Drive Year-Round Revenue for Your Event with Digital Monetization
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Drive Year-Round Revenue for Your Event with Digital Monetization
Transcript of Drive Year-Round Revenue for Your Event with Digital Monetization
Drive Year-Round Revenue for Your Event with Digital Monetization
1. Capture audience and data, enable digital monetization
2. Building packages and common mistakes
• What data you can capture and create to monetize• How to capture, store, and use• Advanced options
• Different package types (A la carte vs Integrated/Solution packages)• Common objections and confusion from customers• Mistakes from organizers
3. Common Pitfalls• Revenue and margin expectations for new digital products• Common objections and issues
Table of Contents
Only sort of here to sell something
We’ll demonstrate with freely available tools
Only sort of trying to sell you something…
Only sort of here to sell somethingWe risk our lives for Event Monetization
Why “Digital Monetization for Events”?
This is where I tell you about Feathr’s brand beliefs
Events are people and relationships
Charles D. Exhibitor
Susie Q. AttendeeRon H. Sponsor
Veronica “I’m here for the reception” Salesperson
Your Event’s Assets
Events are people and relationships
Charles D. Exhibitor
Susie Q. AttendeeRon H. Sponsor
Veronica “I’m here for the reception” Salesperson
Live Events = Audience
Your Event’s Assets
People also exist onlineYour Event’s Assets
People also exist onlineYour Event’s Assets
Capturing Audience and Data
If I hear “big data” one more time…
Your Event’s Digital AssetsYour Event’s Digital Footprint
Your Event’s Digital AssetYour Event’s Digital Footprint
Data TypesCookie• Captured with Web / Analytics Tool
• E.g. Google Analytics, AdRoll, Perfect Audience
• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days
(B2B)• Non-transferrable across platforms
Email• Captured with by Reg or Marketing• Used for transactional and marketing
messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is
~1.5 years)• Easily transferrable
Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,
native social ads• Lasts…forever?• Transferrable, but not many platforms
make use
Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms
make use
Data TypesCookie• Captured with Web / Analytics Tool
• E.g. Google Analytics, AdRoll, Perfect Audience
• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days
(B2B)• Non-transferrable across platforms
Email• Captured with by Reg or Marketing• Used for transactional and marketing
messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is
~1.5 years)• Easily transferrable
Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,
native social ads• Lasts…forever?• Transferrable, but not many platforms
make use
Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms
make use
Advanced Data Capture (not free)Cookie
• Captured with Web / Analytics Tool• E.g. Google Analytics, AdRoll, Perfect
Audience• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days
(B2B)• Non-transferrable across platforms
Email• Captured with by Reg or Marketing• Used for transactional and marketing
messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is
~1.5 years)• Easily transferrable
Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,
native social ads• Lasts…forever?• Transferrable, but not many platforms
make use
Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms
make use
Advanced Data Capture (not free)Cookie
• Captured with Web / Analytics Tool• E.g. Google Analytics, AdRoll, Perfect
Audience• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days
(B2B)• Non-transferrable across platforms
Email• Captured with by Reg or Marketing• Used for transactional and marketing
messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is
~1.5 years)• Easily transferrable
Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,
native social ads• Lasts…forever?• Transferrable, but not many platforms
make use
Standard TrackingCookie Data• Google Analytics & AdWords• AdRoll• Perfect Audience (Free Trial)
Social• Facebook and Twitter Tracking
Tags• Facebook and Twitter List Import
(email)
Email• Registration Vendor• Mailchimp
Tip: Use a tag manager like Google Tag Manager to make the deployment of all
your tracking tags simpler
Standard Tracking
Building up “Audiences” for Cookies and Social
End Result
Audience Size Hits Daily Inventory Monthly InventoryCookie Con Registered
10,000 50,000 5,000 150,000
Chocolate Chips 13,000 40,000 7,000 175,00
Gluten Free 1 1 0 (On Principle) -5
…
Total 23,001 90,001 12,000 325,000
Building Packages
Help your customers feel cool
A la Carte• Entirely separate sponsorship
opportunities• Lower package prices, faster
sales cycle, higher volume• Have to explain individual value
and mechanism of sponsorship (can be complicated)• E.G. Email List Rental, First Party
Display, Third Party Display
Combined Solutions• Based on desired outcome
instead of mechanism• Higher prices, slower sales cycle,
lower volume• Individual components are
obfuscated and less complicated• E.g. “Branding”, “Lead Gen”,
“Industry Takeover”
A la Carte vs Combined Solutions
A la Carte Media Kit (Email)
Package Type Size (List) Price Packages Available
Max Revenue
Event-wide 10,000 $2,500 2-3 $5-7,500
Category Segment 2,500 $1,500 5 $7,500
Custom Segment 100 - 1000 $1,000 10 $10,000
…
Total $25,000
List Rental / Sponsored email is probably the most common digital sponsorship. Easy to explain and understand, Straightforward fulfillment. There are issues with scale (each email is a new disturbance) and performance (read rates are low).
