This document provides tips for smarter marketing of events using various tools and strategies. It discusses using the four Ps of marketing - product, price, place, and promotion. Promotion strategies highlighted include using Facebook advertising effectively through targeting, custom audiences, retargeting, and lookalike audiences. It also discusses optimizing the ticket buying process and experience across mobile and desktop. Analyzing event data and insights from tools like Google Analytics and Eventbrite dashboards is recommended to improve performance.
It’s getting harder to reach and market to potential event attendees; traditional marketing channels are getting more crowded and customers more discerning about how they spend their time and money.
Learn how to leverage facebook and LinkedIn marketing, your own website, and other online channels to efficiently sell out your next event.
Pro tip: facebook can work for corporate events, it's just about getting your targeting strategy right.
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarKen Jones
Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014.
The tactics discussed include:
How to cash in on the increase in mobile & tablet bookings.
Using your website to target Chinese travelers.
The do's & don'ts of hotel distribution.
Attracting more direct bookings with paid advertising.
Pre- and Post-stay contact for marketing & customer service.
Social media marketing.
Where are other hotels spending their marketing dollars?
www.fastrackg.com
MeetingsNet’s exclusive survey of hotel sales and marketing executives reveals
how and why hotels are changing the way they evaluate meetings business and
allocate room blocks.
Strategy Director, Digital and Integrated MarketingRachael Wachstein
Rachael Wachstein is an innovative marketing strategist and creative mastermind. With strong analytical abilities, extensive experience with digital and integrated marketing solutions and a knack for pitching ideas, Rachael has the spark to get results. A motivated leader who nurtures, inspires and pushes others to do great work. Never hesitates to roll up her sleeves and pitch-in to get the job done. (She doesn’t always talk about herself in the third person or write in fragmented sentences but when she does it's on her LinkedIn profile.)
Portfolio: https://youtu.be/yrSYIx3rICM
Core Competencies:
New Business Development
Digital Strategy
Account Management
Innovation & Problem Solving
Information Architecture
Search Engine Optimization (SEO)
Online Reputation Management
Creative Direction
Writing
Leadership:
• Account Management/Client Lead
• Lead Content Marketing and Social Media Department
• Management of Cross-Disciplinary Teams - agency staff and external vendors
• Vendor Relationship Management
• Hiring, Training, Operations
Content Marketing:
• Develop content marketing strategies to achieve client objectives
• New business development- proposals, RFP’s, new business pitches
• Manage content marketing team of writers, designers and publicists
• Benchmark, monitor and report content marketing metrics
• Advise on SEO, social media and online advertising options to support content marketing objectives
• Manage day to day client relationships and content marketing accounts
Online Reputation Management:
• Consult on issues of online reputation and crisis management for brands and executives
• Develop and implement ORM initiatives for brands and executives
Additional Skills:
Video Production and Editing
Graphic Design
Talent Recruitment
e: socialmediachicago@gmail.com
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
It’s getting harder to reach and market to potential event attendees; traditional marketing channels are getting more crowded and customers more discerning about how they spend their time and money.
Learn how to leverage facebook and LinkedIn marketing, your own website, and other online channels to efficiently sell out your next event.
Pro tip: facebook can work for corporate events, it's just about getting your targeting strategy right.
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarKen Jones
Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014.
The tactics discussed include:
How to cash in on the increase in mobile & tablet bookings.
Using your website to target Chinese travelers.
The do's & don'ts of hotel distribution.
Attracting more direct bookings with paid advertising.
Pre- and Post-stay contact for marketing & customer service.
Social media marketing.
Where are other hotels spending their marketing dollars?
www.fastrackg.com
MeetingsNet’s exclusive survey of hotel sales and marketing executives reveals
how and why hotels are changing the way they evaluate meetings business and
allocate room blocks.
