Today’s presentation will cover the following topics: We will discuss the many benefits of using on-line registration to track and analyze participation. We will also cover many of the varied ways you can keep in touch with your constituents, encourage participation and reach those people that are not currently part of your contact list. We will touch on ways you can measure the success of your event and how you can use this information to plan even better, more robust events in the future. I will finish by sharing Event Marketing Best Practices.
Professional looking communications improve the reputation of the organization. Sending informative emails about the event and your cause makes you trusted resource and builds credibility for the work you are doing.
Text to Join – you can now offer your customers an easy way to join your Constant Contact mailing list via mobile. Text messaging – also known as Short Message Service or SMS – is growing. 250 million Americans use mobile phones and more than half of them communicate with SMS.Customer Robert Turley, Airport Plaza Bowl, St. Louis AreaList growth 112% with Text to JoinOffer encouraged people to stay longerIncreased good will of customer baseEz Texting Client example for events: Secret Cinemas is a mobile outdoor movie company (think a moving drive-in). They provide outdoor movies in parks, schools, at companies, and even backyards for groups of 100 to 1000 people. They bring the screen, projector, and sound system to any location with electricity and open space. Secret Cinemas was looking to find a way to both capture contact info for those in attendance for future marketing as well as setting up a notification list so they could let people know where and when their upcoming shows are. Secret Cinemas has implemented several capture methods to gather opt-ins. By far their best one is a simple banner placed at each show location by the road stating text their keyword to be notified about upcoming shows and entered to win a free movie night. This is "one heck of a prize" that they draw for once a year and it is a good incentive to sign-up. Every day the banner is up they get several new signups during peak drive times.They also have forms on their website and Facebook page that gather people. In addition, before their shows they have several slides with basically the same wording as their banners to get people in attendance to sign up. That, teamed up with some announcements, usually creates a flood of new entries before every show.Secret Cinemas has successfully built quite a list of outdoor movie attendees. This serves as a benefit for everyone. The attendees benefit by being better informed of upcoming events. Their sponsors benefit from improved attendance. Above all, they have become the movie provider of choice because they have built their own following.
Here’s an example of an organization that used the online calendar feature for success. Challenge: Getting volunteers to help their mission dedicated to growing a healthy, livable community in the Sacramento, CA region. The Sacramento Tree Foundation was concerned about getting the right number and type of volunteers to help. By using registration questions, the organization used the responses to appropriately group volunteers and create teams that contained experienced members, leading to a more productive event. By using EvM, they did have number of volunteers needed for each project and were able to identify specific skill sets that made for a more productive event. They were able to support their mission by fulfilling all volunteer dates. This is also an opportunity to follow-up with unsatisfied customers.
The fun part is promoting your event, so “Let them know and they’ll show!” Let’s start with Invitations: Don’t forget to always send a “Save the Date!” Personal invitations to pre-existing networks of donors and friends through multiple channels have been rated as the most effective methods for communicating. Website: Here, provide the event details and don’t forget a “Join my mailing list” button.Social Media: Keep audience engaged throughout the promotion process by highlighting exciting new speakers and keeping them informed of interesting changes/additions to the program. We’ll further discuss Social Media in today’s presentation and provide context to using it. Remember, communicate where your audience is listening, and they are on Social Media. Attendees who feel more engaged and connected with the organization are less likely to cancel.
Using Event Marketing from Constant Contact, we’ll see that it’s 1) Time Saving, 2) Easy to use, 3) An online place for centralized information and ultimately will mean a better and smoother event for you and your attendees. In the past, manual registrationand a high number of people paying “at the door” resulted in an organization having to make a “best guess” in regards to food and facility size. Pre-registration reduces waste of precious time, money and resources, something nonprofits are constantly seeking. Another time saver is that info is more accurate, since participants self-register.EvM is also so easy to use, volunteers who are new to using CTCT, are able to quickly step-in and help.In addition, CTCT allows you Plan a better event when you know who is coming. Based on the registration “title” field, a lecture-type session could become a CEO Roundtable discussion, delivering more value to the participants. All of these benefits make for a smoother, more efficiently run conference, fundraiser or special event. Simply put, you get better event planning with Constant Contact Event Marketing.
For example,some of the challenges Allston Village Main Streets faced were that manual registration makes it difficult to register attendees and get a proper headcount. Having to overestimate a head count, means needlessly paying for meals that are not necessary, or booking a location that is larger and more expensive. Attendees are directed to an easy to use online registration page. Better registration management means spending less money to host the event. Another recommendation: The look and feel of the registration page should underscore the event theme or cause, and we’ll see how to accomplish this using Event Marketing.
