David Añon: Event Marketing in the Digital Age #SFIMA

PowerPoint Presentation

EVENT MARKETING

IN THE

DIGITAL AGE

FLOOR PLAN

We are being consumed by DATAFOMOBeen working in events for many years Consumer or more trade focusedManaging over a quarter of a million dollars in marketing funds you still need to focus on ROISat down with the agency and said youre still going to get the money but I want to transform the way we engage with consumers. Lets shift perception and make BB a lifestyle/consumer brandFocused on SPORTS, MUSIC, FASHION, MEDIA/ENTERTAINMENTBBM was really taking off1. Focused on youth MTV / DEMO, POPLAND, SCRIPT WRITING PRODUCT INTEGRATION, DRESS SELECTION, EXTRAS UNIVERSITY EVENTS in COLOMBIA2. QVIVA THE CHOSEN- CASTING, DIGITAL/SOCIAL, PRODUCT INTEGRATION, LIVE SHOW in VEGAS

TARGET AUDIENCE

KNOWING WHO YOU WANT TO REACH

Not B2C or B2B, H2H ExperienceKnowing who your target audience(s) is/are is critical and more importantly is then knowing their typical social/digital behavior Contributing Factors:AgeSEXRaceFamily / Friends / ColleaguesAssociations / InterestsGeographical location

In our case varying industries converge at eMERGE. Audiences/Targets VC, Startups, Journalists, Tech Enthusiasts, Gov Officials, Students, MNC, Intl, Countries

RELEVANT CONTENT

BUILDING THOUGHT LEADERSHIP

We are a technology and innovation event With that comes responsibility cool techie things, experiences, thought provoking speakers/panelists

AN EXPERIENCE

A JOURNEY THROUGH INNOVATION

DISCOVER, CONNET, BE INSPIREDJourney Through Innovation had to be communicated throughout the entire spectrumContent, Experiential, PR, Marketing (Digital/Social), Attendee Experience

Technology Conference / Genuine Tech ExperienceYou cant position, you can drive factors that consumers then associate your brand and hence position it.

INTEGRATED MARKETING

ALIGNMENT OF MARKETING CHANNELS

Uniformity is critical in a small business with big aspirations and limited budget/resources

INTEGRATED MARKETINGHIGHLIGHTS:RELAUNCHED NOV 2015MOBILE RESPONSIVEFULLY BILINGUALWORDPRESS PLATFORMCONTENT MANAGED INHOUSETHIRD PARTY INTEGRATIONSCHED, APP, EVENTBRITE, SOCIALCRM INTEGRATIONSUBSCRIBE MAILCHIMPSALES LEAD CAPTURINGBEHAVIOR GOOGLE ANALYTICSDRIVING CAMPAIGN EXECUTIONCONTENT COMMUNICATION

WEBSITE

Bilingual website (wordpress)Content management complexitySCHEDEVENTBASEEVENTBRITE with SOCIAL connection/amplificationSPONSOR pagesWIT, EGOV, EA, STARTUP


MOBILE APP

HIGHLIGHTS:RELAUNCHED FOR 2016 EVENTBACKEND DATA INTEGRATION WITH SCHED, EVENTBRITE, AND SOCIALATTENDEE PROFILE FEATURECUSTOMIZE AGENDA, MEETUP FEATURE, RECOMMENDED ATTENDEES AND CONTENTSPONSOR FEATURESSPLASH PAGEMEETING FEATURENOTIFICATIONS COMMUNICATIONS LOG

WEBSITE, SCHED, EVENTBASE, RFID, SMS, TXT, IMAGES, SURVEYS, INTERACTIVE, PARTNER SUPPORT, MEETUP FEATURE


DIGITALHIGHLIGHTS:DIGITAL MEDIA BUYFACEBOOK, TWITTER, LINKEDINSEGMENTED TARGETS / PERSONASFOCUS: REGISTRATION AND CONTENT/BRANDSALL ASSETS POINTED TO REGISTRATION

Paid, earned, owned channelsPAID FB, TWITER, LINKEDIN


DATABASEHIGHLIGHTS:INCREASED DATABASE THROUGHLOCAL ACTIVATIONS (DOMESTIC)BARTERS AGREEMENTSELEVATE (LATAM)PCWORLD/CIO LA (LATAM)CRM INTEGRATIONSUBSCRIBE MAILCHIMPSALES LEAD CAPTURINGEVENTBRITE REGISTRATIONMANDATORY FIELDSFOCUSED COMMUNICATIONSeGOV, WIT, eMERGE

Nuturing the database Required fields not open in order to allow backend quiries and sortingPOP- fron page CRM basic infoEA, WIT, eGOV, Startup, Hackathon, Networking Events


SOCIALHIGHLIGHTS:SOCIAL MEDIA CAMPAIGNSCOMMUNITY MANAGEMENTONSITE ACTIVATION#ASKTONY HAWK, #EA16TWITTER:200 MILLION IMPRESSIONS FROM 7,239 TWITTER MENTIONS OF#EA16 BY 2,308 USERS. ONCE AGAIN, WE WERE TRENDING IN MIAMI.FACEBOOK:AN INCREASE IN TOTAL PAGE LIKES AND AN INCREASE IN PAGE REACH DURING CONFERENCE DAY. DURING THE CONFERENCE DAYS REACHED MORE THAN 15,000 PEOPLE ORGANICALLY. THAT'S AN AUDIENCE LARGER THAN THE CURRENT FAN BASE OF THE PAGE- THIS IS A GOOD THING!INSTAGRAM:PUSHED OUT OVER 50 PIECES OF CONTENT ON THIS PLATFORM ALONE. INCREASED INSTAGRAM FOLLOWERS BY 489 USERS AND GENERATED 2,599 INSTAGRAM POST LIKES.