Strategy Director, Digital and Integrated MarketingRachael Wachstein
Rachael Wachstein is an innovative marketing strategist and creative mastermind. With strong analytical abilities, extensive experience with digital and integrated marketing solutions and a knack for pitching ideas, Rachael has the spark to get results. A motivated leader who nurtures, inspires and pushes others to do great work. Never hesitates to roll up her sleeves and pitch-in to get the job done. (She doesn’t always talk about herself in the third person or write in fragmented sentences but when she does it's on her LinkedIn profile.)
Portfolio: https://youtu.be/yrSYIx3rICM
Core Competencies:
New Business Development
Digital Strategy
Account Management
Innovation & Problem Solving
Information Architecture
Search Engine Optimization (SEO)
Online Reputation Management
Creative Direction
Writing
Leadership:
• Account Management/Client Lead
• Lead Content Marketing and Social Media Department
• Management of Cross-Disciplinary Teams - agency staff and external vendors
• Vendor Relationship Management
• Hiring, Training, Operations
Content Marketing:
• Develop content marketing strategies to achieve client objectives
• New business development- proposals, RFP’s, new business pitches
• Manage content marketing team of writers, designers and publicists
• Benchmark, monitor and report content marketing metrics
• Advise on SEO, social media and online advertising options to support content marketing objectives
• Manage day to day client relationships and content marketing accounts
Online Reputation Management:
• Consult on issues of online reputation and crisis management for brands and executives
• Develop and implement ORM initiatives for brands and executives
Additional Skills:
Video Production and Editing
Graphic Design
Talent Recruitment
e: socialmediachicago@gmail.com
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)
The main topic based on popular opinion during Amura Evolve 2014 was 'How to use big data analytics for marketing & sales automation and simplification in real estate.' With live demonstration, the need for big data based platform for marketing & sales in real estate was established.
Sales enablement is an evolving trend in franchise development defined as the delivery of the right information in the right format through the right channels at the right time to assist in moving franchise candidates through the selling process. Unlike traditional sales and marketing roles, sales enablement is a new function that aims to ensure that everyone involved in selling a franchise opportunity has the required tools, knowledge, processes and information to optimize the franchise buyer’s experience during the sales process. Contact Rachael Wachstein at rachael@800lbmarketing for more information.
Why Today famous hotels are opting out of OTA's, expedia, booking.com etc. ?
The presentation explains why and what are those big guns doing now. What strategies are they implementing.
We have tried explaining it in a term that a non technical person can also understand and benefit from the content.
we speak about increasing brand awareness and improving sales in terms of room nights and other revenue generation methodology, we at ima-appweb.com are focused on creating digital marketing strategies, brand awareness programs, graphics, creatives, booking engines and payment gateway, which can be used together as one product.
Whitepaper - Four Keys to a Profitable Hotel Distribution StrategyDuetto
As the distribution landscape continues to evolve and complexities and costs grow, effective distribution and pricing strategies are more important than ever.
A successful distribution strategy must begin with a more acute understanding of customer acquisition costs by channel. From there, hotels must focus on driving and converting more direct bookings and maximizing revenue on every transaction across all channels
In this whitepaper you can learn four strategies to develop a profitable room distribution strategy for your hotel.
Components of a comprehensive demand generation strategybreakoutrevenue
Buyer-centric demand generation strategies incorporate your business strategy, target markets, buyer personas, and industry segments – applying best practices to create an agile, repeatable, scalable process of generating demand for your solutions and qualified opportunities for sales.
This session will talk about four major challenges in demand generation today and how to solve them: big-buyer-data, buyer self-education, communication silos and rapidly changing buyer expectations.
Predictive content analytics takes the guesswork out of content marketing.breakoutrevenue
Predictive content analytics for marketing improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.
This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.
My view on 7 fundamental pillars of marketing.
1. Mindset - always be helping
2. Usefulness - marketing so useful people would pay for it
3. Trio of Owned, Earned, Paid Media
4. Marketing Automation
5. "Smarketing" - Integrated Sales & Marketing team
6. Continuous Measurement, Testing & Optimization
7. Product that markets itself
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
#wihpacademy at Hotel Bel Ami
Popularize, Capture, Convert and Share
Undestands how guests book
How do you advertise your hotel?
