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This document provides information about Sandra Flores and her business "We Coach The Pros". Sandra Flores is an entrepreneur and business coach who provides services to help small and mid-sized companies grow their business through improved processes, productivity, sales, relationships and rapid growth. She has 17 years of experience in business and offers coaching and training services to motivated companies.
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- 1. We Coach ThePros Sandra Flores 832-289-4465 ww.WeCoachThePros.com sandra@wecoachthepros.com "We provide motivated small to mid size companies money making processes. So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”
- 2.
- 3. Who is SandraFlores? 3 o Speaker/Trainer Business Solutionist o Entrepreneur for 17 years
- 4. Authorized Local Expert– Sandra Flores sandra@wecoachthepros.com www.WeCoachTheSalesPros.com D:832-289-4465 Text wecoachthepros to 22828 to join my list! facebook.com/wecoachthepros @wecoachthepros linkedin.com/in/wecoachthepros
- 27. 27 2. How toset marketing goals Engage members, advocates, volunteers Increase donations, revenue Nurture leads and relationships Drive repeat business and word-of- mouth referrals Reach new customers, donors Marketing goals are general
- 28. 28 Where are youtoday?
- 29. Let’s take apoll! 29
- 30.
- 31. Don’t believe me,check out what others have to say! Why Email is Still More Effective than Social Media Marketing - Forbes Magazine, Oct. 2013 Survey: Email is 40 Times More Effective Than Facebook and Twitter – Entrepreneur.com Is Email Dead?
- 32. 32 Email has highestROI than any other online marketing tool. “…email remains one of the highest ROI and most measurable marketing tools available for small businesses” Copyright ©2014 TheHuffingtonPost.com, Inc.
- 33. 33 Email is 40times more effective than Facebook or Twitter (more popular than any social media!)
- 34. 34 Email + Social Email& Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
- 35. 35 Email is mobilefriendly (50% Americans use their smart phone or tablet to check emails.) 83%of the audience for this seminar use mobile devices to manage their personal lives 80%of adults 18-44 have their smartphones with them 22 hours a day mediabistro.com
- 36. Flipping the funnel 36 1.Marketing for today Marketing then. Marketing now.
- 37. Email The Science ofDoing It Right! Do Not Spam! Don’t Use Bootleg Methods CAN-SPAM ActCAN-SPAM Act go togo to www.business.ftc.govwww.business.ftc.gov and search “CAN-SPAM”and search “CAN-SPAM”
- 38. 38 Anatomy of a Newsletter Linksto your website Links to your website Social Share iconsSocial Share icons Your social media icons Your social media icons Your message or testimonial video Your message or testimonial video Your header and branding Your header and branding Your photoYour photo
- 39. Email is hardto beat. 39 3. Campaigns that drive action
- 40. 40 Email & socialmedia work great together, but when it comes to results and effectiveness - email wins!
- 41.
- 42. 42 Use Videos Client Testimonials Email Whatdo I write about?
- 43. 43 2. How toset marketing goals Marketing Objectives are measurable • Get 100 new likes on Facebook through content download • Send VIP event invitation to past attendees and sell 30% of tickets • Announce new products and special savings
- 44. 44 marketing Types of events Atits core, marketing is about eliciting a physical and measureable response
- 45. Pull registrations 45 Types ofevents What are campaigns? Push invitations
- 46. 46 A note aboutengagement… ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
- 47. Types of Events|Why run one? | Promotion | Registration | Post-event | Next Steps
- 48. Types of events 48 Seminars andlectures Workshops and classes Social and networking Conferences Fundraisers and galas
- 49. 49 Why run one? What’syour goal? Raise money or drive purchases Create engagement Celebrate milestones Reward loyalty Educate
- 50. 50 Why run one? Tocharge or not… Don’t be afraid to charge for your event! Date/time conflict LocationOther Cost 200,000 RSVPs x .01% = 20
- 51. Types of Events|Why run one? | Promotion | Registration | Post-event | Next Steps
- 52. 52 Promotion Timing matters Create buzz (5-6weeks out) Increase registration (3-4 weeks out) Maximize attendance (2 weeks out to event date) Save the date! Allow time for planning, booking travel, donations, etc…
- 53. 53 Promotion Timing matters Create buzz (5-6weeks out) Leverage your newsletter Feature event info on website List your event publicly Event directories Events in America Local paper Local event calendars Co-marketing
- 54. 54 Promotion Communication schedule Increase registration (3-4weeks out) Social media posts & sharing Facebook events app Invitations: paper and email Registration form Event homepage
- 55. 55 Promotion Communication schedule Maximize attendance (2weeks out to event date) Provide tickets or confirmation Send email reminders Reminder on event website or homepage Updates and reminders on social media
- 56. “Forward” and “Share” 56 1. Marketingfor today are your new best friends
- 57. Types of Events|Why run one? | Promotion | Registration | Post-event | Next Steps
- 58. 58 Registration Information all inone place Easier. Available 24/7RSVPs and declinesPaymentsSell items, track donations
- 59. 50% Percentage of invitees (whoreceived paper invites) that want to register online 59 Registration The more it’s used…
- 60. 60 Registration Payment & donationoptions matter Credit cardCheck Online payment solutions Cash Credit card processors Check
- 61. 61 Registration Keep it simple:invitation The subject line matters! Event details Logo or simple graphics Compelling message, why to attend
- 62. 62 Registration 1: What shouldyou collect? Demographics Bringing guests? Time/session requested Event specific information Payment method Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings, adjust staffing, add/remove options Monitor meal options, clothing sizes/quantity, audience compositionPlan/adjust event finances
- 63. 63 Registration Keep it simple:registration page Event details Logo or simple graphics Brief description of event Event name Simple form fields Presentation Design Workshop Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!
