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Optimizing Business Events
with Influence Marketing

Copyright © 2013 Appinions. All rights reserved.

1
In this eBook
•  Event Marketing Defined
•  Offline and Online Events
•  The Role of Event Marketing in the Marketing Arse...
Event marketing, defined

“ Satisfaction is the price of entry, and the real stakes
are how effectively the experience mov...
Events are offline or online
•  Offline or online, each event type has its place in most corporate
marketing programs.
Off...
Event marketing is a huge part of the
marketing arsenal
•  $108 billion is spent per year in
just the production of events...
Influence marketing elements are key ROI
measures for event marketers
•  Three of the top five
metrics used by event
marke...
Influence marketing can enhance and improve
events along nearly every step of the process
•  Events built on influence ana...
Influence marketing-optimized events deliver
additional trust points™ for the customer
•  When influence marketing and eve...
How can event hosts and sponsors benefit from
using influence marketing for events?
•  Corporate objectives
–  Increase pu...
Pre-event influence marketing
actions include:
•  Identifying and cultivating relationships with the best possible
speaker...
During event influence marketing
activities include:
•  Further generating and nurturing leads
•  Engaging with prospects ...
Post-event influence marketing
activities include:
•  Sending surveys to influential attendees to gauge an event's
success...
Pre-event influence marketing
activities include:
•  Identifying events to sponsor which will generate the most
interest f...
During event influence marketing
activities include:
•  On-site sampling to influencers
•  Influencer meetings at event
• ...
Post-event influence marketing
activities include:
•  Promoting highlights from influencers to sponsor community
•  Workin...
In summary: Influence marketing is valuable for
event hosts and sponsors
•  Helps determine the right people to attract to...
Use Case: Events & Influence Marketing
Influence marketing to help determine
influential speakers
•  As part of Xerox's su...
Use Case: Events & Influence Marketing
Influence marketing to help enhance
corporate reputation
•  The Red Consultancy, an...
To learn more about our
Events Optimization module,
click here for more information and
our video overview.
Share this ebo...
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Optimizing Business Events with Influence Marketing {eBook}

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Event marketing is a significant part of nearly any B2B marketer's budget - or any marketer's budget, for that matter. According to a report from the Association of National Advertisers, media exposure, brand awareness and attitudes towards brand are key measures of an event's effectiveness; as savvy marketers know, those are also metrics which can be impacted through the use of influence marketing.

Our latest eBook, Optimizing Business Events with Influence Marketing, provides event organizers and event sponsors with a roadmap for how, when and where to use influence marketing to enhance offline and online events.

The eBook covers:
Event Marketing, defined
Influence marketing and event optimization
Event marketing and Trust Points
Influence marketing for event hosts
Influence marketing for event sponsors
Case studies: Xerox and Red Consultancy

Our suggestions for using influence marketing pre-event, during the event and post-event will make this an eBook you'll look at for every event. Download our free eBook today!

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Transcript of "Optimizing Business Events with Influence Marketing {eBook}"

