For more tips, view the free webinar video: www.HubSpot.com/events

1. How to Excel at Event Marketing

2. Meet today’s speakers:
Heidi Tobias Maggie Georgieva
Senior Manager of Distance Learning, Constant Contact Inbound Marketing Manager, HubSpot
@htoby @mgieva

3. Challenge
Image credit: Digitalnative

4. Top 3 challenges
1 Getting people to respond to invites
2 Getting people to pay attention to invites
3 Minimizing no shows
Challenge

5. Agenda:
1 What do you and your attendees want?
2 Break through the noise
3 What are your promo channels?
4 Social media + events
Challenge
6 Post-event activities & follow-up

6. WHAT DO YOU
AND YOUR
ATTENDEES
WANT?

7. What do you want to accomplish?
Your why for having an event determines:
1 Type and content
2 Desired result
3 How to measure ROI

8. What do
attendees
want?

9. Learn what attendees desire:
1 What of our past events have you attended?
2 Why do you attend events?
3 What types of events interest you?
4 What social media tools do you use?
Ask the uncomfortable question about a previous event:
“What didn’t you like about our last event?”

10. Top 3 things attendees want:
1 What is in it for me?
2 Why would I want to attend?
3 What topics/trends drive a response?

11. Event success
Event organizers wanted:
• Increase attendees to events
• Update perception of chapter
• Fundraise for Sidney M. Oman
Cancer Center
Attendees wanted:
• Something interesting to do
while giving back
• Attending an “It” event
11

12. Event success
What organizers achieved:
• 7,800 attendees
• 250 volunteers
• Profit of $150,000
• Increased engagement
What attendees received:
• A good time and doing
something good
• New wines and a way to be
involved
• Motivation & resources for
next event
12

13. BREAK
THROUGH THE
NOISE –
PROMOTIONAL
FOUNDATIONS

14. Break through the noise
1 Create objectives for you and your attendees
2 Identify the right people and ways to promote
3 Monitor before, during & after
4 Use this info to make next event rock

15. Break through the noise
• People new and familiar
with you?
• What makes them the
same/ different?
• Influence in networks (local
and social)?
Ideal
Attendee

16. Where do they
look for info?

17. Break through the noise
1 Create a steady stream of content
2
Stage timing to keep their
interest
3 Make each post
unique & compelling

18. Promotional Foundation
Start with those who know you
and love you- Email Invites!
• Branding is important
• 79% of respondents said they hit
the "report spam" button when
they don't know who the sender
is.-Email Sender and Provider Coalition
• Show your personality
• Use a subject line & headline
that captures and keeps
attention
• Personalize the message to 79% hit the "report
each recipient spam" button when
• Provide event details they don't know who
the sender is.-Email Sender
and Provider Coalition

19. Engage with Video in Today, 71% of the U.S. online
audience watches video on the
Email Invites internet, and the number of
streams consumed should more
than double by 2013 – Forrester
Research 2009
Video in email can increase click-
through rates by as much as
three-hundred percent – Forrester
Research 2009
Do your invites do
more than just ask
people to come?

20. Promotional Foundation
How do you know if your invites did their job?
Invitees share in
Social Media

21. 3 weeks:
5 weeks: Reminder, speaker
info & discounts
Personal email invites
1 week:
Don’t miss email with
social media.

22. Use shareworthy
content:
-Showcase speakers and
related content
-Feature reviews from past
events
-Use the words that
attendees use, not internal
jargon
Design for
sharing and
search

23. WHAT ARE
YOUR PROMO
CHANNELS?

24. Eggs
Flour
Butter
Sugar
Chocolate
Milk
Image credit: sassyradish

25. Blog
Email
Social
Media
Promotion
Paid
Referrals Other
Campaigns

26. Build
Registration
Page

27. What to Include on your Landing Page:
1 Compelling copy and images
2 Speaker info
3 Bullet points
4 Social media sharing links

28. Create a Call-to-
Action

29. Email
Community

30. Create a
Blog Post

31. Don‘t
Forget!

32. Create
Video

33. Write Press
Release

34. Use Ads

35. Post on
Social
Media

36. SOCIAL MEDIA +
EVENTS=
SUCCESS WHAT
AND HOW IT
WORKS

37. Social Media + Events = Success
A tool is not a strategy. Strategy is about communication and
conversation
 Clearly defined goals
 Leveraged networks of participants (speakers & attendees)
 Measurement of success
Communication
What will the event be Tools
about? Social Networks
Who will be there? YouTube Video
Why is the event important?
Location-based apps
Conversation
Email
“Do not miss it!”
“At this year’s event…”
“Hear them speak…”
Copyright © 2011 Constant Contact, Inc.
37