It's all about reputation!
The Vertical Search Paradox
Brandprotection on search engines and metasearch
Design basics
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
Growth Channel White Paper - November 2020Growth Channel
Wouldn't be nice if in a matter of seconds, you could analyze all the possible digital marketing options and be able to find the most optimal way for your go-to-market? With Growth Channel, AI is the solution. As there is no one human that can put their head around the whole internet. AI can. Learn more: https://growthchannel.io/
This is the presentation deck used by Loren Gray for the HSMAI British Columbia Chapters Presentation on Digital Marketing and Revenue Management Convergence in Hospitality
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)
The main topic based on popular opinion during Amura Evolve 2014 was 'How to use big data analytics for marketing & sales automation and simplification in real estate.' With live demonstration, the need for big data based platform for marketing & sales in real estate was established.
Sales enablement is an evolving trend in franchise development defined as the delivery of the right information in the right format through the right channels at the right time to assist in moving franchise candidates through the selling process. Unlike traditional sales and marketing roles, sales enablement is a new function that aims to ensure that everyone involved in selling a franchise opportunity has the required tools, knowledge, processes and information to optimize the franchise buyer’s experience during the sales process. Contact Rachael Wachstein at rachael@800lbmarketing for more information.
Why Today famous hotels are opting out of OTA's, expedia, booking.com etc. ?
The presentation explains why and what are those big guns doing now. What strategies are they implementing.
We have tried explaining it in a term that a non technical person can also understand and benefit from the content.
we speak about increasing brand awareness and improving sales in terms of room nights and other revenue generation methodology, we at ima-appweb.com are focused on creating digital marketing strategies, brand awareness programs, graphics, creatives, booking engines and payment gateway, which can be used together as one product.
Whitepaper - Four Keys to a Profitable Hotel Distribution StrategyDuetto
As the distribution landscape continues to evolve and complexities and costs grow, effective distribution and pricing strategies are more important than ever.
A successful distribution strategy must begin with a more acute understanding of customer acquisition costs by channel. From there, hotels must focus on driving and converting more direct bookings and maximizing revenue on every transaction across all channels
In this whitepaper you can learn four strategies to develop a profitable room distribution strategy for your hotel.
Components of a comprehensive demand generation strategybreakoutrevenue
Buyer-centric demand generation strategies incorporate your business strategy, target markets, buyer personas, and industry segments – applying best practices to create an agile, repeatable, scalable process of generating demand for your solutions and qualified opportunities for sales.
This session will talk about four major challenges in demand generation today and how to solve them: big-buyer-data, buyer self-education, communication silos and rapidly changing buyer expectations.
Predictive content analytics takes the guesswork out of content marketing.breakoutrevenue
Predictive content analytics for marketing improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.
This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.
My view on 7 fundamental pillars of marketing.
1. Mindset - always be helping
2. Usefulness - marketing so useful people would pay for it
3. Trio of Owned, Earned, Paid Media
4. Marketing Automation
5. "Smarketing" - Integrated Sales & Marketing team
6. Continuous Measurement, Testing & Optimization
7. Product that markets itself
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
#wihpacademy at Hotel Bel Ami
Popularize, Capture, Convert and Share
Undestands how guests book
How do you advertise your hotel?
It's all about reputation!
The Vertical Search Paradox
Brandprotection on search engines and metasearch
Design basics
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
Growth Channel White Paper - November 2020Growth Channel
Wouldn't be nice if in a matter of seconds, you could analyze all the possible digital marketing options and be able to find the most optimal way for your go-to-market? With Growth Channel, AI is the solution. As there is no one human that can put their head around the whole internet. AI can. Learn more: https://growthchannel.io/
This is the presentation deck used by Loren Gray for the HSMAI British Columbia Chapters Presentation on Digital Marketing and Revenue Management Convergence in Hospitality
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
Presentation shared at Three Deeps marketing and baseball event on June 30, 2016. Our presentation shares how your multi-location business can attract, engage and optimize customers at every location by sharing success stories from brands who have anointed themselves as successful examples for the rest of us to follow.