- 64. Good data out 64 Gooddata in
- 65. 65 Registration Think beyond theevent Demographics Bringing guests? Time/session requested Event specific information Payment method Improve future event planning and marketing effortsBuild new customer/supporter relationshipsGrow your email list
- 66. Types of Events|Why run one? | Promotion | Registration | Post-event | Next Steps
- 67. The most importantthing you have to do after the event Thank you.Say
- 68. 68 Post-event Review statistics anddata Identify shows & no-shows Review revenue or funds raised Segment follow-up lists based on registration questions, activities participated in or behaviors %
- 69.
- 70. Post-event Get feedback witha survey Key insights Event venue Time / time of year Food Entertainment Speaking program Interests Demographics Newsletter sign-up
- 71. Types of Events|Why run one? | Promotion | Registration | Post-event | Next Steps
- 72. Reconfirm their registration ChecklistReminder Email Note if there is a waitlist or the event is full Describe check-in process, where to park, what to bring, emergency contact information… This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.
- 73. Say “Thank you”!! ChecklistFollow-up email Include at least one photo from the event! Ask to participate in your survey Ask attendees to post, tweet, comment about their experience Provide links to your social media channels Provide them with sample content – write out some tweets for them Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.
- 74. 74 Registration You have theinformation. Now what? 2 1 3
- 76. © Constant Contact 2015 Allthe channels that matter. Email. Mobile. Social. Grow with Constant Contact All the marketing campaigns you need together in one place.
- 77. 77 Email marketing isinexpensive and budget friendly = $20/month (up to 500 active contacts)
- 78. Exclusive Offers forToday’s Attendees PROMO CODE: ALEJUN30 Offer Ends June 30, 2015 *Terms and Conditions: This April Promotion (the "Promotion") begins on April 13, 2015 at 12:00 a.m., Eastern Time ("ET"), and ends on April 30, 2015 at 11:59 p.m., ET (the "Promotion Period"). If you are a Constant Contact Authorized Local Experts (“ALEs”) who is based in the U.S. or Canada and any of your eligible Constant Contact clients purchases any Constant Contact Toolkit package, during the Promotion Period, that client will receive a $50 Staples gift card. Your clients will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, (ii) they become a paying Constant Contact customer and enter the applicable promo code during check out by 11:59 p.m., ET, on Thursday, April 30, 2015 or call y ou and mention this offer during your normal business hours during the Promotion Period, and (iii) they remain a paying Constant Contact customer for at least a full 90 calendar days from the date they first became a paying Constant Contact customer. This Promotion cannot be combined with any other Constant Contact promotion or special offer and is provided by Constant Contact, Inc. Staples is neither a sponsor of this free gift card offer nor an affiliate of Constant Contact. See Staples Gift Card for complete terms and conditions of use. Gift Cards will be fulfilled by mid-August 2015 by mail to the address provided. Constant Contact offers a 30-day money- back guarantee on purchases of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions. This offer is not available to clients signed up under single bill. Get started with Constant Contact 30% off for your first three months http://bit.ly/79MobileCampaign Up to 500 contacts - $14 mo. | 501-2500 contacts - $24.50 | 2501 – 5000 contacts - $35 mo.
