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Increase & reward loyalty while driving new customers to your door. This presentation provides a deeper look into the place that events hold as a marketing tool, provide some best practices around promoting the event and go in-depth into best practices for online registration for events. At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. One important campaign type that many nonprofits and small businesses have used, but would like to learn more about, revolves around Events. When you run an event you want to make sure that you leave ample time for the promotional activities that will drive your registrations, and you want to create and provide an optimal online registration experience. If you have run events or are considering running events, and you’d like to build on your knowledge of these two important elements of running a successful event, this session is for you. Attendees of this presentation will learn: Types of events (more than just fundraisers), goals for events, a quick note on charging or not and events as part of the Engagement Marketing cycle Promoting the event (with a sample promotional schedule and activities) Making the most of an online registration tool, with best practices focused on what information to ask for on registration form, social proof, payment/donation options, etc. Post-event actions, including review of stats and social activity and sending out a survey Please note: this session will not be addressing best practices around event planning topics like venue selection, planning event entertainment or dining options, running fundraising activities like live or silent auctions, etc. It is focused on helping the audience promote their event and streamline the online registration process.
Citation preview
Campaigns That Drive Action: Events and Online Registration
© 2014
2
Accredited Local Expert, Constant Contact
Frithjof Petscheleit
facebook.com/BusinessBlueBird
@BlueBirdBC
3
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
Agenda
Types of events
Why run an event?
Event promotion
Online registration – why bother?
Post-event actions & follow-up (survey!)
Next steps
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
6
marketing
Types of events
At its core, marketing is abouteliciting a physical and measureable
response
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Pull response
Types of events
What are
campaigns?
Push content
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Pull registrations
Types of events
What are
campaigns?
Push invitations
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Types of events
Seminarsand lectures
Workshops and classes
Social and networking
Conferences
Fundraisers and galas
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
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Why run one?
What’s your goal?
Raise money or drive purchases
Create engagement
Celebrate milestones
Reward loyalty
Grow your list
Educate
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Why run one?
To charge or not…
Don’t be afraid to charge for your event!
50.50%
29.00%
10.04%
0.01%
Date/timeconflict
LocationOther Cost
200,000 RSVPs x .01% = 20
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A note about engagement…
ENTICE to stay in touch
ENGAGE People
Engagement drives SOCIAL
VISIBILITY
Provide a “Wow!”EXPERIENCE
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Increase registration (3-4 weeks out)
Maximize attendance(2 weeks out to event date)
Save the date!Allow time for planning, booking travel, donations, etc…
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature event info on website
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature event info on website
List your event publicly
Event directoriesEvents in AmericaLocal paperLocal event calendarsCo-marketing
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Promotion
Communication schedule
Increase registration (3-4 weeks out)
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Promotion
Communication schedule
Increase registration (3-4 weeks out)
Social media posts & sharingFacebook events app
Invitations: paper and email
Registration formEvent homepage
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Promotion
Communication schedule
Maximize attendance(2 weeks out to event date)
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Promotion
Communication schedule
Maximize attendance(2 weeks out to event date)
Provide tickets or confirmation
Send email reminders
Reminder on event website or homepage
Updates and reminders on social media
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Offline Paper
39%
%
Exc
el &
oth
er
spre
adsh
ee
ts 37%
Ph
one
25%
Ou
tloo
k a
nd
oth
er
emai
l
23%P
ost
al s
ervi
ce
12% 12%
Fa
x o
r “n
o
resp
ons
e g
ive
n”
6%
Oth
er
Registration
“Online” registration
%
Guest informationMeal requestsEvent feesCommunications
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Registration
Information all in one place
Easier.Available 24/7RSVPs and declinesPaymentsSell items, track donations
2750%Percentage of invitees(who received paper invites) that want to register online-- Direct Marketing Association
Registration
The more it’s used…
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Registration
Keep it simple: invitationThe subject line matters!
Event details
Logo or simple
graphics
Compelling message, why to attend
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Registration
No kitchen sinks (please!)
14Separate pieces of information requested
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Registration
Do they know it’s you?
