Event planning & promotion
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Event planning & promotion

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Setting objectives for your event and executing on them.

Setting objectives for your event and executing on them.

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Event planning & promotion Event planning & promotion Presentation Transcript

  • Event Marketing Planning and Promotion Planning and promotion strategies for highly successful Event Marketing. Copyright © 2011 Constant Contact, Inc.
  • Agenda
    • Plan
      • Setting Objectives
      • Using Objectives
    • Promote & Communicate
      • Those you know and new attendees
      • Invites & Reminders
      • Homepages & Social Media
    • Bonus
      • Event Marketing Checklist
    Copyright © 2011 Constant Contact, Inc.
  • Plan- Setting Objectives
    • As the host, what do you want to accomplish?
    • Determine the ultimate purpose of the event and
    • why are you hosting.
    • Type of event
    • Right content
    • Right people to attend and
    • What action do you want from them
    • How to measure success
    • What will participants take away?
      • Learn to save Money
      • How to get the best ROI
      • Effective strategies to fundraise
    • Return on Investment
      • You want a return so you must calculate how much to invest and create a budget.
      • Free event vs. Free admission
        • – avoid last moment discounts to attend.
      • Will attendees be a referral engine if they leave satisfied ?
    Copyright © 2011 Constant Contact, Inc.
  • Plan- Setting Objectives
    • For the attendee, what do they want?
    • What is in it for me?
    • -The tangible benefit for spending my time/money.
    • What motivates for participation?
      • What do they learn?
      • Networking
      • Money making/Saving
    • Create a Top 3 attendee take-away list
    • What are the different messages and “hot button issues” for discussion?
    Copyright © 2011 Constant Contact, Inc.
  • Plan- Setting Objectives
    • My Sales Tactics Event
    • Companies goals
    • Get attendees to sign up for one or series of paid classes for business/marketing coaching.
    • Seen as thought leader.
    • Increase revenue.
    • Market private coaching services.
    • Create referral network to gain new attendees and validate value claims .
    • What do attendees want?
    • Learn the proven techniques to grow business and improve sales from a proven expert.
    • Then take those leanings and apply directly to their business.
    • They expect to see some direct return on their investment of attending event .
    Copyright © 2011 Constant Contact, Inc.
  • Plan- Using Objectives
    • For a successful event, identify your audience’s goals, as well as your own
    • Scheduling:
      • Time of Day
      • Age 55+ prefer mornings
      • Parents prefer lunch
      • Singles prefer evenings
      • Location
      • Traffic
      • Public transportation
      • Parking
      • Wheelchair access
    Copyright © 2011 Constant Contact, Inc.
      • Other community events
      • Can you piggy-back off something else?
      • Be sure your event is not scheduled at the same time as another
      • Event execution
      • Assign a back-up person and have contingency plans
      • Prepare staff in case of questions or issues (Fire Drill)
      • Include enough breaks in the agenda
      • Provide WIFI if not already available
    Audience Goal Your Goal Size of Event Participate, but not faceless attendee Increase attendance Networking Aspect Make connections and learn Organizing and Loyalty Content Focus Learn from experts Correctly set level of intensity and delivery of content
  • Plan- Using Objectives
    • Are you not sure what to plan? Ask!
    • Use the Event Planning & Feedback section of the Survey tool to gather data.
    • From a two-minute survey you learn:
      • The type of event
      • How to promote
      • If the event should be public
      • The right audience for the right events (matching objectives)
      • What the audiences considers a success/valuable
    Copyright © 2011 Constant Contact, Inc. Ask the uncomfortable question about a previous event: “ What didn’t you like about our last event?”
  • Plan- Using Objectives
    • Understanding Attendee Objectives:
    • Looking for specifics? Don’t guess-ASK!
    • Two minute survey, promoted in their regular email newsletter, in which they learned from responses:
    • What kind of events are of interest to attendees.
    • How do attendees want to hear about the event.
    • What is considered a success for an event by the attendee.
    • What topics do the attendees want to cover.
    Copyright © 2011 Constant Contact, Inc.
  • Plan- Using Objectives
    • Sample Questions to try
      • How much do you expect to pay for an event?
      • Which types of our events have you attended in the past?
      • What is your primary reason for attending an event?
      • What is the most convenient time to have an event?
      • What types of events would you be interested in attending?
      • Which generation are you? (Gen Y, Gen X, Baby Boomer, etc.)
    • -Actual questions from Downtown Woman’s Club
    Copyright © 2011 Constant Contact, Inc.
  • Promote & Communicate
    • Who do you want to come?
      • Where do they spend time?
        • Online: Social media, industry blogs, websites, virtual trade-shows, etc.
        • Offline: Social groups, cafes, Meet up, Chamber meetings, etc.
        • Print: Newspapers, trade publications, magazines
      • Where do they look for information about events?
