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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 #EventsRule 
3 Unanswered questions will be answered on Twitter after 
the webinar. 
4 Webinar recording and slides will be emailed to you 
tomorrow morning.
Meet Your Experts 
Kieran Flanagan 
Marketing Director 
HubSpot, EMEA 
@searchbrat 
Mark Walker 
Content & Social Manager 
Eventbrite 
@EventbriteUK
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 Survey 2014
#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: HubSpot & Eventbrite Survey 2014
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 Events Page 
4 Create Engagement with Social Media 
#EventsRul 
e
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? 
#EventsRul 
e 
4 Educational?
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 & Eventbrite Survey 2014
#EventsRul 
e 
“47% of the event 
organisers we surveyed 
didn’t have a well-defined 
persona.” 
Source: HubSpot & Eventbrite Survey 2014
#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
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 
social 
Signed off by a real 
person
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 & Eventbrite Survey 2014 
#EventsRule
Every share of an Eventbrite event is worth £2.41 
in incremental revenue for that event. 
Source: Eventbrite Report. Get the report here #EventsRule
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. 
#EventsRule
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 Events Page 
4 Create Engagement with Social Media 
#EventsRule
QUESTIONS? 
#EventsRul 
e
THANK YOU.

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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