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Growth tactics for event organisers
- 1. Growth Tactics* for Event Organisers A non-exhaustive list. Indiependence Growth Consulting Peatix Backstage Pass 2018 *≠ Hacks
- 2. What I do (and why I can't call myself a "growth hacker") I work with startups to build a solid foundation for business growth. 1. Define growth plan 2. Set up internal growth engines 3. Plan growth programs 4. Optimize conversion / revenue funnel 5. Make sure the right data infrastructure is in place 6. Track the metrics that matter
- 3. It's way beyond "hacking"
- 4. What do you want your event to achieve? i.e.: Buy? Try? Experience?* *≠ mutually exclusive
- 5. Showcase a product / service Learning-focused, organiser is typically an expert sharing their domain knowledge. Workshops, seminars, not usually tied to a single brand.
- 6. Value-add to a product / service Typically organised by a brand owner, featuring products/services only from that brand. Might not be overtly marketing/selling their product.
- 7. The event IS the product Musicals, theatre shows, festivals, conferences, etc.
- 8. Why does it matter? It informs how to set up your messaging to sell more tickets. E.g. what to say, who to say it to, where to find them, how to place to message where they are, etc.
- 9. Try these 5 things before your next event Set yourself up with a foundation for growth
- 10. Build a community Acquisition > Activation > Revenue > Retention > Referral Find your audience. Decide which channels to focus outreach through. Potential avenues: your venue partners / invited speakers / sponsors Foster relationships with complementary groups & support other relevant events
- 11. Start thinking about PR Acquisition > Activation > Revenue > Retention > Referral Brand. ● Forge relationships with trade media, relevant influencers within your industry / interest group. Personal. ● Industries and circles in Singapore are small. Protect and promote your personal brand with honesty & passion. ● Use your personal social media presence as a platform to drive interest and awareness in your company's brand, product, service.
- 12. Develop & curate content Acquisition > Activation > Revenue > Retention > Referral Identify the kind of content you think is relevant to your audience Be realistic about the time it'll take to develop Distribute them across your owned (web, app, social, e-newsletter), earned (PR, reviews, external social), paid channels (advertising) Remember to make them shareable & in different formats (text, video, GIF, whatever)
- 13. The mailing list. Make one. Use it wisely. Acquisition > Activation > Revenue > Retention > Referral Old school but intimate Turns past attendees into advocates through exclusive updates via mailing list (give them a sense of ownership of the product, experience, or service) There will be tips later on how to collect emails
- 14. Build a healthy foundation for growth Acquisition > Activation > Revenue > Retention > Referral Understand how digital marketing & sales metrics correlate with sales objectives Get your website, blog, ticketing platform properly integrated Buzzwords: on-page / off-page SEO, content strategy, UX, CMS Implement sensible analytics to track & review performance of your digital marketing efforts Buzzwords: Google analytics, Google Search Console, Facebook Insights, Twitter analytics
- 15. Build a healthy foundation for growth Acquisition > Activation > Revenue > Retention > Referral Understand how digital marketing & sales metrics correlate with sales objectives Get your website, blog, ticketing platform properly integrated Buzzwords: on-page / off-page SEO, content strategy, UX, CMS Implement sensible analytics to track & review performance of your digital marketing efforts Buzzwords: Google analytics, Google Search Console, Facebook Insights, Twitter analytics
- 16. Build a healthy foundation for growth Acquisition > Activation > Revenue > Retention > Referral Understand how digital marketing & sales metrics correlate with sales objectives Get your website, blog, ticketing platform properly integrated Buzzwords: on-page / off-page SEO, content strategy, UX, CMS Implement sensible analytics to track & review performance of your digital marketing efforts Buzzwords: Google analytics, Google Search Console, Facebook Insights, Twitter analytics
- 17. With these in place, here are some growth tactics to consider...
