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Event Marketing Bootcamp by @ActioMarketing (Stacey Ruth)
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Event Marketing Bootcamp by @ActioMarketing (Stacey Ruth)

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Stacey Ruth of Actio Marketing (@actiomarketing) on how to create more effective event marketing campaigns. Presented at PYM LIVE Atlanta 2012 on March 1. #yaypym For more information on PYM LIVE …

Stacey Ruth of Actio Marketing (@actiomarketing) on how to create more effective event marketing campaigns. Presented at PYM LIVE Atlanta 2012 on March 1. #yaypym For more information on PYM LIVE Events, visit: http://planyourmeetings.com/events.

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  • data from 931 respondents including 320 nonprofits, 304 B2B, and 307 B2C companies\n
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  • Goals: \nWhy have an event?\nWhat action will attendees take?\nHow many attendees, and whom?\nWhat’s equals financial success? \nWhat are your top 3-5 messages?\nWhat’s your budget?\nWhat’s your timeframe?\n
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Transcript

  • 1. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETING @ActioMarketing #yaypym
  • 2. EventMarketing’s Dirty Little Secrets  Every single piece of content or design is event marketing @ActioMarketing #yaypym
  • 3. EventMarketing’s Dirty Little Secrets  Every single piece of content or design is event marketing  It takes time OR money, and usually both @ActioMarketing #yaypym
  • 4. EventMarketing’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 @ActioMarketing #yaypym
  • 5. EventMarketing’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 @ActioMarketing #yaypym
  • 6. EventMarketing’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  If this were easy, you wouldn’t be here @ActioMarketing #yaypym
  • 7. THE FACTS: 12010 Constant Contact @ActioMarketing #yaypym
  • 8. THE FACTS: 12010 Constant Contact Education is the Top Reason for Hosting Events @ActioMarketing #yaypym
  • 9. THE FACTS: 22010 Constant Contact @ActioMarketing #yaypym
  • 10. THE FACTS: 22010 Constant Contact B2B companies spend Most 5-8 weeks planning their events. @ActioMarketing #yaypym
  • 11. THE FACTS: 32010 Constant Contact @ActioMarketing #yaypym
  • 12. THE FACTS: 32010 Constant Contact Event marketing usually consumes <20% of event budgets. @ActioMarketing #yaypym
  • 13. THE FACTS: 42010 Constant Contact @ActioMarketing #yaypym
  • 14. THE FACTS: 42010 Constant Contact 5.5 is the average number of promotional methods for events. @ActioMarketing #yaypym
  • 15. THE FACTS: 52010 Constant Contact @ActioMarketing #yaypym
  • 16. THE FACTS: 52010 Constant Contact The top promotional methods for events are:email , word of mouth, website, and mailed invites. @ActioMarketing #yaypym
  • 17. THE FACTS: 62010 Constant Contact @ActioMarketing #yaypym
  • 18. THE FACTS: 62010 Constant Contact 40% of events use social media for promotion. @ActioMarketing #yaypym
  • 19. THE FACTS: 72010 Constant Contact @ActioMarketing #yaypym
  • 20. THE FACTS: 72010 Constant Contact 11% of events use blogging for promotion. @ActioMarketing #yaypym
  • 21. THE FACTS: 82010 Constant Contact @ActioMarketing #yaypym
  • 22. THE FACTS: 82010 Constant Contact 47% of events mail invites. @ActioMarketing #yaypym
  • 23. THE FACTS: 92010 Constant Contact @ActioMarketing #yaypym
  • 24. THE FACTS: 92010 Constant Contact 27% of events send More than press releases. @ActioMarketing #yaypym
  • 25. THE FACTS: 102010 Constant Contact Top Marketing Challenges. @ActioMarketing #yaypym
  • 26. THE FACTS: 102010 Constant Contact Top Marketing Challenges.50%38%25%13% 0% Getting responses Minimizing No-show Attention to invitesGetting People to Event Confirming Attendance Managing Mulitple Communicatio Timely Events @ActioMarketing #yaypym
  • 27. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETINGEVENTING MARKETING MISTAKES:WHAT’S WRONG HERE? @ActioMarketing #yaypym
