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ONLINE EVENT MARKETING FOR BUSINESS
TO CONSUMER




     Copyright © 2011 Constant Contact, Inc.   1
Agenda

   Making the most of your event

   Promote & Communicate

   Engage with attendees

   Measure your success

   Worksheets



                                          2
Copyright © 2011 Constant Contact, Inc.
MAKING THE MOST OF YOUR EVENT




    Copyright © 2011 Constant Contact, Inc.   3
Making the most of your event
 Ease the burden of event management by going online!
                    Keep registration open, even when you’re not.

            Offline management:                     Online management:
           Time consuming manual list             Easily manage all information
          management                              online
           Less efficient registration            Self-serve 24/7 online
          methods                                 registration
           Cumbersome spreadsheet                 Efficient tracking and reporting
          tracking and reporting
                                                   Custom registration=
           Guessing what is wanted               Information you need and want
          from the event




                                                            4
Copyright © 2011 Constant Contact, Inc.
Making the most of your event
Want specifics to be the “Event of the Season”? – take 2-minutes to ask!

              Learn what your attendees desire:
              What events of ours have you attended in the past?
     Include a do you attend events?
          Why link to a
     survey in your
     regular email. of events interest you?
          What types

              What social media networks do you use?

             Ask the uncomfortable question about a previous event:
             “What didn’t you like about our last event?”

 Things to keep in mind:                     An event invitation and website provide all
      Time of Day
       What is ideal?
                                             the information needed for attendee to
      Location                               understand the value of the event and
       Traffic?                             successfully attend.
       Adequate parking?
       Driving directions?
       WIFI provided?
                                                                   5
Copyright © 2011 Constant Contact, Inc.
Event success
                                          Countax
                                          Their challenges:

                                                Attendees had to call or fax RSVP
                                                Inaccurate information on name badges
                                                Confusion over event time and location



                                          With Event Marketing their results:
                                             “It saved us hours and hours of work. We still
                                             took some registrations over the phone, but
                                             simply typed them straight into the online
                                             sign-up form – then and there…and then
                                             being able to display the directions to the
                                             venue was a great help.” -Jef
                                             O’Riley, Marketing Manager, Countax




                                                          6
Copyright © 2011 Constant Contact, Inc.
PROMOTE AND COMMUNICATE




    Copyright © 2011 Constant Contact, Inc.   7
Are you promoting to the right people?

Who do you want to come?

    Create an “ideal” attendee profile:

          People new and/or familiar with you?

          What makes them the same / different?

          Influence in networks (local and social)?

    Where are they finding out about events?

          Online?

          Offline?

          Advertising?

                                                       8
Copyright © 2011 Constant Contact, Inc.
Event experience starts with your invitation

A professional looking invite encourages registration and attendance

                                                     Advertising on an
                                                     invitation is not
                                                     professional looking.




      •Ad free
      invites, registrat
      ion and
      homepage
      •Over 140
      themes
      •Customizable                           9
Copyright © 2011 Constant Contact, Inc.
Foundation from those who know you

 Get their attention with customizable email invites

                                                    Brand    is important; show your personality
                                                           -79% of respondents said they hit the "report
                                                           spam" button when they don't know who the
                                                           sender is.
                                                           -Email Sender and Provider Coalition



                                                    UseSubject Lines and headlines that get you
                                                    opened

                                                    Personalize message to recipient –the same
                                                    invite does not need to go to everyone on your
                                                    list


              56% of consumers consider marketing
              messages from known senders to be
              Spam if the message is “just not
              interesting to me.” -Q Interactive
                                                                           10
Copyright © 2011 Constant Contact, Inc.
Good Invitations cause interest and action

 Do your invites do more than ask
   people to come?

