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The Event Marketer's Toolkit
Important Strategies to Implement Now
#ElevateDCTamara Mendelsohn & Kelley McCormick
Agenda
Create and track a marketing plan that
is designed to maximize all o...
#ElevateDCTamara Mendelsohn & Kelley McCormick
What You’ll Learn Today
Build a marketing plan with an
extended lifecycle
H...
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
CONTENT
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
“ People need to hear and see
things 3 to 5 times for it to affect
a behavi...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Plan
Evaluate your Assets
News value? Celebrities? Timeliness?
Buil...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Sample Calendar
Pre-Event
Week #1
Pre-Event
Week #2
Pre-Event
Week #3
Pre-E...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Build Expectations
Explain the value proposition of your
event
Can ...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Build Curiosity
Evaluate all of your assets to drive news
coverage ...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Influencer Events
Hosted events
honoring an event
honoree or emcee
...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Cross-Promotional Opps
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Preview Events
Week-ahead and day-before events can drive
additiona...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Sneak Peek Events
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Drive Social Media Buzz
Desk or newsroom
drops are a great way
to c...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Before: Drive Conversion
Build traffic
Obsess over your conversion rate
Inc...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Conversion
#ElevateDCTamara Mendelsohn & Kelley McCormick
Number of TicketsSold
Number of PageViews
%ConversionRate=
#ElevateDCTamara Mendelsohn & Kelley McCormick
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
...
#ElevateDCTamara Mendelsohn & Kelley McCormick
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Step 1
Page Views
Cross promos and partnerships
Cross promos and partnerships
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
Track sales from social activity
Use promo codes to track
performance
#ElevateDCTamara Mendelsohn & Kelley McCormick
Step 2
Conversion
Use promo codes to track
performance
E-mail
#ElevateDCTamara Mendelsohn & Kelley McCormick
Mobile: today’s platform
6.5%
CTR
14.5%
CTR
.21% 1.37%
CTR CTR
Ads
Keep critical content above the fold
Consider the user path
The Basics
What, When, Where
The Hook
Why, Who
The Details
What to wear/bring, Transportation, Refu...
Make fields earn their keep
#ElevateDCTamara Mendelsohn & Kelley McCormick
Pageload matters.
1second delayin pageresponsetimecan result in a
7%reducti...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Mobile: today’s platform
25%
of our event pagetraffic
comesfrom mobiledevice...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Step 3
Change the timing game
#ElevateDCTamara Mendelsohn & Kelley McCormick
Average lifecycle of a fundraiser
#ElevateDCTamara Mendelsohn & Kelley McCormick
At what point has an event sold
1/2 of its tickets?
People procrastinate
#ElevateDCTamara Mendelsohn & Kelley McCormick
Promotion ideas
Give-aways
Discounts
Experiences
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
Understand Your Sales Cycle
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week ...
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
During: Generate News
Imagine headlines that you want and
work to achieve t...
#ElevateDCTamara Mendelsohn & Kelley McCormick
During: Meet & Greets
#ElevateDCTamara Mendelsohn & Kelley McCormick
During: Red Carpets
Purpose: clean shots of the celebrities with strong sho...
#ElevateDCTamara Mendelsohn & Kelley McCormick
During: Photo Opps for News Media
#ElevateDCTamara Mendelsohn & Kelley McCormick
During: Social Media
Live tweeting, Qs, blog
Encourage engagement
with app ...
#ElevateDCTamara Mendelsohn & Kelley McCormick
Live Tweeting
#ElevateDCTamara Mendelsohn & Kelley McCormick
Encourage engagement
#ElevateDCTamara Mendelsohn & Kelley McCormick
Build content
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Extend Momentum
Retain and build momentum to build
brand for future ...
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#1: Remind
everyone about
your headlin...
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#2: Create LOTS of great
highlights co...
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Diagram of a Post-Event Recap
#4: Create
additional
sponsor “real
es...
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Extend Momentum
You’ve created a flash community – provide
opportuni...
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Extend Momentum
Tag or be tagged in event photos
#ElevateDCTamara Mendelsohn & Kelley McCormick
After: Personalized Thanks
Delivered right
after the final event
Personaliz...
#ElevateDCTamara Mendelsohn & Kelley McCormick
1. Integrate your marketing to
maximize buzz via 5+ touches.
There’s no sil...
#ElevateDCTamara Mendelsohn & Kelley McCormick
@kelleymc
www.skdknick.com
kmccormick@skdknick.com
@tmendelsohn
tamara@even...
The Event Marketer's Toolkit: Important Strategies to Implement Now with Tamara Mendelsohn and Kelley McCormick
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The Event Marketer's Toolkit: Important Strategies to Implement Now with Tamara Mendelsohn and Kelley McCormick

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With new forms of digital marketing coming to life every day, it’s important to make sure your company’s brand and voice is consistently represented, that messages are straightforward and that each endeavor stays true to your company’s vision. From social media and email marketing, to public relations and digital communications, it’s vital to create a marketing plan and track your performance while maintaining a consistent message that’s on par with your brand.

