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An Eventful Connection: How to Use Event Marketing to Build Relationships

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President of Albers Communications Group Tom Albers shares tips for making offline and online events part of your overall communications and marketing strategy in 2014.

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An Eventful Connection: How to Use Event Marketing to Build Relationships

  1. 1. An Eventful Connection: Using Event Marketing to Build Relationships To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#.
  2. 2. About Albers Communications Group • Full-service PR, digital marketing and communications agency • Specialize in integrated strategies • Represent clients in all 50 states and Canada • Create national and local market exposure
  3. 3. Today’s Presenter Tom Albers, President • Tom@AlbersCommunications.com • 888.296.2411 x.1
  4. 4. Today’s Topics • • • • • Event objectives Types of events Key elements to an event plan Evaluating your events Questions and discussion
  5. 5. Event Objectives • • • • • • • Increase brand awareness Generate news media exposure Educate/reinforce your expertise Strengthen relationships Attract prospective employees Encourage certain behaviors Create goodwill
  6. 6. Types of Events • Grand openings/business milestones
  7. 7. Types of Events • Educational events/workshops/webinars
  8. 8. Types of Events • Observances
  9. 9. Types of Events • Cause marketing/community service
  10. 10. Types of Events • Awards/recognition
  11. 11. Types of Events • Community engagement
  12. 12. Key Elements of Event Plan • Event Checklist
  13. 13. Key Elements of Event Plan • Budget • Timing • Research other events in your community • Pick best time for media • Audiences • Internal • External
  14. 14. Key Elements of Event Plan • Registration • Photography/videography • Event agenda • • • • Speakers Entertainment AV equipment Food/refreshments
  15. 15. Key Elements of Event Plan • Promotion (before, during and after) • • • • Earned: News media Owned: Email marketing, mailing, website Shared: Social media Paid: Advertising
  16. 16. Evaluating Your Events • • • • • • Attendance Media exposure Website traffic Opt-in database Actions completed Job applications received
  17. 17. Incorporating Technology • • • • • Include QR code on invitations Facilitate on-site registration using iPads Design a smartphone app for your event Use text messaging to interact at event Assign a hash tag (#) to your event
  18. 18. Questions and Discussion

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