Event Marketing: Driving Registration & Increasing Engagement

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<ul><li><p>Event Marketing Best Practices that Drive ROI </p><p>Brian Ludwig September 9, 2014 </p></li><li><p>Agenda </p><p> The Importance of Events </p><p> Event Marketing Best Practices </p><p> Ensuring Event Effectiveness and ROI </p><p> Case Study: Moodys Analytics </p><p> Who We Are </p></li><li><p>Landscape </p><p> Almost two-thirds of CMOs believe ROI will be the primary measure of their effectiveness in the future - IBM Global CMO Study </p><p> CMOs will spend more on IT than counterpart CIOs by 2017 - Gartner </p><p> 59% of chief marketers list digital marketing makeover (involving platforms, programs, and people) as the number one transformational project in 2014 - MarketingProfs </p><p>PresenterPresentation Noteshttp://www.ibm.com/services/us/cmo/cmostudy2011/downloads.html</p><p>http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/</p><p>http://www.marketingprofs.com/charts/2014/25811/the-state-of-chief-marketers-in-2014</p></li><li><p>of the average B2B marketing budget is spent on events </p><p>Source: Forrester Research, Inc. </p><p>website 19% </p><p>data sources 10% </p><p>telemarketing 6% </p><p>PPC 8% </p><p>Syndication 6% display ads 9% </p><p>webinars &amp; live events </p><p>30% </p><p>print 12% </p><p>other 1% </p><p>30% </p><p>of a corporations total revenue is spent on meetings and events </p><p>1-3% Source: Aberdeen Group, 2012 </p></li><li><p>0% 10% 20% 30% 40% 50% 60% 70% 80% 90% </p><p>Twitter Facebook </p><p>LinkedIn online videos </p><p>blogs professional networking sites </p><p>virtual events support forums </p><p>email webinars &amp; webcasts </p><p>printed publications </p><p>websites </p><p>After a companys website, tradeshows &amp; events are the most effective B2B marketing tactic </p><p>Source: Forrester Research, Inc. </p><p>tradeshows &amp; events </p></li><li><p>Reasons to Host Events </p><p>Event Program Goals </p><p>Source: BtoB Magazine: State of Event Marketing, July 2011 </p></li><li><p>Events Accelerate Sales </p><p>Awareness </p><p>All Names </p><p>Engaged </p><p>Prospect </p><p>Marketing Qualified Lead </p><p>Sales Qualified Lead </p><p>Opportunity </p><p>Customers </p><p>Sales </p><p>Marketing </p><p>Event Marketing </p><p>Attendee Reg-</p><p>istration </p><p>Event Leads </p><p>Follow up Cam-paigns </p><p>Engage with </p><p>Content </p><p>Events Sales Funnel </p><p>PresenterPresentation NotesWhy are events so effective? How do they help to influence our sales process? </p><p>Lets take a look at the typical sales funnel. Prospects make their way down the funnel, consuming content, getting educated and becoming more qualified. About mid-way through the process, leads change hands from marketing to sales, and if all goes well, they become customers.</p><p>If you look at the progression of event activities, you can see why events accelerate the sales process. </p><p>First, events are marketed to a large target market. Then attendees register and become more engaged with the company. As attendees consume compelling content leading up to the event, they become more interested and knowledgeable and become better prospects. </p><p>Finally, onsite you are able to get to know them and understand their needs. Then their interests and behaviors during the event help you to score them even more accurately. And all of that great attendee data captured along the way can be integrated back into your marketing automation and CRM systems for a complete 360 degree profile of your prospect or customer. </p><p>They are entered into follow up campaigns and are nurtured on their way to becoming customers.</p><p>And when you look at these different stages you see how one event can really help to speed up the process and move qualified prospects through the sales funnel at a faster rate</p></li><li><p>Trainings Webinars </p><p>Seminars </p><p>Road Shows Field Marketing </p><p>Lunch &amp; Learns </p><p>Con</p><p>fere</p><p>nces</p><p> Ince</p><p>ntiv</p><p>es H</p><p>olid</p><p>ay P</p><p>arty</p><p>Sales Kickoff </p><p>Exec</p><p>utiv</p><p>e Fo</p><p>rum</p><p>s </p><p>Use</p><p>r Con</p><p>fere</p><p>nces</p><p>Inve</p><p>stor</p><p> Mee</p><p>tings</p><p>Sporting Events </p><p>Galas </p><p>Soci</p><p>al E</p><p>vent</p><p>s </p><p>Board Meetings </p><p>Net</p><p>wor</p><p>king</p><p> Eve</p><p>nts </p><p>Fund</p><p>rais</p><p>ers </p><p>Auct</p><p>ions</p><p>PresenterPresentation NotesOrganizations host marketing events to accomplish many different things. User conferences drive customer use of products and services, encourage upsell and drive customer loyalty. Road shows help reach prospects or customers in local markets. Webinars educate and drive leads remotely. </p><p>Events of all shapes and sizes are an investment in both time and money. But you do not necessary need to invest a lot in either in order to integrate marketing events into your overall marketing strategy. If you plan properly, set goals, have the right tools in place, and consistently analyze and measure against your goals, I believe that every organization can see a tremendous ROI, or should I say ROE-Return on Event- from their marketing events. </p></li><li><p>Events Create Touch Points </p><p>Registration </p><p>Social </p><p>Onsite Mobile </p><p>Attendance </p><p>Expo </p><p>Feedback Personal Agenda </p><p>Demographics </p><p>Registration Info </p><p>LinkedIn Connections </p><p>Meetings </p><p>Tweets </p><p>Crowd Sourcing </p><p>Check-in Portals </p><p>Kiosks </p><p>Tablets </p><p>Smart Phones </p><p>Event Guide </p><p>Personal Agenda </p><p>Messaging </p><p>Break-outs </p><p>Sessions Receptions </p><p>Expo Visits </p><p>Keynote Meals </p><p>Lead Scans </p><p>Product Requests </p><p>Qualification Survey </p><p>Product Visits </p><p>Sponsor Conference Eval </p><p>Speaker Surveys Session Surveys </p><p>Touch points </p><p>PresenterPresentation NotesStep back for a moment and really think about all different interactions we have with our invitees through an event process, there are a ton of prospect and customer touch points. It starts with the first email you send inviting them to the event. The invitation needs to be targeted and personalized. The message needs to be compelling and their needs to be a clear call to action for the invitee to register. And we need to be thinking about where our invitees are receiving and reading the invitation. Like many of you, they are reading and consuming more content on their mobile devices. So you need to make sure that registration is available anywhere, whether they are at the office or on the road you want to be able to capture registrations anywhere from any device.</p><p>When someone does register, its great chance for us to learn more about them. Everything from demographic details to even asking a few pre qualifying questions during the registration process so that you can better profile your attendees. </p><p>Onsite at the event we can learn about our attendees interests and behaviors. What sessions did they attend? What sessions didnt they attend? Did they download the mobile app? Were they active on social media? Did they leave the event early or stay out? </p><p>All of this helps us to build a better attendee profile so that we can market to them more effectively and with relevant and personalized content.</p><p>When you look at it this way, its clear why events are so effective. These touch points offer so many opportunities to educate, influence and get to know your customers.</p></li><li><p>Perception Changes After Events </p><p>70% 74% </p><p>2% 2% </p><p>23% 21% </p><p>5% 3% </p><p>Source: EventTrack 2014, Event Marketing Institute </p></li><li><p>Sources: Frost &amp; Sullivan and Aberdeen Group, 2012, respectively </p><p>= Higher Event ROI Increase </p><p>attendance Increase </p><p>engagement Increase </p><p>leads for sales </p><p>+ + </p><p> Event technology can help increase attendance by 20% </p><p>Events are important, so how do you get the most out of them? </p><p> Companies can save 20-30% through the use of meetings management technology </p><p>Return on Events: A Critical Success Factor </p><p>PresenterPresentation NotesAdd in 25% stat and 2nd most important lead channel</p></li><li><p>ROE is Improving </p><p>Brands that saw a 5 to 1 return or higher doubled. </p><p>Source: EventTrack 2014, Event Marketing Institute </p><p>2013 55% </p><p>2014 63% </p><p>Brands that saw a 2 to 1 return or higher. </p></li><li><p>Manual Planning Processes </p><p>80% of event processes are managed manually. </p><p>Source: Frost &amp; Sullivan, 2013 </p></li><li><p>Website </p><p>Social </p><p>Email </p><p>Travel </p><p>Registration </p><p>Finding