With new forms of digital marketing coming to life every day, it’s important to make sure your company’s brand and voice is consistently represented, that messages are straightforward and that each endeavor stays true to your company’s vision. From social media and email marketing, to public relations and digital communications, it’s vital to create a marketing plan and track your performance while maintaining a consistent message that’s on par with your brand.
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The Event Marketer's Toolkit Important Strategies to Implement
Now
#ElevateDCTamara Mendelsohn & Kelley McCormick Agenda
Create and track a marketing plan that is designed to maximize all
of the appropriate marketing channels, while staying true to your
brand
#ElevateDCTamara Mendelsohn & Kelley McCormick What Youll
Learn Today Build a marketing plan with an extended lifecycle How
to integrate PR/marketing/social media to achieve success See best
practices on building awareness, drive conversion, and building
engagement
#ElevateDCTamara Mendelsohn & Kelley McCormick People need
to hear and see things 3 to 5 times for it to affect a behavior
change. Herbert Krugman
#ElevateDCTamara Mendelsohn & Kelley McCormick Before: Plan
Evaluate your Assets News value? Celebrities? Timeliness? Build a
Marketing Plan Consider all of channels to create integrated
approach: digital presence, influencer marketing, media relations,
social media Your Calendar is KEY: Pulse out the promotions,
preview events, emails, announcements and news coverage over an
extended period of time leading up to the event
#ElevateDCTamara Mendelsohn & Kelley McCormick Sample
Calendar Pre-Event Week #1 Pre-Event Week #2 Pre-Event Week #3
Pre-Event Week #4 Event Post-Event Week #1 Post-Event Week #2 Media
Relations Announce news Host preview event Media relations Press
release recap + photos Social Media Send event video highlights
Invite to join a group Influencers Design comp strategy / extend
invite Host preview reception Meet and greet opps and photos stops
Post-game event Digital Presence Cross- Promotional / Charity
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Build Expectations Explain the value proposition of your event Can
they learn, earn or brag? Use multiple pieces of content
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Build Curiosity Evaluate all of your assets to drive news coverage
and social media buzz Ask your MC, speakers, honoree to help get
the word out Drive cross-promotional opportunities Activate a
relevant charitable component Consider influencer marketing Whats
your comp strategy? Host pre-event activities
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Influencer Events Hosted events honoring an event honoree or emcee
can be another way of driving influencer awareness and social media
buzz before the event
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Preview Events Week-ahead and day-before events can drive
additional news coverage for your event
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Drive Social Media Buzz Desk or newsroom drops are a great way to
catch attention
#ElevateDCTamara Mendelsohn & Kelley McCormick Before:
Drive Conversion Build traffic Obsess over your conversion rate
Incent procrastinators to buy early
Consider the user path The Basics What, When, Where The Hook
Why, Who The Details What to wear/bring, Transportation,
Refund/Transfer Policy, Contact Info
Make fields earn their keep
#ElevateDCTamara Mendelsohn & Kelley McCormick Pageload
matters. 1second delayin pageresponsetimecan result in a
7%reduction in conversion
#ElevateDCTamara Mendelsohn & Kelley McCormick Mobile:
todays platform 25% of our event pagetrafc comesfrom mobiledevices
336%growth in grossticket sales from 2012to 2013
#ElevateDCTamara Mendelsohn & Kelley McCormick Step 3
Change the timing game
#ElevateDCTamara Mendelsohn & Kelley McCormick Average
lifecycle of a fundraiser
#ElevateDCTamara Mendelsohn & Kelley McCormick At what
point has an event sold 1/2 of its tickets?
#ElevateDCTamara Mendelsohn & Kelley McCormick Understand
Your Sales Cycle Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Week 8 Elevate Sales by Week 3 Days Flash sale Partner Promotion
Procrastinators
#ElevateDCTamara Mendelsohn & Kelley McCormick
#ElevateDCTamara Mendelsohn & Kelley McCormick During:
Generate News Imagine headlines that you want and work to achieve
them Create productive work environment for the media Mult-box,
wi-fi, food plus access to newsmakers Consider green room
interviews Issue press release / hold press conference Hire a house
photographer Service photos along with captions and IDs
#ElevateDCTamara Mendelsohn & Kelley McCormick During: Red
Carpets Purpose: clean shots of the celebrities with strong showing
of sponsor logos Purpose: interesting juxtaposition to tell a story
about your event
#ElevateDCTamara Mendelsohn & Kelley McCormick During:
Photo Opps for News Media
#ElevateDCTamara Mendelsohn & Kelley McCormick During:
Social Media Live tweeting, Qs, blog Encourage engagement with app
or hashtag Build a content bank
#ElevateDCTamara Mendelsohn & Kelley McCormick Live
Tweeting
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Extend Momentum Retain and build momentum to build brand for future
events Follow up with reporters with release, photos and other
tidbits Playback event highlights + media coverage through your
social media channels
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Diagram of a Post-Event Recap #1: Remind everyone about your
headliner
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Diagram of a Post-Event Recap #2: Create LOTS of great highlights
content #3: Ask them to follow you Gallery: Aspen Ideas in Photos
Catch Up on "The Top Five" Series Our roving photographers
caughtthe biggest moments on and offstage.Take a look through all
our photos and experience some ofwhat this year's festival had to
offer. We've chronicled the top five things you mighthave missed
from each day at Aspen. Visit each "Top 5" postto catch up: June
26, June 27, June 28, June 29, June 30, July 1, and July 2. View
the Gallery Read more An Equation for Happiness Results of
Marijuana Legalization: Still Hazy What can we learn from the happy
man on the little dirt road less taken? Arthur Brooks,
PresidentofAEI, shares his insights. Governor John Hickenlooper
caughtup with journalistKatie Couric to discuss the effects of
legalization in the state Colorado. Read more Read more How to
Unlock Your Inner Creative Influential Ideas: From the
Audience
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Diagram of a Post-Event Recap #4: Create additional sponsor real
estate
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Extend Momentum Youve created a flash community provide opportunity
for them to stay connected LinkedIn group, shared photo album,
email sign-up
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Extend Momentum Tag or be tagged in event photos
#ElevateDCTamara Mendelsohn & Kelley McCormick After:
Personalized Thanks Delivered right after the final event
Personalized Delight and surprise factor
#ElevateDCTamara Mendelsohn & Kelley McCormick 1. Integrate
your marketing to maximize buzz via 5+ touches. Theres no silver
bullet. The content is the glue. 2. Pulse your marketing during the
entire event life cycle Before, During and After the Event 3.
Measure everything. Your conversion rate is the key for getting
more from your efforts. In conclusion
