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Marketo definitive-guide-to-event-marketing


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Marketo definitive-guide-to-event-marketing

  1. 1. #DG2EM
  2. 2. The Definitive Guide to Event MarketingTable of Contents 2Why Should I Read theDefinitive Guide to Event Marketing? 3Why Include Events inYour Marketing Mix? 5Common Kinds of Events 9Big Four Reasons for Events 13Roles at an Event 20Event Technology 26Promoting Your Event 34Public Relations for Events 42Social Media and Events 47Online Events 61Physical Events 77Event Follow-Up 100ROI of Events 107Conclusion 118 #DG2EM
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  4. 4. Why Should I Read the Definitive 4Guide to Event Marketing?In today’s buyer-empowered world, marketers need to seize everyopportunity to start a relationship, generate goodwill, and earn the trustof prospective buyers. It’s tempting to want to stick with marketing tacticsthat take the least amount of time and money to execute. But it’s oftennot in your company’s best interests to do so. A solid marketing mixthat incorporates event marketing is critical to connecting with as manypotential customers as possible.This is your Definitive Guide to Event Marketing. Whether hosting, sponsoring,or presenting at an event, first-timer or a seasoned pro, you’ll be armed withall the information you need to get the most out of any marketing event.This guide provides information, tips, and best practices for every aspect of events.Use it as a workbook – take notes, highlight what you find inspirational, share whatyou learn with your colleagues, and start driving measurable results from yourevent marketing. #DG2EM
  5. 5. 5 Wh Eve y In nts clud Mar in Y e keti our ng M#DG2EM ix?
  6. 6. Why Include Events 06in Your Marketing Mix?Every business seeks to stand out from theircompetition, and event marketing can help youdo just that. Whether you are hosting a smallwebinar, a large-scale international tradeshow,or an executive-level private function, eventmarketing needs to be an integral part of thedemand generation mix. After all, a strategiccombination of online and offline marketingis essential to any company’s bottom line. #DG2EM
  7. 7. Why Include Events in Your Marketing Mix?Today’s Buyer 7The modern consumer wants more thana pitch when evaluating solutions ormaking a purchasing decision. Eventsoffer a unique opportunity for them tointeract with solution providers to geta firsthand sense of a company’sfocus, perspective, and personality.People like to go to the Apple storebecause they can talk to a human andexperience the products in person, thengo online to purchase. And if most of yourcompany’s marketing and presence isonline, hosting events enables yourcompany to make those connections. #DG2EM
  8. 8. Why Include Events in Your Marketing Mix?The Impact of Events 8But one thing is non-negotiable: Percentage of Marketingevents must be memorable to make an Budget Allocated to Eventsimpact. Of course, the desired impactdepends on your goals. But mostcompanies want events to be morethan just a staged advertisement for Other Areas: PR, MI, AR, Marketingtheir brand. Support and Sales Tools, CollateralWhen done well, events have the power Digital Marketingto create a lasting and powerful positive Physical and Online Eventsimpression of all that your company can Traditional Advertisingdeliver. By allowing people to experienceand interact with your company, product Direct Marketing and Emailor service while participating in an event,you are connecting with potential buyers.It’s no wonder most companies includeevent marketing as part of their overallmarketing mix. According to the 2012IDC Tech Marketing BenchmarksStudy, on average event marketing,on average event marketing constitutes1/5 of the marketing budget, a prettysizeable percentage. #DG2EM
  9. 9. 9 Comm Kinds on Event of s#DG2EM
  10. 10. Common Kinds of Events 10Events come in a variety of flavors, and can beheld in countless venues, whether online or off. #DG2EM
  11. 11. Common Kinds of EventsOnline Events 11Online events connect presenters Webinars Virtual Events Live Streaming Eventsand participants through a web-based Whether called webinars, webcasts or These events allow individuals in different These are live events that you caninterface. Common types of online web conferencing, these types of events locales to participate in a virtual environment stream to your viewers. You can conductevents include webinars, virtual events, revolve around presentations, discussions, that has the look and feel of an offline event, these with a simple webcam or employand live streaming events. These or workshops, are delivered via the web, combining the educational elements of a full production crew for higher qualitytypes of events are often less costly can happen in real time or on demand, a conference with the networking and broadcasting. Applications such asthan in-person events and enable and typically last 30-60 minutes. Real- interactive features of a trade show. Livestream and Ustream, as well as newyou to easily reach a geographically time webinars enable interaction among Participants visit a virtual “booth” where options like Google+ Hangouts, offer adispersed audience. The convenience participants, providing the opportunity to they can collect materials, meet the staff, live service that allows you to fully streamand savings of live events – for both receive and discuss information on a topic ask questions, and even pick up some your broadcasts, record them, and engagesponsors and attendees – are too as it is presented, through web-based virtual swag. These programs tend to your audience with chat and social mediasignificant to ignore. conferencing tools. Real-time webinars happen in real time for all participants. functionality. Live streaming events operate can be interactive on many levels, and similarly to a webinar and should be typically allow attendees to ask questions promoted accordingly. At Marketo, we use directly of to the presenters. live streaming events for our User Summits and Roadshow tours so that people who are unable to attend in person can get the benefit of the presentations. We use a professional production crew to record our speaking sessions and have had great success getting people signed up to view them. #DG2EM
