be
Spam if the message is just not
interesting to me. -Q Interactive
message to recipient the same

invite does not need to go to everyone on your
list
10
Good Invitations cause interest and action

Do your invites do more than ask
people to come?
Must have shareworthy content:
Provide information about why they should attend
List activities to improve attendance:

Topics
Lessons
Speakers
Engage with video

Add list of upcoming events
Today, 71% of the U.S. online audience watches

video on the internet, and the number of
streams consumed should more than double
by 2013.
Forrester Research
Video in email can increase click-through rates
by as much as three-hundred percent.
Forrester Research
11
Success with Event Invitations

Business Victories
Their challenge:
Promoting weekly teleseminars which

educate customers and prospects
Boosting teleseminar attendance
With
Event
"We've
seenMarketing
registrationtheir
go upresults:
30% to
40%, and it's consistently growing
each week, undoubtedly because
we've started using Event Marketing.Cheri Ruskus, Business Victories
12
Does this invite work?
What works:
Headline
captures attention and

sense of urgency
Visuals match event theme
Why it does not work:

No
way to RSVP on line!

Created
sense of urgency but no way

to take immediate action
Unclear
how to sign up for event

No personalization
No map for directions on how to
get there
No way to share
Missing
out the power of word of

mouth and social media marketing
13
Beyond the one event

Share upcoming events in your email
invitations to increase awareness
Attend My Events button
appears in the Insert menu
Clicking this option will feature:
Event Name
Start/End date and time
Event Description (if given)
Location
Track which readers are
interested in what events
14
Leverage Social Media for your invite

Expand the reach of your invitation
through Social Media
Use Simple Share to promote
the event on Facebook, Twitter,
and LinkedIn at the same time!
Customize the message for
each site
Include an image (optional)
Easily share to all your
Facebook, Twitter, and
LinkedIn profiles
15
Create buzz in Social Media about the event

Get more attendees by sharing the event on Facebook & Twitter
Whether you send an
invite or not, promote
the event on Social
Media! Heres how:
Promote the event on a

schedule:
Weekly
The day before
An hour before
Establish a hashtag (e.g. #B2Bevent) to

track buzz around the event.
Tweet your event and watch how your
followers retweet the details.
Do not forget to ask them to retweet, asking
and saying Please really does work.
The Facebook post can contain a

custom message to
encourage attendance and
will include a link to register.
16
Create buzz in Social Media about the event

Increase attendance through
professional connections
Promote the event on your

LinkedIn profile
Share the event details with those
you know on LinkedIn
Groups:
Industry
Topic
17
Leverage Mobile Marketing
Foursquare
How can you use it?

Pre-event
During Event
Create a
location to
check in
Share with
friends
Co-market with
content partner?
Drive traffic to
each others
sites
Leave a tip
about your
event
Leave a To Do
about your
event
Develop
scavenger hunt
about event
Hints in
tips area
Understand
interests of
people checking
in profile info
18
Leverage Social Media & Online Marketing
Built-in Promotions with

Social Media and Search
Engine Optimization
Help your event be found in

online searches by using
keywords
19
Topics, speakers, theme,

location
Create an event hashtag to

encourage conversation about
the event
The hashtag is automatically
featured in event
communications
Can your event be found on the web?
Do you have an event

homepage?
Use homepage for more
promotional details and drive desire
to attend.
Match the branding and colors of
yourhomepage
website to flexibility
your event
The
provides a
homepage.
fantastic outlet for other
complementary marketing
strategies
such as content.
posting for social
Use shareworthy
networking and affiliates websites.
-Shannon Beth Harrington,
SB Cre8tive
20
Get your event details on the web

Feature all upcoming events online or on your website
Share the link to the event calendar in emails and Social Media.
Provide a list of upcoming events on

your website:
Increases awareness of your

upcoming events
Helps improve attendance or
increase the number of volunteers
Increase SEO value
21
ENGAGEMENT WITH ATTENDEES
22
Step 1: Registration
Where, When, and How do I Pay?
Track and see the details registrants provide:
One location online for all registrants to register

They provide information needed to attend
Attendees register when and how they want
Registration payment made online
Online registration
helps save time,
decrease errors
and all information
stored securely and
reviewable by event
manager.
23
How registration engages

