Diversifying Tactics to Strengthen Your Event Marketing Plan


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  • Holy trinity
  • summarize
  • Content marketing
  • KH
  • Jonathan Copulsky is the Global Chief Marketing Officer for Deloitte Consulting’s Strategy and Operations practice and the author of Brand Resilience, Managing Risk and Recovery in a High-Speed World.Military analogies are nothing new to the business world but Copulsky writes and speaks about brand management via counterinsurgency strategy.His three ingredients for engaging the troops and maintaining a unified front are:A clear mission that links to the cause. Share show wins & nfo with stakeholdersOutreach: internal & externalTrade show organizers should “that’s not my job” we’re all event pros
  • Or as Lee Wood referred to them last night – the Holy Trinity
  • Contestants had to: Post a picture of something yummy you’ve made, baked, cooked, decorated, etc. and describe it in a Haiku. Line1: 5 Syllables Line 2: 7 Syllables Line 3: 5 SyllablesWe partnered with an industry publisher for this so the winner was featured in Dessert Professional magazine. It helped grow our FB page from about 40 likes to almost 1000. (OK, JC, you might remember the actual numbers, etc. better). It was a good way to build up a community in a short period of time. 
  • WinnerUses visual aspect of the wall, built a community.Baking instructor at a college, shared with relevant network. Linda’s point last night about not only making sure sites are updated /content rich but building a following as well.Also cross pollination from social media to traditional print outlet
  • Create a community, leverage your current community OR leverage a partner community for mutual benefit. Strengths are pre and post event.Attendee using affiliated textile trade show groups for suggestions of exhibitors to visit.Texworld USA group.Heimtextil attendee asking who will be there. I’m happy – activity in my group within our corporate suite of shows. Exhibitor gets to promote their booth to 750 members – this is a niche show with attendance of 3,000
  • Example of a DON’T: Influential buyer, blogger, apparel industry evangelist Mercedes Gonzalez telling Sourcing at MAGIC people she’ll be in LA for the textile show, but isn’t promoting @LATextile… maybe too early, but…We’ll come back to Mercedes later
  • (share or join links on everything)(monitoring tool)
  • pre-, at-event and post-show. Much of this can be anticipated, such as increased registration inquiries just prior to the expiration of the early bird deadline.-some anticipated, what will be monitored, not-which platforms will be focused on-drive traffic onsite: NAMM re: crowd control
  • Thx Charlene LiFlow of information – like an escalation policy-Have the most relevant person get back to them-Show account to indy-Indy to indy-Indy to show account
  • From flow of info;No SM policy phone book – not an excuse to avoid engaging.-use real name, listing show/association affiliations, view are your own, commitment to turning problems or easily fixable mistakes into opportunitiesWhen Microsoft first embraced blogging, for example, they decided to let any employee blog.
They had an informal blogging policy that consisted of just two rules: “Remember the confidentiality agreement you signed when you became employed here,” and “Be smart.”-Messe Frankfurt, we trust in the sense & sensibililty of our employessNow, in response to demand – are creating a netiquette/dos & don’ts document
  • Invite people to join the lists, curated stream on an ongoing basis, not just during an event when # will be hot-use Linked in to search companies, groups, etc-used Linked in to verify CRM
  • Contests like the one from all things baking are a lot of work. The Couture Show – fine jewelry show by Nielsen Expositions is doing one right now to engage exhibitors and attendees by asking about what they’re packing.Getting more mileage by posting screen shots on facebook
  • -saw the shot from the couture show, bringing the hashtag over. Take every chance to make people aware of it.Healthcare Information and Management Systems Society
  • I have fleshed out the hub & spoke model here with various departments – each org is different. Also, you may or may not know that we are the marketing agency for Pivot, an innovative social media conference in NY. We want to stay focused on examples & best practices that can apply to a variety of shows.The decentralized social media model provides opportunity for all departments to be involved. If the idea of everyone being involved raises red flags for you, let me quell your fears by assuring you, they already are.With this in mind, let’s explore some opportunities for various departments and individuals to own the mission.