  12. 12. Common Kinds of EventsPhysical Events 12Offline events require physical Tradeshows Seminarsattendance, and interaction takes A tradeshow is a physical gathering The term seminar is usually used toplace in person. While they often of individuals in a particular industry describe smaller meetings, roadshows,require more investment than virtual or profession in a forum that typically or field events. Some seminars are set up 7 Secrets to Eventsevents, offline events allow face-to- features numerous companies in a similar to a classroom lecture, where an that Outperformface interactions that are essential specific market. A business may sponsor expert shares information with the audience Expectationsto building long-term business or participate in a tradeshow to show in a traditional, formal style. Others arerelationships. Don’t underestimate 1. et realistic and targeted goals S off a product or simply to network and styled as roadshow or field events, throughthe impact a handshake or personal upfront strengthen its presence in the market. which marketers take their company’smeeting can make on a prospect 2. ncorporate a strong theme I message out to the public or to employeesor customer. and be creative Conferences or partners. 3. nclude multiple touches I Conferences are often company-specific in your promotion marketing events that gather attendees Breakfasts, Lunches, 4. egment your promotions S for the purpose of delivering information, and Dinners to reach the right audience such as a user summit. These events tend These are typically smaller, more targeted 5. e the first to follow up with B to be on the larger side (as compared to events. They can be both customer and attendees and non-attendees seminars), and are held by companies for prospect focused. These events can be alike training or educational purposes. very intimate with 8-10 people, or can be 6. ake the campaign scalable M larger with 50 or more attendees. For the 7. ase measurement around B smaller functions, these are typically high proving marketing ROI level and provide executives a private setting for networking. On a larger scale, breakfasts, lunches, and dinners can include thought leadership presentations as part of the event. #DG2EM
  13. 13. 13 Big Rea Fou sonfor E s r ven ts#DG2EM
  14. 14. Big Four Reasons for Events 14When considering hosting, sponsoring,or participating in an event, your businessshould identify the outcomes it wants toderive from the event and develop a concreteplan of attack for achieving those results. #DG2EM
  15. 15. Big Four Reasons for Events 15Companies choose to participate Event Program Goalsin an event for various reasons.Small companies may want the Why Do We Love 100%exposure that a live webinar can Events? Let Usprovide. A large, global company 83% Count the Waysmay need the face-to-face interactionthat a tradeshow affords. Whether 80% When asked about event goals 72% 72%small or large, companies usually in a 2012 survey created byparticipate for one – or more – of four The Event Marketing Institute, 57%universally compelling reasons: 60% 83% of marketing professionals 46% surveyed noted sales and lead1. randing and awareness B generation as the number one goal,2. Generating leads 40% followed by 73% who cited brand3. ngaging with prospects and existing E 32% awareness. 53% chose educating customers attendees as their primary goal for4. Educating attendees 20% event marketing.In the recent BtoB Magazine and Marketosurvey, marketers were asked to name the 0%goals of their event programs. The most Generate Customer Build Product Drive Customercommon answers were lead generation, leads engagement brand education demand upsellat 83%, and customer engagement at 72%. and training Question: What are the goals of your event programs? (Check all that apply). N=309 Source: BtoB magazine: State of Event Marketing, July 2011 #DG2EM
  16. 16. Big Four Reasons for EventsBranding Awareness 16 A key reason for a business to People have an easier time remembering participate in an event is to establish experiences that engage all of their senses, and build its brand. Event marketing so by having a physical presence at an allows your company to cultivate and event, you reach customers in a very express its particular identity memorable way. You can also use your firsthand. Through events, you gain event to associate your brand with the perfect venue to share your ideas, specific ideas and feelings. Think about thoughts, and name in the exact each of the following events. What images manner you want to present them. do you associate with them? Your company may choose to partake • TED Conference in an event to align itself with other brands • The Oscars that are participating in that event – such • SXSW (South by Southwest) as complementary solution providers – • The Super Bowl or to access a targeted demographic. • Lollapalooza Many businesses choose events based • The Olympics on the branding opportunity afforded by • Fashion Week the event. Others host events in order to create and showcase the personality of Whether you want to reinforce your their business. Hosting events also allow image as an organization that caters you to own vs. rent the attention of your to entrepreneurs, provides luxury, or prospects and customers, which can be protects the environment, there is an more cost efficient. event that is right for your organization. #DG2EM
  17. 17. Big Four Reasons for EventsLead Generation 17Another important reason businesses If your company is hosting an event,choose to participate in an event is to you may be inviting prospects as wellgenerate leads. And what better way to as current customers. The key is to invitedo so than to be part of an event where those you know will be interested in theyour target demographic is present? chosen theme and topic of the event.The right events allow your company In other words, to generate quality leadsto interact with a group of prospects from your event, you need to determinethat already have an interest in who your target audience. By carefullyyou are and what you do. segmenting your database and reaching out to the most interested demographic,An event may not be the first encounter you can attract attendees that arewith a prospective customer, but it can be prospective buyers. And by executingone of the most memorable and powerful. pre- and post-event campaigns andUsing events to showcase your solutions scheduling on-site meetings with targetedis important, but couple that with a strong attendees, you can return to the officepersonal connection, a platform for with a list of truly qualified leads.conveying thought leadership, all in a fun,informative, interactive environment, andyou have a recipe for a potentially lucrativerelationship. #DG2EM