  • 28. Top 6 Event MarketingMistakes1. Putting tactics before strategy2. Too much/too frequent information3. Not enough information4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 29. Top 6 Event MarketingMistakes Fixes1. Putting tactics before strategy2. Too much/too frequent information3. Not enough information4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 30. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent information3. Not enough information4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 31. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent 2. Rule of three ideas information3. Not enough information4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 32. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent 2. Rule of three ideas information 3. WIIFM3. Not enough information4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 33. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent 2. Rule of three ideas information 3. WIIFM3. Not enough information 4. Measure what’s working4. No metrics of success5. No budget6. No time @ActioMarketing #yaypym
  • 34. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent 2. Rule of three ideas information 3. WIIFM3. Not enough information 4. Measure what’s working4. No metrics of success 5. $ value of an attendee5. No budget6. No time @ActioMarketing #yaypym
  • 35. Top 6 Event MarketingMistakes Fixes1. Putting tactics before 1. Start with who/where/ strategy when & goals2. Too much/too frequent 2. Rule of three ideas information 3. WIIFM3. Not enough information 4. Measure what’s working4. No metrics of success 5. $ value of an attendee5. No budget 6. Urgency messages6. No time @ActioMarketing #yaypym
  • 36. GETTING THE BALL MOVING:WHERE DO WE BEGIN? @ActioMarketing #yaypym
  • 37. What’s aStrategy? We will have 200-300 attendees registered in the next 4 months, who will use 6 new products in their jobs by the end of the @ActioMarketing #yaypym
  • 38. What’s a Tactic? Email. Facebook. Twitter. Blog. You Tube. Postcard. Direct mail. E- signature. Invitation. Press Release. Personal Phone Call. Personal Email. Event website. Online ad. Print ad. LinkedIn discussion Group. LinkedIn ad. LinkedIn status line. @ActioMarketing #yaypym
  • 39. Steps to DetermineTactical Plan 1. Set goals: why, who, how much, when, what 2. Know your audience 3. Develop content/agenda 4. Based on 1,2,3 determine best media and frequency to reach attendees 5. MEASURE RESULTS if you want to repeat or improve them. @ActioMarketing #yaypym
  • 40. Yeh. But HOWDo I Do It? 1. Relevant content 2. Testimonials 3. Previous event pics/videos 4. FAQs 5. “Why Attend” and “Who Should Attend” messages 6. Have a draw – recognition, giveaways, keynote speaker, etc. 7. Build partnerships 8. Try various media @ActioMarketing #yaypym
  • 41. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETINGEVENTING MARKETING MISTAKES PART 2:WHAT’S WRONG HERE? @ActioMarketing #yaypym
  • 42. Bad Results Source1. Wrong expectations2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
  • 43. Bad Results Source Fix1. Wrong expectations2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
  • 44. Bad Results Source Fix1. Wrong expectations 1. Look at similar events2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
  • 45. Bad Results Source Fix1. Wrong expectations 1. Look at similar events2. Wrong content 2. Change your message3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
  • 46. Bad Results Source Fix1. Wrong expectations 1. Look at similar events2. Wrong content 2. Change your message3. Wrong media 3. Try other media4. Wrong frequency @ActioMarketing #yaypym
  • 47. Bad Results Source Fix1. Wrong expectations 1. Look at similar events2. Wrong content 2. Change your message3. Wrong media 3. Try other media4. Wrong frequency 4. Alter your frequency @ActioMarketing #yaypym
  • 48. PUTTING IT INTO PRACTICE:A FEW GOOD EXAMPLES @ActioMarketing #yaypym
  • 49. 1 2 3Ellena has an annual Marcia manages a Drew is launching a customer event in 5 mandatory annual first-time executive months, and wants franchise meeting, with forum hosted by his >30% (>800) of her 350 attendees. Adoption company, has a limited customers to attend. of best practices, database, a budget of She has 2 people on programs is low, and $2,000, and 3 months toher team and an $8000 performance is down. generate 60-80 marketing budget. She has $7,500 for attendees. marketing. @ActioMarketing #yaypym
  • 50. The Situation:  100% customer attendance = 2500  Average attendance = 600  GOAL: 833 attendees  Currently uses: – event website 1 – company website link – email announcements Ellena – personal invitations from sales team  Competes with 7 other industry user Customer conferences Conference  Holds conference in Vegas  Gets great feedback from attendees @ActioMarketing #yaypym
