Stacey Ruth, principal of Actio Marketing, provides a bootcamp on event marketing. The document discusses event marketing strategies and tactics. It begins by outlining some of event marketing's "dirty little secrets", such as the need for personalization and engagement beyond just attendance. Examples of successful event marketing strategies and tactics are then provided for three different scenarios. The scenarios illustrate how to develop strategic and tactical plans tailored to specific event goals and audiences. Metrics and ROI are emphasized.

1. EVENT MARKETING
BOOTCAMP
Stacey Ruth
PRINCIPAL, ACTIO MARKETING
@ActioMarketing #yaypym

2. Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
@ActioMarketing #yaypym

3. Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
 It takes time OR money, and usually both
@ActioMarketing #yaypym

4. Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
 It takes time OR money, and usually both
 The more personal it is, the more success
you will have
@ActioMarketing #yaypym

5. Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
 It takes time OR money, and usually both
 The more personal it is, the more success
you will have
 This isn’t just about attendance – it’s about
engagement
@ActioMarketing #yaypym

6. Event
Marketing’s
Dirty Little
Secrets
 Every single piece of content or design is
event marketing
 It takes time OR money, and usually both
 The more personal it is, the more success
you will have
 This isn’t just about attendance – it’s about
engagement
 If this were easy, you wouldn’t be here
@ActioMarketing #yaypym

7. THE FACTS:
1
2010 Constant Contact
@ActioMarketing #yaypym

8. THE FACTS:
1
2010 Constant Contact
Education is the Top
Reason for Hosting Events
@ActioMarketing #yaypym

9. THE FACTS:
2
2010 Constant Contact
@ActioMarketing #yaypym

10. THE FACTS:
2
2010 Constant Contact
B2B companies spend
Most
5-8 weeks planning
their events.
@ActioMarketing #yaypym

11. THE FACTS:
3
2010 Constant Contact
@ActioMarketing #yaypym

12. THE FACTS:
3
2010 Constant Contact
Event marketing usually
consumes <20% of event budgets.
@ActioMarketing #yaypym

13. THE FACTS:
4
2010 Constant Contact
@ActioMarketing #yaypym

14. THE FACTS:
4
2010 Constant Contact
5.5 is the average number of
promotional methods for
events.
@ActioMarketing #yaypym

15. THE FACTS:
5
2010 Constant Contact
@ActioMarketing #yaypym

16. THE FACTS:
5
2010 Constant Contact
The top promotional methods for
events are:email , word of
mouth, website, and mailed invites.
@ActioMarketing #yaypym

17. THE FACTS:
6
2010 Constant Contact
@ActioMarketing #yaypym

18. THE FACTS:
6
2010 Constant Contact
40% of events use social
media for promotion.
@ActioMarketing #yaypym

19. THE FACTS:
7
2010 Constant Contact
@ActioMarketing #yaypym

20. THE FACTS:
7
2010 Constant Contact
11% of events use blogging
for promotion.
@ActioMarketing #yaypym

21. THE FACTS:
8
2010 Constant Contact
@ActioMarketing #yaypym

22. THE FACTS:
8
2010 Constant Contact
47% of events mail invites.
@ActioMarketing #yaypym

23. THE FACTS:
9
2010 Constant Contact
@ActioMarketing #yaypym

24. THE FACTS:
9
2010 Constant Contact
27% of events send
More than
press releases.
@ActioMarketing #yaypym

25. THE FACTS:
10
2010 Constant Contact
Top Marketing Challenges.
@ActioMarketing #yaypym

26. THE FACTS:
10
2010 Constant Contact
Top Marketing Challenges.
50%
38%
25%
13%
0%
Getting responses Minimizing No-show
Attention to invitesGetting People to Event
Confirming Attendance
Managing Mulitple Communicatio
Timely Events
@ActioMarketing #yaypym

27. EVENT MARKETING
BOOTCAMP
Stacey Ruth
PRINCIPAL, ACTIO MARKETING
EVENTING MARKETING MISTAKES:
WHAT’S WRONG HERE?
@ActioMarketing #yaypym

28. Top 6 Event
Marketing
Mistakes
1. Putting tactics before
strategy
2. Too much/too frequent
information
3. Not enough information
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

29. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before
strategy
2. Too much/too frequent
information
3. Not enough information
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

30. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent
information
3. Not enough information
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

31. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent 2. Rule of three ideas
information
3. Not enough information
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

32. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent 2. Rule of three ideas
information 3. WIIFM
3. Not enough information
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

33. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent 2. Rule of three ideas
information 3. WIIFM
3. Not enough information 4. Measure what’s working
4. No metrics of success
5. No budget
6. No time
@ActioMarketing #yaypym

34. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent 2. Rule of three ideas
information 3. WIIFM
3. Not enough information 4. Measure what’s working
4. No metrics of success 5. $ value of an attendee
5. No budget
6. No time
@ActioMarketing #yaypym

35. Top 6 Event
Marketing
Mistakes Fixes
1. Putting tactics before 1. Start with who/where/
strategy when & goals
2. Too much/too frequent 2. Rule of three ideas
information 3. WIIFM
3. Not enough information 4. Measure what’s working
4. No metrics of success 5. $ value of an attendee
5. No budget 6. Urgency messages
6. No time
@ActioMarketing #yaypym

36. GETTING THE BALL MOVING:
WHERE DO WE BEGIN?
@ActioMarketing #yaypym

37. What’s a
Strategy?
We will have 200-300 attendees
registered in the next 4 months,
who will use 6 new products
in their jobs by the end of the
@ActioMarketing #yaypym

38. What’s a
Tactic?
Email. Facebook. Twitter. Blog. You
Tube. Postcard. Direct mail. E-
signature. Invitation. Press Release.
Personal Phone Call. Personal Email.
Event website. Online ad. Print ad.
LinkedIn discussion Group. LinkedIn ad.
LinkedIn status line.
@ActioMarketing #yaypym

39. Steps to
Determine
Tactical Plan
1. Set goals: why, who, how much,
when, what
2. Know your audience
3. Develop content/agenda
4. Based on 1,2,3 determine best
media and frequency to reach
attendees
5. MEASURE RESULTS if you want to
repeat or improve them.
@ActioMarketing #yaypym

40. Yeh.
But HOW
Do I Do It?
1. Relevant content
2. Testimonials
3. Previous event pics/videos
4. FAQs
5. “Why Attend” and “Who Should
Attend” messages
6. Have a draw – recognition,
giveaways, keynote speaker, etc.
7. Build partnerships
8. Try various media @ActioMarketing #yaypym

41. EVENT MARKETING
BOOTCAMP
Stacey Ruth
PRINCIPAL, ACTIO MARKETING
EVENTING MARKETING MISTAKES PART 2:
WHAT’S WRONG HERE?
@ActioMarketing #yaypym

42. Bad Results
Source
1. Wrong expectations
2. Wrong content
3. Wrong media
4. Wrong frequency
@ActioMarketing #yaypym

43. Bad Results
Source Fix
1. Wrong expectations
2. Wrong content
3. Wrong media
4. Wrong frequency
@ActioMarketing #yaypym

44. Bad Results
Source Fix
1. Wrong expectations 1. Look at similar events
2. Wrong content
3. Wrong media
4. Wrong frequency
@ActioMarketing #yaypym

45. Bad Results
Source Fix
1. Wrong expectations 1. Look at similar events
2. Wrong content 2. Change your message
3. Wrong media
4. Wrong frequency
@ActioMarketing #yaypym

46. Bad Results
Source Fix
1. Wrong expectations 1. Look at similar events
2. Wrong content 2. Change your message
3. Wrong media 3. Try other media
4. Wrong frequency
@ActioMarketing #yaypym

47. Bad Results
Source Fix
1. Wrong expectations 1. Look at similar events
2. Wrong content 2. Change your message
3. Wrong media 3. Try other media
4. Wrong frequency 4. Alter your frequency
@ActioMarketing #yaypym

48. PUTTING IT INTO PRACTICE:
A FEW GOOD EXAMPLES
@ActioMarketing #yaypym

49. 1 2 3
Ellena has an annual Marcia manages a Drew is launching a
customer event in 5 mandatory annual first-time executive
months, and wants franchise meeting, with forum hosted by his
>30% (>800) of her 350 attendees. Adoption company, has a limited
customers to attend. of best practices, database, a budget of
She has 2 people on programs is low, and $2,000, and 3 months to
her team and an $8000 performance is down. generate 60-80
marketing budget. She has $7,500 for attendees.
marketing.
@ActioMarketing #yaypym