  18. 18. Big Four Reasons for EventsCustomer Engagement Upsell 18 Events offer an unparalleled level of customer engagement, with an opportunity for positive personal interaction that builds loyalty. Plus, every marketer knows that companies can realize the biggest ROI on their What’s Your marketing dollars by retaining and Level of growing existing customers. The Engagement? challenge is to gain the attention of your customers amid the distractions We define “engaged” of daily work. At events, you enjoy prospects as those who show the chance to upsell customers by real interest by attending a introducing them to products or webinar, educational session, services they may not know about – or one-on-one meeting at a or may not realize could address trade show. These people are their needs. far more engaged than those who simply threw business Properly planned and executed events cards into your bowl at the can generate a huge amount of buzz long trade show. after the event has ended. In other words, you multiply the impact of your event by giving attendees a reason to share their experience with colleagues and peers after the fact. #DG2EM
  19. 19. Big Four Reasons for EventsEducation 19Most people attend events for one oftwo main purposes: to network or tobe educated. Both are powerful drawsin their own ways. If an individual isattending for educational purposes,the information being presented is key.No matter what type of event you arehosting, it’s critical to impart knowledgethat the audience will value – and that setsyour company apart. By securing quality,high-profile speakers, you can drawa crowd. And by sharing unique insightsthat are relevant to the audience,you can advance your reputation asa thought leader in the industry andestablish a critical connection betweenyour brand and prospective buyers. #DG2EM
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  21. 21. Roles at an Event 21Whether you are a large company that is lookingto host your own event, or a smaller companythat is looking to start out by sponsoring an event,there are many diverse ways for you to participateand benefit from events. #DG2EM
  22. 22. Roles at an EventHosting 22When you host an event, you gain full While online events pale in comparison to live events, the cost to host a live Event Partner $X,XXX (Sponsorship Package 2)control over the event’s branding and • -foot table 6content – and the audience you want event can be prohibitive. That said, Sponsorship Template • ogo on event landing page Lto draw in. Being in this position gives the value of hosting an event cannot • ignage at the event Syou extraordinary power to define how be understated. When you consider the Your Event Name: • -page collateral piece or swag 1you want your company to be unprecedented opportunity to engage An explanation of your item as chair drop and/or premiumportrayed and the audience you want and influence your target market, it’s event and target audience: location on promotional tableto attract. If you are diligent about easy to see why you should consider • sponsored email blast 1targeting your attendees, the payoff working at least one live, hosted eventwill be in the self-selected audience into your marketing budget. $X,XXX (Sponsorship Package 3)already interested in you and your • -foot table 6message – buyers who are primed to Be aware that when you host an event • ogo on event landing page Lbe your customers. You’ll have access you will be responsible for driving Location(s): • ignage at the event Sto a captive audience that is exposed attendance versus when you sponsor Actual Agenda or Sample Agenda: • -page collateral piece or swag 1to your brand and message at every and attendees are brought to you. item as chair drop and/or premium 9am:turn. Moreover, these attendees are Because of this, hosted events are best location on promotional tableactively seeking to participate in the for companies that maintain a large 10am: • sponsored email blast 1programs and activities you provide database they can leverage, or a large 11am: • session speaking opportunity 1during the course of the event. team and budget to devote to a robust 12pm: Break for Lunch/Keynote promotional plan. Sponsor Agreement 1pm: Company Name: A great way to offset the cost of hosting 2pm: your own events is to offer sponsorship Contact Name: 3pm: opportunities to partners. If you are Title: interested in doing this, you should 4pm: Mailing Address: create a sponsor prospectus. We do 5pm: this at Marketo when we embark on our Email: Marketing Rockstar Tour, using the $X,XXX (Sponsorship Package 1) Phone: template to the right to showcase our • -foot table 6 Signature: sponsorship packages to our partners. • ogo on event landing page L Date: • -page collateral piece as a chair 1 drop and/or premium location on Terms Conditions (add your own) #DG2EM promotional table
  23. 23. Roles at an EventSponsoring 23Sponsoring an event usually means A popular reason for sponsoring an event,you pay the host organizer to participate rather than hosting, is for the turnkeyin the event. The event producer may opportunity it provides. When hosting anset aside a booth, kiosk, or other event, you are responsible for everythinglocation for your organization. The from finding the venue, schedulingproducer may also reserve a speaking speakers, recruiting exhibitors, to drivingslot for your company, and offer attendance, managing logistics, andadditional ways for your company more. When you sponsor an event, yourto gain exposure. Most importantly, company reaps the benefits without all thesponsoring can provide access and legwork – and typically at much lower costexposure to an audience that is than if you were producing the event onbasically delivered to you. your own. #DG2EM
