simple strategies for
better event marketing

© 2013
April Heavens- Woodcock
Chief Buzz Officer
Touching Clients
Authorized Local Expert with Constant
Contact

awoodcock@touch...
3

© 2013
today’s agenda
• the real power of event marketing
• get them to…
– sign up
– speak up

– show up
• make sure you

follow ...
at its core, marketing is about
eliciting a physical and measureable

RESPONSE

5

© 2013
MARKETING HAS CHANGED
traditional marketing

new marketing

find

find

convert
keep

convert

keep

“Flip The Funnel: Ret...
reach past
your own list

8

© 2013
today’s agenda
• the real power of event marketing
• get them to…
– sign up
– speak up

– show up
• make sure you

follow ...
the invitation
• paper vs. email?
• simple graphics
• include ALL the basics
• write a compelling
message
• anticipate que...
{checklist} INVITATION
 make sure the host organization is very obvious,

not just the logo
 offer date/time/location/to...
WHO should you invite?
WHERE will you post
event info online?

WHEN should you time your
announcements and invites?

WHAT ...
if you HAVE an event webpage…

include all
basic event
info

focus on
registrations

13

integrate
social media

different...
if you DON’T HAVE an
event webpage

use online
registration

14

offer printable
registration

© 2013
shameless plug
event home page

15

event invitation
event registration

© 2013
registration pointers
• collect attendee data
• do not ask too many questions
• if you charge a fee, try to collect on the...
today’s agenda
• the real power of event marketing
• get them to…
– sign up
– speak up

– show up
• make sure you

follow ...
encourage them to SPEAK UP
• drive pre-event build-up and promotion
• make it easy to share and forward info
• encourage a...
encourage them to SPEAK UP
pre- and post-event surveys
• ask what they want and expect
• listen and respond
• announce cha...
encourage them to SPEAK UP
pre- and post-event surveys

20

© 2013
today’s agenda
• the real power of event marketing
• get them to…
– sign up
– speak up

– show up
• make sure you

follow ...
get them to SHOW UP
• what is attrition?
• how do I avoid it?
• so, what do I do?

22

© 2013
{checklist} REMINDER EMAIL
 use a first name again
 reconfirm their registration
 if there is a waitlist or the event i...
two simple strategies
for growth
1.

start with smaller
venues & and sell out

2.

do not post two of the
same event at on...
two simple strategies
for growth
1.

start with smaller
venues & and sell out

2.

do not post two of the
same event at on...
today’s agenda
• the real power of event marketing
• get them to…
– sign up
– speak up

– show up
• make sure you

follow ...
{checklist} FOLLOW-UP
 use a first name again
 include at least one photo from the event!
 provide incentive to partici...
some final points:
something will go wrong
accept it and move on

28

© 2013
some final points:
you can do this!
keep it simple!

29

© 2013
some final points:
help is available
• free classes and webinars
www.constantcontact.com/learning-center
www.constantconta...
Q&A

(AND PLEASE TAKE A MOMENT
TO FILL OUT YOUR FORM!)

want more help?

CALL A COACH

dnations@constantcontact.com

faceb...
work flow – example with Event Homepage

invitation
registration

homepage

35

© 2013
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  • So, we’re here to talk about eventmarketing. What is marketing?[click to build] At it’s core, marketing is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, or COME TO YOUR EVENT. That’s what’s at the core of marketing, and what is essential to the idea of marketing your business, your organization or your event.[click to next slide]
  • It’s not so much about the people on your list, it’s more about reaching the people on THEIR list. Make sure you are telling people to pick up the megaphone by clicking share and forwarding the invite or announcements, use the share bar and the forward to a friend link tool and ask….. Ask and they will click. Put the button next to the ask.
  • paper vs. email - or both ?use simple graphicsinclude ALL the basicswrite a compelling messageanticipate questions, like: can they bring a friend? will parking be validated? should I bring my invitation with me? etc.be recognizable: combine the organization’s name with a person’s name when possible…improve your chances of the invitation being opened
  • make host obviousinclude specificsmake signup prominentfocus on getting signups
  • include all the basic event infotry to put it in the same spot on every page if multiple pagesuse apps and links to integrate social media“like us on Facebook for a discount”Twitter hashtags and YouTube Videosdo not give too many choices, focus on registrationhosting multiple eventstake special care to make it easy to tell them apart
  • use online registration anyway, if possibleyou can at least create a PDF documentlink from your website, easily shared by emailuse all the same rules as a webpage, less is more
  • collect attendee datause for reminders, changes & follow uphow you ask is as important as what you askdo not ask too many questions free and low cost events – no more than 5 questionsbigger events – no more than 10 questionsif you charge fee, collect on the spotPaypal, Google checkout… you don’t want to make them come back to paymake sure a confirmation email goes out ASAP
  • social media is the most obvious outletdrive pre-event build-up and promotionmake it easy to share and forward infoencourage activity during the event…Anyone Tweeting Right Now?“Twitterfall” or Twitter Feedsand don’t forget post-event…comments, “thank you’s” and photos
  • what is attrition?no shows“hotel attrition” is different…how do I avoid it?you don’t, reallyso, what do I do?you learn to manage it and plan around itweather is a major factor – both rain and shine a reminder email helps - a lot
  • make host obviousinclude specificsmake signup prominentfocus on getting signups
  • start with smaller venues & and sell outhave a waitlist readyaim high but not too highpre-fill your next event with waitlisters!do not post two of the same event at onceunless in different locations, or for a different audiencefocus on filling the next eventexception: membership meetings & weekly/monthly events
  • start with smaller venues & and sell outhave a waitlist readyaim high but not too highpre-fill your next event with waitlisters!do not post two of the same event at onceunless in different locations, or for a different audiencefocus on filling the next eventexception: membership meetings & weekly/monthly events
  • use this slide if you need a “sign up for a trial” CTA
  • for transition to demo
  • Event spot final_011813

