Modern Event Marketing
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Modern Event Marketing

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David Martin, VP Marketing & Content of the Electronic Retailing Association, Suzanne Carawan, CMO of HighRoad Solution and the Event Alley Show presented an interactive session at the American ...

David Martin, VP Marketing & Content of the Electronic Retailing Association, Suzanne Carawan, CMO of HighRoad Solution and the Event Alley Show presented an interactive session at the American Society of Association Executive's 2014 Springtime education conference & exposition. HighRoad Solution is the only eMarketing provider used by and endorsed by ASAE.

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  • So first question of the day---who wants to be average? Mediocre? Who wants to get away with it and clock punch event after event? <br /> <br /> My guess is if you’re in the room, you don’t and you have every intention that you are and will continue to be an even bigger event star. <br /> <br /> So here’s the first interactive part if our goal is for all of us an Event Star….what does that mean in today’s world and how are you measured? Compensated? What do you need to know to outshine everyone? <br /> <br /> Let’s take a marker and come to the paper and draw your own star or write down one word or short phrase for what you need to know to be an event star and make top dollar… <br /> <br /> Ah, our first volunteer– since it’s the start of the morning, we’re going to reward you with coffee….. <br /> <br />
  • Today’s modern event is about crafting experiences before, during and post event <br /> <br /> <br /> So we started our live session today with an experience that could only have happened live. It was spontaneous, interactive and now we have a whole wall that we can use to capture pictures and instagram it, etc….. <br /> <br /> We also have brought in a surprise guest to help us extend our experience and give us the feeling of being virtual and understanding how we can capture content onsite…. <br />
  • Just FYI--
  • Big news is we’re live and that means we can interact! We know the greatest value of in person events is the face-to-face networking, so let’s start capturing and remember that everything we capture can be used later!
  • Applause! <br /> <br /> We’ve come to our first award ceremony and are going to reward the first two people to register for this session! Please hold your applause until we give the background and then we’ll invite you to come up and step into our photo booth to receive your reward and photo. <br /> <br /> After you’ve received your photo, we’ll escort you to have a seat at the panel table.
  • Music plays, big clapping. <br /> <br /> Dave does the hand shake with Deborah and says: <br /> <br /> Deborah, on behalf of HighRoad Solution, our Sponsor for the Event Star Awards, I want to congratulate you and thank you for being bold. Please accept all bragging rights and enjoy this $50 gift card from Sephora. Go make the event world as beautiful as you! <br /> <br /> Everyone, let’s give it up again for THE Deborah Young!
  • DeVonne will go to the picture area, get her picture taken and then come to the EAS table. <br /> <br /> Dave presents awards, takes pictures. <br /> <br /> Dave: DeVonne, your volunteer work and your commitment to the industry really show us what a playmaker you are and we’re ready to see it in action in just a moment. To thank you for your good sportsmanship and being the second person to be willing to play along with us today, we’d like to recognize you as the Event Star Playmaker and ask that you accept our award of a $25 gift card to Macy’s courtesy of our Event Star Award Sponsor, HighRoad Solution whom you can personally thank today by visiting booth #6028.
  • During this segment, the 2 winners come to the EAS table interview stage set up to be interviewed with Lindsey & Kiki. The segment will focus on Get Real with the Winners. <br /> <br /> EAS asks both winners at the same time the following questions: <br /> <br /> Do you feel you keep up with the pace of technology in your events? In your life? <br /> How do you keep yourself motivated to try new things, take photo ops? <br /> What made you decide to register for this session and be a part of it? What’s your secret to taking risk and getting involved? <br /> How competitive are you feeling right now? Do you think you can beat her?
  • During this segment, the 2 winners come to the EAS table interview stage set up to be interviewed with Lindsey & Kiki. The segment will focus on Get Real with the Winners. <br /> <br /> EAS asks both winners at the same time the following questions: <br /> <br /> Do you feel you keep up with the pace of technology in your events? In your life? <br /> How do you keep yourself motivated to try new things, take photo ops? <br /> What made you decide to register for this session and be a part of it? What’s your secret to taking risk and getting involved? <br /> How competitive are you feeling right now? Do you think you can beat her?
  • Lindsey: Tonight, the Washington Wizards go to Game 6 right at the Verizon Center to take on the Pacers. We’ll get to the question in just a moment, but Kiki, why don’t you tell us what our Event Stars are competing for today? <br /> <br /> Kiki: Ladies, today the winner of the Hey Hey It’s Nene competition will win what’s in the envelope….so let’s find out….(open envelope)… Wow Lindsey, it looks like the winner will receive a $25 Gift Card from TJ Maxx! <br /> <br /> Lindsey: Ok ladies, which one of you is the real maxxonista? Let’s find out! I will ask one question and each of you will have the opportunity to answer. The right answer or the closest answer wins. Dave Martin will serve as our judge should there be a tie. Let’s flip the coin to see who goes first. Deborah, as the #1 registrant, you get to make the call for heads or tails. <br /> <br /> Flip the coin…. <br /> <br /> Here’s the question… <br /> <br /> At the last game against the Pacers, Nene played 22 minutes and scored 12 points. In those 22 minutes, Nene committed personal fouls. How many personal fouls did he commit? <br /> <br /> <br /> Answer: 2 <br /> <br /> Provide award to the winner and big round of applause. More photos, more tweets <br /> <br />
  • Thanks for playing ladies and we have one audience challenge. Whoever gets the first tweet out that includes #dcRising and #asaestar will win another great prize that we’ll announce later in the session.
  • So to wrap up, all the knowledge we took in pre-event digitally allowed us to really engage and have our Event Stars, include Nene and create a lot of new content that will resonate with people’s memories of being in person or virtually connected. <br /> <br /> They will leave with the feeling of “I was THERE!” and be able to connect with people in the “remember that time…..?” because everyone experienced it together at one time.
  • Call out each award winner’s name and ask them to come up to the area for their photo op and to receive their gift. We will take the photo and then they will come to the stage for their live interview to ask about their answers.
  • Lindsey: Ok so now it’s time to do a check in and see where we are. What we’ve just experienced so far is how this event has been designed to capture new, unexpected content during the event that was possible to do because of the interactions that took place in the digital sphere before the event. <br /> <br /> Using the data previously collected, attendees were able to be engaged and rewarded for their online experience within the live event. The big question that leaves us is this: will people understand that their continued participation in the digital space will continue to be rewarded? Kiki, what’s your take? <br /> <br /> Kiki: Respond and discuss this idea <br /> <br /> Lindsey: Respond and discuss. That’s our viewpoint, but what’s the real pulse? Let’s go direct to our members to get their take on the idea of engaging digitall pre-event and having it rewarded during the live event. <br /> <br /> Lindsey and Kiki take handhelds and go to the room to get feedback…… <br />
  • Call out each award winner’s name and ask them to come up to the area for their photo op and to receive their gift. We will take the photo and then they will come to the stage for their live interview to ask about their answers.
  • Today’s modern event is about crafting experiences before, during and post event <br /> <br /> <br /> So we started our live session today with an experience that could only have happened live. It was spontaneous, interactive and now we have a whole wall that we can use to capture pictures and instagram it, etc….. <br /> <br /> We also have brought in a surprise guest to help us extend our experience and give us the feeling of being virtual and understanding how we can capture content onsite…. <br />