  • 51. The Approach:  Performs sample population survey on both previous attendees and non-attendees.  Asks about: – Awareness – Location 1 – Content Ellena – Format – Business challenges Customer – Reasons for attending and Conference obstacles to attending @ActioMarketing #yaypym
  • 52. The Insights:  Most non-attendees were unaware of conference (75%)…  …Or could not get their boss’ approval to attend a conference in Las Vegas due to expense (15%)  Attendees liked networking, but 1 preferred different networking formats Ellena  Attendees did not want a focus on a sales message, but did want time to Customer get hands-on experience with the Conference product @ActioMarketing #yaypym
  • 53. The Solution:  Ellena’s company built an incentive contest to encourage sales team to invite customers  The event website was re-designed to present “reasons to attend” and focus on new, improved networking opportunities, and hands-on learning opportunities 1  Event website included testimonials and personal invitation from the Ellena president  Event location was moved the Customer following year to Dallas Conference  Attendance went from~600 to ~900 in first year @ActioMarketing #yaypym
  • 54. The Situation:  Attendance is guaranteed, but engagement is at an all-time low  For the franchise system to grow and flourish, franchisees must be marketing online, re-furbishing their stores, improving their customer service, and better training their staff. 2  The conference is where they learn how. Marcia Mandatory Franchise Conference @ActioMarketing #yaypym
  • 55. The Approach:  Marcia began a four-month pre- event marketing campaign that included email and direct mail  Each campaign piece delivered one key concept that would be covered at conference, with a benefit to the attendee  Attendees also received an email 2 link to a personal video invitation from the President. Marcia  Marcia also developed a speech writing and coaching program for Mandatory her executives, ensuring they Franchise delivered their content in the most Conference effective, powerful manner. @ActioMarketing #yaypym
  • 56. The Approach:  Marcia also put an ROI Analysis plan in place to measure the results of her new approach for the company’s bottom line. 2 Marcia Mandatory Franchise Conference @ActioMarketing #yaypym
  • 57. The Solution:  Retention (learning)of information from presentations improved 80%  Intention to act on information after the meeting improved 65%  Customer service scores improved 17%  Staff training increased 50% over the next 6 months 2 Marcia Mandatory Franchise Conference @ActioMarketing #yaypym
  • 58. The Situation:  The company has decided to hold a high-level educational executive summit as a way to build business  The company’s database is small, and has not been “cleaned up” in years  As a first-time event, there is no awareness, and very little budget 3  There is apparently no other meeting quite filing the intended Drew niche, and seems to be a real need for such a meeting Executive Summit @ActioMarketing #yaypym
  • 59. The Approach:  Drew shared his company’s billing with top industry experts who were not competing with his company’s services, and used them as a draw.  The marketing campaign included 5 emailers featuring the speakers, and an “urgency” message regarding early registration, 3 focusing on “limited space” idea  The event website included testimonials about the speakers Drew rather than the event. Executive  Drew utilized LinkedIn discussions Summit to ask questions that pointed back to his summit. @ActioMarketing #yaypym
  • 60. The Approach:  Drew also partnered with an industry association to get education credits for the event, and have a banner ad included in their weekly email newsletter 3 Drew Executive Summit @ActioMarketing #yaypym
  • 61. The Solution:  The first summit did not quite make the 60 attendee mark – garnering only 47 in its inaugural year  Every presenter, including Drew, received substantial projects as a result, and re-committed to continuing the effort for future 3 events  The second conference is scheduled for next summer, and Drew the attendance goal has been set at 50 Executive Summit @ActioMarketing #yaypym
  • 62. Stacey Ruth PRINCIPAL, ACTIO MARKETINGActioMarketing.comGetEnterAction.com 404.220.7614 /ActioMarketing /StaceyRuth @ActioMarketing #yaypym