David Añon: Event Marketing in the Digital Age #SFIMA
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Planning and executing a multichannel event marketing strategy in the digital age requires the integration of both offline and online activations. Gathering all internal corporate requirements across groups and unifying a message to that all customer touchpoints are aligned. In the digital era, backend systems and APIs work as robust content and CRM platforms elevating the customer experience and the personalization of the message. Website, mobile app, social channels, registration tools, media, public relations and other facets working together increasing engagement and ultimately conversion and retention.
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David Añon: Event Marketing in the Digital Age #SFIMA
- 7. INTEGRATEDMARKETING HIGHLIGHTS: • RELAUNCHED NOV 2015 • MOBILE RESPONSIVE • FULLY BILINGUAL • WORDPRESS PLATFORM • CONTENT MANAGED INHOUSE • THIRD PARTY INTEGRATION • SCHED, APP, EVENTBRITE, SOCIAL • CRM INTEGRATION • SUBSCRIBE – MAILCHIMP • SALES – LEAD CAPTURING • BEHAVIOR – GOOGLE ANALYTICS • DRIVING CAMPAIGN EXECUTION • CONTENT COMMUNICATION WEBSITE
- 8. INTEGRATEDMARKETING MOBILEAPP HIGHLIGHTS: • RELAUNCHED FOR 2016 EVENT • BACKEND DATA INTEGRATION WITH SCHED, EVENTBRITE, AND SOCIAL • ATTENDEE PROFILE FEATURE • CUSTOMIZE AGENDA, MEETUP FEATURE, RECOMMENDED ATTENDEES AND CONTENT • SPONSOR FEATURES • SPLASH PAGE • MEETING FEATURE • NOTIFICATIONS – COMMUNICATIONS LOG
- 9. INTEGRATEDMARKETING DIGITAL HIGHLIGHTS: DIGITAL MEDIA BUY • FACEBOOK, TWITTER, LINKEDIN • SEGMENTED TARGETS / PERSONAS • FOCUS: REGISTRATION AND CONTENT/BRANDS • ALL ASSETS POINTED TO REGISTRATION
- 10. INTEGRATEDMARKETING DATABASE HIGHLIGHTS: • INCREASED DATABASE THROUGH • LOCAL ACTIVATIONS (DOMESTIC) • BARTERS AGREEMENTS • ELEVATE (LATAM) • PCWORLD/CIO LA (LATAM) • CRM INTEGRATION • SUBSCRIBE – MAILCHIMP • SALES – LEAD CAPTURING • EVENTBRITE REGISTRATION • MANDATORY FIELDS • FOCUSED COMMUNICATIONS • eGOV, WIT, eMERGE
- 11. INTEGRATEDMARKETING SOCIAL HIGHLIGHTS: • SOCIAL MEDIA CAMPAIGNS • COMMUNITY MANAGEMENT • ONSITE ACTIVATION • #ASKTONY HAWK, #EA16 TWITTER: 200 MILLION IMPRESSIONS FROM 7,239 TWITTER MENTIONS OF #EA16 BY 2,308 USERS. ONCE AGAIN, WE WERE TRENDING IN MIAMI. FACEBOOK: AN INCREASE IN TOTAL PAGE LIKES AND AN INCREASE IN PAGE REACH DURING CONFERENCE DAY. DURING THE CONFERENCE DAYS REACHED MORE THAN 15,000 PEOPLE ORGANICALLY. THAT'S AN AUDIENCE LARGER THAN THE CURRENT FAN BASE OF THE PAGE- THIS IS A GOOD THING! INSTAGRAM: PUSHED OUT OVER 50 PIECES OF CONTENT ON THIS PLATFORM ALONE. INCREASED INSTAGRAM FOLLOWERS BY 489 USERS AND GENERATED 2,599 INSTAGRAM POST LIKES.
