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7 Event Marketing Sins You’re Committing
+Webinar rules of engagement
● Quick housekeeping!
● Ask as many questions as you’d like! We’ll tackle as many as we can throughout the webinar and at the end. For any lingering questions, you can always contact us.
● Leave any time!
● Steal everything!
● Don’t forget, we’ll send out the recording all who have registered.
● Reminder: Amazon Gift Card Giveaway!
+Introductions
Laura LopezCommunity Manager @ Social Tables
Social Tables: The #1 software for planners and properties to work together online, we are the industry leading provider of cloud-based collaboration software that positions teams to work together online.
+Introductions
Jose Gallegos Community Strategist @ TINT
TINT: Where your content and community come together. Trusted by over 45,000+ brands worldwide.
+Agenda
In today’s webinar, we’ll tackle the 7 event marketing sins and solutions to overcome these challenges.
● Not Having a Pre-Event Promotion Strategy● Not Leveraging Event Technology● Not Using Platforms for Attendee Engagement● Not Setting Up an Event Hashtag● Not Enlisting the Help of Your Community● Forgetting about Giveaways● Not Taking Advantage of the Event Follow-up
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Exercise! Take the next 15 seconds and brainstorm why people attend events.
+Why do people attend events?
Source:Marriott’s Meetings Imagined
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Raise your hand if…
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Reality Check Even if you’ve committed this marketing sin, there’s a way to bounce back .
Sin: Not Having a Pre-Event Promotion Strategy
+Sin: Not Leveraging Event Technology
There’s a tech tool for that.
● Speaker engagement?
● Event website?
● Include remote attendees?
● Disseminate event communications?
Source: Social Tables
+Sin: Not Using Platforms for Attendee Engagement
How do you motivate your audience to bring offline conversation to their online networks?
TINT & Zoomph
User Generated Content is Powerful!
+Sin: Not Setting Up an Event Hashtag
The Event Hashtag:
One of the easiest touch points for talking about your event in pre-, during, and post-event communications.
Why use a hashtag?
● It’s the #1, free marketing tool for your event.● Glean ideas on what attendees want to see (or
not) from your event to build a better experience.
● Spark conversations during the event.● Keep the conversation going, post-event.
Source: Tweet Beam
+Sin: Not Enlisting the Help of Your Community
Scary fact: 50% of all event ticket sales are made in the week of your event.
Not so scary fact: Your potential event attendees are all people you know (and likely communicate with regularly).
● According to research by McKinsey and Company, anywhere between 20% to 50% of a company’s revenue is driven by referrals and/or word of mouth. In some industries this number may even be as high as 80%!
+Translation: If events tie into your company’s lead/ revenue generation, you should be leveraging the potentially 80% of your customer base that is willing to refer you and your events.
Source: Promoter.io
+Sin: Forgetting About Giveaways
● Don’t be basic!
● Find out what your audience cares about. It’s more than just giving away a product, it's giving finding a common ground and building a connection.
● Giveaway something that will help them with their job
● Examples: Community Managers - Social Media Calendar, Social Media Book, ChecklistCEO’s - Personal development resource, networking event
+Sin: Not Taking Advantage of the Event Follow-up
The show’s over… so why is the event follow-up important?
Source: Marketo
1. Critical for staying top of mind with post-show leads.2. Glean ideas on how to improve next year’s event.3. Gives you an opportunity to track your event’s ROI.4. Did you meet your event’s objectives? # of attendees? Reach
target audience?5. Provide an added layer of value, outside of the event.6. One last effort to ride the event engagement wave.
+Sin: Not Taking Advantage of the Event Follow-up
What makes for a great event follow-up?
● It has to be timely.● Leverage your most effective mode of communication.
○ Email: How can you continue to provide value? ○ Social media: Send thank yous to sponsors or speakers,
outspoken attendees. Show people what they missed.○ Content: Blog post featuring highlights from the event,
attendee testimonials● Provide an offer to those who attended.
○ Special deal on next year’s event, early access to a product, contest entry. Source: AMA, Social Tables
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Q & A
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Amazon Gift Card Giveaway
Drumroll please...
