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THE NEW RULES OF 
EVENT MARKETING. 
KIERAN FLANAGAN & MARK WALKER
House Keeping 
1 All lines are muted, use the chat panel for tech issues. 
2 Q&A at the end, tweet questions using #Events...
Meet Your Experts 
Kieran Flanagan 
Marketing Director 
HubSpot, EMEA 
@searchbrat 
Mark Walker 
Content & Social Manager ...
Lets face it 
Events are so “in” right now! 
#EventsRule
We know, we 
surveyed a lot of 
event attendees We know, we surveyed a lot of event attendees. 
#EventsRul 
e
“84% of attendees say 
attending events is an 
important part of their job” 
#EventsRul 
e 
Source: HubSpot & Eventbrite S...
#EventsRul 
e 
“With 79% going to 
events to learn.” 
Source: HubSpot & Eventbrite Survey 2014
So why are event 
organisers 
struggling to 
increase their 
attendance? 
#EventsRul 
e
“65% of marketers have 
not been able to increase 
their event attendance 
#EventsRul 
e 
rates from last year.” 
Source: ...
The State of 
Event Marketing, 2014. 
Download 
http://offers.hubspot.com/the-state-of-event-marketing 
#EventsRule
We have some theories 
#EventsRul 
e
based on a lot of data 
crunching! 
#EventsRul 
e
Your Event Marketing needs an update! 
#EventsRul 
e
Your new Events Marketing 
1 Create your Event Personas 
2 Drive Registrants with Inbound Marketing 
3 Optimis2e your Even...
CREATE YOUR 
EVENT PERSONAS. 
#EventsRul 
e
The best way to burn your events budget? 
#EventsRule
Have people in the room who are only interested in the coffee. 
#EventsRul 
e
Create a clear goal for your 
event 
1 Customer appreciation event? 
2 Lead generation event? 
3 Brand a2wareness event? 
...
Then create an Event persona that maps to your target audience. 
#EventsRule
#EventsRul 
e 
“47% of the event 
organisers we surveyed 
didn’t have a well-defined 
persona.” 
Source: HubSpot & Eventbr...
#EventsRul 
e 
“47% of the event 
organisers we surveyed 
didn’t have a well-defined 
persona.” 
Source: HubSpot & Eventbr...
#EventsRule 
MARKETING MARY 
• Professional marketer (VP, Director, Manager) 
• Mid-sized company (25-200 employees) 
• Sm...
Use custom questions in registration forms. 
#EventsRule
Make sure the content at your event is going to 
be relevant to their goals. 
#EventsRul 
e
DRIVE REGISTRANTS 
WITH INBOUND 
MARKETING. 
#EventsRul 
e
Email doesn’t need to be your entire promotion plan. 
#EventsRul 
e
Event organisers 
are usually sitting 
on a treasure 
chest of content. 
#EventsRul 
e
You can use it to attract people towards 
#EventsRul 
e 
your event.
Create videos with speakers to announce 
their sessions. 
#EventsRul 
e
Or do something a little more creative that 
results in great content. 
#EventsRul 
e
Interview your speakers and create blog 
posts from their answers. 
#EventsRul 
e
Ask a speaker can you post a video from a 
previous talk of theirs. 
#EventsRul 
e
Ask your speakers to 
blog about their session. 
#EventsRul 
e
It doesn’t even need to be on their own blog. 
#EventsRul 
e
#EventsRule 
Why not amplify that content? 
#EventsRule
Facebook News Feed Versus 
Right hand side ads 
#EventsRul 
e
On Twitter you can 
target people who 
are “like” your 
speakers followers. 
#EventsRule
LinkedIn has really exact targeting but a 
high CPC. 
#EventsRule
We haven’t forgotten about email! 
#EventsRul 
e
Personalisation 
based on industry 
#EventsRul 
e 
List the 
benefits/what they 
get 
Clear CTA 
Make it easy to share on ...
OPTIMISE YOUR 
EVENTS PAGE. 
#EventsRule
Once you’ve got them to the registration page, 
don’t lose them. 
#EventsRul 
e
Make your event page stand out and optimise it 
with the right kind of information. 
#EventsRule
Even better, include video testimonials of past event 
attendees saying how awesome the event is! 
#EventsRule
CREATE 
ENGAGEMENT WITH 
SOCIAL MEDIA. 
#EventsRule
“61% of marketers find 
social media their most 
cost-effective channel 
for promoting events.” 
Source: HubSpot & Eventbr...
Every share of an Eventbrite event is worth £2.41 
in incremental revenue for that event. 
Source: Eventbrite Report. Get ...
Here is how you can get some 
of that revenue. 
#EventsRule
The hashtag is really important and should be 
short, snappy, and relevant. 
#EventsRule
Use the hashtag for all relevant content being 
used to promote the event. 
#EventsRule
Provide a social promotion pack (lazy tweet, 
images) for your speakers to promote. 
#EventsRule
Include the hashtag on all speaker decks. 
Then add all 
presenter decks 
to SlideShare 
after the event 
with the hashtag...
Add social streams to your event page to show 
people talking about your event. 
#EventsRule
Integrate social media into your registration 
process (share on sign up) 
#EventsRule
Your new Events Playbook 
1 Create your Event Personas 
2 Drive Registrants with Inbound Marketing 
3 Optimis2e your Event...
QUESTIONS? 
#EventsRul 
e
THANK YOU.
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WEBINAR: The New Rules of Event Marketing - Sept 2014