 Must have shareworthy content:
          –   Provide information about why they should attend
          –   List activities to improve attendance:
                  Topics
                  Lessons
                  Speakers
          –   Engage with video
          –   Add list of upcoming events




     Today, 71% of the U.S. online audience watches
         video on the internet, and the number of
         streams consumed should more than double
         by 2013.    – Forrester Research

     Video in email can increase click-through rates by
         as much as three-hundred percent.
         – Forrester Research
                                                                 11
Copyright © 2011 Constant Contact, Inc.
Success with Event Invitations
  Business Victories

  Their challenge:

         Promoting weekly teleseminars which
         educate customers and prospects

         Boosting teleseminar attendance

  "We've seen registration go up 30% to
  With Event Marketing their results:
   40%, and it's consistently growing
   each week, undoubtedly because
   we've started using Event Marketing.“-
   Cheri Ruskus, Business Victories




                                                12
Copyright © 2011 Constant Contact, Inc.
Does this invite work?

 What works:
         Headline captures attention and
         sense of urgency
         Visuals match event theme



 Why it does not work:
         No   way to RSVP on line!
                Created  sense of urgency but no way
                to take immediate action
         Unclear  how to sign up for event
         No personalization
         No map for directions on how to
         get there
         No way to share
                Missingout the power of word of
                mouth and social media marketing




                                                        13
Copyright © 2011 Constant Contact, Inc.
Beyond the one event

Share upcoming events in your email
invitations to increase awareness

  “Attend My Events” button
   appears in the Insert menu

  Clicking this option will feature:
        –Event Name
        –Start/End date and time
        –Event Description (if given)
        –Location

  Track which readers are
  interested in what events




                                          14
Copyright © 2011 Constant Contact, Inc.
Leverage Social Media for your invite

Expand the reach of your invitation
through Social Media

  Use Simple Share to promote
  the event on Facebook, Twitter,
  and LinkedIn at the same time!

    ■ Customize the message for
      each site
    ■ Include an image (optional)
    ■ Easily share to all your
      Facebook, Twitter, and
      LinkedIn profiles




                                          15
Copyright © 2011 Constant Contact, Inc.
Create buzz in Social Media about the event

 Get more attendees by sharing the event on Facebook & Twitter
   Whether you send an
   invite or not, promote
   the event on Social
   Media! Here’s how:                         Establish a hashtag (e.g. #B2Bevent) to
                                               track buzz around the event.
                                              Tweet your event and watch how your
                                               followers retweet the details.
                                              Do not forget to ask them to retweet, asking
                                               and saying “Please” really does work.




   Promote the event on a
                                                The Facebook post can contain a
   schedule:                                        custom message to
   Weekly                                          encourage attendance and
                                                    will include a link to register.
   The day before
   An hour before                             16

Copyright © 2011 Constant Contact, Inc.
Create buzz in Social Media about the event

                                          Increase attendance through
                                             professional connections

                                             Promote the event on your
                                              LinkedIn profile
                                             Share the event details with those
                                              you know on LinkedIn
                                             Groups:
                                                Industry
                                                Topic




                                                     17
Copyright © 2011 Constant Contact, Inc.
Leverage Mobile Marketing


                                          How can you use it?
 Foursquare
                                          Pre-event            During Event


                                          •Create a location   •Share with friends
                                          to check in


                                          •Co-market with      •Develop scavenger
                                          content partner?     hunt about event
                                          Drive traffic to            •Hints in
                                          each other’s sites          “tips” area
                                          •Leave a “tip”       •Understand
                                          about your event     interests of people
                                          •Leave a To Do       checking in –
                                          about your event     profile info




                                                         18
Copyright © 2011 Constant Contact, Inc.
Leverage Social Media & Online Marketing


                                               Built-in Promotions with
                                               Social Media and Search
                                               Engine Optimization
                                                  ■   Help your event be found in
                                                      online searches by using
                                                      keywords
                                                           Topics, speakers, theme, locati
                                                            on
                                                  ■   Create an event hashtag to
                                                      encourage conversation about
                                                      the event
                                                  ■   The hashtag is automatically
                                                      featured in event
                                                      communications




                                          19
Copyright © 2011 Constant Contact, Inc.
Can your event be found on the web?
 Do you have an event
 homepage?
 Use homepage for more
 promotional details and drive desire
 to attend.

 Match the branding and colors of
 your website to your event
 homepage.

 Use shareworthy content.

“The homepage flexibility provides a
fantastic outlet for other
complementary marketing strategies
such as posting for social
networking and affiliates websites.”

-Shannon Beth Harrington,   SB Cre8tive




                                          20
Copyright © 2011 Constant Contact, Inc.
Get your event details on the web
     Feature all upcoming events online or on your website
 Share the link to the event calendar in emails and Social Media.




