Innovative Event Marketing for Growth july 2011


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Event marketing is both about strategy and communications. The explosion in marketing technology has meant understanding the audience (inbound marketing) and reaching a greater target audience has never been so easy, quick and cost effective.

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  • I am the co-director of an events agency established since 2002.Currently working for 4 associations – from data management to women’s health, we have a good number of commercial Client too.Prior to being and events agency, I forged a career in Marketing for over 20 years in French, German, Taiwanese, American and British Companies.I have been in marketing for 25 years and what I have learned is:
  • Anybody see the apprentice this week?
  • Build your audience – really quicklyEnable them to find you really easilySell them what they wantNot so long ago to get that reach would have cost THOUANDS – TV and Radio advertising. Now we have some really clever networkig tools that both promote viral marketing and enable us to get closer to our audience.When I started out in Marketing it was about radio, door-to-door selling, poster and on page advertisingThen direct mailThen exhibiting Then Email and E-newsletters Today its websites, QR codes, RFID and Social Media
  • This is a workshop of 2 halvesIn the first half of hour we are going to cover research and strategy – your idea, objectives, audience, business model.
  • After lunch we’ll cover just three elementsYou will form teamsYou will be given a series of tasks. With the idea that you should get out of this as much as you can, I would like you to work on your own event, and an event you devise together, in parallel.For the former, fill in your notebook so you can take it away. The latter, use sheets from the pad – one sheet for each task, and add your ideas by post-it-note.We will share some of your ideas as we go through the tasks – the others I will take away and feed-back to you all after the event. If you want this feed-back – please add your name and Email address to this notebook that I will send around. Or slot-in your business card at the front.I am a facilitator for this event (workshop). I will steer it and help us all keep time. This will mean I will be moving us on throughout to make sure we cover all we need to cover
  • Create your team, Firstly ….
  • Agree the idea for your event and write it down
  • You could go for any of these
  • Measurable objects about every aspect of the event:DelegatesFinancialsExhibitorsProgrammeQuality of the event The future SMARTSpecificMeasurableAchievableRealisticTime (frame)
  • Ask two teams to offer their objectives
  • Duncan Bannatyne works with spreadsheets – so do I. An event business model describes the value an event offers to its customers (delegates, exhibitors, sponsors), and describes capabilities and partners required to deliver this event including marketing and relationship capital (with audience and suppliers) with the goal of generating profitable sustainable revenue streams.Events Business Models, like Business Models need to be reviewed regularly and adjusted.As one of our clients competitors cut costs, our client is increasing fees to attend – making more money available for networking events within the conference and thereby increasing value time with exhibitors who will contribute more and come to this event rather than other vertical events.Wednesday 4 November 2009 - Marks & Spencer has declared war on Waitrose, putting top brands on its shelves and cutting prices, in the battle to provide middle England consumers with their entire weekly shop as well as the luxuries and party foods it is famous for. including Kellogg's, Nescafé , Coca-Cola and PG Tips.M&S chairman Sir Stuart Rose said he personally found it frustrating he could not buy Tabasco sauce, Kit Kat bars and Colman's mustard in his own stores. He admitted that M&S versions of the most popular household names could "simply never compete".
  • List top 5 income streams and expenditure for your event
  • Any additions to my 8 – show of hands
  • Any additions to my 8 here – show of hands
  • Newsletter – FevershamYour audience is changing. We are evolving faster than ever, bombarded by information and out numbered what we want is increasingly complex (because we want and expect more).However, if you talk to us a group - you’ve lost us.Make relevant offers however – right offer, correct person – and we’ll buy into your product.Nailing Down the MessagingGood start-up people have a bias for action, but here’s one of the times it’s worthspending some team cycles thinking, debating, refining – because you’ll soon put it all to use developing your content and approach:
  • How do they behave- if you audience do not like IT, the you cant communicate to them that way.Loyalty Scheme – Tesco
  • I am a business traveller – no surprise I see posters in airports for airlines and AMEXMy elderly parents in law read their junk mail – because they have the time, mostly when it is personalised and they love offers and vouchers specific to themM&S did not open shops in Service Stations by chance – its because that’s where we go – and did anyone notice the costs is greater than in the store. #2 for a packet of biscuits!So coming back to the IT illiterate – send them what they will read.
