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It's true that direct mail is making a comeback, but sophisticated direct mail campaigns still utilize a tie-in with digital marketing. Why? Data! Communications in today's world provide a huge array of ways to measure and track effectiveness. Join this session to learn a few of the ways that event marketers are using simple tools to garner sophisticated results. The session will cover new and improved ways to do press releases, use and measure Twitter, banner ads, websites and landing pages that use Google Analytics.
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The Value of Event Communications
Suzanne Carawan, VP Global Marketing
etouches Master Series Webinar
What Makes Event Communication Valuable?
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Making It Valuable
• Good marketing:
• Price
• Product
• Place
• Promotion
etouches Master Series Webinar
Making It Valuable
• Campaign that is in Writing:
• Purpose
• Goals
• Segmentation
• Offers
etouches Master Series Webinar
Making It Valuable
• Identified Channels:
• Organizational Website
• Event Website
• Social Networks
• Social Media
• Direct Mail
• Print Ads
• Mini-Events
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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
etouches Master Series Webinar
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
etouches Master Series Webinar
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
etouches Master Series Webinar
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”
etouches Master Series Webinar
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
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So…..How Do You Design Value into Your Communications?
etouches Master Series Webinar
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
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Standard Event Communications
• Save the Date
• Press Release to Announce Event & Partners
• Emails for Early Registration
• Emails/Website for Attendee Generation
• Tradeshow/Exhibition News
etouches Master Series Webinar
Save the Date: Valufied!
etouches Master Series Webinar
Press Releases: Valufied!
etouches Master Series Webinar
Press Release: Valufied!
etouches Master Series Webinar
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!
etouches Master Series Webinar
Emails/Website for Attendee Generation: Valufied!
etouches Master Series Webinar
Tradeshow/Exhibition News: Valufied!
Tradeshow/Exhibition News: Valufied!
etouches Master Series Webinar
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!
etouches Master Series Webinar
Sales: Steve Mackenzie
• 1-877-386-8248
Marketing and PR: Suzanne Carawan