- 18. Make FOMO your friend ● Pricing tiers ● Cut-off dates ● Testimonials ● Reviews Offer advanced / 1-for-1, and / or tiered pricing in the lead up to the event. Update your followers on how fast the tickets / ticket price tiers are selling out. Publish / share previews / pre-event reviews with CTA (call- to-action) buttons / links to ticket purchase page Publish testimonials from past attendees with CTA buttons / links to ticket purchase page Leverage past successes as indication of what to expect If its a multi-day or multi-show event, post live updates on social media to drive ticket sales for event duration
- 19. Make FOMO your friend ● Pricing tiers ● Cut-off dates ● Testimonials ● Reviews FOMO factor FOMO multiplier
- 20. "In-the-know" promos ● Mailing list ● Partnerships ● Referral system ● Promo codes Get more people to subscribe to your mailing list or fill out a survey by incentivising them with promos for future events Offer preferential pricing to: ● your mailing list subscribers ● friends / followers / customers of venue partners, speakers, complementary groups, sponsors, etc. ● group / bulk / bundle purchases ● referrals from existing customers (e.g.10% off with friend's referral link) ● customers who purchased your brand's product (i.e. promo with purchase)
- 21. ● Mailing list ● Partnerships ● Referral system ● Promo codes "In-the-know" promos Mailing list Promo code FOMO factor FOMO factors Referral system
- 22. Leave breadcrumbs ● Content ● Social media channels ● Incentives Drop "behind the scenes" content in the lead up to the event ● Formats that work across most social media channels: images, gifs, video Engage your followers with polls/surveys ● Give them a "stake" in driving the event's content or agenda ● Incentivise for post-event feedback & collect positive feedback to use as future testimonials Offer incentives for participation: ● Meet & greets ● Vouchers ● Promo code for next event ● Cross-promo deal with partners / complementary groups
- 23. Leave breadcrumbs ● Content ● Social media channels ● Incentives
- 24. Optimise your social channels ● Facebook ● Instagram ● Other core social platforms Ensure your events tabs on Facebook is organised prominently Link your event to your page timeline & set up your event calendar Tag partners / sponsors social media profiles Encourage partners / sponsors to promote event Get a catchy, easy-to-remember event hashtag like #backstagepass17 or #BSP ;) More tips: http://www.stellercreative.com/facebook-event- marketing/
- 25. Optimise your social channels ● Facebook ● Instagram ● Other core social platforms 👍 👍 👍
- 26. Optimise your social channels ● Facebook ● Instagram ● Other core social platforms
- 27. If you have a bit of money for advertising... ● Remarketing ● Google Adwords ● Facebook ads Boost Facebook posts to promote your event & use targeting features thoughtfully Upload your mailing list to Facebook's ad manager platform to find similar audiences to target Invest in paid search & retargeting on Google Adwords to drive traffic to your website Ensure you have a budget, quantifiable objectives and a way to track budget vs spend vs performance
- 28. Ultimately, there is no one size fits all solution. Mix & match to find what works! Continually optimise for your event’s objective, your audience, and your business.
- 29. About indiependence We provide growth consulting services for fintech startups based in Singapore & the region, covering B2B and B2C verticals from cryptocurrency, payments, remittances, financial investments, and more. While starting out as a marketing focused consultancy, indiependence has evolved to offer solutions covering business and product growth strategy. Because growth does not, and cannot happen on its own.