    1. 1. simple strategies for better event marketing © 2013
    2. 2. April Heavens- Woodcock Chief Buzz Officer Touching Clients Authorized Local Expert with Constant Contact awoodcock@touchingclients facebook.com/touchingclients.com twitter: @touchingclients © 2013
    3. 3. 3 © 2013
    4. 4. today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2013
    5. 5. at its core, marketing is about eliciting a physical and measureable RESPONSE 5 © 2013
    6. 6. MARKETING HAS CHANGED traditional marketing new marketing find find convert keep convert keep “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice) 7 © 2013
    7. 7. reach past your own list 8 © 2013
    8. 8. today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2013
    9. 9. the invitation • paper vs. email? • simple graphics • include ALL the basics • write a compelling message • anticipate questions • be recognizable 10 © 2013
    10. 10. {checklist} INVITATION  make sure the host organization is very obvious, not just the logo  offer date/time/location/topic  sign-up link should be most obvious, if not ONLY option, and be above the scroll line  place left or center, not right use a text link  don’t give details that distract from signup 11 © 2013
    11. 11. WHO should you invite? WHERE will you post event info online? WHEN should you time your announcements and invites? WHAT does success look like? How will you measure it? 12 © 2013
    12. 12. if you HAVE an event webpage… include all basic event info focus on registrations 13 integrate social media different events? make it easy to tell multiple events apart © 2013
    13. 13. if you DON’T HAVE an event webpage use online registration 14 offer printable registration © 2013
    14. 14. shameless plug event home page 15 event invitation event registration © 2013
    15. 15. registration pointers • collect attendee data • do not ask too many questions • if you charge a fee, try to collect on the spot • make sure a confirmation email goes out ASAP 16 © 2013
    16. 16. today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2013
    17. 17. encourage them to SPEAK UP • drive pre-event build-up and promotion • make it easy to share and forward info • encourage activity during the event… • don’t forget post-event… 18 © 2013
    18. 18. encourage them to SPEAK UP pre- and post-event surveys • ask what they want and expect • listen and respond • announce changes • ask immediately and offer incentives to get it 19 © 2013
    19. 19. encourage them to SPEAK UP pre- and post-event surveys 20 © 2013
    20. 20. today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2013
    21. 21. get them to SHOW UP • what is attrition? • how do I avoid it? • so, what do I do? 22 © 2013
    22. 22. {checklist} REMINDER EMAIL  use a first name again  reconfirm their registration  if there is a waitlist or the event is full, say so  before 10am, send the day before; after 10am, send the SAME DAY  describe check-in process, where to park, what to bring, emergency contact…  Send a long email (this is the only time I will say this!) 23 © 2013
    23. 23. two simple strategies for growth 1. start with smaller venues & and sell out 2. do not post two of the same event at once 24 © 2013
    24. 24. two simple strategies for growth 1. start with smaller venues & and sell out 2. do not post two of the same event at once 25 © 2013
    25. 25. today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2013
    26. 26. {checklist} FOLLOW-UP  use a first name again  include at least one photo from the event!  provide incentive to participate in a survey  ask people to post, tweet, comment about their experience…  provide them with sample content!  network and regroup on your page!  emphasize the call to action – why did you have the event? 27 © 2013
    27. 27. some final points: something will go wrong accept it and move on 28 © 2013
    28. 28. some final points: you can do this! keep it simple! 29 © 2013
    29. 29. some final points: help is available • free classes and webinars www.constantcontact.com/learning-center www.constantcontact.com/local-learning • Constant Contact blog blogs.constantcontact.com • local partners who love helping small businesses marketplace.constantcontact.com/ServicesSearch 30 © 2013
    30. 30. Q&A (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!) want more help? CALL A COACH dnations@constantcontact.com facebook.com/dnations twitter: @dnations #EventSpot toll-free: 855-261-1978 © 2013
    31. 31. work flow – example with Event Homepage invitation registration homepage 35 © 2013

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