38. Social Media + Events = Success
Use communications on social networks to create awareness
and enthusiasm to attend

39. Facebook + Events= Success
1 Register right from Facebook
2 Talk with and respond to questions
3 Encourage comments and likes

40. Facebook+ Events = Success
Consider a custom landing page to promote your event

41. Photos
and
Video
Share
materials
Share
via
Mobile
During Event -
Live
Updates
Facebook

42. Twitter+ Events = Success
Use Twitter to create a place online for conversations about the event
• Create and use a
#hashtag for the event
• Thank each sponsor for
the contribution they’ve
provided.
 Include their handles in
the tweet
• Raise awareness
 Guess Speakers
 Topic & Issues
addressed

43. Twitter + At Events= Success
1 Attendees tweet using #hashtag
2 Live feed of photos & videos
3 Add their handles to name tags
Twitter has 165 Million Users –
50% of them use Twitter Mobile.
–Mashable.com, “Mobile by the Numbers

44. LinkedIn + Events = Success
Join LinkedIn Groups
 Join Groups where the
people you want to attend
participate.
 Can’t find one? Start one
and nurture the conversation.
 Ask questions in the group
– Follow up with those who
posted
– Answer questions asked of
you
Understand your connections through
InMap:
http://inmaps.linkedinlabs.com/

45. LinkedIn + Events = Success
Promote your
event in your
profile and on
your updates
Invite your
LinkedIn
connections
Live updates
from event in
status
updates and
groups

46. YouTube + Events = Success
Create a strong desire to attend with
a video
Promote your event on your website or email and
include a YouTube video
 Guest speakers
 Activities
 Success stories
Increase attendance with videos.

47. Mobile + Events = Success
 Do you have a Foursquare venue?
Create a location to check in
 Co-marketing with local businesses?
Drive traffic to each other
 Leave a tip or review about your
event
 Leave a “To Do” about your event
 Scavenger hunt around event
– Hints in tips area
– Understand interests of people
checking in (profile info)
Location-Based Services information
http://www.socialquickstarter.com

48. • Watch how many and who
has checked in
• Review comments, tips and
to do’s left by attendees
• Watch for instant feedback
Real information in real time – Negative comments
about the food
– Problems with the
facility
How can you use
mobile at the
event?

49. Mobile + Events = Success
Consider using QR Codes to keep the interaction going
 Direct to web-based event
information
 Get feedback via a poll or short
survey
 Access video content that is
complementary to the event
objectives
 Access live Twitter stream
focused on event #hashtag How do I build? -http://bit.ly/
Add- .qr at end of shortened url
 Direct access to Facebook
event
QR Code information http://www.socialquickstarter.com

50. POST-EVENT &
FOLLOW-UP

51. Image credit: s.alt

52. Post-Event Activities:
1 Archive Event Materials
2 Distribute Archives
3 Collect Feedback
4 Promote Next Event

53. Post-Event Activities:
1 Archive Event Materials

54. Archives
Matter

55. Archives

56. Post-Event Activities:
2 Distribute Archives

57. Distribution

58. Post on Website

59. “Get all the slides, Email
handouts and even Folks
the Flickr stream.”

60. Announce
on Twitter

61. Photos on
Facebook

62. SlideShare YouTube
Other
Sites
Flickr

63. Post-Event Activities:
3 Collect Feedback

64. Photo Credit Dunbar Gardens :
Collect
Insights

65. Launch
Survey

66. What to Ask in a Survey:
1 Were you satisfied with the content?
2 How likely are you to come again?
3 Will you refer others?
4 What did you like or not like
about the event?

67. Facebook
Poll

68. Review Twitter
Hashtag

69. Coverage

70. Post-Event Activities:
4 Promote Next Event

71. “Check out the list of Call-to-Action
existing groups…”

72. Calendar

73. Save the URL

74. Next Steps:
1
See how event marketing works in a live tour
from Constant Contact:
http://conta.cc/EasyEvents
2 Learn how to leverage inbound marketing to
promote your events with HubSpot:
www.HubSpot.com/demo

75. THANK
YOU

76. Q&A