Multi-Touchpoint Event Marketing Presented at PCMA's 2014 Convening Leaders Conference
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MULTI-TOUCHPOINT EVENT MARKETING BLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT Suzanne Carawan, High Road Solution
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Transcript of Multi-Touchpoint Event Marketing Presented at PCMA's 2014 Convening Leaders Conference
MULTI-TOUCHPOINT EVENT MARKETINGBLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT
Suzanne Carawan, High Road Solution
THIS SESSION IS USING THE MOBILE APP
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MULTI-TOUCHPOINT EVENT MARKETINGBLENDING DIGITAL & LIVE FOR MAXIMUM IMPACT
Suzanne Carawan, High Road Solution
LEARNER OUTCOMES
Learn principles of digital and content marketing
Target your audiences effectively and create buzz by selecting the appropriate digital tools
Promote and remarket your event content to build community by using social media channels
THE MULTI-MARKETING MINDSETMULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.
MULTI-MARKETING MINDSET: CHANNELS
BRAND AWARENESS & LOYALTY
Question #1:
What channel would you use to get up-to-date information on all kinds of news around the world?
Answer:
BRAND AWARENESS & LOYALTY
Question #1:
What channel would you use to get up-to-date information on weather around the world?
Answer:
CASE STUDY: THE WEATHER CHANNEL
A STUDY IN BEING MULTI-CHANNEL. MULTI-TOUCHPOINT. USER CENTRIC.
TWC TELEVISION
TWC WEBSITE
TWC MOBILE APP
TWC RADIO
TWC FACEBOOK
TWC INSTAGRAM ON FACEBOOK
VIEWER DEMOGRAPHICS OF TWC
Know youraudience
USER’S JOURNEY MAP
USER’S JOURNEY MAP
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USER’S JOURNEY MAP
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VIEWER DEMOGRAPHICS OF TWC
Know youraudience
IMAGINATION EXERCISEYOU OWN A RESTAURANT. YOU PICK THE FOOD.
DAWN OF TIME TO 1957
1957
CUSTOMERS START ASKING
EARLY 1980S
YOU WANT TO BE INNOVATIVE
1998
WHY NOT? IT’S YELLOW
Fun Fact:
Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea
KNOW YOUR BUYER & FOCUS
US POPULATION GROUPS
MAP YOUR PAST AUDIENCE
gen ygen xboomer
Note: Matures = 0
WHO HAS MONEY?
TAKE IT EASY ON YOURSELF
REALITY OF THE MASS MARKET
BUYER PERSONA EXERCISE
POPULATION ANALYSISSocio-economic
Geo Ed Work Environment
Stage of Life
Where they Get their Info
Influence
Actual Behavior“Day in the Life”
OWL:“Barbara”<image>
SMP:“James”<image>
Boomer:“Michael”“Mary”
PITA:“Tyler”“Brittany”
Notice no Gen X?
Don’t forget the Gen X crowd!
Strong, but mighty!
http://idratherbewriting.com/2011/01/21/contemporary-reading-behaviors-favor-short-formats
THE FRAGMENTED USER
ATTENTION-EMOTION
BRAND PROMISE
BUYER PERSONA EVENT EXPERIENCE
Value Prop(WIIFM)
Feeling at End of Event
Experience Map
Engagement Points
Influence Points
OWL:
SMP:
BOOMERS:
GEN X:(Jason & Jennifer)
PITA:
MAKING IT A CONVERSATIONADDING BUZZ. MAKING IT CONNECT. CREATING ENERGY.
NORMS HAVE CHANGED
• Constant need/expectation of:– New & improved, Speed!
– Diversity
– Entertainment
– Test. Tweak. Test. Tweak.
– Transparency/Reality
– Available information through technology
– No such thing as too much asking if you’re giving them what they want
– Evidence (Metrics)
CREATE DEMAND & BUILD ON IT
OLD SCHOOL
HOW DO YOU CREATE DEMAND?
Element of Surprise
Instill Fear of Missing Out/Loss/Being Dumb
Inspire to Be Great in the Future
Outcome Only Known if Real Time
Emotionally Connect on a Key Value
New Sensory Experience
Non-Daily Task that’s Play-Oriented
Commonality?
All Tell a Story
DEMAND LIFECYCLE OF EVENT MARKETING
Pre-eventAt-EventPost-EventRinse & Repeat
EVENT MARKETING ARSENAL
Surveys
Registration system
Direct mail
Pre-show/onsite guides
Hashtag conversation
Email marketing
Facebook, LinkedIn
Photos/Photo gallery
Video/video gallery
Presentations/Slide archives
Voice Messaging
Text Messaging
Onsite sessions
Webinars
Pod sessions
Google +
Online communities
Live streaming (hybrid)
Blog
Landing Pages / website
Articles/magazine
Press releases
Newsletters with Variable, Dynamic Content
Commonality?
Content!
