WEBINAR: The New Rules of Event Marketing - Sept 2014

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In 2013, Eventbrite processed one billion dollars from one million events across 187 countries. They know all about the good, the bad, and the ugly when it comes to event marketing.

In this webinar we covered how to:

- Drive registrations with content
- Optimise the registration process
- Use social to increase engagement
- Generate awareness post-event

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WEBINAR: The New Rules of Event Marketing - Sept 2014

  1. THE NEW RULES OF EVENT MARKETING. KIERAN FLANAGAN & MARK WALKER
  2. 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.
  3. Meet Your Experts Kieran Flanagan Marketing Director HubSpot, EMEA @searchbrat Mark Walker Content & Social Manager Eventbrite @EventbriteUK
  4. Lets face it Events are so “in” right now! #EventsRule
  5. We know, we surveyed a lot of event attendees We know, we surveyed a lot of event attendees. #EventsRul e
  6. “84% of attendees say attending events is an important part of their job” #EventsRul e Source: HubSpot & Eventbrite Survey 2014
  7. #EventsRul e “With 79% going to events to learn.” Source: HubSpot & Eventbrite Survey 2014
  8. So why are event organisers struggling to increase their attendance? #EventsRul e
  9. “65% of marketers have not been able to increase their event attendance #EventsRul e rates from last year.” Source: HubSpot & Eventbrite Survey 2014
  10. The State of Event Marketing, 2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule
  11. We have some theories #EventsRul e
  12. based on a lot of data crunching! #EventsRul e
  13. Your Event Marketing needs an update! #EventsRul e
  14. 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
  15. CREATE YOUR EVENT PERSONAS. #EventsRul e
  16. The best way to burn your events budget? #EventsRule
  17. Have people in the room who are only interested in the coffee. #EventsRul e
  18. Create a clear goal for your event 1 Customer appreciation event? 2 Lead generation event? 3 Brand a2wareness event? #EventsRul e 4 Educational?
  19. Then create an Event persona that maps to your target audience. #EventsRule
  20. #EventsRul e “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014
  21. #EventsRul e “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014
  22. #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
  23. Use custom questions in registration forms. #EventsRule
  24. Make sure the content at your event is going to be relevant to their goals. #EventsRul e
  25. DRIVE REGISTRANTS WITH INBOUND MARKETING. #EventsRul e
  26. Email doesn’t need to be your entire promotion plan. #EventsRul e
  27. Event organisers are usually sitting on a treasure chest of content. #EventsRul e
  28. You can use it to attract people towards #EventsRul e your event.
  29. Create videos with speakers to announce their sessions. #EventsRul e
  30. Or do something a little more creative that results in great content. #EventsRul e
  31. Interview your speakers and create blog posts from their answers. #EventsRul e
  32. Ask a speaker can you post a video from a previous talk of theirs. #EventsRul e
  33. Ask your speakers to blog about their session. #EventsRul e
  34. It doesn’t even need to be on their own blog. #EventsRul e
  35. #EventsRule Why not amplify that content? #EventsRule
  36. Facebook News Feed Versus Right hand side ads #EventsRul e
  37. On Twitter you can target people who are “like” your speakers followers. #EventsRule
  38. LinkedIn has really exact targeting but a high CPC. #EventsRule
  39. We haven’t forgotten about email! #EventsRul e
  40. 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
  41. OPTIMISE YOUR EVENTS PAGE. #EventsRule
  42. Once you’ve got them to the registration page, don’t lose them. #EventsRul e
  43. Make your event page stand out and optimise it with the right kind of information. #EventsRule
  44. Even better, include video testimonials of past event attendees saying how awesome the event is! #EventsRule
  45. CREATE ENGAGEMENT WITH SOCIAL MEDIA. #EventsRule
  46. “61% of marketers find social media their most cost-effective channel for promoting events.” Source: HubSpot & Eventbrite Survey 2014 #EventsRule
  47. Every share of an Eventbrite event is worth £2.41 in incremental revenue for that event. Source: Eventbrite Report. Get the report here #EventsRule
  48. Here is how you can get some of that revenue. #EventsRule
  49. The hashtag is really important and should be short, snappy, and relevant. #EventsRule
  50. Use the hashtag for all relevant content being used to promote the event. #EventsRule
  51. Provide a social promotion pack (lazy tweet, images) for your speakers to promote. #EventsRule
  52. Include the hashtag on all speaker decks. Then add all presenter decks to SlideShare after the event with the hashtag. #EventsRule
  53. Add social streams to your event page to show people talking about your event. #EventsRule
  54. Integrate social media into your registration process (share on sign up) #EventsRule
  55. 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
  56. QUESTIONS? #EventsRul e
  57. THANK YOU.

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