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Developing Innovative Event Marketing Campaigns for Growth <br />Nicola Crossland<br />AMA Events <br />
Event marketing for growth is <br />about the strategy and communications<br />In equal part <br />
Outbound and Inbound marketing <br />is where it is at now<br />
Part 1 – Where to Begin <br />
Part 2 - Communications<br />
Workshop Teams<br />Introduce yourself - name, title, role<br />Appoint a chair person/spokesperson<br />Name the team <br...
Part 1 – Where to Begin <br />
Task 1 <br />Agree the <br />Idea/Type of Event<br />5 minutes<br />
Examples - Type of Event<br />Conference<br />Symposium <br />Roadshow<br />Advisory board<br />Motivational <br />Team bu...
Measurable Objectives<br />600 delegates<br />B/E 500 delegates & $825K<br />80 exhibitors<br />12 stream programme<br />8...
Task 2<br />List top 5 Objectives <br />For Your Event <br />5 minutes<br />
Business Model<br />Facts:  <br />Your event does not work in isolation <br />Commercial events offer good benchmarks<br /...
Event Business Model<br />
Task 3<br />List Top 5<br />Incomes Streams<br />& Areas for Expenditure<br />5 minutes<br />
Business Model – Expenditure<br />
Business Model - Income<br />
The Audience & Segmentation<br />Who are they? <br />Age, gender, industry, title, role?<br />Do they have a segment name ...
The Audience & Segmentation<br />How do they behave?<br />Techno junkies (or not)<br />Linked In? Facebook? Mobile?<br />R...
Go Where They Go<br />With what they read<br />With what they do<br />With what motivates them<br />
Speak to Each and Everyone<br />Talk to them all – more than once<br />In their language <br />In a place they will find i...
Task 4<br />Who Are They?<br />Who Spends Most And Least?<br />During the Break <br />
Part 2 - This Afternoon<br />
Task 4<br />Sketch a Member of Your Target Audience<br />Who Are They?<br />5 minutes<br />
Event Website<br />User Friendly <br />Information RICH and RELEVANT<br />SEO<br />
Task 5<br />Design an Event Website Homepage<br />10 minutes <br />
Event Home Page Content <br />Branding<br />Theme<br />Understand what it is about immediately<br />Key search terms (250 ...
Event Websites We Love <br /><ul><li>http://www.oracle.com/openworld/index.html</li></ul>http://techandebs.ukoug.org/<br /...
Web Technology in Event Marketing<br />
Task 6<br />Technology for Event Promotion <br />You Are Using <br />Brainstorm4 minutes <br />
Event Marketing Technology<br />Outbound<br />Digital Press – personalize what you send<br />PURL a personalised URL – wat...
Event Marketing Technology<br />Inbound<br />Web optimisation<br />Event optimisation<br />
Leveraging Partnerships<br />Intelligent packages<br />that give you increased frequency and reach<br />in return for litt...
Media Partner Example<br />Objectives:<br />To raise awareness with delegates at the event<br />Increase registered number...
Task 7 <br />Create a Sponsor Partner Package <br />5 minutes <br />
Exhibitor Partner Toolkit<br />Promotional Text – paragraph<br />PR advice<br />Marketing overview and advice<br />Invite ...
Banner, logo and buttons Library <br />
Conclusion<br />Apply a measure to quantifiable objectives<br />Check your business model regularly<br />Carry out audienc...
Questions<br />
Thank You <br />To see all team work, email me your address: nicola@amaevents.co.uk<br />http://www.linkedin.com/in/nicola...
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Innovative Event Marketing for Growth july 2011

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Event marketing is both about strategy and communications. The explosion in marketing technology has meant understanding the audience (inbound marketing) and reaching a greater target audience has never been so easy, quick and cost effective.

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Innovative Event Marketing for Growth july 2011

