Multi-Media Event Marketing


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  • I’ve always known this to be multi-channel, but media is interesting
  • 1. Although you may not be able to afford DM (nor would want to) for a single webinar, you might need to mail for a larger event. You might also want a campaign of online display or a catalog mailing for an entire market-based product line.
  • Online communities are your new target markets. Customer modeling as a standard practice—incremental gains from secondary and tertiary markets. Geography as priortization?
  • TM--
  • How do you have both a free/low-priced webinar option and a webinar line of business? Topic distinction (regulation vs. soft skills, case study vs. training) or accreditation (only paid events have credits) can help.
  • Attendees will register for your event if their contacts are attending. In the future, knowing if friends or business associates are attending an event will become part of the attendee’s decision process. Social media tools that check to see if my Linkedin connections, Twitter followers or Facebook friends are attending an event already exist. –Samuel J. Smith, Blogger & Technology Consultant, Interactive Meeting Technology Blog
  • From the CMO’s Guide to the Social Media Landscape:
  • Ultimately, selling an event is selling professional success or advancement or ease. How does this translate into social media and community? It’s an ongoing relationship
  • Multi-Media Event Marketing

    1. 1. MULTI-MEDIA EVENTS MARKETING Multi-Media Events Marketing Presented by Matt Salt & Nicole Cathcart
    2. 2. MULTI-MEDIA EVENTS MARKETING Introductions Matt Salt is the new Executive Director of the Specialized Information Publishers Association. Prior to this he was a principal of The Langfords Group, a full-service conference planning company. Before launching this venture he was publisher for FDAnews. He joined FDAnews in July 2001 and was responsible for conferences, marketing, sponsorship, advertising and content sales. Before joining FDAnews he was conference director for Financial Times Energy, based in London and then Arlington, VA. During his time at Euromoney, prior to joining the FT, he organized coal-related events all over the globe, including Australia, Indonesia, Thailand, India, South Africa, Colombia and most major European cities, including Istanbul. He started his conference and marketing career with IBC in its London headquarters. Nicole Cathcart is head of online marketing, events marketing and creative services at Thompson Publishing Group (Thompson Publishing, Sheshunoff Information Services, AHC Media, BioWorld and The Performance Institute). She was Vice President of Marketing at The Performance Institute and The American Strategic Management Institute, a live conference, training and consulting provider, for five years. She is completing her Masters in Digital Communications at Johns Hopkins University, with research focused on Online Engagement, Lifecycle Email Marketing and Website Usability. She can be reached at
    3. 3. MULTI-MEDIA EVENTS MARKETING Agenda • Strategy & Measures • Weighing All Your Marketing Channels – Direct Mail – Email – Events – Web – Sales • Incorporating Social Media
    4. 4. MULTI-MEDIA EVENTS MARKETING Strategy Development 1. Questions to answer: 1. Are you marketing a single event, a product line, or an entire line of business? Each demands a different marketing plan. 2. How are you calculating Return-on-Investment? 3. Do you understand the technographic profile of your target market?
    5. 5. MULTI-MEDIA EVENTS MARKETING Back to Basics 1. The 5 Rs: Once you have the Right Person, communicate the Right Message to the Right Audience at the Right Time in the Right Way. 2. Events marketing is about lists, lists, and lists. 3. Social media isn’t really free.
    6. 6. MULTI-MEDIA EVENTS MARKETING Measurement and KPIs • Baseline Acquisition Cost • Measuring PR, on and offline – Media Audit: Coding – Social Media Measurement • Hootsuite, TwitJump, Radian 6 • More Paid: Alterian, Lithium/ScoutLabs, BrandsEye, Spiral16 • More Free: HowSociable, MediaHound, Addict-o-matic
    7. 7. MULTI-MEDIA EVENTS MARKETING Baseline Acquisition Cost • Define your costs (overhead, direct mail, copy, external media, list rentals, etc.) • Be consistent • Allows you to isolate the social media expense Baseline Acquisition Baseline Acquisition & Additional Labor
    8. 8. MULTI-MEDIA EVENTS MARKETING Direct Mail as a Marketing Channel • List scarcity: Less lists available, but are they higher quality with higher response rates • Co-operative databases (such as Merit Direct) • The publisher dilemma: you need to swap or rent lists from your competitor, but is has implications • Piece Design – Market dependent, response dependent – Is the piece designed to be stand alone or to drive targets to the web?