Download to read offline

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-event

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WEBINAR: The New Rules of Event Marketing - Sept 2014

  1. THE NEW RULES OF EVENT MARKETING. KIERAN FLANAGAN & MARK WALKER
  2. House Keeping 1 All lines are muted, use the chat panel for tech issues. 2 Q&A at the end, tweet questions using #EventsRule 3 Unanswered questions will be answered on Twitter after the webinar. 4 Webinar recording and slides will be emailed to you tomorrow morning.
  3. Meet Your Experts Kieran Flanagan Marketing Director HubSpot, EMEA @searchbrat Mark Walker Content & Social Manager Eventbrite @EventbriteUK
  4. Lets face it Events are so “in” right now! #EventsRule
  5. We know, we surveyed a lot of event attendees We know, we surveyed a lot of event attendees. #EventsRul e
  6. “84% of attendees say attending events is an important part of their job” #EventsRul e Source: HubSpot & Eventbrite Survey 2014
  7. #EventsRul e “With 79% going to events to learn.” Source: HubSpot & Eventbrite Survey 2014
  8. So why are event organisers struggling to increase their attendance? #EventsRul e
  9. “65% of marketers have not been able to increase their event attendance #EventsRul e rates from last year.” Source: HubSpot & Eventbrite Survey 2014
  10. The State of Event Marketing, 2014. Download http://offers.hubspot.com/the-state-of-event-marketing #EventsRule
  11. We have some theories #EventsRul e
  12. based on a lot of data crunching! #EventsRul e
  13. Your Event Marketing needs an update! #EventsRul e
  14. Your new Events Marketing 1 Create your Event Personas 2 Drive Registrants with Inbound Marketing 3 Optimis2e your Events Page 4 Create Engagement with Social Media #EventsRul e
  15. CREATE YOUR EVENT PERSONAS. #EventsRul e
  16. The best way to burn your events budget? #EventsRule
  17. Have people in the room who are only interested in the coffee. #EventsRul e
  18. Create a clear goal for your event 1 Customer appreciation event? 2 Lead generation event? 3 Brand a2wareness event? #EventsRul e 4 Educational?
  19. Then create an Event persona that maps to your target audience. #EventsRule
  20. #EventsRul e “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014
  21. #EventsRul e “47% of the event organisers we surveyed didn’t have a well-defined persona.” Source: HubSpot & Eventbrite Survey 2014
  22. #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
  23. Use custom questions in registration forms. #EventsRule
  24. Make sure the content at your event is going to be relevant to their goals. #EventsRul e
  25. DRIVE REGISTRANTS WITH INBOUND MARKETING. #EventsRul e
  26. Email doesn’t need to be your entire promotion plan. #EventsRul e
  27. Event organisers are usually sitting on a treasure chest of content. #EventsRul e
  28. You can use it to attract people towards #EventsRul e your event.
  29. Create videos with speakers to announce their sessions. #EventsRul e
  30. Or do something a little more creative that results in great content. #EventsRul e
  31. Interview your speakers and create blog posts from their answers. #EventsRul e
  32. Ask a speaker can you post a video from a previous talk of theirs. #EventsRul e
  33. Ask your speakers to blog about their session. #EventsRul e
  34. It doesn’t even need to be on their own blog. #EventsRul e
  35. #EventsRule Why not amplify that content? #EventsRule
  36. Facebook News Feed Versus Right hand side ads #EventsRul e
  37. On Twitter you can target people who are “like” your speakers followers. #EventsRule
  38. LinkedIn has really exact targeting but a high CPC. #EventsRule
  39. We haven’t forgotten about email! #EventsRul e
  40. Personalisation based on industry #EventsRul e List the benefits/what they get Clear CTA Make it easy to share on social Signed off by a real person
  41. OPTIMISE YOUR EVENTS PAGE. #EventsRule
  42. Once you’ve got them to the registration page, don’t lose them. #EventsRul e
  43. Make your event page stand out and optimise it with the right kind of information. #EventsRule
  44. Even better, include video testimonials of past event attendees saying how awesome the event is! #EventsRule
  45. CREATE ENGAGEMENT WITH SOCIAL MEDIA. #EventsRule
  46. “61% of marketers find social media their most cost-effective channel for promoting events.” Source: HubSpot & Eventbrite Survey 2014 #EventsRule
  47. Every share of an Eventbrite event is worth £2.41 in incremental revenue for that event. Source: Eventbrite Report. Get the report here #EventsRule
  48. Here is how you can get some of that revenue. #EventsRule
  49. The hashtag is really important and should be short, snappy, and relevant. #EventsRule
  50. Use the hashtag for all relevant content being used to promote the event. #EventsRule
  51. Provide a social promotion pack (lazy tweet, images) for your speakers to promote. #EventsRule
  52. Include the hashtag on all speaker decks. Then add all presenter decks to SlideShare after the event with the hashtag. #EventsRule
  53. Add social streams to your event page to show people talking about your event. #EventsRule
  54. Integrate social media into your registration process (share on sign up) #EventsRule
  55. Your new Events Playbook 1 Create your Event Personas 2 Drive Registrants with Inbound Marketing 3 Optimis2e your Events Page 4 Create Engagement with Social Media #EventsRule
  56. QUESTIONS? #EventsRul e
  57. THANK YOU.
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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-event

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