Mais conteúdo relacionado Mais de Constant Contact Event Marketing (15) Make your event a hit! Marketing tips for a successful turnout.2. Agenda
Making the most of your event
Promote & Communicate
Engage with attendees
Measure your success
Worksheets
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Copyright © 2011 Constant Contact, Inc.
4. Making the most of your event
Ease the burden of event management by going online!
Keep registration open, even when you’re not.
Offline management: Online management:
Time consuming manual list Easily manage all information
management online
Less efficient registration Self-serve 24/7 online
methods registration
Cumbersome spreadsheet Efficient tracking and reporting
tracking and reporting
Custom registration=
Guessing what is wanted Information you need and want
from the event
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5. Making the most of your event
Want specifics to be the “Event of the Season”? – take 2-minutes to ask!
Learn what your attendees desire:
What events of ours have you attended in the past?
Include a do you attend events?
Why link to a
survey in your
regular email. of events interest you?
What types
What social media networks do you use?
Ask the uncomfortable question about a previous event:
“What didn’t you like about our last event?”
Things to keep in mind: An event invitation and website provide all
Time of Day
What is ideal?
the information needed for attendee to
Location understand the value of the event and
Traffic? successfully attend.
Adequate parking?
Driving directions?
WIFI provided?
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6. Event success
Countax
Their challenges:
Attendees had to call or fax RSVP
Inaccurate information on name badges
Confusion over event time and location
With Event Marketing their results:
“It saved us hours and hours of work. We still
took some registrations over the phone, but
simply typed them straight into the online
sign-up form – then and there…and then
being able to display the directions to the
venue was a great help.” -Jef
O’Riley, Marketing Manager, Countax
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8. Are you promoting to the right people?
Who do you want to come?
Create an “ideal” attendee profile:
People new and/or familiar with you?
What makes them the same / different?
Influence in networks (local and social)?
Where are they finding out about events?
Online?
Offline?
Advertising?
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9. Event experience starts with your invitation
A professional looking invite encourages registration and attendance
Advertising on an
invitation is not
professional looking.
•Ad free
invites, registrat
ion and
homepage
•Over 140
themes
•Customizable 9
Copyright © 2011 Constant Contact, Inc.
10. Foundation from those who know you
Get their attention with customizable email invites
Brand is important; show your personality
-79% of respondents said they hit the "report
spam" button when they don't know who the
sender is.
-Email Sender and Provider Coalition
UseSubject Lines and headlines that get you
opened
Personalize message to recipient –the same
invite does not need to go to everyone on your
list
56% of consumers consider marketing
messages from known senders to be
Spam if the message is “just not
interesting to me.” -Q Interactive
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11. Good Invitations cause interest and action
Do your invites do more than ask
people to come?
Must have shareworthy content:
– Provide information about why they should attend
– List activities to improve attendance:
Topics
Lessons
Speakers
– Engage with video
– Add list of upcoming events
Today, 71% of the U.S. online audience watches
video on the internet, and the number of
streams consumed should more than double
by 2013. – Forrester Research
Video in email can increase click-through rates by
as much as three-hundred percent.
– Forrester Research
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Copyright © 2011 Constant Contact, Inc.
12. Success with Event Invitations
Business Victories
Their challenge:
Promoting weekly teleseminars which
educate customers and prospects
Boosting teleseminar attendance
"We've seen registration go up 30% to
With Event Marketing their results:
40%, and it's consistently growing
each week, undoubtedly because
we've started using Event Marketing.“-
Cheri Ruskus, Business Victories
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Copyright © 2011 Constant Contact, Inc.
13. 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
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Copyright © 2011 Constant Contact, Inc.
14. 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
Track which readers are
interested in what events
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Copyright © 2011 Constant Contact, Inc.
15. Leverage Social Media for your invite
Expand the reach of your invitation
through Social Media
Use Simple Share to promote
the event on Facebook, Twitter,
and LinkedIn at the same time!
■ Customize the message for
each site
■ Include an image (optional)
■ Easily share to all your
Facebook, Twitter, and
LinkedIn profiles
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Copyright © 2011 Constant Contact, Inc.
16. 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 16
Copyright © 2011 Constant Contact, Inc.
17. 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:
Industry
Topic
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Copyright © 2011 Constant Contact, Inc.