    9. 9. MULTI-MEDIA EVENTS MARKETING Email as a Marketing Channel • Nothing (yet) beats the ROI of an internal opt-in, email list • Build your lists with external rentals and lead generation • Supplement your lists on an event-by-event basis with exchanges “While ideally they still willingly opt in to commercial email, b2b open rates average only 25%, according to MarketingSherpa. …the sheer volume of email will increase the challenge of gaining recipient attention. This year the average individual will receive 5,000 opted-in emails, a volume that will rise to 9,000 or more by 2013. “ -Email marketing undergoing tumult of change (September 27, 2010). B2B Marketer
    10. 10. MULTI-MEDIA EVENTS MARKETING Email as Marketing Channel • Segmentation – Demographic and Behavioral segmentation for advanced messaging and optimal frequency • Adding Value – SIPA as an example—contextually-relevant advertising and combining content and advertising
    11. 11. MULTI-MEDIA EVENTS MARKETING Internal Sales as Channel • Generating leads through email, online, direct mail • The importance of qualifying leads—demographic and behavioral • The flexibility of offers
    12. 12. MULTI-MEDIA EVENTS MARKETING Events as Marketing Channels – Archived media (webinars) drive traffic for creating leads for future events – Free or low-priced webinars are the perfect up-sell into live events, but also provide lead generation for related publications Free/low- priced webinar Live Event Free/low- priced webinar Other LOB (Publi- cations)
    13. 13. MULTI-MEDIA EVENTS MARKETING Web as a Marketing Channel • Engagement, Stickiness and Sales – The value of return users – How stickiness generates sales *Online Survey of 484 online users. Lin, J.C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507 – 516. Content Context Infrastructure Positive Attitude Trust Intent to Purchase Intent to Stick
    14. 14. MULTI-MEDIA EVENTS MARKETING Web as a Marketing Channel Brand-Building: – Online Display – Partnerships (although, list exchanges can generate sales) Lead Generation: Traffic sources: – Paid Search – Organic Search Traffic captures: – White Papers – Archived Webinars – Downloadable Catalogs/Brochures – Video/Audio Sessions
    15. 15. MULTI-MEDIA EVENTS MARKETING Viral Marketing & Events • First Steps: – Is your market social? How social? – In it for lead generation? Fully-develop your up-sell strategy – In it for brand engagement? Fully define your measures innovators commenters Trend spotters cheerleaders skeptics mavericks Super-spreaders
    16. 16. MULTI-MEDIA EVENTS MARKETING Events Marketing as Viral Marketing
    17. 17. MULTI-MEDIA EVENTS MARKETING How social is your market? 1 Search Engines - Online Portals 2 Advertising & Marketing 3 Banking 4 Traditional Media (TV, Radio, Newspapers, Magazines) 5 Toys & Games 6 HR and Recruiting 7 IT 8 Software 9 Consumer Electronics 10 Retail Apparel 11 Credit Cards & Transaction Processing 12 Flowers 13 Telecommunications 14 Travel & Tourism 15 Cleaning Products 16 Department Stores & Superstores 17 Gambling & Gaming 18 Home Appliances 19 Biotechnology 20 Music 21 Aviation 22 Beauty Care 23 Jewelry 24 Pet Products 25 Pharmaceuticals *Netprospex Social Industry Report t_Fall2010.pdf
    18. 18. MULTI-MEDIA EVENTS MARKETING Use Your Experts • Speakers, Authors, Trainers, Editors – Instrumental for measurement – Often already have followings/communities
    19. 19. MULTI-MEDIA EVENTS MARKETING Common Social Media Sites – – – Twitter – Facebook – Industry-specific sites “THE MEDIAN AGE OF A TWITTER USER IS 31, WHICH HAS REMAINED STABLE OVER THE PAST YEAR. THE MEDIAN AGE FOR MYSPACE IS NOW 26, DOWN FROM 27 IN MAY 2008, AND THE MEDIAN AGE FOR LINKEDIN IS NOW 39, DOWN FROM 40. FACEBOOK, HOWEVER, IS GRAYING A BIT: THE MEDIAN AGE FOR THIS SOCIAL NETWORK SITE IS NOW 33, UP FROM 26 IN MAY 2008.” Pew Internet & American Life Project. (2009, April). Trend Data—Usage Over Time [Data file]. Available from Pew Internet & American Life Project Web site,
    20. 20. MULTI-MEDIA EVENTS MARKETING • LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year. • There are now 11m LinkedIn users across Europe. • India is currently the fastest-growing country to use LinkedIn, with around 3m total users.