  24. 24. Roles at an EventSpeaking 24When you speak at an event, you are In addition to reaping the brand benefits ofin front of an audience of potential having your company’s name published incustomers who will leave the event the agenda and other marketing materials Tips for Securingwith a much stronger awareness of seen by event participants, speaking is Speakingyour company. Gaining this knowledge an especially effective way to convey your Opportunities atfirsthand can be much more powerful company’s thought leadership. Speaking Tradeshowsthan reading about your company and at an event does more than any blog orits offerings. The audience also has whitepaper your company might publish; • Plan earlythe opportunity for immediate it provides you with the opportunity to • esearch the event to identify Rinteraction with the speaker before, speak in front of an attentive, interested relevant topicsduring and/or after the presentation. audience. Assuming your perspective • raft a concise, compelling pitch CAs any salesperson will tell you, there is fresh, distinctive, and relevant, it should • on’t just talk about your Dis nothing more effective in building a have immediate appeal to attendees and companystrong relationship than face-to-face may even spur them to take action. • resent a distinct point of view Pinteraction. • onnect with leaders in the space C • ssemble a press kit that includes A multiple media forms • ake sure your sessions M or interactive • Be persistent! #DG2EM
  25. 25. SnapshotEileen Fridkin 25President, Tradeshow Creatives Eileen has been What are some “don’ts” 3. ever use poor-quality visuals or N 5. on’t staff your booth with an overtly D a talent agent, rent cheap sound systems for a live sexy team of booth assistants. It is a scriptwriter and that you have seen on the presentation. This really leaves a bad distraction from your main message producer of exhibit floor? impression. Same goes for your exhibit. and it tends to make it look like you tradeshow If need be, go with smaller exhibits that don’t have something viable to sell. marketing ideas 1. on’t feature too many gimmicky D are of higher quality rather than large Attractive, warm and friendly people for over 30 years. things. Gimmicks might draw attention, exhibits that are poorly done. Remember are a good idea, however, a bunch of Among her clients but they more likely distract from your the old adage: quality over quantity. “hot babes” from a video game are not. (many of whom actual message. People tend to (The exception: you’re in the videohave been clients for over 20 years) remember the gimmick vs. what your 4. f you are on the floor, do not act like I game or auto sound business, twoare multiple divisions of Sony, Toshiba company does. (I recall a company you are on break. It’s extremely industries where it may make senseMedical, Pioneer USA, Marketo, Kraft, hiring the Dallas cheerleaders for their common to see staff with water bottles to feature hot booth babes.)Fox, and Ford. Her specialties are exhibit, and nobody had any clue who in hand, munching on snacks andtechnical presentations and high- the company was or what they sold – chatting away. If attendees see yourquality tradeshow talent. She has they just called them “the Dallas booth staff chatting with each otherwon national awards for both exhibit cheerleaders booth”.) and eating lunch, they might not feelconcepts and video production for comfortable approaching you to speak.her tradeshow clients. 2. ake sure your booth and staff are M organized. Everyone should be clear on their position and purpose, and be aware that they should go out there as a team. If an attendee needs help and it’s not a particular salesperson’s territory, the sales rep should still help that person as if it were her own territory. Remember, attendees see you as one company, not as a bunch of individuals. #DG2EM
  26. 26. 26 Eve Tec nt hno#DG2EM logy
  27. 27. Event Technology 27Event technology can help you host successfulevents and ensure that your events go smoothly.Whether you are deciding on a webinar platformor figuring out what technology can help youstreamline event registration, you can choosefrom many applications. This is by no meansan exhaustive list, but it will help you begin theprocess of vetting vendors. #DG2EM
  28. 28. Event TechnologyWebinar Platforms 28You can choose from numerous Citrix Adobe Connectwebinar platforms, and each offers Offers both GoToWebinar and You can use this all-in-one platform andunique value. Consider what you are GoToMeeting. GoToWebinar is for web conferencing software to developlooking for in a webinar provider (there conducting online events with up to and deliver any number of differentis more about choosing a webinar 1,000 attendees. You can use this interactive online events like webinars,vendor in a later section on online web-based service to conduct webinars, events and virtual meetings. And youevents)—whether it is price, ease trainings or any number of other online can host up to 1,500 participants.of use, or customer service, do events delivered to participants anywhere By collecting registration information your research. around the globe, and tap into unlimited and looking at behavior during the usage for a flat monthly fee. GoToMeeting webinar itself, Adobe Connect helps is Citrix’s web conferencing software you get a full picture of your attendees. integrating web, audio, and HD video conferencing for meetings and Webex collaborations of up to 25 people. Webex allows you to collaborate with your colleagues through easy to use ReadyTalk productivity tools. Webex offers a platform This audio and web conferencing tool can for online events, webinars, meetings, help you plan, implement and execute a and you can also use it to deliver online smoothly run webinar. With flexible pricing training. Webex solutions can help you options and features, you can choose a increase productivity and also provides full-service package with operator a top rated mobile app for iPhone, assistance or a cost-effective self-service Android, iPad, and Blackberry. plan with unlimited web conferencing and broadcast audio. ReadyTalk is focused on keeping technology easy to use so you can focus on your event. #DG2EM
