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Online event marketing promoting workshops, seminars and more

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Online event marketing promoting workshops, seminars and more

  2. 2. Agenda Making the most of your event  Ease the burden of event management  Setting and using event objectives Promote & Communicate  Promote to the right people  Let the people you know promote for you  Leverage Social Media and Mobile  Be found on the web Engage with attendees  Registration  Acknowledge and communicate  Before Event  During Event  Post Event Measure your success  Reports  Feedback Extras  Worksheets 2 Copyright © 2011 Constant Contact Inc.
  3. 3. Making the most of your event Ease the burden of events by having registration and follow up in one place online. Offline Management Online Management •Multiple methods with different lists means •One system to manage all data time consuming manual list management online with access from anywhere •Registration only during office hours •Attendees register using 24/7 •Fax, postal mail, and “reply if you’re coming” self-serve online registration email registration is time consuming •Manual spreadsheet attendee data entry •Efficient online tracking and causes cumbersome tracking and reporting reporting that’s automated •Very time consuming contacting those who •Easily email those who have not have not responded responded •Guessing what people want from the event? •Custom Data lets you know! Keep registration open online, even when you’re not. 3 Copyright © 2011 Constant Contact, Inc.
  4. 4. Making the most of your event For a successful event, identify your audience’s goals, as well as your own. Considerations Audience Goal Your Goal Size of Event •Participate, but not faceless attendee •Increase attendance •Right audience for the event Value of Event •Make connections and learn •Create loyal and repeat attendees •Network with peers Content Focus •Learn from experts •Correctly set level of intensity and •Engage with speakers delivery of content Return on Investment •“What’s in it for me?” •Create and stay on budget Other event considerations: Time of Day An event invitation and website provide all • What is ideal? the information needed for attendee to Location • Traffic? understand the value of the event and • Adequate parking? successfully attend. • Driving directions? • WIFI provided? 4 Copyright © 2011 Constant Contact, Inc.
  5. 5. Make the most of your event My Sales Tactics Event Companies goals Get attendees to sign up for one or series of paid classes for business/marketing coaching. Seen as thought leader. Increase revenue. Market private coaching services. Create referral network to gain new attendees and validate value claims. What do attendees want? Learn the proven techniques to grow business and improve sales from a proven expert. Then take those leanings and apply directly to their business. They expect to see some direct return on their investment of attending event. 5 Copyright © 2011 Constant Contact, Inc.
  7. 7. Are you promoting to the right people? Who do you want to come? Create an “ideal” attendee profile of both new and familiar with your organization and know why.  Demographic  Past attendance, customer  Age , Geography  Industry, Educational background  Influence in networks (local and social) Where do they spend time?  Online: Social media, industry blogs, websites, virtual trade-shows, etc.  Offline: Social groups, cafes, Meet up, Chamber meetings, etc.  Print: Newspapers, trade publications, magazines Where do they look for information about events?  Local calendar listings, local media outlets (wickedlocal.com, craigslist.org)   List in your own event calendar on your site Get included in radio or tv listings Use the Event Planning &  “Forward to a Friend” Invites Feedback section of the Survey  Word of Mouth tool to gather data.  Search Engines and Social Media 7 Copyright © 2011 Constant Contact, Inc.
  8. 8. Foundation from those who know you Get their attention with email invites for those who know your organization. Brand is important. -79% of respondents said they hit the "report spam" button when they don't know who the sender is. -Email Sender and Provider Coalition (2007) Use Subject Lines that get you opened. Write a headline that captures and keeps attention. Why do I or should I care? Show your personality. Personalize message to recipient –the same invite does not need to go to everyone on your list. How do they know you? Use this to make the invite relevant. 56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.” -Q Interactive, 2007 Segment the content of the message. 8 Copyright © 2011 Constant Contact, Inc.
