Event Marketing Summit 2013 - B2C Event Sales + Social Media Trends Microsession

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Microsession presentation on generating sales at B2C events and trends in social media from Event Marketing Summit 2013 in Chicago. Presented by Matt Pensinger.

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Event Marketing Summit 2013 - B2C Event Sales + Social Media Trends Microsession

  1. 1. Generating SalesAt B2C EventsEMS 2013
  2. 2. 1. Position your image over this area.2. Resize and/or crop your image as necessary so that itis slightly larger than the grey area and covers itentirely. (approximate dimension of image: 10.0” x 3.8”)3. With the grey area now hidden behind yourimage, right click your image and chooseSend to Back.This places it behinda frame to ensure consistent placementand sizing across all slides.10.0”3.8”SVP, Managing DirectorJack Morton Worldwidematt_pensinger@jackmorton.com@pensingerMatt Pensinger
  3. 3. The OpportunityThe Killer AppPlatformsPartnershipsExamplesAgenda
  4. 4. Events  Sales…A Long Road
  5. 5. Attract / EngageBrand ExperienceTrial / SampleOpt-in / Lead GenerationRe-contact[Retail Link]SaleEvents Sales Cycle
  6. 6. 1. Position your image over this area.2. Resize and/or crop your image so thatit fills the entire slide (10.0” x 7.5”)3. Right click your imageand choose Send to Back.10.0”7.5”Compress theSales Cycle
  7. 7. The Killer App
  8. 8. Platforms
  9. 9. 1. Position your image overthis area.2. Resize and/or crop yourimage as necessary so that itis slightly larger than the greyarea and covers it entirely.(approximate dimensionof image: 5.0” x 7.5”)3. With the grey areanow hidden behindyour image, right clickyour image and chooseSend to Back.This places it behinda frame to ensureconsistent placementand sizing across all slides.5.0”7.5”• Direct link to mobilecommerce• Activated with QRcode reader/app orby sending photo tocustom short codeQR Codes &Snap Tags
  10. 10. 1. Position your image overthis area.2. Resize and/or crop yourimage as necessary so that itis slightly larger than the greyarea and covers it entirely.(approximate dimensionof image: 5.0” x 7.5”)3. With the grey areanow hidden behindyour image, right clickyour image and chooseSend to Back.This places it behinda frame to ensureconsistent placementand sizing across all slides.5.0”7.5”• Allows almostanyone to acceptcredit card payments• Processing over $10billion in paymentvolume per year• Growing accountpenetration willfurther simplify forconsumersSquare
  11. 11. 1. Position your image overthis area.2. Resize and/or crop yourimage as necessary so that itis slightly larger than the greyarea and covers it entirely.(approximate dimensionof image: 5.0” x 7.5”)3. With the grey areanow hidden behindyour image, right clickyour image and chooseSend to Back.This places it behinda frame to ensureconsistent placementand sizing across all slides.5.0”7.5”• Mobile paymentsproduct for dominantplayer• Over 128 millionactive consumeraccounts• Processing over $14billion in mobilepayment volume peryear• Big expansion intooffline retailPayPal Here
  12. 12. Partnerships
  13. 13. 1. Position your image overthis area.2. Resize and/or crop yourimage as necessary so that itis slightly larger than the greyarea and covers it entirely.(approximate dimensionof image: 5.0” x 7.5”)3. With the grey areanow hidden behindyour image, right clickyour image and chooseSend to Back.This places it behinda frame to ensureconsistent placementand sizing across all slides.5.0”7.5”Retail / FulfillmentTechnology• MoZeus• eShots• FISH• SpyderLynkStaffing• EncorePartners
  14. 14. Examples
  15. 15. P&G Olympics
  16. 16. Olympic campaignactivated via@PGMobile truck inNYC.Turned mobile tourinto mobilecommerce platformvia “instant” salesopportunity inpartnerships withWalmart.com.P&G
  17. 17. Mobile shoppingcampaign was alsoextended to OOHactivation inChicago.QR codes linked toproduct info onwalmart.com andmobile check-out(free shipping on$45 order).P&G
  18. 18. Tesco Homeplus
  19. 19. Trends In UsingSocial MediaEMS 2013
  20. 20. The Social Web4 TrendsSocial TriggerAgenda
  21. 21. Real+digitalhave merged.People move seamlessly from life totechnology and back. They don’t drawdistinctions.Nor should we.
  22. 22. The Social Web
  23. 23. What is the social web?People are spending less time consumingcontent from websites (or creating!) and moretime connecting with their networks.