  1. 1. Optimizing Business Events with Influence Marketing Copyright © 2013 Appinions. All rights reserved. 1
  2. 2. In this eBook •  Event Marketing Defined •  Offline and Online Events •  The Role of Event Marketing in the Marketing Arsenal •  Influence Marketing and Event Optimization •  Event Marketing and Trust Points™ •  Why Influence Marketing for Event Hosts and Sponsors •  Pre-event, During, and Post-event Actions for Event Hosts Using Influence Marketing •  Pre-event, During, and Post-event Actions for Event Sponsors Using Influence Marketing •  Use Cases: –  Influence Marketing to Help Determine Influential Speakers –  Influence Marketing to Help Enhance Corporate Reputation Copyright © 2013 Appinions. All rights reserved. 2
  3. 3. Event marketing, defined “ Satisfaction is the price of entry, and the real stakes are how effectively the experience moves the audience to act on the event's objectives.” – David Rich •  Event marketing is defined as “the practice of promoting the interests of an organization and its brands by associating the organization with a specific activity.” Sources: The impact of event marketing on brand equity. International Journal of Advertising Date: May 1, 2013 Copyright © 2013 Appinions. All rights reserved. 3
  4. 4. Events are offline or online •  Offline or online, each event type has its place in most corporate marketing programs. Offline/in-person: •  Conventions and expositions Online: •  Live streaming events •  Workshops and trainings •  Social media-driven events (Twitter or Facebook chats, Google+ hangouts) •  Media events •  Webinars •  Corporate-owned events Events can elevate thought leaders, build media and analyst relations, promote partners and generate leads. Copyright © 2013 Appinions. All rights reserved. 4
  5. 5. Event marketing is a huge part of the marketing arsenal •  $108 billion is spent per year in just the production of events in the US, which makes events a bigger industry overall than even the US automotive industry. •  Event marketing is at #2 in the overall marketing spend, just behind advertising. Sources: The impact of event marketing on brand equity. International Journal of Advertising Date: May 1, 2013 PriceWaterhouseCoopers Copyright © 2013 Appinions. All rights reserved. 5
  6. 6. Influence marketing elements are key ROI measures for event marketers •  Three of the top five metrics used by event marketers could be impacted via successful influence marketing. •  Influencer engagement with an event can contribute to media exposure, brand awareness and attitudes towards the brand. Source: http://www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives Copyright © 2013 Appinions. All rights reserved. 66
  7. 7. Influence marketing can enhance and improve events along nearly every step of the process •  Events built on influence analytics provide a more informed and efficient way to create events that consistently resonate. •  Achieve corporate, marketing and media objectives at each stage of event marketing planning for both the event host and event sponsor by leveraging communications objectives: –  Matching messages and experiences to audiences –  Integrating messages into multiple media –  Determining which media format is best for different stages in the cycle: pre-event, during event and post event •  Influencer amplification extends the range of the event from a specific point in time to having life and energy before, during and after the event. Copyright © 2013 Appinions. All rights reserved. 7
  8. 8. Influence marketing-optimized events deliver additional trust points™ for the customer •  When influence marketing and events intersect, customers develop deeper connections with the event – and the company or sponsor behind it. •  Influence marketing helps companies and influencers create pre-event, event and post-event trust points. Our Marketing through Trust eBook describes the impact of trust points™ on a buyer as they move through the purchasing journey. Copyright © 2013 Appinions. All rights reserved. 8
  9. 9. How can event hosts and sponsors benefit from using influence marketing for events? •  Corporate objectives –  Increase public awareness –  Promote corporate image –  Involve greater corporate/influencer community •  Marketing objectives –  –  –  –  Generate brand awareness Reach target markets Enhance attitude towards brand Increase sales •  Media objectives –  Increase media exposure –  Generate publicity and counter negative publicity –  Enhance ad campaigns •  Personal objectives –  Support management interests Copyright © 2013 Appinions. All rights reserved. 9
  10. 10. Pre-event influence marketing actions include: •  Identifying and cultivating relationships with the best possible speakers for your topics •  Inviting attendees (executives, industry pundits, media) who will engage with and amplify your content •  Identifying and informing the most valuable themes to define your event agenda •  Identifying potential competition in the market place •  Analyzing event issues and problems •  Generating alternative solutions •  Predicting event outcomes •  Generating event and brand awareness via influencers Copyright © 2013 Appinions. All rights reserved. 10
  11. 11. During event influence marketing activities include: •  Further generating and nurturing leads •  Engaging with prospects and existing customers •  Working with influencers to amplify content beyond the event audience •  Generating media exposure via influencer content •  Engaging attendees via social media messaging: tweets, hashtags, LinkedIn groups, mobile apps Copyright © 2013 Appinions. All rights reserved. 11
  12. 12. Post-event influence marketing activities include: •  Sending surveys to influential attendees to gauge an event's success •  Publishing articles, provide wrap-ups about event to stakeholders—attendees, sponsors and speakers •  Asking attendees and influencers to continue to share relevant content from the event •  Generating media exposure via influencer content •  Promoting highlights from influencers •  Thanking influencers Copyright © 2013 Appinions. All rights reserved. 12
  13. 13. Pre-event influence marketing activities include: •  Identifying events to sponsor which will generate the most interest from influencers •  Developing content for the sponsorship and event based on influencer interests and input Source: Building and Attracting Event Sponsors http://www.activenetwork.com.au/event-management-resources/articles/how-to-get-sponsors-for-an-event.htm Copyright © 2013 Appinions. All rights reserved. 13
  14. 14. During event influence marketing activities include: •  On-site sampling to influencers •  Influencer meetings at event •  Booth or table content driven by influencer interests Copyright © 2013 Appinions. All rights reserved. 14
  15. 15. Post-event influence marketing activities include: •  Promoting highlights from influencers to sponsor community •  Working with influencers to enhance buzz on social media •  Prioritize leads based on influence of attendees Copyright © 2013 Appinions. All rights reserved. 15
  16. 16. In summary: Influence marketing is valuable for event hosts and sponsors •  Helps determine the right people to attract to your event who have demonstrated influence in the space –  Research via search engines, social networking platforms, monitoring tools, Appinions Events Optimization module –  Build brand recognition with these influencers –  Maximize lead generation •  Hones in on the most resonant topics to make the event relevant •  Extends brand reach beyond the event –  Participants, speakers, event staff, hosts and sponsors amplify content Copyright © 2013 Appinions. All rights reserved. 16
  17. 17. Use Case: Events & Influence Marketing Influence marketing to help determine influential speakers •  As part of Xerox's successful and award winning healthcare campaign, the company partnered with a very credible industry influencer at a highprofile healthcare event. •  Through an integrated marketing effort which included thought leadership with this respected influencer, Xerox was able to advance its position in the healthcare industry. •  The combination of engaging social conversations and onsite marketing resulted in a top-trending hashtag during the event and a significant increase in traffic to its content site Healthbizdecoded.com. •  Xerox credits thinking through the lens of influence and insightful analytic as the catalyst for elevating awareness for its healthcare business. •  To learn more about this example, and the greater healthcare campaign, visit HealthBiz Decoded Copyright © 2013 Appinions. All rights reserved. 17
  18. 18. Use Case: Events & Influence Marketing Influence marketing to help enhance corporate reputation •  The Red Consultancy, an international PR agency, wanted to reinvigorate conversations with existing clients and create a platform to initiate captivating conversations with prospects. •  Rather than employ traditional sales strategies, Red used influence marketing to hand pick influential panelists and attendees to host for an owned event. 8 •  The combination of a captive, curated audience and influence-based, unique content on the wearable technology industry allowed Red to reestablish areas of thought leadership with current clients and secure new business leads. Present Wearable Devices Influence Study October 2013 Copyright © 2013 Appinions. All rights reserved. 18
  19. 19. To learn more about our Events Optimization module, click here for more information and our video overview. Share this ebook Copyright © 2013 Appinions. All rights reserved. 19
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