THE NEW RULES OF EVENT
MARKETING. KIERAN FLANAGAN & MARK WALKER

House Keeping 1 All lines
are muted, use the chat panel for tech issues. 2 Q&A at the end, tweet questions using #EventsRule 3 Unanswered questions will be answered on Twitter after the webinar. 4 Webinar recording and slides will be emailed to you tomorrow morning.

Meet Your Experts Kieran Flanagan
Marketing Director HubSpot, EMEA @searchbrat Mark Walker Content & Social Manager Eventbrite @EventbriteUK

Lets face it Events are
so “in” right now! #EventsRule

We know, we surveyed a
lot of event attendees We know, we surveyed a lot of event attendees. #EventsRul e

“84% of attendees say attending
events is an important part of their job” #EventsRul e Source: HubSpot & Eventbrite Survey 2014

#EventsRul e “With 79% going
to events to learn.” Source: HubSpot & Eventbrite Survey 2014

So why are event organisers
struggling to increase their attendance? #EventsRul e

“65% of marketers have not
been able to increase their event attendance #EventsRul e rates from last year.” Source: HubSpot & Eventbrite Survey 2014

The State of Event Marketing,
2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule

We have some theories #EventsRul
e

based on a lot of
data crunching! #EventsRul e

Your Event Marketing needs an
update! #EventsRul e

Your new Events Marketing 1
Create your Event Personas 2 Drive Registrants with Inbound Marketing 3 Optimis2e your Events Page 4 Create Engagement with Social Media #EventsRul e

CREATE YOUR EVENT PERSONAS. #EventsRul
e

The best way to burn
your events budget? #EventsRule

Have people in the room
who are only interested in the coffee. #EventsRul e

Create a clear goal for
your event 1 Customer appreciation event? 2 Lead generation event? 3 Brand a2wareness event? #EventsRul e 4 Educational?

Then create an Event persona
that maps to your target audience. #EventsRule

#EventsRul e “47% of the
event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014

#EventsRul e “47% of the
event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014

#EventsRule MARKETING MARY • Professional
marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO

Use custom questions in registration
forms. #EventsRule

Make sure the content at
your event is going to be relevant to their goals. #EventsRul e

DRIVE REGISTRANTS WITH INBOUND MARKETING.
#EventsRul e

Email doesn’t need to be
your entire promotion plan. #EventsRul e

Event organisers are usually sitting
on a treasure chest of content. #EventsRul e

You can use it to
attract people towards #EventsRul e your event.

Create videos with speakers to
announce their sessions. #EventsRul e

Or do something a little
more creative that results in great content. #EventsRul e

Interview your speakers and create
blog posts from their answers. #EventsRul e

Ask a speaker can you
post a video from a previous talk of theirs. #EventsRul e

Ask your speakers to blog
about their session. #EventsRul e

It doesn’t even need to
be on their own blog. #EventsRul e

#EventsRule Why not amplify that
content? #EventsRule

Facebook News Feed Versus Right
hand side ads #EventsRul e

On Twitter you can target
people who are “like” your speakers followers. #EventsRule

LinkedIn has really exact targeting
but a high CPC. #EventsRule

We haven’t forgotten about email!
#EventsRul e

Personalisation based on industry #EventsRul
e List the benefits/what they get Clear CTA Make it easy to share on social Signed off by a real person

OPTIMISE YOUR
EVENTS PAGE.
#EventsRule

Once you’ve got them to
the registration page, don’t lose them. #EventsRul e

Make your event page stand
out and optimise it with the right kind of information. #EventsRule

Even better, include video testimonials
of past event attendees saying how awesome the event is! #EventsRule

CREATE ENGAGEMENT WITH SOCIAL MEDIA.
#EventsRule

“61% of marketers find social
media their most cost-effective channel for promoting events.” Source: HubSpot & Eventbrite Survey 2014 #EventsRule

Every share of an Eventbrite
event is worth £2.41 in incremental revenue for that event. Source: Eventbrite Report. Get the report here #EventsRule

Here is how you can
get some of that revenue. #EventsRule

The hashtag is really important
and should be short, snappy, and relevant. #EventsRule

Use the hashtag for all
relevant content being used to promote the event. #EventsRule

Provide a social promotion pack
(lazy tweet, images) for your speakers to promote. #EventsRule

Include the hashtag on all
speaker decks. Then add all presenter decks to SlideShare after the event with the hashtag. #EventsRule

Add social streams to your
event page to show people talking about your event. #EventsRule

Integrate social media into your
registration process (share on sign up) #EventsRule

Your new Events Playbook 1
Create your Event Personas 2 Drive Registrants with Inbound Marketing 3 Optimis2e your Events Page 4 Create Engagement with Social Media #EventsRule

QUESTIONS?
#EventsRul
e

THANK YOU.