Integrated Marketing: In-Person and Online Events
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Transcript of Integrated Marketing: In-Person and Online Events
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Integrated Marketing: In-Person and Online Events By OmnePresent
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Introduction
● Vital part of B2B marketing plan
○ Whether it is online or in-person event, it helps to increase sales, raises brand alertness and improves understanding of product and services
○ Knowing the importance of events, B2B marketers have increased their budget for such even
● Any type of event needs a right direct to data management and marketing automation to abolish problems and make most of event ROI
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Freeze Your Event Marketing Objectives● Planning should be done in such a way
that the desired goal is achieved● Create qualified leads based on their
buying plans and ideas given in registration data
● Recognize core decision makers and build relation with high-level executives through various events
● Structuring brand alertness or thought direction is an important event
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Choose Time, Place And Medium To Give Away Invitations
● The quality, time-slot and intended audience of event play an important role
● Email-marketing, social media and direct mails can be used to give away invitations to create new leads
● Fix time and process to distribute invitation to avoid conflict
● Freeze the date and other information before giving invitation
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Control The Registration Process
● Online Registration is best and mostly used process
● While fixing landing pages ensure system keeps track of origin of each registration
● Custom landing page and tracking codes can be used to keep an eye on each attendee
● Ensure system closing automatically on given deadline
● Automated tools should be used for event confirmation and reminders.This also helps in personal communication with attendees
● RSVP is a request to response form for attendees to inform whether they are accepting or declining the invitation
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Build your Lead Capture Action
● Robust and precise lead data can be obtained from event registration and on-site activity such as inspecting business card and badges
● The gathered data should enter marketing automation or CRM as soon as possible
● A system should be available that can record updates and keep expected accurate data in a proper manner
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Get Ready To Rank And Prioritize Registrants
● All B2B marketers know that the points emerged can range from success to failure
● So it’s vital to have a system that can check according to business principle and arrange it for follow-up
● A powerful system can analyse the coming leads against a current database and can determine other behaviour
● This type of system can conclude whether to direct a lead towards sales or to nurturing campaign or reject it as inappropriate
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Arrange Nurturing Action
● Lead scoring definitely produces data required for lead nurturing campaign
● Events should be nurtured with suitable content and timely touches
● Every attendee and CEO should be given some additional offerings like invitation of dinner or panel discussion for CEO and additional webinars and white paper in a follow-up email to attendees
● Attendees choice of communication should be analyzed and should be contacted in that way only for events
● Keep an eye on social media post and in between events and ensure twitter hashtag for each
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Choose Your Metrics And Evaluate Your Outcome
● Fixing of goal makes it convenient to plan appropriate metrics
● If an event aims at producing lead then number of Marketing Qualified Leads (MQL) as to total number of attendees is a vital metrics to record
● System should be in proper condition● Only establishing MQL is not
enough,identifying efficient leads that will change sales pipeline , time taken by them for this change and revenue produced is important to know
● You will get a detailed vision of ROI if you put high efforts in combining marketing activities and adopt close loop reporting with sales team
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Media Used For Such Events
● Various media such as TV, phone, email, radio, magazines, internet etc can be used for this purpose
● Ads given on various media can be of different format but should deliver a consistent message
● Use of internet on a higher level nowadays, has given on-line events great importance
● Providing consistent information about brand on internet helps to connect with various people
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Collect Responses Of Your Attendees
● Lastly always find various modes to collect responses from attendees at live events
● It could be easy or complex at certain point
● Feedback can be auto-generated, email , through phone or can also be taken through in-person meeting
● Observe your social media pre and post of event to deliver Twitter hashtag
● It helps to provide real-time source of responses by acknowledging complaints or request of attendees
● This not only helps in better marketing but also helps in providing better customer service and is also recognized by attendees
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Conclusion
● Online and In-person events helps to understand products and raise the brand so it has influenced many company to increase their budget for it
● First set the goal of event , then decide when,how and where it will be conducted ,next register the attendees and prioritize them accordingly and lastly take feedback from attendees
● Various media and metrics can be used to organize such type of events and make it effective to achieve the desired objective
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