  • @davidaudrainBuy in, moral improve performance-not all members in social media, can use them is same capacity as press release
  • @BioEricMShould be as recognizable as marketing people-join groups, like, reply to posts-vet those leads
  • Japan External Trade OrgLike my former employer, Messe Frankfurt, you may have a network of employees around the world, or some appointed agents. While these troops may not be permanent employees, they are definitely part of the mission. Share: name, dates of show, title, contact info – share official coms, retweet show account
  • Anyone here from Freeman?Survey or tweets, some of feedback or comments are operations issues. Doesn’t matter how great the marketing is if it was impossible to get a coffee in the building before noon.Will touch on this re: flow of info, but have someone get back to them
  • Posts being Content driven3 different examples: simple announcement. Next two speak to why do you @reply? Instead of direct messaging or potentially taking it offline? Because more people might be interested in the infoMy Texworld USA fb wall story re: flow of information and having the most appropriate person reply. Fix it right the first time;John Gallagher – don’t mess with people’s money.
  • Most content rich people or depts. Not only participate in show groups but industry groups as well.Dedicated listening strategy, validate what you’ve been working on, speaker ideas*efficiency
  • Attendee relations –pret-a-porter, Who’s Next ParisSteven Deru – head of VIP buyer relations - discover new brands- discover and recruit new shops- follow the market (competitors, market studies...)It is very important for us in order to stick to the market/trends and to have a step forward!! – Linda & I were talking about how quickly this business moves!-Social media as relationship builders. Many of us have scampered around trying to get testimonials/quotes to use in a final report or brochure. Here, it can be positioned as, can we interview you? We’re doing profiles of important community members, people in the industry and publishing them to our blog. Sponsored blog posts with Apparel News – update on the advertorial
  • Central spoke/com management, CTAThanks @smyrnagirl & @carimcleanMeasure their ROI or ROO – increase traffic to websiteThat sustained outreach we talked about – Jen./healthcare blogger excited, buy inCustomer service/admin: no spoke - invaluable part of the follow up that keeps your community members and brand evangelists enchanted. Not in the that’s’ not my job business
  • Exercise
  • Provide exhibitors, vendors, speakers with tools
  • ROI vs. ROO-Journalists to tweet?People to check in, increase site to traffic, trackable registrations = paid web bannersShare your results internally and with stakeholders to increase ownership and results
  • Diversifying Tactics to Strengthen Your Event Marketing Plan

    1. 1. Diversifying Tactics to Strengthen Your Event Marketing PlanAlex d’Archangelo, Marketing Design Group
    2. 2. What we’ll discuss Developing an effective social media campaign Media: favorites & new platforms Tactics & tools: pre-, onsite and post-event Decentralizing to meet objectives To-do for next show cycle
    3. 3. Hello, my name is Alex• Sr. Account Executive & Social Media Strategist at Marketing Design Group• Formerly with show organizer Messe Frankfurt, Inc.• Over 10 years of experience promoting & producing events in Canada, the U.S. & France• Background in textiles, apparel & fa-fa-fashion• Tweet me! @adarchan #MDGlive
    4. 4. What about you? Your name & affiliation How long you’ve been in the industry What social media channels you’re using personally and professionally #MDGlive
    5. 5. What is the driving force between B2B event marketing strategy?
