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THE NEW RULES OF EVENT MARKETING. KIERAN FLANAGAN & MARK WALKER
All lines are muted, use the chat panel for tech issues. Q&A at the end, tweet questions using #EventsRule Unanswered questions will be answered on Twitter after the webinar. Webinar recording and slides will be emailed to you tomorrow morning. House Keeping
Meet Your Experts Kieran Flanagan Marketing Director HubSpot, EMEA @searchbrat Mark Walker Content & Social Manager Eventbrite @EventbriteUK
Lets face it Events are so “in” right now! #EventsRule
We know, we surveyed a lot of event attendees We know, we surveyed a lot of event attendees. #EventsRule
#EventsRule “84% of attendees say attending events is an important part of their job” Source: HubSpot & Eventbrite Survey 2014
#EventsRule “With 79% going to events to learn.” Source: HubSpot & Eventbrite Survey 2014
So why are event organisers struggling to increase their attendance? #EventsRule
#EventsRule “65% of marketers have not been able to increase their event attendance rates from last year.” Source: HubSpot & Eventbrite Survey 2014
The State of Event Marketing, 2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule
We have some theories #EventsRule
based on a lot of data crunching! #EventsRule
Your Event Marketing needs an update! #EventsRule
Your new Events Marketing 1 Create your Event Personas Drive Registrants with Inbound Marketing 2 2 3 Optimise your Events Page 4 Create Engagement with Social Media #EventsRule
CREATE YOUR EVENT PERSONAS. #EventsRule
The best way to burn your events budget? #EventsRule
Have people in the room who are only interested in the coffee. #EventsRule
Create a clear goal for your event 1 Customer appreciation event? Lead generation event? 2 2 3 Brand awareness event? #EventsRule 4 Educational?
Then create an Event persona that maps to your target audience. #EventsRule
#EventsRule “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014
#EventsRule “47% of the event organisers we surveyed didn’t have a well-defined persona.” This can be your competitive advantage Source: HubSpot & Eventbrite Survey 2014
#EventsRule MARKETING MARY Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Goals: Support sales with collateral and leads Manage company communications Build awareness Challenges: Too much to do Not sure how to get there Marketing tool and channel mess Loves HubSpot because: Easy to use tools that make her life easier Learn inbound marketing best practices Easier reporting to sales and CEO
Use custom questions in registration forms. #EventsRule
Make sure the content at your event is going to be relevant to their goals. #EventsRule
DRIVE REGISTRANTS WITH INBOUND MARKETING. #EventsRule
Email doesn’t need to be your entire promotion plan. #EventsRule
Event organisers are usually sitting on a treasure chest of content. #EventsRule
#EventsRule You can use it to attract people towards your event.
#EventsRule Create videos with speakers to announce their sessions.
Or do something a little more creative that results in great content. #EventsRule
Interview your speakers and create blog posts from their answers. #EventsRule
Ask a speaker can you post a video from a previous talk of theirs. #EventsRule
Ask your speakers to blog about their session. #EventsRule
It doesn’t even need to be on their own blog. #EventsRule
#EventsRule Why not amplify that content? #EventsRule
Facebook News Feed Versus Right hand side ads #EventsRule
#EventsRule On Twitter you can target people who are “like” your speakers followers.
LinkedIn has really exact targeting but a high CPC. #EventsRule
We haven’t forgotten about email! #EventsRule
#EventsRule Personalisation based on industry List the benefits/what they get Clear CTA Make it easy to share on social Signed off by a real person
OPTIMISE YOUR EVENTS PAGE. #EventsRule
#EventsRule Once you’ve got them to the registration page, don’t lose them.
Make your event page stand out and optimise it with the right kind of information. #EventsRule
Even better, include video testimonials of past event attendees saying how awesome the event is! #EventsRule
CREATE ENGAGEMENT WITH SOCIAL MEDIA. #EventsRule
“61% of marketers find social media their most cost-effective channel for promoting events.” Source: HubSpot & Eventbrite Survey 2014 #EventsRule
Every share of an Eventbrite event is worth ?2.41 in incremental revenue for that event. #EventsRule Source: Eventbrite Report. Get the report here
Here is how you can get some of that revenue. #EventsRule
The hashtag is really important and should be short, snappy, and relevant. #EventsRule
Use the hashtag for all relevant content being used to promote the event. #EventsRule
Provide a social promotion pack (lazy tweet, images) for your speakers to promote. #EventsRule
#EventsRule Include the hashtag on all speaker decks. Then add all presenter decks to SlideShare after the event with the hashtag.
Add social streams to your event page to show people talking about your event. #EventsRule
#EventsRule Integrate social media into your registration process (share on sign up)
Your new Events Playbook 1 Create your Event Personas Drive Registrants with Inbound Marketing 2 2 3 Optimise your Events Page 4 Create Engagement with Social Media #EventsRule