            Provide a list of upcoming events on
            your website:
                   ■    Increases awareness of your
                        upcoming events
                   ■    Helps improve attendance or
                        increase the number of volunteers
                   ■    Increase SEO value


                                                            21
Copyright © 2011 Constant Contact, Inc.
ENGAGEMENT WITH ATTENDEES




    Copyright © 2011 Constant Contact, Inc.   22
Step 1: Registration
  Where, When, and How do I Pay?

        Track and see the details registrants provide:

           One location online for all registrants to register
           They provide information needed to attend
           Attendees register when and how they want
           Registration payment made online
                                                                  Online registration
                                                                  helps save time,
                                                                  decrease errors
                                                                  and all information
                                                                  stored securely and
                                                                  reviewable by event
                                                                  manager.



                                                             23
Copyright © 2011 Constant Contact, Inc.
How registration engages
 FlavaFitness Studio

 Their challenge:
         Difficult to get a proper headcount
         Provide adequate event information
         Collecting payment from registrants

 With Event Marketing their results:


  “There’s been time saved: hours in
  obtaining registration information and
  hours in collecting payments. I would
  have to say in total, using Event
  marketing has saved me two work days
  at least.”– Jeni Jones, FlavaFitness
  Studio




                                                24
Copyright © 2011 Constant Contact, Inc.
Step 2: Acknowledge and Communicate
  Ask registrants to share the event information. Jump start the word of mouth
  buzz around your event!




 Once registered, attendees can spread the word about the event by sharing
 on Facebook or Twitter.

 Note: Facebook users have on average 130 friends*
 *Facebook FAQ’s


                                          25
Copyright © 2011 Constant Contact, Inc.
Step 2: Acknowledge and Communicate
                                                        Reminder email
Reminder communications
increase attendance
    Include:
      Show countdown until event
      Provide hints to guess secret guest
         speaker/feature:
          Tweet event information and include
             event #hashtag in the tweet
          Share event details on your
             Facebook wall
        Include a link to a pre-event survey or
         poll, then near event start date or at
         start of event review results
        Make it easy to share with “Forward to
         friend” link and Social Share button




                                                   26
Copyright © 2011 Constant Contact, Inc.
Step 3: During the Event


                                              Android                        iPhone




                            Easy attendance Tracking on your mobile phone!


                                                            27
Copyright © 2011 Constant Contact, Inc.
Step 3: During the Event
 Using Facebook during the
   event:

     Use live updates to mention
      booth contests, fun activities and
      share pictures
     In each post, share any links or
      materials of the guest speakers
     Include pictures of any guest
      speakers or attendees. Ask
      attendees to “tag” themselves in
      photos
     Encourage attendees to share or
      comment during the event on
      Facebook via mobile




                                           28
Copyright © 2011 Constant Contact, Inc.
Step 3: During the Event
Using Twitter during the event
    Use #hashtag for the event

    Encourage attendees to tweet about
     what they are experiencing during the
     event – use event #hashtag
       –    People who are interested but not there
            can follow theTwitter feed.

    Encourage attendees to post photos
     and videos from mobile devices to
     Twitter with tools like Twitpic




           Twitter has 165 Million Users –
              50% of them use Twitter
              Mobile. –Mashable.com, “Mobile
               by the Numbers”



                                                      29
Copyright © 2011 Constant Contact, Inc.
Leverage mobile marketing

Consider using QR Codes to keep the interaction going

    Direct to website information via mobile device
    Get feedback via a poll or short survey that people can access via
     mobile device
    Post video content that is complementary to the event objectives to view
     via a mobile device

Wonder what is behind this QR Code?




                                          How do I build? -http://bit.ly/
                                          Add- .qr at end of shorten url
                                                                            30
Copyright © 2011 Constant Contact, Inc.
Mobile + Events = Success


                                          How can you use it?
 Foursquare                                  Watch how many and who has
                                              checked in
                                               – Know when the people you want
                                                 to connect with have arrived
                                             Watch the comments, tips and to
                                              do’s left by attendees
                                               – Gain a clear understanding of
                                                 what popular/trending in your
                                                 event
                                             Watch for instant feedback
                                               – Negative comments about the
                                                 food
                                               – Problems with the facility


                                          Ask attendees to leave a review of the
                                            event on Yelp.