Published in: Marketing

The Event Marketer's Toolkit: Important Strategies to Implement Now with Tamara Mendelsohn and Kelley McCormick

  1. 1. The Event Marketer's Toolkit Important Strategies to Implement Now
  2. 2. #ElevateDCTamara Mendelsohn & Kelley McCormick Agenda Create and track a marketing plan that is designed to maximize all of the appropriate marketing channels, while staying true to your brand
  3. 3. #ElevateDCTamara Mendelsohn & Kelley McCormick What You’ll Learn Today Build a marketing plan with an extended lifecycle How to integrate PR/marketing/social media to achieve success See best practices on building awareness, drive conversion, and building engagement
  4. 4. #ElevateDCTamara Mendelsohn & Kelley McCormick
  5. 5. #ElevateDCTamara Mendelsohn & Kelley McCormick CONTENT
  6. 6. #ElevateDCTamara Mendelsohn & Kelley McCormick
  7. 7. #ElevateDCTamara Mendelsohn & Kelley McCormick “ People need to hear and see things 3 to 5 times for it to affect a behavior change.” – Herbert Krugman
  8. 8. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Plan Evaluate your Assets News value? Celebrities? Timeliness? Build a Marketing Plan Consider all of channels to create integrated approach: digital presence, influencer marketing, media relations, social media Your Calendar is KEY: Pulse out the promotions, preview events, emails, announcements and news coverage over an extended period of time leading up to the event
  9. 9. #ElevateDCTamara Mendelsohn & Kelley McCormick Sample Calendar Pre-Event Week #1 Pre-Event Week #2 Pre-Event Week #3 Pre-Event Week #4 Event Post-Event Week #1 Post-Event Week #2 Media Relations Announce news Host preview event Media relations Press release recap + photos Social Media Send event video highlights Invite to join a group Influencers Design comp strategy / extend invite Host preview reception Meet and greet opps and photos stops Post-game event Digital Presence Cross- Promotional / Charity
  10. 10. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Build Expectations Explain the value proposition of your event Can they learn, earn or brag? Use multiple pieces of content
  11. 11. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Build Curiosity Evaluate all of your assets to drive news coverage and social media buzz Ask your MC, speakers, honoree to help get the word out Drive cross-promotional opportunities Activate a relevant charitable component Consider influencer marketing What’s your comp strategy? Host pre-event activities
  12. 12. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Influencer Events Hosted events honoring an event honoree or emcee can be another way of driving influencer awareness and social media buzz before the event
  13. 13. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Cross-Promotional Opps
  14. 14. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Preview Events Week-ahead and day-before events can drive additional news coverage for your event
  15. 15. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Sneak Peek Events
  16. 16. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Drive Social Media Buzz Desk or newsroom drops are a great way to catch attention
  17. 17. #ElevateDCTamara Mendelsohn & Kelley McCormick Before: Drive Conversion Build traffic Obsess over your conversion rate Incent procrastinators to buy early
  18. 18. #ElevateDCTamara Mendelsohn & Kelley McCormick Conversion
  19. 19. #ElevateDCTamara Mendelsohn & Kelley McCormick Number of TicketsSold Number of PageViews %ConversionRate=
  20. 20. #ElevateDCTamara Mendelsohn & Kelley McCormick WhyConversionMatters =5,000 PageViews 150 TicketsSold 3% average eCommerce conversion X 150 Tickets Sold X $100 Ticket Price = $15,000 Example:$10,000 of marketing
  21. 21. #ElevateDCTamara Mendelsohn & Kelley McCormick WhyConversionMatters =5,000 PageViews 150 TicketsSold 3% average eCommerce conversion X 150 Tickets Sold X $100 Ticket Price = $15,000 Example:$10,000 of marketing 6% conversion 300 300 $30,000
  22. 22. #ElevateDCTamara Mendelsohn & Kelley McCormick Step 1 Page Views
  23. 23. Cross promos and partnerships
  24. 24. Cross promos and partnerships
  25. 25. #ElevateDCTamara Mendelsohn & Kelley McCormick
  26. 26. #ElevateDCTamara Mendelsohn & Kelley McCormick Track sales from social activity
  27. 27. Use promo codes to track performance
  28. 28. #ElevateDCTamara Mendelsohn & Kelley McCormick Step 2 Conversion
  29. 29. Use promo codes to track performance
  30. 30. E-mail
  31. 31. #ElevateDCTamara Mendelsohn & Kelley McCormick Mobile: today’s platform 6.5% CTR 14.5% CTR
  32. 32. .21% 1.37% CTR CTR Ads
  33. 33. Keep critical content above the fold
  34. 34. Consider the user path The Basics What, When, Where The Hook Why, Who The Details What to wear/bring, Transportation, Refund/Transfer Policy, Contact Info
  35. 35. Make fields earn their keep
