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Omni-Channel Marketing Strategies for Conferences
Date/Time: Monday, March 6, 201710:00am – 11:30am
Learning Format: Create
Audience Level: Applied
What We’ll Cover Today
• The Digital Marketing Mindset• Building Data-Rich Profiles• Multi-channel versus Omni-channel Marketing• Defining the Buyers Journey• How to build the Conference Marketing Plan
Digital Marketing Signaled a Shift
Digital Marketing
• Internet Marketing• Social Media Marketing• Search Engine Marketing• Content Marketing• Content Remarketing• Email Marketing• Account Based Marketing• Inbound Marketing
What’s the name of the category of software tools to help you manage all
of this? Marketing automation
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• The more I know about you, the greater likelihood I can predict your needs and deliver what you want
• The more I deliver what you want, the more trust you have in me
• The more trust you have in me, the greater the likelihood you will buy from me
The Mindset of Data-Based Marketing
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Build the most comprehensive profile possible of a user’s preferences, demographics, and activities
So How Can I Know You?
Who• Name• Address• Job Title• Education
What• Hobbies – listens to Jazz music• Lifestyle – likes espresso• Consumer Habits – drives an
SUV
When• Checks email twice a day• Checks social networks between
8p to 10p on week days• Views videos mostly on mobile
STANDARD DATA PREFERENCES BEHAVIORAL
Interest areas• Topics• ContentPreferences - How do they consume information?• Email• Website• SocialDevices• Mobile• Tablet
Building Data-Rich Profiles
Online behavior• How do they search for information?• How do they network?• How do they conduct research?• Are purchases conducted through
clicks ‘n mortar or bricks ‘n mortar?• Do they know about our competitors?Transactional History• Where do they shop?• What have they purchased with us in
the past?• What was the last item they
purchased?
What data helps drive insights? What kind of data should you collect?
How Can You Collect This Data?
Smart Martech Stack
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• AMS• Ecommerce• Email Marketing• Email Automation• CMS• LMS• Event Systems• Social Communities• Other _______________________
Activity: Circle Your Main Data Sources
• Are you tasked with growing conference numbers or maintaining?
• How do you acquire new registrants?• How many emails do you send in one day?• Do you have data / insights about your ideal
conference registrant?• Where does your time / effort go?
Activity: Fundamental Premise ExerciseTake 10 minutes to note the following:
Fundamental Premise Exercise – ERA
• Are you tasked with growing conference numbers or maintaining?• Goal: Grow• Reality: Maintain
• How do you acquire new registrants?• Direct mail, email, partners, speakers, BOD, social,
advertising, telemarketing• How many emails do you send in one day?
• No more than one per segment• Do you have data / insights about your ideal conference
registrant? • Marketing Mike
• Where does your time / effort go?• Plan coordination and organization • Creation and implementation
Take some time to write down what you know about your ideal conf registrant
Who Is Your Ideal Conference Registrant?
Write down what you know about your ideal conference registrant
BACKGROUND:
DEMOGRAPHICS:
IDENTIFIERS:
Activity: Who Is Your Ideal Conference Registrant?
Information Distribution Channels
Website• Microsites• Ecommerce• BlogsSocial• LinkedIn• Twitter• YouTubeWebinars
EventsEmail• Automation• Promotion vs RetentionAdvertising• Organic• PaidPrint• Direct Mail• Advertising
Website Other:
Social
Webinars
Events
Advertising
Activity: What Are Your Current Channels?
• Print • Digital • Partner Network• Telemarketing
ERA’s Channels
Conference Website
Organizational Website
Emails - Promotional
• Facebook• Regular updates• Paid advertising
• LinkedIn• Regular posts• Paid advertising
• Twitter• Regular updates
• YouTube• Highlights video• Video interviews
Social
Scott to input
Direct Mail
Blog Posts
Advertising - Print
Advertising - Digital
• Exhibitors• Exhibitor Invites• “I’m Going” digital button
• Speakers• “I’m Going” digital button• Social media• Video interviews
• Board and Committee Members• “I’m Going” digital button• Talking points
• External Partners• Print ads• Postcard drop• Enewsletter advertising
Partner Channels – Board / Speakers / Exhibitors
Telemarketing
• External partner• Segmented and targeted
• Members vs. Non-members• Past attendees vs. Never attended• Geography
• Timing based off key deadlines• Early bird• Hotel
Used interchangeably - but not the same!
Multi-Channel Marketing: Organizational or Brand-driven view of touchpoints used to engage with a customer or prospect• “Inside-Out” View• “Outbound”• Viewed as tactical / operational
Omni-Channel Marketing: Orchestrating the customer experience across all channels so that it is seamless, integrated and consistent• “Outside-In” View• “Inbound” • Viewed as strategic
Multi-Channel Marketing vs Omni-Channel Marketing
Multi-channel vs Omni-channel
Multi-channel perspective Omni-channel perspective
Remember we are looking to build an in-depth, comprehensive, data-rich profile of our ideal conference registrant• Optimizing the user experience as the user moves
from channel to channel maximizes our reach• Helps in predicting who are our ideal targets• Ensures right message gets to the right audience• Helps us collect additional data with each interaction
Why Does Knowing the Difference Matter?
Now Think About the Buyer’s Journey
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+5+5
+10
Total Score: 20
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Activity: What Is Your Buyer’s Journey?
ERA Buyer’s Journey - Print
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ERA Buyer’s Journey - Telemarketing
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ERA Buyer’s Journey - Digital
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In Action for ERA - AutomationHousing Info Reminder Workflow:
List of Confirmed Registrants
30 days before 8/17 deadline
(7/18)
Send Email Reminder #1
9 days before deadline (8/8)
Send Email Reminder #2
2 days before deadline (8/15)
Send Final Email Reminder
Email #1 Reminder
Email #2 Reminder
Final Email Reminder
Automation - Online Behavior
Define Your Goals & Objectives (go back to your Fundamental Premise Worksheet)• Grow or maintain numbers?• Specific group to target?• Promote additional programs?Identify Your Ideal Conference Attendee• Consider: New to the Conference OR New to the Association • Demographics• Behavior• Persona – know who they are - what problems will attending the conference
solve?Map Out the Buyer’s Journey (go back to your Buyer Journey Worksheet)
Now Identify the Key Channels to Optimize / Use• Social• Direct Mail• Email
Omni-Channel Marketing Plan – What You Need
Assess Where Your Org Is
Multi-Channel? Omni Channel?
http://pages.highroadsolution.com/sdma2017_survey
Thank You!
Maneesha MangesHighRoad SolutionPhone: 703-272-4125Email: [email protected]: @maneeshamanges
Scott OserScott Oser AssociatesPhone: 301-279-0468Email: [email protected]: @scottoser
