Engage Your Audience

DEVELOPING

YOU

R MARKETING STRATEGY

WEBINAR

April 12, 2016

Al Wagner, CPA, Founder, CEO

Leighann Anderson, Social Media Manager

Emily Blake

Marketing & Promotions Coordinator

Introductions Al Wagner Leighann Anderson

Emily BlakeMarketing & Promotions Coordinator

CEO & FounderSocial Media

Manager

Haley BryantDirector of

Customer Success

Join us for post-webinar networking, 2-2:30P EST

Getting Started Compelling Messaging Tactics & Channels Success Stories

AGENDA

DEVELOPING

YOU

R

MARKETING STRATEGY

Getting Started

PollWhat would you like to learn during today’s webinar?

Timing and planning outreach

Targeting audiences

Using tools on the Brazen platformSelecting and better

utilizing Channels

Messaging

51% of event professionals say the biggest challenge in using social media is how to use it effectively.

Hubspot

Event Marketing Stats

26.4% of marketers don’t know which online tool to use to help them market events.

Hubspot

Event Marketing Stats

Why Marketing Matters

CONFIDENTIAL

If you build it, they will

comeEvents have to be marketed to drive

signups and attendance

Marketing Strategy Approach

CONFIDENTIAL

Important Questions •What internal stakeholders do you need to

involve? •What audience(s) are you targeting, and how

do you normally engage them? •What other initiatives are you working on

with that audience? •Is this a one off chat, or part of a recurring

series? •Do you have partnerships with other

organizations or associations that can cross promote?

•Do you have a marketing spend or use a recruiting advertising agency? Should you involve another person on your team who is responsible for marketing?

Market chats together as a series, so you

don’t have to recreate the wheel each time

This Tuesday at 6P EST (and again in a few weeks, probably)

Every Tuesday at 6P EST

We help organizations humanize engagement

by making personal interaction efficient and

scalable

Internal Marketing

Who else on your team is using the tool?

Getting Started

CONFIDENTIAL

Recap •It takes time to develop a marketing strategy,

and we’re here to help

•Marketing is a non-negotiable; you can’t deliver/receive value without it

•Before you start marketing, define your target audience and goal to make messaging clear

•Assess who else you will have to involve and how the chat(s) complement current initiatives

•Market chats together as a series to save time (this will soon be supported directly by the tool)

Compelling Messaging

It’s all about the call to action

Chat online 1:1 from anywhere on any device

Virtual Career Fair Click hereApply Online

The wrong messaging will confuse your audience and turn a prospective participant into a lost opportunity

Event Buzzwords Use a bold, action oriented title & sub title. Choose language to clearly communicate to participants to set expectations around the

purpose of this event on your landing page and throughout your marketing efforts

1:1 Free Chat Online Exclusive Mobile-friendly Connect globally Chat remotely

Office Hours Talent Chat

Online Expo Global Meetup

Live Chat Event Online Mentoring

Speed Networking Chats Online Speed Networking

Use words like: Sample Event Titles:

Event buzzwordsOptimizing Messaging starts with the event Title & Subtitle

Keep your page relevant and targeted

Keep reading to a minimum

Share social proof (testimonials, numbers etc)

Provide a consistent experience

Use a bold, action oriented headline

Know your audience (and answer potential questions)

Make your CTA clear

Landing Page Optimization TipsWhether you’re creating a custom landing page, using our tool, or forgoing a traditional landing page altogether,

here are a few things to keep in mind

Event Buzzwords “Online, and from the convenience of your own desk!”

Event buzzwordsProvide clear context, and reasons to attend

“Chat 1:1 from your phone or laptop.”

“Text-based real time messaging!”

“Grow your professional network.”

“Access to…”“Connect from

anywhere”“Tuesdays at 12P EST”

“Free and exclusively

for…”

Why should I attend?

How can I participate?

What type of messaging makes sense for your audience?

GeographicDemographic Behavioral

Mass marketing Segment marketing

Niche Marketing Personal Marketing

Engage influencers early and often to encourage them to share.

New User

Power User

Registered but didn’t

attend

Student / alum

Entry level / experienced

Your Team

Be sure to include all event information

Time, Date, Link to register

Messaging needs to be consistent across every channel

Conversion

Messaging needs to be consistent across every channel

Conversion

50 10

Tracking Links

Real time marketing feedback before, during and after your chats. How much traffic viewed your page and then left?

Survey Results

Use survey feedback to evaluate marketing success and make changes

Did the chat meet the participants expectations? Why or why not? How can you adjust messaging to better set and meet expectations? • Chat theme and focus • Followup

Over 86% of event marketers said attendee satisfaction is their

best gauge on event success. Guidebook

Compelling Messaging

CONFIDENTIAL

Recap •Create a clear call to action, and use it

consistently across all of your marketing

•Optimize your landing page to create a clear path for conversion

•Use messaging that provides context and value so participants understand how and why to participate

• Monitor your marketing in real time with tracking links

•Use survey feedback to learn more about participant expectations, and bridge the gap

Tactics & Channels

Time to tell the world

PollWhat marketing channel do you use most frequently?

PartnershipsUniversities

Local & National Associations Non-Profits

InternalEmployee Outreach Personal Outreach

Direct MarketingDirect Emails Newsletters

In Person events

Social MediaTwitter

Facebook LinkedIn

Instagram Pinterest Snapchat

OtherPaidDisplay Search Social

Online MarketingWebsite

Blog Career Site

Press Release Job Reqs

Event Marketing Stats

88% of US marketers use social media to increase awareness about their events before they occur.

FreemanXP & Event Marketing Institute

Event Marketing Stats

5 promotional methods are used to publicize the average event. Hubspot

The best channels are the ones that your audience is

using

Augment your strategy by adding events to your existing communication

April

event

Social Media Post(s)

Add to Existing Communication

Dedicated Email

Calendar

Paid Marketing

Key Conversion 10-12 days before event

Social media has the ability to amplify on its own and there is now a registration confirmation page where users can share chats through social media

Social Media

Resources available on success.brazenconnect.com

CHAT

CHATJoin us at office hours to chat about this opportunity

Join us at office hours to chat about this opportunity

Website/Staff Directory

Marketing Channels: Recruiter Office Hours

Include in Email/Message body or signature

FacebookJob ReqsLinkedIn

Tactics & Channels

CONFIDENTIAL

Recap •Identify and use the channels your audience

is already using

•Create a plan, and keep in mind that key conversion is 10-12 days from the event

•Social media can amplify on it’s own if you create content that’s worth sharing

•We have resources on success.brazenconnect.com to help you make a plan and use each channel effectively

Success Stories

Emily Blake

Marketing & Promotions Coordinator ALUMNI PROGRAMMING

MESSAGINGA

ND KEY CHANNELS

How does the Purdue Alumni Association use Brazen?

Try Multiple Approaches

Recurring networking + one offs allow you to experiment to see what your audience responds to

What channels do you use?

Dedicated Page on Alumni Website

When and how frequently do you post?

Painting a Clear

Picture

Is the experience the same across all marketing channels? Do you do any targeted marketing?

Young Alumni Engagement

How do you measure success?

Al Wagner, CPA, Founder, CEO Leighann Anderson, Social

Media Manager

CREATIVE MARKETING

ENGAGING PROSPECTS

MEDIUMS

How does TruPayroll use Brazen?

What’s the value of participating in an online networking event with TruPayroll?

Recurring Chats

Recurring networking + one offs allow you to experiment to see what your audience responds to

How do you share the value of participating and get people online?

Make it fun, engaging, and sharable

Explore New Mediums

Q&A

Be Brazen.CONFIDENTIAL