Suzanne Carawan, CMO of HighRoad Solution, gave this presentation at the 2014 PCMA Convening Leaders annual meeting held in Boston, MA. Focusing on customer experience, the presentation provides a framework for building your own event marketing plan based on user-centric design principles. The presentation focuses on using digital techniques to better market your event pre-during and post-live event. Hi

1. MULTI-TOUCHPOINT EVENT
MARKETING
BLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT
Suzanne Carawan, High Road
Solution

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3. MULTI-TOUCHPOINT EVENT
MARKETING
BLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT
Suzanne Carawan, High Road
Solution

4. LEARNER OUTCOMES
 Learn principles of digital and content marketing
 Target your audiences effectively and create buzz by
selecting the appropriate digital tools
 Promote and remarket your event content to build
community by using social media channels

5. THE MULTI-MARKETING MINDSET
MULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.

6. MULTI-MARKETING MINDSET: CHANNELS

7. BRAND AWARENESS & LOYALTY
 Question #1:
What channel would you use to get up-to-date
information on all kinds of news around the world?
 Answer:

8. BRAND AWARENESS & LOYALTY
 Question #1:
What channel would you use to get up-to-date
information on weather around the world?
 Answer:

9. CASE STUDY:
THE WEATHER CHANNEL
A STUDY IN BEING MULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.

10. TWC TELEVISION

11. TWC WEBSITE

12. TWC MOBILE APP

13. TWC RADIO

14. TWC FACEBOOK

15. TWC INSTAGRAM ON FACEBOOK

16. VIEWER DEMOGRAPHICS OF TWC
Know your
audience

17. USER‘S JOURNEY MAP

18. USER‘S JOURNEY MAP
3
8
6
4
4
5
2
6
1
5
7

19. USER‘S JOURNEY MAP
3
8
6
4
4
5
2
6
1
5
7

20. VIEWER DEMOGRAPHICS OF TWC
Know your
audience

21. IMAGINATION EXERCISE
YOU OWN A RESTAURANT. YOU PICK THE FOOD.

22. DAWN OF TIME TO 1957

23. 1957

24. CUSTOMERS START ASKING

25. EARLY 1980S

26. YOU WANT TO BE INNOVATIVE

27. 1998

28. WHY NOT? IT‘S YELLOW
Fun Fact:
Sugar in the Raw
actually came to
market in the early
1970s but without
any marketing
campaign, it stayed
in the world of
organics & people
who prefer sugar
granules that never
actually melt & you
can crunch with the
dregs of your coffee
or tea

29. KNOW YOUR BUYER & FOCUS

30. US POPULATION GROUPS

31. MAP YOUR PAST AUDIENCE
gen y
gen x
boomer
Note: Matures = 0

32. WHO HAS MONEY?

33. TAKE IT EASY ON YOURSELF

34. REALITY OF THE MASS MARKET

35. BUYER PERSONA EXERCISE

36. POPULATION ANALYSIS
Socioeconomi
c
OWL:
―Barbara‖
<image>
SMP:
―James‖
<image>
Boomer:
―Michael‖
―Mary‖
PITA:
―Tyler‖
―Brittany‖
Geo
Ed
Work
Environment
Stage of
Life
Where they Influe
Get their
nce
Info
Actual
Behavio
r
―Day in
the Life‖

37. THE FRAGMENTED USER
http://idratherbewriting.com/2011/01/21/contemporary-reading-behaviors-favor-short-formats

38. ATTENTION-EMOTION

39. BRAND PROMISE

40. BUYER PERSONA EVENT EXPERIENCE
Value Prop Feeling at
(WIIFM)
End of
Event
OWL:
SMP:
BOOMERS
:
GEN X:
(Jason &
Jennifer)
PITA:
Experienc
e Map
Engagement
Points
Influenc
e Points

41. MAKING IT A CONVERSATION
ADDING BUZZ. MAKING IT CONNECT. CREATING ENERGY.

42. NORMS HAVE CHANGED
• Constant need/expectation of:
– New & improved, Speed!
– Diversity
– Entertainment
– Test. Tweak. Test. Tweak.
– Transparency/Reality
– Available information through technology
– No such thing as too much asking if you’re
giving them what they want
– Evidence (Metrics)

43. CREATE DEMAND & BUILD ON IT

44. OLD SCHOOL

45. HOW DO YOU CREATE DEMAND?
 Element of Surprise
 Instill Fear of Missing Out/Loss/Being Dumb
 Inspire to Be Great in the Future
 Outcome Only Known if Real Time
 Emotionally Connect on a Key Value
 New Sensory Experience
 Non-Daily Task that‘s Play-Oriented

46. DEMAND LIFECYCLE OF EVENT MARKETING
Pre-event
At-Event
Post-Event
Rinse & Repeat

47. EVENT MARKETING ARSENAL
 Surveys
 Registration system
 Text Messaging
 Onsite sessions
 Direct mail
 Webinars
 Pre-show/onsite guides
 Pod sessions
 Hashtag conversation
 Google +
 Online communities
 Email marketing
 Live streaming (hybrid)
 Twitter
 Blog
 Facebook, LinkedIn
 Landing Pages / website
 Articles/magazine
 Photos/Photo gallery
 Press releases
 Video/video gallery
 Newsletters with Variable, Dynamic
 Presentations/Slide archives
 Voice Messaging
Content

48. AIBTM CONVO ARCHITECTURE
Target Audience Segmentation:
Exhibitor Side
Hosted Buyer Side
Destinations
Corporate Planner
Hotels
Association Planners*
Technology Companies*
Independent Planners

49. AIBTM CONVO ARCHITECTURE
Goals of
AIBTM:
Provide
Education
Get
Participation
Increase
Revenue
Increase
Demand
(Momentum)
Execution:
Planned &
Live
Planned
Planned
Live
Word Cues:
Know!
Go!
U Need!
Spotted!

