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Constant Contact Toolkit - Events and Promotion

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Increase & reward loyalty while driving new customers to your door.

This presentation provides a deeper look into the place that events hold as a marketing tool, provide some best practices around promoting the event and go in-depth into best practices for online registration for events. At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. One important campaign type that many nonprofits and small businesses have used, but would like to learn more about, revolves around Events. When you run an event you want to make sure that you leave ample time for the promotional activities that will drive your registrations, and you want to create and provide an optimal online registration experience. If you have run events or are considering running events, and you’d like to build on your knowledge of these two important elements of running a successful event, this session is for you.


Attendees of this presentation will learn:

Types of events (more than just fundraisers), goals for events, a quick note on charging or not and events as part of the Engagement Marketing cycle
Promoting the event (with a sample promotional schedule and activities)
Making the most of an online registration tool, with best practices focused on what information to ask for on registration form, social proof, payment/donation options, etc.
Post-event actions, including review of stats and social activity and sending out a survey
Please note: this session will not be addressing best practices around event planning topics like venue selection, planning event entertainment or dining options, running fundraising activities like live or silent auctions, etc. It is focused on helping the audience promote their event and streamline the online registration process.

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Constant Contact Toolkit - Events and Promotion

  1. 1. Campaigns That Drive Action: Events and Online Registration © 2014
  2. 2. Frithjof Petscheleit Accredited Local Expert, Constant Contact 2 frith@bluebirdbc.com facebook.com/BusinessBlueBird @BlueBirdBC
  3. 3. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 3 Newsletters & Announcements Feedback & Surveys
  4. 4. 4 Agenda Types of events Why run an event? Event promotion Online registration – why bother? Post-event actions & follow-up (survey!) Next steps
  5. 5. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  6. 6. 6 marketing Types of events At its core, marketing is about eliciting a physical and measureable response
  7. 7. Pull response Types of events 7 What are campaigns? Push content
  8. 8. Pull registrations Types of events 8 What are campaigns? Push invitations
  9. 9. Types of events 9 Seminars and lectures Workshops and classes Social and networking Conferences Fundraisers and galas
  10. 10. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  11. 11. 11 Why run one? What’s your goal? Raise money or drive purchases Create engagement Celebrate milestones Reward loyalty Grow your list Educate
  12. 12. 10.04% 0.01% Other Location Cost 200,000 RSVPs x .01% = 20 12 Why run one? To charge or not… 50.50% 29.00% Date/time conflict Don’t be afraid to charge for your event!
  13. 13. A note about engagement… ENTICE to stay in touch 13 ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
  14. 14. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  15. 15. Save the date! Allow time for planning, booking travel, donations, etc… 15 Promotion Timing matters Create buzz (5-6 weeks out) Increase registration (3-4 weeks out) Maximize attendance (2 weeks out to event date)
  16. 16. 16 Promotion Timing matters Create buzz (5-6 weeks out) Leverage your newsletter
  17. 17. 17 Promotion Timing matters Create buzz (5-6 weeks out) Leverage your newsletter Feature event info on website
  18. 18. Event directories Events in America Local paper Local event calendars Co-marketing 18 Promotion Timing matters Create buzz (5-6 weeks out) Leverage your newsletter Feature event info on website List your event publicly
  19. 19. 19 Promotion Communication schedule Increase registration (3-4 weeks out)
  20. 20. Registration form Event homepage Invitations: paper and email Social media posts & sharing Facebook events app 20 Promotion Communication schedule Increase registration (3-4 weeks out)
  21. 21. 21 Promotion Communication schedule Maximize attendance (2 weeks out to event date)
  22. 22. Send email reminders Provide tickets or confirmation Reminder on event website or homepage Updates and reminders on social media 22 Promotion Communication schedule Maximize attendance (2 weeks out to event date)
  23. 23. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  24. 24. Offline Paper 39% % Excel & other spreadsheets 37% Phone Outlook and other email 25% 23% Postal service 12% 12% Fax or “no response given” 6% Other
  25. 25. Registration “Online” registration % Guest information Meal requests Event fees Communications
  26. 26. Easier. SelRl iSteAVmvPPassa,i laytarnmabdclee knd te2dsco4lni/n7aetisons 26 Registration Information all in one place
  27. 27. The more it’s used… 50% Registration Percentage of invitees (who received paper invites) that want to register online 27