- 30. About Eunice 👋 Founder & principal growth consultant at indiependence 👩🏻🎓 BA, Graduate Diploma, Psychology 👩🏻💻 12 years digital marketing & UX 💃🏻 Singapore Fintech Association - Women in Fintech committee member 🎀 Lean In Singapore Women in Fintech circle member 💵 Crypto investor 💣 ICO avoider 🔮 Part-time startup founder therapist eunice@indiependence.sg https://angel.co/eunice-cheng
- 31. Thank you. Indiependence Growth Consulting Peatix Backstage Pass 2018
Editor's Notes
- So today I’m going to go through a few tactics, and also how to set up your marketing operations to support the delivery of such tactics. The reason why I can’t call them hacks is because…
- well, because I don’t see what I do as growth hacks. Previous life as vp growth of a fintech startup, which I joined a year after the company was incorporated, it took me at least 8 weeks to gather the necessary data to analyse and work with the team to optimise before I could do any “hacking”. A lot of what I was doing those 8 weeks were related to the 6 points here.. so if u think of “hacking” as the fun part of growth then you can say that you’ll need a funhouse to have fun. Or at least a foundation on which u can run growth tactics effectively…
- This is what the funhouse looks like for me in my work with startups. Growth in my world = art + science. The objective is to do effective marketing i.e. to drive business results. Combi of brand building fundamentals + knowing how to plan & run marketing campaigns + understand the types of tactics that will work Events marketing being a one of the pillars (tactics) in the funhouse of growth. So how would we plan for a successful events marketing campaign?
- 1st question you should be asking yourself is what you want the event to achieve..for the biz. Drive revenue? Attract new customers? Increase leads? Drive awareness about your brand/product/platform? Drive signups to your product/platform? Engage your existing customers? If you think of event attendance as the goal, then what action do u want the consumer to do? It all depends on what the final business objective is. There are a few categories in which I can lump events into, but this is by no means exhaustive…and are not mutually exclusive.
- Where information about your product or service can only be delivered in-person, events help as a core channel for sharing that information. Organisers for such events can be varied, and content can be broadly focused around 1 interest, but are usually led by a domain expert. Revenue model: drive event attendance & fees from there Benefit: for the workshop lead to showcase expertise in that particular domain, Other examples include photography / dance / theatre workshops. Any examples from the audience? Do you think you event fits this definition?
- Similar to showcasing of a product/service, the difference is that events like these are typically organised by a brand owner. Content for the event usually around an area related to the product experience. Stashaway = fintech roboadvisor; engage community and potential customers by sharing their opinions on financial markets outlook for 2018. Revenue model: drive subscriptions, collect management fees Benefit: showcase credibility/legitimacy, establishes trust cos roboadvisory removes human relationship in investing. MUJI = home and lifestyle goods; engage existing and potential customers about how to style a home/other interior with this workshop Revenue model: brick & mortar, drive sales Benefit: showcase product variety, reinforces the brand’s value proposition and customers’ affinity with the brand, establishes leadership in minimalist styling.. Case in point, this event right now is a value-add to Peatix’s core ticketing platform product. Examples include yoga classes held by lululemon, running groups organised by New Balance / Asics, workouts organised by UnderArmor, meditation workshops by a wellness media publication, etc. These events aren't a hard sell of their product/service, but teach you how to use their products or services in the most relevant manner.
- Speaks for itself, really. Festivals, multiple events grouped into a central theme. Organisers can be from the event itself, or the venue hosting the events like Arts House, Esplanade, etc. Revenue model: earnings from event attendance (fee-paying audiences), sponsorships, partnerships. Benefit: largely social/civic, if run well adds positively to society on a larger scale
- Gives you a sense of who you should be targeting, what you should be communicating, and for what business purpose.
- These tips can be done all at once, or one at a time, and matches each phase of the customer's interaction with your brand, product or service. As a guide you can think of categorising what you want to track into phases corresponding to the customer’s journey with your brand.
- Your community will be the first people you market to and the ones you want to try and evangelise. From a customer journey perspective, they are a group you need to acquire, and constantly retain.
- If you the budget, look at engaging a PR agency. From personal experience, media contacts are super valuable for startups/small businesses. You’d want to own that relationship. Not outsource it to a 3rd party.
- If you’re a content / news / publishing platform – perfect. If you’re not, start thinking content relevant to your product/service/audience.
- The mailing list has evolved over the years and is now used to much more than just disseminating news to people who gave you their emails. They gave you their emails for a reason. Don’t regurgitate the same stuff they can get from external avenues. Use it as a channel for exclusivity. Make people want to sign up to be truly in the know.
