Sandra Flores and Event Marketing

© Constant Contact 2016

Campaigns That Drive Action

Events and Online Registration


Sandra FloresBusiness Solutionist

832-915-0706

Welcome

"We provide motivated small to mid size companies money making processes.

So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

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Pull response

Push content

What are campaigns?

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John

Doe

[email protected]

[email protected]

Pull registrations

Push invitations

What are campaigns?

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Types of events

Seminars & lectures

Workshops & classes

Conferences

Networking &

gatheringsFundraiser

s & galas

Agenda

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1.Why run an event?2.Event promotion3.Why use online registration?4.Post-event actions & follow-up

(survey!)5.Next steps

Agenda

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1. Why run an event?

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What’s your goal?1. Why run an event?

Create engagement

Raise money or drive

purchases

Grow your list

Reward loyalty

EducateCelebrate milestones

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Entice to stay in touch

Engage people

Engagement drives social visibility

Provide a “wow!”experience

Date/time conflict

Other Location Cost

50.50%

29.00%

10.04%0.01%

200,000 RSVPs x .01% = 20

Don’t be afraid to charge for your event.

Agenda

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2. Event promotion

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2. Event promotion

Create Buzz (5-6 weeks out)

Give attendees time for planning, booking travel, donations, etc…

Increase Registration (3-4 weeks out) Maximize Attendance

(2 weeks out to event date)Event Date

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2. Event promotion

Create Buzz (5-6 weeks out)

Feature the event and registration page on your website

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2. Event promotion

Publicize your event... list it.

Social MediaEvent directories

Local paper Event calendarsCo-marketing

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2. Event promotion

Then? Leverage your newsletter.

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2. Event promotion

Invitations (email & paper)

Increase Registration (3-4 weeks

out)

Social media posts

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You’re almost there... take it home!

2. Event promotion

Maximize Attendance

(2 weeks out to event date)

Send email reminders

Provide tickets or confirmation

Reminder on event website or homepage

Updates & reminders on social media

Agenda

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3. Why use online registration?

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Event details

The invitation... keep it simple.

Remember to use an interesting subject line!

Logo / Graphics

Compelling message for attendance

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The registration form... don’t do this.

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The registration form... keep it simple.

Event detailsSimple form fields

Logo / Graphics

Brief description

Event name

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Do they know it’s you?

What should you collect?


Demographics &

LogisticsNumber of Guests

Session Options

Event Specific

InformationPayment Method

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Meal & Giveaway Info (Food

Preferences, Clothing Sizes)

Leading Questions (Child’s School?)

Food Allergies or

Restrictions

Emergency Contact

InformationAccessibilit

y and Other Needs

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data in...

BadOpen-ended

questions

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data in... data out. …

Bad

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Good data in...

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…Good data out.

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Considerate of timeFree of typos


Test it yourself first.

Simple & clearCheck that it is:

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Backyard Tent Rental

You have the information... what’s next?

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Social proof... Make it work for you.

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Make social proof work for you.

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Think beyond the event.


Demographics &


Session Options

Event Specific

InformationPayment Method

Grow your email list.Build new customer/supporter relationships.

Demographics &


Improve future event planning & marketing efforts.

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Payment & donation options matter.


Check or credit card

Pay at the doorCredit card processors

Online payment solutions

Agenda

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1.Why run an event?2.Event promotion3.Online registration – why bother?4.Post-event actions & follow-up


4. Post-event actions & follow-up

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The most important thing you can do after the event, say...“Thank you”!

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Review statistics and data.

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Collect pictures and videos.

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Get feedback with a survey.# of “very satisfied” + # of “somewhat satisfied” ÷ total

responses = ?

Satisfaction score

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Get feedback with a survey.

• Event venue• Time / time of

year• Food• Entertainment• Speaking

program• Interests• Demographics• Newsletter sign-

up

Agenda

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1.Why run an event?2.Event promotion3.Online registration – why bother?4.Post-event actions & follow-up


5. Next steps

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5. Next steps

ChecklistsInvitations & Registration Reminder Email Follow-up Email

☐ Make sure the host organization is obvious (not just the logo). Place your logo left or center, use a text link.

☐ Reconfirm their registration ☐ Say “Thank you”!!

☐ Include date/time/location/topic ☐ Note if there is a waitlist or the event is full

☐ Include at least one photo from the event!

☐ Sign-up link should be obvious and above the scroll line

☐ Describe check-in process, where to park, what to bring, emergency contact information.

☐ Ask to participate in your survey

☐ Don’t give details that distract from signup

☐ This can be a long email. Provide as much information as your attendees need to have an enjoyable experience.

☐ Ask attendees to post, tweet, comment about their experience

• Provide links to your social media channels

• Provide sample content – write some tweets for them

☐ Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.

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5. Next steps

Online vs. Offline Registration Tools The Registration Form

Make processing RSVPs & collecting fees EASY

Registration is available 24/7Collect all of your information in one

place

Keep it simple, collect only what you need

Good data in = good data outPromote “social proof”

Use data to inform future business decisions

Carry your brand throughPayment options matter

Timing matters! Send reminders!


All the channels that matter.Email. Mobile. Social.

Grow with Constant Contact

All the marketing campaigns you need together in one place.

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

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Questions?

Small Business & Entrepreneurship

Sandra Flores and Event Marketing