- 79. Month-to-month, no contract! FREEEmail Template / Website Match ($199 value) • Open your account today! $14 Award Winning Customer Support - 7 Days a Week! No risk ~ Money back guarantee! 30-Day Money Back Guarantee! Next Steps Get Started Today! *Includes month-month customers # - 15% base discount; 25% for Chamber members and 30% for non-profits
- 80. Increase Your BrandAwareness with… http://www.youtube.com/watch?feature=player_detailpage&v=AANA7lyF7dA Next Steps
- 81. Done for You* NextSteps How Can I Serve You? DIY o It Yourself DFY es at www.drasticonlineresults.com i on the menu
- 82.
- 83. You have an advantage. Yourcustomers love you!
- 84. 84 You can dothis! stay connected by joining our community of expertise of quick action tips! ios, weekly networking newsletters and much more! Text WECOACHTHEPROS To 22828 Then reply back with your email Text Or Scan
Editor's Notes
- #2 My name is Julie Niehoff, I’m the Director of Education & Development at Constant Contact. I have been with Constant Contact since 2006, I am based in Austin, Texas and here is my contact information if you want to reach out following this session. Send me an email, find me on facebook or reach out on Twitter.
- #4 Email marketing has helped my business to grow global Help me to stay connected
- #5 Introduce yourself and give them a clear understanding that you are there on behalf of Constant Contact.
- #6 We agreed earlier that every business has two things in common, sales and people and that for an organization to grow, one or both of these must grow. There are four factors that impact your sales growth.
- #12 The greatest myth ever told in sales training is to go for the no and that every no is one step closer to a yes.
- #13 What if your organization could get more yes's instead of wasting your time going for nos?
- #28 With all of your pushing and pulling to run campaigns, it’s important to have an idea of your goals.Here, we are looking at some general goals. General goals for your marketing are something that we all have [click to build], and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are. Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
- #29 So, we all know that the world as we know it is changing. I want to get a sense of where you are with online marketingright now so let me just ask how many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind them of your twitter handle) OK, hands down. Now [click to build] Who uses Pinterest? Instagram? YouTube? (do these one by one, if you have time you can ask people How they use instagram or pinterest ) [click to build] And how many have checked your email today? (all hands up) …. Anyone checking their email while I was speaking? (laughter) It’s fine, I completely understand. No worries. But it’s important to point out that many of you are on some of these channels. Some of you are on others. ALL of you are using email. Email remains the best way to reach people directly. We’re going to talk a lot about How to reach thru other channels like facebook and linked in and twitter today. But always remember that a At the core of all of it is the relationship you build with your clients, your customers, your followers and having their email address will help you manage and nurture that relationship in a big, big way.
- #31 Everyone has it Show of hands how many email accounts do you have? Everyone has it Share your brand Ability to share in social media Stay connected
- #32 Why Email Is Still More Effective Than Social Media Marketinghttp://www.forbes.com/sites/capitalonespark/2013/10/01/why-email-is-still-more-effective-than-social-media-marketing/ Survey: Email Is 40 Times More Effective Than Facebook and Twitterhttp://www.entrepreneur.com/article/230949#ixzz2t0dvoUl1
- #34 (See Amy’s list of resource articles to view actual articles)
- #35 That’s why it’s so important to shift your thinking When you combine email with social media, [click to build] the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate). [click to build] Sharing your email on social media will get it in front of more people, with the potential to grow your list. And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business. Let’s look at just a few businesses that have taken this to heart…
- #37 So, as I said before, marketing has changed…. Some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you and your ability to grow your business using all of the new online tools: that’s a basic shift in the way you may find and keep customers with today’s business climate. [click to build] Look at this model – it a typical sales funnel, using traditional marketing methods, things like print ads, radio, television, direct mail. This model is all about your reach – reaching out to FIND new customers. it’s bigger at the top, which is where you spend a lot your time, your money and your energy in this model. And…it makes sense. Your reach out to as many people as you can, convert a certain percentage into paying customers and keep even fewer of those people – mainly because so much of your time, money and energy went into the reach. It’s a standard, sales, numbers game and it makes sense. We are all familiar with this model – the problem with this traditional funnel is that it’s expensive – those ads cost a lot of money and it’s hard for a small company or organization to compete in this landscape. [click to next build] So let’s look at what new marketing tools have done to the funnel – when you begin to use new marketing tools, Like email marketing and Facebook, linked in, twitter, events, surveys, etc… you reach to people you already know. On the left, the funnel, it’s all about reaching out to strangers. New marketing is about reaching out to people that already know you… you reach out, on a regular basis, with information and offers that are relevant to your contacts and it turns out that if you do it right – and after today’s session, you should have a pretty good idea about how to do this – you will actually begin to convert more people than you are reaching to, because of the forward button and social sharing links. You grow your base, your business through repeat business and referrals – at the end of this marketing day, turns out you keep a lot more of your existing customers so you don’t need as many strangers, and it costs less and takes less time and energy.
