Determining the most efficient traditional and online marketing program This presentation will include and examine a variety of marketing, online and live technology tools. Focus on enhancing your creative content, and engaging stakeholders. -Changing the way we look at how we are marketing events -Increasing audiences on social media, and their mobile devices -How social media/new technologies helps drive engagement between participants, industry groups and communities, before, during and after an event.

1. BUILDING COMMUNITY EXPERIENCES

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•Introductions
•Creating the Details of Your Event with your
Marketing/Engagement in Mind
•Tips to Developing Content
•Workshop - 15 min
•Marketing Techniques
•Social Media and Your Events
•New Technologies and Engagement Tools
•Workshop - 15min

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•Determing the most efficient traditional and online
marketing program
•The workshop will include and examine a variety of
marketing, online and live technology tools.
•Focus on enhancing your creative content, and engaging
stakeholders.
•Changing the way we look at how we are marketing
events
•Increasing audiences on social media, and their mobile
devices
•How social media/new technologies helps drive
engagement between participants, industry groups and
communities, before, during and after an event.

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Past:
•Trade show attendees using stamped passports to handing out
large conference binders and evaluation forms
Now:
•Smartphone's and tablets have made their way into our day-to- day
lives
•New opportunities to change the way we communicate with
attendees at events.
Now we have social media tools such as:
Online registration/engagement systems
Facebook, Twitter Instagram
Youtube Periscope Snapchat

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New opportunities in today’s fast-pace marketing world.
This session will showcase:
•How to prepare effective marketing content
•Different techniques and locations to market and engage
audiences for your events.
•Exploration of a variety of engagement tools and social media
profiles
•New technologies that assist with customer capture and
engagement at your events.
Creating Buzz, Participation and Engagement at Your Events will
help you find the perfect ways to engage with your audience at
your events and make them a success.
.

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Focus on the experience of the participants
Doesn’t always mean a big dent in your budget.
To achieve your goals, you should have an event marketing
strategy planned for before, during, and after the event.
Objectives:
For your engagement plan start with determining the
objectives:
-For the attendees
-For the host organization
-Results of the event
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Content:
Create content at meetings or conferences to attract and build
attendance.
Consider new ways to market meetings or events and capture
registration information to best connect with guests, members, etc.
When writing your content for your event:
•Create excitement around the event, the more often people see
and hear about the event the more interested they become.
•This also increases your credibility of your event.
•Get your target market excited about your event so they rush to
sign up or buy tickets
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“Before you can grow your audience, get to know
your audience.”
•Who is your potential audiences?
•Where can you find them, engage with them?
•Who are they? Where are they?
•What’s the best way to reach them?
•Is my audience on social media?
•If so, which social media channels are they using and
how are they using them?
•If so, What keywords and hash tags are they using that
relate to my event?
.

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Things to consider in designing the event/content:
•Workshop style - Panel, keynote
•Establishing expectations
•Handouts/online engagement
•Powerpoint/Video/Streaming
•Content
•Style or presentation
•Visuals onsite, social media walls, drones etc.
•Entertainment themes
•Picking optimum social media for the audience
•Onsite engagement networking, messages, voting

10. Promotional Tool Kit
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When starting out to promote your event and engage
your audiences, Create a promotional tool kit with event
descriptions, photos, event images, links, and other
relevant information or visuals.
•Details of your Event
•Event Information
•Longer Description:
•Short Event Listing Version:
•Website: (URL)
•Photos
•Video
•Apps Being Using
•Ticket Link and Phone number
•Facebook: (Group or page)
•Twitter Account: (If applicable)
•Linked In Account: (if applicable):
•You Tube
•Other apps

11. Tips to Developing Content
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When creating compelling content, images, photos
and event descriptions, think about the value of
your event or the “hooks” to compel people to
attend.
•Why do people care about your event?
•What are their motivations?
•What unique offerings do you offer?
•What key attendees or celebrities are attending?
When developing your “event story” consider these
hooks to entice your target market.

12. Tips to Developing Content
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Content elements that may attract
potential attendees:
•Determine what areas apply to your event or how you
can use different elements to build a relevant audience.
•Ensure you inject excitement into your event descriptions,
make it sound intriguing and exciting to your target
market. Focus on your targets needs, wants and desires.
List of Key Event Elements:
Venue
Celebrities
Food:
Unique Elements
Audience

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Social media is a distinct part of how people
experience every event now
That means lots of new opportunities to change or
add to your event marketing strategy.
The more locations your event can be found online
helps you connect with your audience and the
increased attention that will be paid to your event.
All you need is the right tools and a plan.