                                                      31
Copyright © 2011 Constant Contact, Inc.
POST EVENT COMMUNICATIONS




    Copyright © 2011 Constant Contact, Inc.   32
Post Event Email and Homepage
Post event email and homepage
      Thank attendees

      Include link to post-event survey

      Give participants a way to stay
       connected through the “Join Our
       Mailing List” link or social media
       sites
                                             Send follow up email and update
      Post quotes from attendees            homepage for post event information

      Provide contact information for the
       individual who can answer
       questions



                                                      33
Copyright © 2011 Constant Contact, Inc.
Collect Post Event Feedback


 Use a Survey
     Ask about satisfaction with
      content, facilities, etc.

     How likely are they to come again?

                                             Over 60 templates to start with to meet your objective
     How likely are they to tell others
                                             Includes good questions
      about your events?
                                             You can edit, remove, add, and re-order questions
                                             You can add your logo, colors and images
     Ask questions that get answers
      you can act upon
          Example: “What didn’t you like
           about our last event?”




                                                         34
Copyright © 2011 Constant Contact, Inc.
Feedback and Data for next event


     Analyze participation to identify
      high value prospects, then
      perform the appropriate follow up

     Leverage details from your
      registration data to help identify
      the right segments of people to
      invite to your next event

                                           How do you know if your invites did
     Use the information they have
                                              their job?
      shared to personalize your future
      communications                       Is the message being shared?


     Segment:
       – Details such as who paid,
         how they paid, demographic,
         geographic, etc.

                                                              35
Copyright © 2011 Constant Contact, Inc.
Did you meet the objectives?



      Measure your objectives by:         Measure attendee objectives by:

          The number of people who          Show rate of individuals
           attended                           registered

          Revenue from the event            Conversations about event in
                                              Social Media networks
          Analyze data collected via        Feedback in surveys
           reports and survey




                                                      36
Copyright © 2011 Constant Contact, Inc.
Best Next Steps

 Try Online Event Marketing For Free




                   http://www.constantcontact-event.com/


 Check out a Live Product Tour
         Register for the live “Event Marketing Product Demo”

          http://www.constantcontact.com/learning-center/webinars/live/index.jsp

 Questions? You have a consultant here to help at 1-855-816-6508
 Follow Event Marketing on Facebook and Twitter:
 http://on.fb.me/EvMFB on Facebook
 http://bit.ly/EvMTw on Twitter
                                                                         37
Copyright © 2011 Constant Contact, Inc.
QUESTIONS?




    Copyright © 2011 Constant Contact, Inc.   38
Plan- Using Objectives
 Share your story:
     Recent or Upcoming Event
     Attendee Objective
     Your Objective
     Value and Content Focus of event


                                    Audience Goal    Your Goal
   Size of Event


   Value of Event


   Content Focus




                                                    39
Copyright © 2011 Constant Contact, Inc.
Are you promoting to the right people?


    Attendee Worksheet:
    Attendees-Who is perfect for          Where do they spend time?        Where do they seek event
    your event?                                                            information?

    In common           What is           Real Life     Online             Real Life     Online
                        different

    •                   •                 •             •                  •             •
    •                   •                 •             •                  •             •
    •                   •                 •             •                  •             •




                                                                      40
Copyright © 2011 Constant Contact, Inc.
Leverage Social Media Promotion
           Tools                        Before                         During                             After

                              •   Promote the event by        •   Share updates on your wall   •   On your wall, thank those
                                  sharing the event details       and upload pictures from         who came to the event
                                  on your wall                    the event                    •   Answer remaining
                                                                                                   questions from event and
                                                                                                   send email with link to your
                                                                                                   wall.
                              •   Create an unique event      •   Maximize the opportunity     •   Encourage people to
                                  hashtag                         for a re-tweet by limiting       continue discussion
                              •   Using bit.ly create short       your tweet to 120            •   Use tweets to promote next
                                  event URL for tweets            characters                       event
                              •   Customize your Twitter      •   Encourage tweeting during
                                  background with the             the event
                                  event brand                 •   Create a Twitter List of
                              •   Schedule tweets in              your conference speakers
                                  advance to promote              for others to follow
                                                              •   List people’s Twitter
                                                                  username’s on their badges
                              •   Have link to event          •   Encourage those that meet    •   Continue networking after
                                  homepage in your profile        at the event to connect          the event
                              •   Invite connections to
                                  attend


