[webinar] event marketing like a boss: the must-know secrets to success
TRANSCRIPT
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“Fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers.” - Hubspot
Know Your Audience
• Age
• Education
• Comfort with technology
• Job level
• Personal aspirations
• Favored media outlets
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“Before you can have a shareof market, you must have ashare of mind.”- Leo Burnett
Paid Advertising
• Google PPC Ads/Bing
• YouTube
• Media Placements
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Choosing A Channel
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Retargeting Ads
CMO Magazine suggests that implementing retargeting ads can increase conversion rates (think ticket sales) by 50-60%
Helpful Tools:• On-page registration system
• AdRoll | Retargeter | Chango | AdWords
• Basic ability to edit HTML code
Just like crafting a unique event brand, content marketing is important because it uses the event identity to build trust
between the event organizer and potential attendees.
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Content Marketing
01
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-de-
fined audience - and, ultimately, to drive profitable customer action.”
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What is Content Marketing?
01Content marketing bridges the gap between branding and other forms of marketing used to generate buzz surrounding an event
by providing helpful and shareable marketing assets:
Write aGuest post
ShareVideos
Create An Event Blog
SharePhotos
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Advocacy marketing harnesses the power of those already associated with a brand, and
encourages those people to reach out to their contacts.
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Advocacy Marketing
01
Ask event speakers to:
• Promote your event on their social media profiles
• Participate in an event promotion competition
• Engage with potential attendees before the event
• Interact with actual attendees during the
event
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Harness The Influence Of Your Speakers
• Turn attendees into event evangelists with a proven “hack”
• As seen in: Uber, Dropbox & Airbnb
• Thousands in extra revenue
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Double Sided Referrals`
01
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Networking communities associated with an event or conference have the power to lengthen the life of the event, while
acting as a valuable marketing tool.
Create A Community
01
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• Collect feedback
• Build relationships
• Educate Attendees
The Power Of Community Building