    6. 6. CentralizedAbout Various show units feed information to the communications department (marketing, PR, social media) The marketing department manages strategy and execution with very little collaborationAdvantages Consistency in messaging No real need for policy and guidelines Good for a consistent customer experience/ rapid responseDisadvantages Appears inauthentic Too focused on sales and marketing messages Fewer people are empowered and therefore opportunities are lost #MDGlive
    7. 7. DecentralizedAbout The middle hub is still the communications department (marketing, PR, social media), but has a different role. The show units are given individual freedom to establish strategy and executionAdvantages Allows social media to develop under umbrella of best practices Allows you to tap into your entire team Is authenticDisadvantages The brand message is less consistent Requires framework and guidelines, social media training Collaborative work culture must develop #MDGlive
    8. 8. Engaging the troops 3 Critical Elements • A clear mission that links to the cause • Purposeful & sustained outreach program • Troops must own the mission • (@Jcopulsky) #MDGlive
    9. 9. Media: the big 3
    10. 10. Facebook #MDGlive
    11. 11. Facebook
    12. 12. LinkedIn #MDGlive
    13. 13. Twitter #MDGlive
    14. 14. Tools Links & icons Dashboard Content Calendar Plan for monitoring, responding Policy? #MDGlive
    15. 15. Links & icons• Add to calendar – please!• Join links• Share links #MDGlive
    16. 16. Dashboards• Listening• Efficiency #MDGlive
    17. 17. Content calendar• Thanks www.theloudfew.com• Can be used internally and with external stakeholders #MDGlive
    18. 18. Flow of information• Thanks to @CharleneLi #MDGlive
    19. 19. Sandbox Covenant• Described in Open Leadership, by Charlene Li (@CharleneLi)• Clearly defined boundaries and agreed upon rules make it a safe place to play• How big will the sandbox be? What would you like to accomplish?• Covenant vs. policy or contract #MDGlive
    20. 20. Tactics Lead generation/list building Repurposing content #Hashtag Decentralized engagement #MDGlive
    21. 21. Lead generation/list building• List of 500 HIMSS12 exhibitors & attendees #MDGlive
    22. 22. Repurposing content• @Couture_jeweler’s “First #Packing twitter Contest” photo album on facebook• Repurpose from other social networks• Repurpose from other channels #MDGlive
    23. 23. #Hashtag• On Twitter & other social networks• On your print pieces• LIVE on signage, show directory #MDGlive
    24. 24. #MDGlive
    25. 25. Executive / Manager
    26. 26. Sales#MDGlive
    27. 27. International #MDGlive
    28. 28. Operations #MDGlive
    29. 29. Registration #MDGlive
    30. 30. Education/Conference #MDGlive
    31. 31. Attendee Relations #MDGlive
    32. 32. Attendee Relations• Back to @MercedesGPC• @TexworldUSA was listening and embraced the opportunity to surprise and delight an attendee• Turned an influencer into an evangelist• Continues to attend, bring buyers & customers and speaks to standing room only audiences at the show #MDGlive
    33. 33. Marketing@carimclean@smyrnagirl #MDGlive
    34. 34. #MDGlive
    35. 35. What’s new? How to integrate new channels Share same content across several platforms Timeline/calendar for content Decentralize Create ambassador programs and leverage your Partners in Promotion #MDGlive
    36. 36. Partners in Promotion• Provide speakers, exhibitors, vendors with the tools to promote your show to their audiences across their platforms #MDGlive
    37. 37. Build Your Brand #Hashtag Position a spokesperson Join the conversation. Or #CreateOne #MDGlive
    38. 38. #textiletuesday• A weekly chat #hashtag for textile community – apparel through technical textiles• Created opportunity to share more industry and show news #MDGlive
    39. 39. Generate leads Sales & Education listening too Reconcile online community with CRM via registration & survey questions List building #MDGlive
    40. 40. Effectively using social media onsite  Manage expectations: what will be monitored  Have a plan: who is doing what?  Twitter: the most bang for your buck #MDGlive
    41. 41.  Geolocation check-inAt-event  Photo-ops  Listen, respond, share – real time!  Be helpful: pre-schedule housekeeping tweets  Live microblog education  Online & offline #MDGlive
    42. 42. Social media listening & engagement  Set preferences to notify you of new mentions  Google alerts  Socialmention.com  Dashboards  Mobile apps/dashboards for monitoring onsite #MDGlive
    43. 43. Metrics: where to start? Followers/community members Monitor for mentions Use of #hashtag Relationship to website traffic Are your customers your community members & vice versa #MDGlive
    44. 44. Metrics@carimclean@smyrnagirl #MDGlive
    45. 45. What’s New? Tablets: facilitate gathering data onsite & make apps more accessible Facebook timeline for brand pages Pinterest & Instagram Storify Wireless everywhere Image source: http://bit.ly/yBfLJz #MDGlive
    46. 46. I want it now Easy schedule app: Sched.org Free online show daily: Paper.li How to change your fb page for timeline? http://on.fb.me/lwuNYl Free social media dashboard: http://bit.ly/zsOPIu Subscribe to MDG Inner Circle: http://www.marketingdesigngroup.com/inner-circle/ #MDGlive
    47. 47. TO-DO for your next event Sales people should be as easy to connect with as marketing people 3Cs (Create a Content Calendar) Make it easier for stakeholders to promote your event – Partners in Promotion you forget everything else)  (or what to remember if #MDGlive
    48. 48. Diversifying Tactics to Strengthen Your Event Marketing PlanAlex d’Archangelo, Marketing Design Group