event marketing webinar series, part 2: creating a flawless events promotion plan
DESCRIPTION
Check out this presentation to discover the keys to creating a flawless event promotion plan that drives engagement before, during, and after an event.TRANSCRIPT
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Definitive Guide to Events Webinar Series
Creating a Flawless Event Promotion Plan
#DG2EM
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Dayna Rothman
Content Marketing
Manager
@dayroth
Jason Miller
Social Media
Manager
@JasonMillerCA
Mary Jo Rose
Director, Public
Relations
@Mjrose143
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Promoting Your Event
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Multi-Touch
Promotions
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Segment Your Database
• Get the right people at your event!
• Focus on: • Demographics
• Job title
• Industry
• Location
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email Promotions
• Email cadence depends on your event • How large is your event?
• Who is your audience?
• Is it online or offline?
• Hosted or sponsored?
• Under-promotion vs. over-promotion
• Take other programs into consideration
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Telesales Outreach
• Live sales call-downs
• Highly targeted list
• Block time off on sales calendar
• Show the love!
• Guided Voicemail Services
• Pre-recorded voicemails
• Cost efficient and fast
• Secure meetings or demos at event
• Get prospects to register AND attend
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Direct Mail
Timely communication in creative packaging
• Use marketing automation and CRM to keep track
• Make it unique
• Create a series
• Keep it simple
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Paid Promotions
• Banner and display
• PPC
• Sponsored newsletters and emails
• Guerilla marketing
• TV & radio advertising
• Outdoor advertising
• Print advertising
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Partner Promotions
Work together and encourage your partners to promote!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Multi-Touch Event Promotional Example
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Event Follow-
up
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead List & Qualification
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email Follow-up
• Get it ready to go
• Personalize your emails
• Follow-up in a timely manner
• Include a compelling offer
• Always A/B test
• Use content from the event
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing
• Continue engagement after the event
• Event-specific mini nurture tracks
• Include event content in nurture tracks
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Scoring
• Ranking your leads for sales readiness
• Marketo’s event scoring methodology: • Attended = 0 or 5 points depending where leads are in
your pipeline
• Visited booth (No Engagement) = 0
• Visited booth (Engagement) = 5
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Five Essentials for Success
• Have a Solid Plan
• Leverage ALL Social
• Go Visual
• Frictionless Sharing
• Inbound + Outbound
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
First Things First – The Plan
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter for Event Marketing
• Determine Your Hashtag
• Organic & Promoted Tweets
• Live Tweeting
• Utilize Twitter Lists
• Monitoring During the Event
• Promote Your Partners
• Display Tweets in Real Time
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter for Event Marketing
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Event Marketing
• Use Facebook Real Estate Wisely
• Visual is vital
• Create a Facebook Event
• Organic + Promoted Posts
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Event Marketing
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Linkedin for Event Marketing
• Post Event Details to Company Page
• Post to Individual Employee Pages
• Post to Relevant Groups
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
YouTube for Event Marketing
1. Teaser Videos
2. Video Interviews
3. Webinar Recordings
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Foursquare for Event Marketing
• Claim Your Venue
• Create a Place
• Check in Special
• Add Tips
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Google + Event Marketing
1. Set up a Google+ Event
2. Live Hangout from Your Event
3. Party Mode
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Infographics & Visual Notetaking
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Promotion Apps
• Group Offers
• Polls & Voting
• Flash Deals
• Referral Campaigns
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Influencer Outreach
• Identify
• Research
• Outreach
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Live Blogging
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post Event Content Inventory
• Photos Posted to Social
• Slides Posted to SlideShare
• Key Takeaways for the Blog
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Assess the Situation
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Rise above the noise level
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Make an elegant statement
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Create a lasting impression
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Collaborate and team up for success
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Do the things that matter most
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use this time to do something different
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Love on” customers and influencers
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Consider before and after – keep the beat
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
3 Big Key Takeaways
1. Communicate with your audience early and often through multi-touch promotions
2. ALWAYS have a solid plan for social
3. In PR, be smart and decide what you want to accomplish
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
bit.ly/Z6PSba
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!