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Event Marketing
for Startups & New Businesses
Laura Huddle
Head of Marketing Australia
Eventbrite
Bring the world together
through live experiences
“Today, the customer experience
increasingly revolves around technology,
that means, of course, that the customer
experien...
Benefits of Thinking Analytically
ideas
+ data
smarketing
Surprise & Delight
Average Lifecycle of a Fundraiser
TicketSales
Week
1. Create a marketing plan
The Buffet Approach
The Perfect Dish
Forward Thinking
Understand your Sales Cycle
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Elevate Sales by Week
3 Days
Flash sal...
Event Listing SitesEmail Marketing
Mobile
Search
Social
Eventbrite Site
Your
Event
1
Set Goals
• Overall Sales & Registration Goals
• Goals by Channel
• Create Goal Calendar
Week 1:
85 Tix
Week 2:
185 Tix
We...
Plan Accordingly
• Align Promotional Calendar
Week 1:
85 Tix
Week 2:
185 Tix
Week 4:
275 Tix
Week 8:
650 Tix
Week 12:
1,25...
2. Build awareness
People Procrastinate
“ People need to hear and see
things 3 to 5 times for it to affect
a behavior change.”
– Herbert Krugman
Plan
Define your brand
• Who is your target audience?
• What do they care about?
• What is your point of differentiation?
Build Interest and Set Expectations
• Explain the value proposition of your event
• Can they learn, earn or brag?
• Use mu...
Vespa Vita
The Original Sneak Peak
3. Execute your plan
Event Listing SitesEmail Marketing
Mobile
Search
Social
Eventbrite Site
Your
Event
1
Social Media
• Go where communities already are
• Establish a hashtag
• Connect with influencers/groups
• Drive discussion...
Influencers & Cross Promotion
Hangout Music Festival
Track sales from social activity
$5.32
Partnerships
Partnerships
Online Marketing Pillars
• Search: leverage paid search (SEM) and free search
(SEO) to drive sales
• Email: acquire new at...
Search Engine Marketing (SEM)
~20% of Clicks Go To Paid (SEM)
Buy your Brand Terms
• Brand term: your event or organization’s name, ie:
“Elevate conference” or “BizBash”
• Non-brand te...
More Real Estate = More Traffic
+45% increase in
site traffic with
Branded SEM
campaigns
Branded SEM Pros and Cons
• Pros:
- More screen real estate = more visitors  more sales
- You control the ad / message  ...
Geo-target SEM for Local Events
• Target ads locally based on city or radius
– - ie: people searching “beer festival” with...
~80% of Clicks Go To Free (SEO)
It Matters Where you Rank
Research How People Search for your Brand
Enter words or
phrases about your
brand/event.
Google will tell you
how frequent...
Find Relevant Keywords
Google provides
new keyword
ideas and number
of searches.
https://adwords.google.com/o/KeywordTool
Include Them on your Site & Event Page
Learn more: http://www.moz.com/beginners-guide-to-seo
Why Email Marketing?
• Nurture your prospect list, build anticipation for your
event, and drive sales
• Re-engage and conv...
Email: Who to Target?
• Past attendees of your events
• Members of your organization
• Partner with relevant organizations...
Create your Email Calendar
Timing from event Email Topic
10-12 weeks “It’s coming” – preview of event
8-10 weeks “On sale ...
How to Send?
• Up to ~50-100 people: possibly ‘hack it’ with your email
account
– Yesware will track email opens, clicks, ...
Competitor
Competitor
4. Obsess over conversion
Obsess Over Conversion
Number of TicketsSold
Number of PageViews
%ConversionRate=
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
conversion
X
150 Tickets
Sold
X $100
Ticket Pri...
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
conversion
X
150 Tickets
Sold
X $100
Ticket Pri...
Keep Critical Content Above the Fold
Make Fields Earn their Keep
Pageload matters.
1second delayin pageresponsetimecan result in a
7%reduction in conversion
E-mail
Email A/B Testing
6.5%
CTR
14.5%
CTR
Display Ads
.21% 1.37%
CTR CTR
Online Advertising
Total Spend
Impression Volume
Clicks / Engagements
Conversions
Cost-Per-Conversion
Online Advertising
$12,500
145,000 Impressions
3,345 Clicks
130 Conversions
$96.15 CPC
Email
Sent
Delivered
Opened
Clicked
Conversions
Use Promo Codes to Track Performance
5. Review & reallocate
Go Back to your Marketing Calendar
• Did you achieve your goals?
