Event Marketing - Simple Strategies for Better Events by Howard Flint of Ghost Partner, inc.

© 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)

© 2014

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

© 2014

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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© 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

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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© 2014

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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© 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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© 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

© 2014

some final points:

something will go wrongaccept it and move on

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© 2014

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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