- #38 Currently we have an email data base in which our affiliates have personal CT emails. Example [email_address]. This email data base has given us problems from time to time because of our affiliates improper use of emailing. We have become blacklisted in the past by yahoo and other major email use companies for spammish behavior. Discuss the CAN Spam Act
- #40 Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities. 64% of American adults own a smartphone And it still has the highest delivery and response, much higher than social media. In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future. [click to next slide] http://www.istockphoto.com/stock-photo-1322200-carpentry.php?st=6ca4679
- #44 Remember these? Physical, measurable results – these types of things are usually part of an objectives – the tangible outcomes that benefit you and fulfill the goals you’re trying to achieve. Make sure you’re as specific as you can get [click to build]…
- #45 I want to give you a simple definition, or a framework, for what marketing really is. You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING. Our topic for today, the campaign type “Surveys and Feedback,” is absolutely about getting a response. [click to next slide]
- #46 In the case of events, what you’re pushing out are invitations (and information about the event), and you’re hoping to pull in registrations. That’s the campaign!
- #47 [Speakers: walk through this quickly…setting up the idea of engagement, and noting how/where events fit] There’s a concept we regularly discuss in our seminars, called The Engagement Marketing Cycle. It outlines the connections between key elements of the relationship that a business or organization has with its customers, clients or donors. Events definitely have a place in this cycle. Events are definitely about the “Wow” experience, but they also have a place in each other part of the Engagement Marketing cycle. They give organizations a reason to ask people to stay in touch (“Entice” – so followers can learn about other events!), the experience at the event creates a ready connection around which “Engagement” can be created (“remember at our gala when this happened?” with a picture, etc.), events provide opportunities for Social Visibility during the event or after/before with the sharing of stories, pictures, results, etc.; and finally, everyone loves to hear about a great party or gathering or a meaningful reason to get together (fundraiser) – so events supported by engagement and social visibility will draw new prospects to your business or your cause.
- #49 When we use the word “event,” the image that often comes to mind is that of a gala or dinner with entertainment in a reception hall. And that’s accurate, but there are other types as well…here are just a few… [click to build – all will build automatically] seminars/lectures workshops/classes (education or training) conferences social gatherings/networking fundraisers/galas [Speaker: Take a few minutes to ask the audience if there are other types of events they’d add to the list…and if they think that these types of events are limited to any one particular industry or vertical. Try to find a retail operation that’s running one or doing something cool…or a nonprofit that has a unique twist on the traditional fundraiser…or even a B2B/services provider that has used events to help their business.]
- #50 Across those types of events, at their core is that some organization has a reason for hosting that event. Think about they types of goals you might have for an event. Do any of these look familiar to you as goals that you’ve set for your events before? [click to build – all will build automatically…talk through these each or just a couple of them] raise money or drive purchases create face-to-face engagement reward loyalty celebrate milestones grow your list educate (and offer yourself as an expert) [Speaker: Take a few minutes to ask the audience if there are other goals that they’d add to the list…]
- #51 It can be hard trying to determine what to charge for an event…but sometimes it’s hard to determine if you actually want to charge anything at all. In some cases you may not be sure if people will be willing to pay for your event. Let me help take a little bit of the stress out of that question. We reviewed over 200,000 RSVPs in which people declined an invitation, and looked at the reasons why people say “no, thanks.” We found… [click to build] over 50% cited conflicts with dates and times… [click to build] another almost 30% cited “other”…when you drill into the reasons most of those were related to date/time/location [click to build] an additional 10% cited “location” directly. In essence, almost 90% of the reasons people say “no” come down to timing and location. when it comes to cost, out of all of those responses, the % of people who cited “cost” as the reason they were declining was [click to build] Think about that!! Out of [click to build] 200,000 responses only [click to build] .01% cited cost…that’s only [click to build] 20 people!! What’s the takeaway here? [click to build] don’t be afraid to charge for your event !! What’s important to consider, is the value your offering your attendees. Is there a perceived value built into the event and your marketing of the event, and will people be willing to come out of their own pocket? [click to next slide]
- #52 Great…we’ve talked about the types of events you could think about, the goals you could have for one (and why to consider charging for one), and the important role that events can play in helping you stay engaged with your audiences. Let’s now talk about the promotion of your event.