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Here’s how you can leverage the benefits of
social media every step of the way.
Before the event
1. Make a social media promotion plan
2. Promote social media content
3. Schedule Tweets/Msgs for the day of the event
4. Use targeted online ads
5. Campaigns for ticket giveaways, contests,
idea submission

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Consider:
•Event software that allows pre-event introductions,
and networking. Basic event profiles in social networks
like Linked in and Meetup already allow for engaging
pre-event.
•Apps that can Gamify the experience in the build up
and during the event.
•Storytelling applications like Storify or Photo-tagging
that have the power to create a post event legacy.
•Display social media messaging at the event

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Social Media Engagement Tools:
•Facebook: Create events, engage Two-Way Conversations
•LinkedIn: Professional Online Profile and Networking tool
(Group building capability) Build Contacts / Network
•Twitter: Get Visible With Twitter, use hashtags, polls, streams
etc
•YouTube: Video is visual and great addition for events
•Pininterest
•Snapchat
•Google +
•Online Help Desk
•Email Campaigns

17. ONLINE MARKETING
Online Resources: Websites, blogs, and discussion forums that
involve niche topics are a good location to submit your event for
free promotion.
Also websites that involve tourism, events and local news often
allow outsiders to submit events to be posted, or allow for you to
post your event yourself on a variety websites.
Tips:
1. Establish Homebase
2. For when you are posting your event on a variety of websites.
For starting online accounts or when joining a variety of online
communities, use the same username and password for each
account created. Create a table so you may keep track of all the
accounts and for organizational purposes.

18. Ambassadors:
Having key people in the community or
experts to assist with the promotion of your
event either through a variety of the listed
promotional mediums or to their personal
contacts is an effective way of gaining
momentum for your event.
People attend an event when someone
asks them personally so having a group of
ambassadors, committee members or ticket
sellers can be a very effective route.
Attendee referral program, Bloggers
Ambassadors
Speakers/Pan
elists
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The Future of Audience Engagement
•Engage with your target audience 30 to 60 days prior to
your event.
•Social media offers the opportunity to start the
conversation beforehand and amplify onsite.
•Social media helps drive engagement between
participants, facilitating conversations long before the
event starts.

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•Let’s face it, we are all pretty much attached to our smart
devices, we want information at our fingertips, and we want it
now!
•Opportunities for attracting and engaging your audiences
are growing with the rise of new communication methods &
strategies.
•Utilizing technology, will not only engage your audience, but
allow you the flexibility that printing in advance doesn’t.
•By incorporating live audience response like polling or
messaging into your event, attendees are given the
opportunity to engage in-session, sharing their thoughts,
opinions and questions.

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One of the toughest challenges is selecting through
all the marketing tools to determine the most
suitable for your target audience and upcoming
event or program.
Engagement tools to Consider….

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Unconferencing: An Open Space conference, is a
participant-driven meeting.
Pecha Kucha: A presentation
style which consits of 20 slides
that are shown for 20 seconds
each. This keeps presentations
conscies and fast paced.
Rapid Demos: Short demos, presentations or pitches
from a variety of companies.

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Unpanel | Samoan Circle: Is a leaderless meeting intended to
help negotiations in controversial issues. While there is no
‘leader’, a professional facilitator can welcome participants
and explain the seating arrangements, rules, timelines and the
process.
The Samoan circle has people seated in a circle within a
circle, only those in the inner circle are allowed to speak and
should represent all the different viewpoints present, the outer
circle must remain silent. The process offers others a chance to
speak only if they join the ‘inner circle’
When to use: It is a useful method to promote listening as the
outer circle is not allowed to speak, but participants are still
free to speak if they move into the inner circle.

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Knowledge Cafes: A knowledge café or World Café is a type
of business meeting or workshop which goal is to provide an
open conversation on a topic of mutual interest so attendees
can share ideas and insights, and gain a better understanding
of the subject and the issues.
You may have seen these at
industry shows where there may
be an knowledgeable presenter
on a number of industry contacts
provide information on the topic
and provide some loose
facilitation.

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Flash Mob: A flash mob is a group of people who gather suddenly in
a public place, perform an unusual act, then quickly disappear,
often for the purposes of entertainment, promotion or satire.
In these cases of a planned purpose or specific communication for
the activity in question, the term smart mobs is often applied instead.

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Give Back. CSR Team Building:
Corporate Social Responsibility, is not just the buzzword for this
generation, but is integrated in the culture of most businesses.
Participants at your meetings
don’t just want to learn; they
want to give back, providing
the opportunity is welcomed
by many.
Example: BMO Bank building a
Playground at Variety Village
a athletic training centre for
Children with disabilities.

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Collaborative Installation/Interactive
Art Installation:
Interactive art is a form of art that involves
the spectator in a way that allows the art
to achieve its purpose. Some interactive
art installations achieve this by letting the
observer or visitor "walk" in, on, and
around them; some others ask the artist or
the spectators to become part of the
artwork.
There are a number of globally significant
festivals and exhibitions of interactive and
media arts. Some examples are
Coachella Valley Music Festival,
WayHome Music Festival, Dutch Electronic
Arts Festival.

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Pop Up Event
Pop Up Concert
Pop Up Networking Session
Pop Up snack booths
Pop Up Session

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Tweet Polls can be used to create quizzes, surveys, stream
hashtags.
With apps that allow polling you can tweet questions and
tracking replies. You can also tallying hashtag votes, or ask
followers to favorite or Retweet to vote.
Planners can create their
own two-choice poll right
from the compose box.
Attendees can vote on
any poll, and how they
voted individually is not
shared publicly.