                              •   Create a location to        •   Develop scavenger hunt       •   Review Check-ins and Tips
                                  check-in                        about event                      left by attendees
                              • Co-market with content
                                  provider
                                                                                     41
                              • Leave a “Tip” or “To Do”
Copyright © 2011 Constant Contact, Inc.
Boost attendance with promotional variety

 Let them know and they’ll show!
    Invitations                           Homepage                            Social Media
    Send personalized                     Create a unique event               Engage those following
    invitations with a                    homepage                            you to boost attendance
    personal appeal                                                           and awareness
    Make sure to include:                 Make sure to include:               Make sure to include:

    Important event information          Information about the event,       Updates about the event
    To ask recipients to forward the     topics and guest speakers           (Examples: new speakers,
    email to friends and family           Regular updates on the             discount offers, etc.)
    A list of upcoming events            homepage, with our easy to          Link to registration for the event
    Encourage to talk about event        update homepage                     from all posts and tweets
    in Facebook and Twitter               A “Join my Mailing List” box, to   Encourage those who have
    Links to register-automatically      keep the connected                  registered to post or tweet they
    done for you with Event               Use the “Attend my Event           are attending-automatically done
    Marketing                             Widget” to promote upcoming         for you with Event Marketing
                                          events on your website




Remember: communicate where your audience is listening!


                                                                                   42
Copyright © 2011 Constant Contact, Inc.

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Make your event a hit! Marketing tips for a successful turnout.

