Campaigns That Drive Action: Events and Online Registration

© 2014

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@vanessacabrera #yoursmm

Chief Creative Officer

Your Social Media Mentor, Inc.

www.yoursocialmediamentor.com

yoursocialmediamentor@gmail.com

Facebook.com/yoursocialmediamentor

@vanessacabrera

Tidbit About Me: I just

had my first child in

June whom I lovingly

used to refer to as #fatty

on all my social media

platforms…B4 he had a

name.

Meet Matteo!

Your Social Media Mentor –

Vanessa Cabrera

3

Grow with Constant ContactGet results fast, with affordable, easy-to-use

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Events& Registrations

Offers& Promotions

Newsletters& Announcements

Feedback& Surveys

4

Agenda

Types of events

Why run an event?

Event promotion

Online registration – why bother?

Post-event actions & follow-up (survey!)

Next steps

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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marketing

Types of events

At its core, marketing is abouteliciting a physical and measureable

response

Pull registrations

8

Types of events

What are

campaigns?

Push invitations

Types of events

9

Seminarsand lectures

Workshops and classes

Social and networking

Conferences

Fundraisers and galas

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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Why run one?

What’s your goal?

Raise money or drive purchases

Create engagement

Celebrate milestones

Reward loyalty

Growyour list

Educate

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Why run one?

To charge or not…

Don’t be afraid to charge for your event!

50.50%

29.00%

10.04% 0.01%

Date/timeconflict

LocationOther Cost

200,000 RSVPs x .01% = 20

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Increase registration (3-4 weeks out)

Maximize attendance(2 weeks out to event date)

Save the date!Allow time for planning, booking travel, donations, etc…

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Leverage your newsletter

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Leverage your newsletter

Feature event info on website

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Promotion

Timing matters

Create buzz (5-6 weeks out)

Leverage your newsletter

Feature event info on website

List your event publicly

Event directories

Events in America

Local paper

Local event

calendars

Co-marketing

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Promotion

Communication schedule

Increase registration (3-4 weeks out)

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Promotion

Communication schedule

Increase registration (3-4 weeks out)

Social media posts & sharing

Facebook events app

Invitations: paper and email

Registration form

Event homepage

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Promotion

Communication schedule

Maximize attendance(2 weeks out to event date)

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Promotion

Communication schedule

Maximize attendance(2 weeks out to event date)

Provide tickets or confirmation

Send email reminders

Reminder on event website or homepage

Updates and reminders on social media

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

Offline Paper

39%

%

Exce

l &

oth

er

sp

rea

dsh

eets 37%

Ph

on

e

25%

Ou

tlo

ok a

nd

oth

er

em

ail

23%P

osta

l se

rvic

e

12% 12%

Fax o

r “n

o

resp

on

se g

ive

n”

6%

Oth

er

Registration

“Online” registration

%

Guest informationMeal requestsEvent feesCommunications

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Registration

Information all in one place

Easier.Available 24/7RSVPs and declinesPaymentsSell items, track donations

50%Percentage of invitees

(who received paper

invites) want the ability

to register online 29

Registration

The more it’s used…

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Registration

Keep it simple: invitation

The subject line matters!

Event details

Logo or simple

graphics

Compelling message, why to attend

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Registration

No kitchen sinks (please!)

14Separate pieces of information requested

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Registration

Do they know it’s you?

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Registration

Keep it simple: registration page

Event details

Logo or simple

graphics Brief description of event

Event name

Simple form fields

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Registration

1: What should you collect?

Demographics

Bringing guests?

Time/sessionrequested

Event specific information

Payment method

Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings,

adjust staffing, add/remove optionsMonitor meal options, clothing sizes/quantity,

audience compositionPlan/adjust event finances

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Registration

2: What should you collect?

Demographics

Bringing guests?

Time/session requested

Event specific information

Payment method

Meals, giveaways (size for clothing, etc)

What school does your child attend?

Food allergies or restrictions

Emergency contact information

Any special needs

Bad data out

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Bad data in

Open-ended questions

Good data out

37

Good data in

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Registration

You are the first test subject

2

1

3 “It should only take you ___ minutes to complete your registration.”

39

Registration

You have the information. Now what?

40

Registration

You have the information. Now what?

Social proof

2

1

3

41

Registration

Extend the “proof”

Presentation Design Workshop

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Registration

Think beyond the event

Demographics

Bringing guests?

Time/sessionrequested

Event specific information

Payment method

Improve future event planningand marketing efforts

Build new customer/supporter relationshipsGrow your email list

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Registration

Payment & donation options matter

Credit cardCheck

Online payment solutions

Cash

Credit cardprocessors Check

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

The most important thingyou have to do after the event

Thank you.Say

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Post-event

Review statistics and data

Identify shows & no-shows

Review revenue or funds raised

Segment follow-up lists based on registration questions, activities participated in or behaviors

%

48

Post-event

Collect pictures and videos

49

Post-event

Review social media activityTweets over time

Post-event

Get feedback with a surveySatisfaction score

Number “very satisfied”

Number “somewhat satisfied”

Total responses

Post-event

Get feedback with a surveyKey insights

Event venue

Time / time of year

Food

Entertainment

Speaking program

Interests

Demographics

Newsletter sign-up

Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps

Make sure the host organization is very obvious, not just the logoPlace your logo left or center, use a text link

Checklist Invitations & Registration

Include date/time/location/topic

Sign-up link should be most obvious, if not ONLY option, and be above the scroll line

Don’t give details that distract from signup

Reconfirm their registration

Checklist Reminder Email

Note if there is a waitlist or the event is full

Describe check-in process, where to park, what to bring, emergency contact information…

This can be a long email…really! Provide as much information as

your attendees will need to ensure they have an enjoyable

experience.

Say “Thank you”!!

Checklist Follow-up email

Include at least one photo from the event!

Ask to participate in your survey

Ask attendees to post, tweet, comment about their experienceProvide links to your social media channelsProvide them with sample content – write out some tweets for them

Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.

Easier.56

Next steps

Online vs. offline

1 2 3Easily processRSVPs and collect fees

Registration is available 24/7

Collect all of your information in one place

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Next steps

Collect only what you need

2

43

Good data in = good data out

Promote“social proof”

Use data to inform future business decisions

2

SUBMIT

1

SURVEY

Keep it simple, collect only

what you need 1

58

Next steps

Make it easy for them

1 2 3Look like you!Brand your communications.

Payment options matter. Provide more than one!

Timing matters…give enough time to plan ahead.

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Chief Creative Officer

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