WEBINAR: The New Rules of Event Marketing - Sept 2014

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 #Events...

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

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 S...

#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: ...

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 Even...

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?
...

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 & Eventbr...

#EventsRule
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Sm...

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 ...

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 & Eventbr...

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

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...

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 Event...