Multi-Touchpoint Event Marketing Presented at PCMA's 2014 Convening Leaders Conference

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Suzanne Carawan, CMO of HighRoad Solution, gave this presentation at the 2014 PCMA Convening Leaders annual meeting held in Boston, MA. Focusing on customer experience, the presentation provides a framework for building your own event marketing plan based on user-centric design principles. The presentation focuses on using digital techniques to better market your event pre-during and post-live event. Hi

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Multi-Touchpoint Event Marketing Presented at PCMA's 2014 Convening Leaders Conference

  1. 1. MULTI-TOUCHPOINT EVENT MARKETING BLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT Suzanne Carawan, High Road Solution
  2. 2. THIS SESSION IS USING THE MOBILE APP  To access Q&A, download the Convening Leaders Mobile App  For Q&A, go to the main menu and click the Session Q&A Tab. Find the session you are in and select it, type your question or response and hit submit.
  3. 3. MULTI-TOUCHPOINT EVENT MARKETING BLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT Suzanne Carawan, High Road Solution
  4. 4. LEARNER OUTCOMES  Learn principles of digital and content marketing  Target your audiences effectively and create buzz by selecting the appropriate digital tools  Promote and remarket your event content to build community by using social media channels
  5. 5. THE MULTI-MARKETING MINDSET MULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.
  6. 6. MULTI-MARKETING MINDSET: CHANNELS
  7. 7. BRAND AWARENESS & LOYALTY  Question #1: What channel would you use to get up-to-date information on all kinds of news around the world?  Answer:
  8. 8. BRAND AWARENESS & LOYALTY  Question #1: What channel would you use to get up-to-date information on weather around the world?  Answer:
  9. 9. CASE STUDY: THE WEATHER CHANNEL A STUDY IN BEING MULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.
  10. 10. TWC TELEVISION
  11. 11. TWC WEBSITE
  12. 12. TWC MOBILE APP
  13. 13. TWC RADIO
  14. 14. TWC FACEBOOK
  15. 15. TWC INSTAGRAM ON FACEBOOK
  16. 16. VIEWER DEMOGRAPHICS OF TWC Know your audience
  17. 17. USER‘S JOURNEY MAP
  18. 18. USER‘S JOURNEY MAP 3 8 6 4 4 5 2 6 1 5 7
  19. 19. USER‘S JOURNEY MAP 3 8 6 4 4 5 2 6 1 5 7
  20. 20. VIEWER DEMOGRAPHICS OF TWC Know your audience
  21. 21. IMAGINATION EXERCISE YOU OWN A RESTAURANT. YOU PICK THE FOOD.
  22. 22. DAWN OF TIME TO 1957
  23. 23. 1957
  24. 24. CUSTOMERS START ASKING
  25. 25. EARLY 1980S
  26. 26. YOU WANT TO BE INNOVATIVE
  27. 27. 1998
  28. 28. WHY NOT? IT‘S YELLOW Fun Fact: Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea
  29. 29. KNOW YOUR BUYER & FOCUS
  30. 30. US POPULATION GROUPS
  31. 31. MAP YOUR PAST AUDIENCE gen y gen x boomer Note: Matures = 0
  32. 32. WHO HAS MONEY?
  33. 33. TAKE IT EASY ON YOURSELF
  34. 34. REALITY OF THE MASS MARKET
  35. 35. BUYER PERSONA EXERCISE
  36. 36. POPULATION ANALYSIS Socioeconomi c OWL: ―Barbara‖ <image> SMP: ―James‖ <image> Boomer: ―Michael‖ ―Mary‖ PITA: ―Tyler‖ ―Brittany‖ Geo Ed Work Environment Stage of Life Where they Influe Get their nce Info Actual Behavio r ―Day in the Life‖
  37. 37. THE FRAGMENTED USER http://idratherbewriting.com/2011/01/21/contemporary-reading-behaviors-favor-short-formats
  38. 38. ATTENTION-EMOTION
  39. 39. BRAND PROMISE
  40. 40. BUYER PERSONA EVENT EXPERIENCE Value Prop Feeling at (WIIFM) End of Event OWL: SMP: BOOMERS : GEN X: (Jason & Jennifer) PITA: Experienc e Map Engagement Points Influenc e Points
  41. 41. MAKING IT A CONVERSATION ADDING BUZZ. MAKING IT CONNECT. CREATING ENERGY.
  42. 42. NORMS HAVE CHANGED • Constant need/expectation of: – New & improved, Speed! – Diversity – Entertainment – Test. Tweak. Test. Tweak. – Transparency/Reality – Available information through technology – No such thing as too much asking if you’re giving them what they want – Evidence (Metrics)
  43. 43. CREATE DEMAND & BUILD ON IT
  44. 44. OLD SCHOOL
  45. 45. HOW DO YOU CREATE DEMAND?  Element of Surprise  Instill Fear of Missing Out/Loss/Being Dumb  Inspire to Be Great in the Future  Outcome Only Known if Real Time  Emotionally Connect on a Key Value  New Sensory Experience  Non-Daily Task that‘s Play-Oriented
  46. 46. DEMAND LIFECYCLE OF EVENT MARKETING Pre-event At-Event Post-Event Rinse & Repeat
  47. 47. EVENT MARKETING ARSENAL  Surveys  Registration system  Text Messaging  Onsite sessions  Direct mail  Webinars  Pre-show/onsite guides  Pod sessions  Hashtag conversation  Google +  Online communities  Email marketing  Live streaming (hybrid)  Twitter  Blog  Facebook, LinkedIn  Landing Pages / website  Articles/magazine  Photos/Photo gallery  Press releases  Video/video gallery  Newsletters with Variable, Dynamic  Presentations/Slide archives  Voice Messaging Content
