EVENT MARKETING      BOOTCAMP               Stacey Ruth     PRINCIPAL, ACTIO MARKETING      @ActioMarketing #yaypym
EventMarketing’s Dirty Little    Secrets                 Every single piece of content or design is                  even...
EventMarketing’s Dirty Little    Secrets                 Every single piece of content or design is                  even...
EventMarketing’s Dirty Little    Secrets                 Every single piece of content or design is                  even...
EventMarketing’s Dirty Little    Secrets                 Every single piece of content or design is                  even...
EventMarketing’s Dirty Little    Secrets                 Every single piece of content or design is                  even...
THE FACTS:       12010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       12010 Constant Contact                        Education is the Top                        Reason for Host...
THE FACTS:       22010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       22010 Constant Contact                            B2B companies spend                         Most       ...
THE FACTS:       32010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       32010 Constant Contact                        Event marketing usually                        consumes <20...
THE FACTS:      42010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:      42010 Constant Contact                        5.5   is the average number of                        promot...
THE FACTS:       52010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       52010 Constant Contact                         The top promotional methods for                          e...
THE FACTS:       62010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       62010 Constant Contact                        40% of events use social                         media for ...
THE FACTS:       72010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       72010 Constant Contact                        11% of events use blogging                               fo...
THE FACTS:       82010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       82010 Constant Contact                        47% of events mail invites.                                ...
THE FACTS:       92010 Constant Contact                        @ActioMarketing #yaypym
THE FACTS:       92010 Constant Contact                               27% of events send                        More than ...
THE FACTS:     102010 Constant Contact                        Top Marketing Challenges.                                   ...
THE FACTS:      102010 Constant Contact                                Top Marketing Challenges.50%38%25%13% 0%  Getting r...
EVENT MARKETING                       BOOTCAMP                                         Stacey Ruth                        ...
Top 6 Event     MarketingMistakes1. Putting tactics before   strategy2. Too much/too frequent   information3. Not enough i...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   strategy2. Too much/too frequent   i...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
Top 6 Event     MarketingMistakes                    Fixes1. Putting tactics before   1. Start with who/where/   strategy ...
GETTING THE BALL MOVING:WHERE DO WE BEGIN?                           @ActioMarketing #yaypym
What’s aStrategy?              We will have  200-300 attendees            registered in the next 4 months,              wh...
What’s a Tactic?                Email. Facebook. Twitter. Blog. You                    Tube. Postcard. Direct mail. E-    ...
Steps to  DetermineTactical Plan                1. Set goals: why, who, how much,                   when, what            ...
Yeh. But HOWDo I Do It?              1. Relevant content              2. Testimonials              3. Previous event pics/...
EVENT MARKETING                        BOOTCAMP                                         Stacey Ruth                       ...
Bad Results     Source1.    Wrong   expectations2.    Wrong   content3.    Wrong   media4.    Wrong   frequency           ...
Bad Results     Source                  Fix1.    Wrong   expectations2.    Wrong   content3.    Wrong   media4.    Wrong  ...
Bad Results     Source                    Fix1.    Wrong   expectations   1. Look at similar events2.    Wrong   content3....
Bad Results     Source                    Fix1.    Wrong   expectations   1. Look at similar events2.    Wrong   content  ...
Bad Results     Source                    Fix1.    Wrong   expectations   1. Look at similar events2.    Wrong   content  ...
Bad Results     Source                       Fix1.    Wrong   expectations   1.   Look at similar events2.    Wrong   cont...
PUTTING IT INTO PRACTICE:A FEW GOOD EXAMPLES                            @ActioMarketing #yaypym
1                        2                        3Ellena has an annual     Marcia manages a         Drew is launching a c...
The Situation:                100% customer attendance = 2500                Average attendance = 600                GO...
The Approach:               Performs sample population survey                on both previous attendees and              ...
The Insights:                 Most non-attendees were unaware                  of conference (75%)…                 …Or ...
The Solution:     Ellena’s company built an incentive                   contest to encourage sales team to               ...
The Situation:   Attendance is guaranteed, but                  engagement is at an all-time low                 For the...
The Approach:    Marcia began a four-month pre-                  event marketing campaign that                  included ...
The Approach:    Marcia also put an ROI Analysis                  plan in place to measure the                  results o...
The Solution:    Retention (learning)of information                  from presentations improved 80%                 Int...
The Situation:    The company has decided to hold a                   high-level educational executive                   ...
