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President of Albers Communications Group Tom Albers shares tips for making offline and online events part of your overall communications and marketing strategy in 2014. T
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An Eventful Connection: Using Event Marketing to Build Relationships
To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#.
About Albers Communications Group
• Full-service PR, digital marketing and communications agency
• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure
Today’s Topics
• Event objectives • Types of events • Key elements to an event plan • Evaluating your events • Questions and discussion
Event Objectives
• Increase brand awareness • Generate news media exposure • Educate/reinforce your expertise • Strengthen relationships • Attract prospective employees• Encourage certain behaviors • Create goodwill
Types of Events
• Grand openings/business milestones
Types of Events
• Educational events/workshops/webinars
Types of Events
• Observances
Types of Events
• Cause marketing/community service
Types of Events
• Awards/recognition
Types of Events
• Community engagement
Key Elements of Event Plan
• Event Checklist
Key Elements of Event Plan
• Budget • Timing
• Research other events in your community
• Pick best time for media
• Audiences • Internal• External
Key Elements of Event Plan
• Registration • Photography/videography • Event agenda
• Speakers • Entertainment • AV equipment • Food/refreshments
Key Elements of Event Plan
• Promotion (before, during and after) • Earned: News media • Owned: Email marketing, mailing, website • Shared: Social media• Paid: Advertising
Evaluating Your Events
• Attendance • Media exposure • Website traffic• Opt-in database • Actions completed• Job applications received
Incorporating Technology
• Include QR code on invitations • Facilitate on-site registration using iPads • Design a smartphone app for your event • Use text messaging to interact at event • Assign a hash tag (#) to your event
Questions and Discussion