  9. 9. Good Invitations cause interest and action Invitation must include:  Simple step-by-step easy registration or RSVP -How do I say yes or no  When and where? How do I get there?  Is there a cost? What is the cost?  Who do they contact for more information or to ask questions?  Content is Share worthy – Share button for posting social media – “Forward to a Friend”-email – Add list of upcoming events Do your invites do more than ask people to come? Goals: Today, 71% of the U.S. online  Engage with video audience watches video on the internet, and the  Increase interest number of streams  Improve attendance consumed should more than double by 2013  Provide event information: – Forrester Research 2009  Topics Video in email can increase  Lessons click-through rates by as  Speakers much as three-hundred percent– Forrester Research 2009 9 Copyright © 2011 Constant Contact, Inc.
  10. 10. Success with Event Invitations Business Victories Their challenge: Promoting weekly teleseminars which educate customers and prospects. Boosting teleseminar attendance. With Event Marketing their results: "We've seen registration go up 30% to 40%, and it's consistently growing each week, undoubtedly because we've started using Event Marketing.“- Cheri Ruskus, Business Victories How do you know if your invites did their job? Is the message being shared? 10 Copyright © 2011 Constant Contact Inc.
  11. 11. Does this invite work? What works: Headline captures attention and sense of urgency. Visuals match event theme. Why it does not work: No way to RSVP on line! Created sense of urgency but no way to take immediate action. Unclear how to sign up for event. No personalization. No map for directions on how to get there. No way to share. –Missingout the power of word of mouth and social media marketing. 11 Copyright © 2011 Constant Contact, Inc.
  12. 12. Beyond the one event Share upcoming events in your email invitations to increase awareness. “Attend My Events” button appears in the Insert menu. Clicking this option will feature: –Event Name –Start/End date and time –Event Description (if given) –Location Event names link to Event Homepage/Registration page. Track which readers are interested in what events. 12 Copyright © 2011 Constant Contact Inc.
  13. 13. Leverage Social Media for your invite Expand the reach of your invitation through Social Media. Use Simple Share to promote the event on Facebook and Twitter at the same time ■ Customize the message for each site. ■ Include an image (optional). ■ Easily share to all your Facebook and Twitter profiles. 13 Copyright © 2011 Constant Contact, Inc.
  14. 14. Create buzz in Social Media about the event Get more attendees by sharing the event on Facebook & Twitter. Whether you send an invite or not, promote the event on Social Media! Here’s how:  Establish a hashtag (e.g. #B2Bevent) to track buzz around the event.  Tweet your event and watch how your followers retweet the details.  Do not forget to ask them to retweet, asking and saying “Please” really does work. Promote the event on a The Facebook post can contain a schedule: custom message to •Weekly encourage attendance and will include a link to register. •The day before •An hour before 14 Copyright © 2011 Constant Contact, Inc.
  15. 15. Create buzz in Social Media about the event Increase attendance through professional connections.  Promote the event on your LinkedIn profile.  Share the event details with those you know on LinkedIn.  Groups:  Members  Industry  Topic 15 Copyright © 2011 Constant Contact, Inc.
  16. 16. Leverage Mobile Marketing How can you use it? Foursquare Pre-event During Event •Create a location •Share with friends to check in •Co-market with •Develop scavenger content partner? hunt about event Drive traffic to •Hints in each other’s sites “tips” area •Leave a “tip” •Understand about your event interests of people •Leave a To Do checking in – about your event profile info 16 Copyright © 2011 Constant Contact, Inc.