50. The Situation:
 100% customer attendance = 2500
 Average attendance = 600
 GOAL: 833 attendees
 Currently uses:
– event website
1 – company website link
– email announcements
Ellena – personal invitations from sales team
 Competes with 7 other industry user
Customer conferences
Conference
 Holds conference in Vegas
 Gets great feedback from attendees
@ActioMarketing #yaypym

51. The Approach:
 Performs sample population survey
on both previous attendees and
non-attendees.
 Asks about:
– Awareness
– Location
1 – Content
Ellena – Format
– Business challenges
Customer – Reasons for attending and
Conference obstacles to attending
@ActioMarketing #yaypym

52. The Insights:
 Most non-attendees were unaware
of conference (75%)…
 …Or could not get their boss’
approval to attend a conference in
Las Vegas due to expense (15%)
 Attendees liked networking, but
1 preferred different networking
formats
Ellena
 Attendees did not want a focus on a
sales message, but did want time to
Customer
get hands-on experience with the
Conference
product
@ActioMarketing #yaypym

53. The Solution:  Ellena’s company built an incentive
contest to encourage sales team to
invite customers
 The event website was re-designed
to present “reasons to attend” and
focus on new, improved networking
opportunities, and hands-on
learning opportunities
1  Event website included testimonials
and personal invitation from the
Ellena president
 Event location was moved the
Customer following year to Dallas
Conference
 Attendance went from~600 to ~900
in first year
@ActioMarketing #yaypym

54. The Situation:  Attendance is guaranteed, but
engagement is at an all-time low
 For the franchise system to grow and
flourish, franchisees must be
marketing online, re-furbishing their
stores, improving their customer
service, and better training their
staff.
2  The conference is where they learn
how.
Marcia
Mandatory
Franchise
Conference
@ActioMarketing #yaypym

55. The Approach:  Marcia began a four-month pre-
event marketing campaign that
included email and direct mail
 Each campaign piece delivered one
key concept that would be covered
at conference, with a benefit to the
attendee
 Attendees also received an email
2 link to a personal video invitation
from the President.
Marcia  Marcia also developed a speech
writing and coaching program for
Mandatory her executives, ensuring they
Franchise delivered their content in the most
Conference effective, powerful manner.
@ActioMarketing #yaypym

56. The Approach:  Marcia also put an ROI Analysis
plan in place to measure the
results of her new approach for
the company’s bottom line.
2
Marcia
Mandatory
Franchise
Conference
@ActioMarketing #yaypym

57. The Solution:  Retention (learning)of information
from presentations improved 80%
 Intention to act on information after
the meeting improved 65%
 Customer service scores improved
17%
 Staff training increased 50% over the
next 6 months
2
Marcia
Mandatory
Franchise
Conference
@ActioMarketing #yaypym

58. The Situation:  The company has decided to hold a
high-level educational executive
summit as a way to build business
 The company’s database is small,
and has not been “cleaned up” in
years
 As a first-time event, there is no
awareness, and very little budget
3  There is apparently no other
meeting quite filing the intended
Drew niche, and seems to be a real need
for such a meeting
Executive
Summit
@ActioMarketing #yaypym

59. The Approach:  Drew shared his company’s billing
with top industry experts who were
not competing with his company’s
services, and used them as a draw.
 The marketing campaign included
5 emailers featuring the speakers,
and an “urgency” message
regarding early registration,
3 focusing on “limited space” idea
 The event website included
testimonials about the speakers
Drew
rather than the event.
Executive  Drew utilized LinkedIn discussions
Summit to ask questions that pointed back
to his summit.
@ActioMarketing #yaypym

60. The Approach:  Drew also partnered with an
industry association to get
education credits for the event, and
have a banner ad included in their
weekly email newsletter
3
Drew
Executive
Summit
@ActioMarketing #yaypym

61. The Solution:  The first summit did not quite
make the 60 attendee mark –
garnering only 47 in its inaugural
year
 Every presenter, including Drew,
received substantial projects as a
result, and re-committed to
continuing the effort for future
3 events
 The second conference is
scheduled for next summer, and
Drew
the attendance goal has been set at
50
Executive
Summit
@ActioMarketing #yaypym

62. Stacey Ruth
PRINCIPAL, ACTIO MARKETING
ActioMarketing.com
GetEnterAction.com
404.220.7614
/ActioMarketing
/StaceyRuth
@ActioMarketing
#yaypym