  • 1. ONLINE EVENT MARKETING FOR BUSINESS TO CONSUMER Copyright © 2011 Constant Contact, Inc. 1
  • 2. Agenda Making the most of your event Promote & Communicate Engage with attendees Measure your success Worksheets 2 Copyright © 2011 Constant Contact, Inc.
  • 3. MAKING THE MOST OF YOUR EVENT Copyright © 2011 Constant Contact, Inc. 3
  • 4. Making the most of your event Ease the burden of event management by going online! Keep registration open, even when you’re not. Offline management: Online management:  Time consuming manual list  Easily manage all information management online  Less efficient registration  Self-serve 24/7 online methods registration  Cumbersome spreadsheet  Efficient tracking and reporting tracking and reporting  Custom registration=  Guessing what is wanted Information you need and want from the event 4 Copyright © 2011 Constant Contact, Inc.
  • 5. Making the most of your event Want specifics to be the “Event of the Season”? – take 2-minutes to ask! Learn what your attendees desire: What events of ours have you attended in the past? Include a do you attend events? Why link to a survey in your regular email. of events interest you? What types What social media networks do you use? Ask the uncomfortable question about a previous event: “What didn’t you like about our last event?” Things to keep in mind: An event invitation and website provide all Time of Day  What is ideal? the information needed for attendee to Location understand the value of the event and  Traffic? successfully attend.  Adequate parking?  Driving directions?  WIFI provided? 5 Copyright © 2011 Constant Contact, Inc.
  • 6. Event success Countax Their challenges:  Attendees had to call or fax RSVP  Inaccurate information on name badges  Confusion over event time and location With Event Marketing their results: “It saved us hours and hours of work. We still took some registrations over the phone, but simply typed them straight into the online sign-up form – then and there…and then being able to display the directions to the venue was a great help.” -Jef O’Riley, Marketing Manager, Countax 6 Copyright © 2011 Constant Contact, Inc.
  • 7. PROMOTE AND COMMUNICATE Copyright © 2011 Constant Contact, Inc. 7
  • 8. Are you promoting to the right people? Who do you want to come? Create an “ideal” attendee profile:  People new and/or familiar with you?  What makes them the same / different?  Influence in networks (local and social)? Where are they finding out about events?  Online?  Offline?  Advertising? 8 Copyright © 2011 Constant Contact, Inc.
  • 9. Event experience starts with your invitation A professional looking invite encourages registration and attendance Advertising on an invitation is not professional looking. •Ad free invites, registrat ion and homepage •Over 140 themes •Customizable 9 Copyright © 2011 Constant Contact, Inc.
  • 10. Foundation from those who know you Get their attention with customizable email invites Brand is important; show your personality -79% of respondents said they hit the "report spam" button when they don't know who the sender is. -Email Sender and Provider Coalition UseSubject Lines and headlines that get you opened Personalize message to recipient –the same invite does not need to go to everyone on your list 56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.” -Q Interactive 10 Copyright © 2011 Constant Contact, Inc.
  • 11. Good Invitations cause interest and action Do your invites do more than ask people to come? Must have shareworthy content: – Provide information about why they should attend – List activities to improve attendance:  Topics  Lessons  Speakers – Engage with video – Add list of upcoming events Today, 71% of the U.S. online audience watches video on the internet, and the number of streams consumed should more than double by 2013. – Forrester Research Video in email can increase click-through rates by as much as three-hundred percent. – Forrester Research 11 Copyright © 2011 Constant Contact, Inc.
  • 12. Success with Event Invitations Business Victories Their challenge: Promoting weekly teleseminars which educate customers and prospects Boosting teleseminar attendance "We've seen registration go up 30% to With Event Marketing their results: 40%, and it's consistently growing each week, undoubtedly because we've started using Event Marketing.“- Cheri Ruskus, Business Victories 12 Copyright © 2011 Constant Contact, Inc.
  • 13. Does this invite work? What works: Headline captures attention and sense of urgency Visuals match event theme Why it does not work: No way to RSVP on line! Created sense of urgency but no way to take immediate action Unclear how to sign up for event No personalization No map for directions on how to get there No way to share Missingout the power of word of mouth and social media marketing 13 Copyright © 2011 Constant Contact, Inc.
  • 14. Beyond the one event Share upcoming events in your email invitations to increase awareness “Attend My Events” button appears in the Insert menu Clicking this option will feature: –Event Name –Start/End date and time –Event Description (if given) –Location Track which readers are interested in what events 14 Copyright © 2011 Constant Contact, Inc.
  • 15. Leverage Social Media for your invite Expand the reach of your invitation through Social Media Use Simple Share to promote the event on Facebook, Twitter, and LinkedIn at the same time! ■ Customize the message for each site ■ Include an image (optional) ■ Easily share to all your Facebook, Twitter, and LinkedIn profiles 15 Copyright © 2011 Constant Contact, Inc.