  29. 29. Event TechnologyVirtual Event Platforms 29Virtual event platforms enable an ON24 INXPOinteractive gathering on the web, Offering leading webcasting technology, Provides the ENGAGE product forallowing participants to be a part of ON24 empowers you to deliver virtual virtual events, allowing you to delivera tradeshow, meeting, conference or events that can last hours or days, or that presentations, videos, and content – andany other event without ever leaving can live on for weeks or longer in an allowing attendees to interact with yourtheir office. They can be a combination on-demand form. ON24 also has webinar team live – all from a single spot. Theof technology and service, but functionality, making it a robust platform. company promotes its award-winninghowever it’s configured, it’s essential ON24 even makes it possible to put on VX platform, which monitors behavior andthat your chosen platform is intuitive a virtual 3-D trade show that makes delivers insight into attendee response.for both you and your attendees, attendees feel like they’re attending a live The platform also helps bridge the gapaccessible from any device, and able event from the comfort of their offices or between physical and virtual events, suchto support the number of attendees homes. The vendor touts its support for as by making it possible to stream liveyou plan to target. everything from webcasting to virtual content from your physical events into events and virtual environments, your virtual ones. supported by robust reporting and analytics. Unisfair/InterCall InterCall provides many functionalities to increase collaboration in a virtual environment. Their virtual events platform provides easy to create branded and interactive environments that help increase marketing pipeline through a more engaged audience. InterCall’s Virtual Engagement Center provides a full service platform that enables customizable solutions and metrics. #DG2EM
  30. 30. Event TechnologyLive Event and Event 30Registration PlatformsBecause the time and energy that go Eventbrite Certain Marketointo planning an in-person event are Supplies everything you need to organize While Certain offers SaaS-based We offer event marketing software andbig, you want your platform in place so a successful event, sell tickets and solutions for a range of event needs, its event-specific apps designed to help youset-up, registration, and reminders are manage registration. With Eventbrite, you Registration and Attendee Management manage anything from a simple webinarsimple. The last thing you want is to create a webpage for the event and then system helps collect attendee details and all the way to a large-scale conference.get derailed by the up-front logistics can use simple, free tools to promote your registrations online. You can build For example, Marketo Event Check-in apparound promoting your event and event through personalized emails to your registration forms to suit your needs, and lets you check people into your event fromregistering attendees. Fortunately, contact list or through sharing in social can even take advantage of Certain’s multiple iPads and syncs the informationyou can tap into an event registration media. It even offers an app that let’s your connections to common e-commerce instantly and directly to your Marketoplatform to ease the pain. attendees pay at the door. systems to streamline registration account. Our event marketing software also payment. With the built-in tools, you can integrates seamlessly with online webinar Cvent print badges, and check-in registrants providers including Adobe Connect, This event management software allows on-site or before the event. Cisco WebEx, Citrix GoToWebinar, ON24, you to automate much of the event BrightTALK, and ReadyTalk. That means planning process, freeing you from the you don’t need to manually import data repetitive, time-consuming tasks that are from these platforms, for higher the bane of in-person event planning. productivity and fewer costly errors. You can use Cvent to select a meeting site, build a custom website, register your attendees, process payments online, manage your budget (either for single or multiple events) and maintain communication with personalized emails and reminders to your registration list. #DG2EM
  31. 31. Event TechnologyHighlight: Creating an 31Event Program with MarketoOur customers run dozens and even 5 Ways to Drive Event 2. un campaigns to whomever you R 4. lign your marketing and sales Ahundreds of events each quarter. want, whenever you want. With your team. Prioritizing your prospects toIf you are not using a marketing Success with Marketing list of prospects, send out an e-mail increase sales team productivity isautomation system to help run events, Automation invite with just a few clicks. You can easier than ever with lead scoring andyou likely experience scalability track who opened, clicked, and a seamless integration with CRM.problems. For each event, you need Marketing automation not only simplifies registered for the event. You can also There’s no need to bog down the CRMto send multiple emails, create and your event marketing, it also makes your send confirmation emails instantly or system with information your salespost landing pages, and it becomes event highly effective. By using a marketing schedule reminders a few days before team has to weed through—instead,a nightmare to keep track of where automation tool, you can drive attendees the event, and let your sales team know identify the hot leads in your marketingeveryone is in the campaign. to the event, develop relationships with who has registered so they can follow automation solution so they canNumerous functionalities within a registrants and attendees, and report up with a phone call. efficiently automation solution help on your successes to prove your eventyou keep track of all these details marketing ROI. 3. et registrant and attendee G 5. rove your value. Events are indeed Pand programs. information, pronto! List imports fun to plan and execute, but you’re going Here are five ways that integrating with make it easy to store information in your to need to prove the value of your event marketing automation can help drive database and sync it to your CRM in order to secure budget for future event success: system so your sales team can follow ones! With marketing automation, you up in a timely manner. can spend more time planning and less 1. ake your target segments your M time creating reports with a robust tool attendees. In a robust marketing that will calculate your successes automation solution, you can easily instantly. Your managers and executives define your target segment based on will see that events aren’t fluff—they the abundance of demographic and drive opportunities, pipeline, and sales. behavioral information that you collect. They’ll respect your efforts for driving Hosting a small dinner in San Francisco? a targeted audience to your event and Simply segment your database by you’ll show your contribution to the high-propensity buyers and make sure bottom line in no time! that your prospects are within a fifty-mile radius! #DG2EM