You want to automate my what?Marketing Automation
A la Carte Media Kit (Email)
Package Type Size (List) Price Packages Available
Max Revenue
Event-wide 10,000 $2,500 2-3 $5-7,500
Category Segment 2,500 $1,500 5 $7,500
Custom Segment 100 - 1000 $1,000 10 $10,000
Custom Email Sequence
100 - 1000 $2,500 10 $25,000
Total $50,000
List Rental / Sponsored email is probably the most common digital sponsorship. Easy to explain and understand, Straightforward fulfillment. There are issues with scale (each email is a new disturbance) and performance (read rates are low).
What is Retargeting?
A la Carte Media Kit (Third Party / Retargeting)
Campaign Type Size (Impressions)
Targeted Users Price Packages Available
Max Revenue
Event-wide Branding
100,000 10,000 $5,000 5 $25,000
Event-wide Lead gen
100,000 10,000 $5,000 5 $25,000
Category Branding
50,000 2,500 $5,000 4 $20,000
Category Lead gen
50,000 2,500 $5,000 4 $20,000
Total $90,000
Sponsored Third Party display is one of newest, and still severely underutilized forms of digital sponsorship. It addresses some of the weaknesses of other digital sponsorships by being delivered in a brand new way. Also can most easily include campaigns that bridge Desktop, Mobile, and Social.
Example Branding Campaign
Simple Combined Solution (Lead Gen)
Component Description Component PricePre-show Email Prospecting – Click through to
Landing Page$2,500
Pre-show Retargeting Prospecting – Click through to Landing Page
$5,000
Postcard Old Fashioned Prospecting $2,500
Post-show Email Follow up – Based on Landing Page Conversions
$2,500
Post-show Retargeting Follow up – Based on Landing Page Conversions
$5,000
Total $25,000
A combined solution around lead gen would consist of a full campaign including email, social, retargeting, and potentially direct mail to help drive leads for the Sponsor, without ever handing over any data.
Complex Combined Solution (Lead Gen)
Complex Combined Solution (Lead Gen)
Email (With Tracking Tags)
Social + Retargeting Based on Read + Click Audience
Landing Page with Call to Action
3 Month Email Sequence with Content
People also exist onlineYour Event’s Assets
Build new ways to access your data, instead of handing it over
Common Pitfalls
C’mon, let’s not be falling into pits.
Issues SellingDigital is complicated – People need training • Multiple training that reinforce complicated tools (particularly when selling a la carte)• Salespeople pull away from products they don’t’ feel expertise with• Difference between value proposition and method of fulfillment
• Value is the people
Incentives• Miscommunication with incentives (or lack thereof) can be very difficult to overcome• Gross margins on digital products vs physical products should factor in
Pacing expectations• New products take time and experience to grow• $25,000 in Year 1 is correct for $500,000 in Year 5
Common Objections“I don’t want to be annoying or creepy” • “Neither do we, they’re our attendees – that’s why we ensure only the right people get
appropriate messages, and we severely limit the inventory.”• (Retargeting) “The ads are going to be there no matter what, the difference is whether it’s about
something they care about or another pair of shoes.”
“We already do digital marketing”• “The digital marketing you’re already doing is targeting customers you already have, or the best
that Facebook and Google can do to guess at who our attendees are.”
“We don’t do digital”• “Exactly why you should let us give you access to cutting edge marketing technology and services
targeted directly at the most valuable possible audience for your company – with no confusing technical work required.”
Issues FulfillingReporting• One of the main values of digital is
granular, quantifiable performance• Reporting should be real-time, not 2
weeks after event• Don’t just list ”counting stats” like
impressions and clicks, give insight• Day of week / Time of day activity• Interactions per user• Mobile vs Desktop• Show funnel?
• The value is the people, not the email or the advertisement.
Why is it okay to have such higher volume on Retargeting than Email?
With retargeting you’re replacing clutter, with email you’re adding clutter. Also the targeting and pacing can be much
more specific.
How can I scale Retargeting campaigns even more?
Pre-event vs Post-event vs Event-independent campaign types.
How much does it cost to fulfill the Social + Retargeting campaigns?
$3-$5 per thousand impressions. For example a 100,000 impression campaign which you sell for $5,000 would cost
$300-500 to fulfill.
What’s the difference in configuration for a Branding vs Lead gen campaign?
Branding campaigns are optimized for exposure (maximum eye balls and maximum amount of views, no direct
outcome), a lead gen campaign has narrower targeting, more strategic touch points, and targeting a specific
outcome or action.
