In 2013, Eventbrite processed one billion dollars from one million events across 187 countries. They know all about the good, the bad, and the ugly when it comes to event marketing. In this webinar we covered how to: - Drive registrations with content - Optimise the registration process - Use social to increase engagement - Generate awareness post-event

1. THE NEW RULES OF
EVENT MARKETING.
KIERAN FLANAGAN & MARK WALKER

2. House Keeping
1 All lines are muted, use the chat panel for tech issues.
2 Q&A at the end, tweet questions using #EventsRule
3 Unanswered questions will be answered on Twitter after
the webinar.
4 Webinar recording and slides will be emailed to you
tomorrow morning.

3. Meet Your Experts
Kieran Flanagan
Marketing Director
HubSpot, EMEA
@searchbrat
Mark Walker
Content & Social Manager
Eventbrite
@EventbriteUK

4. Lets face it
Events are so “in” right now!
#EventsRule

5. We know, we
surveyed a lot of
event attendees We know, we surveyed a lot of event attendees.
#EventsRul
e

6. “84% of attendees say
attending events is an
important part of their job”
#EventsRul
e
Source: HubSpot & Eventbrite Survey 2014

7. #EventsRul
e
“With 79% going to
events to learn.”
Source: HubSpot & Eventbrite Survey 2014

8. So why are event
organisers
struggling to
increase their
attendance?
#EventsRul
e

9. “65% of marketers have
not been able to increase
their event attendance
#EventsRul
e
rates from last year.”
Source: HubSpot & Eventbrite Survey 2014

10. The State of
Event Marketing, 2014.
Download
http://offers.hubspot.com/the-state-of-event-marketing
#EventsRule

11. We have some theories
#EventsRul
e

12. based on a lot of data
crunching!
#EventsRul
e

13. Your Event Marketing needs an update!
#EventsRul
e

14. Your new Events Marketing
1 Create your Event Personas
2 Drive Registrants with Inbound Marketing
3 Optimis2e your Events Page
4 Create Engagement with Social Media
#EventsRul
e

15. CREATE YOUR
EVENT PERSONAS.
#EventsRul
e

16. The best way to burn your events budget?
#EventsRule

17. Have people in the room who are only interested in the coffee.
#EventsRul
e

18. Create a clear goal for your
event
1 Customer appreciation event?
2 Lead generation event?
3 Brand a2wareness event?
#EventsRul
e
4 Educational?

19. Then create an Event persona that maps to your target audience.
#EventsRule

20. #EventsRul
e
“47% of the event
organisers we surveyed
didn’t have a well-defined
persona.”
Source: HubSpot & Eventbrite Survey 2014

21. #EventsRul
e
“47% of the event
organisers we surveyed
didn’t have a well-defined
persona.”
Source: HubSpot & Eventbrite Survey 2014

22. #EventsRule
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

23. Use custom questions in registration forms.
#EventsRule

24. Make sure the content at your event is going to
be relevant to their goals.
#EventsRul
e

25. DRIVE REGISTRANTS
WITH INBOUND
MARKETING.
#EventsRul
e

26. Email doesn’t need to be your entire promotion plan.
#EventsRul
e

27. Event organisers
are usually sitting
on a treasure
chest of content.
#EventsRul
e

28. You can use it to attract people towards
#EventsRul
e
your event.

29. Create videos with speakers to announce
their sessions.
#EventsRul
e

30. Or do something a little more creative that
results in great content.
#EventsRul
e

31. Interview your speakers and create blog
posts from their answers.
#EventsRul
e

32. Ask a speaker can you post a video from a
previous talk of theirs.
#EventsRul
e

33. Ask your speakers to
blog about their session.
#EventsRul
e

34. It doesn’t even need to be on their own blog.
#EventsRul
e

35. #EventsRule
Why not amplify that content?
#EventsRule

36. Facebook News Feed Versus
Right hand side ads
#EventsRul
e

37. On Twitter you can
target people who
are “like” your
speakers followers.
#EventsRule

38. LinkedIn has really exact targeting but a
high CPC.
#EventsRule

39. We haven’t forgotten about email!
#EventsRul
e

40. Personalisation
based on industry
#EventsRul
e
List the
benefits/what they
get
Clear CTA
Make it easy to share on
social
Signed off by a real
person

41. OPTIMISE YOUR
EVENTS PAGE.
#EventsRule

42. Once you’ve got them to the registration page,
don’t lose them.
#EventsRul
e

43. Make your event page stand out and optimise it
with the right kind of information.
#EventsRule

44. Even better, include video testimonials of past event
attendees saying how awesome the event is!
#EventsRule

45. CREATE
ENGAGEMENT WITH
SOCIAL MEDIA.
#EventsRule

46. “61% of marketers find
social media their most
cost-effective channel
for promoting events.”
Source: HubSpot & Eventbrite Survey 2014
#EventsRule

47. Every share of an Eventbrite event is worth £2.41
in incremental revenue for that event.
Source: Eventbrite Report. Get the report here #EventsRule

48. Here is how you can get some
of that revenue.
#EventsRule

49. The hashtag is really important and should be
short, snappy, and relevant.
#EventsRule

50. Use the hashtag for all relevant content being
used to promote the event.
#EventsRule

51. Provide a social promotion pack (lazy tweet,
images) for your speakers to promote.
#EventsRule

52. Include the hashtag on all speaker decks.
Then add all
presenter decks
to SlideShare
after the event
with the hashtag.
#EventsRule

53. Add social streams to your event page to show
people talking about your event.
#EventsRule

54. Integrate social media into your registration
process (share on sign up)
#EventsRule

55. Your new Events Playbook
1 Create your Event Personas
2 Drive Registrants with Inbound Marketing
3 Optimis2e your Events Page
4 Create Engagement with Social Media
#EventsRule

56. QUESTIONS?
#EventsRul
e

57. THANK YOU.