  32. 32. Event TechnologyHighlight: Creating an 32Event Program with MarketoOverview: Creating an Progression Status Assets View Every event goes through a similar set of When your event is backed by multipleEvent Program in Marketo progressions as people move through landing pages and emails, you want to your program. Typical progressions for see everything in one place. Through theThere are many easy-to-use events are: invited, registered, no show, Assets View in Marketo, you can see keyfunctionalities in Marketo that help your downloaded slides, attended on demand. campaigns within your program like invite,event programs be a success. Below is A marketing automation solution gives you registrations, follow-ups, etc. (You mayan overview of how an events program a view of where everyone is in your have many more if your program is basedcan be created in Marketo. program at any given time. on complex processes.) Additionally, you can see all of your assets for each campaign. Marketo Progression Status Marketo Asset View #DG2EM
  33. 33. Event TechnologyHighlight: Creating an 33Event Program with MarketoCloningIf you are running multiple events, you willwant an easy way to re-create your eventflow. By using the cloning functionality in Tokens in emaila marketing automation solution, you canclone your event programs without havingto re-do work. With a single button, youcan re-name and clone an entire campaign;including emails, landing pages, and forms.This saves hours of work.Although you can clone the flow of yourcampaign, you will want to update yourassets so they reflect your new event.Marketo has made this easy by introducingtokens into the event campaign flow. Tokens populated in emailTokens allow you to capture and changeall key information about the event, such Tokens in Marketoas speaker, title, description, date, etc.And you can do all this without creatinga completely new email from scratch. #DG2EM
  34. 34. 34 ing ot nt m e ro Ev P r Y ou#DG2EM
  35. 35. Promoting Your Event 35When putting so much time and energy into planning your event, youwant to make sure that you do the promotion right. To generate the highestamount of registrants, you need a mix of email, social, public relations,and other types of paid promotions to get the biggest bang for your buck.By communicating with your audience early and often leading up to the event,you will have a better turnout as your event will be top of mind for your attendees.Just like lead nurturing, successful event promotion will consist of a series oftouches that may include press releases, emails, direct mail, and call downs.Remember to take into consideration what sort of event you are hosting whendetermining the promotional tactics that will draw in prospects or customers.Promotions for webinars and online events will often rely on emails, while thosefor offline events may take a multi-touch approach. #DG2EM
  36. 36. Promoting Your EventSegmentation 36No matter what sort of promotion you Take into consideration company locationare using, segmentation is vital to vs. personal location vs. inferred location,getting the right attendees registered like IP address, to make sure that you arefor your event. Make sure you spend sending your communications to the righttime on data quality and ensure that person. You certainly don’t want to sendthe lists can be reused in the future. someone who lives and works in Boston an invite to an event in Wisconsin, unlessYou want to focus on demographics like your data shows that they have attendedjob title, industry, location, etc to target events in that area before. But keep intop prospects (especially for direct mail mind that you’ll never get it exactly right,or call downs), and remember that so message appropriately.location matters. Marketo segmentation for Boston Roadshow event #DG2EM
  37. 37. Promoting Your EventEmail 37Finding the right number and times The same principles apply to online events (e.g., webinars and virtual Marketo Multi-Touch Eventfor email promotions for an event hasa great deal to do with the type of event conferences), but on a smaller, less Promotional Plan Templateyou are promoting. For a larger trade intense scale. When people don’tshow, you should send a series of physically have to attend an event,promotional emails starting roughly they are more likely to forget about it. Event: Revenue Rockstar Tour Event: CMO Breakfasta month before the actual event, and For online events, it’s best to begin Event Description: Event Description:spaced a week or a little more apart. promotions 2-3 weeks beforehand Marketo hosted roadshow tour High-touch event to build relationshipsThis allows people to plan accordingly. so your event is fresh in the minds with customer executives of your attendees. Promotional Timeline: Promotional Timeline: Many marketers worry of under- promotion. Does this sound familiar? • nnouncement: Multi-city email A • weeks prior: Email invitation 4 “Our reg numbers are too low! We invite + big-bang press release • weeks prior: Automated voicemail 4 won’t hit our numbers! Send a blast • weeks prior: Individual city invite 2 confirmation from a Marketo today, and the day after tomorrow, • week prior: Individual city invite v2 1 executive and Saturday, the day before, and • days prior: Limited space invite 2 • weeks prior: Direct mail invitation 3 the morning of...” This sort of behavior • days prior: Automated voicemail 2 • weeks prior: “Forward” from lead 2 leads to deadly over-promotion. Once confirmation (prospects only) owner to personalize communication someone receives an email a few times • day prior: Reminder email 1 • week prior: Customer call downs 1 with the exact same offer and there’s • week prior: Email from Marketo 1 no click, any more promotions will executive for prospects only frustrate your audience lead • days prior: Confirmation email 3 to un-subscribes. from Marketo executive • days prior: Automated voicemail 2 confirmation #DG2EM
