Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI
description
Transcript of Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI
![Page 1: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/1.jpg)
Event Marketing Secrets: Generating Real Buzz that Drives Registrations, Attendance and ROI
© 2011 Marketo, Inc.
![Page 2: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/2.jpg)
Page 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Today’s Speakers
Jon Miller (@jonmiller2)VP Marketing & Co-FounderMarketo
Rachel ThorntonVP of Dreamforcesalesforce.com
Tamara MendelsohnDirector of MarketingEventbrite
![Page 3: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/3.jpg)
Dreamforce 2011August 30th – September 2nd
Rachel Thornton
VP, Dreamforce
Salesforce.com
![Page 4: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/4.jpg)
Focus on Customer Success
![Page 5: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/5.jpg)
Bring Customer Success to Life
•500 Events worldwide
•300 Events in North America
•80,000 attendees each year in our top 8 markets
•250+ Customer speakers
DREAMFORCE
![Page 6: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/6.jpg)
Dreamforce 2011
30,000attendees
300partners
425+sessions
One community
“Tipping point, paradigm shift, perfect storm… whatever we call it, industry conferences will never be the same.”
-- Jack Crawford, Allergan
![Page 7: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/7.jpg)
RELEVANT PERSONAL INNOVATIVE
![Page 8: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/8.jpg)
RELEVANT DF10 - 368 sessionsDF11- 425 sessions
>97,000 seats
70% of seats filled prior to event
80% customer delivered content
Session scores all > 4.0
![Page 9: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/9.jpg)
9
PERSONAL
•Content Groups
•Trending Topics
•Follow Sessions
•Follow Speakers
•Connect with your peers
•Solve Problems
•Make Friends
![Page 10: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/10.jpg)
10
“No conference has had an app about its attendees before. Collaborate, meet people, review breakout sessions or even post a question on the wall of the CEO. This is really groundbreaking.”
— Jeff Grosse, crmfyi.com
INNOVATIVE
![Page 11: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/11.jpg)
11
Dreamforce changed the attendee experience
RELEVANT PERSONAL INNOVATIVE79%
of eligible registrants opted
in
13,582 attendees opted in
78,678posts and comments
5,500 users
posted/commented
2,900 users with 3 or more
posts/comments
Overall conference
score 4.7/5.0
![Page 12: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/12.jpg)
So Join Us….
Amazing savings with Summer Special pricing - $899Expires 6/29
![Page 13: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/13.jpg)
© 2011 Marketo, Inc.
Jon Miller, VP Marketing and Co-Founder, Marketo
Author of Modern B2B Marketing blog
@jonmiller2
![Page 14: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/14.jpg)
Page 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Salesforce - Best Marketing Automation
Best Marketing Solution Best Marketing and Sales 2.0 Solution
Who’s Who in BtoB
1. Marketing automation, sales effectiveness and revenue analytics have become a must-have solution
2. >1100 customers; 315% YOY growth
3. Customer Impact: Fast 40%+ improvement across sales & marketing
4. Award Winning Products & Modern Technology
5. Furious pace of innovation: 8-week release cycle
6. World-class management team
Marketo is the leading Revenue Performance Management Solution
![Page 15: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/15.jpg)
Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Rockstar Roadshow
1. 28 events in 14 cities in 3 months
2. Day 1: Revenue Rockstar Event1. 2-5 pm Thought Leadership2. 5-7 pm Happy Hour/Networking3. 7 pm+ Exclusive VIP dinner4. Average 100 attendees, 75% customers and
prospects
3. Day 2: CMO ROI Roundtable Breakfast1. Executive invitation only2. Average 11 executive attendees
![Page 16: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/16.jpg)
Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Why Introduce Roadshows?
Tradeshow Average Cost Per Prospect: $225
vs. $65 TargetThe Human Touch
![Page 17: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/17.jpg)
Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 1: Set Goals Upfront
1. Not just people, but the RIGHT people2. Revenue impact3. Prospects and Customers4. Spiff for the team
![Page 18: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/18.jpg)
Page 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 2: Strong Theme / Creative
1. Iconic
2. See yourself
3. “Be a Rockstar at the Office. Leather Pants Optional.”
