Omni-Channel Marketing Strategies for Conferences

Date/Time: Monday, March 6, 201710:00am – 11:30am

Learning Format: Create

Audience Level: Applied

What We’ll Cover Today

• The Digital Marketing Mindset• Building Data-Rich Profiles• Multi-channel versus Omni-channel Marketing• Defining the Buyers Journey• How to build the Conference Marketing Plan

Digital Marketing Signaled a Shift

Digital Marketing

• Internet Marketing• Social Media Marketing• Search Engine Marketing• Content Marketing• Content Remarketing• Email Marketing• Account Based Marketing• Inbound Marketing

What’s the name of the category of software tools to help you manage all

of this? Marketing automation

* Published by Highroad Solution

• The more I know about you, the greater likelihood I can predict your needs and deliver what you want

• The more I deliver what you want, the more trust you have in me

• The more trust you have in me, the greater the likelihood you will buy from me

The Mindset of Data-Based Marketing

* Published by Highroad Solution

Build the most comprehensive profile possible of a user’s preferences, demographics, and activities

So How Can I Know You?

Who• Name• Address• Job Title• Education

What• Hobbies – listens to Jazz music• Lifestyle – likes espresso• Consumer Habits – drives an

SUV

When• Checks email twice a day• Checks social networks between

8p to 10p on week days• Views videos mostly on mobile

STANDARD DATA PREFERENCES BEHAVIORAL

Interest areas• Topics• ContentPreferences - How do they consume information?• Email• Website• SocialDevices• Mobile• Tablet

Building Data-Rich Profiles

Online behavior• How do they search for information?• How do they network?• How do they conduct research?• Are purchases conducted through

clicks ‘n mortar or bricks ‘n mortar?• Do they know about our competitors?Transactional History• Where do they shop?• What have they purchased with us in

the past?• What was the last item they

purchased?

What data helps drive insights? What kind of data should you collect?

How Can You Collect This Data?

Smart Martech Stack

* Published by Highroad Solution

• AMS• Ecommerce• Email Marketing• Email Automation• CMS• LMS• Event Systems• Social Communities• Other _______________________

Activity: Circle Your Main Data Sources

• Are you tasked with growing conference numbers or maintaining?

• How do you acquire new registrants?• How many emails do you send in one day?• Do you have data / insights about your ideal

conference registrant?• Where does your time / effort go?

Activity: Fundamental Premise ExerciseTake 10 minutes to note the following:

Fundamental Premise Exercise – ERA

• Are you tasked with growing conference numbers or maintaining?• Goal: Grow• Reality: Maintain

• How do you acquire new registrants?• Direct mail, email, partners, speakers, BOD, social,

advertising, telemarketing• How many emails do you send in one day?

• No more than one per segment• Do you have data / insights about your ideal conference

registrant? • Marketing Mike

• Where does your time / effort go?• Plan coordination and organization • Creation and implementation

Take some time to write down what you know about your ideal conf registrant

Who Is Your Ideal Conference Registrant?

Write down what you know about your ideal conference registrant

BACKGROUND:

DEMOGRAPHICS:

IDENTIFIERS:

Activity: Who Is Your Ideal Conference Registrant?

Information Distribution Channels

Website• Microsites• Ecommerce• BlogsSocial• LinkedIn• Twitter• YouTubeWebinars

EventsEmail• Automation• Promotion vs RetentionAdvertising• Organic• PaidPrint• Direct Mail• Advertising

Website Other:

Social

Webinars

Events

Email

Advertising

Print

Activity: What Are Your Current Channels?

• Print • Digital • Partner Network• Telemarketing

ERA’s Channels

Conference Website

Organizational Website

Emails - Promotional

• Facebook• Regular updates• Paid advertising

• LinkedIn• Regular posts• Paid advertising

• Twitter• Regular updates

• YouTube• Highlights video• Video interviews

Social

Scott to input

Direct Mail

Blog Posts

Advertising - Print

Advertising - Digital

• Exhibitors• Exhibitor Invites• “I’m Going” digital button

• Speakers• “I’m Going” digital button• Social media• Video interviews

• Board and Committee Members• “I’m Going” digital button• Talking points

• External Partners• Print ads• Postcard drop• Enewsletter advertising

Partner Channels – Board / Speakers / Exhibitors

Telemarketing

• External partner• Segmented and targeted

• Members vs. Non-members• Past attendees vs. Never attended• Geography

• Timing based off key deadlines• Early bird• Hotel

Used interchangeably - but not the same!

Multi-Channel Marketing: Organizational or Brand-driven view of touchpoints used to engage with a customer or prospect• “Inside-Out” View• “Outbound”• Viewed as tactical / operational

Omni-Channel Marketing: Orchestrating the customer experience across all channels so that it is seamless, integrated and consistent• “Outside-In” View• “Inbound” • Viewed as strategic

Multi-Channel Marketing vs Omni-Channel Marketing

Multi-channel vs Omni-channel

Multi-channel perspective Omni-channel perspective

Remember we are looking to build an in-depth, comprehensive, data-rich profile of our ideal conference registrant• Optimizing the user experience as the user moves

from channel to channel maximizes our reach• Helps in predicting who are our ideal targets• Ensures right message gets to the right audience• Helps us collect additional data with each interaction

Why Does Knowing the Difference Matter?

Now Think About the Buyer’s Journey

+5

+5+5

+10

Total Score: 20

* Published by Highroad Solution

Activity: What Is Your Buyer’s Journey?

ERA Buyer’s Journey - Print

* Published by Highroad Solution

ERA Buyer’s Journey - Telemarketing

* Published by Highroad Solution

ERA Buyer’s Journey - Digital

* Published by Highroad Solution

In Action for ERA - AutomationHousing Info Reminder Workflow:

List of Confirmed Registrants

30 days before 8/17 deadline

(7/18)

Send Email Reminder #1

9 days before deadline (8/8)

Send Email Reminder #2

2 days before deadline (8/15)

Send Final Email Reminder

Email #1 Reminder

Email #2 Reminder

Final Email Reminder

Automation - Online Behavior

Define Your Goals & Objectives (go back to your Fundamental Premise Worksheet)• Grow or maintain numbers?• Specific group to target?• Promote additional programs?Identify Your Ideal Conference Attendee• Consider: New to the Conference OR New to the Association • Demographics• Behavior• Persona – know who they are - what problems will attending the conference

solve?Map Out the Buyer’s Journey (go back to your Buyer Journey Worksheet)

Now Identify the Key Channels to Optimize / Use• Social• Direct Mail• Email

Omni-Channel Marketing Plan – What You Need

Assess Where Your Org Is

Multi-Channel? Omni Channel?

http://pages.highroadsolution.com/sdma2017_survey

Thank You!

Maneesha MangesHighRoad SolutionPhone: 703-272-4125Email: mmanges@highroadsolution.comTwitter: @maneeshamanges

Scott OserScott Oser AssociatesPhone: 301-279-0468Email: scott@scottoserassociates.comTwitter: @scottoser