don't tell others to attend your event (dr.htet zan linn)
DESCRIPTION
Free download of powerpoint about "How to make rain in events" which shows tasks and strategies for event marketers to do before, during and after events. This also includes roles of social media in event marketing.TRANSCRIPT
YOUR EVENT? Don’t&Tell&Others&To&A/end
&
PRESENTED(BY(:(Dr.(Htet((Zan(Linn(&&&&&&&&&&&CEO&&&&&&&&&&&&[email protected]&
&
INTRODUCT ION (
WHY EVENT ?
CONTENT, CONNECTIONS,
AND
THE CUSTOMER EXPERIENCE
! content&and&connec)ons&
! impact&customer&experience&
! build&a&strong&line=up&of&speakers&and&sessions&
! keynote&speaker&
! networking&opportuniBes?&
CUSTOMER EXPERIENCE = CONVERSION
FUEL FOR
INBOUND MARKETING STRATEGIES
presentaBons&can&become&webinars,&whitepapers,&
social&media&fodder,&videos&and&virtually&any&other&
form&of&mulB=channel&content&
&
Boss& Boss& Boss& Boss&Supplier& Supplier&
Employee& Employee&
Biz(A( Biz(B(
Reseller& Reseller&
Customer& Customer&
Reseller&&Peer&
EMPLOYEE(FIRST?(
Family& Pupils&
Teachers&
RelaBve&Friends&
++++&
Boss’s&Peer& Boss’s&Peer&Employee&Peers&
Personaliza)on& o Right&Time&o Right&Place&
One&event& o How&to&fit?&o One=size&to&all?&
A=endees& o Not&all&alike&
! How(to(Segment?(
! Who(Like(What?(
GREAT CUSTOMER EXPERIENCE = HIGHER CONVERSION
Client,(user(
Client,(execu.ve(
Prospect,(user(
Prospect,(execu.ve(
Speaker/presenter&
Exhibitor(
Sponsor(Other(partner(
Employee,(staff(
Employee,(sales/(account(manager(
Employee,((execu.ve(
Press/blogger(
Analyst(
Board&member/&investor&
! DEFINED YOUR ATTENDEE!
! KNOW YOUR CUSTOMER . . .
PLANNING
THE(FOUNDATION(
! First& &=&What&Events&
! Second& &=&What&markeBng&do&with&which&people&
! Third& &=&Everyone&is&your&Brand&Ambassador&
! Fourth& &=&Event&MarkeBng&
! FiAh& &=&Money&Role&
THE SALES
AND
MARKETING
RELATIONSHIP
THE SALES
AND
MARKETING
RELATIONSHIP
! IntegraBon&to&larger&MarkeBng&Program&
! Outreaching&
! DifferenBaBon&
! Extend&Brand&Shorten&Sales&Cycle&
! ”Event&BLT”&
o Brand&RecogniBon&
o Lead&GeneraBon&
o Thought&Leadership&
1. Set(goals(and&expectaBons&
2. Create&the&right(experience(and&a&"unique"(
experience((
3. Be&flexible(and&focus&on&the&clients'(experiences&
4. Win(loyalty(among&customers&and&build&trust&
confidence,&and&a&compeSSve(advantage(
5. build&new(business(opportuniSes(
JUST(5(STEPS(
! First&=&Talking,(Listening,&and&Networking...(
! People&love&to&talk.&Engage&them.&You'll&find&champions&
! Second&=&People&come&to&events&for&business(objecSves(
! Third&=&different(funcSons(within&your&organizaSon(
! Fourth&=&do&research(
! Events&create&awareness&for&a&company&
4(EASY(TACTICS(
TWO TYPES OF
! Trade&show&environment&Several&
! You&and&potenBally&by&your&partners&
! Touch(Points(
o Pre=event&mailers&
o Online&tacBcs,&sponsorships&
o ExecuBve&funcBons&
o Speaking&engagements&
o EducaBon&sessions&
o 1:1&Bme&with&“important&people”&
o Post=event&follow=up&by&your&sales&force&
! Touch(Points(
o Personalized&pre=event¬es,&invitaBons,&and&
connecBon&requests&
