Optimizing Business Events
with Influence Marketing
Copyright © 2013 Appinions. All rights reserved.
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In this eBook
• Event Marketing Defined
• Offline and Online Events
• The Role of Event Marketing in the Marketing Arsenal
• Influence Marketing and Event Optimization
• Event Marketing and Trust Points™
• Why Influence Marketing for Event Hosts and Sponsors
• Pre-event, During, and Post-event Actions for Event Hosts Using
Influence Marketing
• Pre-event, During, and Post-event Actions for Event Sponsors Using
Influence Marketing
• Use Cases:
– Influence Marketing to Help Determine Influential Speakers
– Influence Marketing to Help Enhance Corporate Reputation
Copyright © 2013 Appinions. All rights reserved.
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Event marketing, defined
“ Satisfaction is the price of entry, and the real stakes
are how effectively the experience moves the
audience to act on the event's objectives.”
– David Rich
• Event marketing is defined as “the practice of promoting the interests
of an organization and its brands by associating the organization with
a specific activity.”
Sources:
The impact of event marketing on brand equity.
International Journal of Advertising Date: May 1, 2013
Copyright © 2013 Appinions. All rights reserved.
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Events are offline or online
• Offline or online, each event type has its place in most corporate
marketing programs.
Offline/in-person:
• Conventions and
expositions
Online:
• Live streaming events
• Workshops and trainings
• Social media-driven events
(Twitter or Facebook chats,
Google+ hangouts)
• Media events
• Webinars
• Corporate-owned events
Events can elevate thought leaders, build media and analyst relations,
promote partners and generate leads.
Copyright © 2013 Appinions. All rights reserved.
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Event marketing is a huge part of the
marketing arsenal
• $108 billion is spent per year in
just the production of events in the
US, which makes events a bigger
industry overall than even the US
automotive industry.
• Event marketing is at #2 in the
overall marketing spend, just
behind advertising.
Sources:
The impact of event marketing on brand equity.
International Journal of Advertising Date: May 1, 2013
PriceWaterhouseCoopers
Copyright © 2013 Appinions. All rights reserved.
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Influence marketing elements are key ROI
measures for event marketers
• Three of the top five
metrics used by event
marketers could be
impacted via successful
influence marketing.
• Influencer engagement
with an event can
contribute to media
exposure, brand
awareness and
attitudes towards
the brand.
Source: http://www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives
Copyright © 2013 Appinions. All rights reserved.
66

Influence marketing can enhance and improve
events along nearly every step of the process
• Events built on influence analytics provide a more informed and
efficient way to create events that consistently resonate.
• Achieve corporate, marketing and media objectives at each
stage of event marketing planning for both the event host and
event sponsor by leveraging communications objectives:
– Matching messages and experiences to audiences
– Integrating messages into multiple media
– Determining which media format is best for different stages in the
cycle: pre-event, during event and post event
• Influencer amplification extends the range of the event from a
specific point in time to having life and energy before, during
and after the event.
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Influence marketing-optimized events deliver
additional trust points™ for the customer
• When influence marketing and events intersect, customers
develop deeper connections with the event – and the company
or sponsor behind it.
• Influence marketing helps companies and influencers create
pre-event, event and post-event trust points.
Our Marketing through Trust eBook describes the impact of trust points™
on a buyer as they move through the purchasing journey.
Copyright © 2013 Appinions. All rights reserved.
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How can event hosts and sponsors benefit from
using influence marketing for events?
• Corporate objectives
– Increase public awareness
– Promote corporate image
– Involve greater corporate/influencer community
• Marketing objectives
–
–
–
–
Generate brand awareness
Reach target markets
Enhance attitude towards brand
Increase sales
• Media objectives
– Increase media exposure
– Generate publicity and counter negative publicity
– Enhance ad campaigns
• Personal objectives
– Support management interests
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Pre-event influence marketing
actions include:
• Identifying and cultivating relationships with the best possible
speakers for your topics
• Inviting attendees (executives, industry pundits, media) who
will engage with and amplify your content
• Identifying and informing the most valuable themes to define
your event agenda
• Identifying potential competition in the market place
• Analyzing event issues and problems
• Generating alternative solutions
• Predicting event outcomes
• Generating event and brand awareness via influencers
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During event influence marketing
activities include:
• Further generating and nurturing leads
• Engaging with prospects and existing customers
• Working with influencers to amplify content beyond the event
audience
• Generating media exposure via influencer content
• Engaging attendees via social media messaging: tweets,
hashtags, LinkedIn groups, mobile apps
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Post-event influence marketing
activities include:
• Sending surveys to influential attendees to gauge an event's
success
• Publishing articles, provide wrap-ups about event to
stakeholders—attendees, sponsors and speakers
• Asking attendees and influencers to continue to share relevant
content from the event
• Generating media exposure via influencer content
• Promoting highlights from influencers
• Thanking influencers
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Pre-event influence marketing
activities include:
• Identifying events to sponsor which will generate the most
interest from influencers
• Developing content for the sponsorship and event based on
influencer interests and input
Source: Building and Attracting Event Sponsors http://www.activenetwork.com.au/event-management-resources/articles/how-to-get-sponsors-for-an-event.htm
Copyright © 2013 Appinions. All rights reserved.
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During event influence marketing
activities include:
• On-site sampling to influencers
• Influencer meetings at event
• Booth or table content driven by influencer interests
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Post-event influence marketing
activities include:
• Promoting highlights from influencers to sponsor community
• Working with influencers to enhance buzz on social media
• Prioritize leads based on influence of attendees
Copyright © 2013 Appinions. All rights reserved.
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In summary: Influence marketing is valuable for
event hosts and sponsors
• Helps determine the right people to attract to your event who
have demonstrated influence in the space
– Research via search engines, social networking platforms,
monitoring tools, Appinions Events Optimization module
– Build brand recognition with these influencers
– Maximize lead generation
• Hones in on the most resonant topics to make the event relevant
• Extends brand reach beyond the event
– Participants, speakers, event staff, hosts and sponsors
amplify content
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Use Case: Events & Influence Marketing
Influence marketing to help determine
influential speakers
• As part of Xerox's successful and award winning healthcare campaign,
the company partnered with a very credible industry influencer at a highprofile healthcare event.
• Through an integrated marketing effort which included thought
leadership with this respected influencer, Xerox was able to advance its
position in the healthcare industry.
• The combination of engaging social conversations and onsite marketing
resulted in a top-trending hashtag during the event and a significant
increase in traffic to its content site Healthbizdecoded.com.
• Xerox credits thinking through the lens of influence and insightful
analytic as the catalyst for elevating awareness for its healthcare
business.
• To learn more about this example, and the greater healthcare campaign,
visit HealthBiz Decoded
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Use Case: Events & Influence Marketing
Influence marketing to help enhance
corporate reputation
• The Red Consultancy, an international PR agency, wanted to reinvigorate
conversations with existing clients and create a platform to initiate captivating
conversations with prospects.
• Rather than employ traditional sales strategies, Red used influence marketing
to hand pick influential panelists and attendees to host for an owned event.
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• The combination of a captive, curated audience and influence-based, unique
content on the wearable technology industry allowed Red to reestablish areas
of thought leadership with current clients and secure new business leads.
Present
Wearable Devices
Influence Study
October 2013
Copyright © 2013 Appinions. All rights reserved.
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To learn more about our
Events Optimization module,
click here for more information and
our video overview.
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