  38. 38. Promoting Your EventTelesales Outreach 38Telesales outreach are another great Secure Meetings or Demos Guided Voicemail Serviceway to create additional touches foryour event. Live sales call downs with Prospects at the Event A vendor such as Boxpilot enables you guided voicemail campaign through a Getting key prospects to register for theshould be to a targeted list, as you to add a personal touch to your call downs,don’t want your inside sales teams event is half the battle. Getting them to actually attend is the other. Provide your while not tying up your inside sales teamswasting their time calling unqualified for days on end. Guided voicemail letsprospects. Use the segmentation sales and sales development team with a report of registrants for the event so that you send pre-recorded voicemails to yourrules discussed to come up with your target list. You can have your voicemailtargeted list. You can either reach out they can use this to secure meetings or demos at the event. Great content and recorded by anyone in your company,using your inside sales reps, or you from a sales lead all of the way up to yourcan do an automated voicemail awesome prizes can get prospects registered – but securing their time to CEO. The upside of using a service likecampaign. At Marketo, we use both this is that it is cost effective and fast.tactics depending on the event we are meet is not only a definite indicator they will show up, but it also affords a chance A great way to incorporate this strategytrying to promote. is to use guided voicemail for the majority to create opportunities. of your segmented list, and save your liveRemember to target your list by region call downs for a highly targeted segmentif it is an in-person event, and by audience of hot prospects or customers.(e.g., marketing executives), to ensure youare driving the right people to the event.Is your team too small or short on time?Dedicate time in the morning when thewhole team is present to sit down andperform the call down. Blocking this timeoff on the team’s calendar ahead of timeensures this a task that won’t slip fromtheir work day. Bringing in free breakfastnever hurts either. #DG2EM
  39. 39. Promoting Your EventDirect Mail 39Online marketing efforts aren’t theonly way to drive event engagement. Fun and Creative Direct Mail IdeasIn fact, using multiple marketing to Promote Eventstactics can drive huge results. Directmail is one tactic often overlooked by • alendars – Have an upcoming Cmarketers for events. While conversion roadshow or webinar series? Send outrates can be low if not done right, with a magnetic or sticker calendar that canplanning, timely follow-up, and be posted on a desk or cubicle.creative packaging, a direct mail piece • nique Gifts – Sponsoring a big show Ucan bridge the gap between online and in cities like Austin or Las Vegas? Sendoffline engagement, and drive high key prospects a gift unique to the area,response rates. like a cowboy hat or poker chips, with a note from their sales rep who will beYou can use many different tools for attending the event as well.your direct mail efforts, with different • eminder Postcards – Do you want to Rfeatures that could be of use to your always be top of mind? Send a seriesteam. For example, by adding direct mail of postcards, one each week beforeapplications to your marketing software the event starts, with fun and creativeand CRM system, you can send out a reasons why they should attenddirect mail piece and track it from the the event.moment the vendor creates the package • eep it Simple – Low on budget Kall the way to the moment it hits the and time? Sending a simple postcardprospect’s desk. Are you on a budget? promoting the event to thousandsOpt for applications or vendors that can of people keeps your direct mailsend the direct mail pieces without any campaign cost effective and easytracking. This keeps the cost low, but you to implement.can still be track the pieces if you includea Personalized URL (Purl). #DG2EM
  40. 40. Promoting Your EventPaid Promotions 40Paid promotions are an effective way • anner and display – These types of B • ponsored newsletter and emails – S • utdoor advertising – This is Oto drive attendance, particularly to ads appear on a website and can be By using sponsored emails, you have advertising that appears whenevents that you host, large conferences, effective at driving new names to register access to a target audience that might someone is in transit, or at an activityand large virtual events or webinars. for and attend your event. You can either not otherwise be reached. outside of their home or office, in orderThrough paid promotions you can place your ads on sites that you think • uerilla marketing – This is a form of G to drive awareness or encourageexpand your attendee list and get new your target audiences frequent, or you marketing that tries to generate brand a specific call-to-action. Billboardsnames into your database. can sign up for a retargeting campaign awareness at a low cost by using are a prime example of this, as are where your ads are targeted based on atypical methods like graffiti, flash ads targeted to commuters on busesHere are some techniques that we have your audience’s internet preferences. mobs, and poster campaigning. or in subways. These ads are also lessfound successful when using paid ads • earch engine marketing – People S • V radio advertising – You can use T targeted so they are best for brandto promote events: search for the events that they want to radio or TV to deliver a scripted awareness. attend. Make sure you put ads on message to attract new clients. Just • rint advertising – From flyers to P Google, Yahoo, and Bing to maximize keep in mind that this form of newspapers and magazine ads, print your exposure. When someone advertising is less targeted. advertising includes all advertising searches for an event or a webinar found in printed media. Put an ad for having to do with your expertise, catch your event in an industry-specific their attention with search ads. magazine or print fliers to give out at smaller networking events. Banner ad for Marketo’s Good to Great Virtual Event #DG2EM
  41. 41. Promoting Your EventPartner Promotions 41Leveraging your partners is alsoa great way to promote an event. Sample Partner KitWhether it is a virtual event, Event Name: Contextual Ad Copywebinar, or live event, your partners (Google Adwords Friendly):are probably participating in some Event Date and Time: Option 1:way. Work together and encourage Event Overview:them to promote the event as well. Option 2: Promotional Materials: The followingThey can send emails to their database materials are available for each (insert Social Media Copy and Links:and promote through their social media event name) partner to use in support LinkedIn:channels. You can also do list swaps, of marketing the event to your audience. Twitter:which adds more value than just doing Please feel free to personalize as needed.joint promotion alone. After the webinar Facebook:or event, share your lead list to get evenmore value and add new names to your Email and eNewsletter Copy:database. Provide them with guidelinesso they are familiar with your eventmessaging and can work from cleardirectives.At Marketo, we provide partners witha partner kit so that outlines clear General Registration Link: Partner Specific URL:guidelines on how and where topromote the event. Event Details: Available Artwork for Use: Event Name: Event Time: Landing Page URL: #DG2EM
