an eventful connection: how to use event marketing to build relationships

An Eventful Connection: Using Event Marketing to Build Relationships

To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#.

About Albers Communications Group

• Full-service PR, digital marketing and communications agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

Today’s Presenter

Tom Albers, President• Tom@AlbersCommunications.com

• 888.296.2411 x.1

Today’s Topics

• Event objectives • Types of events • Key elements to an event plan • Evaluating your events • Questions and discussion

Event Objectives

• Increase brand awareness • Generate news media exposure • Educate/reinforce your expertise • Strengthen relationships • Attract prospective employees• Encourage certain behaviors • Create goodwill

Types of Events

• Grand openings/business milestones

Types of Events

• Educational events/workshops/webinars

Types of Events

• Observances

Types of Events

• Cause marketing/community service

Types of Events

• Awards/recognition

Types of Events

• Community engagement

Key Elements of Event Plan

• Event Checklist

Key Elements of Event Plan

• Budget • Timing

• Research other events in your community

• Pick best time for media

• Audiences • Internal• External

Key Elements of Event Plan

• Registration • Photography/videography • Event agenda

• Speakers • Entertainment • AV equipment • Food/refreshments

Key Elements of Event Plan

• Promotion (before, during and after) • Earned: News media • Owned: Email marketing, mailing, website • Shared: Social media• Paid: Advertising

Evaluating Your Events

• Attendance • Media exposure • Website traffic• Opt-in database • Actions completed• Job applications received

Incorporating Technology

• Include QR code on invitations • Facilitate on-site registration using iPads • Design a smartphone app for your event • Use text messaging to interact at event • Assign a hash tag (#) to your event

Questions and Discussion