  36. 36. #ElevateDCTamara Mendelsohn & Kelley McCormick Pageload matters. 1second delayin pageresponsetimecan result in a 7%reduction in conversion
  37. 37. #ElevateDCTamara Mendelsohn & Kelley McCormick Mobile: today’s platform 25% of our event pagetraffic comesfrom mobiledevices 336%growth in grossticket sales from 2012to 2013
  38. 38. #ElevateDCTamara Mendelsohn & Kelley McCormick Step 3 Change the timing game
  39. 39. #ElevateDCTamara Mendelsohn & Kelley McCormick Average lifecycle of a fundraiser
  40. 40. #ElevateDCTamara Mendelsohn & Kelley McCormick At what point has an event sold 1/2 of its tickets?
  41. 41. People procrastinate
  42. 42. #ElevateDCTamara Mendelsohn & Kelley McCormick Promotion ideas Give-aways Discounts Experiences
  43. 43. #ElevateDCTamara Mendelsohn & Kelley McCormick
  44. 44. #ElevateDCTamara Mendelsohn & Kelley McCormick Understand Your Sales Cycle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Elevate Sales by Week 3 Days Flash sale Partner Promotion Procrastinators
  45. 45. #ElevateDCTamara Mendelsohn & Kelley McCormick
  46. 46. #ElevateDCTamara Mendelsohn & Kelley McCormick During: Generate News Imagine headlines that you want and work to achieve them Create productive work environment for the media Mult-box, wi-fi, food plus access to newsmakers Consider green room interviews Issue press release / hold press conference Hire a house photographer Service photos along with captions and IDs
  47. 47. #ElevateDCTamara Mendelsohn & Kelley McCormick During: Meet & Greets
  48. 48. #ElevateDCTamara Mendelsohn & Kelley McCormick During: Red Carpets Purpose: clean shots of the celebrities with strong showing of sponsor logos Purpose: interesting juxtaposition to tell a story about your event
  49. 49. #ElevateDCTamara Mendelsohn & Kelley McCormick During: Photo Opps for News Media
  50. 50. #ElevateDCTamara Mendelsohn & Kelley McCormick During: Social Media Live tweeting, Qs, blog Encourage engagement with app or hashtag Build a content bank
  51. 51. #ElevateDCTamara Mendelsohn & Kelley McCormick Live Tweeting
  52. 52. #ElevateDCTamara Mendelsohn & Kelley McCormick Encourage engagement
  53. 53. #ElevateDCTamara Mendelsohn & Kelley McCormick Build content
  54. 54. #ElevateDCTamara Mendelsohn & Kelley McCormick
  55. 55. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Extend Momentum Retain and build momentum to build brand for future events Follow up with reporters with release, photos and other tidbits Playback event highlights + media coverage through your social media channels
  56. 56. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Diagram of a Post-Event Recap #1: Remind everyone about your headliner
  57. 57. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Diagram of a Post-Event Recap #2: Create LOTS of great highlights content #3: Ask them to follow you Gallery: Aspen Ideas in Photos Catch Up on "The Top Five" Series Our roving photographers caughtthe biggest moments on and offstage.Take a look through all our photos and experience some ofwhat this year's festival had to offer. We've chronicled the top five things you mighthave missed from each day at Aspen. Visit each "Top 5" postto catch up: June 26, June 27, June 28, June 29, June 30, July 1, and July 2. View the Gallery Read more An Equation for Happiness Results of Marijuana Legalization: Still Hazy What can we learn from the happy man on the little dirt road less taken? Arthur Brooks, PresidentofAEI, shares his insights. Governor John Hickenlooper caughtup with journalistKatie Couric to discuss the effects of legalization in the state Colorado. Read more Read more How to Unlock Your Inner Creative Influential Ideas: From the Audience
  58. 58. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Diagram of a Post-Event Recap #4: Create additional sponsor “real estate”
  59. 59. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Extend Momentum You’ve created a flash community – provide opportunity for them to stay connected LinkedIn group, shared photo album, email sign-up
  60. 60. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Extend Momentum Tag or be tagged in event photos
  61. 61. #ElevateDCTamara Mendelsohn & Kelley McCormick After: Personalized Thanks Delivered right after the final event Personalized Delight and surprise factor
  62. 62. #ElevateDCTamara Mendelsohn & Kelley McCormick 1. Integrate your marketing to maximize buzz via 5+ touches. There’s no silver bullet. The content is the glue. 2. Pulse your marketing during the entire event life cycle Before, During and After the Event 3. Measure everything. Your conversion rate is the key for getting more from your efforts. In conclusion
  63. 63. #ElevateDCTamara Mendelsohn & Kelley McCormick @kelleymc www.skdknick.com kmccormick@skdknick.com @tmendelsohn tamara@eventbrite.com

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