  17. 17. Leverage Social Media Promotion Tools Before During After • Promote the event by • Share updates on your wall • On your wall, thank those sharing the event details and upload pictures from who came to the event on your wall the event • Answer remaining questions from event and send email with link to your wall. • Create an unique event • Maximize the opportunity • Encourage people to hashtag for a re-tweet by limiting continue discussion • Using bit.ly create short your tweet to 120 • Use tweets to promote next event URL for tweets characters event • Customize your Twitter • Encourage tweeting during background with the the event event brand • Create a Twitter List of • Schedule tweets in your conference speakers advance to promote for others to follow • List people’s Twitter username’s on their badges • Have link to event • Encourage those that meet • Continue networking after homepage in your profile at the event to connect the event • Invite connections to attend • Create a location to • Develop scavenger hunt • Review Check-ins and Tips check-in about event left by attendees • Co-market with content provider 17 • Leave a “Tip” or “To Do” Copyright © 2011 Constant Contact, Inc.
  18. 18. Leverage Social Media & Online Marketing Built-in Promotions with Social Media and Search Engine Optimization. ■ Help your event be found in online searches by using keywords.  Topics, speakers, theme, location ■ Create an event hashtag to encourage conversation about the event. ■ The hashtag is automatically featured in event communications. 18 Copyright © 2011 Constant Contact, Inc.
  19. 19. Can your event be found on the Web? Do you have an event homepage? Use homepage for more promotional details and drive desire to attend. Match the branding and colors of your website to your event homepage. “The homepage flexibility provides a fantastic outlet for other complementary marketing strategies such as posting for social networking and affiliates websites.” -Shannon Beth Harrington, SB Cre8tive 19 Copyright © 2011 Constant Contact, Inc.
  20. 20. Can your event be found on the Web? Talk About Content  List the sessions offered/Agenda  Link to guest speaker bios, websites, book reviews  Showcase new products or services Enable Interaction  Provide event contact’s information for questions  Feature testimonials of former attendees  Create and update a “What’s New” section  Display pictures from past events or featured speakers  Join My Mailing List for future events  Add event #hashtag Include Fine Print  State cancellation and refund policy (if applicable) and make it fair and friendly It „s more seamless for people and easier for everyone. For people signing up for the events they don‟t have to bounce from a Tips: newsletter, to our website, to PayPal and back-it‟s so flawless and -Keep your branding consistent easy. What we were hoping for is what we got and so much -Make the page easy to share and be more.-Leslie Sturgeon, Women Inspiring Woman found in Social Media -Use the words that attendees use, not internal jargon 20 Copyright © 2011 Constant Contact, Inc.
  21. 21. Can your event be found on the web? Feature all upcoming events online or on your website.  Share the link to the event calendar in emails and Social Media. Provide a list of upcoming events on your website: ■ Increases awareness of your upcoming events. ■ Helps improve attendance or increase the number of volunteers. ■ Increase SEO value. 21 Copyright © 2011 Constant Contact, Inc.
  22. 22. Boost attendance with promotional variety Let them know and they’ll show! Invitations Homepage Social Media Send personalized Create a unique event Engage those following invitations with a homepage you to boost attendance personal appeal and awareness Make sure to include: Make sure to include: Make sure to include: Important event information Information about the event, Updates about the event To ask recipients to forward the topics and guest speakers (Examples: new speakers, email to friends and family Regular updates on the discount offers, etc.) A list of upcoming events homepage, with our easy to Link to registration for the event Encourage to talk about event update homepage from all posts and tweets in Facebook and Twitter A “Join my Mailing List” box, to Encourage those who have Links to register-automatically keep the connected registered to post or tweet they done for you with Event Use the “Attend my Event are attending-automatically done Marketing Widget” to promote upcoming for you with Event Marketing events on your website Remember: communicate where your audience is listening! 22 Copyright © 2011 Constant Contact Inc.
  24. 24. Step 1: Registration Easy to use self registration  Decreases errors  Attendees register when and how they want Centralized Information and Professional Looking  One place for all event information  Same branding for all event communications  Track and see the details registrant provide  Have a better event when you know who is coming Time Saving  Manual registration = Hours of time vs. Online = time saving  One person can run the show  Easy for anyone to manage 24 Copyright © 2011 Constant Contact Inc.
