Event Director’s Best Practices Webinar Series Presents Call-in for audio UK: 0844 871 9642 Ireland: 1800 937 003 USA: 1 866 548 3459 Conference Code: 423 657 9790 Marketing Programs to Grow Registration Amber Martin Manager Online Media April 19 th 2011
Presentation Goals By the end of this presentation you will: 1.Understand why online marketing is the best solution for a conversion driven event marketing strategy. 2.Understand the elements that make up a well rounded digital media strategy. 3.Understand how to use digital media to drive participants to your event. 4. Understand the benefits of both paid and unpaid digital media efforts. 5.Understand how digital media can increase repeat participation in your event.
Why go online to communicate with your consumers? Immediate call-to-action • Consumers have the ability to view and click on an ad at the point of interest in order to find out more information and/or register. • Print advertising does not allow you to take action straight from the ad. Ability to target any audience • Advertisers have the ability to target as broad or as narrow an audience as fit. • Advertisers have more versatility with their budget because they can pick and choose rather than be locked into 1 large scale print buy. • Advertisers can target an audience by geography, gender, age, interests, and much more. Detailed reporting and tracking • Print provides minimal reporting, limited to the total printed and delivered. • Online media offers extensive reporting, allowing you to track deliveries, impressions, opens, clicks, click rates, and even conversions.
The Digital Media Mix Target your potential client with multiple forms of digital media to ensure as many consumers as possible are exposed to your event. Email Editorial Marketing Promotion Viral Online Marketing Advertising and Social Media Potential Consumer
Online Advertising: IAB Traditional Units • eNewsletters Locations • Websites • Leader Board – 728x90 • Skyscraper – 160x600 Ad Sizes • Medium Rectangle – 250x300 • Image Driven Advantages • Drive Brand Awareness
Online Advertising: Text Listing • eNewsletters Locations • Websites • Ad Sizes Vary Ad Sizes • Some Ads Include Text and Image components. • Fit Into Content portions of Websites. Advantages • Allow event directors to tell the story of their event.
Online Marketing: Reporting • Impressions Conversi • Clicks • Registrations Reach Action • Deliveries • Click Rates • Transactions on • Opens
Online Marketing: Design Call to Action • Include a call to action (register now, find out more etc.) Image Driven • Include compelling images to grab the viewers attention. Discounts and Offers • Include offers that will entice viewers to act. Deadline • Include deadlines to ensure that people know they have limited time to act.
Why use email to communicate with your consumers? Because people read it • 91% of Internet users between the ages of 18 and 64 send or read email • An even higher number of users aged 65 or older do the same • Most Europeans use it every day. It’s Cost -effective: Direct Mail vs. Email • For the same response, direct mail costs 20 TIMES as much as email. Detailed reporting and tracking • With print you only know the total printed and delivered. • In online media you can track, deliveries/impressions, opens, clicks, click rates, and even conversions.
Email Marketing: Types of Email Marketing Emails to Your Database Email to Potential New Customers • • Drive past participants to participate Create offers to entice new again. customers to choose your event. • • Drive participants to invite their Work with publishers with an friends to participate. audience that fits your needs. • • Share pertinent information with Work with publishers to understand participants. what drives their audience to convert.
Email Marketing: Build a successful list of contacts • Include a link to subscription on your website. • Gather email addresses on all registration forms both online and print. • Collect addresses at all expos visited. Gather email • Get permission to send email to all contacts either through opt in or double opt in. addresses • Personalise all emails. • Make sure to gather as much data as possible from subscribers. • Ask when subscribers wish to receive email. This insight will help you develop a Gather successful email schedule. pertinent • Find out whether emails are personal or work emails. information from Contacts • Target all emails based on content. (Targeting ideas: age, gender, location, times registered) • Segment email lists and send emails more frequently to smaller audiences. Create a • Create offers for different subsets of people encouraging them to register year over structure of year. sub lists.
Email Marketing: Design Clear Call to Action • Identify the purpose of your email and make sure there is a call to action around that purpose. • Create multiple links where subscribers can act on the email . Image Driven • Design all emails around compelling images. • Identify the message behind your email, and only include key text that helps convey that message. Include Offers • Include offers with explicit deadlines to encourage subscribers to act quickly. • Track effectiveness of all emails based on the number of subscribers that take advantage of offers.
Editorial Promotion: Traditional Media Local Celebrities Television/Radio Print • Offer free registration to local • Announce the event to non • Announce the event to all print broadcasters, so that they will print media to get audio and publications in your city and discuss their training and visual coverage. counties so reporters can participation on air. • Work to get your event cover the event. • Officially release any changes televised on local TV stations. • Book event director on local or key new features that would entice print publications radio and television stations to to release a feature on your discuss the event as it nears. event. • Submit feature stories and editorials on your event to publications.
Editorial Promotion: New Media Your Website – Your Video Editorial/Feature Greatest Tool • Always link to all posts and • Write editorial and feature • Create videos of your course. media on other websites back based articles about your • Post videos from prior years to your website so that your event. events to excite participants participants can find • Work with content teams to and encourage new people to information easily. edit and rework articles to participate. their standards and formats.
Viral Marketing: Online Community Develop topics for blogs and message boards Come up with creative topics for message boards will ensure that users continue to come back often to participate in the community. Measure success based on repeat visitors and contributors to your community. Create easy visibility for community of websites Include links to message boards and blogs in website navigation. Feature key blogs or message board posts on your website’s home page. Market message boards Include a link to the community on all communication with participants and past participants. Host message boards outside of your website so people with interest in your topics can find your event, website, and community. Market online registration in all communities Include a link to online registration, so that people who come across the community without having registered for your event have the opportunity to register.
Viral Marketing: Social Media Social • Facebook Pages • Twitter Pages Presence Social • Like button on your website. • Social fees on your website. Sharing Social • Photo Submission Media • Video Submission Contests
Active.com/Global: All Encompassing Solution • Active will market your event from open to close of registration. • Free calendar listings and premium banner placements Online Marketing • Huge database of active individuals can be targeted geographically and by sport interest. • Provide reporting and samples of all marketing. • Special offer emails are part of Active’s premium marketing services to our clients Email Marketing • Exclusive to your event and marketed on your behalf to our participants database targeted by country and interest • Social Sharing on event details page: Visitors can like and comment on your calendar event through Facebook Viral Marketing • Posts on Active Network Facebook and Twitter pages . • Active can design and develop an website for your event. • Active uses a content management system so that your Websites website is easy to update and keep relevant.
Questions & Answers? Active Network Marketing.Global@ActiveNetwork.com +44 (0)207 313 5701 www.twitter.com/active_uk
Thank you for attending! Would you like to be a speaker at a future Active Network webinar? Contact Ana Jesus on the email below : marketing.global@activenetwork.com Special thanks to Amber Martin
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