webinar: the new rules of event marketing - sept 2014
DESCRIPTION
In 2013, Eventbrite processed one billion dollars from one million events across 187 countries. They know all about the good, the bad, and the ugly when it comes to event marketing. In this webinar we covered how to: - Drive registrations with content - Optimise the registration process - Use social to increase engagement - Generate awareness post-eventTRANSCRIPT
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THE NEW RULES OF EVENT MARKETING.
KIERAN FLANAGAN & MARK WALKER
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1All lines are muted, use the chat panel for tech issues.
2 Q&A at the end, tweet questions using #EventsRule
3Unanswered questions will be answered on Twitter
after the webinar.
4Webinar recording and slides will be emailed to you
tomorrow morning.
House Keeping
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Meet Your Experts
Kieran Flanagan
Marketing DirectorHubSpot, EMEA
@searchbrat
Mark WalkerContent & Social Manager
Eventbrite
@EventbriteUK
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Lets face itEvents are so “in” right now!
#EventsRule
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We know, we surveyed a lot
of event attendees
We know, we surveyed a lot of event attendees.
#EventsRule
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#EventsRule
“84% of attendees say attending events is an
important part of their job”
Source: HubSpot & Eventbrite Survey 2014
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#EventsRule
“With 79% going to events to learn.”
Source: HubSpot & Eventbrite Survey 2014
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So why are event
organisers struggling to increase their attendance?
#EventsRule
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#EventsRule
“65% of marketers have not been able to increase their event attendance rates from last year.”
Source: HubSpot & Eventbrite Survey 2014
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The State of
Event Marketing, 2014.
Download
http://offers.hubspot.com/the-state-of-event-marketing
#EventsRule
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We have some theories
#EventsRule
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based on a lot of data crunching!
#EventsRule
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Your Event Marketing needs an update!
#EventsRule
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Your new Events Marketing
1 Create your Event Personas
Drive Registrants with Inbound Marketing223 Optimise your Events Page
4 Create Engagement with Social Media
#EventsRule
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CREATE YOUR EVENT PERSONAS.
#EventsRule
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The best way to burn your events budget?
#EventsRule
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Have people in the room who are only interested in the coffee.
#EventsRule
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Create a clear goal for your event
1 Customer appreciation event?
Lead generation event?223 Brand awareness event?
#EventsRule
4 Educational?
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Then create an Event persona that maps to your target audience.
#EventsRule
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#EventsRule
“47% of the event organisers we surveyed didn’t have a well-defined persona.”
Source: HubSpot & Eventbrite Survey 2014
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#EventsRule
“47% of the event organisers we surveyed didn’t have a well-defined persona.”
This can be your
competitive
advantage
Source: HubSpot & Eventbrite Survey 2014
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#EventsRule
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices• Easier reporting to sales and CEO
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Use custom questions in registration forms.
#EventsRule
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Make sure the content at your event is going to be relevant to their goals.
#EventsRule
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DRIVE REGISTRANTS WITH INBOUND MARKETING.
#EventsRule
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Email doesn’t need to be your entire promotion plan.
#EventsRule
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Event organisers are usually sitting on a treasure chest of content.
#EventsRule
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#EventsRule
You can use it to attract people towards your event.
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#EventsRule
Create videos with speakers to announce their sessions.
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Or do something a little more creative that results in great content.
#EventsRule
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Interview your speakers and create blog posts from their answers.
#EventsRule
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Ask a speaker can you post a video from a previous talk of theirs.
#EventsRule
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Ask your speakers to blog about their session.
#EventsRule
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It doesn’t even need to be on their own blog.
#EventsRule
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#EventsRule
Why not amplify that content?
#EventsRule
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Facebook News Feed Versus Right hand side ads
#EventsRule
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#EventsRule
On Twitter you can target people who are “like” your speakers followers.
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LinkedIn has really exact targeting but a high CPC.
#EventsRule
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We haven’t forgotten about email!
#EventsRule
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#EventsRule
Personalisation based on industry
List the benefits/what they get
Clear CTA
Make it easy to share on social
Signed off by a real person
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OPTIMISE YOUR EVENTS PAGE.
#EventsRule
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#EventsRule
Once you’ve got them to the registration page, don’t lose them.
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Make your event page stand out and optimise it with the right kind of information.
#EventsRule
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Even better, include video testimonials of past event attendees saying how awesome the event is!
#EventsRule
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CREATE ENGAGEMENT WITH SOCIAL MEDIA.
#EventsRule
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“61% of marketers find social media their most cost-effective channel for promoting events.”
Source: HubSpot & Eventbrite Survey 2014#EventsRule
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Every share of an Eventbrite event is worth £2.41 in incremental revenue for that event.
#EventsRuleSource: Eventbrite Report. Get the report here
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Here is how you can get some of that revenue.
#EventsRule
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The hashtag is really important and should be short, snappy, and relevant.
#EventsRule
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Use the hashtag for all relevant content being used to promote the event.
#EventsRule
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Provide a social promotion pack (lazy tweet, images) for your speakers to promote.
#EventsRule
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#EventsRule
Include the hashtag on all speaker decks.
Then add all presenter decks to SlideShare after the event with the hashtag.
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Add social streams to your event page to show people talking about your event.
#EventsRule
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#EventsRule
Integrate social media into your registration process (share on sign up)
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Your new Events Playbook
1 Create your Event Personas
Drive Registrants with Inbound Marketing223 Optimise your Events Page
4 Create Engagement with Social Media
#EventsRule
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QUESTIONS?
#EventsRule
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THANK YOU.