Event Marketing - Simple Strategies for Better Events by Howard Flint of Ghost Partner, inc.
Post on 19-May-2015
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© 2014
simple strategies for better event marketing
© 20143
© 2014
today’s agenda • the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
• the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
© 20145
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
© 20146
© 20147
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
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reach past your own list
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© 2014
today’s agenda • the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
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the invitation• paper vs. email?• simple graphics• include ALL the basics• write a compelling
message• anticipate questions• be recognizable
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the subject line matters!
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make sure the host organization is very obvious, not just the logo
offer date/time/location/topic
sign-up link should be most obvious, if not ONLY option, and be above the scroll line
place left or center, not right use a text link
don’t give details that distract from signup
{checklist} INVITATION
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WHO should you invite?
WHAT does success look like?How will you measure it?
WHERE will you post event info online?
WHEN should you time your announcements and invites?
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if you HAVE an event webpage…
include all basic event
info
integrate social media
focus on registrations
different events?make it easy to tell
multiple events apart
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if you DON’T HAVE anevent webpage
use online registration
offer printable registration
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shameless plug
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event home page event invitation
event registration
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registration pointers• collect attendee data• do not ask too many questions • if you charge a fee, try to collect on the spot• make sure a confirmation email goes out ASAP
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today’s agenda • the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
© 2014
encourage them to SPEAK UP• drive pre-event build-up and promotion• make it easy to share and forward info• encourage activity during the event…• don’t forget post-event…
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encourage them to SPEAK UPpre- and post-event surveys
• ask what they want and expect• listen and respond • announce changes • ask immediately and offer incentives to get it
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© 2014
encourage them to SPEAK UPpre- and post-event surveys
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© 2014
today’s agenda • the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
© 2014
get them to SHOW UP• what is attrition?• how do I avoid it?• so, what do I do?
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send a reminder email
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use a first name again
reconfirm their registration
if there is a waitlist or the event is full, say so
before 10am, send the day before; after 10am, send the SAME DAY
describe check-in process, where to park, what to bring, emergency contact…
Send a long email (this is the only time I will say this!)
{checklist} REMINDER EMAIL
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two simple strategies for growth
1. start with smaller venues & and sell out
2. do not post two of the same event at once
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© 2014
two simple strategies for growth
1. start with smaller venues & and sell out
2. do not post two of the same event at once
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PLEASE NOTE:
This is not about tricking people.
Under-promise and over-
deliver…to yourself!
© 2014
today’s agenda • the real power of event marketing
• get them to…
– sign up
– speak up
– show up
• make sure you
follow up
© 201427
use a first name again include at least one photo from the event! provide incentive to participate in a survey ask people to post, tweet, comment about their
experience… provide them with sample content! network and regroup on your page! emphasize the call to action – why did you have the
event?
{checklist} FOLLOW-UP
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some final points:
something will go wrongaccept it and move on
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some final points:you can do this!keep it simple!
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© 2014
some final points:help is available• free classes and webinars
www.constantcontact.com/learning-center
www.constantcontact.com/local-learning
• Constant Contact blogblogs.constantcontact.com
• local partners who love helping small businessesmarketplace.constantcontact.com/
ServicesSearch
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© 2014#EventSpot
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