#ASK TONY HAWK


OOH - DISPLAYHIGHLIGHTS:BARTER / SPONSOR SUPPORTCLEARCHANNELMIAMI INTERNATIONAL AIRPORTMIAMI CHILDRENS MUSEUMMIAMI HEATLOCAL FOCUSDRIVE AWARENESS AND REGISTRATIONMOBILE GEO-TARGETING CAMPAIGNBUSINESS NEIGHBORHOODSCORAL GABLES, BLUE LAGOON, WYNWOOD, BRICKELL

TRADITIONAL GOES DIGITALOOH Digital DisplaysClearChannel activation along with AT&T, push notifications to subscribers regarding the event when nearing the OOH itself.Geo-Target areas (Wynwood, Brickeel, Doral, Coral Gables)


ON-AIRHIGHLIGHTS:SCRIPT / PRODUCE ON-AIR SPOTS15 AND 30 SEC SPOTS FOR CNBC, NBC6, TELEMUNDO, TELEMUNDO 51ENGLISH AND SPANISH6 WEEK ON-AIR CAMPAIGN (NATIONAL AND LOCAL)


PRINTHIGHLIGHTS:SPONSOR PRINT CAMPAIGNSLOCAL MIAMI HERALDLATAM CAPITAL ANALYTICSAMERICA ECONOMIA (LATAM PANREGIONAL)


PUBLIC RELATIONSHIGHLIGHTS:KEY PRE / POST ANNOUNCEMENTSINTL PRESS INITIATIVEONSITE PRESS BREAKFAST (35+ JOURNALIST)+120 JOURNALIST REGISTERED FOR EMERGEONSITE EXPO FLOOR VIDEO INTERVIEW STAGE ACTIVATIONONSITE OFFICE HOURS WITH TECH CRUNCHTOP PUBLICATIONSFORBES, TECH CRUNCH, MIAMI HERALD, EXAME, PC WORLD, CIO, BN AMERICAS, AMERICA ECONOMIA

2nd Forbes Mention: Forget Silicon Valley: Six Cities That Offer Better Value for Growing Startups Digital Trends (English): Meet the Ambitious Italian Who Wants to Build a Hyperloop You Can Ride for FreeTerra: eMerge Anuncia su Cuarta Edicion Para Junio 2017 EFE / FOX News Latino: Latam Techies Present Online Innovations at eMerge

2.6 Billion Media Impressions


ENGAGEMENT PROGRAMS HIGHLIGHTS:110 COMMUNITY PARTNERS IDENTIFIED AND ACTIVATEDMARCH MADNESS PROGRAMUNIVERSITY STUDENT ENGAGEMENT PROGRAM

MEDIA SUPPORTER PROGRAMSTARTUP PROGRAMINTERNATIONAL DELEGATE PROGRAMPRODUCT ANNOUNCEMENT / LAUNCH PROGRAM

SPONSOR ACTIVATION PROGRAMMARCH MADNESS / MIAMI HEAT SUITEWINNERS: KINGDOM OF THE NETHERLANDSBROUGHT A DELEGATION OF 50 FROM HOLLAND AND CURACAO


COMMUNICATIONSHIGHLIGHTS:EMAIL COMMUNICATIONS TO THE EXISTING EMERGE DATABASE140 COMMUNICATIONS DISTRIBUTED SINCE JAN.11MAILCHIMP SYSTEMNEWSLETTERSPRICING ANNOUNCEMENTSSPEAKERS/CONTENT UPDATESSPONSOR PROMOTIONSAND MORE


ALLIANCESHIGHLIGHTS:BARTER AGREEMENTS REACHED WITH:PC WORLD LATAMCIO LATAMBN AMERICASAMERICA ECONOMIACAPITAL ANALYTICSPR NEWSWIREELEVATE (DATABASE)CLEARCHANNELDIAGEO (BUCHANANS)INCREASE MEDIA COVERAGE IN LATAMMITIGATE COSTS


EXPERIENTIALHIGHLIGHTS:LOCAL ACTIVATIONSMULTIPLE TRI-COUNTY ACTIVATIONS (EX. SUPX, CAPITAL ANALYTICS, LATIN TRADE, ETC..)ONSITE ACTIVATIONSVIDEO-SONGEXPO FLOOR INTERVIEWSINTERNATIONAL ACTIVATIONSLATAM ROADSHOWUK PRESENCESPAIN PRESENCEBRAZIL STARTUP EVENTPROGRAM GUIDE DEVELOPMENT

A 360APPROACH