Hosting your own events is one the best ways to build real human connections with your peers and customers. It might not be as scalable as Facebook Ads or Adwords, but things to live streaming events can reach a ton of people these days. Organizing events is lots of work, and even if you have a cool event idea, tickets just won't sell themselves, whether your event is a free meetup or a 1000€ conference. Let's share our experience and best practices in building and promoting awesome events: - Finding the right event format - Planning a series of events - Having a promotional plan - Following up with attendees - Being present on the right platforms - And much more Watcht the live stream here on Facebook: https://www.facebook.com/pirateskills/videos/877372455767334/ Cheers, Ben _________________________________ Ben Sufiani Pirate Skills a: Im Mediapark 5, 50670 Cologne, Germany w: pirateskills.com e: ben@pirateskills.com

1. EVENT
MARKETING
JOIN THE CREW ON PIRATESKILLS.COM

2. FOUNDER SINCE 2008
HOST OF PIRATE SKILLS
PROUD DADDY
BEN SUFIANI

3. • CONFERENCES (VICTORIA BLECHMAN)
• SECRET EVENTS (TIM BETZIN)
• MEETUPS (BEN SUFIANI)
• Q&A
TODAYS JOURNEY

4. https://www.facebook.com/pirateskills/videos/877372455767334/

6. EVENTS AND ..
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

7. ANALYTICS
ACQUISTION
REFERRAL
RETENTION
ACTIVATION
REVENUE

8. HOW TO ORGANIZE A
CONFERENCE
VICTORIA BLECHMAN

9. HOW TO ORGANIZE A
CONFERENCE?
Well, just do it.

13. BUT WHAT IF YOU
HAVE A BUDGET OF
0 EUROS?

15. • TOPIC
• DATE
• LOCATION
• SPEAKERS
• SPONSORS
• FOOD & DRINKS
• GADGETS /
GIMMICKS / NAME
TAGS
WHERE TO START

16. • USUALLY SOMETHING YOU’RE ALREADY INTO
• YOU KNOW PEOPLE FROM THE SCENE
• THERE ARE PEOPLE WHO ARE INTERESTED IN
LEARNING MORE ABOUT IT
TOPIC

17. • NOT TOO MANY CONCURRENT EVENTS
• HOW MANY DAYS?
• DURING THE WEEK OR WEEKEND?
• NO HOLIDAYS AROUND
DATE

18. • NOT TOO MUCH CONCURRENT EVENTS
• HOW MANY DAYS?
• DURING THE WEEK OR WEEKEND?
• NO HOLIDAYS AROUND
DATE

19. • IT DOESN’T HAVE TO
BE TOO FANCY
• THE SMALLER THE
BETTER
• FLEXIBLE IN SIZE
• NOT NECESSARILY
THEIR CATERING
• ENOUGH FURNITURE
• LIGHT / SOUND
• GOOD ACCESSIBILITY
/ PARKING LOT
LOCATION

21. • WHERE TO LOOK FOR THEM?
• YOUR OWN NETWORK
• RESEARCH THROUGHOUT LINEUPS OF SIMILAR
CONFERENCES
• ARTICLES ABOUT THE TOPIC
SPEAKERS

22. • HOW TO CHOOSE?
• VIDEOS OF THEM SPEAKING TO AN AUDIENCE
• RECOMMENDATIONS FROM OTHERS
• NOT ONLY MEN
SPEAKERS

23. • HOW TO INVITE?
• LOOK FOR THEIR EMAIL ADDRESS
• WRITE AN EMAIL
• DON’T BE SHY
SPEAKERS

24. • INTRODUCTION
• INTRODUCTION ROUND OF THE AUDIENCE
• 3 HASHTAGS
AGENDA

25. • NOT ONLY LECTURES
• INTERVIEWS
• PANEL DISCUSSIONS
• GOOD MODERATOR!
• LONG PAUSES
• GET-TOGETHER AFTERWARDS
AGENDA

26. • WHERE TO LOOK FOR THEM?
• YOUR OWN NETWORK
• RESEARCH THROUGHOUT LINEUPS OF SIMILAR
CONFERENCES
• ARTICLES ABOUT THE TOPIC
SPONSORS

27. • HOW TO CHOOSE?
• CHOOSE WISELY!
• DON’T TAKE ANY SPONSOR - IT SHOULD FIT
• SOME BIG ONES, SOME SMALL ONES
SPONSORS

28. • HOW TO INVITE?
• LOOK FOR THEIR EMAIL ADDRESS
• WRITE AN EMAIL WITH ALL HARD FACTS AND
HOW MUCH MONEY YOU NEED
• DON’T BE SHY
SPONSORS

