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“Fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers.” - Hubspot

Know Your Audience

• Age

• Education

• Comfort with technology

• Job level

• Personal aspirations

• Favored media outlets

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“Before you can have a shareof market, you must have ashare of mind.”- Leo Burnett

Paid Advertising

• Google PPC Ads/Bing

• Facebook

• Twitter

• YouTube

• LinkedIn

• Media Placements

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Choosing A Channel

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Retargeting Ads

CMO Magazine suggests that implementing retargeting ads can increase conversion rates (think ticket sales) by 50-60%

Helpful Tools:• On-page registration system

• AdRoll | Retargeter | Chango | AdWords

• Basic ability to edit HTML code

Just like crafting a unique event brand, content marketing is important because it uses the event identity to build trust

between the event organizer and potential attendees.

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Content Marketing

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The Content Marketing Institute defines content marketing as “a strategic marketing approach focused

on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-de-

fined audience - and, ultimately, to drive profitable customer action.”

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What is Content Marketing?

01Content marketing bridges the gap between branding and other forms of marketing used to generate buzz surrounding an event

by providing helpful and shareable marketing assets:

Write aGuest post

ShareVideos

Create An Event Blog

SharePhotos

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Advocacy marketing harnesses the power of those already associated with a brand, and

encourages those people to reach out to their contacts.

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Advocacy Marketing

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Ask event speakers to:

• Promote your event on their social media profiles

• Participate in an event promotion competition

• Engage with potential attendees before the event

• Interact with actual attendees during the

event

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Harness The Influence Of Your Speakers

• Turn attendees into event evangelists with a proven “hack”

• As seen in: Uber, Dropbox & Airbnb

• Thousands in extra revenue

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Double Sided Referrals`

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Networking communities associated with an event or conference have the power to lengthen the life of the event, while

acting as a valuable marketing tool.

Create A Community

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• Collect feedback

• Build relationships

• Educate Attendees

The Power Of Community Building