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simple strategies for better event marketing

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April Heavens- Woodcock

Chief Buzz Officer

Touching Clients

Authorized Local Expert with Constant Contact

awoodcock@touchingclients

facebook.com/touchingclients.com

twitter: @touchingclients

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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

• the real power of event marketing

• get them to…

– sign up

– speak up

– show up

• make sure you

follow up

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE

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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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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

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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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encourage them to SPEAK UPpre- and post-event surveys

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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

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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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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!

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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

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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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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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© 2013#EventSpot

Q & A

toll-free:855-261-1978

want more help?

CALL A COACH

[email protected]

facebook.com/dnations

twitter: @dnations

(AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!)

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work flow – example with Event Homepage

invitation

registration

homepage

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