The Smart

EVENT MARKETING

PLAYBOOKEverything The Modern Event Planner Should Know About

Marketing A Conference Or Professional Event

01The full playbook includes:

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Creating a brand Content Marketing Advocacy Marketing

Social Media Marketing

Creating a Community Paid Advertising

Event Marketing Basics

Knowing Your Audience

SEO

01Many event organizers would agree that the effectiveness oftheir event marketing campaign has a profound effect on thesuccess of their event. However, building an event marketingplan of action that is effective and efficient can be diffecultfor even the most seasoned event planner and eventmarketer.

This presentation is a sneak peek at the full playbook we’vecreated and can be downloaded from here.

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Creating a brand Content Marketing Advocacy Marketing

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Every component of your event marketing endeavor will incorporate and depend on the brand you create

for your event.

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Many sources agree that the two main types of branding are “In your face branding” and “Subliminal Branding”

What types of branding techniques are out there?

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“In Your Face” BrandingEvent organizers tent to choose this typeof branding when it comes to marketingtheir event because it is often cost-efficient, fast and effective in creatingmomorable identity for their event.

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✦For example, organizers put their event logo onevery page of their event website in order for sitevisitors to remember the event brand

✦Organizers also put the event logo in many highvisibilty places during the event itself. From staffer,t-shirts, to entrance signs, to branded title slidesused by event speakers.

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✦ ‘In Your Face” can also be used as a way ofpromoting event sponsors, or featured partnerbrands.

✦After all, one of the main interests in otherorganizations partnering with an event or eventseries is because of the added exposure events offer.

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Subliminal BrandingThis type of branding is all about trying to get your potential eventattendees to experience the event’s brand in a unique way to createa relationship between attendees. This doesn’t necessarily require ahuge budget, as long as you take these three aspects intoconsideration:

✦Make careful and unique choices

✦ Be consistent

✦ Create a multi touch branded experience

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Make careful and unique choicesEverything from the venue you use to thesponsors you choose will affect the image ofyour event brand. Choose a unique andmemorable event venue that people will notforget! Make sure that the venue you chooseactually aligns with your brand’s values.

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Be consistentChoose or create an event theme that will subtlyshow up throughout all aspects of attendees’ eventexperience – from the event site to the event itself

Variables that event organizers often overlook, likethe quality of the event goodie bags, or the catering,can actually have a big impact on how eventattendees’ perceive the quality of an event.

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Create a multi touch branded experienceSubliminal branding is something that impactsattendees at many different touch-points. Don’t beafraid to take a risk as an event organizer and connectwith attendees in novel ways.

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During a recent trade show for example, the automotivecompany, Nissan, created a booth that automatically sprayed aspecially formulated perfume. Marketers at Nissan wantedattendees to have a memorable experience with their brand, sothey tried to appeal to attendees not only visually, but alsoolfactorily.

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Just like crafting a unique event brand, content marketing is important because it uses the event

identity to build trust between the event organizer and potential attendees.

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The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-de- fined audience - and, ultimately, to drive profitable customer action.”

What is Content Marketing?

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Content marketing is a type of marketing that attempts to help those who consume the content, and through

helping readers, the brand behind the content helps to solidify it’s place as a real source of innovation within a

specific industry.

How Does Content Marketing Work?

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Content marketing bridges the gap between branding and other forms of marketing used to generate buzz surrounding an event by providing

helpful and shareable marketing assets:

Write a Guest post Share Videos

Create An Event Blog Share Photos

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An event blog is a great, cost-effective, and strategic element of content marketing that has the potential to draw in additional attendees, sponsors and/or exhibitors. The event blog should respond to real questions that you anticipate readers might have about the industry your event is in or about the event specifically

Create An Event Blog

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Guest posting on industry blogs is a great way to direct people to your event website. By creating genuinely helpful content for other outlets that your target audience reads, you’ll be able to reach new potential attendees, sponsors or exhibitors. If you insert a link in your guest post to your event website, you’ll be able to attract visitors to your site and will be able to retain them by offering other helpful content on your own blog.

Write a Guest Post

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For those who have planned events in the past, sharing photos from your last event is a great content marketing technique to both excite past attendees about your next event, and to better educate potential attendees about previous events. These photos can be shared on your event website, and also on social media platforms like Instagram, which is a popular photo sharing social media network with over 300 million users to-date.

Share Photos

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Video content provides event organizers with anopportunity to truly showcase their event to attendees andpotential attendees. Consider showing clips of keynotespeakers, and create videos that showcase your event venue.

Share Videos

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Advocacy marketing harnesses the power of those already associated with a brand, and encourages those people to evangelize the brand to friends,

family and colleagues.

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It’s completely acceptable to ask your event speakers to promote your event on their social media profiles, via

email or via their personal blog or website. Afterall, it’s in the speaker’s best interest for the event they are

speaking at to be filled with people interested in their session.

Harness The Influence Of Your Speakers

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To further encourage the speaker to promote the event, you can create a unique discount for attendees who register based on a speaker’s recommendation. That way, the speaker will be providing added value to their followers.

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The best event marketers know how to turn those who have registered for the event into event promoters. The

best way to create promoters is to offer your current attendees a real reason to share your event with their contacts. One great way to do that is through double-

sided referral systems

Turn Attendees Into Event Promoters

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Event organizers can offer those who just registered for an event a discounted ticket for every additional person

the attendee successfully refers to the event.“Double-sided” referral systems provide an additional incentive for the potential attendee, as

they too will be offered a discounted ticket.

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✦ Event marketing basics

✦ Knowing your audience

✦ Creating a brand

The guide includes:Want to Receive the Full Event Marketing Playbook?

✦ Creating A Community

✦ Paid Advertising

✦ Advocasy marketing

✦ Content Marketing

✦ Search Engine Optimization

✦ Social Media Marketing