- #53 Studies show it is best to promote your event over a period of time that makes sense for the type of event, your organization, your audience and their planning horizon, etc. We’re going to walk through the types of activities you should consider as you promote your event. For our purposes today, we’re going to use a sample 6-week promotional period…but you can think about how you would stretch these core promotional periods out over the length of your ideal timeframe. We’re not talking about just blasting out your registration URL 6 weeks in a row. Today we’ve broken your event success formula into 3 stages: [click to build] Creating Buzz [click to build] Increasing registration and [click to build] Maximizing attendance. Each stage is broken down into different best practices designed to help you achieve the goal of that stage. All of these stages come together to make your event a success! The one piece of promotion that can (and should!) be sent before this timeframe is the [click to build] Save-the-Date notice. Be sure to leave plenty of time for your audience to start making appropriate plans…
- #54 [Notes to presenter: Events in America is a database of professional events and trade shows. Find events that matter with the details you need.] By promoting your event through your email newsletter and your website, you are taking advantage of the places your customers are already engaging and looking. What about the places prospects are looking for events? That is where public listings come in! With online event management systems, you can push your event out automatically to sites like Events in America and SocialVents. Don’t just stop there! Make sure your local press covers your event as well. Whether that’s the paper, an event calendar and co-marketing opportunities with local businesses. Whatever the place, just make sure to get your event out there.
- #55 Script: Once you get the word out about your event and have generated buzz, the next step is to motivate people to register. Use all of the tools that you have available to you, starting with the registration form and event homepage you create (the event homepage is something that is often baked into an online event management and registration tool). Make sure all of the pertinent information is listed in those places (we’ll talk more about registration best practices in a few minutes. [click to build] You then build on that buzz and drive registration through the invitations you send…whether they be virtual through email or newsletters or real ones sent through the USPS. [click to build] Finally, take full advantage of all of your social media channels…especially because they will help word of your event spread beyond just your loyal supporters and may encourage people new to your organization to come along.
- #56 A lot of times event promotion focuses on driving registration and that’s great, but event attendance is an even more important part of your promotional strategy. Let’s take a look now at the best practices you can apply to maximize registration. There’s no question why you should send a reminder. However, you don’t want to just settle for resending the event invitation. Don’t pass up this great opportunity to get them excited about attending especially because it will be seen my a large portion of your registrants. Each of our customers had over a 60% open rate. Be sure to include a link to a pre-event survey or poll, show event count down, provide speaker info and make it easy to share [click to build] If your event requires a ticket for entry, make sure to include a reminder for registrants to print it out ahead of time. It’s a great reminder for them to attend and will make your check in process much easier. [click to build] Although your event homepage link remains static, you can still update the page. Make sure it has the most up to date information. Keep rotating the content so people want to come back. get registrants excited about the event! You can provide additional event info, you get more promotional real estate, etc. [click to build] And don’t forget to take advantage of your social channels…we’ll talk about the concept of “social proof” in a few minutes…and you’ll see why leveraging the social visibility of your organization and your followers is so important.
- #57 Remember that email and social work together to promote your business - so, let’s just say that Forward and Share buttons are your new best friends.It’s a single click and your biggest fans can pick up the megaphone and tell others about you, your products or your services. I know you know what a forward button does. And you’ve seen share on Facebook. On twitter, a share is called a retweet. And in email, there is [click to build] the social share bar – any reputable email marketing service will provide this tool. This is what it looks like in constant contact, at the top of an email. [CLICK TO MAKE IT BIGGER] This is what it looks like. When someone gets your email, they can share it easily with all of their friends and followers. And by the way, it helps if you ASK them to click those buttons somewhere in your email to them. More will click if you ask them to.More engagement, more reach, authentic and relevant reach to locals with like interests and economics. Good prospects for you. This is all about engagement.