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Registration
Keep it simple: registration page
Event details
Logo or simple
graphics Brief description of event
Event name
Simple form fields
Presentation Design Workshop
Wondering how to make your next presentation the best you've ever delivered? Attend this workshop and learn how to approach developing your content, the design process (including some PowerPoint power tips) and the delivery of your story. Laptops and questions are welcome!
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Registration
1: What should you collect?
Demographics
Bringing guests?
Time/session requested
Event specific
information
Payment method
Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings, adjust staffing, add/remove options
Monitor meal options, clothing sizes/quantity, audience compositionPlan/adjust event finances
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Registration
2: What should you collect?
Demographics
Bringing guests?
Time/session requested
Event specific information
Payment method
Meals, giveaways (size for clothing, etc)
What school does your child attend?
Food allergies or restrictions
Emergency contact information
Any special needs
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Bad data outBad data in
Open-ended questions
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Good data out
Good data in
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Registration
You are the first test subject
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1
3 “It should only take you ___ minutes to complete your registration.”
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Registration
You have the information. Now what?
38
Registration
You have the information. Now what?
Social proof
2
1
3
39
Registration
Extend the “proof”
Presentation Design Workshop
40
Registration
Think beyond the event
Demographics
Bringing guests?
Time/session requested
Event specific
information
Payment method
Improve future event planningand marketing effortsBuild new customer/supporter relationshipsGrow your email list
41
Registration
Payment & donation options matter
Credit cardCheck
Online payment solutions
Cash
Credit cardprocessors Check
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Registration
Payment & donation options matters
Online payment solutions
Check Credit card Cash
CheckCredit cardprocessors
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
The most important thingyou have to do after the event
Thank you.Say
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Post-event
Review statistics and data
Identify shows & no-shows
Review revenue or funds raised
Segment follow-up lists based on registration questions, activities participated in or behaviors
%
46
Post-event
Collect pictures and videos
47
Post-event
Review social media activityTweets over time
Post-event
Get feedback with a surveySatisfaction score
Number “very satisfied”
Number “somewhat satisfied”
Total responses
Post-event
Get feedback with a surveyKey insights
Event venue
Time / time of year
Food
Entertainment
Speaking program
Interests
Demographics
Newsletter sign-up
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Make sure the host organization is very obvious, not just the logoPlace your logo left or center, use a text link
Checklist Invitations & Registration
Include date/time/location/topic
Sign-up link should be most obvious, if not ONLY option, and be above the scroll line
Don’t give details that distract from signup
Reconfirm their registration
Checklist Reminder Email
Note if there is a waitlist or the event is full
Describe check-in process, where to park, what to bring, emergency contact information…
This can be a long email…really! Provide as much information as your attendees will need to ensure they have an enjoyable experience.
Say “Thank you”!!
Checklist Follow-up email
Include at least one photo from the event!
Ask to participate in your survey
Ask attendees to post, tweet, comment about their experienceProvide links to your social media channelsProvide them with sample content – write out 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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Easier.
Next steps
Online vs. offline
1 2 3Easily processRSVPs and collect fees
Registration is available 24/7
Collect all of your information in one place
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Next steps
Collect only what you need
2
43
Good data in = good data out
Promote“social proof”
Use data to inform future business decisions
2
SUBMIT
1SURVEY
Keep it simple, collect only
what you need 1
56
Next steps
Make it easy for them
1 2 3Look like you!Brand your communications.
Payment options matter. Provide more than one!
Timing matters…give enough time to plan ahead.
Q&AStrategies for a digital world
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
59
SPECIAL OFFERSign up for your Constant Contact Account Today• Free Campaign Design($199 value)• Free Initial Account Set-Up( $120)
• 30 Minute Consultation• List upload• List segmentation• Free Webinar or Quickstart workshop
For Existing Customers• 30 Minute Review of your last campaign($65)
• Review content• Review subject• Review results metrics• Discuss possible improvements
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
61
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
Frithjof PetscheleitBlueBird Business Consulting
• Constant Contact Authorized Local Expert
http://businessbluebird.com @[email protected]
YOURPHOTOHERE
YOURLOGO HERE