4. T-shirts
5. Supported by boutique hotels with high-cool feel
![Page 19: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/19.jpg)
Page 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
CMO BreakfastT-4 weeks E-mail invitationT-4 weeks Boxpilot voicemail (data quality)T-3 weeks Direct Mail invitationT-2 weeks “Forward” from lead ownerT-1 weeks Customer Call Downs & Jon email to ProspectsT-3 days Confirmation Email Forward email from Jon T-2 days Boxpilot VM Confirmation
Success Secret 3: Multi-Touch PromotionRevenue Rockstar
Multi-City Invite + Big Bang Press ReleaseT-2 weeks Individual city inviteT-1 weeks Individual city invite v2T-2 days Limited space inviteT-2 days BoxpilotConfirmation (Prospects)T-1 day Reminder email
![Page 20: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/20.jpg)
Page 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Most Registrations Happen in Last 2 Weeks
Example: NYC event on June 7
![Page 21: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/21.jpg)
Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 4: Segmentation
1. Lots of energy went into data quality and reusable lists2. Used demographic score to target top prospects for direct mail and call downs3. Location matters:
1. Company versus personal location versus inferred location (e.g. billing address versus mailing address)
2. Attended other events in that area3. …but you’ll never get it exactly right, so message appropriately and close-the-loop
![Page 22: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/22.jpg)
Page 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 5: Follow-Up Fast1. CDs with content at the event2. Slides out next day3. Immediate sales notifications and “interesting moments”4. Follow-up survey included requests for a demo and willingness
to be a reference5. Livestream for engagement with non-attendees
![Page 23: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/23.jpg)
Page 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 6: Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
![Page 24: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/24.jpg)
Page 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 7a: Measure to Prove ROIG
ood
Bett
erBe
st
![Page 25: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/25.jpg)
Page 25© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 7b: Measure to Improve ROI
1. Variance by city1. Chicago, DC, NYC,
and Philly mostexpensive
2. Suburbs are cheaper
3. Smaller cities oftenhad better ROI
2. Other:1. Don’t have competing executive events
2. Executive to executive text only emails work well
3. Have a Plan B for everything, e.g. don’t trust the hotels to ship your boxes to the next location on time!
![Page 26: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/26.jpg)
Eventbrite—Tamara Mendelsohn, VP of MarketingOrganizing events that speak to event organizers.
![Page 27: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/27.jpg)
Page 27© 2011 Marketo, Inc. Marketo Proprietary and Confidential 27
What is Eventbrite?
![Page 28: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/28.jpg)
Page 28© 2011 Marketo, Inc. Marketo Proprietary and Confidential
We think about events all the time…
• How can we help our customers reinforce their brand presence?
• How can we make it easier for our customers to spread the word about their events?
• What about the people who attend those events?
• And how can we help them measure the impact of their outreach efforts?
![Page 29: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/29.jpg)
Page 29© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Meet Brianna and Damany
• Event Evangelists in 5 metros, with more to come
• They throw a wide variety of events: from luncheon presentations to big parties
![Page 30: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/30.jpg)
Page 30© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Reinforce your brand presence
• Put a human face to it• Get into the mindset of the
different types of people you hope to reach and tailor the communication
• Create something memorable
![Page 31: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/31.jpg)
Page 31© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Tap into the virality of events
![Page 32: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/32.jpg)
Page 32© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Social media drives measureable results
• When one person shares an Eventbrite event on Facebook with their friends, it yields on average…
$2.52 in ticket sales11 event page visits
![Page 33: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/33.jpg)
Page 33© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Give attendees a reason to engage
Before the event:• Encourage sharing to jumpstart dialogue• Encourage the use of a hashtag
During the event:• Make attendees aware of the backchannel• Aggregate and display the backchannel
After the event:• Ask for feedback• Create and share summaries
![Page 34: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/34.jpg)
Page 34© 2011 Marketo, Inc. Marketo Proprietary and Confidential
![Page 35: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/35.jpg)
Page 35© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Use your data
![Page 36: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/36.jpg)
Page 36© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Don’t forget about entry management
![Page 37: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/37.jpg)
Page 37© 2011 Marketo, Inc. Marketo Proprietary and Confidential
![Page 38: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/38.jpg)
Page 38© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The entire experience reflects your brand
• Invitations• Promotion• Social media• Entry management• Event experience• Follow-up
![Page 39: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/39.jpg)
Thank you!Tamara Mendelsohn, Eventbrite@tmendelsohn
![Page 40: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/40.jpg)
Questions & AnswersContact Us+1.877.260.6586www.marketo.com
![Page 41: Event Marketing Secrets: Generating Real Buzz that drives Registrations, Attendance and ROI](https://reader033.fdocuments.in/reader033/viewer/2022052410/55528cabb4c905e8128b45f9/html5/thumbnails/41.jpg)
Thank You for your Participation!
Additional Questions? General AMA Questions can be sent to: [email protected]
Recording A link to the recording of this presentation will be sent within a few days.
Slides A link to the slides will be sent to you within a few days.
Twitter Please reference hash tag: #MARKETO, when tweeting about this webinar
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their
services, please visit www.ReadyTalk.com/AMA