event marketing webinar series, part 2: creating a flawless events promotion plan

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

The Definitive Guide to Events Webinar Series

Creating a Flawless Event Promotion Plan

#DG2EM


Your Speakers

Dayna Rothman

Content Marketing

Manager

@dayroth

Jason Miller

Social Media

Manager

@JasonMillerCA

Mary Jo Rose

Director, Public

Relations

@Mjrose143


Promoting Your Event


Multi-Touch

Promotions


Segment Your Database

• Get the right people at your event!

• Focus on: • Demographics

• Job title

• Industry

• Location


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


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


Direct Mail

Timely communication in creative packaging

• Use marketing automation and CRM to keep track

• Make it unique

• Create a series

• Keep it simple


Paid Promotions

• Banner and display

• PPC

• Sponsored newsletters and emails

• Guerilla marketing

• TV & radio advertising

• Outdoor advertising

• Print advertising


Partner Promotions

Work together and encourage your partners to promote!


Multi-Touch Event Promotional Example


Event Follow-

up


Lead List & Qualification


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


Lead Nurturing

• Continue engagement after the event

• Event-specific mini nurture tracks

• Include event content in nurture tracks


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


Five Essentials for Success

• Have a Solid Plan

• Leverage ALL Social

• Go Visual

• Frictionless Sharing

• Inbound + Outbound


First Things First – The Plan


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


Twitter for Event Marketing


Facebook for Event Marketing

• Use Facebook Real Estate Wisely

• Visual is vital

• Create a Facebook Event

• Organic + Promoted Posts


Facebook for Event Marketing


Linkedin for Event Marketing

• Post Event Details to Company Page

• Post to Individual Employee Pages

• Post to Relevant Groups


YouTube for Event Marketing

1. Teaser Videos

2. Video Interviews

3. Webinar Recordings


Foursquare for Event Marketing

• Claim Your Venue

• Create a Place

• Check in Special

• Add Tips


Google + Event Marketing

1. Set up a Google+ Event

2. Live Hangout from Your Event

3. Party Mode


Infographics & Visual Notetaking


Social Promotion Apps

• Group Offers

• Polls & Voting

• Flash Deals

• Referral Campaigns


Influencer Outreach

• Identify

• Research

• Outreach


Live Blogging


Post Event Content Inventory

• Photos Posted to Social

• Slides Posted to SlideShare

• Key Takeaways for the Blog


Assess the Situation


Rise above the noise level


Make an elegant statement


Create a lasting impression


Collaborate and team up for success


Do the things that matter most


Use this time to do something different


“Love on” customers and influencers


Consider before and after – keep the beat


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


Q&A

bit.ly/Z6PSba


Thank you!

event marketing webinar series, part 2: creating a flawless events promotion plan

Documents

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