o Social&media&outreach&and&other&social&selling&
acBviBes&
o Scheduling&of&1:1&meeBngs&
o Meals&and&other&offsite&events&
o Follow=up,&follow=up,&follow=up”&
Event&Content&ObjecBves&
Direct,&qualified&prospect&engagement&and&interacBon&
Lead&capture&
Sales&opportunity&creaBon&
4 CONTENT FOR CONVERSION
PRE- EVENT
DURING EVENT
POST EVENT
TEN PRE-EVENT
CONTENT
MARKETING BEST
PRACTICES
FOUR AT-EVENT
CONTENT
MARKETING BEST
PRACTICES
FIVE POST-EVENT
CONTENT
MARKETING BEST
PRACTICES
Ten Pre-
Event
Content
Marketing
Best
Practices
1. Develop&an&editorial&calendar&
– “before,&during,&and&ader”&
2. Find&the&influencers&
– “report&through&Li/le&Bird&(makera.in/bird)&based&on&your&
event's&name”&
3. Engage&past&a/endees&
– “create&a&crowd=sourced&blog&post&featuring&their&feedback.”&
4. Engage&the&presenters&
– Make&sure&their&room&is&full&of&a/endees&
– If&you&can&interview&them&for&some&pre=show&"teaser"&content&
5. Help&first=Bme&a/endees&know&what&to&expect&– new=a/endee&orientaBon&content&
6. Make&session&recommendaBons&– Even&veteran&event&a/endees&can&become&confused&or&inBmidated&by&the&choices&
– Encourage&people&to&add&their&own&content&to&the&comments&secBon&wherever&your&content&is&published&
7. Write&a&"what&to&do&around&town"&guide&– work&with&others&who&live&or&formerly&lived&there&to&get&recommendaBons&on&where&to&eat,&drink,&hang&out,&get&a&good&breakfast,&and&so&forth&
– off&the&beaten&path&– take&a&picture&of&the&city&
8. Crowd=source&more&event&recommendaBons&from&past&a/endees&– wisdom&of&the&crowds&
9. Start&using&the&hashtag&early&and&oden&
– Add&value&
– Share&other&people's&pre=event&content&via&your&Twi/er&and&
other&social&channels&as&well&
10. Develop&your&at=show&plan&
FOUR AT-
EVENT
CONTENT
MARKETING
BEST
PRACTICES
1. Live=tweet&the&key&sessions&
2. Retweet&the&most&influenBal&other&a/endees&
3. Assign&summary&content&from&key&sessions&
and&keynotes&to&be&published&ASAP&
4. Shoot&"on&scene"&video&
o man&on&the&street”&
FIVE POST-
EVENT
CONTENT
MARKETING
BEST
PRACTICES
1. Publish&a&great&"key&takeaways"&post&
– can&also&be&the&single=most&important&piece&of&the&enBre&
event&content&markeBng&strategy&
2. Crowd=source&other&takeaways&from&other&a/endees&
– start&with&a&simple&quesBon&to&capture&a&key&takeaway&for&
your&blog&post&
3. Keep&engaging&the&hashtag&
– the&event&is&over&doesn't&mean&people&stop&watching&the&
hashtag&feed&
&
4. Do&an&internal&postmortem,&and&make&adjustments&for&
your&next&event&
– immediate&post=show&key&metrics&you're&tracking,&and&figure&
out&what&you&might&do&differently&next&Bme&
5. Create&a&templated&process&for&content&markeBng&at&
future&events&
– literally&wriBng&down&the&whole&process&
&
&
CONTINUING
THE
CULTURE
MAKE THE COMMITMENT
MOBILIZE
ADVOCATES
1. Tapping&Into&the&Power(of(Social(Proof(
2. Mobilizing(Advocates(Before&the&Event&
3. Crowd_source(ideas:(For&starters,&your&advocates&can&provide&input&on&
what&they&want&to&see&
4. Speaker(submissions:(Ask&your&advocates&to&sign&up&to&speak&at&the&
event&
