Multi-Media Event Marketing

MULTI-MEDIA EVENTS MARKETING

Multi-Media Events Marketing

Presented by Matt Salt & Nicole Cathcart


IntroductionsMatt Salt is the new Executive Director of the Specialized Information Publishers

Association. Prior to this he was a principal of The Langfords Group, a full-service conference planning company. Before launching this venture he was publisher for FDAnews. He joined FDAnews in July 2001 and was responsible for conferences, marketing, sponsorship, advertising and content sales. Before joining FDAnews he was conference director for Financial Times Energy, based in London and then Arlington, VA. During his time at Euromoney, prior to joining the FT, he organized coal-related events all over the globe, including Australia, Indonesia, Thailand, India, South Africa, Colombia and most major European cities, including Istanbul. He started his conference and marketing career with IBC in its London headquarters.

Nicole Cathcart is head of online marketing, events marketing and creative services at Thompson Publishing Group (Thompson Publishing, Sheshunoff Information Services, AHC Media, BioWorld and The Performance Institute). She was Vice President of Marketing at The Performance Institute and The American Strategic Management Institute, a live conference, training and consulting provider, for five years. She is completing her Masters in Digital Communications at Johns Hopkins University, with research focused on Online Engagement, Lifecycle Email Marketing and Website Usability. She can be reached at [email protected]


Agenda

• Strategy & Measures• Weighing All Your Marketing Channels

– Direct Mail– Email– Events– Web– Sales

• Incorporating Social Media


Strategy Development

1. Questions to answer:1. Are you marketing a single event, a product line, or an

entire line of business? Each demands a different marketing plan.

2. How are you calculating Return-on-Investment?3. Do you understand the technographic profile of your

target market?


Back to Basics

1. The 5 Rs: Once you have the Right Person, communicate the Right Message to the Right Audience at the Right Time in the Right Way.

2. Events marketing is about lists, lists, and lists.3. Social media isn’t really free.


Measurement and KPIs

• Baseline Acquisition Cost

• Measuring PR, on and offline– Media Audit: Coding– Social Media Measurement

• Hootsuite, TwitJump, Radian 6• More Paid: Alterian, Lithium/ScoutLabs, BrandsEye, Spiral16• More Free: HowSociable, MediaHound, Addict-o-matic


Baseline Acquisition Cost

• Define your costs (overhead, direct mail, copy, external media, list rentals, etc.)

• Be consistent• Allows you to isolate the social media expense

Baseline Acquisition

Baseline Acquisition &

Additional Labor


Direct Mail as a Marketing Channel

• List scarcity: Less lists available, but are they higher quality with higher response rates

• Co-operative databases (such as Merit Direct)• The publisher dilemma: you need to swap or rent lists from

your competitor, but is has implications• Piece Design

– Market dependent, response dependent– Is the piece designed to be stand alone or to drive

targets to the web?


Email as a Marketing Channel

• Nothing (yet) beats the ROI of an internal opt-in, email list• Build your lists with external rentals and lead generation• Supplement your lists on an event-by-event basis with

exchanges

“While ideally they still willingly opt in to commercial email, b2b open rates average only 25%, according to MarketingSherpa. …the sheer volume of email will increase the challenge of gaining recipient attention. This year the average individual will receive 5,000 opted-in emails, a volume that will rise to 9,000 or more by 2013. “

-Email marketing undergoing tumult of change (September 27, 2010). B2B Marketer


Email as Marketing Channel

• Segmentation– Demographic and Behavioral segmentation for advanced

messaging and optimal frequency

• Adding Value– SIPA as an example—contextually-relevant advertising

and combining content and advertising


Internal Sales as Channel

• Generating leads through email, online, direct mail

• The importance of qualifying leads—demographic and behavioral

• The flexibility of offers


Events as Marketing Channels

– Archived media (webinars) drive traffic for creating leads for future events

– Free or low-priced webinars are the perfect up-sell into live events, but also provide lead generation for related publications

Free/low-priced webinar

Live Event

Free/low-priced webinar

Other LOB

(Publi-cations)


Web as a Marketing Channel

• Engagement, Stickiness and Sales– The value of return users– How stickiness generates sales

*Online Survey of 484 online users. Lin, J.C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507 – 516.

