Sales Velocity and Event Marketing-More Butts In Seats!

We Coach The Pros

Sandra FloresDirect:832-289-4465

[email protected]

facebook.com/wecoachthepros

@wecoachthepros

www.WeCoachThePros.com

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Events& Registrations

Offers& Promotions

Newsletters& Announcements

Feedback& Surveys

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Agenda

Types of events

Why run an event?

Event promotion

Online registration – why bother?

Post-event actions & follow-up (survey!)

Next steps

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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marketing

Types of events

At its core, marketing is abouteliciting a physical and measureable

response

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Pull registrations

Types of events

What are

campaigns?

Push invitations

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Types of events

Seminarsand lectures

Workshops and classes

Social and networking

Conferences

Fundraisers and galas

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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Why run one?

What’s your goal?

Raise money or drive purchases

Create engagement

Celebrate milestones

Reward loyalty

Grow your list

Educate

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Why run one?

To charge or not…

Don’t be afraid to charge for your event!

50.50%

29.00%

10.04%

0.01%

Date/timeconflict

LocationOther Cost

200,000 RSVPs x .01% = 20

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A note about engagement…

ENTICE to stay in touch

ENGAGE People

Engagement drives SOCIAL

VISIBILITY

Provide a “Wow!”EXPERIENCE

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Increase registration (3-4 weeks out)

Maximize attendance(2 weeks out to event date)

Save the date!Allow time for planning, booking travel, donations, etc…

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Leverage your newsletter

Feature event info on website

List your event publicly

Event directoriesEvents in AmericaLocal paperLocal event calendarsCo-marketing

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Promotion

Communication schedule

Increase registration (3-4 weeks out)

Social media posts & sharingFacebook events app

Invitations: paper and email

Registration formEvent homepage

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Promotion

Communication schedule

Maximize attendance(2 weeks out to event date)

Provide tickets or confirmation

Send email reminders

Reminder on event website or homepage

Updates and reminders on social media

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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Registration

Information all in one place

Easier.Available 24/7RSVPs and declinesPaymentsSell items, track donations

2250%Percentage of invitees(who received paper invites) that want to register online-- Direct Marketing Association

Registration

The more it’s used…

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Registration

Keep it simple: invitationThe subject line matters!

Event details

Logo or simple

graphics

Compelling message, why to attend

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Registration

No kitchen sinks (please!)

14Separate pieces of information requested

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Registration

Do they know it’s you?

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Registration

Keep it simple: registration page

Event details

Logo or simple

graphics Brief description of event

Event name

Simple form fields

Presentation Design Workshop

Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!

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Registration

1: What should you collect?

Demographics

Bringing guests?

Time/session requested

Event specific

information

Payment method

Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings, adjust staffing, add/remove options

Monitor meal options, clothing sizes/quantity, audience compositionPlan/adjust event finances

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Registration

2: What should you collect?

Demographics

Bringing guests?

Time/session requested

Event specific information

Payment method

Meals, giveaways (size for clothing, etc)

What school does your child attend?

Food allergies or restrictions

Emergency contact information

Any special needs

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Bad data outBad data in

Open-ended questions

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Good data out

Good data in

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Registration

You are the first test subject

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1

3 “It should only take you ___ minutes to complete your registration.”

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Registration

You have the information. Now what?

Social proof

2

1

3

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Registration

Extend the “proof”

Presentation Design Workshop

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Registration

Think beyond the event

Demographics

Bringing guests?

Time/session requested

Event specific

information

Payment method

Improve future event planningand marketing effortsBuild new customer/supporter relationshipsGrow your email list

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Registration

Payment & donation options matters

Online payment solutions

Check Credit card Cash

CheckCredit cardprocessors

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

The most important thingyou have to do after the event

Thank you.Say

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Post-event

Review statistics and data

Identify shows & no-shows

Review revenue or funds raised

Segment follow-up lists based on registration questions, activities participated in or behaviors

%

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Post-event

Collect pictures and videos

Post-event

Get feedback with a surveySatisfaction score

Number “very satisfied”

Number “somewhat satisfied”

Total responses

Post-event

Get feedback with a surveyKey insights

Event venue

Time / time of year

Food

Entertainment

Speaking program

Interests

Demographics

Newsletter sign-up

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

Make sure the host organization is very obvious, not just the logoPlace your logo left or center, use a text link

Checklist Invitations & Registration

Include date/time/location/topic

Sign-up link should be most obvious, if not ONLY option, and be above the scroll line

Don’t give details that distract from signup

Reconfirm their registration

Checklist Reminder Email

Note if there is a waitlist or the event is full

Describe check-in process, where to park, what to bring, emergency contact information…

This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.

Say “Thank you”!!

Checklist Follow-up email

Include at least one photo from the event!

Ask to participate in your survey

Ask attendees to post, tweet, comment about their experienceProvide links to your social media channelsProvide them with sample content – write out some tweets for them

Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.

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Next steps

Make it easy for them

1 2 3Look like you!Brand your communications.

Payment options matter. Provide more than one!

Timing matters…give enough time to plan ahead.

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