  28. 28. 28 Registration Keep it simple: invitation The subject line matters! Logo or simple graphics Event details Compelling message, why to attend
  29. 29. 29 Registration No kitchen sinks (please!) 14Separate pieces of information requested
  30. 30. 30 Registration Do they know it’s you?
  31. 31. Logo or simple graphics Brief 31 Registration Keep it simple: registration page Event details Event name description of event Simple form fields Presentation Design Workshop Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!
  32. 32. Monitor Communicate meal options, about clothing openings, sizes/quantity, Plan/adjust event finances 32 Registration 1: What should you collect? Bringing guests? Demographics Time/session requested Event specific information Payment method PlanP/laadnj/uasdtj ulosgt issetiactsin, ge notre rmtaoinimtoern ct aopra acuitcytion adjust audience staffing, add/composition remove options
  33. 33. 33 Registration 2: What should you collect? Demographics Bringing guests? Time/session requested Event specific information Payment method Meals, giveaways (size for clothing, etc) What school does your child attend? Food allergies or restrictions Emergency contact information Any special needs
  34. 34. Bad data out 34 Bad data in Open-ended questions
  35. 35. Good data out 35 Good data in
  36. 36. 36 Registration You are the first test subject 1 2 3 “It should only take you ___ minutes to complete your registration.”
  37. 37. 37 Registration You have the information. Now what?
  38. 38. 38 Registration You have the information. Now what? Social proof 1 2 3
  39. 39. 39 Registration Extend the “proof” Presentation Design Workshop
  40. 40. Build new cuGsrtoowm yeor/usru pempoaritle lris rtelationships 40 Registration Think beyond the event Bringing guests? Demographics Time/session requested Event specific information Payment method Improve future event planning and marketing efforts
  41. 41. 41 Registration Payment & donation options matter Check Credit card Online payment solutions Cash Credit card processors Check
  42. 42. 42 Registration Payment & donation options matters Check Credit card Cash Online payment solutions Check Credit card processors
  43. 43. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  44. 44. The most important thing you have to do after the event Say Thank you.
  45. 45. 45 Post-event Review statistics and data Identify shows & no-shows Review revenue or funds raised Segment follow-up lists based on registration questions, activities participated in or behaviors %
  46. 46. 46 Post-event Collect pictures and videos
  47. 47. 47 Post-event Review social media activity Tweets over time
  48. 48. Post-event Get feedback with a survey Satisfaction score Number “very satisfied” Number “somewhat satisfied” Total responses
  49. 49. Post-event Get feedback with a survey Key insights Event venue Time / time of year Food Entertainment Speaking program Interests Demographics Newsletter sign-up
  50. 50. Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
  51. 51. Checklist Invitations & Registration Make sure the host organization is very obvious, not just the logo Place your logo left or center, use a text link Include date/time/location/topic Sign-up link should be most obvious, if not ONLY option, and be above the scroll line Don’t give details that distract from signup
  52. 52. Checklist Reminder Email Reconfirm their registration Note if there is a waitlist or the event is full Describe check-in process, where to park, what to bring, emergency contact information… This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.
  53. 53. Checklist Follow-up email Say “Thank you”!! Include at least one photo from the event! Ask to participate in your survey Ask attendees to post, tweet, comment about their experience Provide links to your social media channels Provide them with sample content – write out some tweets for them Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.
  54. 54. Easier. 54 Next steps Online vs. offline 1 2 3 Easily process RSVPs and collect fees Registration is available 24/7 Collect all of your information in one place
  55. 55. 55 Next steps Collect only what you need 2 SURVEY what you need 1 3 4 Good data in = good data out Promote “social proof” Use data to inform future business decisions 2 SUBMIT 1 Keep it simple, collect only
  56. 56. 56 Next steps Make it easy for them 1 2 3 Look like you! Brand your communications. Payment options matter. Provide more than one! Timing matters… give enough time to plan ahead.
  57. 57. Q&A Strategies for a digital world Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  58. 58. 59
  59. 59. SPECIAL OFFER Sign up for your Constant Contact Account Today • Free Campaign Design($199 value) • Free Initial Account Set-Up( $120) • 30 Minute Consultation • List upload • List segmentation • Free Webinar or Quickstart workshop For Existing Customers • 30 Minute Review of your last campaign($65) • Review content • Review subject • Review results metrics • Discuss possible improvements Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  60. 60. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 61 Newsletters & Announcements Feedback & Surveys
  61. 61. Frithjof Petscheleit BlueBird Business Consulting •Constant Contact Authorized Local Expert http://businessbluebird.com @BlueBirdBC Frith@bluebirdbc.com YOUR PHOTO HERE YOUR LOGO HERE

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