Modern Event Marketing Presentation Transcript

  • 1. Modern Event Marketing Crafting Experiences That Last
  • 2. EXPERIENCE
  • 3. (We’ll use post event, we promise) #asaestar #stexpo Try Me! Proud to Be a Guinea Pig!
  • 4. OUR PROMISE • Fast-paced • Do whatcha like • All makes sense at the end • This is the last bullet point
  • 5. 100% from Market | 800,000 New Facebook Fans | Limited Production | Sustained Demand
  • 6. Big News…. WE’RE LIVE
  • 7. Award Ceremony!
  • 8. Elite Performance Category Just Do It Award
  • 9. Elite Performance…Just Do It Award Deborah Young
  • 10. Deborah Young, CMP, CEM JUST THE FACTS: Assistant Executive Director, Conferences & Exhibits National Association of Elementary School Principals (NAESP) Based in Virginia, USA Final Decision Maker Plans Meetings throughout USA Largest Meeting: 1,001-5,000 Hotel Nights: 1001+ Requires Exhibit Space 10 or Less + Annual Meeting 2017 or Beyond
  • 11. Event Star: The Deborah Young FUN FACTS: Persona: Marketing/Comms/Brand Manager IP Address: 50.202.163.222 (Ellicott City, MD) Baby Boomer Open to Photo Ops Competitive—Will Compete for Prizes Likes Tactical Learning 15 Interactions to Date Connected to this Event 15 years, 7 months at NAESP Member of IAEE, PCMA and Baltimore Advisory Board
  • 12. Event Star: The Deborah Young Opened 50% of my Emails Sent Email on May 2nd (Friday) Registered First Time at 9:36 am on May 6th (Tueday) Opened New Invite for Different Event on May 13th
  • 13. The Deborah Young!
  • 14. Empowered Leader Category Playmaker Award
  • 15. Empowered Leader Category DeVonne Parks
  • 16. DeVonne Parks, CEM Member Services & Engagement Manager National Information Standards Organization Maryland, USA Significant Influence Plans Meetings in the Northeast Meeting Size 1-1,000 Hotel 101-300 10 or Fewer + Annual 2017 and Beyond
  • 17. Event Star: The DeVonne Parks FUN FACTS: Favorite Color is Purple Persona is a Visionary for Her Organization Went to Cedarville University Big Time Volunteer with IAEE DC Chapter & PCMA DC Chapter Animal Welfare Advocate 36 Endorsements for Event Management We both graduated in 1995 (Gen X Unite!) Open to photos Also Competitive Likes to read, exercise, bake cakes & cookies & travel
  • 18. Event Star: The DeVonne Parks Interaction with DeVonne: Sent email on Friday, May 6th @ 9:30 am Registered Tues, May 13th @ 11:42 am Sent New Event Invite on May 13th @ 1:05 pm Registered May 13th@ 1:06 pm From May 6-13th (8 days): 2 Registrations 5 Emails 4 Website Visits
  • 19. The DeVonne Parks!
  • 20. Get Real with the Winners
  • 21. Hey Hey! It’s Nene!
  • 22. Audience Challenge! One tweet to include both: #dcRising #asaestar
  • 23. Reflection & Discussion Time: How Did Digital Just Drive Our Live Experience? How’d We Do It? Where’d We Get the Info? Hmmm……..Answer in 15
  • 24. Behind the Scenes Using the Power of Digital to Drive Live Experiences
  • 25. Icebreaker/preference Buyer Persona Cultural References Level of Risk/Adoption Learning/Experience Modality Why we’re asking, what good your answer will do for you & the org overall
  • 26. The Deborah Young! The DeVonne Parks!
  • 27. pre-event innovation moment
  • 28. live event Innovation moment
  • 29. Using the Power of Digital to Continue the Experience
  • 30. What Does it Mean to Be an Event Star? What Was Your Innovation Moment? Get Real About XYZ Reflection & Discussion Time Behind the Scene The Pulse
  • 31. EXPERIENCE
  • 32. THANKS TO OUR SPONSORS