  24. 24. “If I tell my Facebook friendsabout your brand, it’s notbecause I like your brand......but rather because I like myfriends.”Mike Arauz, Sr. Strategist, Undercurrent
  25. 25. 4 Trends
  26. 26. 1. Social = MobileWe used to retrofit for mobile…Now many social tools are startingout on mobile (and often stayingthere).
  27. 27. 2. Transmedia ExperiencesReal life, digital life converge andemerge.
  28. 28. 3. GamificationMake it fun, simple to use, easy toparticipate and give people a senseof achievement.
  29. 29. 4. Social SharingGive people the opportunity tospread the word about yourproduct or service. And then getout of the way.
  30. 30. Do…be authentic to your brand and to youraudience.Do…add value, fun or make people’s lives easier.Do…keep it simple.DO…think about how people access informationtoday (mobile).Guiding tenets for brands in the socialweb
  31. 31. Develop a content plan- 6 - 3 - 1 + 1 + 3 + 6EventMonthsPlatformsDon’t just consider what to say......But how to say it based on theplatform.*Think tone, voice, personality,suitable content, etc.
  32. 32. P&G MBIB
  33. 33. 2.7”3.2” 1. Position your image over this area.2. Resize and/or crop your image asnecessary so that it is slightlylarger than the grey area andcovers it entirely. (approximatedimension of image: 2.7” x 3.2”)3. With the grey area now hiddenbehind your image, right click yourimage and choose Send to Back.(See illustration above.)This places it behind a frameto ensure consistent placementand sizing across all slides.2.7”3.2”1. Position your image over this area.2. Resize and/or crop your image asnecessary so that it is slightlylarger than the grey area andcovers it entirely. (approximatedimension of image: 2.7” x 3.2”)3. With the grey area now hiddenbehind your image, right click yourimage and choose Send to Back.(See illustration above.)This places it behind a frameto ensure consistent placementand sizing across all slides.5.4”3.2”1. Position your image over this area.2. Resize and/or crop your image as necessary sothat it is slightly larger than the grey area andcovers it entirely. (approximatedimension of image: 5.4” x 3.2”)3. With the grey area now hidden behindyour image, right click your image andchoose Send to Back.This places it behind a frameto ensure consistent placementand sizing across all slides.White versions ofthese image layouts(slides 13-28 & 32-35)are available in anAppendix at the backof this deck.In 2012, My Black isBeautiful celebrated theirfifth year as the title sponsorat the ESSENCE MusicFestival.The challenge was to createa fun and engagingexperience that fueled asustainable conversationinspiring each woman to jointhe movement and celebratethe Imagine a BeautifulFuture campaign whereevery Black girl believes herblack is beautiful.P&G - MyBlack isBeautiful
  34. 34. 1.7”2.0”1.7”2.0”See instructionsabove.1.7”2.0”See instructionsabove.1.7”2.0”See instructionsabove.See instructionsabove.1.7”2.0”This places it behinda frame to ensureconsistent placementand sizing across allslides.1.7”2.0”1.7”2.0”1. Position your imageover any of thesegrey areas.1.7”2.0”2. Resize and/or cropyour image asnecessary so that it isslightly larger than thegrey area and covers itentirely. (approximatedimension of image:1.7” x 2.0”)1.7”2.0”3. With the greyarea now hiddenbehind yourimage, rightclick your imageand chooseSend to Back.(See illustrationbelow.)White versions ofthese image layouts(slides 13-28 & 32-35)are available in anAppendix at the backof this deck.• Over 1.2 MM Facebookimpressions• 12,000+ new Facebook fans(organic increase)• 58,000 product samplesdistributed• 40,000 brand interactionsagainst a goal of 10,000• 20% of survey respondents arenow likely to consider a P&Gbrand for their next purchase• 3,000+ Beauty engagementsGold Award Winner!Event Marketer/Event Tech Awards‘Best Use of Social Media’P&G - MyBlack isBeautiful
  35. 35. 1. Position your image over this area.2. Resize and/or crop your image as necessary so that itis slightly larger than the grey area and covers itentirely. (approximate dimension of image: 10.0” x 3.8”)3. With the grey area now hidden behind yourimage, right click your image and chooseSend to Back.This places it behinda frame to ensure consistent placementand sizing across all slides.10.0”3.8”SVP, Managing DirectorJack Morton Worldwidematt_pensinger@jackmorton.com@pensingerMatt Pensinger

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