- #58 Now let’s look at the befits of and some best practices around Online Registration
- #59 So, you may be wondering why you should use online registration tools, especially if you’ve already got a mix of tools that work for you. That’s a great question!! The reality of on-line registration tools is that they'll make life easier for you and your invitees. “EASIER” REFERS TO THE FACT THAT YOUR REGISTRATION PROCESS IS NOW AN ENGINE/SWITCH THAT IS ALWAYS “ON” – AND ALLOWS FOR THE COLLECTION OF MORE INFORMATION THAN A SIMPLE YES / NO / MAYBE ON AN RSVP from an INVITATION.. It will be "easier" for you and/or your invitees, and here’s how it will: [click to build] invitation acceptances and declines can all be pulled together quickly in one place [click to build] if you’re charging fees a lot of online tools allow you to collect fees as part of the registration process [click to build] “you” can be collecting information 24 hours a day, 7 days a week. Of course, the best part is that you don’t actually have to collect, enter or handle the information – it all goes directly into your database. Think of this like being part of a conversation with your invitees, except you don’t actually have to be there, and it happens at a time when your invitees want it to…which increases the likelihood that they’ll register because it happens on their schedule. [click to build] all of the information you’ll collect will be in one central location – responses to questions you ask in the registration process, billing information, etc. – all in one place rather than in different places, on paper or in the computer, etc. Another benefit is that if you host your registration online most tools will allow you to automatically update registrants with any event changes (time, venue, speakers, etc) even after they’ve registered – all with the click of a button. [click to build] if you want, or your event requires it, you can also sell items related to the event, or collect donations related to your cause, again, with all of that information ending up in one place from which you can do with it what you need. In one word, online registration tools will make your life EASIER. In addition to being easier, you’re also going to find that expectations around where registration takes place have been changing. [click to next slide]
- #60 As technology has moved more of our lives and the management of our lives online, more people expect to manage tasks like registering for events through a computer (or even a smartphone). The number today is as many as [click to build] 50% -- half of people who receive paper invitations are expecting to be able to register online. [click to next slide]
- #61 If you have decided to collect payment for your event, consider the impact that how you allow them to pay, or make donations, can have on registration and attendance. The options you provide can influence the number of people that complete the registration process: offer different ways for invitees to pay for registration (if charging for your event) or make donations. [click to build] pay-by-check or credit card are common options, with a lot of small businesses using credit card processors like [click to build] Authorize.Net and ProPay to make credit card payments a seamless part of the process [click to build] you might also find that an online payment solution like Google Checkout or PayPal would work better for you. Just keep in mind that in most cases options like these will take your registrant out of your own registration form into a separate website. [click to build] also, depending upon the type of event and the audience, you may want to offer the option to pay at the door. [click to next slide]
- #62 We mentioned the invitation earlier. A great online registration tool is one that also allows you to streamline the sending of invitations (to your list) and brings together the information for the event with your email list to send it out to your audience. There are a couple of things to keep in mind as you build your invitation: [click to build] use simple graphics [click to build] include ALL the basics [click to build] write a compelling message anticipate questions, like: can they bring a friend? will parking be validated? should I bring my invitation with me? etc. [click to build] write a subject line for your email that will ensure that you’re recognizable: combine your organization’s name with a person’s name when possible…improve your chances of the invitation being opened
- #63 How much and what information you collect is a tricky question to answer. As I said, the short answer is that you want to collect only as much information as you need to in order to effectively manage the event. For example, here are some common questions asked on registration forms [click to build] Notice that there isn’t a big long list of items here. Why? Because people are time-starved and information overloaded...and that includes being asked to fill out forms, "enter their data," etc. If you're clearly soliciting information that is connected to the event, then you're likely to get a good completion rate. Be aware that there’s plenty of research to support the fact that the longer a form is there’s a higher chance that someone won’t complete it. So even if there are questions you want to ask related to your business or organization but they're not related to the event, you should find a different approach to asking them. Try collecting the bare minimum of information needed, and make sure there is a purpose for everything you collect. Don’t ask for information you’re not going to use. Here are some examples [click to build] demographics can help you to plan or adjust your logistics, entertainment or auction items. An audience that has more women than men, for example, could lead you to make different choices than if it were the other way around. [click to build] if you’re allowing guests, collect that information, especially so that you can manage your seating and event capacity. [click to build] if you have different session options, asking ahead of time what your attendees will do will help you communicate about openings, adjust staffing, even add/remove/talk-up different options [click to build] all of the event-specific information that you may want will clearly help you manage the details like meal options, clothing sizes and quantities, even help you better understand the make-up of your audience. This is where the “how did you hear about our event” question can help you see if you have a high number of returning customers, VIPs or new supporters coming to you event – allowing you to adjust your remarks, etc. [click to build] payment is clearly important…and if you’re collecting payments and payment information ahead of time, you’ll be better able to manage your event budget and finances. Knowing that a larger number of your registrants plan to pay at the door may impact how you pay for certain aspects of the event in advance. [click to next slide]