        • Local calendar listings, local media outlets (wickedlocal.com, craigslist.org)
        • List in your own event calendar on your site
        • Get included in radio or tv listings
        • “ Forward to a Friend” Invites
    • Sources:
    • Harvard Business Review
    • Bain and Company
    Copyright © 2011 Constant Contact, Inc.
      • Consider building an “Ideal” attendee profile using:
            • Demographic
            • Psychographic
            • Other (Industry, Educational background, Geography)
    New Relationships Current Relationships It’s 6-7 times more expensive to gain a customer than to retain a customer 1 Repeat customers spend 67 percent more 2 After 10 purchases, a customer has already referred up to 7 people 2
  • Promote & Communicate
    • Creating Invitation Emails
    • Include:
      • When and where?
      • How do I get there?
      • Is there a cost?
      • Who do they contact for more information or to ask questions?
      • Simple step-by-step easy registration or RSVP
        • -How do I say yes or no.
      • Add list of upcoming events
      • “ Forward to a Friend” (Public Event)
      • Share button for posting social media
    Copyright © 2011 Constant Contact, Inc.
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate Use the “Attend My Events” Insert to share upcoming event details to let them know!
    • Sharing the details is easy:
    • “ 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
    • Event names link to Event Homepage/Registration page
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate
    • Use Simple Share to promote the event on Facebook and Twitter at the same time
      • Customize the message for each site
      • Include an image (optional)
      • Easily share to all your Facebook and Twitter profiles
    Expand the reach of your invitation through social media
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate
    • Use text marketing to promote
    • EZ Texting – Constant Contact partner – send group texts
    • To attendees
      • Promote your event
      • Take registration
      • Send event reminders
    • Staff & volunteers
      • Communication the day of your event
      • Send out real-time info: schedules, questions, staffing needs
  • Promote & Communicate
    • Doing Invites the Right Way: Fresh Eyes
      • Brand is important
        • -79% of respondents said they hit the "report spam" button when they don't know who the sender is.
        • -Email Sender and Provider Coalition (2007)
      • Subject Lines get you opened or ignored
      • Write a headline that captures and keeps attention
      • Show your personality
      • Personalize message to recipient
      • How do they know you? Use this to make the invite relevant
        • -56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.”
        • - Q Interactive, 2007
      • Segment the content of the message
        • -No rule the same invite needs to go to everyone on your list.
    Copyright © 2011 Constant Contact, Inc.
      • How many days/hours of notice and registration time do they need?
      • 5-6 weeks before the event: Send the personalized invite “announcement”
      • 3 weeks before: Send email “reminder”
        • -Include new offer/special discounts
        • -Feature any special guests who are attending
      • 2 days before: Send final “don’t miss” email with date/time/location
      • Tips:
      • One announcement and two reminders
      • Create messages and schedule sends
      • before the event
      • Include the event info in your newsletter
      • Send a follow up to those that did register and also to those that did not register
    Sending Invites and Reminders Promote & Communicate Copyright © 2011 Constant Contact, Inc.
    • Business to Consumer Invite
      • Goals:
      • Increase revenue
      • Increase brand awareness
      • Build customer trust or customer experience
      • Types of events:
      • Customer appreciation
      • Festival
      • Party/Social Mixer
      • New product demo
      • What else could you do?
    Promote & Communicate Copyright © 2011 Constant Contact, Inc.
    • Business to Business Invite
      • Goals:
      • Increase attendance and revenue
      • Impact outreach and awareness
      • Drive people to the booth
      • Build reputation of industry expertise
      • Types of Events:
      • Networking
      • Sales/Business Seminar
      • Class/Workshop
      • Conference/Seminar/Forum
      • Convention/Trade Show
    Promote & Communicate Copyright © 2011 Constant Contact, Inc.
    • Non-Profit Invite
      • Goals:
      • Increase awareness
      • Improve activism/volunteerism
      • Improve performance of donor base
      • Strengthen community relationship
      • Types of events:
      • Fundraiser
      • Banquet
      • Award/Recognition
      • Reunion
      • Seminar/Forum
    Promote & Communicate Copyright © 2011 Constant Contact, Inc.
  • Promote & Communicate
    • Reminder communications
      • Reminder emails to registrants to increase % that show
      • Include a link to a pre-event survey or poll, then near event start date or at start of event review results
      • Show count down 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
      • Make it easy to share with “Forward to friend” link and Social Share button
    Copyright © 2011 Constant Contact, Inc.
  • Promote & Communicate
    • Confirmation Message
      • Keep it short and concise
      • Include link to pre-event survey to understand expectations
      • Provide contact information for the individual who can answer questions
      • Feature quotes from attendees in the past to similar events
      • Reference the “Add to my Calendar” feature
    Copyright © 2011 Constant Contact, Inc. Confirmation Email Confirmation Landing Page
  • Promote & Communicate
    • Complimentary marketing
    • Use homepage for more promotional details and drive desire to attend.
    • Match the branding and colors of your website to your event homepage.