Week 1:
85 Tix
Week 2:
185 Tix
Week 4:
275 Tix
Week 8:
65...
Review your Funnel
• Awareness by Channel
• Sales by Channel
• Quality by Channel
SEM
145k Impressions
130 Conversions
Soc...
Review, Re-evaluate, Re-engage
• Identify areas for improvement
• Re-allocate marketing dollars (if needed)
• Re-evaluate ...
In Conclusion
• Integrate your marketing to maximize buzz via 5+
touches.
• There’s no silver bullet. The content is the g...
PLAN + EXECUTE
BENCHMARK + ANALYSE
TAKE ACTION
Thank You!
Event marketing for startups and new businesses
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Event marketing for startups and new businesses

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Many small businesses struggle with filling their events and marketing correctly. Here are some tips provided by Laura Huddle, Head of Marketing (Australia) at Eventbrite. This presentation was shared at Hub Australia's Small Teams, Big Dreams event on May 1. http://snip.ly/o20a

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Event marketing for startups and new businesses

  1. Event Marketing for Startups & New Businesses Laura Huddle Head of Marketing Australia Eventbrite
  2. Bring the world together through live experiences
  3. “Today, the customer experience increasingly revolves around technology, that means, of course, that the customer experience increasingly generates data – data that can be gathered and analyzed… data that can produce insights to drive better decisions… data that can provide accountability for marketing initiatives.” - Forbes, January 2013
  4. Benefits of Thinking Analytically
  5. ideas + data smarketing
  6. Surprise & Delight
  7. Average Lifecycle of a Fundraiser TicketSales Week
  8. 1. Create a marketing plan
  9. The Buffet Approach
  10. The Perfect Dish
  11. Forward Thinking
  12. Understand your Sales Cycle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Elevate Sales by Week 3 Days Flash sale Partner Promotion Procrastinators
  13. Event Listing SitesEmail Marketing Mobile Search Social Eventbrite Site Your Event 1
  14. Set Goals • Overall Sales & Registration Goals • Goals by Channel • Create Goal Calendar Week 1: 85 Tix Week 2: 185 Tix Week 4: 275 Tix Week 8: 650 Tix Week 12: 1,250Tix
  15. Plan Accordingly • Align Promotional Calendar Week 1: 85 Tix Week 2: 185 Tix Week 4: 275 Tix Week 8: 650 Tix Week 12: 1,250Tix Email SEM Social Scale SEM Email w/ Discount Optimise Reg Page Social Share Contest Email w/ Discount Ramp SEM
  16. 2. Build awareness
  17. People Procrastinate
  18. “ People need to hear and see things 3 to 5 times for it to affect a behavior change.” – Herbert Krugman
  19. Plan Define your brand • Who is your target audience? • What do they care about? • What is your point of differentiation?
  20. Build Interest and Set Expectations • Explain the value proposition of your event • Can they learn, earn or brag? • Use multiple pieces of teaser content
  21. Vespa Vita
  22. The Original Sneak Peak
  23. 3. Execute your plan
  24. Event Listing SitesEmail Marketing Mobile Search Social Eventbrite Site Your Event 1
  25. Social Media • Go where communities already are • Establish a hashtag • Connect with influencers/groups • Drive discussion, solicit ideas • #TBT from the last event
  26. Influencers & Cross Promotion
  27. Hangout Music Festival
  28. Track sales from social activity
  29. $5.32
  30. Partnerships
  31. Partnerships
  32. Online Marketing Pillars • Search: leverage paid search (SEM) and free search (SEO) to drive sales • Email: acquire new attendees and convert attendees of past events • Retargeting: turn visitors into sales by reminding them to come back and purchase
  33. Search Engine Marketing (SEM) ~20% of Clicks Go To Paid (SEM)
  34. Buy your Brand Terms • Brand term: your event or organization’s name, ie: “Elevate conference” or “BizBash” • Non-brand term: a broader search like “Melbourne conferences” “But why would I pay $$$ for clicks that I’ll get anyways from my free search listing?!”
