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THE NEW RULES OF EVENT MARKETING. презентация
Содержание
- 1. THE NEW RULES OF EVENT MARKETING.
- 2. All lines are muted, use the chat
- 3. Meet Your Experts Kieran Flanagan Marketing Director
- 4. Lets face it Events are so “in” right now! #EventsRule
- 5. We know, we surveyed a lot of
- 6. #EventsRule “84% of attendees say attending events
- 7. #EventsRule “With 79% going to events to learn.” Source: HubSpot & Eventbrite Survey 2014
- 8. So why are event organisers struggling to increase their attendance? #EventsRule
- 9. #EventsRule “65% of marketers have not been
- 10. The State of Event Marketing, 2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule
- 11. We have some theories #EventsRule
- 12. based on a lot of data crunching! #EventsRule
- 13. Your Event Marketing needs an update! #EventsRule
- 14. Your new Events Marketing 1 Create
- 15. CREATE YOUR EVENT PERSONAS. #EventsRule
- 16. The best way to burn your events budget? #EventsRule
- 17. Have people in the room who are only interested in the coffee. #EventsRule
- 18. Create a clear goal for your
- 19. Then create an Event persona that maps to your target audience. #EventsRule
- 20. #EventsRule “47% of the event organisers we
- 21. #EventsRule “47% of the event organisers we
- 22. #EventsRule MARKETING MARY Professional marketer (VP, Director,
- 23. Use custom questions in registration forms. #EventsRule
- 24. Make sure the content at your event
- 25. DRIVE REGISTRANTS WITH INBOUND MARKETING. #EventsRule
- 26. Email doesn’t need to be your entire promotion plan. #EventsRule
- 27. Event organisers are usually sitting on a treasure chest of content. #EventsRule
- 28. #EventsRule You can use it to attract people towards your event.
- 29. #EventsRule Create videos with speakers to announce their sessions.
- 30. Or do something a little more creative that results in great content. #EventsRule
- 31. Interview your speakers and create blog posts from their answers. #EventsRule
- 32. Ask a speaker can you post a video from a previous talk of theirs. #EventsRule
- 33. Ask your speakers to blog about their session. #EventsRule
- 34. It doesn’t even need to be on their own blog. #EventsRule
- 35. #EventsRule Why not amplify that content? #EventsRule
- 36. Facebook News Feed Versus Right hand side ads #EventsRule
- 37. #EventsRule On Twitter you can target people who are “like” your speakers followers.
- 38. LinkedIn has really exact targeting but a high CPC. #EventsRule
- 39. We haven’t forgotten about email! #EventsRule
- 40. #EventsRule Personalisation based on industry List the
- 41. OPTIMISE YOUR EVENTS PAGE. #EventsRule
- 42. #EventsRule Once you’ve got them to the registration page, don’t lose them.
- 43. Make your event page stand out and
- 44. Even better, include video testimonials of past
- 45. CREATE ENGAGEMENT WITH SOCIAL MEDIA. #EventsRule
- 46. “61% of marketers find social media their
- 47. Every share of an Eventbrite event is
- 48. Here is how you can get some of that revenue. #EventsRule
- 49. The hashtag is really important and should be short, snappy, and relevant. #EventsRule
- 50. Use the hashtag for all relevant content being used to promote the event. #EventsRule
- 51. Provide a social promotion pack (lazy tweet, images) for your speakers to promote. #EventsRule
- 52. #EventsRule Include the hashtag on all speaker
- 53. Add social streams to your event page to show people talking about your event. #EventsRule
- 54. #EventsRule Integrate social media into your registration process (share on sign up)
- 55. Your new Events Playbook 1 Create
- 56. QUESTIONS? #EventsRule
- 57. THANK YOU.
All lines are muted, use the chat panel for tech issues. Q&A at the end, tweet questions using #EventsRule Unanswered questions will be answered on Twitter after the webinar. Webinar
Слайд 2All lines are muted, use the chat panel for tech issues.
Q&A at the end, tweet questions using #EventsRule
Unanswered questions will be answered on Twitter after the webinar.
Webinar recording and slides will be emailed to you tomorrow morning.
Unanswered questions will be answered on Twitter after the webinar.
Webinar recording and slides will be emailed to you tomorrow morning.
House Keeping
Слайд 3Meet Your Experts
Kieran Flanagan
Marketing Director
HubSpot, EMEA
@searchbrat
Mark Walker
Content & Social Manager
Eventbrite
@EventbriteUK
Слайд 5We know, we surveyed a lot of event attendees
We know, we
surveyed a lot of event attendees.
#EventsRule
Слайд 6#EventsRule
“84% of attendees say attending events is an important part of
their job”
Source: HubSpot & Eventbrite Survey 2014
Слайд 9#EventsRule
“65% of marketers have not been able to increase their event
attendance rates from last year.”
Source: HubSpot & Eventbrite Survey 2014
Слайд 10The State of
Event Marketing, 2014.
Download
http://offers.hubspot.com/the-state-of-event-marketing
#EventsRule
Слайд 14Your new Events Marketing
1
Create your Event Personas
Drive Registrants with Inbound Marketing
2
2
3
Optimise
your Events Page
4
Create Engagement with Social Media
#EventsRule
Слайд 18
Create a clear goal for your event
1
Customer appreciation event?
Lead generation event?
2
2
3
Brand
awareness event?
#EventsRule
4
Educational?
Слайд 20#EventsRule
“47% of the event organisers we surveyed didn’t have a well-defined
persona.”
Source: HubSpot & Eventbrite Survey 2014
Слайд 21#EventsRule
“47% of the event organisers we surveyed didn’t have a well-defined
persona.”
This can be your competitive advantage
Source: HubSpot & Eventbrite Survey 2014
Слайд 22#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
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
Слайд 40#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
Слайд 43Make your event page stand out and optimise it with the
right kind of information.
#EventsRule
Слайд 44Even better, include video testimonials of past event attendees saying how
awesome the event is!
#EventsRule
Слайд 46“61% of marketers find social media their most cost-effective channel for
promoting events.”
Source: HubSpot & Eventbrite Survey 2014
#EventsRule
Слайд 47Every share of an Eventbrite event is worth £2.41 in incremental
revenue for that event.
#EventsRule
Source: Eventbrite Report. Get the report here
Слайд 51Provide a social promotion pack (lazy tweet, images) for your speakers
to promote.
#EventsRule
Слайд 52#EventsRule
Include the hashtag on all speaker decks.
Then add all presenter decks
to SlideShare after the event with the hashtag.
Слайд 55Your new Events Playbook
1
Create your Event Personas
Drive Registrants with Inbound Marketing
2
2
3
Optimise
your Events Page
4
Create Engagement with Social Media
#EventsRule