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Visual Note Taking is a great medium for capturing your live
event visually. Think of it as cartoon journalism: the artist captures
key speakers, concepts and ideas and interpret them visually
though cartooning.

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Live Leader Walls: Leader Walls can track the likes for attendees
to enter into a contest. Attendees can earn points for a variety
of engagement actions and reward attendees while increasing
competition.
Sample: Event Mobi
Who were the top
networkers?
Which booth was
most popular?

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Drones: A drone is an unmanned
aircraft or flying robot. A drone
may be remotely controlled or
can fly autonomously through
software-controlled flight plans.
More recently drones have started
to appear at more events and is a
consideration for a number of
commercial applications.
At events they are often used to
capture the event or create
excitement, at high action
sporting events, filming or
previews.

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Digital sign or ads: Digital signages use technologies such as LCD, LED
and Projection to display content such as images, video, streaming
media, and event information.
Text - Scrolling text or text dynamically updated via external news feed
Images - Scrolling images, usually in the format of sponsor recognition
Video – Video or TV Commercials, Interview
Interactive interfaces - Touch Screen, It helps to engage users and can
provide customized information

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Social Media Wall: A large screen
showcasing social media posts LIVE
Having a Social Media Wall creates
an interactive environment and
encourages guests to share their
thoughts on the event in real time.
This is a simple, creative and cost-
effective way to get your guests
involved in your event and is
guaranteed to be a hit. It is the
perfect way to add a virtual
approach to your event and not
only links your real-life audience to
the virtual world, but increases online
traffic around your business which is
great promotion.

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Gaming: Instant Gratification
Adding gaming to your event can help increase networking,
education, sponsor promotion and more. Increasing competition
and adding incentives prizes to the game can bring your
attendees’ experience to the next level and can increase In the
moment feedback.
New technology and apps now allow event planners to create
custom games for attendees and increase engagement and fun.
Mobile and online technology takes your attendees past the
printed programme guide or stamped booklet by providing real-
time reengagement driving onsite excitement!

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•Rewards/Contesting
•Seat swap
•Slideshare
•Tweetquiz
•Photo streaming
•Podcast
•Networking apps, Speed Networking
•Pre event collaboration voting on
topics/speakers
.
•Open Mic Jam
•Soundclash
•Ignite Talks, Lightning
talks

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Catch box: Is a microphone you can toss into an audience
This is a great way to interact with audiences at conferences.
Attendees can provide their input and everyone in the room
can hear what the question or ideas.
The Catch Box can also be used to create additional
networking opportunities.

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One Pulse provides features to help you reach your
demographic, create a community, drive traffic to URL content.

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EventMobi is an interactive mobile event app, audience
response and engagement platform for conferences and trade
shows.
It can allow sponsorship revenue streams for your event.
Mobile Event Apps, Registration, Gamification, Live Display,
Polling + Surveys, Networking, Event Analytics

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Poken is a full service, green event technology company that
provides networking, lead generation and engagement
solutions to the event industry.
Services and products include registration and badging, hub
development, mobile apps, Poken Touch Points and
Poken Sparks,
gamification and
full metric reporting.

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sli.do is a web application. Social Screen: Integrated with Twitter,
the social screen features attendees photos and live (post
moderated) comments on the big screen.
Agenda Screen. Displays upcoming info: location, speakers, track
and time.
Game Screen. Showcases the gamification leaderboard, rules of
play and featured challenges.
Partner Screen. The Partner screen cycles logos, images or ads.
Alerts. Event app alerts. Broadcasting updates and
announcements to the whole event.
Live News Ticker. Live news ticker
(Reuters default) includes local
news, weather
Event App Integration. Agenda,
alerts and event game information
is pulled directly from the event app
Four Branded Screens. Extend
branding to your event app and to the big screen with custom
color schemes and consistent logo placement

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Post-Event ideas in increase engagement and lay the
framework for the next event:
•Ask attendees to rate the engagement as well as
content
•Analyze your online analytics and social media
engagement
•Create a photo gallery of event images on
Facebook, Flickr, or your website. Include in post
event communication to attendees so they can
comment and share.
•Post event contesting/polls

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Post-Event ideas in increase engagement and lay the
framework for the next event:
•Share event survey results with the attendees and
highlight key feedback that you plan to improve.
•Host a post-show reception where attendees
provide feedback and continue to network
•Send handwritten notes to attendees or
personalized emails rather than a blanket email.
(Personal engagement)
•Offer attendees incentives to share experiences
from the event or how the event resulted in
company/org changes after the event.

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CONTACT:
Deborah Lewis, CEO
21 Birch Ave. Toronto, ON. M4V 1E1
deborah@torontocityevents.ca
416.619.0596
Deblewis.ca
CityEvents Fanpage & Group
@CityEvents
torontocityevents1
CityEvents Toronto
Groups: CityEvents
cityeventstoronto