50. AIBTM CONVO ARCHITECTURE
What‘s In AIBTM for Each of These Groups?
Education:
Know!
Destinations
Hotels
Tech Cos
Corp
Planner
Assn
Planner
Indep
Planner
Activity:
Go!
Audience:
U Need!
Demand:
Spotted!

51. Facebook
LinkedIn
Voice
Girl Talk
w/Wine
Target
Audience
Hosted
Buyers,
Media
Twitter
YouTube
Pinterest
Dinner Party ESPN/TWC
OMG! &
CNN blend
Inspiring/HG
TV & Food
Network
Hosted
Buyers,
Media, Tech
Hosted
Buyers
Destinations
, Hotels,
Tech, HB
All
Identify & Stick to Voice Per Social Outpost:
Social circle Intellectual
Headline
Recognize
Content
Purpose
Revenue
Purpose
of AIBTM;
‗in‘ crowd;
personal
stories of
planners
side of
audience;
discuss
trends & hot
topics
news across attendees;
audiences/a showcase
ctivities
experience
Sell contest
& message
sponsorship
s
New
program
ideas; new
exhibitors
Create payfor-play
coverage
opps
Create payfor-play
coverage &
posting
Allow
exhibitors to
showcase
products in
curated way
by AIBTM;
visual
AIBTM
picks
Banner ad
opps up-sell
&
feature/spon
sor

52. MARCH 2013
Destinations
Know!
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Go!
Twitter
LinkedIn
YouTube
Pinterest
U Need!
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Spotted!
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Hotels
AUDIENCE SEGMENT
Tech Co
Corp Planner
Assn Planner
Indep Planner

53. VLV METHODOLOGY
Pre-Event
(Virtual)
Live Event
Post-Event
(Virtual)
Influencer Program
Daily Digest
Janus Program
Contests
Recognition Program
Influencer Program
Reveal Program
Recognition Program
Janus Program
Community Program

54. PRE-EVENT PROGRAMS
 Influencer Programs
 Identify key influencers on Twitter & follow/RT/DM
 Identify/communicate with exhibitors/sponsors as to social
program for 2013
 Communication on the Know! Go! U Need! Spotted! Social Map
 Virtual Social Chairs/Virtual Social Cocktail Hosts
 Contest: ―Winds of Change‖ & ―Chicago is My Town‖
 Exhibitor/sponsors to provide gifts or AIBTM
 Bragging rights or gift/voting
 Reveal Program: Chef? The Zone? Add your guess
 Janus Program: Repurpose content and comment as to
what‘s coming (can be used in combo with Reveal)

55. LIVE EVENT PROGRAMS
 Daily ―Talk Soup‖ Program
 Recap/ Who‘s Who/ Indie Talk
 Best Tweet, Pic, Session, etc and vote
 Recognition Program
 VIP TweetChat
 AIBTM Star Power: social media star gift (badge, get together,
red carpet, signed book, etc)
 Awards: best board, social participation, answers to contest, etc
and place to announce/photo ops etc

56. POST-EVENT
 Social Recap
 Social Report on metrics
 Top Influencers
 Tweet Logs
 Archiving of outposts
 Call for virtual speakers
 Contest—vote on topics, experiences
 3-5 Discussion topics/areas needing more coverage
 AIBTM Star Awards badges
 AIBTM Hangouts, etc (F2F or local)

57. CONVERSATION ARCHITECTURE
Voice
OWL:
SMP:
BOOMERS
:
GEN X:
(Jason &
Jennifer)
PITA:
Content
Channels
Periodicity Engagement
/Influence
Programs
Metrics

58. TECHNOLOGY TO THE RESCUE!

59. MULTI-TOUCHPOINT
6 months before—live---6 months after
Rinse and repeat!

60. EVENT FOLLOW-UP OPPS
 Evaluations (mobile/paper/‖on the
street‖, Facebook, NPP)
 Tweet Chats
 Google+ Hangouts
 Blog posts or Storify
 LinkedIn
 YouTube
 Pinterest
 Webinars
 Email Newsletters

61. PUTTING IT ALL TOGETHER
STORIES OF MULTI-TOUCHPOINT EVENT MARKETING

62. ―AM I NORMAL?‖

63. FIRST TIME USER GROUP KEYS TO
SUCCESS
 Heavy pre-conference survey
 Deep understanding of audience that will attend
 Variety of formats
 Interactive
 Surprise Speakers & Activities
 Post-event webinar series
 White paper

64. NIUG INTERNATIONAL ANNUAL MEETING

65. ANNUAL MEETING KEYS TO SUCCESS
 Pre-event ―clue‖ dropping
 Registration questions to aid in matching at live event
 Post-event designation of their animal
 Built-in social media picture spots, etc
 Live party tied in props to aid in picture creation and
photo gallery formation post-event

66. MOXIE AWARDS GALA

67. MOXIE AWARDS GALA KEYS TO SUCCESS
 Move to content marketing strategy
 Automated event marketing newsletter
 Automation between event registration, badges & email
 Blue carpet awards to build hype pre-during and post
 Keep focus on the live event

68. SUMMARY
 Multi-Channel
 Multi-Touchpoint
 User-Centric

69. Thank you for participating!
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