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Don't Tell Others to Attend Your Event (Dr.Htet Zan Linn)

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Free download of powerpoint about "How to make rain in events" which shows tasks and strategies for event marketers to do before, during and after events. This also includes roles of social media in event marketing.

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Don't Tell Others to Attend Your Event (Dr.Htet Zan Linn)

  1. 1. YOUR EVENT? Don’t&Tell&Others&To&A/end& PRESENTED(BY(:(Dr.(Htet((Zan(Linn( &&&&&&&&&&&CEO& &&&&&&&&&&&ceo@thehubmyanmar.com& &
  2. 2. INTRODUCTION( WHY EVENT ?
  3. 3. CONTENT, CONNECTIONS, AND THE CUSTOMER EXPERIENCE
  4. 4. ! content&and&connec)ons& ! impact&customer&experience& ! build&a&strong&line=up&of&speakers&and&sessions& ! keynote&speaker& ! networking&opportuniBes?& CUSTOMER EXPERIENCE = CONVERSION
  5. 5. FUEL FOR INBOUND MARKETING STRATEGIES
  6. 6. presentaBons&can&become&webinars,&whitepapers,& social&media&fodder,&videos&and&virtually&any&other& form&of&mulB=channel&content&
  7. 7. Boss& Boss& Boss& Boss&Supplier& Supplier& Employee& Employee& Biz(A( Biz(B( Reseller& Reseller& Customer& Customer& Reseller&& Peer& EMPLOYEE(FIRST?( Family& Pupils& Teachers& RelaBve&Friends& ++++& Boss’s&Peer& Boss’s&Peer& Employee& Peers&
  8. 8. Personaliza)on& o  Right&Time& o  Right&Place& One&event& o  How&to&fit?& o  One=size&to&all?& A=endees& o  Not&all&alike& !  How(to(Segment?( !  Who(Like(What?( GREAT CUSTOMER EXPERIENCE = HIGHER CONVERSION
  9. 9. Client,(user( Client,(execu.ve( Prospect,(user( Prospect,( execu.ve( Speaker/presenter& Exhibitor( Sponsor( Other(partner( Employee,(staff( Employee,(sales/( account(manager( Employee,(( execu.ve( Press/blogger( Analyst( Board&member/& investor&
  10. 10. ! DEFINED YOUR ATTENDEE! ! KNOW YOUR CUSTOMER . . .
  11. 11. PLANNING
  12. 12. THE(FOUNDATION(
  13. 13. ! First& &=&What&Events& ! Second& &=&What&markeBng&do&with&which&people& ! Third& &=&Everyone&is&your&Brand&Ambassador& ! Fourth& &=&Event&MarkeBng& ! FiAh& &=&Money&Role&
  14. 14. THE SALES AND MARKETING RELATIONSHIP
  15. 15. THE SALES AND MARKETING RELATIONSHIP
  16. 16. ! IntegraBon&to&larger&MarkeBng&Program& ! Outreaching& ! DifferenBaBon& ! Extend&Brand&Shorten&Sales&Cycle&
  17. 17. ! ”Event&BLT”& o  Brand&RecogniBon& o  Lead&GeneraBon& o  Thought&Leadership&
  18. 18. 1.  Set(goals(and&expectaBons& 2.  Create&the&right(experience(and&a&"unique"( experience(( 3.  Be&flexible(and&focus&on&the&clients'(experiences& 4.  Win(loyalty(among&customers&and&build&trust& confidence,&and&a&compeSSve(advantage( 5.  build&new(business(opportuniSes( JUST(5(STEPS(
  19. 19. ! First&=&Talking,(Listening,&and&Networking...( ! People&love&to&talk.&Engage&them.&You'll&find&champions& ! Second&=&People&come&to&events&for&business(objecSves( ! Third&=&different(funcSons(within&your&organizaSon( ! Fourth&=&do&research( ! Events&create&awareness&for&a&company& 4(EASY(TACTICS(
  20. 20. TWO TYPES OF ! Trade&show&environment&Several& ! You&and&potenBally&by&your&partners&
  21. 21. ! Touch(Points( o Pre=event&mailers& o Online&tacBcs,&sponsorships& o ExecuBve&funcBons& o Speaking&engagements& o EducaBon&sessions& o 1:1&Bme&with&“important&people”& o Post=event&follow=up&by&your&sales&force&