  1. 1. Developing Innovative Event Marketing Campaigns for Growth <br />Nicola Crossland<br />AMA Events <br />
  2. 2. Event marketing for growth is <br />about the strategy and communications<br />In equal part <br />
  3. 3. Outbound and Inbound marketing <br />is where it is at now<br />
  4. 4. Part 1 – Where to Begin <br />
  5. 5. Part 2 - Communications<br />
  6. 6. Workshop Teams<br />Introduce yourself - name, title, role<br />Appoint a chair person/spokesperson<br />Name the team <br />Name yourself <br />5 minutes<br />
  7. 7. Part 1 – Where to Begin <br />
  8. 8. Task 1 <br />Agree the <br />Idea/Type of Event<br />5 minutes<br />
  9. 9. Examples - Type of Event<br />Conference<br />Symposium <br />Roadshow<br />Advisory board<br />Motivational <br />Team building <br />Seminar<br />Festival<br />Party in the park<br />Awards dinner <br />Forum<br />Summit<br />
  10. 10. Measurable Objectives<br />600 delegates<br />B/E 500 delegates & $825K<br />80 exhibitors<br />12 stream programme<br />85% excellent event score <br />Grow 10% year on year<br />
  11. 11. Task 2<br />List top 5 Objectives <br />For Your Event <br />5 minutes<br />
  12. 12. Business Model<br />Facts: <br />Your event does not work in isolation <br />Commercial events offer good benchmarks<br />Don’t forget your objectives <br />Overlook income and spend at your peril<br />
  13. 13. Event Business Model<br />
  14. 14. Task 3<br />List Top 5<br />Incomes Streams<br />& Areas for Expenditure<br />5 minutes<br />
  15. 15. Business Model – Expenditure<br />
  16. 16. Business Model - Income<br />
  17. 17. The Audience & Segmentation<br />Who are they? <br />Age, gender, industry, title, role?<br />Do they have a segment name ieConsultant Cardiologists<br />What do they want? <br />ASK THEM<br />Previous events<br />Questionnaire – website/conference site, E-mail, Linked In, Facebook, Twitter<br />Telephone<br />Newsletter (E-news and paper based)<br />
  18. 18. The Audience & Segmentation<br />How do they behave?<br />Techno junkies (or not)<br />Linked In? Facebook? Mobile?<br />Read?<br />Spend their time how?<br />Loyalty schemes – watch what they buy<br />Who pays most? and least?<br />
  19. 19. Go Where They Go<br />With what they read<br />With what they do<br />With what motivates them<br />
  20. 20. Speak to Each and Everyone<br />Talk to them all – more than once<br />In their language <br />In a place they will find it<br />Advertising benefits<br />Appealing on both a practical and emotional level<br />
  21. 21. Task 4<br />Who Are They?<br />Who Spends Most And Least?<br />During the Break <br />
  22. 22. Part 2 - This Afternoon<br />
  23. 23. Task 4<br />Sketch a Member of Your Target Audience<br />Who Are They?<br />5 minutes<br />
  24. 24.
  25. 25.
  26. 26. Event Website<br />User Friendly <br />Information RICH and RELEVANT<br />SEO<br />
  27. 27. Task 5<br />Design an Event Website Homepage<br />10 minutes <br />
  28. 28. Event Home Page Content <br />Branding<br />Theme<br />Understand what it is about immediately<br />Key search terms (250 words)<br />Messages relevant to your segments – top 3?<br />Pedigree – who is supporting, brands, awards<br />Register now<br />Shared travel - green <br />Recommend a friend<br />Letter to the boss<br />Social media – Blog/Twitter/Facebook/Linked In/Mix<br />Ask the audience<br />Sign-up – news alerts <br />
  29. 29. Event Websites We Love <br /><ul><li>http://www.oracle.com/openworld/index.html</li></ul>http://techandebs.ukoug.org/<br />http://www.microsoft.com/dynamics/dynamicsaxtechnicalconference2011/<br />http://www.vitalitylive.co.uk/<br />http://www.jamieoliver.com/thebigfeastival/<br />
  30. 30. Web Technology in Event Marketing<br />
  31. 31. Task 6<br />Technology for Event Promotion <br />You Are Using <br />Brainstorm4 minutes <br />
  32. 32. Event Marketing Technology<br />Outbound<br />Digital Press – personalize what you send<br />PURL a personalised URL – watch responses of Email and Direct Mail <br />Email Marketing – audience segmentation<br />Event Apps – contact building <br />E-networker – contact sharing <br />RFID – larger audience in real time<br />Issuu & SlideShare – people can visit after the event and share<br />
  33. 33. Event Marketing Technology<br />Inbound<br />Web optimisation<br />Event optimisation<br />
  34. 34. Leveraging Partnerships<br />Intelligent packages<br />that give you increased frequency and reach<br />in return for little or no cost or contribution<br />
  35. 35. Media Partner Example<br />Objectives:<br />To raise awareness with delegates at the event<br />Increase registered numbers <br />Offer<br />Delegates given opportunity to ‘sign up’ as they register<br />Logo on window decals, small stand space, advertised on website, direct mail, in Email campaigns<br />Return<br />Banner advert on home page 3 months prior to event<br />Included in 3 x E-newsletters to @20,000 registered<br />Editorial in two editions with appropriate features<br />Their logo - credibility<br />
  36. 36. Task 7 <br />Create a Sponsor Partner Package <br />5 minutes <br />
  37. 37. Exhibitor Partner Toolkit<br />Promotional Text – paragraph<br />PR advice<br />Marketing overview and advice<br />Invite top 10 customers<br />Invite top 20 prospects<br />Add to website, Email footer, Blog, Tweet, Linked In<br />Join conference group on Linked In<br />Promotions eg:<br />Taking their data and Email through third party<br />Reduced rates for customers <br />Special packages for their customers<br />Banners, buttons, logo, Email templates<br />
  38. 38. Banner, logo and buttons Library <br />
  39. 39. Conclusion<br />Apply a measure to quantifiable objectives<br />Check your business model regularly<br />Carry out audience research – technology can help<br />Create engaging, SEO and connected websites<br />Use both old and new ways – direct mail and invitations still have there place<br />Leverage partnerships – networking is now!<br />
  40. 40. Questions<br />
  41. 41. Thank You <br />To see all team work, email me your address: nicola@amaevents.co.uk<br />http://www.linkedin.com/in/nicolacrossland<br />www.amaevents.co.uk<br />

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