  25. 25. How registration engages Cape May County Chamber of Commerce Their challenge: Difficult to get a proper headcount. Provide adequate event information. Over-ordering or booking a location that is too small/large. Collecting payment from registrants. With Event Marketing their results: It took two or three people two or three steps to register one person for a $20 lunch. Now, it‟s all automated. – Vicki Clark, Cape May County Chamber of Commerce 25 Copyright © 2011 Constant Contact Inc.
  26. 26. Step 2: Acknowledge and Communicate Ask registrants to share the event information. Jump start the word of mouth buzz around your event. Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter. Note: Facebook users have on average 130 friends* *Facebook FAQ’s 26 Copyright © 2011 Constant Contact Inc.
  27. 27. Step 2: Acknowledge and Communicate Reminder email Reminder communications increase attendance Include:  Show countdown until event.  Include a link to a pre-event survey or poll, then near event start date or at start of event review results.  Provide hints to guess secret guest speaker/feature:  Tweet event information and include event #hashtag in the tweet  Share event details on your Facebook wall  Make it easy to share with “Forward to friend” link and Social Share button. Confirmation Messages = confirm & commit  Keep it short and concise.  Provide contact information for the individual who can answer questions.  Feature quotes from attendees in the past to similar events.  Reference the “Add to my Calendar” feature. 27 Copyright © 2011 Constant Contact, Inc.
  28. 28. During the Event Event Check-in  Display a list Android iPhone of registrants for any event.  "Check-in" your registrants to mark them as attended.  Email an individual event registrant by tapping their email address. Easy attendance Tracking on your mobile phone! 28 Copyright © 2011 Constant Contact, Inc.
  29. 29. During the Event  Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag.  People who are interested and could not make it can be part of event following a twitter feed.  Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic. As of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review” Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers” 29 Copyright © 2011 Constant Contact, Inc.
  30. 30. During the Event Consider using QR Codes to keep the interaction going  Direct to website information via mobile device.  Get feedback via a poll or short survey that people can access via mobile device.  Post video content that is complementary to the event objectives to view via a mobile device. How do I build? -http://bit.ly/ Add- .qr at end of shorten url 30 Copyright © 2011 Constant Contact, Inc.
  31. 31. During the Event How can you use it? Foursquare  Watch how many and who has checked in. – Know when the people you want to connect with have arrived.  Watch the comments, tips and to do’s left by attendees. – Gain a clear understanding of what popular/trending in your event.  Watch for instant feedback. – Negative comments about the food – Problems with the facility 31 Copyright © 2011 Constant Contact, Inc.
  33. 33. Post event email and homepage ■ Thank attendees. – Send a thank you tweet (@) – to everyone who engaged with the event on Twitter ■ Post quotes and photos from attendees. ■ Provide links to materials distributed at the event. – Consider hosting them via Slide Update same Share Homepage for Post ■ Provide contact information for the individual who can answer questions. Event Information ■ Give participants a way to stay connected through the “Join Our Mailing List” link or social media sites. ■ Include link to post-event survey. 33 Copyright © 2011 Constant Contact, Inc.
  34. 34. Collect Post Event Feedback Use a Survey  Ask about satisfaction with content, facilities, etc.  How likely are they to come again?  Over 60 templates to start with to meet your objective  How likely are they to tell others  Includes good questions about your events?  You can edit, remove, add, and re-order questions  You can add your logo, colors and images  Ask questions that get answers you can act upon.  Example: “What didn’t you like about our last event?” 34 Copyright © 2011 Constant Contact, Inc.
  35. 35. Collect Post Event Feedback Track conversations with NutshellMail  Monitor your Social Media while at your event.  Review your Social Media activity at your own pace.  Track engagement and review conversations.  Promote the next event by making a list of all your followers on Social Media. 35 Copyright © 2011 Constant Contact, Inc.
