modern event marketing
DESCRIPTION
David Martin, VP Marketing & Content of the Electronic Retailing Association, Suzanne Carawan, CMO of HighRoad Solution and the Event Alley Show presented an interactive session at the American Society of Association Executive's 2014 Springtime education conference & exposition. HighRoad Solution is the only eMarketing provider used by and endorsed by ASAE.TRANSCRIPT
Modern Event Marketing
Crafting Experiences That Last
EXPERIENCE
(We’ll use post event, we promise)
#asaestar
#stexpo
Try Me! Proud to Be a Guinea Pig!
OUR PROMISE• Fast-paced• Do whatcha like• All makes sense at the end• This is the last bullet point
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100% from Market | 800,000 New Facebook Fans | Limited Production | Sustained Demand
Big News….
WE’RE LIVE
Award Ceremony!
Elite Performance Category
Just Do It
Award
Elite Performance…Just Do It Award
Deborah Young
Deborah Young, CMP, CEM
JUST THE FACTS:
Assistant Executive Director, Conferences & Exhibits
National Association of Elementary School Principals (NAESP)
Based in Virginia, USA
Final Decision Maker
Plans Meetings throughout USA
Largest Meeting: 1,001-5,000
Hotel Nights: 1001+
Requires Exhibit Space
10 or Less + Annual Meeting
2017 or Beyond
Event Star: The Deborah Young
FUN FACTS:
Persona: Marketing/Comms/Brand ManagerIP Address: 50.202.163.222 (Ellicott City, MD)
Baby Boomer
Open to Photo Ops
Competitive—Will Compete for Prizes
Likes Tactical Learning
15 Interactions to Date Connected to this Event
15 years, 7 months at NAESP
Member of IAEE, PCMA and Baltimore Advisory Board
Event Star: The Deborah Young
Opened 50% of my Emails
Sent Email on May 2nd (Friday)
Registered First Time at 9:36 am on May 6th (Tueday)
Opened New Invite for Different Event on May 13th
The Deborah Young!
Empowered Leader Category
PlaymakerAward
Empowered Leader Category
DeVonne Parks
DeVonne Parks, CEM
Member Services & Engagement ManagerNational Information Standards Organization
Maryland, USA
Significant Influence
Plans Meetings in the Northeast
Meeting Size 1-1,000
Hotel 101-300
10 or Fewer + Annual
2017 and Beyond
Event Star: The DeVonne Parks
FUN FACTS:
Favorite Color is Purple
Persona is a Visionary for Her Organization
Went to Cedarville University
Big Time Volunteer with IAEE DC Chapter & PCMA DC Chapter
Animal Welfare Advocate
36 Endorsements for Event Management
We both graduated in 1995 (Gen X Unite!)
Open to photos
Also Competitive
Likes to read, exercise, bake cakes & cookies & travel
Event Star: The DeVonne Parks
Interaction with DeVonne:
Sent email on Friday, May 6th @ 9:30 amRegistered Tues, May 13th @ 11:42 am
Sent New Event Invite on May 13th @ 1:05 pmRegistered May 13th@ 1:06 pm
From May 6-13th (8 days):2 Registrations5 Emails4 Website Visits
The DeVonne Parks!
Get Real with the Winners
Hey Hey! It’s Nene!
Audience Challenge!
One tweet to include both:
#dcRising #asaestar
Reflection & Discussion Time:
How Did Digital Just Drive Our Live Experience?
How’d We Do It? Where’d We Get the Info? Hmmm……..Answer in 15
Behind the Scenes
Using the Power of Digital to Drive Live Experiences
Icebreaker/preference
Buyer Persona
Cultural References
Level of Risk/Adoption
Learning/Experience Modality
Why we’re asking, what good your answer will do for you & the org overall
The Deborah Young! The DeVonne Parks!
pre-event
innovation moment
Smart Marketing
live event
Innovation
moment
Using the Power of Digital to Continue the Experience
What Does it Mean to Be an Event Star?
What Was Your Innovation Moment?
Get RealAbout XYZ
Reflection & Discussion Time
Behind theScene
The Pulse
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EXPERIENCE
THANKS TO OUR SPONSORS