  • 5. Emotional Campaign Emotions include humour – Oreo cookies “mum says dogs cant eat cookies”Sensualisation – This is not just food, this is M&S foodCuriosity advertising – Cravendale cats with thumbs. The futre is bright, the future is OrangeAnd catchy – I’d like to teach the world to sing in perfect harmonyAnd annoying – Go Compare - Hayley Parsons is the founder and Chief Executive of is an entirely independent business. launched in November 2006. It was the first comparison site to focus on displaying product features rather than just listing prices. IT WAS NOT THE FIRST But all memorable and emotion campaignspromote viral marketing (networking)
  • During the 4 minute break, I’d like you to think about who they are and who spends the most
  • After lunch we’ll cover just three elements
  • Take the next 5 minutes to draft the persona for your ideal member of audience. Draw a picture and tell us moreI’ll ask one team to present
  • 6 P’s of the Conference Marketing Mix Product – the event of course Place – where we put it (even webinars count)Price – not just the price of the ticket (if any), but speakers? Exhibitors? Sponsors? Partners? Guests? Commercial delegates? People – that deliver it and man it. The culture (and so the brand and therefore the fee you can charge), the team you choose and services they provideProcess – how will this service, this event be consumed? Will they arrive one day or two? Partake remotely or attend?Promotion – Special Offers Advertising Direct Mail Endorsements Free Trials – one free and your mate pays Internet Multi-channel or direct Peer to Peer
  • Product – ALSO - Post Graduate Courses, Meet the Professor Seminars & Post Graduate SeminarsPrice – Early Bird 8th July, Standard 23rd Sept, Onsite, Member Pack, Gold Pack, Under 35 Allied Health Professional & Allied Health Professional
  • Three website rules
  • Draft it in squares/or areasYou have 10 minutes I want two teams to present their ideas – you’ll need a person to hold up your page, and two others on either side to present
  • List OR live feed?
  • Most used search engine? Google? No –You TubeGreat reference sites- & have a chap that works for me – Sam. He got Facebook, he was also really bored so he decided to create a teen disco.He learned that Facebook is a networking tool, of course that’s what it was designed to do.He built 5000 contacts in any one city – critical mass, and that would fill a disco of 400 pax every time. Then he has to keep it below 18 (they spend their parents money) and change the DJ, theme and content. He was making £32000 pa.Understand your audience and give them what they needUse technology to your best advantageCreate a business model that works – going for over 18s didn’t cut itDon’t be afraid to experiment On page optimisation - this means that each of your pages is optimised for a certain key phrase. There are several places where you should put key phrases to achieve this:- The Title tag at the top of the page - for example your Title tag is as follows: Effective Events Management Services | Conferences, Exhibitions, Events: AMA.-The Meta description - this is the two lines of text that appears below your Title in search results.-Image ALT tags - this is the text that sits behind images so that they can be read by search engines, screen readers, etc. It's the text that sometimes appears if you scroll across an image.-Page headers and subheadings-Body copy - ideally 3-4 instances of the keyword on a 250-300 word webpage. Geo-targeting - This means that we would target those three places in connection with the words "event management", so you would rank for "events management Birmingham", for example.It also means that we would try and get you into local web directories for events management. Niche content and guest blogging - we have been doing some of this already. It means that we would produce articles/case studies etc, and submit them to events management websites/blogs. This will enable you to get quality links from sites within your niche, ideally with keyword rich anchor text, e.g. events management rather than
  • What is the most used search engine – thought anyone? You Tube.
  • RFID – chip based, alert all mates where you are. Traditionally used at festivals creeping into events because of proliferation of social media and ‘younger generations’ need to tell people what they are doing (Facebook & Twitter). Benefit – you get to a larger audience and create interest in real – share slides, vote and recommend a friendSlideshare.netWeb Tracking – Thomas Cook use it – they watch what holidays you search for then Email you – Dear Mrs Crossland, we see you were looking to travel to Cuba in August etc
  • Inbound marketing is market research. In contrast to the above, pieces of information about customer needs and interests, not customers themselves, flow into the company. Knowledge of customer needs drives future company offerings, and product or service capability. This sense is related to the term product management (product ownership in Scrum). Peter Drucker believed[6] this to be the quintessence of marketing.