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
Here is a quick overview of some of the highly effective strategies you can use to generate many more qualified leads and clients for your business. Drop your mail for seo, social media, ppc, web design, development and lead generation or grow your business.
Digital marketing is the component of marketing that uses digital technology based on online environments such as desktop computers, mobile phones and other digital platforms and media to promote products and services
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
3. €4 Billion
Tickets processed each year
#1
First in the world by
number of events
180+
Countries
3
The event industry runs on Eventbrite
50+ Million
Active ticket buyers
9. Why Facebook advertising?
- 2 billion active users. Your audience is here
- Only pay to reach the people you want
- Organic reach is becoming saturated
10. Why targeting matters
2 important reasons
- Facebook’s targeting makes it the most powerful ad
platform available. Proper targeting drives real revenue
- Facebook uses Relevance Score to determine how much
to charge you for the ads. More relevant ads = higher
score = lower cost.
Therefore the better your targeting the cheaper your
ads will be.
11. Get your Ad Manager in shape
● The Facebook Pixel
○ The pixel allows you to:
■ Create audiences from people that visit your website(s).
■ Set up conversion events to measure the success of your ads by
recording what actions people take on your site after clicking through
from an ad (e.g. buying a ticket).
○ Without the pixel, you cannot run effective Facebook ads.
● You can use Eventbrite’s integration with the Facebook pixel to measure the
performance of the ads you use to drive ticket sales on Eventbrite.
12.
13. Saved audiences
● Use FB’s in-built targeting functions e.g.
location, age, gender, demographics,
interests, etc.
● Pros:
○ Pretty granular.
○ Good for large target markets
● Cons:
○ Needs a detailed knowledge of what
your target audience looks like.
○ Weak for niche markets.
14. Custom audiences & retargeting
What causes high traffic / low conversion
campaigns?
People don’t buy on the first interaction, they
need nurturing.
If you’re not retargeting your website visitors,
you’re WASTING money.
Custom Audiences are what give you the ability
to target people who have visited your site.
Website visitors are
more likely to convert
through a retargeting
campaign
CPCs are on average
lower for retargeting
campaigns
80%
43%
15. Example: “All Visitors to mysite.com in the last
30 days”
More targeted: “only target people who visited
certain pages” (such as your speaker or
programme page)
Even more advanced: excluding anyone who
reached your “registration-complete” page.
Combining this with the above would mean you
target all visitors who are interested in your
event, but haven’t already bought a ticket!
How to define your custom audience
16. Recap: custom audiences and retargeting
With Custom Audiences & retargeting, you’re
targeting people who are already interested in
your event.
So they’re more likely to click on your ad (which
makes your ads cheaper!) and they are a
massive
70%
more likely to register for you event.
Remember, people don’t buy on the first
interaction - they need nurturing and
reminding to make sure they come back and
convert, and that’s what retargeting is about.
17. Lookalike audiences
A large audience of “fresh” people with
similar interests, demographics and
behaviours to your existing customers.
Which is an ideal audience to market your
event to.
More reliable than saved audiences,
because they don’t rely on you guessing
what your target audience looks like -
Facebook does it for you.
You can then layer over standard targeting
criteria (e.g. age, gender, location, interests
etc.) to get even more targeted.
18. Lookalikes - a recap
Facebook generates audiences that are
similar to your custom audiences.
Therefore, they let you target people who are
very similar to your existing customers
...But without you having to know what they
look like (unlike Saved Audiences)
Therefore, when we
can’t target our custom
audiences, Lookalikes
give us “fresh”
audiences to target.
=
19. People don’t use Facebook to search for festivals and other events to attend. They
use it to socialise
Facebook advertising needs more touch points than Google Adwords.
You have to create that initial interest in your event before coming back to close
and convert them.
