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Event Marketing - Simple Strategies for Better Events by Howard Flint of Ghost Partner, inc.

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Information about Event Marketing - Simple Strategies for Better Events by Howard Flint...
Business & Mgmt

Published on March 6, 2014

Author: HowardFlint1

Source: slideshare.net

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simple strategies for better event marketing © 2014

3 © 2014

today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2014

at its core, marketing is about eliciting a physical and measureable RESPONSE 5 © 2014

6 © 2014

MARKETING HAS CHANGED traditional marketing new marketing find find convert keep convert keep “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice) 7 © 2014

reach past your own list 8 © 2014

today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2014

the invitation • paper vs. email? • simple graphics • include ALL the basics • write a compelling message • anticipate questions • be recognizable 10 © 2014

{checklist} INVITATION  make sure the host organization is very obvious, not just the logo  offer date/time/location/topic  sign-up link should be most obvious, if not ONLY option, and be above the scroll line  place left or center, not right use a text link  don’t give details that distract from signup 11 © 2014

WHO should you invite? WHERE will you post event info online? WHEN should you time your announcements and invites? WHAT does success look like? How will you measure it? 12 © 2014

if you HAVE an event webpage… include all basic event info focus on registrations 13 integrate social media different events? make it easy to tell multiple events apart © 2014

if you DON’T HAVE an event webpage use online registration 14 offer printable registration © 2014

shameless plug event home page 15 event invitation event registration © 2014

registration pointers • collect attendee data • do not ask too many questions • if you charge a fee, try to collect on the spot • make sure a confirmation email goes out ASAP 16 © 2014

today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2014

encourage them to SPEAK UP • drive pre-event build-up and promotion • make it easy to share and forward info • encourage activity during the event… • don’t forget post-event… 18 © 2014

encourage them to SPEAK UP pre- and post-event surveys • ask what they want and expect • listen and respond • announce changes • ask immediately and offer incentives to get it 19 © 2014

encourage them to SPEAK UP pre- and post-event surveys 20 © 2014

today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2014

get them to SHOW UP • what is attrition? • how do I avoid it? • so, what do I do? 22 © 2014

{checklist} REMINDER EMAIL  use a first name again  reconfirm their registration  if there is a waitlist or the event is full, say so  before 10am, send the day before; after 10am, send the SAME DAY  describe check-in process, where to park, what to bring, emergency contact…  Send a long email (this is the only time I will say this!) 23 © 2014

two simple strategies for growth 1. start with smaller venues & and sell out 2. do not post two of the same event at once 24 © 2014

two simple strategies for growth 1. start with smaller venues & and sell out 2. do not post two of the same event at once 25 © 2014

today’s agenda • the real power of event marketing • get them to… – sign up – speak up – show up • make sure you follow up © 2014

{checklist} FOLLOW-UP  use a first name again  include at least one photo from the event!  provide incentive to participate in a survey  ask people to post, tweet, comment about their experience…  provide them with sample content!  network and regroup on your page!  emphasize the call to action – why did you have the event? 27 © 2014

some final points: something will go wrong accept it and move on 28 © 2014

some final points: you can do this! keep it simple! 29 © 2014

some final points: help is available • free classes and webinars www.constantcontact.com/learning-center www.constantcontact.com/local-learning • Constant Contact blog blogs.constantcontact.com • local partners who love helping small businesses marketplace.constantcontact.com/ServicesSearch 30 © 2014

Q&A (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!) want more help? CALL A COACH toll-free: 855-261-1978 #EventSpot © 2014

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