18. 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
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19. 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, locati
on
■ Create an event hashtag to
encourage conversation about
the event
■ The hashtag is automatically
featured in event
communications
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Copyright © 2011 Constant Contact, Inc.
20. 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.
Use shareworthy content.
“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
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Copyright © 2011 Constant Contact, Inc.
21. Get your event details 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
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Copyright © 2011 Constant Contact, Inc.
23. Step 1: Registration
Where, When, and How do I Pay?
Track and see the details registrants provide:
One location online for all registrants to register
They provide information needed to attend
Attendees register when and how they want
Registration payment made online
Online registration
helps save time,
decrease errors
and all information
stored securely and
reviewable by event
manager.
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Copyright © 2011 Constant Contact, Inc.
24. How registration engages
FlavaFitness Studio
Their challenge:
Difficult to get a proper headcount
Provide adequate event information
Collecting payment from registrants
With Event Marketing their results:
“There’s been time saved: hours in
obtaining registration information and
hours in collecting payments. I would
have to say in total, using Event
marketing has saved me two work days
at least.”– Jeni Jones, FlavaFitness
Studio
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Copyright © 2011 Constant Contact, Inc.
25. 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
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Copyright © 2011 Constant Contact, Inc.
26. Step 2: Acknowledge and Communicate
Reminder email
Reminder communications
increase attendance
Include:
Show countdown until event
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
Include a link to a pre-event survey or
poll, then near event start date or at
start of event review results
Make it easy to share with “Forward to
friend” link and Social Share button
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Copyright © 2011 Constant Contact, Inc.
27. Step 3: During the Event
Android iPhone
Easy attendance Tracking on your mobile phone!
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Copyright © 2011 Constant Contact, Inc.
28. Step 3: During the Event
Using Facebook during the
event:
Use live updates to mention
booth contests, fun activities and
share pictures
In each post, share any links or
materials of the guest speakers
Include pictures of any guest
speakers or attendees. Ask
attendees to “tag” themselves in
photos
Encourage attendees to share or
comment during the event on
Facebook via mobile
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Copyright © 2011 Constant Contact, Inc.
29. Step 3: During the Event
Using Twitter during the event
Use #hashtag for the event
Encourage attendees to tweet about
what they are experiencing during the
event – use event #hashtag
– People who are interested but not there
can follow theTwitter feed.
Encourage attendees to post photos
and videos from mobile devices to
Twitter with tools like Twitpic
Twitter has 165 Million Users –
50% of them use Twitter
Mobile. –Mashable.com, “Mobile
by the Numbers”
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Copyright © 2011 Constant Contact, Inc.
30. Leverage mobile marketing
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
Wonder what is behind this QR Code?
How do I build? -http://bit.ly/
Add- .qr at end of shorten url
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Copyright © 2011 Constant Contact, Inc.
31. Mobile + Events = Success
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
Ask attendees to leave a review of the
event on Yelp.
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Copyright © 2011 Constant Contact, Inc.
33. Post Event Email and Homepage
Post event email and homepage
Thank attendees
Include link to post-event survey
Give participants a way to stay
connected through the “Join Our
Mailing List” link or social media
sites
Send follow up email and update
Post quotes from attendees homepage for post event information
Provide contact information for the
individual who can answer
questions
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Copyright © 2011 Constant Contact, Inc.
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?”
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Copyright © 2011 Constant Contact, Inc.
35. 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
How do you know if your invites did
Use the information they have
their job?
shared to personalize your future
communications Is the message being shared?
Segment:
– Details such as who paid,
how they paid, demographic,
geographic, etc.
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Copyright © 2011 Constant Contact, Inc.
36. 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
Social Media networks
Analyze data collected via Feedback in surveys
reports and survey
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Copyright © 2011 Constant Contact, Inc.
37. 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
Follow Event Marketing on Facebook and Twitter:
http://on.fb.me/EvMFB on Facebook
http://bit.ly/EvMTw on Twitter
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Copyright © 2011 Constant Contact, Inc.
38. QUESTIONS?
Copyright © 2011 Constant Contact, Inc. 38
39. 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
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Copyright © 2011 Constant Contact, Inc.
40. 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
• • • • • •
• • • • • •
• • • • • •
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Copyright © 2011 Constant Contact, Inc.
41. 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
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• Leave a “Tip” or “To Do”
Copyright © 2011 Constant Contact, Inc.
42. 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!
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Notas do Editor Evite vs. Constant Contact