The Approach:    Drew shared his company’s billing                  with top industry experts who were                  n...
The Approach:    Drew also partnered with an                  industry association to get                  education cred...
The Solution:    The first summit did not quite                  make the 60 attendee mark –                  garnering on...
Stacey Ruth   PRINCIPAL, ACTIO MARKETINGActioMarketing.comGetEnterAction.com      404.220.7614  /ActioMarketing      /Stac...
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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 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&amp;#x2019;s equals financial success? \nWhat are your top 3-5 messages?\nWhat&amp;#x2019;s your budget?\nWhat&amp;#x2019;s your timeframe?\n
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  • Event Marketing Bootcamp by @ActioMarketing (Stacey Ruth)

    1. 1. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETING @ActioMarketing #yaypym
    2. 2. EventMarketing’s Dirty Little Secrets  Every single piece of content or design is event marketing @ActioMarketing #yaypym
    3. 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. 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. 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. 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. 7. THE FACTS: 12010 Constant Contact @ActioMarketing #yaypym
    8. 8. THE FACTS: 12010 Constant Contact Education is the Top Reason for Hosting Events @ActioMarketing #yaypym
    9. 9. THE FACTS: 22010 Constant Contact @ActioMarketing #yaypym
    10. 10. THE FACTS: 22010 Constant Contact B2B companies spend Most 5-8 weeks planning their events. @ActioMarketing #yaypym
    11. 11. THE FACTS: 32010 Constant Contact @ActioMarketing #yaypym
    12. 12. THE FACTS: 32010 Constant Contact Event marketing usually consumes <20% of event budgets. @ActioMarketing #yaypym
    13. 13. THE FACTS: 42010 Constant Contact @ActioMarketing #yaypym
    14. 14. THE FACTS: 42010 Constant Contact 5.5 is the average number of promotional methods for events. @ActioMarketing #yaypym
    15. 15. THE FACTS: 52010 Constant Contact @ActioMarketing #yaypym
    16. 16. THE FACTS: 52010 Constant Contact The top promotional methods for events are:email , word of mouth, website, and mailed invites. @ActioMarketing #yaypym
    17. 17. THE FACTS: 62010 Constant Contact @ActioMarketing #yaypym
    18. 18. THE FACTS: 62010 Constant Contact 40% of events use social media for promotion. @ActioMarketing #yaypym
    19. 19. THE FACTS: 72010 Constant Contact @ActioMarketing #yaypym
    20. 20. THE FACTS: 72010 Constant Contact 11% of events use blogging for promotion. @ActioMarketing #yaypym
    21. 21. THE FACTS: 82010 Constant Contact @ActioMarketing #yaypym
    22. 22. THE FACTS: 82010 Constant Contact 47% of events mail invites. @ActioMarketing #yaypym
    23. 23. THE FACTS: 92010 Constant Contact @ActioMarketing #yaypym
    24. 24. THE FACTS: 92010 Constant Contact 27% of events send More than press releases. @ActioMarketing #yaypym
    25. 25. THE FACTS: 102010 Constant Contact Top Marketing Challenges. @ActioMarketing #yaypym
    26. 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. 27. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETINGEVENTING MARKETING MISTAKES:WHAT’S WRONG HERE? @ActioMarketing #yaypym
    28. 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. 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. 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. 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. 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. 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. 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. 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. 36. GETTING THE BALL MOVING:WHERE DO WE BEGIN? @ActioMarketing #yaypym
    37. 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. 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. 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. 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. 41. EVENT MARKETING BOOTCAMP Stacey Ruth PRINCIPAL, ACTIO MARKETINGEVENTING MARKETING MISTAKES PART 2:WHAT’S WRONG HERE? @ActioMarketing #yaypym
    42. 42. Bad Results Source1. Wrong expectations2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
    43. 43. Bad Results Source Fix1. Wrong expectations2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
    44. 44. Bad Results Source Fix1. Wrong expectations 1. Look at similar events2. Wrong content3. Wrong media4. Wrong frequency @ActioMarketing #yaypym
    45. 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. 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. 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. 48. PUTTING IT INTO PRACTICE:A FEW GOOD EXAMPLES @ActioMarketing #yaypym
    49. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 62. Stacey Ruth PRINCIPAL, ACTIO MARKETINGActioMarketing.comGetEnterAction.com 404.220.7614 /ActioMarketing /StaceyRuth @ActioMarketing #yaypym
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