5. RegistraSon(discounts:(Give&your&top&advocates&promoBonal&codes&to&
share&with&people&in&their&network(via(email(or&social(media,(
discounSng(their(Scket(price(for&each&person&who®isters&using&their&
code&
6. Promote(the(event:(Generate&awareness&and&get&people&to&a/end&your&
sessions&by&encouraging&your&advocates&to&promote&the&event&to&their&
networks,&especially&through&the&various&social(channels(
! ADVOCATES&INVOLVEMENT&
o Send&quesBons&to&speakers&or&panelists&in&advance.&
o Share&which&sessions,(parSes(and&booths&they're&most&looking&forward&to.&
o Volunteer&to&spend&a&bit&of&Bme&at&your&booth&talking&to&other&a/endees.&
o Download&your&mobile(event(app.(
o Tweet&using&the&conference(hashtag.(
o Read&and&share&content(related(to(the(event,&or&produced&by&speakers&or&
vendors.(
o Interact&with&other&a/endees&online(to(facilitate(networking(at(the(event.(
GOING MOBILE
IN 21ST CENTURY
! Pre=Event&
! During&Your&Event&
! Post=Event&
APPLYING MOBILE TACTICS TO YOUR EVENTS
SPONSORS AND SPONSORING
! Be&ProacBve&
! Start&early!&
– key&stats&(date,&locaBon,&length,&etc.)&
– expected&a/endance&number&and&demographics&
– benefits&of&parBcipaBon&
– sponsorship&levels,&packages,&and&add=ons&
SETTING EXPECTATIONS
HANDLING LEADS ! Why&are&79%(of&all&trade&show&leads&never&followed&up?”&
WEBINARS
WHY ADD WEBINARS TO THE MIX?
! Here&are&three(reasons(that&webinars(are&so&
popular:&
&1.&Webinar&leads&are&high_value(leads.(
&2.&Webinars&help&you&qualify.(
&3.&Webinars&are&ripe(for(repurposing.(
EFFECTIVE WEBINARS TAKE PLANNING
Task( Timing(
Develop&project&plan& 4&to&6&weeks&prior&
Finalize&topic,&Btle,&abstract&and&speakers& 4&to&6&weeks&prior&
Setup®istraBon&page& 4&to&6&weeks&prior&
Begin&ongoing&promoBon& 4&to&6&weeks&prior&
Send&email&invites&& 2&weeks&&&1&day&prior&
Drad&slides& 2&weeks&prior&
Full&rehearsal&and&event&dry=run& 1&week&prior&
Final&Slides& 2&to&3&days&prior&
Send&reminders& 24&hours&&&1&hour&prior&
Pre=conference&with&speakers& 30&minutes&prior&
Edit&recording& Within&24&hours&ader&
Send&follow=up&emails&and&begin&sales&outreach&
Within&24&hours&ader&
Repurpose&webinar& Ongoing&
PREDICTIVE MARKETING
! PredicBve&AnalyBcs&in&AcBon&
PREDICTIVE MARKETING?
WHAT IS PREDICTIVE MARKETING?
! Who&is&going&to&be&my&next(customer?(
! How&do&I&convert&them?&
! What&are&the&right(markeSng(channels(to&use?&
! Of&all&the&people&I&met&at&our&most(recent(event,(
how&should&I&prioriBze&those&leads(post_event?(
HOW TO MEASURE THE SUCCESS OF
PREDICTIVE MARKETING
! Most&marketers&think&of&measuring&lid&when&
gauging&the&performance&of&predicSve(
markeSng.(
! What&is&lie?(
TradiBonal&
Lead&GeneraBon&
Demand&GeneraBon&
Revenue&MarkeBng&
THE REVENUE MARKETING JOURNEY MODEL
! The&Revenue&MarkeBng&Journey&Model&
EVENTS CAPABILITY MODEL
Stage(1:(Events&at&the&TradiBonal&Stage&
Stage(2:(Events&at&the&Lead&GeneraBon&Stage&
Stage(3:&Events&at&the&Demand&GeneraBon&Stage&
Stage(4:&Events&at&the&Revenue&MarkeBng&Stage&
&
&
&
THE END…
IS A
BEGINNING
TAKEAWAYS
BEFORE THE
EVENT
DURING THE
EVENT
AFTER THE
EVENT
