Download - Master Series: The Value of Event Communications

The Value of Event Communications

Suzanne Carawan, VP Global Marketing

etouches Master Series Webinar

What Makes Event Communication Valuable?


Making It Valuable

• Good marketing:

• Price

• Product

• Place

• Promotion


Making It Valuable

• Campaign that is in Writing:

• Purpose

• Goals

• Segmentation

• Offers


Making It Valuable

• Identified Channels:

• Organizational Website

• Event Website

• Social Networks

• Social Media

• Direct Mail

• Email

• Print Ads

• Mini-Events


Whoa? What’s a Mini-Event

• Time Out for a Trend: mini-events or event-within-an-event

• Speed networking

• Hosted buyer

• one2one meetings

• Mentoring programs

• Event buddy/first time attendee programs

• Roundtables, small groups by topic


Making it Valuable

• Good project plan:

• When communications go out, to whom and for what purpose

• Spread out the timeframe to make it year-long and consistent


Time Out for a Trend: Impact of Mocial

• Event Marketing now focuses on:

• Extended time period of communication

• Increasing the number of “assets” to market

• Increasing the number of touchpoints

• Leveraging the event’s history

• Recognizing participants

• Providing products and services that fit the “new attendee”


Who’s the New Attendee

• Wireless

• Consistently connected

• Zero focus, zero memory, zero patience

• Empowered: time & purchase power

• Choice due to large supply

BUT

• Loyal and attentive IFF they receive value


So…..How Do You Design Value into Your Communications?


Designing for Value

• Respectful

• Focuses on WIIFM where the “me” isn’t you!

• Interesting

• Provides unexpected nuggets of joy (humor, curiosity, knowledge, recognition)

• Consistent, but not redundant

• Sets up a win-win with participant-event organizer


Standard Event Communications

• Save the Date

• Press Release to Announce Event & Partners

• Emails for Early Registration

• Emails/Website for Attendee Generation

• Tradeshow/Exhibition News


Save the Date: Valufied!


Press Releases: Valufied!


Press Release: Valufied!


Emails for Early Registration: Valufied!

• Tasting Menu

• Tweet-chats

• Meet-ups

• Blog Posts by Speakers

• Media Coverage

• Snippets of content

• No early bird! No BUY NOW BUY NOW!


Emails/Website for Attendee Generation: Valufied!


Tradeshow/Exhibition News: Valufied!


Summary

• Need to be comprehensive

• Need multiple touchpoints

• Need to utilize multiple channels

• Target different audiences with different programs and content of value

• Measure everything to show its value!


Sales: Steve Mackenzie

• [email protected]

• 1-877-386-8248

Marketing and PR: Suzanne Carawan