FlavaFitness Studio
Their challenge:
Difficult to get a proper headcount

Provide adequate event information
Collecting payment from registrants
With Event Marketing their results:
Theres been time saved: hours in

obtaining registration information and
hours in collecting payments. I would
have to say in total, using Event
marketing has saved me two work days
at least. Jeni Jones, FlavaFitness
Studio
24
Step 2: Acknowledge and Communicate

Ask registrants to share the event information. Jump start the word of mouth
buzz around your event!
Once registered, attendees can spread the word about the event by sharing
on Facebook or Twitter.
Note: Facebook users have on average 130 friends*
*Facebook FAQs
25
Step 2: Acknowledge and Communicate

Reminder email
Reminder communications
increase attendance
Include:
Show countdown until event
Provide hints to guess secret guest
speaker/feature:
Tweet event information and
include event #hashtag in the tweet
Share event details on your
Facebook wall
Include a link to a pre-event survey or
poll, then near event start date or at
start of event review results
Make it easy to share with Forward to
friend link and Social Share button
26
Step 3: During the Event
Android
iPhone
Easy attendance Tracking on your mobile phone!
27

Using Facebook during the
event:
Use live updates to mention

booth contests, fun activities and
share pictures
In each post, share any links or
materials of the guest speakers
Include pictures of any guest
speakers or attendees. Ask
attendees to tag themselves in
photos
Encourage attendees to share or
comment during the event on
Facebook via mobile
28

Using Twitter during the event
Use #hashtag for the event
Encourage attendees to tweet about what they

are experiencing during the event use event
#hashtag
People who are interested but not there can
follow theTwitter feed.
Encourage attendees to post photos and videos

from mobile devices to Twitter with tools like
Twitpic
Twitter has 165 Million Users

50% of them use Twitter
Mobile. Mashable.com, Mobile
by the Numbers
29
Leverage mobile marketing

Consider using QR Codes to keep the interaction going
Direct to website information via mobile device

Get feedback via a poll or short survey that people can access via
mobile device
Post video content that is complementary to the event objectives to view
via a mobile device
Wonder what is behind this QR Code?
How do I build? -http://bit.ly/

Add- .qr at end of shorten url
30
Mobile + Events = Success
Foursquare
How can you use it?

Watch how many and who has
checked in
Know when the people you want to
connect with have arrived
Watch the comments, tips and to dos
left by attendees
Gain a clear understanding of what
popular/trending in your event
Watch for instant feedback
Negative comments about the food
Problems with the facility
Ask attendees to leave a review of the

event on Yelp.
31
POST EVENT COMMUNICATIONS
32
Post Event Email and Homepage

Post event email and homepage
Thank attendees
Include link to post-event survey
Give participants a way to stay
connected through the Join Our
Mailing List link or social media
sites
Send follow up email and update

homepage for post event information
Post quotes from attendees

Provide contact information for the
individual who can answer
questions
33
Collect Post Event Feedback

Use a Survey
Ask about satisfaction with content,

facilities, etc.
How likely are they to come again?
How likely are they to tell others

about your events?
Ask questions that get answers

you can act upon
Over 60 templates to start with to meet your objective

Includes good questions
You can edit, remove, add, and re-order questions
You can add your logo, colors and images
Example: What didnt you like

about our last event?
34
Feedback and Data for next event
Analyze participation to identify

high value prospects, then perform
the appropriate follow up
Leverage details from your

registration data to help identify
the right segments of people to
invite to your next event
Use the information they have

shared to personalize your future
communications
Segment:
Details such as who paid,
how they paid,
demographic, geographic,
etc.
How do you know if your invites did

their job?
Is the message being shared?
35
Did you meet the objectives?
Measure your objectives by:
Measure attendee objectives by:
The number of people who

attended
Show rate of individuals

registered
Revenue from the event
Conversations about event in

Social Media networks
Analyze data collected via

reports and survey
Feedback in surveys
36
Best Next Steps

Try Online Event Marketing For Free
http://www.constantcontact-event.com/
Check out a Live Product Tour

Register for the live Event Marketing Product Demo
http://www.constantcontact.com/learning-center/webinars/live/index.jsp
Questions? You have a consultant here to help at 1-855-816-6508

Follow Event Marketing on Facebook and Twitter:
http://on.fb.me/EvMFB on Facebook
http://bit.ly/EvMTw on Twitter
37
QUESTIONS?
38
Plan- Using Objectives

Share your story:
Recent or Upcoming Event

Attendee Objective
Your Objective
Value and Content Focus of event
Audience Goal
Your Goal
Size of Event
Value of Event
Content Focus
39
Are you promoting to the right people?