- 12. INTEGRATEDMARKETING OOH-DISPLAY HIGHLIGHTS: • BARTER / SPONSOR SUPPORT • CLEARCHANNEL • MIAMI INTERNATIONAL AIRPORT • MIAMI CHILDRENS MUSEUM • MIAMI HEAT • LOCAL FOCUS • DRIVE AWARENESS AND REGISTRATION • MOBILE GEO-TARGETING CAMPAIGN • BUSINESS NEIGHBORHOODS • CORAL GABLES, BLUE LAGOON, WYNWOOD, BRICKELL
- 13. INTEGRATEDMARKETING ON-AIR HIGHLIGHTS: • SCRIPT / PRODUCE ON-AIR SPOTS • 15 AND 30 SEC SPOTS FOR CNBC, NBC6, TELEMUNDO, TELEMUNDO 51 • ENGLISH AND SPANISH • 6 WEEK ON-AIR CAMPAIGN (NATIONAL AND LOCAL)
- 14. INTEGRATEDMARKETING PRINT HIGHLIGHTS: • SPONSOR PRINT CAMPAIGNS • LOCAL – MIAMI HERALD • LATAM – CAPITAL ANALYTICS • AMERICA ECONOMIA (LATAM – PANREGIONAL) EMERGE AMERICAS 2016 - AD PLACEMENT MEDIA QTY AD TYPE / SIZE ORG PLACEMENT DIMENSIONS RUN DATE OUTPUT Miami Herald 1 Full Page / Business Monday BW Monday - Miami Herald 10.20" x 9.5" 21-Mar BW Miami Herald 1 Full Page / Business Monday BW Monday - Miami Herald 10.20" x 9.5" 28-Mar BW Miami Herald 1 Full Page / Business Monday BW Monday - Miami Herald 10.20" x 9.5" 4-Apr BW Miami Herald 1 Full Page / Business Monday BW Monday - Miami Herald 10.20" x 9.5" 11-Apr BW El Nuevo Herald 1 Half-Page / Seccion A BW El Nuevo Herald 10.20" x 10.25" 4-Apr BW El Nuevo Herald 1 Half-Page / Seccion A BW El Nuevo Herald 10.20" x 10.25" 11-Apr BW El Nuevo Herald 1 Half-Page / Seccion A BW El Nuevo Herald 10.20" x 10.25" 14-Apr BW El Nuevo Herald 1 Half-Page / Seccion A BW El Nuevo Herald 10.20" x 10.25" 20-Apr BW Miami Herald 1 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 5-Apr BW Miami Herald 2 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 12-Apr BW Miami Herald 3 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 13-Apr BW El Nuevo Herald 1 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 5-Apr BW El Nuevo Herald 2 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 12-Apr BW El Nuevo Herald 3 Full Page / Broadsheet BW General - Mon ~ Sat 10.20" x 21" 13-Apr BW Miami Herald 1 1/3 Page / Main Section BW General - Mon ~ Sat 10.20" x 6.75" 6-Apr BW Miami Herald 1 1/3 Page / Main Section BW General - Mon ~ Sat 10.20" x 6.75" 13-Apr BW Miami Herald 1 1/3 Page / Main Section BW General - Mon ~ Sat 10.20" x 6.75" 20-Apr BW El Nuevo Herald 1 1/3 Page / Seccion A BW General - Mon ~ Sat 10.20" x 6.75" 6-Apr BW El Nuevo Herald 1 1/3 Page / Seccion A BW General - Mon ~ Sat 10.20" x 6.75" 13-Apr BW El Nuevo Herald 1 1/3 Page / Seccion A BW General - Mon ~ Sat 10.20" x 6.75" 14-Apr BW
- 15. INTEGRATEDMARKETING PUBLICRELATIONS HIGHLIGHTS: • KEY PRE / POST ANNOUNCEMENTS • INT’L PRESS INITIATIVE • ONSITE PRESS BREAKFAST (35+ JOURNALIST) • +120 JOURNALIST REGISTERED FOR EMERGE • ONSITE EXPO FLOOR VIDEO INTERVIEW STAGE ACTIVATION • ONSITE OFFICE HOURS WITH TECH CRUNCH • TOP PUBLICATIONS • FORBES, TECH CRUNCH, MIAMI HERALD, EXAME, PC WORLD, CIO, BN AMERICAS, AMERICA ECONOMIA 2nd Forbes Mention: Forget Silicon Valley: Six Cities That Offer Better Value for Growing Startups Digital Trends (English): Meet the Ambitious Italian Who Wants to Build a Hyperloop You Can Ride for Free Terra: eMerge Anuncia su Cuarta Edicion Para Junio 2017 EFE / FOX News Latino: Latam Techies Present Online Innovations at eMerge
- 16. INTEGRATEDMARKETING ENGAGEMENTPROGRAMS HIGHLIGHTS: • 110 COMMUNITY PARTNERS IDENTIFIED AND ACTIVATED • MARCH MADNESS PROGRAM • UNIVERSITY STUDENT ENGAGEMENT PROGRAM • MEDIA SUPPORTER PROGRAM • STARTUP PROGRAM • INTERNATIONAL DELEGATE PROGRAM • PRODUCT ANNOUNCEMENT / LAUNCH PROGRAM • SPONSOR ACTIVATION PROGRAM • MARCH MADNESS / MIAMI HEAT SUITE • WINNERS: KINGDOM OF THE NETHERLANDS • BROUGHT A DELEGATION OF 50 FROM HOLLAND AND CURACAO