  22. 22. ! Touch(Points( o Personalized&pre=event&notes,&invitaBons,&and& connecBon&requests& o Social&media&outreach&and&other&social&selling& acBviBes& o Scheduling&of&1:1&meeBngs& o Meals&and&other&offsite&events& o Follow=up,&follow=up,&follow=up”&
  23. 23. Event&Content&ObjecBves& Direct,&qualified&prospect&engagement&and&interacBon& Lead&capture& Sales&opportunity&creaBon& 4 CONTENT FOR CONVERSION
  24. 24. PRE- EVENT DURING EVENT POST EVENT TEN PRE-EVENT CONTENT MARKETING BEST PRACTICES FOUR AT-EVENT CONTENT MARKETING BEST PRACTICES FIVE POST-EVENT CONTENT MARKETING BEST PRACTICES
  25. 25. Ten Pre- Event Content Marketing Best Practices
  26. 26. 1.  Develop&an&editorial&calendar& –  “before,&during,&and&ader”& 2.  Find&the&influencers& –  “report&through&Li/le&Bird&(makera.in/bird)&based&on&your& event's&name”& 3.  Engage&past&a/endees& –  “create&a&crowd=sourced&blog&post&featuring&their&feedback.”& 4.  Engage&the&presenters& –  Make&sure&their&room&is&full&of&a/endees& –  If&you&can&interview&them&for&some&pre=show&"teaser"&content&
  27. 27. 5.  Help&first=Bme&a/endees&know&what&to&expect& –  new=a/endee&orientaBon&content& 6.  Make&session&recommendaBons& –  Even&veteran&event&a/endees&can&become&confused&or& inBmidated&by&the&choices& –  Encourage&people&to&add&their&own&content&to&the&comments& secBon&wherever&your&content&is&published& 7.  Write&a&"what&to&do&around&town"&guide& –  work&with&others&who&live&or&formerly&lived&there&to&get& recommendaBons&on&where&to&eat,&drink,&hang&out,&get&a&good& breakfast,&and&so&forth& –  off&the&beaten&path& –  take&a&picture&of&the&city&
  28. 28. 8.  Crowd=source&more&event&recommendaBons&from&past& a/endees& –  wisdom&of&the&crowds& 9.  Start&using&the&hashtag&early&and&oden& –  Add&value& –  Share&other&people's&pre=event&content&via&your&Twi/er&and& other&social&channels&as&well& 10. Develop&your&at=show&plan&
  29. 29. FOUR AT- EVENT CONTENT MARKETING BEST PRACTICES
  30. 30. 1.  Live=tweet&the&key&sessions& 2.  Retweet&the&most&influenBal&other&a/endees& 3.  Assign&summary&content&from&key&sessions& and&keynotes&to&be&published&ASAP& 4.  Shoot&"on&scene"&video& o  man&on&the&street”&
  31. 31. FIVE POST- EVENT CONTENT MARKETING BEST PRACTICES
  32. 32. 1.  Publish&a&great&"key&takeaways"&post& –  can&also&be&the&single=most&important&piece&of&the&enBre& event&content&markeBng&strategy& 2.  Crowd=source&other&takeaways&from&other&a/endees& –  start&with&a&simple&quesBon&to&capture&a&key&takeaway&for& your&blog&post& 3.  Keep&engaging&the&hashtag& –  the&event&is&over&doesn't&mean&people&stop&watching&the& hashtag&feed&
  33. 33. 4.  Do&an&internal&postmortem,&and&make&adjustments&for& your&next&event& –  immediate&post=show&key&metrics&you're&tracking,&and&figure& out&what&you&might&do&differently&next&Bme& 5.  Create&a&templated&process&for&content&markeBng&at& future&events& –  literally&wriBng&down&the&whole&process& & &
  34. 34. CONTINUING THE CULTURE
  35. 35. MAKE THE COMMITMENT
  36. 36. MOBILIZE ADVOCATES