- #64 As with the invitation, there are some basics to consider for your registration form or page. Don’t worry…we'll get to the information you want to collect in just a moment. Don’t forget the basics… [click to build – all call-out boxes will build automatically and you can speak to each] first, make sure that everything you create has your logo on it, or the logo for the event. Don’t assume that just because they clicked on a link or found themselves on the registration page that they know or remember who you are provide all of the pertinent details – date, time, location (and a map if that feature is available) make sure the name of the event is on the form!! Again, don’t assume anything! you should provide a brief description of the event to remind them of what it’s all about keep your form fields as simple as possible Recognize that with the amount of information flying at people these days you want to take every opportunity to remind them of who you are and what they're signing up for. Again, keep it simple!! So, what information should you seek to collect? Let’s talk about that now… [click to next slide]
- #65 The best approach is to provide options in response to each question. Look at this form, and how [click to build] the event manager has made it easy for the registrant by asking for Yes/No answers or providing a selection of responses in a drop-down menu. Then, when the event manager looks at the data, they’ll find [click to build] a very “clean” data set that can be easily sorted, filtered, analyzed, etc., making it much easier to make decisions, changes in the event strategy, etc. So remember, “good data in = good data out!” [click to next slide]
- #66 In addition to facilitating the collection of information that is relevant to your event, as well as helping provide the social proof that might help increase your registrations, online tools and their collection of data can help inform future business decisions. [click to build] Collecting email addresses for future events will help increase your list size [click to build] Getting a sense of guests that are coming to an event might help you decide how you approach that audience at your event, as you start to build a relationship with them [click to build] other information you collect will similarly improve your future planning efforts. For example, learning how they heard about the event (members, past attendees, etc.) will help you know where to promote your next event to maximize registration. In short, you’ll be better able to develop and market your events in the future. [click to next slide] [click to next slide]
- #67 Now flash-forward to the day after your event. You’re all done, right? You cleaned up and now you get to go on that vacation you’ve been putting off while you worked on the event, right? Not yet! There are still some important steps to take to make sure you close out the event as a marketing campaign…
- #69 Some of the tools you can use to plan and promote events return your results instantaneously, and others take 24 hours – some tools used to run webinars will take that long for the recording and list of attendees and non-attendees. Make sure you know which option your tool is so you can plan accordingly. In either case, once the event is concluded, [click to build] you can go ahead and check your results and reporting and get a few different things. You can pull a list of attendees and no-shows. Once you have your list, send an email to attendees and to registrants that didn’t attend. To attendees, send all the resources. If you had a live event, photos videos, results like who won raffle prizes or silent auction prizes, additional info you’ll be sharing on your webpage – send a link. Make sure to nurture them to the next step, whatever step you decide, with a call to action. And make sure that next step stands out. Some common CTA are to ask questions on a Facebook page, purchase a product, start a trial, attending the next event. For non-attendees, send a Sorry-you-couldn’t-attend, Here’s-what-you-missed email, provide a recording or photos or videos, and let them know when the next event is. Use the follow up email to drive registrations. You can use the reporting features to check on revenue from ticket sales or donations (if the tool you’re using allowed you to collect them) And if you asked questions during the registration process and that information can be synced with your attendee lists, you can go ahead and start segmenting your lists of names based on responses. This will help you with your follow-up over time.
- #70 Soon after your event, connect with your attendees, staff and volunteers – [click to build] ask them to share any multimedia they captured. Make it easy for them to share, by inviting them to [click to build] post photos to Facebook or other any social channel you utilize. Create albums where you can, and then send a link to your online albums in your follow up email and your next email newsletter, and link to it from your social media posts.
- #71 You can ask a whole range of questions, and gain valuable insight with a survey. [click to build through the insights…these go two or three at a time, until finishing on the build that shows the “sign up for our newsletter” question]
- #72 NOTE TO PRESENTER: you can unhide some or all of the following slides as part of the wrap-up. These offer some simple checklists for audience members – some for the invitation, a reminder email and the follow-up We’ve put a lot of information in front you today, and we know it’s not easy to keep all of this straight. So now we’re just going to run through some checklists that you can keep in mind, as well as review some of the key points we discussed today.