  • 16. Create buzz in Social Media about the event Get more attendees by sharing the event on Facebook & Twitter Whether you send an invite or not, promote the event on Social Media! Here’s how:  Establish a hashtag (e.g. #B2Bevent) to track buzz around the event.  Tweet your event and watch how your followers retweet the details.  Do not forget to ask them to retweet, asking and saying “Please” really does work. Promote the event on a The Facebook post can contain a schedule: custom message to Weekly encourage attendance and will include a link to register. The day before An hour before 16 Copyright © 2011 Constant Contact, Inc.
  • 17. Create buzz in Social Media about the event Increase attendance through professional connections  Promote the event on your LinkedIn profile  Share the event details with those you know on LinkedIn  Groups:  Industry  Topic 17 Copyright © 2011 Constant Contact, Inc.
  • 18. Leverage Mobile Marketing How can you use it? Foursquare Pre-event During Event •Create a location •Share with friends to check in •Co-market with •Develop scavenger content partner? hunt about event Drive traffic to •Hints in each other’s sites “tips” area •Leave a “tip” •Understand about your event interests of people •Leave a To Do checking in – about your event profile info 18 Copyright © 2011 Constant Contact, Inc.
  • 19. Leverage Social Media & Online Marketing Built-in Promotions with Social Media and Search Engine Optimization ■ Help your event be found in online searches by using keywords  Topics, speakers, theme, locati on ■ Create an event hashtag to encourage conversation about the event ■ The hashtag is automatically featured in event communications 19 Copyright © 2011 Constant Contact, Inc.
  • 20. Can your event be found on the web? Do you have an event homepage? Use homepage for more promotional details and drive desire to attend. Match the branding and colors of your website to your event homepage. Use shareworthy content. “The homepage flexibility provides a fantastic outlet for other complementary marketing strategies such as posting for social networking and affiliates websites.” -Shannon Beth Harrington, SB Cre8tive 20 Copyright © 2011 Constant Contact, Inc.
  • 21. Get your event details on the web Feature all upcoming events online or on your website Share the link to the event calendar in emails and Social Media. Provide a list of upcoming events on your website: ■ Increases awareness of your upcoming events ■ Helps improve attendance or increase the number of volunteers ■ Increase SEO value 21 Copyright © 2011 Constant Contact, Inc.
  • 22. ENGAGEMENT WITH ATTENDEES Copyright © 2011 Constant Contact, Inc. 22
  • 23. Step 1: Registration Where, When, and How do I Pay? Track and see the details registrants provide:  One location online for all registrants to register  They provide information needed to attend  Attendees register when and how they want  Registration payment made online Online registration helps save time, decrease errors and all information stored securely and reviewable by event manager. 23 Copyright © 2011 Constant Contact, Inc.
  • 24. How registration engages FlavaFitness Studio Their challenge: Difficult to get a proper headcount Provide adequate event information Collecting payment from registrants With Event Marketing their results: “There’s been time saved: hours in obtaining registration information and hours in collecting payments. I would have to say in total, using Event marketing has saved me two work days at least.”– Jeni Jones, FlavaFitness Studio 24 Copyright © 2011 Constant Contact, Inc.
  • 25. Step 2: Acknowledge and Communicate Ask registrants to share the event information. Jump start the word of mouth buzz around your event! Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter. Note: Facebook users have on average 130 friends* *Facebook FAQ’s 25 Copyright © 2011 Constant Contact, Inc.
  • 26. Step 2: Acknowledge and Communicate Reminder email Reminder communications increase attendance Include:  Show countdown until event  Provide hints to guess secret guest speaker/feature:  Tweet event information and include event #hashtag in the tweet  Share event details on your Facebook wall  Include a link to a pre-event survey or poll, then near event start date or at start of event review results  Make it easy to share with “Forward to friend” link and Social Share button 26 Copyright © 2011 Constant Contact, Inc.
  • 27. Step 3: During the Event Android iPhone Easy attendance Tracking on your mobile phone! 27 Copyright © 2011 Constant Contact, Inc.
  • 28. Step 3: During the Event Using Facebook during the event:  Use live updates to mention booth contests, fun activities and share pictures  In each post, share any links or materials of the guest speakers  Include pictures of any guest speakers or attendees. Ask attendees to “tag” themselves in photos  Encourage attendees to share or comment during the event on Facebook via mobile 28 Copyright © 2011 Constant Contact, Inc.
  • 29. Step 3: During the Event Using Twitter during the event  Use #hashtag for the event  Encourage attendees to tweet about what they are experiencing during the event – use event #hashtag – People who are interested but not there can follow theTwitter feed.  Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers” 29 Copyright © 2011 Constant Contact, Inc.
  • 30. Leverage mobile marketing Consider using QR Codes to keep the interaction going  Direct to website information via mobile device  Get feedback via a poll or short survey that people can access via mobile device  Post video content that is complementary to the event objectives to view via a mobile device Wonder what is behind this QR Code? How do I build? -http://bit.ly/ Add- .qr at end of shorten url 30 Copyright © 2011 Constant Contact, Inc.