  • Partners are:Exibitors, Media Partners, Suppliers, Sponsors
  • Check your b
  • Innovative Event Marketing for Growth july 2011

    1. 1. Developing Innovative Event Marketing Campaigns for Growth <br />Nicola Crossland<br />AMA Events <br />
    2. 2. Event marketing for growth is <br />about the strategy and communications<br />In equal part <br />
    3. 3. Outbound and Inbound marketing <br />is where it is at now<br />
    4. 4. Part 1 – Where to Begin <br />
    5. 5. Part 2 - Communications<br />
    6. 6. Workshop Teams<br />Introduce yourself - name, title, role<br />Appoint a chair person/spokesperson<br />Name the team <br />Name yourself <br />5 minutes<br />
    7. 7. Part 1 – Where to Begin <br />
    8. 8. Task 1 <br />Agree the <br />Idea/Type of Event<br />5 minutes<br />
    9. 9. Examples - Type of Event<br />Conference<br />Symposium <br />Roadshow<br />Advisory board<br />Motivational <br />Team building <br />Seminar<br />Festival<br />Party in the park<br />Awards dinner <br />Forum<br />Summit<br />
    10. 10. Measurable Objectives<br />600 delegates<br />B/E 500 delegates & $825K<br />80 exhibitors<br />12 stream programme<br />85% excellent event score <br />Grow 10% year on year<br />
    11. 11. Task 2<br />List top 5 Objectives <br />For Your Event <br />5 minutes<br />
    12. 12. Business Model<br />Facts: <br />Your event does not work in isolation <br />Commercial events offer good benchmarks<br />Don’t forget your objectives <br />Overlook income and spend at your peril<br />
    13. 13. Event Business Model<br />
    14. 14. Task 3<br />List Top 5<br />Incomes Streams<br />& Areas for Expenditure<br />5 minutes<br />
    15. 15. Business Model – Expenditure<br />
    16. 16. Business Model - Income<br />
    17. 17. The Audience & Segmentation<br />Who are they? <br />Age, gender, industry, title, role?<br />Do they have a segment name ieConsultant Cardiologists<br />What do they want? <br />ASK THEM<br />Previous events<br />Questionnaire – website/conference site, E-mail, Linked In, Facebook, Twitter<br />Telephone<br />Newsletter (E-news and paper based)<br />
    18. 18. The Audience & Segmentation<br />How do they behave?<br />Techno junkies (or not)<br />Linked In? Facebook? Mobile?<br />Read?<br />Spend their time how?<br />Loyalty schemes – watch what they buy<br />Who pays most? and least?<br />
    19. 19. Go Where They Go<br />With what they read<br />With what they do<br />With what motivates them<br />
    20. 20. Speak to Each and Everyone<br />Talk to them all – more than once<br />In their language <br />In a place they will find it<br />Advertising benefits<br />Appealing on both a practical and emotional level<br />
    21. 21. Task 4<br />Who Are They?<br />Who Spends Most And Least?<br />During the Break <br />
    22. 22. Part 2 - This Afternoon<br />
    23. 23. Task 4<br />Sketch a Member of Your Target Audience<br />Who Are They?<br />5 minutes<br />
    24. 24.
    25. 25.
    26. 26. Event Website<br />User Friendly <br />Information RICH and RELEVANT<br />SEO<br />
    27. 27. Task 5<br />Design an Event Website Homepage<br />10 minutes <br />
    28. 28. Event Home Page Content <br />Branding<br />Theme<br />Understand what it is about immediately<br />Key search terms (250 words)<br />Messages relevant to your segments – top 3?<br />Pedigree – who is supporting, brands, awards<br />Register now<br />Shared travel - green <br />Recommend a friend<br />Letter to the boss<br />Social media – Blog/Twitter/Facebook/Linked In/Mix<br />Ask the audience<br />Sign-up – news alerts <br />
    29. 29. Event Websites We Love <br /><ul><li></li></ul><br /><br /><br /><br />
    30. 30. Web Technology in Event Marketing<br />
    31. 31. Task 6<br />Technology for Event Promotion <br />You Are Using <br />Brainstorm4 minutes <br />
    32. 32. Event Marketing Technology<br />Outbound<br />Digital Press – personalize what you send<br />PURL a personalised URL – watch responses of Email and Direct Mail <br />Email Marketing – audience segmentation<br />Event Apps – contact building <br />E-networker – contact sharing <br />RFID – larger audience in real time<br />Issuu & SlideShare – people can visit after the event and share<br />
    33. 33. Event Marketing Technology<br />Inbound<br />Web optimisation<br />Event optimisation<br />
    34. 34. Leveraging Partnerships<br />Intelligent packages<br />that give you increased frequency and reach<br />in return for little or no cost or contribution<br />
    35. 35. Media Partner Example<br />Objectives:<br />To raise awareness with delegates at the event<br />Increase registered numbers <br />Offer<br />Delegates given opportunity to ‘sign up’ as they register<br />Logo on window decals, small stand space, advertised on website, direct mail, in Email campaigns<br />Return<br />Banner advert on home page 3 months prior to event<br />Included in 3 x E-newsletters to @20,000 registered<br />Editorial in two editions with appropriate features<br />Their logo - credibility<br />
    36. 36. Task 7 <br />Create a Sponsor Partner Package <br />5 minutes <br />
    37. 37. Exhibitor Partner Toolkit<br />Promotional Text – paragraph<br />PR advice<br />Marketing overview and advice<br />Invite top 10 customers<br />Invite top 20 prospects<br />Add to website, Email footer, Blog, Tweet, Linked In<br />Join conference group on Linked In<br />Promotions eg:<br />Taking their data and Email through third party<br />Reduced rates for customers <br />Special packages for their customers<br />Banners, buttons, logo, Email templates<br />
    38. 38. Banner, logo and buttons Library <br />
    39. 39. Conclusion<br />Apply a measure to quantifiable objectives<br />Check your business model regularly<br />Carry out audience research – technology can help<br />Create engaging, SEO and connected websites<br />Use both old and new ways – direct mail and invitations still have there place<br />Leverage partnerships – networking is now!<br />
    40. 40. Questions<br />
    41. 41. Thank You <br />To see all team work, email me your address:<br /><br /><br />