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.

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  • Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
  • Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
  • Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
  • Influencer marketing: whether it’s a judge, a presenter or other participant, (invite a few relevant influencers - they come and experience your event and then write about it on their various social media outlets and blog).
  • 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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