How to Amplify Your Brand Events With Snapchat Geofilters
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Learn best practices for marketing your events and engaging attendees with Snapchat geofilters. You'll come away with a ton of great ideas you can immediately apply to your own events. Topics include: • Creating the perfect geofilter for your event • Getting people to share your event's most memorable moments • Measuring the impact of geofilters
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How to Amplify Your Brand Events With Snapchat Geofilters
- 1. Ben Hindman CEO Splash Dan Grossman Vice President, Platform Partnerships VaynerMedia How to amplify your event experience through the eyes of attendees Brand Events & Snapchat Geofilters
- 2. Nice to meet you! BEN HINDMAN CEO, SPLASH DIR EVENTS, THRILLIST (’09-’12) CO-FOUNDER, SUMMIT SERIES (’08-’09) DAN GROSSMAN VP PLATFORM PARTNERSHIPS, VAYNERMEDIA CO- FOUNDER, CHROMED DGROBENNYDOTEVENTS
- 3. Special thanks to my snap-experts!
- 4. 1.35+ Geofilter designs ideas your attendees will actually use. 2.A digital playbook & check-list you can use to promote your Geofilters. 3. Best practices for ordering Geofilters online (how to avoid pitfalls). 4. A planning template for your marketing budget & goals. In the next 60 minutes, you’ll get:
- 5. Marketing Spend Breakdown Other 18% Events 20% Advertising 28% Marketing Support & Sales Tools 12% Direct Marketing 10% Brand & Content 6% Website 6% As digital grows, brands are investing more in events Total Marketing Spend % Growth Event Marketing Spend % Growth 2014 2014 2015 6.1% 5.4% 3.5%
- 6. say experiential marketing makes them more inclined to purchase. 98% have purchased a brand's product or service after an event. 87% have a more positive opinion about brands and products after an event. 74% - Event Marketing Institute and Mosaic - 2015 EventTrack Study Effective events build relationships that drive business results
- 7. Mindsets Your attendees are absolutely using Snapchat. Snapchat growth & engagement numbers are bananas. Snapchat doesn’t really operate like other social media. If you think about it like you do other social platforms you won’t be successful. As digital grows, it’s more important than ever to build your brand in real life. Results-driven marketing is about building meaningful relationships with your consumers.
- 8. The Snapchat Opportunity It’s still super early to market. 66% of top retailers aren’t on the platform Like in-person marketing, Snapchat is about building meaningful relationships. As an event marketer, we have been waiting for a de-facto real- time attendee engagement tool. It fits in our event budget. :) Snapchat Geofilters require relatively small resources but can have a big impact.
- 9. Its not about the number of impressions Its all about the strength of impression It’s a VERY strong statement to align yourself with this brand… it makes a strong impression on all of their followers. How to think about Snapchat Question: Are there 150 customers that are incredibly important to your business?
- 10. Snapchat 1
- 11. Massive reach High engagement Young Explosive growth 150m daily users 41% nearly half of all 18-34 yr olds in US 10b video views per day 350% increase in video views in past year Snapchat is where people share experiences and discover what friends are up to..
- 12. ..which makes the platform perfect for events. Authentic real-time storytelling, not a premeditated narrative Active quickly consume and jump into experiences Timely makes you feel like a participant Immersive ⅔ of video watched with sound!
- 13. Market through Snapchat Technique: Best for: KPIs: Cost: Discover Channel Media & Publishers Subscribers & Shares Impressions $$$$ Snap Ads CPG & Large retail Impressions $$$$ Branded Lens Movie promotion, restaurants Snaps with lens (+impressions) $$$$ On-Demand Geofilters In-person marketing Snaps with filter (+impressions) $ Snapcode In-person marketing Followers Free
- 14. Geofilters cost Your venue needs ~10 sq. ft. per attendee. An NYC City block is 100,000 Sq. Ft. $5 per 20,000 sq. ft. per hour Pricing is dynamic: Certain locations cost more than others. In our last 3 Splash events, it has cost an average of $120
- 15. Geofilters 2
- 16. Geofilters are the new ‘Check-in’ For your attendees “Check out where I am!” - Dan Grossman Location-specific photo overlays used on Snaps
- 17. Geofilters are the new ‘photo-booth’ You can be pretty darn creative Without increased resources you can add props, messaging, and interactive games. For event marketers Think of it as part of your event experience A built in surprise, just waiting in your pocket you when you pick your head up. Sharing is built in They automatically are sending these to their best friends.
