Jan 2016 • Singapore

Inbound Marketing for EventsBy Veemal Gungadin

Marketers globally (in 2016)prioritize an inbound approach

3out of 43

out of 4

Outbound MarketingDisruptive & hard sell

Broadcast Advertisin

gTelemarketing Email Blasts to

Purchased Lists

Print Advertisin

g

Inbound MarketingCustomer-driven, timely & content-rich

BloggingSocialMedia

SEO Podcasting Email Blasts to Approved

Lists

●Attract more attendees●Cross-sell products & services to registrants●Create sales opportunities for exhibitors●Lower attendee churn

How can Inbound help in events?

How can you apply Inbound for events?

A E AAttract Engage Attend

RRegister

Leads / Invitees

RegistrantsAttendee

sStrangers

Attract

Attract

1. Leverage on Past Event’s Content

Exclusive Content Generated During

an EventPhotos &

Videos

Social Media

Reports, Surveys & Statistics

White Papers

Show Dailies

Press Announcements

Exhibits

General Sessions

Presentations

Repurpose and share past content

Exclusive Content Generated During

an EventPhotos &

Videos

Social Media

Reports, Surveys & Statistics

White Papers

Show Dailies

Press Announcements

Exhibits

General Sessions

Presentations

Post Presentations on SlideShare

Get views

Get shares

Promote your event brand

Exclusive Content Generated During

an EventPhotos &

Videos

Social Media

Reports, Surveys & Statistics

White Papers

Show Dailies

Press Announcements

Exhibits

General Sessions

Presentations

Create Infographics

Image with shortened URL & contact no

Event branding

Exclusive Content Generated During

an EventPhotos &

Videos

Social Media

Reports, Surveys & Statistics

White Papers

Show Dailies

Press Announcements

Exhibits

General Sessions

Presentations

Promote Through Recap Video

Exclusive Content Generated During

an EventPhotos &

Videos

Social Media

Reports, Surveys & Statistics

White Papers

Show Dailies

Press Announcements

Exhibits

General Sessions

Presentations

Retweet

Showcasing past event

Retweet of testimonial from attendees

Promotion of new event

Attract

2. Leverage on Speakers

Get speakers to blog

Original & high quality content created by speakers

Promote blog posts to leads

Content-driven email marketing

Soft-selling of event

Interview speakers

● Easier to generate● Create video / podcast● Blog about it

End blog post with Call-to-Action

Connect speakers to your audience

● Leverage on social media● Trigger conversations

Attract

3. Create Gated Content

Non-Gated Content

You lose opportunity to learn about prospect

Examples of Gated Content

Download Sponsorship Package

Download Brochure / White Paper

Register Interest Form

Get Discount Code

Content LeadGated Content - Online Form Submission

Stranger

Register

Lead

Lead Nurturing

Registrant(or Exhibitor / Sponsor)

Register

1. Nurture Your Leads / Invitees

Example: Lead signs up to download a sponsorship package document

Thanks for downloading the [doc-title]

“Just checking in…”

See how [past-exhibitor] had [figure]% ROI at [event-name]

[event-name] last year attracted [xx] delegates. This year promises be bigger.

Exhibition & Sponsorship Options at [event-name]

[company-name] at [event-name]

Close deal

Download PDF

Series of emails after signup are all automated

Register

2. Remarket to Leads

Remarketing with Google Ads

Prospect returns to your website

Prospect Your event website

Prospect is tracked Prospect leaves Your ad on other websites

Example

Remarketing with Facebook Pixel

Your event website

Prospect Prospect is tracked Your ad is shown on Facebook

Prospect visits Facebook

Prospect returns to your website

How You Can Remarket to Leads

ExampleLeads who have not registered yet●Target with banner ads●Target with pre-roll video ads

Why Remarketing

Cost per acquisition (CPA) via remarketing much cheaper than other channels

Engage

Registrant(or Exhibitor / Sponsor)

Attendee

Engage

1. Automatically Update Blog Subscribers

Post Blog Blog SubscribersEmail Notification

Automated

Subject is from latest post

Personalized

Listing of posts with summary & image

Engage

2. Get Referral From Registrants

Pro-actively Ask Registrants to Refer

Attend

A E AAttract Engage Attend

RRegister

1. Create content by leveraging on past event & on speakers 2. Create gated content

1. Nurture your leads / invitees2. Remarket to leads

1. Automatically update blog subscribers2. Get referral from registrants

Thank Youwww.gevme.com

@gevme