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
WEBINAR: The New Rules of Event Marketing - Sept 2014
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
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
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
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
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
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