Innovative Event Marketing for Growth july 2011
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Developing Innovative Event Marketing Campaigns
for Growth
Nicola CrosslandAMA Events
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Event marketing for growth is about the strategy and
communicationsIn equal part
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Outbound and Inbound marketing
is where it is at now
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Part 1 – Where to Begin
Event
Idea
Objectives
Audience
Business Model
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Event Marketing For Growth
Website Technology Partnerships
Part 2 - Communications
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Workshop Teams
1. Introduce yourself - name, title, role2. Appoint a chair person/spokesperson3. Name the team 4. Name yourself
5 minutes
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Part 1 – Where to Begin
Event
Idea
Objectives
Audience
Business Model
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Task 1
Agree the Idea/Type of Event
5 minutes
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Examples - Type of Event• Conference• Symposium • Roadshow• Advisory board• Motivational • Team building • Seminar• Festival• Party in the park• Awards dinner • Forum• Summit
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Measurable Objectives
1. 600 delegates2. B/E 500 delegates & $825K3. 80 exhibitors4. 12 stream programme5. 85% excellent event score 6. Grow 10% year on year
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Task 2
List top 5 Objectives For Your Event
5 minutes
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Business Model
Facts: 1. Your event does not work in isolation 2. Commercial events offer good benchmarks3. Don’t forget your objectives 4. Overlook income and spend at your peril
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Event Business Model
InfrastructureKey Partnerships
Key ActivitiesKey Resources
OfferEvent/Product
Value Proposition
CustomerRelationships
Segments
Revenue Streams Costs
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Task 3
List Top 5Incomes Streams
& Areas for Expenditure5 minutes
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Business Model – ExpenditureTop 8 Expenditure Accommodation $150,000 Venue $125,000 Logistics $100,000 Networking/Social Events $100,000 Production $80,000 Exhibition $50,000 Marketing $50,000 Materials (or Substitute) $40,000
Total $695,000
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Business Model - IncomeTop 8 Income Exhibitors $425,000 Delegates $125,000 Accomodation $100,000 Sponsors $100,000 Client $50,000 Speakers $25,000 Advertising $15,000 Competitions/auctions $10,000
Total $850,000
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The Audience & Segmentation• Who are they? – Age, gender, industry, title, role?– Do they have a segment name ie Consultant Cardiologists
• What do they want? • ASK THEM– Previous events– Questionnaire – website/conference site, E-mail, Linked In,
Facebook, Twitter– Telephone– Newsletter (E-news and paper based)
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The Audience & Segmentation
• How do they behave?– Techno junkies (or not)– Linked In? Facebook? Mobile?– Read?– Spend their time how?– Loyalty schemes – watch what they buy
• Who pays most? and least?
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Go Where They Go
1. With what they read2. With what they do3. With what motivates them
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Speak to Each and Everyone
1. Talk to them all – more than once2. In their language 3. In a place they will find it4. Advertising benefits5. Appealing on both a practical and emotional
level
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Task 4
Who Are They?Who Spends Most And Least?
During the Break
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Event Marketing For Growth
Website Technology Partnerships
Part 2 - This Afternoon
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Task 4
Sketch a Member of Your Target Audience
Who Are They?
5 minutes
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EventMarketing
Mix
Product
Place
Price
People
Process
Promotion
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European Respiratory
Society Annual Congress
ProductSymposia,
Workshops & Exhibition
PlaceAmsterdam24-28 Sept
2011
Price€550 to €735
Peoplethe worlds respiratory
professionals & experts
ProcessHow
customers consume this 5 day event
PromotionStrategy &
Communications
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Event Website
1. User Friendly 2. Information RICH and RELEVANT3. SEO
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Task 5
Design an Event Website Homepage
10 minutes
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Event Home Page Content 1. Branding2. Theme3. Understand what it is about immediately4. Key search terms (250 words)5. Messages relevant to your segments – top 3?6. Pedigree – who is supporting, brands, awards7. Register now8. Shared travel - green 9. Recommend a friend10. Letter to the boss11. Social media – Blog/Twitter/Facebook/Linked In/Mix12. Ask the audience13. Sign-up – news alerts
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Event Websites We Love
• http://www.oracle.com/openworld/index.html• http://techandebs.ukoug.org/ • http://www.microsoft.com/dynamics/
dynamicsaxtechnicalconference2011/ • http://www.vitalitylive.co.uk/• http://www.jamieoliver.com/thebigfeastival/
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Web Technology in Event Marketing
WebsiteRegular Updates
BlogVideo
White PapersE-book
Analytics SEOKeyword Analysis
On-Page OptimisationLink Building
Social MediaTwitter
Linked In Facebook
BlogsForums
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Task 6
Technology for Event Promotion
You Are Using Brainstorm 4 minutes
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Event Marketing TechnologyOutbound• Digital Press – personalize what you send– PURL a personalised URL – watch responses of Email and
Direct Mail • Email Marketing – audience segmentation• Event Apps – contact building • E-networker – contact sharing • RFID – larger audience in real time• Issuu & SlideShare – people can visit after the event
and share
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Event Marketing Technology
Inbound• Web optimisation• Event optimisation
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Leveraging Partnerships
Intelligent packagesthat give you increased frequency and reachin return for little or no cost or contribution
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Media Partner Example• Objectives:
– To raise awareness with delegates at the event– Increase registered numbers
• Offer– Delegates given opportunity to ‘sign up’ as they register– Logo on window decals, small stand space, advertised on website,
direct mail, in Email campaigns• Return
– Banner advert on home page 3 months prior to event– Included in 3 x E-newsletters to @20,000 registered– Editorial in two editions with appropriate features– Their logo - credibility
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Task 7
Create a Sponsor Partner Package 5 minutes
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Exhibitor Partner Toolkit – Promotional Text – paragraph– PR advice– Marketing overview and advice
• Invite top 10 customers• Invite top 20 prospects• Add to website, Email footer, Blog, Tweet, Linked In• Join conference group on Linked In
– Promotions eg:• Taking their data and Email through third party• Reduced rates for customers • Special packages for their customers
– Banners, buttons, logo, Email templates
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Banner, logo and buttons Library
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Conclusion
• Apply a measure to quantifiable objectives• Check your business model regularly• Carry out audience research – technology can
help• Create engaging, SEO and connected websites• Use both old and new ways – direct mail and
invitations still have there place• Leverage partnerships – networking is now!
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Questions
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Thank You
To see all team work, email me your address: [email protected]
http://www.linkedin.com/in/nicolacrosslandwww.amaevents.co.uk