29. • IT’S IMPORTANT TO HAVE ENOUGH FOOD
• DON’T BE TOO FANCY
• TAKE STARTUPS ABOARD!
FOOD & DRINKS

30. • PEOPLE CAN WRITE THEIR NAMES THEMSELVES
• IT’S ALWAYS NICE TO HAVE A LITTLE PRESENT
FOR THE SPEAKERS
• MAYBE EVEN PRESENTS FOR THE AUDIENCE?
GADGETS & NAMETAGS

31. • SORTED EMAIL INBOX
• TRELLO
• MAILCHIMP
• EVENTBRITE
TOOLS

32. • RAUSGEGANGEN / WUNDERFEST
• STARTPLATZ
• MEETUP.COM
PLATFORMS

34. • TALK TO PEOPLE!
• REMEMBER THE
PEOPLE YOU’VE MET.
• PAY ATTENTION.
• STAY IN CONTACT.
• DO FAVOURS.
• GIVE. GIVE. GIVE. ASK.
• DON’T BE SHY.
• TALK STRAIGHT.
• SAY THANK YOU.
LEARNINGS

35. • VICTORIA.BLECHMAN@GMAIL.COM
• LINKEDIN.COM/IN/VICTORIA-BLECHMAN/
• TWITTER.COM/VICTORIA_CGN
VICTORIA BLECHMAN

36. SECRET EVENTS
& FESTIVALS
TIM BETZIN

37. Timeline
2015
• Rausgegangen
2016
• Salonwagen Sessions
• First Festival
• Wunderfest Alpha
• Crowdfunding
2017
• Secret Concerts
• Second Festival

38. Learnings (ask for it à 25% response rate at Festival)
• Get yourown crowd and
know how to reach them
• A crowd can be as large
as 3 people as long as
they are YOUR crowd
158
92
84
36
32
23
15
15
12
11
7
4
3
3
3
1
0 20 40 60 80 100 120 140 160 180
Acts/ das Programm (Vielfäl?gkeit)
Ambiente (Deko,Liebe zum Detail,etc.)/Atmosphäre
Die Loca?on
Das Publikum
Die S?mmung
Die Organisa?on
Das Essen
Workshops
ToileQen / Hygiene / Sauberkeit
"die kleinen Dinge links und rechts" wie Fotobox, Popcorn, etc.
Kostenloses Wasser auf dem Gelände
Die AZershow Party
Das Personal
Die Präsenz des Teams
Der Sound
Das ProgrammheZ
Was war sehr positiv? (220 Antworten)
Auswertung des Zusammen Leuchten Festivals 2017
Open Rate
ClickRate

39. Learnings
• Know your capacity, who it‘s
for and when you can deliver
it.
• Don‘t ask for the sale, ask for
the signal
• Release when
oversubscribed –celebrate
the sell out

40. Learnings
• High quality deliveryis the bestadvertising
• Mouth to mouth the cheapest advertising
• treat your clients special
– People using our app get better conditions
– secretconcerts: drinks are for free, special walk
– At the festival, they get different gadgets (lamps, graffiti,
tattoos etc.)
– Fomo is the biggest sales
driverà No show rate <5%
– Optimizing your CLV

41. Tools we use for events
• Basecamp
• Slack
• Own Ticketing System
– Push to slackfor tickets sales à Motivation
– CPO Tracking for Facebook campaigns à Which target groups are
working?
• Be careful:Only one pixelper account, keep tracking withUTM
– Collecting data for retargeting campaigns
• Zapier or IFTTT
• Google Analytics
– Where do they come from: Offline and onlinetargeting optimization
• Mailchimp
• Google forms for questionaires
• Xing and LinkedIn only for business events
• Adwords only if there is search traffic (not the case for new festival)

42. Thank you
Tim Betzin
Founder &CEO
Phone.: 0176 99083465
E-Mail: tim@rausgegangen.de
Vogelsanger Straße 20
50823 Köln
Looking for great events?
www.rausgegangen.de

43. MEETUPS
BEN SUFIANI

44. • HTTP://BIT.LY/PIRATESKILLS-MEETUP-
MARKETING
THE PIRATE SKILLS
MEETUP MARKETING
TEMPLATE

45. • CONFERENCES (VICTORIA BLECHMAN)
• SECRET EVENTS (TIM BETZIN)
• MEETUPS (BEN SUFIANI)
• Q&A
TODAYS JOURNEY

46. @BENSUFIANI
+49-176-30543705
BEN@PIRATESKILLS.COM
BEN SUFIANI

47. • HERE & NOW .. LOUD & CLEAR
• FEEDBACK BOARD
• BIT.LY/PIRATESKILLSLIVE
FEEDBACK & IDEAS

48. https://www.facebook.com/pirateskills/videos/877372455767334/

49. GROW IN
2018
JAN 3rd 2018
STARTPLATZ AND FB LIVE
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