  48. 48. AIBTM CONVO ARCHITECTURE Target Audience Segmentation: Exhibitor Side Hosted Buyer Side Destinations Corporate Planner Hotels Association Planners* Technology Companies* Independent Planners
  49. 49. AIBTM CONVO ARCHITECTURE Goals of AIBTM: Provide Education Get Participation Increase Revenue Increase Demand (Momentum) Execution: Planned & Live Planned Planned Live Word Cues: Know! Go! U Need! Spotted!
  50. 50. AIBTM CONVO ARCHITECTURE What‘s In AIBTM for Each of These Groups? Education: Know! Destinations Hotels Tech Cos Corp Planner Assn Planner Indep Planner Activity: Go! Audience: U Need! Demand: Spotted!
  51. 51. Facebook LinkedIn Voice Girl Talk w/Wine Target Audience Hosted Buyers, Media Twitter YouTube Pinterest Dinner Party ESPN/TWC OMG! & CNN blend Inspiring/HG TV & Food Network Hosted Buyers, Media, Tech Hosted Buyers Destinations , Hotels, Tech, HB All Identify & Stick to Voice Per Social Outpost: Social circle Intellectual Headline Recognize Content Purpose Revenue Purpose of AIBTM; ‗in‘ crowd; personal stories of planners side of audience; discuss trends & hot topics news across attendees; audiences/a showcase ctivities experience Sell contest & message sponsorship s New program ideas; new exhibitors Create payfor-play coverage opps Create payfor-play coverage & posting Allow exhibitors to showcase products in curated way by AIBTM; visual AIBTM picks Banner ad opps up-sell & feature/spon sor
  52. 52. MARCH 2013 Destinations Know! Facebook Twitter LinkedIn YouTube Pinterest Go! Twitter LinkedIn YouTube Pinterest U Need! Facebook Twitter LinkedIn YouTube Pinterest Spotted! Facebook Twitter LinkedIn YouTube Pinterest Hotels AUDIENCE SEGMENT Tech Co Corp Planner Assn Planner Indep Planner
  53. 53. VLV METHODOLOGY Pre-Event (Virtual) Live Event Post-Event (Virtual) Influencer Program Daily Digest Janus Program Contests Recognition Program Influencer Program Reveal Program Recognition Program Janus Program Community Program
  54. 54. PRE-EVENT PROGRAMS  Influencer Programs  Identify key influencers on Twitter & follow/RT/DM  Identify/communicate with exhibitors/sponsors as to social program for 2013  Communication on the Know! Go! U Need! Spotted! Social Map  Virtual Social Chairs/Virtual Social Cocktail Hosts  Contest: ―Winds of Change‖ & ―Chicago is My Town‖  Exhibitor/sponsors to provide gifts or AIBTM  Bragging rights or gift/voting  Reveal Program: Chef? The Zone? Add your guess  Janus Program: Repurpose content and comment as to what‘s coming (can be used in combo with Reveal)
  55. 55. LIVE EVENT PROGRAMS  Daily ―Talk Soup‖ Program  Recap/ Who‘s Who/ Indie Talk  Best Tweet, Pic, Session, etc and vote  Recognition Program  VIP TweetChat  AIBTM Star Power: social media star gift (badge, get together, red carpet, signed book, etc)  Awards: best board, social participation, answers to contest, etc and place to announce/photo ops etc
  56. 56. POST-EVENT  Social Recap  Social Report on metrics  Top Influencers  Tweet Logs  Archiving of outposts  Call for virtual speakers  Contest—vote on topics, experiences  3-5 Discussion topics/areas needing more coverage  AIBTM Star Awards badges  AIBTM Hangouts, etc (F2F or local)
  57. 57. CONVERSATION ARCHITECTURE Voice OWL: SMP: BOOMERS : GEN X: (Jason & Jennifer) PITA: Content Channels Periodicity Engagement /Influence Programs Metrics
  58. 58. TECHNOLOGY TO THE RESCUE!
  59. 59. MULTI-TOUCHPOINT 6 months before—live---6 months after Rinse and repeat!
  60. 60. EVENT FOLLOW-UP OPPS  Evaluations (mobile/paper/‖on the street‖, Facebook, NPP)  Tweet Chats  Google+ Hangouts  Blog posts or Storify  LinkedIn  YouTube  Pinterest  Webinars  Email Newsletters
  61. 61. PUTTING IT ALL TOGETHER STORIES OF MULTI-TOUCHPOINT EVENT MARKETING
  62. 62. ―AM I NORMAL?‖
  63. 63. FIRST TIME USER GROUP KEYS TO SUCCESS  Heavy pre-conference survey  Deep understanding of audience that will attend  Variety of formats  Interactive  Surprise Speakers & Activities  Post-event webinar series  White paper
  64. 64. NIUG INTERNATIONAL ANNUAL MEETING
  65. 65. ANNUAL MEETING KEYS TO SUCCESS  Pre-event ―clue‖ dropping  Registration questions to aid in matching at live event  Post-event designation of their animal  Built-in social media picture spots, etc  Live party tied in props to aid in picture creation and photo gallery formation post-event
  66. 66. MOXIE AWARDS GALA
  67. 67. MOXIE AWARDS GALA KEYS TO SUCCESS  Move to content marketing strategy  Automated event marketing newsletter  Automation between event registration, badges & email  Blue carpet awards to build hype pre-during and post  Keep focus on the live event
  68. 68. SUMMARY  Multi-Channel  Multi-Touchpoint  User-Centric
  69. 69. Thank you for participating! Please complete your session evaluation online. Did you scan your badge? This is for CEU credits and also helps PCMA develop education for YOU.

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