AIBTM CONVO ARCHITECTURE
Exhibitor Side Hosted Buyer Side
Destinations Corporate Planner
Hotels Association Planners*
Technology Companies* Independent Planners
Target Audience Segmentation:
AIBTM CONVO ARCHITECTURE
Goals of AIBTM:
Provide Education
Get Participation
Increase Revenue
Increase Demand (Momentum)
Execution: Planned & Live
Planned Planned Live
Word Cues: Know! Go! U Need! Spotted!
AIBTM CONVO ARCHITECTURE
Education:Know!
Activity:Go!
Audience:U Need!
Demand:Spotted!
Destinations
Hotels
Tech Cos
Corp Planner
Assn Planner
Indep Planner
What’s In AIBTM for Each of These Groups?
Identify & Stick to Voice Per Social Outpost:
Facebook LinkedIn Twitter YouTube Pinterest
Voice Girl Talk w/Wine
Dinner Party
ESPN/TWC OMG! & CNN blend
Inspiring/HGTV & Food Network
Target Audience
Hosted Buyers, Media
Hosted Buyers, Media, Tech
All Hosted Buyers
Destinations, Hotels, Tech, HB
Content Purpose
Social circle of AIBTM; ‘in’ crowd; personal stories of planners
Intellectual side of audience; discuss trends & hot topics
Headline news across audiences/activities
Recognize attendees; showcase experience
Allow exhibitors to showcase products in curated way by AIBTM; visual AIBTM picks
Revenue Purpose
Sell contest & message sponsorships
New program ideas; new exhibitors
Create pay-for-play coverage opps
Create pay-for-play coverage & posting
Banner ad opps up-sell & feature/sponsor
MARCH 2013 AUDIENCE SEGMENT
Destinations Hotels Tech Co Corp Planner Assn Planner Indep PlannerKnow! Facebook Twitter LinkedIn YouTube Pinterest Go!
Twitter LinkedIn YouTube Pinterest U Need! Facebook Twitter LinkedIn YouTube Pinterest Spotted! Facebook Twitter LinkedIn YouTube Pinterest
VLV METHODOLOGY
Pre-Event(Virtual)
Live Event Post-Event(Virtual)
Influencer Program Daily Digest Janus Program
Contests Recognition Program
Influencer Program
Reveal Program Recognition Program
Janus Program Community Program
PRE-EVENT PROGRAMS
Influencer Programs Identify key influencers on Twitter & follow/RT/DM
Identify/communicate with exhibitors/sponsors as to social program for 2013
Communication on the Know! Go! U Need! Spotted! Social Map
Virtual Social Chairs/Virtual Social Cocktail Hosts
Contest: “Winds of Change” & “Chicago is My Town” Exhibitor/sponsors to provide gifts or AIBTM
Bragging rights or gift/voting
Reveal Program: Chef? The Zone? Add your guess
Janus Program: Repurpose content and comment as to what’s coming (can be used in combo with Reveal)
LIVE EVENT PROGRAMS
Daily “Talk Soup” Program Recap/ Who’s Who/ Indie Talk
Best Tweet, Pic, Session, etc and vote
Recognition Program VIP TweetChat
AIBTM Star Power: social media star gift (badge, get together, red carpet, signed book, etc)
Awards: best board, social participation, answers to contest, etc and place to announce/photo ops etc
POST-EVENT Social Recap
Social Report on metrics
Top Influencers
Tweet Logs
Archiving of outposts
Call for virtual speakers
Contest—vote on topics, experiences
3-5 Discussion topics/areas needing more coverage
AIBTM Star Awards badges
AIBTM Hangouts, etc (F2F or local)
CONVERSATION ARCHITECTURE
Voice Content Channels
Periodicity
Engagement/Influence Programs
Metrics
OWL:
SMP:
BOOMERS:
GEN X:(Jason & Jennifer)
PITA:
TECHNOLOGY TO THE RESCUE!
MULTI-TOUCHPOINT
6 months before—live---6 months after
Rinse and repeat!
EVENT FOLLOW-UP OPPS Evaluations (mobile/paper/”on the street”,
Facebook, NPP)
Tweet Chats
Google+ Hangouts
Blog posts or Storify
YouTube
Webinars
Email Newsletters
PUTTING IT ALL TOGETHERSTORIES OF MULTI-TOUCHPOINT EVENT MARKETING
“AM I NORMAL?”
FIRST TIME USER GROUP KEYS TO SUCCESS
Heavy pre-conference survey
Deep understanding of audience that will attend
Variety of formats
Interactive
Surprise Speakers & Activities
Post-event webinar series
White paper
NIUG INTERNATIONAL ANNUAL MEETING
ANNUAL MEETING KEYS TO SUCCESS
Pre-event “clue” dropping
Registration questions to aid in matching at live event
Post-event designation of their animal
Built-in social media picture spots, etc
Live party tied in props to aid in picture creation and photo gallery formation post-event
MOXIE AWARDS GALA
MOXIE AWARDS GALA KEYS TO SUCCESS
Move to content marketing strategy
Automated event marketing newsletter
Automation between event registration, badges & email
Blue carpet awards to build hype pre-during and post
Keep focus on the live event
SUMMARY
Multi-Channel
Multi-Touchpoint
User-Centric
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