Content

Context

Infrastructure

Positive Attitude

TrustIntent to Purchase

Intent to Stick


Web as a Marketing ChannelBrand-Building:

– Online Display– Partnerships (although, list

exchanges can generate sales)

Lead Generation:Traffic sources:

– Paid Search– Organic Search

Traffic captures:– White Papers– Archived Webinars– Downloadable

Catalogs/Brochures– Video/Audio Sessions


Viral Marketing & Events

• First Steps:– Is your market social? How social?– In it for lead generation? Fully-develop your up-sell

strategy– In it for brand engagement? Fully define your measures

innovators

commentersTrend spotters

cheerleadersskeptics

mavericks

Super-spreaders


Events Marketing as Viral Marketing


How social is your market?1 Search Engines - Online Portals 2 Advertising & Marketing3 Banking 4 Traditional Media

(TV, Radio, Newspapers, Magazines)

5 Toys & Games 6 HR and Recruiting 7 IT 8 Software 9 Consumer Electronics 10 Retail Apparel11 Credit Cards &

Transaction Processing12 Flowers13 Telecommunications

14 Travel & Tourism 15 Cleaning Products 16 Department Stores &

Superstores 17 Gambling & Gaming 18 Home Appliances 19 Biotechnology 20 Music 21 Aviation 22 Beauty Care23 Jewelry24 Pet Products25 Pharmaceuticals

*Netprospex Social Industry Report

http://www.netprospex.com/np/system/files/NetProspex_Social_Report_Fall2010.pdf


Use Your Experts

• Speakers, Authors, Trainers, Editors– Instrumental for measurement– Often already have followings/communities


Common Social Media Sites

– Linkedin.com– Youtube.com– Twitter– Facebook– Industry-specific sites

“THE MEDIAN AGE OF A TWITTER USER IS 31, WHICH HAS REMAINED STABLE OVER THE PAST YEAR. THE MEDIAN AGE FOR MYSPACE IS NOW 26, DOWN FROM 27 IN MAY 2008, AND THE MEDIAN AGE FOR LINKEDIN IS NOW 39, DOWN FROM 40. FACEBOOK, HOWEVER, IS GRAYING A BIT: THE MEDIAN AGE FOR THIS SOCIAL NETWORK SITE IS NOW 33, UP FROM 26 IN MAY 2008.”

Pew Internet & American Life Project. (2009, April). Trend Data—Usage Over Time [Data file]. Available from Pew Internet & American Life Project Web site, http://pewinternet.org/Trend-Data/Usage-Over-Time.aspx


Linkedin.com

• LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year.

• There are now 11m LinkedIn users across Europe. • India is currently the fastest-growing country to use LinkedIn, with around

3m total users.


Twitter.com

• Twitter users – 19% of online adults (Pew)• Top Tweeting Industries? 1. Search/Portals 2. Media 3. Banking 4.

Advertising 5. National Parks

• Top Tweeting Functions? 1. Marketing 2. HR 3. Comm/PR 4. IT 5. Sales

• Survey the market• Identity the

influencers• Promote the names


A Word on Live Tweeting

– Enhancing the event– Building a following for further promotion (Invite

influential tweeters/bloggers)– A super-responsive Customer Service Channel


YouTube

- 2 Billion views a day- 3rd most visited website (Alexa)- Localized in 23 countries across 24 different languages- 15 The average number of minutes people spend on the site each day- 70% of YouTube traffic comes from outside the U.S.- 1700 Years it would take you to watch the hundreds of millions of videos on YouTube

May 16, 2010. Five Years In, YouTube Is Now Streaming Two Billion Views Per Day. http://techcrunch.com/2010/05/16/five-years-in-youtube-is-now-streaming-two-billion-videos-per-day/


FaceBook

•Facebook claims that 50% of active users log into the site each day. This would mean at

least 175m users every 24 hours… A considerable increase from the previous 120m. •There are more than 3.5bn pieces of content (web links, news stories, blog posts,

etc.) shared each week on Facebook. •More than 700,000 local businesses have active Pages on Facebook. •Purpose-built Facebook pages have created more than 5.3bn fans. •More than 250 Facebook applications have over a million combined users each month. •About 70% of Facebook users are outside the USA.

•Create a page

•Syndicate your content

•B2C focus

http://econsultancy.com/us/blog/5324-20+-mind-blowing-social-media-statistics-revisited


Industry-Specific Communities

• GovLoop ‘The Facebook of the Feds’

• 35,000+ members• Groups, Forums,

Events Listings—all free

• Join the discussion, partner with the organization


Best social media sites to drive traffic?

• Digg• StumbleUpon

From the CMO’s Guide to the Social Media Landscape: http://www.penn-olson.com/wp-content/uploads/2010/03/CMO-SOCIAL-LANDSCAPE.jpg


Best sites for SEO?

• Flickr• YouTube• Digg• StumbleUpon• Del.icio.us



Best social media sites for customer engagement?

• Twitter• FaceBook• YouTube



Best social media sites for brand building?

• Twitter• FaceBook• LinkedIn• YouTube• Digg



Developing Communities

– Developing Communities of Practice

– Developing function or industry-based communities:• http://crowdvine.com/• http://pathable.com/• http://www.thesocialcollective.com/


Questions?

Business

Multi-Media Event Marketing