- #73 [click to build out each item on the Reminder email checklist]
- #74 [click to build out each item on the follow-up email checklist]
- #75 …social proof. What is social proof? It’s a phenomenon by which someone looks to see how others are responding to a particular situation, decision, etc. before they make their own. Think of when you’ve driven to a restaurant and found the parking lot empty – do you wonder if the food is any good? Will you drive on to one with a full parking lot? What happens is that one of your invitees will get to the registration form, and see that list of names. She’ll look at that list of names [click to build] and try to find people that she knows, that have similar interests, etc. – all as part of the process of deciding whether or not she wants to attend. [click to build] If she see’s enough of that “social proof,” she’ll be more inclined to think that this is an event worth attending and she’ll complete the registration. She’ll also be more likely to show up…. [click to next slide]
- #76 Before I log in, just with a quick show of hands, how many of you use Constant Contact already?I’m going to log in to a live account, for the purposes of this demonstration, and when I do you may not see a screen that looks exactly like what you see when you log in to your account. I have special access to the newest updates and even some test tools, and I tell you that because what is on my screen may not look exactly like what you have on your screen when you log in. CLICKSome of you see a screen that looks like this [CLICK] when you first log in and others may see a screen that looks like this [CLICK]Two different front doors, depending on how you found us and which version of our tools you are using, But both lead to the same basic functionality – (if you have time, you may decide to go deeper and explain this) The version on the top shows the home page for people that use our “stand alone” products and the one below shows the Constant Contact “toolkit” which bundles all of the tools together. I can answer questions about the difference between the two at the end of the session as needed, but again – both of these home pages are just different front doors to get to the same room full of great tools. So I’m going to open up my account now and we will get started with the demonstration.
- #77 OPTIONAL “COMMERCIAL” SLIDE [SPEAKER INSTRUCTIONS: this is your short introductory “commercial” to explain what Constant Contact is to your audience.] SUGGESTED TALKING POINTS:…. Everything we talk about in today’s session is intended to help you grow your business. Strategies, tips and ideas that you can leave here and try. You can apply these ideas to any system or marketing tool you want to use, you do not have to be a customer of constant contact to come to this session and even if you use a competitor, all of the information provided here today will still help you. That said, I want to make sure everyone here knows what Constant Contact is. How many in the room use Constant Contact or know what it is already? Great, I encourage those of you that did not have your hands raised to speak to someone that DID have their hands raised about our service. I’m confident that you will hear good things or I wouldn’t have said that. Constant Contact is an online marketing system with tools to help you manage mass communication and marketing campaigns easily and without spending a lot of time or money. You can send email newsletters or announcements of any kind, run your own special offers or deals, get feedback or run an online survey and you can promote and manage your own events. It’s all together in one place and everything also works closely with social media channels like Facebook, LinkedIn and Twitter and it’s also designed to help you look good on a mobile device. Constant Contact is the leader, and the support is outstanding. I will of course encourage you to use Constant Contact – it only costs about 20 a month – but let’s get to the class and then I’m happy to answer any questions you may have about Constant Contact at the end of the session.
- #78 You can spend $20 month, which will lead you to the road to business success….or spend $20 month for a couple of burger meals!Invest yourself/your business! $20 a month is a small price to pay for increased customer and prospect engagement, which will drive revenue, which will bring you business success!
- #79 For prospects – 30% off for the first 3 months with constant contact account.Use promo code ALEJUN30, offer ends June 30, 2015 For customers - Mobile Friendly Email Template Design For a one-time fee of $79 you’ll receive a re-usable mobile friendly template. That’s a $20 saving off the regular $99 price! *Terms and Conditions: This April Promotion (the "Promotion") begins on April 13, 2015 at 12:00 a.m., Eastern Time ("ET"), and ends on April 30, 2015 at 11:59 p.m., ET (the "Promotion Period"). If you are a Constant Contact Authorized Local Experts (“ALEs”) who is based in the U.S. or Canada and any of your eligible Constant Contact clients purchases any Constant Contact Toolkit package, during the Promotion Period, that client will receive a $50 Staples gift card. Your clients will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, (ii) they become a paying Constant Contact customer and enter the applicable promo code during check out by 11:59 p.m., ET, on Thursday, April 30, 2015 or call y ou and mention this offer during your normal business hours during the Promotion Period, and (iii) they remain a paying Constant Contact customer for at least a full 90 calendar days from the date they first became a paying Constant Contact customer. This Promotion cannot be combined with any other Constant Contact promotion or special offer and is provided by Constant Contact, Inc. Staples is neither a sponsor of this free gift card offer nor an affiliate of Constant Contact. See Staples Gift Card for complete terms and conditions of use. Gift Cards will be fulfilled by mid-August 2015 by mail to the address provided. Constant Contact offers a 30-day money-back guarantee on purchases of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions. This offer is not available to clients signed up under single bill.
- #82 Do it yourself Train you how to use the system Done for you
- #84 One of the best things I can tell you is that, as a small business or a nonprofit, you actually have an advantage over “big business” in this new era of marketing – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization. You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about some of the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business. [click to next slide]
- #85 You CAN do this. There are tools out there to make it easier, like Constant Contact, and we are going to go over some simple ways to help you use less time, money and energy running your marketing.