Jill Bastian, jbastian@verticalresponse.comQuestions
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This document provides information about using events to promote a business or organization. It discusses what events are, why one should host an event, examples of event pages, the importance of social media for events, and resources for event marketing. Key points include that events allow online ticket and donation sales, promotion through social media, and sponsorship opportunities. Statistics show that events can gain new customers and increase future purchases. The document also demonstrates an event management timeline and communication plan.
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Jill Bastian, jbastian@verticalresponse.comQuestions
- 1. Get Ready for Spring Events Joe Fazio Jill Bastian Givezooks! VerticalResponse @jillieb3
- 2. Agenda • What are Events • Why should I host an event? • Examples of Event pages • Social media and events • Resources • Q&A
- 3. Events: • Easy to create and publish online in minutes • Create, send and track email invitations and reminders • Online ticket sales (on your website and Facebook) • Solicit donations from ticket buyers • Solicit donations from those who can not attend • Promote through Facebook and Twitter • Sponsorships (and recognize sponsors)
- 4. Why Hold an Event? • Gain new customers • Interested audience • Customer interaction
- 5. How Effective are Events? Stats from Tellallmarketing.com and Televerde
- 6. Events 58% percent of the consumers purchased 86% said they then became a regular customer. 57% percent of the females that responded to the survey said they purchased again after the first time compared to 47% of the males. EMI Mosaic Eventrack
- 12. Donations
- 20. Get Sponsors
- 21. How important is social media for events?
- 22. 60% of people share on social media AFTER they’ve registered. From Social Media for Nonprofits presentation
- 23. 1 Facebook Share generates $2.52 in future sales and 11 page views From Social Media for Nonprofits presentation
- 24. Social Media Tips • Share on all your social networks • Use our Facebook event sharing tool • Post regularly about the event: Special guests who will be there Sponsors Photos • Create a hashtag for your event
- 28. Don’t Forget to Share
- 29. Demo
- 30. Just a few more things…
- 31. Establish an Event Timeline & Communication Plan T- T-Minus Minus Event 2 Months 1 Day Month Send Invites Create Event Facebook App Send Send Solicit Sponsors Website Reminders Thank Yous Widget email email email email email email email Reminder Sponsors Save the Invites Thanks! s Date Blog Post Blog Post website Twee Twee Twee Twee Twee Twee t t t t t t App Post Post Post Post Post
- 32. Pricing Pricing •Sign-up: FREE •Create Events: FREE •One flat rate per month based on number of events •All transactions take place through PayPal. These fees are in addition to any fees PayPal may charge for credit card processing.
- 33. Benefits Benefits • Sell more Tickets Reach a wider audience by promoting your event online • Sell more Sponsorships By providing your sponsors with recognition on your event page, invites and reminders • For Nonprofits - Garner more Donations By soliciting non-attendees as well as ticket buyers • Make your life easier Focus on your actual event, and let VerticalResponse handle the ticket sales • Reduce costs & be green! Eliminate direct mail
- 34. Resources HelpSite: help.verticalresponse.com VR Blog: blog.verticalresponse.com Guides: www.verticalresponse.com/marketing-resources/ • Event Marketing for Your Business • Events 101: Attending, Sponsoring & Hosting Events
Notas do Editor
- Joe Fazio is a 20 year veteran of the computer software industry. Joe has held several senior level positions in the software industry, and has co-founded two different software companies. Joe is currently a co-founder at givezooks!, where he is responsible for product strategy.
- Track event performance through the event dashboardTicket buyers and donors receive custom confirmation emails
- ExposureHosting an event is a great opportunity for your business to gain exposure, especially to local potential customers. Because your company’s name will be associated with the event when you host, you can promote your business and market to your audience without overtly selling. The better the event you host, the more your company will be remembered.Interested AudienceWhen people attend events, it is because they are interested in the event itself. This is especially true if they have to pay a fee to participate. Surprisingly, paying for attendance does not deter people. In some cases, a paid event has an air of exclusivity, as if the activities and workshops are premium experiences that they would not be able to get for free. Guests who are willing to pay the price to attend an event often anticipate that their experience will be valuable or, at the very least, they are interested and curious about what you have to offer.Since attendance is purely by choice, you know that participants are willing to hear or see your message. Brute force selling, on the other hand, is often unwanted and unwelcomeBetter Customer InteractionThere is something that makes events marketing different from other forms of marketing. According to Karen Hartline, event manager of Mashable, “There’s something different about meeting face-to-face and having a conversation that’s not delayed or happening through Facebook messages or limited to 140 characters”.This is true because suddenly you are surrounded by potential customers in such a short period of time and you have the opportunity to make a good impression on them at such close proximity.You have the opportunity to mingle with customers and, in return, they can walk up to you and ask questions. You can really market to them directly. You can’t really do this with other traditional marketing tools such as TV, radio, print media and other forms of advertising, can you?With events hosting, you can establish a relationship with customers on a more personal level. They get to see, touch, smell, or taste your products, and see the face behind the business.
- Televerde reports that the “biggest disparities when comparing lead quantity to quality within the same activity is found with email campaigns with a 19% delta of quantity over quality, websites/blogs with a 19% delta, webinars with a 14% delta, and natural SEO with an 11% delta.”Marketers were asked to identify the top sources of their leads in terms of the quality and quantity they generate. The results:
- Fifty-eight percent of the consumers said they purchased the product or service after the event at a later date, and a significant 86% said they then became a regular customer. Those under 25 are the most likely to purchase at a later time. Fifty-seven percent of the females that responded to the survey said they purchased again after the first time compared to 47% of the males. Those in the 36 to 45 age range were the most likely to purchase again.
- Ticket options – Set up price, set up number remaining, if you like. Fundraiser for a specific organization – in this case The Salvation Army
- This event has a certain number of tickets available for the golf teams, and you can see the number remaining at the top. But they offer a variety of options for sponsors and non-golfers, so you’ll notice there are no numbers there. Plus, the ticket options allow you to add addition info about what the tickets or sponsor ships include, as you can see by the blue arrow.
- We saw earlier that there is a feature to limit the number of tickets available, and you can see what happens when the tickets sell out – there are no numbers, it just says Sold out, plus, the quantity button is now grayed out. You also have the option to set a time limit for ticket availability And at the bottom we can see the gold sponsorship is sold out, but you can still see the details about that level, or ticket, in case some become available, or to keep in mind for next year.
- An account set up as a NPO will have the option to add a donation box to the event page. Great for people who can’t attend the event but want to contribute.
- This is the same button, but for this organization they decided to use it as a way to build up a scholarship fund for the kids youth group.
- An account that’s not a Non-profit but still allowing people to donate for a cause.
- Guest list
- This was added to their website, along with the button to purchase tickets.
- 60% of people share on social media AFTER they’ve registered – they are committed so want others to join
- 60% of people share on social media AFTER they’ve registered – they are committed so want others to join
- Publicize hashtag early to get buzz. Remind attendees during event that they can tweet with the hashtag4square check inBlog!Pinterest – share graphics, pictures, etc.
- Hearts on Fire building fundraiser
- On their FB timeline
- Using the Events integration for Facebook