Attendee Worksheet:
Attendees-Who is perfect for
your event?
Where do they spend time?
Where do they seek event

information?
In common
What is
different
Real Life
Online
Real Life
Online
40
Leverage Social Media Promotion

Tools
Before
Promote the event by

sharing the event
details on your wall
During
After
Share updates on your

wall and upload pictures
from the event
Create an unique event

hashtag
Using bit.ly create
short event URL for
tweets
Customize your Twitter
background with the
event brand
Schedule tweets in
advance to promote
Maximize the
opportunity for a retweet by limiting your
tweet to 120 characters
Encourage tweeting
during the event
Create a Twitter List of
your conference
speakers for others to
follow
List peoples Twitter
usernames on their
badges
Encourage those that

meet at the event to
connect
Continue networking
after the event
Develop scavenger hunt

about event
Review Check-ins and

Tips left by attendees
Have link to event

homepage in your
profile
Invite connections to
attend
Create a location to
check-in
Co-market with content
provider
Leave a Tip or To
Copyright 2011 Constant Contact, Do
Inc.
On your wall, thank

those who came to the
event
Answer remaining
questions from event
and send email with link
to your wall.
41
Encourage people to
continue discussion
Use tweets to promote
next event
Boost attendance with promotional variety

Let them know and theyll show!
Invitations
Homepage
Social Media
Send personalized
invitations with a
personal appeal
Create a unique event

homepage
Engage those following

you to boost attendance
and awareness
Make sure to include:
Important event information

To ask recipients to forward the
email to friends and family
A list of upcoming events
Encourage to talk about event
in Facebook and Twitter
Links to register-automatically
done for you with Event
Marketing
Information about the event,

topics and guest speakers
Regular updates on the
homepage, with our easy to
update homepage
A Join my Mailing List box, to
keep the connected
Use the Attend my Event
Widget to promote upcoming
events on your website
Updates about the event

(Examples: new speakers,
discount offers, etc.)
Link to registration for the
event from all posts and tweets
Encourage those who have
registered to post or tweet they
are attending-automatically
done for you with Event
Marketing
Remember: communicate where your audience is listening!
42

Online Event Marketing For Business To Consumer

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Online Event Marketing For Business To Consumer

Hochgeladen von

Copyright:

Verfügbare Formate

ONLINE EVENT MARKETING FOR BUSINESS

Copyright 2011 Constant Contact, Inc.

MAKING THE MOST OF YOUR EVENT

Copyright 2011 Constant Contact, Inc.

Making the most of your event

Time consuming manual list

Easily manage all information

Less efficient registration

Self-serve 24/7 online

Efficient tracking and reporting

Guessing what is wanted

Making the most of your event

Learn what your attendees

Ask the uncomfortable question about a previous event:

Things to keep in mind:

An event invitation and website provide all

With Event Marketing their results:

PROMOTE AND COMMUNICATE

Copyright 2011 Constant Contact, Inc.

Are you promoting to the right people?

People new and/or familiar with you?

What makes them the same / different?

Influence in networks (local and social)?

Where are they finding out about events?

Copyright 2011 Constant Contact, Inc.

Event experience starts with your invitation

Foundation from those who know you

is important; show your personality

-79% of respondents said they hit the "report

Subject Lines and headlines that get you

message to recipient the same

Copyright 2011 Constant Contact, Inc.

Good Invitations cause interest and action

Provide information about why they should attend

List activities to improve attendance:

Engage with video

Today, 71% of the U.S. online audience watches

Success with Event Invitations

Promoting weekly teleseminars which

Boosting teleseminar attendance

Does this invite work?

captures attention and

Why it does not work:

way to RSVP on line!

sense of urgency but no way

how to sign up for event

out the power of word of

Beyond the one event

Leverage Social Media for your invite

Create buzz in Social Media about the event

Promote the event on a

Establish a hashtag (e.g. #B2Bevent) to

The Facebook post can contain a

Create buzz in Social Media about the event

Promote the event on your

Leverage Mobile Marketing

How can you use it?

Leverage Social Media & Online Marketing

Built-in Promotions with

Help your event be found in

Topics, speakers, theme,

Create an event hashtag to

Can your event be found on the web?