    21. 21. MULTI-MEDIA EVENTS MARKETING • Twitter users – 19% of online adults (Pew) • Top Tweeting Industries? 1. Search/Portals 2. Media 3. Banking 4. Advertising 5. National Parks • Top Tweeting Functions? 1. Marketing 2. HR 3. Comm/PR 4. IT 5. Sales • Survey the market • Identity the influencers • Promote the names
    22. 22. MULTI-MEDIA EVENTS MARKETING A Word on Live Tweeting – Enhancing the event – Building a following for further promotion (Invite influential tweeters/bloggers) – A super-responsive Customer Service Channel
    23. 23. MULTI-MEDIA EVENTS MARKETING YouTube - 2 Billion views a day - 3rd most visited website (Alexa) - Localized in 23 countries across 24 different languages - 15 The average number of minutes people spend on the site each day - 70% of YouTube traffic comes from outside the U.S. - 1700 Years it would take you to watch the hundreds of millions of videos on YouTube May 16, 2010. Five Years In, YouTube Is Now Streaming Two Billion Views Per Day.
    24. 24. MULTI-MEDIA EVENTS MARKETING FaceBook •Facebook claims that 50% of active users log into the site each day. This would mean at least 175m users every 24 hours… A considerable increase from the previous 120m. •There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook. •More than 700,000 local businesses have active Pages on Facebook. •Purpose-built Facebook pages have created more than 5.3bn fans. •More than 250 Facebook applications have over a million combined users each month. •About 70% of Facebook users are outside the USA. •Create a page •Syndicate your content •B2C focus
    25. 25. MULTI-MEDIA EVENTS MARKETING Industry-Specific Communities • GovLoop ‘The Facebook of the Feds’ • 35,000+ members • Groups, Forums, Events Listings—all free • Join the discussion, partner with the organization
    26. 26. MULTI-MEDIA EVENTS MARKETING Best social media sites to drive traffic? • Digg • StumbleUpon From the CMO’s Guide to the Social Media Landscape: SOCIAL-LANDSCAPE.jpg
    27. 27. MULTI-MEDIA EVENTS MARKETING Best sites for SEO? • Flickr • YouTube • Digg • StumbleUpon • From the CMO’s Guide to the Social Media Landscape: SOCIAL-LANDSCAPE.jpg
    28. 28. MULTI-MEDIA EVENTS MARKETING Best social media sites for customer engagement? • Twitter • FaceBook • YouTube From the CMO’s Guide to the Social Media Landscape: SOCIAL-LANDSCAPE.jpg
    29. 29. MULTI-MEDIA EVENTS MARKETING Best social media sites for brand building? • Twitter • FaceBook • LinkedIn • YouTube • Digg From the CMO’s Guide to the Social Media Landscape: SOCIAL-LANDSCAPE.jpg
    30. 30. MULTI-MEDIA EVENTS MARKETING Developing Communities – Developing Communities of Practice – Developing function or industry-based communities: • • •