Venues </p><p>Mobile Apps </p><p>Analytics </p><p>Fee Processing </p><p>Marketing </p><p>Database Excel </p><p>Badges </p><p>Housing </p><p>Budget </p><p>Check-in </p></li><li><p>Event Marketing </p></li><li><p>Event Marketing Dilemma </p><p>1. Quantifying the ROI of events </p><p>2. Developing a differentiated experience </p><p>3. How can I incorporate innovation in outbound, web, and mobile marketing into events? </p><p>4. Getting more productivity at events and tradeshows </p></li><li><p>Develop Persuasive Outreach Initiatives </p><p>PresenterPresentation NotesDevelop Persuasive Outreach Initiatives to Fill the Room and Reinforce Your Brand</p></li><li><p>Develop an Event Marketing Plan </p><p>1. Use multiple channels </p><p>2. Use what you know about them to promote </p><p>3. Include PR components </p><p>4. Get help from partners </p></li><li><p>Email Features </p><p> Customizable From name </p><p> Apply your branding </p><p> Personalize with merge fields </p><p> Highlight event information </p><p> Clear call to action </p><p> Showcase key sponsors </p></li><li><p>From: Amanda Katz </p><p>VP Sales </p><p>From: James Galford </p><p>CEO </p><p>From: Susan Walker VP Marketing </p><p>Clients Staff Sponsors </p><p>Database </p></li><li><p>Brand Consistency Across Event Marketing, Registration, and Onsite Experience </p></li><li><p>Event Website </p><p> Carry event brand through website </p><p> Extension of existing brand </p></li><li><p>Calendar </p><p> Always updated searchable view of your public events </p></li><li><p>Event Website </p><p> Embed video, flash, tweets, map, etc. </p></li><li><p> Embed video, flash, tweets, map, etc. </p><p> Built-in social sharing </p><p>Event Website </p></li><li><p> Agenda </p><p> Embed video, flash, tweets, map, etc. </p><p> Built-in social sharing </p><p>Event Website </p></li><li><p> Agenda Sponsors </p><p> Embed video, flash, tweets, map, etc. </p><p> Built-in social sharing </p><p>Event Website </p></li><li><p>Email Forward </p><p>Email Marketing Website </p><p>Partner Sites </p></li><li><p>Email Forward </p><p>Email Marketing Website </p><p>Partner Sites </p></li><li><p>Email Forward </p><p>Email Marketing Website </p><p>Partner Sites </p></li><li><p>Use Social Media to Amplify Your Event Reach </p></li><li><p>Expand Your Event Audience </p><p>Maximize reach by making it easy for registrants to promote your event for you </p></li><li><p>Further encourage engagement </p><p>Bring in content from Twitter, Instragram, etc. </p><p>Sponsor Advertising </p><p>SocialWall </p></li><li><p>Leverage Mobile Apps to Increase Attendee Engagement </p></li><li><p>Mobile is Here to Stay </p><p>2 Billion+ smartphones/tablets will be sold in 2014 </p><p>7 X thats the number of PCs expected to be sold that year </p><p>has </p><p>65 apps </p><p>installed 127 spends </p><p>minutes per day using apps </p><p>150 times per day </p><p>checks their phone </p><p>The average smartphone user </p><p>Source: Gartner </p><p>How many smart devices will be sold in 2014? </p><p>How many times a day do you check your phone? </p></li><li><p>Mobile Event Apps </p><p>Ultimate apps for conferences and business events </p></li><li><p>Mobile Experience </p><p> Access personal schedules </p><p>PresenterPresentation NotesSlides 34-38: These slides have a different template too. Would you help to change the template to the generic Cvent blue/orange?</p></li><li><p>Mobile Experience </p><p> Access personal schedules </p><p> Navigate sessions </p></li><li><p>Mobile Experience </p><p> Access personal schedules </p><p> Navigate sessions </p><p> Feature sponsors </p></li><li><p>Mobile Experience </p><p> Access personal schedules </p><p> Navigate sessions </p><p> Feature sponsors </p><p> Spotlight speakers </p></li><li><p>Interact with the app </p><p>See personalized content Get curated social posts </p><p>The Event Compass </p></li><li><p>Website </p><p>Signage </p><p>QR codes </p><p>Emails </p><p>Social media Keynote speech </p><p>Marketing Your Mobile App </p></li><li><p>Ensure Event Effectiveness </p><p>and ROI </p></li><li><p>Automated Reports For Your Management Team </p></li><li><p>Event Intelligence </p></li><li><p>Integrate with Existing Marketing Solutions </p><p> What is wrong with managing registration through Excel spreadsheets? </p><p> It doesnt tie into marketing automation or CRM solutions at your company. Webinar </p><p>Platform </p><p>CRM Social </p><p>Marketing Automation </p><p>Event Management </p><p>PresenterPresentation NotesOur fifth and final strategy is to Integrate.