  36. 36. Feedback and Data for next event  Analyze participation to identify high value prospects, then perform the appropriate follow up.  Leverage details from your registration data to help identify the right segments of people to invite to your next event.  Use the information they have shared to personalize your future communications.  Segment: – Details such as who paid, how they paid, demographic, geograph ic, etc. 36 Copyright © 2011 Constant Contact, Inc.
  37. 37. Did you meet the objectives? Measure your objectives by: Measure attendee objectives by:  The number of people who  Show rate of individuals attended. registered.  Revenue from the event.  Conversations about event in  Analyze data collected via Social Media networks. reports and survey.  Feedback in surveys. 37 Copyright © 2011 Constant Contact, Inc.
  38. 38. Let’s see it in action! Constant Contact’s Event Marketing: Registration Promotion Reporting 38 Copyright © 2011 Constant Contact, Inc.
  39. 39. Best Next Steps Try Online Event Marketing For Free http://www.constantcontact-event.com/ Check out a Live Product Tour Register for the live “Event Marketing Product Demo” http://www.constantcontact.com/learning-center/webinars/live/index.jsp Questions? You have a consultant here to help at 1-855-816-6508 39 Copyright © 2011 Constant Contact, Inc.
  40. 40. On Twitter: @ctctevent Facebook: http://www.facebook.com/ctcteventmarketing FOLLOW US ON SOCIAL MEDIA 40
  41. 41. Plan- Using Objectives Share your story:  Recent or Upcoming Event  Attendee Objective  Your Objective  Value and Content Focus of event Audience Goal Your Goal Size of Event Value of Event Content Focus 41 Copyright © 2011 Constant Contact, Inc.
  42. 42. Are you promoting to the right people? Attendee Worksheet: Attendees-Who is perfect for Where do they spend time? Where do they seek event your event? information? In common What is Real Life Online Real Life Online different • • • • • • • • • • • • • • • • • • 42 Copyright © 2011 Constant Contact, Inc.

Notes de l'éditeur

  • Today’s presentation will cover the following topics: We will discuss the many benefits of using on-line registration to track and analyze participation. We will also cover many of the varied ways you can keep in touch with your constituents, encourage participation and reach those people that are not currently part of your contact list. We will touch on ways you can measure the success of your event and how you can use this information to plan even better, more robust events in the future. I will finish by sharing Event Marketing Best Practices.
  • Professional looking communications improve the reputation of the organization. Sending informative emails about the event and your cause makes you trusted resource and builds credibility for the work you are doing.
  • The fun part is promoting your event, so “Let them know and they’ll show!” Let’s start with Invitations: Don’t forget to always send a “Save the Date!” Personal invitations to pre-existing networks of donors and friends through multiple channels have been rated as the most effective methods for communicating. Website: Here, provide the event details and don’t forget a “Join my mailing list” button.Social Media: Keep audience engaged throughout the promotion process by highlighting exciting new speakers and keeping them informed of interesting changes/additions to the program. We’ll further discuss Social Media in today’s presentation and provide context to using it. Remember, communicate where your audience is listening, and they are on Social Media. Attendees who feel more engaged and connected with the organization are less likely to cancel.
  • Using Event Marketing from Constant Contact, we’ll see that it’s 1) Time Saving, 2) Easy to use, 3) An online place for centralized information and ultimately will mean a better and smoother event for you and your attendees. In the past, manual registrationand a high number of people paying “at the door” resulted in an organization having to make a “best guess” in regards to food and facility size. Pre-registration reduces waste of precious time, money and resources, something nonprofits are constantly seeking. Another time saver is that info is more accurate, since participants self-register.EvM is also so easy to use, volunteers who are new to using CTCT, are able to quickly step-in and help.In addition, CTCT allows you Plan a better event when you know who is coming. Based on the registration “title” field, a lecture-type session could become a CEO Roundtable discussion, delivering more value to the participants. All of these benefits make for a smoother, more efficiently run conference, fundraiser or special event. Simply put, you get better event planning with Constant Contact Event Marketing.