  42. 42. 42 Public Relati for Ev ons ents#DG2EM
  43. 43. Public Relations for Events 43Great PR can help your company break throughthe noise that can sometimes dominate a busyevent. Remember, you are often competing withmany different companies for share of voice, anda great PR strategy helps you get heard byprospects, customers, as well as important mediaoutlets. You should base your PR strategy onwhether you are hosting or sponsoring an event,but for both you need to formulate a solid plan. #DG2EM
  44. 44. Public Relations for Events 44 Event Goals and Metrics Here are some tactics you can use to rise above the noise: • ove on em’! – Invite your prospects, L customers, and influencers to lunches Before any event, it is crucial to determine your event goals for PR. What are you and special events. Also make sure planning on getting out of the event? Also • ocus on influencer relations – The F your briefing rooms are comfortable consider your tangible goals and metrics media at noisy shows will be flooded and inviting, and in a tranquil setting for the event. How many press releases with inquiries. Instead of focusing on away from the rest of the conference. will you write? How many briefings will getting media spots, invest time in • eat the drum and keep it rolling – Plan B you pursue? influencer relationship building. and start promoting early. And always • sk, don’t tell, your analysts – Analysts A feature a call to action. Come to our are booked solid with companies booth! Download our whitepaper! Situation Analysis looking to tell them about the next latest Come to our sessions! Before you decide on your PR tactics, you and greatest. Instead of telling analysts need to understand the context of the your pitch, ask them questions about Announcements show, including both internal and external your space and the industry. Show that Do you have any news to announce at the factors. you care about what they think. An event? While nice to have, it isn’t necessary. analyst at a busy show might be more However, if you do not have any news, you Noise Level apt to take your meeting if you position need to figure out your angle for the show. When sponsoring an event, one of your it as being in need of their expertise. What will you announce and how will you key challenges may be breaking through announce it? You also want to take into the noise. Very large shows with many consideration what the rest of your year sponsors are typically very noisy. Take looks like as far as PR announcements and this into consideration and know that you how you can roll your event announcement will need to come up with a special hook into your marketing calendar. to get yourself noticed. If you are hosting your own event, you don’t need to yell through the noise; instead you will have the perfect platform to let your company shine. #DG2EM
  45. 45. Public Relations for Events 45Strategy and Tactical Public Relations Strategy Worksheet Event Name: Strategy: Execution:Development Event Date: Write out 3-5 sentences outlining your ¨¨ ress releases POnce you have conducted your Event Location: strategic objectives: ¨¨ trategic announcement Ssituation analysis and created goals ¨¨ artner buzz Pand metrics around your event, you are Event Goals and Metrics: ¨¨ nalyst briefings Aready to develop your strategy. This will ¨¨ randing B ¨¨nfluencer briefings Iinclude mission statements, a plan, and ¨¨ ead Generation L ¨¨ logger briefings Ba list of tactics that you will employ to ¨¨ elationship Building R ¨¨ edia briefings Machieve your goals. ¨¨nfluencer Outreach I ¨¨ ustomer meetings C ¨¨ ther O ¨¨ ocial promotion S # Press releases Results: # Briefings # Press releases # Coverage from briefings # Briefings # Bylines placed # Coverage from briefings # Press hits # Bylines placed # Trade publication hits # Press hits Media List: # Trade publication hits Situation Analysis: Name the top 5 media outlets or analysts ¨¨ o you have any news to announce? D you will be reaching out to: ¨¨ o you have any upcoming company D news to work with? 1. ¨¨ ow large is the event? H 2. ¨¨ re you hosting? A 3. ¨¨ re you sponsoring? A ¨¨ o you have to contend with media D 4. and other guidelines? 5. #DG2EM
  46. 46. Public Relations for Events 46Press Release InformationGathering WorksheetPress releases are a major part of your 2. hat is the goal of this announcement W 5. hy did you launch this service/news? W 7. ho can be quoted in the release to WPR efforts. Before you sit down to write and what do you want to achieve? Are there any statistics or data that bring in a relevant viewpoint (internala press release, fill out this worksheet. will help make the case for why this and/or third parties)? Always get is needed? accurate information and sign-offFocus of Event Press Release authorization from anyone quoted.(circle one):• N ew product/service• C ustomer win/momentum• S trategic/corporate momentum• D emand generation• G eneral event info 3. hat date is this announcement being W made?1. hat is the news being announced? W 6. s there a call to action? How does this I prospective customer find out more? 8. hat publications or other media W 4. hat is the most unique benefit of this W Do they call a phone number, go to a do you want to release this to? news to audience? What desire does it website, visit your booth, etc? (this will What type of tailored angle should fill or problem does it solve? Why does be used as a last sentence in the body you take in the release to get the anyone care? How is it different, better, of the press release) editor’s attention? new, innovative? #DG2EM
  47. 47. 47Soc Evial M ents edia#DG2EM
  48. 48. Social Media Events 48With social media, you need to execute on manydifferent tactics during an event and a plan helpsyou organize and stay focused. You can organizeyour plan in many ways; we share a Marketoexample at the end of this section. #DG2EM