    • “ The homepage flexibility provides a fantastic outlet for other complementary marketing strategies such as posting for social networking and affiliates websites.”- Shannon Beth Harrington, SB Cre8tive
    Copyright © 2011 Constant Contact, Inc.
  • Promote & Communicate
    • On your event homepage
    • Talk About Content
      • List the sessions offered/Agenda
      • Link to guest speaker bios, websites, book reviews
      • Showcase new products or services
    • Enable Interaction
      • Provide event contact’s information for questions
      • Feature testimonials of former attendees
      • Create and update a “What’s New” section
      • Display pictures from past events or featured speakers
      • Join My Mailing List for future events
    • Include Fine Print
      • Post items for sale for fundraiser
      • State cancellation and refund policy (if applicable) and make it fair and friendly
    It ‘s more seamless for people and easier for everyone. For people signing up for the events they don’t have to bounce from a newsletter, to our website, to PayPal and back-it’s so flawless and easy. What we were hoping for is what we got and so much more.-Leslie Sturgeon, Women Inspiring Woman Copyright © 2011 Constant Contact, Inc.
      • Tips:
      • -Keep your branding consistent
      • -Make the page easy to share and be found in Social Media
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate Promote events on your website with “Attend My Events” Widget.
    • Providing a list on your website:
      • Increases awareness of your upcoming events
      • Helps improve attendance or increase the number of volunteers
  • Promote & Communicate
    • Using Interaction and Social Media
    • Make contacts feel wanted, personally invite them!
    • Face to Face? - Talk about the event when typically doing business
    • Your website?-Post your calendar for the regular visitor and let them know it is there.
    • Engage with them in social media
      • Facebook
      • LinkedIn
      • Twitter
      • Where else are they spending time?
    Note: During the event, be sure to blog, post on Twitter, take pictures and put them on Flickr Copyright © 2011 Constant Contact, Inc.
      • Get started in social media with Social Media Quickstarter:
      • http://www.socialquickstarter.com
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate
    • Built-in Promotions with Social Media and Search Engine Optimization
      • Help your event be found in online searches by using keywords
        • Topics, speakers, or theme
      • Create an event hashtag to encourage conversation about the event
      • The hashtag is automatically featured in event communications
  • Copyright © 2011 Constant Contact, Inc. Create buzz in Social Media about the event Get more attendees by sharing the event on Facebook & Twitter… The Facebook post can contain a custom message to encourage attendance and will include a link to register .
    • 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.
    • Whether you send an invite or not, promote the event on Social Media! Here’s how:
    • Promote the event on a schedule:
    • Weekly
    • The day before
    • An hour before
  • Copyright © 2011 Constant Contact, Inc. Easy Social Media Promotion Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter they are attending. … and then registrants share the event information.
  • Copyright © 2011 Constant Contact, Inc. Promote & Communicate Tools Before During After
    • Promote the event by sharing the event details on your wall
    • Share updates on your wall and upload pictures from the event
    • On your wall, thank those who came to the event
    • Answer remaining questions from event and send email with link to your wall.
    • 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 re-tweet 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 people’s Twitter username’s on their badges
    • Encourage people to continue discussion
    • Use tweets to promote next event
    • Have link to event homepage in your profile
    • Invite connections to attend
    • Encourage those that meet at the event to connect
    • Continue networking after the event
  • Promote & Communicate
    • 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
      • Post quotes from attendees
      • Provide contact information for the individual who can answer questions
    Copyright © 2011 Constant Contact, Inc. Email Follow Up Update same Homepage for Post Event Information
  • Want more on what we covered today? Want to attend more free live webinars? Check out the upcoming sessions in our Learning Center at http://www.constantcontact.com/learning-center/index.jsp . Questions? You have a consultant here to help at 1-866-816-6508 To get started, sign up for your FREE 60 day trial here: https://www.constantcontact.com/features/signup.jsp?cc=EDUwebinNov09ws Copyright © 2011 Constant Contact, Inc.
  • FOLLOW US ON SOCIAL MEDIA On Twitter: @ctctevent Facebook: http://www.facebook.com/ctcteventmarketing Follow Event Marketing on Social Media
    • Don’t forget the day of event:
    Checklist
      • Payment collection: Online or At the Door?
      • Registration list hard copy
      • Have sufficient Staff/Volunteers?
      • Know the “Numbers” of all attendees
      • Post Agenda/Activities
      • Have email Sign-up sheet for post-event emails
    • What is the purpose of the event?
    • What’s in it for the attendee?
    • Scheduling:
    • When?
    • Where?
    • What?
    • Who?
    • Event planning survey?
    • Promotions:
    • Let them Know
    • Invite email
    • Website calendar
    • Homepage
    • Social Media
    • Make them Show
    • Reminder
    • Confirmation
    • Teaser email
    • Social Media
    • Registration page
    • Your own website “Attend my event” widget
    Copyright © 2011 Constant Contact, Inc.