WEBINAR: The New Rules of Event Marketing - Sept 2014

transcript

THE NEW RULES OF EVENT MARKETING.

KIERAN FLANAGAN & MARK WALKER

1All lines are muted, use the chat panel for tech issues.

2 Q&A at the end, tweet questions using #EventsRule

3Unanswered questions will be answered on Twitter

after the webinar.

4Webinar recording and slides will be emailed to you

tomorrow morning.

House Keeping

Meet Your Experts

Kieran Flanagan

Marketing DirectorHubSpot, EMEA

@searchbrat

Mark WalkerContent & Social Manager

Eventbrite

@EventbriteUK

Lets face itEvents are so “in” right now!

#EventsRule

We know, we surveyed a lot

of event attendees

We know, we surveyed a lot of event attendees.

#EventsRule

“84% of attendees say attending events is an

important part of their job”

Source: HubSpot & Eventbrite Survey 2014

#EventsRule

“With 79% going to events to learn.”

So why are event

organisers struggling to increase their attendance?

#EventsRule

“65% of marketers have not been able to increase their event attendance rates from last year.”

The State of

Event Marketing, 2014.

Download

http://offers.hubspot.com/the-state-of-event-marketing

#EventsRule

We have some theories

#EventsRule

based on a lot of data crunching!

#EventsRule

Your Event Marketing needs an update!

#EventsRule

Your new Events Marketing

1 Create your Event Personas

Drive Registrants with Inbound Marketing223 Optimise your Events Page

4 Create Engagement with Social Media

#EventsRule

CREATE YOUR EVENT PERSONAS.

#EventsRule

The best way to burn your events budget?

#EventsRule

Have people in the room who are only interested in the coffee.

#EventsRule

Create a clear goal for your event

1 Customer appreciation event?

Lead generation event?223 Brand awareness event?

#EventsRule

4 Educational?

Then create an Event persona that maps to your target audience.

#EventsRule

“47% of the event organisers we surveyed didn’t have a well-defined persona.”

#EventsRule

“47% of the event organisers we surveyed didn’t have a well-defined persona.”

This can be your

competitive

advantage

#EventsRule

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices• Easier reporting to sales and CEO

Use custom questions in registration forms.

#EventsRule

Make sure the content at your event is going to be relevant to their goals.

#EventsRule

DRIVE REGISTRANTS WITH INBOUND MARKETING.

#EventsRule

Email doesn’t need to be your entire promotion plan.

#EventsRule

Event organisers are usually sitting on a treasure chest of content.

#EventsRule

You can use it to attract people towards your event.

#EventsRule

Create videos with speakers to announce their sessions.

Or do something a little more creative that results in great content.

#EventsRule

Interview your speakers and create blog posts from their answers.

#EventsRule

Ask a speaker can you post a video from a previous talk of theirs.

#EventsRule

Ask your speakers to blog about their session.

#EventsRule

It doesn’t even need to be on their own blog.

#EventsRule

Why not amplify that content?

#EventsRule

Facebook News Feed Versus Right hand side ads

#EventsRule

On Twitter you can target people who are “like” your speakers followers.

LinkedIn has really exact targeting but a high CPC.

#EventsRule

We haven’t forgotten about email!

#EventsRule

Personalisation based on industry

List the benefits/what they get

Clear CTA

Make it easy to share on social

Signed off by a real person

OPTIMISE YOUR EVENTS PAGE.

#EventsRule

Once you’ve got them to the registration page, don’t lose them.

Make your event page stand out and optimise it with the right kind of information.

#EventsRule

Even better, include video testimonials of past event attendees saying how awesome the event is!

#EventsRule

CREATE ENGAGEMENT WITH SOCIAL MEDIA.

#EventsRule

“61% of marketers find social media their most cost-effective channel for promoting events.”

Source: HubSpot & Eventbrite Survey 2014#EventsRule

Every share of an Eventbrite event is worth £2.41 in incremental revenue for that event.

#EventsRuleSource: Eventbrite Report. Get the report here

Here is how you can get some of that revenue.

#EventsRule

The hashtag is really important and should be short, snappy, and relevant.

#EventsRule

Use the hashtag for all relevant content being used to promote the event.

#EventsRule

Provide a social promotion pack (lazy tweet, images) for your speakers to promote.

#EventsRule

Include the hashtag on all speaker decks.

Then add all presenter decks to SlideShare after the event with the hashtag.

Add social streams to your event page to show people talking about your event.

#EventsRule

Integrate social media into your registration process (share on sign up)

Your new Events Playbook

1 Create your Event Personas

Drive Registrants with Inbound Marketing223 Optimise your Events Page

4 Create Engagement with Social Media

#EventsRule

QUESTIONS?

#EventsRule

THANK YOU.