The Value of Event    CommunicationsSuzanne Carawan, VP Global Marketing
etouches Master Series Webinar  What Makes EventCommunication Valuable?
etouches Master Series Webinar             Making It Valuable• Good marketing: • Price • Product • Place • Promotion
etouches Master Series Webinar              Making It Valuable• Campaign that is in Writing:  • Purpose  • Goals  • Segmen...
etouches Master Series Webinar             Making It Valuable• Identified Channels:  • Organizational Website  • Event Web...
etouches Master Series Webinar       Whoa? What’s a Mini-Event• Time Out for a Trend: mini-events or event-  within-an-eve...
etouches Master Series Webinar            Making it Valuable• Good project plan:  • When communications go out, to whom an...
etouches Master Series Webinar            Making it Valuable• Good project plan:  • When communications go out, to whom an...
etouches Master Series Webinar Time Out for a Trend: Impact of Mocial• Event Marketing now focuses on:  • Extended time pe...
etouches Master Series Webinar         Who’s the New Attendee• Wireless• Consistently connected• Zero focus, zero memory, ...
etouches Master Series WebinarSo…..How Do You Design Value  into Your Communications?
etouches Master Series Webinar                Designing for Value• Respectful• Focuses on WIIFM where the “me” isn’t you!•...
etouches Master Series Webinar     Standard Event Communications• Save the Date• Press Release to Announce Event & Partner...
etouches Master Series WebinarSave the Date: Valufied!
etouches Master Series WebinarPress Releases: Valufied!
etouches Master Series WebinarPress Release: Valufied!
etouches Master Series Webinar Emails for Early Registration: Valufied!• Tasting Menu  • Tweet-chats  • Meet-ups  • Blog P...
etouches Master Series WebinarEmails/Website for Attendee Generation:               Valufied!
etouches Master Series WebinarTradeshow/Exhibition News: Valufied!
Tradeshow/Exhibition News: Valufied!
etouches Master Series Webinar                    Summary• Need to be comprehensive• Need multiple touchpoints• Need to ut...
etouches Master Series WebinarSales: Steve Mackenzie      •   sales@etouches.com      •   1-877-386-8248Marketing and PR: ...
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Master Series: The Value of Event Communications

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It's true that direct mail is making a comeback, but sophisticated direct mail campaigns still utilize a tie-in with digital marketing. Why? Data! Communications in today's world provide a huge array of ways to measure and track effectiveness. Join this session to learn a few of the ways that event marketers are using simple tools to garner sophisticated results. The session will cover new and improved ways to do press releases, use and measure Twitter, banner ads, websites and landing pages that use Google Analytics.

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  • What do I mean by valuable?
  • What do I mean by valuable?
  • A positive experience creates an “afterglow” effect increasing the probability of remembering the event Positive experience increases likelihood of attendee taking further (positive) action Recommending, Repeat Registration, Taking on a Sponsorship, Visiting a Community, etc
  • Master Series: The Value of Event Communications

    1. 1. The Value of Event CommunicationsSuzanne Carawan, VP Global Marketing
    2. 2. etouches Master Series Webinar What Makes EventCommunication Valuable?
    3. 3. etouches Master Series Webinar Making It Valuable• Good marketing: • Price • Product • Place • Promotion
    4. 4. etouches Master Series Webinar Making It Valuable• Campaign that is in Writing: • Purpose • Goals • Segmentation • Offers
    5. 5. etouches Master Series Webinar Making It Valuable• Identified Channels: • Organizational Website • Event Website • Social Networks • Social Media • Direct Mail • Email • Print Ads • Mini-Events
    6. 6. etouches Master Series Webinar Whoa? What’s a Mini-Event• Time Out for a Trend: mini-events or event- within-an-event • Speed networking • Hosted buyer • one2one meetings • Mentoring programs • Event buddy/first time attendee programs • Roundtables, small groups by topic
    7. 7. etouches Master Series Webinar Making it Valuable• Good project plan: • When communications go out, to whom and for what purpose • Spread out the timeframe to make it year- long and consistent
    8. 8. etouches Master Series Webinar Making it Valuable• Good project plan: • When communications go out, to whom and for what purpose • Spread out the timeframe to make it year- long and consistent
    9. 9. etouches Master Series Webinar Time Out for a Trend: Impact of Mocial• Event Marketing now focuses on: • Extended time period of communication • Increasing the number of “assets” to market • Increasing the number of touchpoints • Leveraging the event’s history • Recognizing participants • Providing products and services that fit the “new attendee”
    10. 10. etouches Master Series Webinar Who’s the New Attendee• Wireless• Consistently connected• Zero focus, zero memory, zero patience• Empowered: time & purchase power• Choice due to large supplyBUT• Loyal and attentive IFF they receive value
    11. 11. etouches Master Series WebinarSo…..How Do You Design Value into Your Communications?
    12. 12. etouches Master Series Webinar Designing for Value• Respectful• Focuses on WIIFM where the “me” isn’t you!• Interesting• Provides unexpected nuggets of joy (humor, curiosity, knowledge, recognition)• Consistent, but not redundant• Sets up a win-win with participant-event organizer
    13. 13. etouches Master Series Webinar Standard Event Communications• Save the Date• Press Release to Announce Event & Partners• Emails for Early Registration• Emails/Website for Attendee Generation• Tradeshow/Exhibition News
    14. 14. etouches Master Series WebinarSave the Date: Valufied!
    15. 15. etouches Master Series WebinarPress Releases: Valufied!
    16. 16. etouches Master Series WebinarPress Release: Valufied!
    17. 17. etouches Master Series Webinar Emails for Early Registration: Valufied!• Tasting Menu • Tweet-chats • Meet-ups • Blog Posts by Speakers • Media Coverage• Snippets of content• No early bird! No BUY NOW BUY NOW!
    18. 18. etouches Master Series WebinarEmails/Website for Attendee Generation: Valufied!
    19. 19. etouches Master Series WebinarTradeshow/Exhibition News: Valufied!
    20. 20. Tradeshow/Exhibition News: Valufied!
    21. 21. etouches Master Series Webinar Summary• Need to be comprehensive• Need multiple touchpoints• Need to utilize multiple channels• Target different audiences with different programs and content of value• Measure everything to show its value!
    22. 22. etouches Master Series WebinarSales: Steve Mackenzie • sales@etouches.com • 1-877-386-8248Marketing and PR: Suzanne Carawan • marketing@etouches.com • scarawan@etouches.com
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