Optimizing Business Events with Influence Marketing {eBook}

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved. 1

Optimizing Business Events with Influence Marketing


•  Event Marketing Defined •  Offline and Online Events •  The Role of Event Marketing in the Marketing Arsenal •  Influence Marketing and Event Optimization •  Event Marketing and Trust Points™ •  Why Influence Marketing for Event Hosts and Sponsors •  Pre-event, During, and Post-event Actions for Event Hosts Using

Influence Marketing •  Pre-event, During, and Post-event Actions for Event Sponsors Using

Influence Marketing •  Use Cases:

–  Influence Marketing to Help Determine Influential Speakers –  Influence Marketing to Help Enhance Corporate Reputation

In this eBook


Event marketing, defined

Satisfaction is the price of entry, and the real stakes are how effectively the experience moves the audience to act on the event's objectives.”

– David Rich

Sources: The impact of event marketing on brand equity. International Journal of Advertising Date: May 1, 2013

•  Event marketing is defined as “the practice of promoting the interests of an organization and its brands by associating the organization with a specific activity.”

“


Events are offline or online

Events can elevate thought leaders, build media and analyst relations, promote partners and generate leads.

•  Offline or online, each event type has its place in most corporate marketing programs.

Offline/in-person: •  Conventions and

expositions •  Corporate-owned events •  Workshops and trainings •  Media events

Online: •  Live streaming events •  Social media-driven events

(Twitter or Facebook chats, Google+ hangouts)

•  Webinars


Event marketing is a huge part of the marketing arsenal

•  $108 billion is spent per year in just the production of events in the US, which makes events a bigger industry overall than even the US automotive industry.

•  Event marketing is at #2 in the overall marketing spend, just behind advertising.

Sources: The impact of event marketing on brand equity. International Journal of Advertising Date: May 1, 2013 PriceWaterhouseCoopers


•  Three of the top five metrics used by event marketers could be impacted via successful influence marketing.

•  Influencer engagement with an event can contribute to media exposure, brand awareness and attitudes towards the brand.

Influence marketing elements are key ROI measures for event marketers

6

Source: http://www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives


Influence marketing can enhance and improve events along nearly every step of the process •  Events built on influence analytics provide a more informed and

efficient way to create events that consistently resonate.

•  Achieve corporate, marketing and media objectives at each stage of event marketing planning for both the event host and event sponsor by leveraging communications objectives:

–  Matching messages and experiences to audiences –  Integrating messages into multiple media –  Determining which media format is best for different stages in the

cycle: pre-event, during event and post event

•  Influencer amplification extends the range of the event from a specific point in time to having life and energy before, during and after the event.


Influence marketing-optimized events deliver additional trust points™ for the customer

Our Marketing through Trust eBook describes the impact of trust points™ on a buyer as they move through the purchasing journey.

•  When influence marketing and events intersect, customers develop deeper connections with the event – and the company or sponsor behind it.

•  Influence marketing helps companies and influencers create pre-event, event and post-event trust points.

http://www.appinions.com/whitepapers/marketing-through-trust-leveraging-influence-in-the-consumer-purchasing-process/


How can event hosts and sponsors benefit from using influence marketing for events?

•  Corporate objectives –  Increase public awareness –  Promote corporate image –  Involve greater corporate/influencer community

•  Marketing objectives –  Generate brand awareness –  Reach target markets –  Enhance attitude towards brand –  Increase sales

•  Media objectives –  Increase media exposure –  Generate publicity and counter negative publicity –  Enhance ad campaigns

•  Personal objectives –  Support management interests


Pre-event influence marketing actions include:

•  Identifying and cultivating relationships with the best possible speakers for your topics

•  Inviting attendees (executives, industry pundits, media) who will engage with and amplify your content

•  Identifying and informing the most valuable themes to define your event agenda

•  Identifying potential competition in the market place •  Analyzing event issues and problems •  Generating alternative solutions •  Predicting event outcomes •  Generating event and brand awareness via influencers


•  Further generating and nurturing leads •  Engaging with prospects and existing customers •  Working with influencers to amplify content beyond the event

audience •  Generating media exposure via influencer content •  Engaging attendees via social media messaging: tweets,

hashtags, LinkedIn groups, mobile apps

During event influence marketing activities include:


•  Sending surveys to influential attendees to gauge an event's success

•  Publishing articles, provide wrap-ups about event to stakeholders—attendees, sponsors and speakers

•  Asking attendees and influencers to continue to share relevant content from the event

•  Generating media exposure via influencer content •  Promoting highlights from influencers •  Thanking influencers

Post-event influence marketing activities include:


Pre-event influence marketing activities include:

Source: Building and Attracting Event Sponsors http://www.activenetwork.com.au/event-management-resources/articles/how-to-get-sponsors-for-an-event.htm

•  Identifying events to sponsor which will generate the most interest from influencers

•  Developing content for the sponsorship and event based on influencer interests and input


During event influence marketing activities include:

•  On-site sampling to influencers •  Influencer meetings at event •  Booth or table content driven by influencer interests


Post-event influence marketing activities include:

•  Promoting highlights from influencers to sponsor community •  Working with influencers to enhance buzz on social media •  Prioritize leads based on influence of attendees


In summary: Influence marketing is valuable for event hosts and sponsors •  Helps determine the right people to attract to your event who

have demonstrated influence in the space –  Research via search engines, social networking platforms,

monitoring tools, Appinions Events Optimization module –  Build brand recognition with these influencers –  Maximize lead generation

•  Hones in on the most resonant topics to make the event relevant

•  Extends brand reach beyond the event –  Participants, speakers, event staff, hosts and sponsors

amplify content


Use Case: Events & Influence Marketing Influence marketing to help determine influential speakers •  As part of Xerox's successful and award winning healthcare campaign,

the company partnered with a very credible industry influencer at a high-profile healthcare event.

•  Through an integrated marketing effort which included thought leadership with this respected influencer, Xerox was able to advance its position in the healthcare industry.

•  The combination of engaging social conversations and onsite marketing resulted in a top-trending hashtag during the event and a significant increase in traffic to its content site Healthbizdecoded.com.

•  Xerox credits thinking through the lens of influence and insightful analytic as the catalyst for elevating awareness for its healthcare business.

•  To learn more about this example, and the greater healthcare campaign, visit HealthBiz Decoded

http://www.healthbizdecoded.com/


Use Case: Events & Influence Marketing Influence marketing to help enhance corporate reputation •  The Red Consultancy, an international PR agency, wanted to reinvigorate

conversations with existing clients and create a platform to initiate captivating conversations with prospects.

•  Rather than employ traditional sales strategies, Red used influence marketing to hand pick influential panelists and attendees to host for an owned event.

•  The combination of a captive, curated audience and influence-based, unique content on the wearable technology industry allowed Red to reestablish areas of thought leadership with current clients and secure new business leads.

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Wearable Devices Influence Study

Present

October 2013


To learn more about our Events Optimization module,

click here for more information and our video overview.

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