  • 31. Mobile + Events = Success How can you use it? Foursquare  Watch how many and who has checked in – Know when the people you want to connect with have arrived  Watch the comments, tips and to do’s left by attendees – Gain a clear understanding of what popular/trending in your event  Watch for instant feedback – Negative comments about the food – Problems with the facility Ask attendees to leave a review of the event on Yelp. 31 Copyright © 2011 Constant Contact, Inc.
  • 32. POST EVENT COMMUNICATIONS Copyright © 2011 Constant Contact, Inc. 32
  • 33. Post Event Email and Homepage Post event email and homepage  Thank attendees  Include link to post-event survey  Give participants a way to stay connected through the “Join Our Mailing List” link or social media sites Send follow up email and update  Post quotes from attendees homepage for post event information  Provide contact information for the individual who can answer questions 33 Copyright © 2011 Constant Contact, Inc.
  • 34. Collect Post Event Feedback Use a Survey  Ask about satisfaction with content, facilities, etc.  How likely are they to come again?  Over 60 templates to start with to meet your objective  How likely are they to tell others  Includes good questions about your events?  You can edit, remove, add, and re-order questions  You can add your logo, colors and images  Ask questions that get answers you can act upon  Example: “What didn’t you like about our last event?” 34 Copyright © 2011 Constant Contact, Inc.
  • 35. Feedback and Data for next event  Analyze participation to identify high value prospects, then perform the appropriate follow up  Leverage details from your registration data to help identify the right segments of people to invite to your next event How do you know if your invites did  Use the information they have their job? shared to personalize your future communications Is the message being shared?  Segment: – Details such as who paid, how they paid, demographic, geographic, etc. 35 Copyright © 2011 Constant Contact, Inc.
  • 36. Did you meet the objectives? Measure your objectives by: Measure attendee objectives by:  The number of people who  Show rate of individuals attended registered  Revenue from the event  Conversations about event in Social Media networks  Analyze data collected via  Feedback in surveys reports and survey 36 Copyright © 2011 Constant Contact, Inc.
  • 37. Best Next Steps Try Online Event Marketing For Free http://www.constantcontact-event.com/ Check out a Live Product Tour Register for the live “Event Marketing Product Demo” http://www.constantcontact.com/learning-center/webinars/live/index.jsp Questions? You have a consultant here to help at 1-855-816-6508 Follow Event Marketing on Facebook and Twitter: http://on.fb.me/EvMFB on Facebook http://bit.ly/EvMTw on Twitter 37 Copyright © 2011 Constant Contact, Inc.
  • 38. QUESTIONS? Copyright © 2011 Constant Contact, Inc. 38
  • 39. Plan- Using Objectives Share your story:  Recent or Upcoming Event  Attendee Objective  Your Objective  Value and Content Focus of event Audience Goal Your Goal Size of Event Value of Event Content Focus 39 Copyright © 2011 Constant Contact, Inc.
  • 40. Are you promoting to the right people? Attendee Worksheet: Attendees-Who is perfect for Where do they spend time? Where do they seek event your event? information? In common What is Real Life Online Real Life Online different • • • • • • • • • • • • • • • • • • 40 Copyright © 2011 Constant Contact, Inc.
  • 41. Leverage Social Media Promotion Tools Before During After • Promote the event by • Share updates on your wall • On your wall, thank those sharing the event details and upload pictures from who came to the event on your wall the event • Answer remaining questions from event and send email with link to your wall. • Create an unique event • Maximize the opportunity • Encourage people to hashtag for a re-tweet by limiting continue discussion • Using bit.ly create short your tweet to 120 • Use tweets to promote next event URL for tweets characters event • Customize your Twitter • Encourage tweeting during background with the the event event brand • Create a Twitter List of • Schedule tweets in your conference speakers advance to promote for others to follow • List people’s Twitter username’s on their badges • Have link to event • Encourage those that meet • Continue networking after homepage in your profile at the event to connect the event • Invite connections to attend • Create a location to • Develop scavenger hunt • Review Check-ins and Tips check-in about event left by attendees • Co-market with content provider 41 • Leave a “Tip” or “To Do” Copyright © 2011 Constant Contact, Inc.
  • 42. Boost attendance with promotional variety Let them know and they’ll show! Invitations Homepage Social Media Send personalized Create a unique event Engage those following invitations with a homepage you to boost attendance personal appeal and awareness Make sure to include: Make sure to include: Make sure to include: Important event information Information about the event, Updates about the event To ask recipients to forward the topics and guest speakers (Examples: new speakers, email to friends and family Regular updates on the discount offers, etc.) A list of upcoming events homepage, with our easy to Link to registration for the event Encourage to talk about event update homepage from all posts and tweets in Facebook and Twitter A “Join my Mailing List” box, to Encourage those who have Links to register-automatically keep the connected registered to post or tweet they done for you with Event Use the “Attend my Event are attending-automatically done Marketing Widget” to promote upcoming for you with Event Marketing events on your website Remember: communicate where your audience is listening! 42 Copyright © 2011 Constant Contact, Inc.

Hinweis der Redaktion

  1. Evite vs. Constant Contact