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THE NEW RULES OF EVENT MARKETING.

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THE NEW RULES OF EVENT MARKETING. KIERAN FLANAGAN & MARK WALKER


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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


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Meet Your Experts Kieran Flanagan Marketing Director HubSpot, EMEA @searchbrat Mark Walker Content & Social Manager Eventbrite @EventbriteUK


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Lets face it Events are so “in” right now! #EventsRule


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We know, we surveyed a lot of event attendees We know, we surveyed a lot of event attendees. #EventsRule


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#EventsRule “84% of attendees say attending events is an important part of their job” Source: HubSpot & Eventbrite Survey 2014


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#EventsRule “With 79% going to events to learn.” Source: HubSpot & Eventbrite Survey 2014


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So why are event organisers struggling to increase their attendance? #EventsRule


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#EventsRule “65% of marketers have not been able to increase their event attendance rates from last year.” Source: HubSpot & Eventbrite Survey 2014


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The State of Event Marketing, 2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule


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We have some theories #EventsRule


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based on a lot of data crunching! #EventsRule


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Your Event Marketing needs an update! #EventsRule


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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


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CREATE YOUR EVENT PERSONAS. #EventsRule


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The best way to burn your events budget? #EventsRule


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Have people in the room who are only interested in the coffee. #EventsRule


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Create a clear goal for your event 1 Customer appreciation event? Lead generation event? 2 2 3 Brand awareness event? #EventsRule 4 Educational?


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Then create an Event persona that maps to your target audience. #EventsRule


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#EventsRule “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014


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#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


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#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


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Use custom questions in registration forms. #EventsRule


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Make sure the content at your event is going to be relevant to their goals. #EventsRule


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DRIVE REGISTRANTS WITH INBOUND MARKETING. #EventsRule


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Email doesn’t need to be your entire promotion plan. #EventsRule


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Event organisers are usually sitting on a treasure chest of content. #EventsRule


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#EventsRule You can use it to attract people towards your event.


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#EventsRule Create videos with speakers to announce their sessions.


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Or do something a little more creative that results in great content. #EventsRule


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Interview your speakers and create blog posts from their answers. #EventsRule


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Ask a speaker can you post a video from a previous talk of theirs. #EventsRule


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Ask your speakers to blog about their session. #EventsRule


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It doesn’t even need to be on their own blog. #EventsRule


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#EventsRule Why not amplify that content? #EventsRule


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Facebook News Feed Versus Right hand side ads #EventsRule


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#EventsRule On Twitter you can target people who are “like” your speakers followers.


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LinkedIn has really exact targeting but a high CPC. #EventsRule


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We haven’t forgotten about email! #EventsRule


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#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


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OPTIMISE YOUR EVENTS PAGE. #EventsRule


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#EventsRule Once you’ve got them to the registration page, don’t lose them.


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Make your event page stand out and optimise it with the right kind of information. #EventsRule


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Even better, include video testimonials of past event attendees saying how awesome the event is! #EventsRule


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CREATE ENGAGEMENT WITH SOCIAL MEDIA. #EventsRule


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“61% of marketers find social media their most cost-effective channel for promoting events.” Source: HubSpot & Eventbrite Survey 2014 #EventsRule


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Every share of an Eventbrite event is worth ?2.41 in incremental revenue for that event. #EventsRule Source: Eventbrite Report. Get the report here


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Here is how you can get some of that revenue. #EventsRule


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The hashtag is really important and should be short, snappy, and relevant. #EventsRule


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Use the hashtag for all relevant content being used to promote the event. #EventsRule


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Provide a social promotion pack (lazy tweet, images) for your speakers to promote. #EventsRule


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#EventsRule Include the hashtag on all speaker decks. Then add all presenter decks to SlideShare after the event with the hashtag.


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Add social streams to your event page to show people talking about your event. #EventsRule


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#EventsRule Integrate social media into your registration process (share on sign up)


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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


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QUESTIONS? #EventsRule


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THANK YOU.


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