The marketing funnel on Facebook
20. ● Use Lookalike audience targeting to run ads with
light, awareness type content (e.g. Videos, blog
posts such as “9 reasons to attend ‘Event x’”)
○ This will generate a good volume of
inexpensive, yet targeted traffic to your
site/content.
● Use your Facebook pixel to capture these website
visitors in a Custom Audience, and then target
this audience with ads that communicate why
they need to register right now.
Create Awareness
and Interest
Convert
Targeting with Lookalikes
Retargeting
with Custom
Audiences
The basic funnel
Funnel - basic principles
21. 1. Use the Facebook pixel.
2. Always be as targeted as possible.
3. Funnel it, don’t force it.
4. Build, measure, learn, repeat.
Remember
23. [Placeholder
graphic]
What if instead of focusing on
driving more views of your ticketing
page…
.... you focused on turning more page
viewers into attendees?
We all focus here
(get more traffic)
Opportunity is here.
Can your visitor buy a
ticket quickly and
easily?
Small increase in conversion = Larger increase in ticket sales.
25. Eventbrite
25
Competitor €€ €€€ €€€ €€€ €€€ €€€ €€€ €€€
The effects of a difficult buying experience
1 in 10
interested buyers drop off for
every additional step beyond 3 in the
purchase flow
1 in 4
interested buys drop off
if an account login is required
29. When do people buy tickets?
● 45% of people at a free event buy tickets on the
day vs 18% at a paid event.
● Paid events should have sold at least 80% of
tickets before the day.
● The more expensive the event, the earlier
people buy. For festivals:
○ 7% buy on the door (unless sold out)
○ 26% buy 1 month out
○ 44% buy > 3 months out
The earlier you sell the better!
30. Who’s buying?
● Women are slightly more likely than men to buy in
advance.
● If you audience is >45, the key period is 3+ months.
● For 16-24 year olds it’s 1-12 weeks.
● For 25-44 year olds it’s under a month, with many
booking on the day or day before.
● People with children are more likely to buy on the
door.
● People in relationships are 30% more likely than
singles to buy tix 3+ months in advance.
34. Simple ways to increase conversion and sell more tickets
1. Understand your audience and plan marketing accordingly.
○ Who are they? When do they buy?
2. Be where they are.
3. Use images and rich content to paint a picture of your event.
4. Design your event website with the most important information clearly visible.
○ Reflect your brand & use negative space
○ Date, time and price clearly visible
5. Ensure it’s easy to buy tickets on mobile (test it).
6. Make sure your checkout flow is smooth and short.
7. Make sure your ticketing page is fast and reliable.
8. Test it as a customer. If you struggle, so will they!
38. 38
Don’t let cost determine the price, let value guide the price
1. Research your competitors; understand your audience’s willingness to pay and price accordingly.
2. Offer multiple ticket types with different prices and benefits.
○ Early bird
○ Special access
○ Bundled add-ons - merchandise, food, autographs, etc
○ Group discounts
○ Etc
3. Focus on tickets that either:
○ Create a lot of value with little added cost (e.g. special access)
○ Reach customers with lower perceived value, without harming margin (e.g. no gift bag ticket)
Learn more:
45. Next, look for pages with high
traffic & low conversion.
Use conversation rate
optimisation to improve your
ticket sales.
46. Then go for the inverse -
pages with low traffic &high
conversion
Focus on driving more traffic
to them.
47. Last, look at conversion across different devices, operating systems and traffic sources.
These all provide valuable information on where to focus resources, where there might be
leaks, or opportunities to increase ticket sales.
48. Remember
● To improve your marketing, you need to track everything correctly.
○ Use UTMs, Google goals, Facebook pixel and Eventbrite pixel
○ Track offline activities with promo codes
● Find out what is working and do more of it!
● Only then start digging around for leaks and missed opportunities
● And remember data ≠ insight. It’s only as smart as your interpretation of it, so
look at it critically and think through what story it’s really telling you