- So if u see events marketing as a pillar in your funhouse, then start thinking holistically about events marketingcan enable sales. Start thinking about the kinds of metrics you’d need to track to measure whats working With that, work out the kind of tools, software you’ll require to analyse these metrics. So a typical framework that growth marketers tend to use to track how a tactic’s effectiveness is this thing called the pirate metrics framework. Cos it sounds like.. It allows you to start thinking of activities you can do, and metrics u can track from the moment someone is acquired as a customer to becoming a retained, valued customer. Some of the tactics are listed as buzzwords here, and it starts to get quite complicated when I deep dive into it, so please come say hi and ask me more later.
- If you’re wondering wth metrics mean, then maybe you’ve seen this before – Peatix has a reporting feature in your user dashboard for every event and it shows you PV nos and where these people are coming from. Protip: Peatix can provide you with conversion tracking reports for your events as well but you’ll need to contact them directly to get that data You can also see similar metrics and a lot more on Google Analytics, if you have a website set up and want to know where your site visitors are coming from, how much time they spend on the site, what actions they take, etc. Speak to a developer to get that set up – it’s a matter of plugging in a set of codes into HTML – and consider what metrics u think is important to you/your biz. Facebook Insights is also another tool you should look into if you run a lot of comms on your FB Page.
- Facebook Insights is also another tool you should look into if you run a lot of comms on your FB Page. This is auto set up once you launch your FB page so there’s not much tinkering about you need to do. But Insights shows you a lot of information about the engagement of your page posts with followers, as well as rate of growth of your followers. E.g. if you post lots of text based updates and they’re not performing well, perhaps consider switching up the format of the updates to images/video instead. Insights will give you the numbers to make such decisions.
- Or the fun stuff once the funhouse is built..
- 1 & 2: mostly used by festivals, events with high-profile speakers, conferences aka event as product Can do this once you have your ticketing, web, blog, social platforms linked up and you’re ready to measure effectiveness of certain messaging against your biz objectives.
- E.g. from TIA a regional tech startup news portal. They run yearly conferences in SG, JKT, BKK, Bangalore, where their main readership is based. Tech conferences like TIA have nailed their presales tactics with early-bird, super early bird promos.
- This is where the mailing list comes in handy – it is your captive audience and you need to know how to treat them like VIPs.
- This is a ticket confirmation for a tech conference in HK last year that wanted more female representation in attendance numbers. So they bundled an earlybird + women-only promocode together, together with code deadline, a referral code system to leverage their existing customer (ME). Personally it was a hit with me and the women in tech network I shared the referral link with.
- Breadcrumbs do 2 things: engage & excite your ticketed customer, pique the interest of a potential ticketed customer. But breadcrumbs can only do so much. Consider combining them with incentives/promotions for purchasing a ticket – give them a say through polls/surveys about the event agenda if you’re in control of it, or provide incentives for future ticketed events.
- e.g. promotion of Hayat for M1 Fringe Festival by Centre42 – the play’s venue. It does these 2 things: engage & excite your ticketed customer, pique the interest of a potential ticketed customer. It also promotes another show during the festival – remember what I said about building community? Supporting relevant groups?
- If events are your main thing, make sure its easy for people to find out about them.
- Arts House does a good job moving their Events tab up to the 3rd, below Home and About, and featuring their upcoming events. They also have a well populated list of events on their FB page so people who found Arts House on FB can just stay there until they decide to find out more/book a ticket.
- Where possible, tag your partners, hashtag popular tags – this helps with discoverability.
- We provide growth consulting services for fintech startups based in Singapore & the region, covering B2B and B2C verticals from cryptocurrency, payments, remittances, financial investments, and more. While starting out as a marketing focused consultancy, indiependence has evolved to offer solutions covering business and product growth strategy. Because growth does not, and cannot happen on its own.