Event Marketing Masterclass
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Eventbrite is a platform for creating, promoting, and selling tickets for events of all kinds. It provides tools to help event organizers market their events more effectively, including setting up ticket types and collecting attendee information, sending email invitations, tracking promotional links, and generating reports. The presentation concludes with four tips for boosting event marketing: modernizing email marketing with calls to action, knowing your audience, and including valuable content; maximizing event content on social media and your website; building partnerships with other local events; and creating a consistent brand identity.
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Event Marketing Masterclass
- 1. 1 Event Marketing Masterclass Katie McPhee | @britelondon | December 2014
- 2. On the agenda today: The theory: • What is Eventbrite? • Setting up your event (for success) • Tools to promote and spread the word • Using data to sell tickets And in practice: • Four final tips to boost your event marketing
- 3. What is Eventbrite? Create, promote and sell tickets for any event imaginable
- 4. …And a place of event discovery
- 5. wine tasting concerts theater volunteering marathon poetry live music arts & crafts class reunion fashion fun run festival race fundraiser hiking block party hiking politics turkey trot car rally networking summits dance parades comedy training expeditions dating tea party design
- 6. As an event organiser, how can Eventbrite help me? • Makes your job a lot easier! • Increase awareness of event • Collect data for attendees • Collect payment in advance • Send invitations • Seamless communication with attendees • 24/7 customer support
- 7. Ticket Types
- 9. Create a customised event page
- 12. Event Dashboard
- 13. Promo Codes
- 17. Tracking Links
- 18. Managing Waitlists ~> A good problem to have!
- 19. Email updates to attendees
- 20. Entry Manager Check-in guests using an iPhone, Android or iPad
- 21. Event Reports
- 22. Social Stream
- 23. Survey Monkey
- 24. 4In practice: 4 Event Marketing Tips 1. Modernise email marketing 2. Maximise event content 3. Build a community of event partners 5. Create a consistent and unmistakable brand
- 25. 1. Modernise email market ing
- 26. 1. Modernise email marketing
- 27. 1. Modernise email marketing 1. Always have a call to action 2. Know your audience and segment accordingly 3. Offer value - be it a giveaway, an offer, or important news 4. Be strategic and set goals 5. Include images
- 28. 2. Maximise event content
- 29. 2. Maximise event content Brite Space recap: https://www.youtube.com/watch?v=sH FWeHIkVLs
- 30. 3. Build a community of event partners
- 31. Managing your festival 4. Create a consistent and unmistakeable brand brand
- 32. 4. Create a consistent and unmistakeable brand
- 34. Thanks for listening! Katie McPhee @britelondon
Editor's Notes
- Temperature check – [Slido?] -how many people in the room are event organisers? -How many people are thinking of planning an event? -How many people in the room are running some other kind of non-event related startup?
- Founded in 2008 by Kevin and Julia Hartz Based on SF with office in London and marketing managers around the country
- People visit Eventbrite all the time to find great things to do in their city
- A little bit about Eventbrite – And we’re a website that allows anyone to create, promote and sell tickets for any kind of event – as well as discover events going on close by. Eventbrite was founded in 2006 in San Francisco by Kevin & Julia Hartz. At that time, only stadiums, festivals and concerts were ticketed events –there was no solution to help the smaller events promote themselves and sell tickets online – so Eventbrite was created to enable small businesses to do just that – and today you’ll find everything from dance – to arts and crafts – seminars – fashion – and networking events on our website – zs well as the large scale events you’d expect to find on a regular ticketing
- Incentivise
- 12 million visitors per month
- Custom HTML to create great looking pages & white label them per your branding
- Super important to build customer database who you can connect with on your next event
- Such as can I Add you to my mailing list? Or, if a food event, Dietary requirements
- Event dashbard is headquarters for your event Quick glance, see gross ticket sales, how ticket sales are trending, page views
- Discount % Great for VIPs, press, newsletter subscribers, social media promotions Can also upload membership numbers
- Communicating with attendees made easy Changes to events, postpone, cancellation, weather, parking, etc. On-brand with fonts, pictures, logos, etc.
- But looking to 2015 and changes to email being planned by big providers - email - Email Marketing’s about to get more visual - As anyone who uses Gmail will have seen - the promotions tab categorises all promotional emails - and they recently announced the trial of Grid View. —-Which will transform how your inbox looks from this -
- And on your email marketing message content itself - the basic rules still apply. >Always have a call to action >Know your audience and segment accordingly >Offer value - be it a giveaway, and offer, or highlight important news >Be strategic and set goals. Effective email marketing is highly tracked and analysed. Understand how you’ll measure success - open rate? click through/ list growth? Experiment and keep track of what you’re doing. > Include images. Besides the upcoming changes to gmail, including an images leads to a 42% increase in click through rate!
- Maximise the content creation opportunities events offer. E.g. for your blog / PR / social. And photos! — Or if it’s your first event - how about the following tools: DeathToStockPhoto - All the more important to use photography if your event is a little unusual as it’s essential to create intrigue and sell tickets.
- Build a community of event partners. Onboarding the right partners will help amplify your message and spread brand awareness - and sell tickets Startup Grind is one of our conference organisers in London The organizer is really passionate about creating events that create value - and is one of the most effective organizers I know in setting up hardworking partnerships; And his partners range from iconic venues - to interesting keynote speakers; well known moderators and high profile sponsors. All because he’s learned how best to promote his event to specific partners - drawing out the benefits that he’ll know they’ll value. But as event organizers we’ll all experience the ‘vanity partner’ at some time or another. That partner we were so excited to get on board - but that don’t end up carrying out their end of the deal, probably because they don’t understand your brand - and so this ultimately drains from the value of the event. The right event marketing partnerships will help enhance your event because they have a solid understanding of your brand, goals and will likely have a community who matches your target profiles.
- Create a consistent and unmistakable brand That appears wherever your event shows up. - Depending on your budget you can get a logo created for less than 50 Euros via sites like Fiver + Elance - If you want a website but your budget is constrained, plenty of sites like Wicks and Wordpress offer easily customizable web site templates that you can direct to your website URL -
- But if it’s events you’re running and you don’t feel technically competent – your Eventbrite organizer page can be customized and act as the web portal for your events, replacing the need for a website - The pages can be heavily customized to match your branding, and embedded with the content we spoke about earlier