- 17. INTEGRATEDMARKETING COMMUNICATIONS HIGHLIGHTS: • EMAIL COMMUNICATIONS TO THE EXISTING EMERGE DATABASE • 140 COMMUNICATIONS DISTRIBUTED SINCE JAN.11 • MAILCHIMP SYSTEM • NEWSLETTERS • PRICING ANNOUNCEMENTS • SPEAKERS/CONTENT UPDATES • SPONSOR PROMOTIONS • AND MORE…
- 18. INTEGRATEDMARKETING ALLIANCES HIGHLIGHTS: • BARTER AGREEMENTS REACHED WITH: • PC WORLD LATAM • CIO LATAM • BN AMERICAS • AMERICA ECONOMIA • CAPITAL ANALYTICS • PR NEWSWIRE • ELEVATE (DATABASE) • CLEARCHANNEL • DIAGEO (BUCHANAN’S) • INCREASE MEDIA COVERAGE IN LATAM • MITIGATE COSTS
- 19. INTEGRATEDMARKETING EXPERIENTIAL HIGHLIGHTS: • LOCAL ACTIVATIONS • MULTIPLE TRI-COUNTY ACTIVATIONS (EX. SUPX, CAPITAL ANALYTICS, LATIN TRADE, ETC..) • ONSITE ACTIVATIONS • VIDEO-SONG • EXPO FLOOR INTERVIEWS • INTERNATIONAL ACTIVATIONS • LATAM ROADSHOW • UK PRESENCE • SPAIN PRESENCE • BRAZIL STARTUP EVENT • PROGRAM GUIDE DEVELOPMENT
- 20. A 360 APPROACH
Editor's Notes
- We are being consumed by DATA FOMO Been working in events for many years – Consumer or more trade focused Managing over a quarter of a million dollars in marketing funds you still need to focus on ROI Sat down with the agency and said “you’re still going to get the money but I want to transform the way we engage with consumers. Let’s shift perception and make BB a lifestyle/consumer brand Focused on SPORTS, MUSIC, FASHION, MEDIA/ENTERTAINMENT BBM was really taking off 1. Focused on youth – MTV / DEMO, POPLAND, SCRIPT WRITING PRODUCT INTEGRATION, DRESS SELECTION, EXTRAS UNIVERSITY EVENTS in COLOMBIA 2. Q’VIVA THE CHOSEN - CASTING, DIGITAL/SOCIAL, PRODUCT INTEGRATION, LIVE SHOW in VEGAS
- Not B2C or B2B, H2H Experience Knowing who your target audience(s) is/are is critical and more importantly is then knowing their “typical social/digital’ behavior Contributing Factors: Age SEX Race Family / Friends / Colleagues Associations / Interests Geographical location In our case – varying industries converge at eMERGE. Audiences/Targets – VC, Startups, Journalists, Tech Enthusiasts, Gov Officials, Students, MNC, Intl, Countries
- We are a technology and innovation event – With that comes responsibility – cool techie things, experiences, thought provoking speakers/panelists
- DISCOVER, CONNET, BE INSPIRED Journey Through Innovation had to be communicated throughout the entire spectrum Content, Experiential, PR, Marketing (Digital/Social), Attendee Experience Technology Conference / Genuine “Tech Experience” You cant position, you can drive factors that consumers then associate your brand and hence position it.
- Uniformity is critical in a small business with big aspirations and limited budget/resources
- Bilingual website (wordpress) Content management complexity SCHED EVENTBASE EVENTBRITE with SOCIAL connection/amplification SPONSOR pages WIT, EGOV, EA, STARTUP
- WEBSITE, SCHED, EVENTBASE, RFID, SMS, TXT, IMAGES, SURVEYS, INTERACTIVE, PARTNER SUPPORT, MEETUP FEATURE
- Paid, earned, owned channels PAID – FB, TWITER, LINKEDIN
- Nuturing the database – Required fields – not open in order to allow backend quiries and sorting POP- fron page CRM basic info EA, WIT, eGOV, Startup, Hackathon, Networking Events
- #ASK TONY HAWK
- TRADITIONAL GOES DIGITAL OOH Digital Displays ClearChannel activation along with AT&T, push notifications to subscribers regarding the event when nearing the OOH itself. Geo-Target areas (Wynwood, Brickeel, Doral, Coral Gables)
- 2.6 Billion Media Impressions