  35. More Real Estate = More Traffic +45% increase in site traffic with Branded SEM campaigns
  36. Branded SEM Pros and Cons • Pros: - More screen real estate = more visitors  more sales - You control the ad / message  branding, improve CTR - You control the landing page experience  better conversion - Cheap cost-per-click (CPC)  very efficient ad spend - Defense against competitors bidding on your brand • Cons: - It costs $$$
  37. Geo-target SEM for Local Events • Target ads locally based on city or radius – - ie: people searching “beer festival” within 20 mi. radius of Sydney
  38. ~80% of Clicks Go To Free (SEO)
  39. It Matters Where you Rank
  40. Research How People Search for your Brand Enter words or phrases about your brand/event. Google will tell you how frequently each is searched for. Google Keyword Planner: : https://adwords.google.com/o/KeywordTool
  41. Find Relevant Keywords Google provides new keyword ideas and number of searches. https://adwords.google.com/o/KeywordTool
  42. Include Them on your Site & Event Page Learn more: http://www.moz.com/beginners-guide-to-seo
  43. Why Email Marketing? • Nurture your prospect list, build anticipation for your event, and drive sales • Re-engage and convert prior attendees of your events • Acquire new attendees • Show thanks after the event, and set-up next years’ success • It’s highly cost efficient, and it works
  44. Email: Who to Target? • Past attendees of your events • Members of your organization • Partner with relevant organizations to reach their members
  45. Create your Email Calendar Timing from event Email Topic 10-12 weeks “It’s coming” – preview of event 8-10 weeks “On sale now – time to buy!” 6 weeks Speaker line-up, new sponsor announcements 3 weeks “Tickets are going fast – get yours now!” 5 days “Only 5 days left – don’t miss out!” +1 day after “Thank you,” survey, share content
  46. How to Send? • Up to ~50-100 people: possibly ‘hack it’ with your email account – Yesware will track email opens, clicks, forwards – can show you who has interest to follow-up with • 50-100+ people: Mailchimp, MadMimi, or similar email provider
  47. Competitor
  48. Competitor
  49. 4. Obsess over conversion
  50. Obsess Over Conversion
  51. Number of TicketsSold Number of PageViews %ConversionRate=
  52. WhyConversionMatters =5,000 PageViews 150 TicketsSold 3% average eCommerce conversion X 150 Tickets Sold X $100 Ticket Price = $15,000 Example:$10,000 of marketing
  53. WhyConversionMatters =5,000 PageViews 150 TicketsSold 3% average eCommerce conversion X 150 Tickets Sold X $100 Ticket Price = $15,000 Example:$10,000 of marketing 6% conversion 300 300 $30,000
  54. Keep Critical Content Above the Fold
  55. Make Fields Earn their Keep
  56. Pageload matters. 1second delayin pageresponsetimecan result in a 7%reduction in conversion
  57. E-mail
  58. Email A/B Testing 6.5% CTR 14.5% CTR
  59. Display Ads .21% 1.37% CTR CTR
  60. Online Advertising Total Spend Impression Volume Clicks / Engagements Conversions Cost-Per-Conversion
  61. Online Advertising $12,500 145,000 Impressions 3,345 Clicks 130 Conversions $96.15 CPC
  62. Email Sent Delivered Opened Clicked Conversions
  63. Use Promo Codes to Track Performance
  64. 5. Review & reallocate
  65. Go Back to your Marketing Calendar • Did you achieve your goals? Week 1: 85 Tix Week 2: 185 Tix Week 4: 275 Tix Week 8: 650 Tix Week 12: 1,250Tix Email SEM Social Scale SEM Email w/ Discount Optimize Reg Page Social Share Contest Email w/ Discount Ramp SEM
  66. Review your Funnel • Awareness by Channel • Sales by Channel • Quality by Channel SEM 145k Impressions 130 Conversions Social 30k Impressions 170 Conversions Email 100k Impressions 360 Conversions
  67. Review, Re-evaluate, Re-engage • Identify areas for improvement • Re-allocate marketing dollars (if needed) • Re-evaluate partners and sponsors SEM $12,500 Social $2,000 Email $3,500
  68. In Conclusion • Integrate your marketing to maximize buzz via 5+ touches. • There’s no silver bullet. The content is the glue. • Pulse your marketing during the entire event life cycle. • Before, During and After the Event. • Measure everything. • Your conversion rate is the key for getting more from your efforts.
  69. PLAN + EXECUTE BENCHMARK + ANALYSE TAKE ACTION
  70. Thank You!

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