Every association executive knows that events drive a significant portion of the organization's revenue, but did you know that 30-40% of all emails that associations send focus on getting members to register? It's clear that associations are currently doing event marketing, but is it as effective as it could be? Join this session as we discuss different ways to target, incent & create buzz about your event through Marketing Automation. We'll show you how to get a much better response & allow you to send smarter & more sophisticated emails.

1. Webinar Presenter:
Maneesha Manges
[Using Marketing Automation
to Grow Event Registration]
September 19, 2017| 11:30am ET

2. 1. Welcome / Introductions
2. Today we will cover…..
3. Next Steps….submit questions, contact sales,
contact helpdesk
Agenda

3. Current Pulse
Where Are We Now

4. Digital Communications for
Events
• Conference Website
• Social Media & Communities
• Banner Ads & Online Advertising
• Ecommerce, Coupons & Receipts
• Video Media
• Email
• Mobile App
• Onsite Signage & Interaction Points
• Webinars
• Livestreaming/Virtual
• Surveys & Polls
• Text
• Voice Mail Messaging

5. Today’s Challenges
• Thinking in terms of logistics &
not experience
• Rethinking the event to be a
longer time length
• Discrepancies in skill gaps &
digital understanding
• Not taking the time to map out:
– Participant Personas
– Participant Journey
– How You’ll Measure

6. User Experience
User Experience Design (UXD or UED or XD) is the process
of enhancing user satisfaction by improving the usability,
accessibility, and pleasure provided in the interaction between
the user and the product.[1] User experience design
encompasses traditional human–computer interaction (HCI)
design, and extends it by addressing all aspects of a product
or service as perceived by users.[

7. Modern Participant Expectations

8. Historical Approach in Event
Communications
• FOMO on Registration
• More at Once
• Don’t Ask Too Much
• Waaaaayyyyy in Advance
• See Ya Wouldn’t Wanna Be Ya

9. Modern Approach
• Simplify communications
• More communications, more
frequently but with simpler
messages and calls-to-action
(as in ONE call-to-action)
• Much shorter time frames

10. Digital Marketers Dream: Events
– Content
– Demographics, psychographics
– Transactions
– Isolated population to study
– Multichannel opportunities
– Actionable
– Measurable
– Multi-touchpoint

11. Digital Marketers’ Nightmare
Events
• Working in an inflexible
framework
• Zero to little budget included for
the event
• Trying to do new in ordinary time
is VERY hard
• Breaking out of crisis event
mentality
• Trying to do it all in-house in DIY
mentality

12. Best Practices Areas
Where Organizations Are Working

13. The Engagement Valley

14. Why the Valley?
• No time
• No plan
• No call-to-action
• No continuity
• No emotional reinforcement

15. Valley Effects

16. Offset the Valley Dip

17. Minimize the Valley
• Start earlier
• Continuous touchpoints
• “Mini” events to build demand
• More creative, more content
• More mocial
• Increased touchpoints/visibility
for groups that wish to reach
your target audience
• More points to analyze & adjust

18. User Experience Flow

19. Pre-Event Ideas
• Event groups on topics
• Industry roundtables
• Contests
• Images on badges
• Tweetchats & Meetups
• Speaker-based discussions and
blogs
• Past presentation libraries and
commentary
• Janus Approach & Discussion

20. During the Event
• Physical space for meetups, working
groups
• Special VIP parties, cocktails,
rewards
• Icebreakers based on social media
contests/inquiries/discussions
• “Tweetbody” for keynotes
• Scribes per industry, topic, etc
• Meet the speakers, authors,
keynotes
• Matchmaking & appointments

21. Post-Event
• Webinars
• Tweetchats
• Blogs
• Photo Galleries
• Video Testimonials
• Monthly topic discussions and
calls
• Guest bloggers
• “Meet the Attendee”: First
Timer’s View, etc.

22. Event Email
• Move from paper to email-
based daily news during
event
• Increase in banner ad
placement & sponsor
inclusion with tracking
mechanisms
• Completely tied into social
media outlets
• Content!

23. Contextual Emails

24. Social & Events
• Not an after-thought! Central to event
design
• Move from generic community to
program-focused or topic-focused
• Adding communities around events
year-over-year
• People that care will be recognized and
rewarded
• UX-Design Rules!

25. Blogs
• Faster & easier updates
• Year-round communication
• Bigger & better

26. Overview of
Measurement
New Thinking to Drive Engagement

27. Engagement
• Current Definition:
– Mystical idea to connote how
involved someone is in a
relationship with your product or
organization
• Current Measurements:
– Involve counts of attention-based
or “like” activity
• Infancy Stage of Application

28. Typical Engagement Metrics
• # Comments
• Times Attended
• # Posts to
discussions/blogs
• # Referrals
• # Click throughs
• # Opens
• # Submitted help
tickets
• # Forwards
• # Likes
• # Shares
• # Direct links
• # Visits
• # Calls
• # Views
• # Retweets

29. Today’s Engagement Scores
• Comprehensive,
often weighted score,
that is used to
determine which
individuals are most
active in your
organization or
product or event
• Transactions
($, frequency,
duration, periodicity)
= engagement score

30. Graphing Engagement

31. Graph You Want

32. Modern Engagement
• Behavioral-based
• How you act, quality of actions
• Level of impact
• Level of energy, enthusiasm
• Level of advocacy/belief

33. Modern Behavioral Engagement
Scores
• Greater weight based on:
– Monetary criteria
– Clout/ level of influence
– Number of
connections/followers/years of service
– Source of engagement
• Decide what is the right engagement
score mix for your organization

34. Engagement Scores We Want
• Comprehensive, often
weighted score, that
is used to determine
which individuals are
most
invested/attentive
to your
brand/product/offering
s
• Transactions
($, frequency,
duration, periodicity)
+
behavioral metrics =
engagement score

35. Ultimate Goal of Digital + Events

36. Digital Communications+Events
in 2017
• Wild frontier of measurement
• Not used within context of greater
campaigns
• Not seen as strategic
• Hidden, untapped power!
• Biggest area for ROI and member
buzz

37. My Contact Information:
Maneesha Manges
mmanges@highroadsolution.com
703.272.4125
www.highroadsolution.com