- 19. To get someone to use your filter is a big deal.USES USER GENERATED IMPRESSIONS OTHERS WILL USE IT TOO
- 20. The Golden Rule: “If you make your attendees look cool, you increase the likelihood that they share.” (So design matters)
- 21. Leave buffer zones Avoid borders Tools & specs: Illustrator or Photoshop | Web-optimized, transparent .PNG | 1080p X 1920p (under 300KB) Empty space is good. Cool but wrong Design Guidelines
- 22. 1) Thematically relevant 2) Widely applicable 3) Keep it simple Make it Usable Bad Good Remember: People are often taking picture first. and then choosing filters. Design Guidelines
- 23. It costs $5 to test!!! Photo setting Snap image Geofilter image/ text outlines (strokes) Daytime or bright lighting: Light- colored Dark Nighttime or dark lighting: Dark- colored Light Make it visible Design Guidelines Pro Tip: Gradients help
- 24. What do you want your attendees to say about your brand/experience: Speak in their voice Filters that people like to use:
- 25. Think of it like Madlibs “Don’t Sleep on___” “I got my mind blown at ___” “Raise a glass to ___” “One small step for ____” “____ Does it big!” “check out the ____ I just got” “Check me out! I’m at ____” Fill in the blank Filters that people like to use:
- 26. Give em something creative to draw. Interactive Doodle Filters that people like to use:
- 27. According to our experts, this always works. Talk about the talent Filters that people like to use:
- 28. What’s going on? Make it funny or aspirational Caption the moment Filters that people like to use:
- 29. Use the filter to tell them something they didn’t know Make Announcements Pro Tip: Tell a story with multiple filters. What are the predictable moments? Any promotions? Filters that people like to use:
- 30. remember, it’s the new photo booth Designing a geofilter Give ‘em cues & props
- 31. But only do that if it is one that people rep. When all else fails… Just Throw up the event logo
- 32. 1) Create a Snapchat account 2) Go to Snapchat.com/ondemand 3) Upload your artwork file. 4) Choose your geo-fence & timeframe 5) Submit payment (not charged unless approved 6) Apply gift code: SPLASH10 (Available Sept 6-16) 7) Submit for approval. If not approved you 8) Wait ~24 hours 9) Voila! Buying a Geofilter takes about 5 minutes
- 33. • Location is sold out • Timing (submit well in advance) • No Hashtags • No URLs • Cannot take up whole screen • Anything inappropriate • Cannot mimic the lens. Things that will affect approval Pro Tips: • Plan ahead and Review Snapchat’s brand guidelines • Submit for approval (3 - 4 days before event,) (Some conferences & festivals are blacked out - CES, SXSW, Cannes)
- 34. How to get attendees to use your branded Geofilter 4
- 35. It’s Simple. Put your Snapcode everywhere • Find yours at: snapchat.com/add/[yourusername] • Its like a QR code. People can scan it to follow you. • It is the best way to influence snapchat behavior. This is DMX’s Snapcode Hold your snapchat camera over it to follow him. Trust us. It’s worth it.
- 36. Think of Snapcodes as your “Snapchat batsignal.” • Invitations • Splash page • On-Screen Confirmation • Confirmation email • Reminder email • Sorry you can’t make it email • On the ticket • SMS a digital card upon arrival • Thank you email Digital communications • Gobo Projection • On presentation • Stickers • Flyers • Posters • Lighters • Cups, Coasters & napkins • T-shirts, swag bags Physical Collateral
- 37. Go behind-the-scenes Show the transformation of your event space Mystery promo codes Redeemable for VIP access, drinks, giveaways *Snapcodes and URLs not allowed Preview the fun Use videos of past events to show what’s to come Offer hints Tease surprises guests can look forward to Geofilter design contest Crowdsource your event’s official geofilter Jumpstart usage with anticipation. Repost on FB & IG Snaps on your other social Channels Sneak Peaks Cross Pollinate Incentives
- 38. Model behavior: Snap from your event with the geofilter and cross promote on all social channels. Put up the “Batsignal”: Get people to know you’re on snap with a Snapcode. Promote it on all channels: Put that in all of your digital communications. Follow your attendees Upon RSVP, capture phone number/UN and follow your VIPs. At the event, give ‘em a reason: Give people opportunities to take photos and videos of cool experiences. Remind them again & again Use physical signage and collateral Release more than one Filter Build momentum. The Geofilter playbook :) Screenshot for your recap. and because it makes attendees feel good.
- 39. Filter 1 Type: Event Branding Geofence ~100K sq. ft One city block radius Est. Cost: $60 Est. Uses: 100 Est. Impressions 4000 Start time 6pm 1 hour before event End Time 11pm 1 hour after event ends Filter2 Type: Fun, interactive activity Geofence ~100K sq. ft One city block radius Est. Cost: $24 Est. Uses: 40 Est. Impressions: 1600 Start time 8PM Slightly after event begins End Time 10pm 1 hour after event ends Filter 3 Type: Talent caption Geofence ~100K sq. ft One city block radius Est. Cost: $24 Est. Uses: 40 Est. Impressions: 1600 Start time 9pm when talent goes on End Time 11pm 1 hour after event ends Sample Event Valentines Day Mixer featuring DMX Thursday February 14th, 2017 7pm - 10pm Splash HQ 122 W26th Street, NYC 160 expected attendees # of Attendees / 8 x # of hours # Uses x 40 $12 x # hours 7200180$108 Event Estimations
- 40. • Geofilters are a low cost, high impact way to build authentic relationships with your attendees. • Make your attendees look cool and they will share your brand. • Put your Snapcode everywhere. • Test early and often. To Summarize:
- 42. Thank you! BEN HINDMAN CEO, SPLASH DAN GROSSMAN VP PLATFORM PARTNERSHIPS, VAYNERMEDIA DGROBENNYDOTEVENTS