Plan- Setting ObjectivesWhat they want? Freshen a stale fundraising event Fundraise for Sindney M. Oman Cancer CenterWhat attendees want? Something interesting to do while giving back Attending an “It” event
Results- Setting ObjectivesWhat was achieved: 7,800 attendees 250 volunteers profit of $150,000 Increase engagementWhat attendees got: A good time while doing something good “…I used your Event Marketing tool to promote a New wines and a way to be wine festival to benefit charity. We ended up attracting 7800 attendees and raising $150,000 for involved cancer research. With Constant Contact, this cost Motivation & resources for me $30. If I‟d done online registration with the other guys, I (or my attendees) would have paid next event thousands of dollars in fees – instead, that money is going to fight cancer. It was a no-brainer to choose you.“ – Roland Davis, Chesapeake Virginia Wine Festival
Are you promoting to the right people?Who do you want to come?-create an “ideal” attendee profile of those both new and familiar with your organization and know why they come. Demographic Past giving behavior Age , Geography Industry, Educational background Influence in networks (local and social) Where do they spend time? Online: Social Media, industry blogs, websites, virtual trade-shows, etc. Offline: Social groups, cafes, Meet up, Chamber meetings, etc. Print: Newspapers, trade publications, magazines Where do they look for information about events? Local calendar listings, local media outlets (wickedlocal.com, craigslist.org) List in your own event calendar on your site Get included in radio or TV listings “Forward to a Friend” Invites Use the Event Planning & Word of Mouth Feedback section of the Survey Search Engines and Social Media tool to gather data. 11
Foundation from those who know you Get their attention with email invites for those who know your organization Brand is important -79% of respondents said they hit the "report spam" button when they dont know who the sender is. -Email Sender and Provider Coalition (2007) Use Subject Lines that get you opened Write a headline that captures and keeps attention Show your personality Personalize message to recipient –the same invite does not need to go to everyone on your list How do they know you? Use this to make the invite relevant Segment the content of the message -56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.” - Q Interactive, 2007 12
Does this invite work?What works Headline captures attention and sense of urgency Visuals match event themeWhat does not work •No way to RSVP on line –Created sense of urgency but no way to take immediate action •Unclear how to sign up for event •No personalization •No map for directions on how do I get there •No way to share –Missing out the power of word of mouth and social media marketing
Leverage Social Media MarketingGet more attendees by sharing the event on Facebook & Twitter.Whether you send aninvite or not, promotethe event on SocialMedia! Here’s how: Establish a hashtag (e.g. #B2Bevent) to track buzz around the event. Tweet your event and watch how your followers retweet the details. Do not forget to ask them to retweet, asking and saying “Please” really does work.Promote the event on a The Facebook post can contain aschedule: custom message to•Weekly encourage attendance and will include a link to register.•The day before•An hour before
Leverage Social Media Marketing How can you use it?Foursquare Do you have a venue? Create a location to check in. Co-marketing with local business? Drive traffic to each other. Leave a tip about your event Leave a To Do about your event Scavenger hunt around event- – Hints in tips area Understand interests of people checking in-profile info
During the EventEvent Check-in Display a list Android iPhone of registrants for any event. "Check-in" your registrants to mark them as attended. Email an individual event registrant by tapping their email address. Easy attendance Tracking on your mobile phone!
During the Event Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag. People who are interested and could not make it can be part of event following a twitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like TwitpicAs of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review”Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers”
During the Event Consider using QR Codes to keep the interaction going Free QR Code generator sites: http://www.qrstuff.com/ Direct to website information via http://qrcode.kaywa.com/ mobile device http://goqr.me/ Get feedback via a poll or short survey that people can access via mobile device Post video content that is complementary to the event objectives to view via a mobile device How do I build? -http://bit.ly/ ■ QR Code Section Add- .qr at end of shortened url http://www.socialquickstarter.com
During the Event How can you use it? Watch how many and who has checked in. – Know when the people you want to connect with have arrived. Watch the comments, tips and to do’s left by attendees. – Gain a clear understanding of what popular/trending in your event. Watch for instant feedback. – Negative comments about the food ■ Location-Based Services Section – Problems with the facility http://www.socialquickstarter.com
During the EventEZ Texting-Text Marketing How can you use it? Attendees Reminders Real-time updates on schedules, weather delays Staff & volunteers Communication the day of your event Send out real-time info: schedules, questions, staffing needs
Collect Post Event FeedbackUse a Survey Ask about satisfaction with content, facilities, etc. How likely are they to come again? Over 60 templates to start with to meet your objective How likely are they to tell others Includes good questions about your events? You can edit, remove, add, and re-order questions You can add your logo, colors and images Ask questions that get answers you can act upon. Example: “What didn’t you like about our last event?”
Collect Post Event FeedbackReview the comments and conversations on your Facebook wall.Review the comments via Twitter about your event by searching under the event #hashtag.
Feedback and Data for next event Leverage details from your registration data to help identify the right segments of people to invite to your next event. Use the information they have shared to personalize your future communications. Details such as who paid, how they paid, demographic, etc.
Did you meet the objectives?Measure your objectives by: Measure attendee objectives by: The number of people who Conversations about event in attendee social media networks Donations raised Feedback in surveys Data collected via reports and Show rate of individuals survey registered Measure fundraising revenue
On Twitter:@ctcteventFacebook:http://www.facebook.com/ctcteventmarketingFOLLOW US ON SOCIAL MEDIA 49
Plan- Using ObjectivesShare your story: Recent or Upcoming Event Attendee Objective Your Objective Value and Content Focus of event Audience Goal Your GoalSize of EventValue of EventContent Focus
Are you promoting to the right people?Attendee Worksheet:Attendees-Who is perfect for Where do they spend time? Where do they seek eventyour event? information?In common What is Real Life Online Real Life Online different• • • • • •• • • • • •• • • • • •