sme growth hack - katie mcphee, eventbrite 'event marketing
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TRANSCRIPT
Katie McPhee
@ktmcphee
GROWING YOUR BUSINESS WITH
EVENTS
- AND MEASURING THE IMPACT
“Leadership is the art of
giving people a platform
for spreading ideas that
work.” - Seth Godin, Tribes: We Need You
to Lead Us
Introduction
1 Build community
2 Raise awareness
3 Position you as a thought leader
4 Reach a wider audience
5 Earn additional revenue
Conclusion
GROWING YOUR BUSINESS WITH EVENTS – AND MEASURING THE
IMPACT
concerts
class reunion
festival
block party hiking politics turkey trot
dance
training
wine tasting theater volunteering marathon
poetry live music arts & crafts fashion
fun run race fundraiser hiking
comedy
car rally networking summits parades
expeditions dating tea party design
GROWING YOUR
BUSINESS WITH
EVENTS:
BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
Send a follow up via email after the
event with photos and more info
about your startup
Connect with attendees on social
media – Facebook, Twitter or
MEASURE THE IMPACT >>>
GROWING YOUR
BUSINESS WITH
EVENTS:
RAISE AWARENESS
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
One attendee: 262 friends*
Potential reach: 68,600 friends
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
1 ticket
sale
4.3 3.1
5.5
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARNESS
Create hashtag and track it
Track event promotion to make
smarter marketing investments
See which activities are driving traffic
to your event page
Create links to track your event
campaigns and affiliates
MEASURE THE IMPACT >>>
GROWING YOUR
BUSINESS WITH
EVENTS:
THOUGHT LEADERSHIP
GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP
GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP
Uplift in trade press coverage and speaking
opportunities
Increases possibilities for relevant industry
partnerships
Long term investment in your brand
MEASURE THE IMPACT >>>
GROWING YOUR
BUSINESS WITH
EVENTS:
REACH A WIDER
AUDIENCE
GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE
GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE
MEASURE THE IMPACT >>>
Establish clear aims about the audience
you’re trying to reach
Involve partners and attendees relevant to
the audience you’re trying to reach
GROWING YOUR
BUSINESS WITH
EVENTS:
EARN ADDITIONAL
REVENUE
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE
Free events see 50% drop out rate vs 5% for
paid events
Charging for tickets minimises marketing
spend but requires greater investment in time
to promote
FREE VS PAID
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE
MEASURE THE IMPACT >>>
Selling out and seeing a good financial return
on investment
Paid events require heavier promotion. If
you’ve got the network & the content – don’t
be afraid to charge!
Conclusion
1. Events are a fantastic way of building your
community. Remember to stay in touch!
2. Make the most of the opportunity to raise awareness.
Events are a great PR opportunity
3. Position your business as a thought leader by
holding a class or seminar.
4. Use events as a mean to connect with your desired
audience – be that investors, advertisers or clients
5. Your insights are valuable – don’t be afraid to charge
for tickets
thank you Katie McPhee
@ktmcphee