  37. 37. 1.  Tapping&Into&the&Power(of(Social(Proof( 2.  Mobilizing(Advocates(Before&the&Event& 3.  Crowd_source(ideas:(For&starters,&your&advocates&can&provide&input&on& what&they&want&to&see& 4.  Speaker(submissions:(Ask&your&advocates&to&sign&up&to&speak&at&the& event& 5.  RegistraSon(discounts:(Give&your&top&advocates&promoBonal&codes&to& share&with&people&in&their&network(via(email(or&social(media,( discounSng(their(Scket(price(for&each&person&who&registers&using&their& code& 6.  Promote(the(event:(Generate&awareness&and&get&people&to&a/end&your& sessions&by&encouraging&your&advocates&to&promote&the&event&to&their& networks,&especially&through&the&various&social(channels(
  38. 38. !  ADVOCATES&INVOLVEMENT& o  Send&quesBons&to&speakers&or&panelists&in&advance.& o  Share&which&sessions,(parSes(and&booths&they're&most&looking&forward&to.& o  Volunteer&to&spend&a&bit&of&Bme&at&your&booth&talking&to&other&a/endees.& o  Download&your&mobile(event(app.( o  Tweet&using&the&conference(hashtag.( o  Read&and&share&content(related(to(the(event,&or&produced&by&speakers&or& vendors.( o  Interact&with&other&a/endees&online(to(facilitate(networking(at(the(event.(
  39. 39. GOING MOBILE IN 21ST CENTURY
  40. 40. ! Pre=Event& ! During&Your&Event& ! Post=Event& APPLYING MOBILE TACTICS TO YOUR EVENTS
  41. 41. SPONSORS AND SPONSORING ! Be&ProacBve& ! Start&early!& – key&stats&(date,&locaBon,&length,&etc.)& – expected&a/endance&number&and&demographics& – benefits&of&parBcipaBon& – sponsorship&levels,&packages,&and&add=ons&
  42. 42. SETTING EXPECTATIONS
  43. 43. HANDLING LEADS ! Why&are&79%(of&all&trade&show&leads&never&followed& up?”&
  44. 44. WEBINARS
  45. 45. WHY ADD WEBINARS TO THE MIX?
  46. 46. ! Here&are&three(reasons(that&webinars(are&so& popular:& &1.&Webinar&leads&are&high_value(leads.( &2.&Webinars&help&you&qualify.( &3.&Webinars&are&ripe(for(repurposing.(
  47. 47. EFFECTIVE WEBINARS TAKE PLANNING
  48. 48. Task( Timing( Develop&project&plan& 4&to&6&weeks&prior& Finalize&topic,&Btle,&abstract&and&speakers& 4&to&6&weeks&prior& Setup&registraBon&page& 4&to&6&weeks&prior& Begin&ongoing&promoBon& 4&to&6&weeks&prior& Send&email&invites&& 2&weeks&&&1&day&prior& Drad&slides& 2&weeks&prior& Full&rehearsal&and&event&dry=run& 1&week&prior& Final&Slides& 2&to&3&days&prior& Send&reminders& 24&hours&&&1&hour&prior& Pre=conference&with&speakers& 30&minutes&prior& Edit&recording& Within&24&hours&ader& Send&follow=up&emails&and&begin&sales& outreach& Within&24&hours&ader& Repurpose&webinar& Ongoing&
  49. 49. PREDICTIVE MARKETING ! PredicBve&AnalyBcs&in&AcBon&
  50. 50. PREDICTIVE MARKETING?
  51. 51. WHAT IS PREDICTIVE MARKETING? ! Who&is&going&to&be&my&next(customer?( ! How&do&I&convert&them?& ! What&are&the&right(markeSng(channels(to&use?& ! Of&all&the&people&I&met&at&our&most(recent(event,( how&should&I&prioriBze&those&leads(post_event?(
  52. 52. HOW TO MEASURE THE SUCCESS OF PREDICTIVE MARKETING ! Most&marketers&think&of&measuring&lid&when& gauging&the&performance&of&predicSve( markeSng.( ! What&is&lie?(
  53. 53. TradiBonal& Lead& GeneraBon& Demand& GeneraBon& Revenue& MarkeBng& THE REVENUE MARKETING JOURNEY MODEL ! The&Revenue&MarkeBng&Journey&Model&
  54. 54. EVENTS CAPABILITY MODEL Stage(1:(Events&at&the&TradiBonal&Stage& Stage(2:(Events&at&the&Lead&GeneraBon&Stage& Stage(3:&Events&at&the&Demand&GeneraBon&Stage& Stage(4:&Events&at&the&Revenue&MarkeBng&Stage& & & &
  55. 55. THE END… IS A BEGINNING
  56. 56. TAKEAWAYS
  57. 57. BEFORE THE EVENT
  58. 58. DURING THE EVENT
  59. 59. AFTER THE EVENT

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