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EVENT MARKETING:
Bring the Heat
James Grevas
PRINCIPAL, ACTIO MARKETING
The View
From Where
We Sit
 New Company, Seasoned Players
 Exclusively B2B Focused
 Primary Verticals- Tech and IT Chan...
Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
 It takes time OR mon...
EVENT MARKETING
BOOTCAMP
Stacey Ruth
PRINCIPAL, ACTIO MARKETINGPRINCIPAL, ACTIO MARKETING
WHAT’S WRONG HERE?
EVENTING MARK...
Top 6 Event
Marketing
Mistakes
Mistakes
1. Putting tactics before
strategy
2. Too much/too frequent
information
3. Not eno...
A GOOD EXAMPLE
PUTTING IT INTO PRACTICE:
The Company:
 Vertical: Enterprise Software
 Revenues: 225m (2011)
 Approximate Customer Base: 2500
The Situation:
 Annual User Conference
 Engagement window
approximately 5 mo.
 Current attendance 633
 Goal- 30% 0f in...
Current Strategy and Assumptions:
 Currently uses:
– event website
– company website link
– email announcements
– persona...
The Approach:
 Perform a sample population survey
on both previous attendees and
non-attendees.
 Asks about:
– Awareness...
The Insights:
 Most non-attendees were unaware
of conference (75%)…(sales people
not communicating)
 …Or could not get t...
The Solution:
 A script and incentive contest was
developed to encourage sales team to
invite customers
 The event websi...
Takeaways:
 Question your assumptions, and
your audiences
 Do the due diligence, and do
something about what you learn
...
/ActioMarketing
/JamesGrevas
@ActioMarketing
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James Grevas' Presentation

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  • Welcome.
    [STOP- TAKE PICTURE]
    Thanks. I need that for my Facebook page.
    I’m James Grevas
    I specialize in marketing events, and have been in the event industry for over 20 years.
    Many of you are probably expecting me to blow your marketing minds with cool new event marketing tools – and there’s a great novel-length whitepaper on that available for free on MPI’s website.
    But I’ve got news for you – the latest, coolest technology not only isn’t the key to successful marketing of your events – it’s time-consuming and has a limited life-span.
    Well, hold on a minute. Let me tell you something – marketers today – and I mean PURE marketers like AdWeek, and American Marketing Association are already loudly questioning the viability of Twitter, QR Codes and Facebook as marketing tools, telling us it’s soon to be yesterday’s news, and that while B2C companies occasionally get some traction out of Facebook, B2B companies almost never do (just ask general motors). Just when we are starting to catch on, the professional marketers are packing up their toys and moving over to Pinterist – the new hot thing.
    What’s more, APPS are flat. Why? Because unless you are holding a Blackberry convention or an Apple meeting, you cannot guarantee that everyone at your meeting is using the same smartphone – or even HAS a smartphone – which account for only 30% of the phone carrying population. And While this is becoming less of an issue, there are a host of corporate compliance and security issues that have yet to be resolved.
  • Transcript of "James Grevas' Presentation"

    1. 1. EVENT MARKETING: Bring the Heat James Grevas PRINCIPAL, ACTIO MARKETING
    2. 2. The View From Where We Sit  New Company, Seasoned Players  Exclusively B2B Focused  Primary Verticals- Tech and IT Channel, and Owner/Operator/Distributor/Franchise  Both Event and Non-Event Related Marketing
    3. 3. Event Marketing’s Dirty Little Secrets  Every single piece of content or design is event marketing  It takes time OR money, and usually both  The more personal it is, the more success you will have  This isn’t just about attendance – it’s about engagement
    4. 4. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETINGPRINCIPAL, ACTIO MARKETING WHAT’S WRONG HERE? EVENTING MARKETING MISTAKES:
    5. 5. Top 6 Event Marketing Mistakes Mistakes 1. Putting tactics before strategy 2. Too much/too frequent information 3. Not enough information 4. No metrics of success 5. No time 6. No budget 1. Start with who/where/ when & goals 2. Rule of three ideas 3. WIIFM 4. Measure what’s working 5. Urgency messages 6. $ value of an attendee Fixes
    6. 6. A GOOD EXAMPLE PUTTING IT INTO PRACTICE:
    7. 7. The Company:  Vertical: Enterprise Software  Revenues: 225m (2011)  Approximate Customer Base: 2500
    8. 8. The Situation:  Annual User Conference  Engagement window approximately 5 mo.  Current attendance 633  Goal- 30% 0f installed user base (833 attendees)
    9. 9. Current Strategy and Assumptions:  Currently uses: – event website – company website link – email announcements – personal invitations from sales team  Competes with 7 other industry user conferences  Holds conference in Vegas  Gets great feedback from attendees
    10. 10. The Approach:  Perform a sample population survey on both previous attendees and non-attendees.  Asks about: – Awareness – Location – Content – Format – Business challenges – Reasons for attending and obstacles to attending
    11. 11. The Insights:  Most non-attendees were unaware of conference (75%)…(sales people not communicating)  …Or could not get their boss’ approval to attend a conference in Las Vegas. (15%)  Attendees liked networking, but preferred different networking formats  Attendees did not want a focus on a sales message, but did want time to get hands-on experience with the product
    12. 12. The Solution:  A script and incentive contest was developed to encourage sales team to invite customers  The event website was re-designed to present “reasons to attend” and focused on new, improved networking opportunities, and hands-on learning opportunities  Event website included testimonials and personal invitation from the president  Event location was moved the following year to Dallas  Attendance went from~600 to ~900 in first year
    13. 13. Takeaways:  Question your assumptions, and your audiences  Do the due diligence, and do something about what you learn  Content is King.
    14. 14. /ActioMarketing /JamesGrevas @ActioMarketing
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