</p><p>While embracing the previous four strategies brings marketers much closer to measuring and achieving great event ROI, #5 is exponential. </p><p>More and more, organizations are integrating their event management software with their other systems, like marketing automation and CRM. </p><p>When you integrate, you can:</p><p> Develop a 360 degree profile of attendees, which enables more relevant and personalized event experiences that accelerate the buying cycle</p><p> Align marketing even more closely with sales, allowing for the capture and scoring of leads onsite, automatically entering prospects into follow-up campaigns without having to wait days or weeks to get this information uploaded. </p><p> Incorporate rich event data into existing systems, creating powerful intelligence for determining the impact of the event on key behaviors</p><p> Tie event investments to the revenue cycle, making better comparisons to other marketing channels</p></li><li><p>Power of Integration </p><p> Develop a 360 degree profile of attendees </p><p> Align marketing even more closely with sales </p><p> Incorporate rich event data into existing systems </p><p> Tie event investments to the revenue cycle </p><p>CRM Marketing Automation </p><p>Event Marketing </p><p>Data Data </p><p>PresenterPresentation NotesOur fifth and final strategy is to Integrate.</p><p>While embracing the previous four strategies brings marketers much closer to measuring and achieving great event ROI, #5 is exponential. </p><p>More and more, organizations are integrating their event management software with their other systems, like marketing automation and CRM. </p><p>When you integrate, you can:</p><p> Develop a 360 degree profile of attendees, which enables more relevant and personalized event experiences that accelerate the buying cycle</p><p> Align marketing even more closely with sales, allowing for the capture and scoring of leads onsite, automatically entering prospects into follow-up campaigns without having to wait days or weeks to get this information uploaded. </p><p> Incorporate rich event data into existing systems, creating powerful intelligence for determining the impact of the event on key behaviors</p><p> Tie event investments to the revenue cycle, making better comparisons to other marketing channels</p></li><li><p>Build Customer Profiles </p><p>Build more complete customer profiles to create campaigns, increase conversions, and enhance existing customer relationships </p></li><li><p>By providing leading-edge software, advisory services, and research, Moodys Analytics advances best practices for measuring and managing risk. </p><p>Case Study </p><p>PresenterPresentation NotesLets take a look at company that is successfully running marketing events, tracking event ROI, and using events to help accelerate their sales process.</p><p>It wasnt always that way for Moodys though. </p><p>Moodys Analytics provides software, advisory services, and research to help advance best practices for measuring and managing risk.</p></li><li><p>. </p><p>Maximize value of leads </p><p> Event teams goal: find, win and retain business in new and established markets </p><p> But losing value on leads processed manually, with sluggish follow up </p><p> How to measure event value, long-term sales conversions of leads? </p><p>PresenterPresentation NotesMoodys Analytics senior director of events and outreach told us that the events and outreach team is responsible for developing strategy that aligns Moodys [events] activities with market needs. They play a vital role in helping the organization find, win and retain business in new and established markets.</p><p>But she knew they were losing value on leads as the firm processed leads through a manual scorecard system. This contributed to sluggish follow up with the sales team. </p><p>They needed a way to measure the value of each event in a way that would offer insights to support the overall events strategy. One way to do that was to measure the value and long-term sales conversions of leads generated from events. Its a concept they had been chasing already, but several manual processes were slowing down the process and red...</p></li></ul>