Campaigns That Drive Action

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1 Campaigns That Drive Action Events and Online Registration Constant Contact 2015

2 BE A MARKETER All it takes is Constant Contact #BeaMarketer

3 What are campaigns? Push content Pull response 3

4 What are campaigns? Push invitations John Doe Pull registrations 4

5 Types of events Fundraisers & galas Conferences Workshops & classes Networking & gatherings Seminars & lectures 5

6 Agenda 1.Why run an event? 2.Event promotion 3.Why use online registration? 4.Post-event actions & follow-up (survey!) 5.Next steps 6

7 1. Why run an event? Agenda 1.Why run an event? 2.Event promotion 3.Why use online registration? 4.Post-event actions & follow-up (survey!) 5.Next steps 7

8 1. Why run an event? What s your goal? Raise money or drive purchases Reward loyalty Create engagement Grow your list Celebrate milestones Educate 8

9 Provide a wow! experience Entice to stay in touch Engagement drives social visibility Engage people 9

10 Don t be afraid to charge for your event % 29.00% 200,000 RSVPs x.01% = % Date/time conflict 0.01% Other Location Cost

11 2. Event promotion Agenda 1.Why run an event? 2.Event promotion 3.Why use online registration? 4.Post-event actions & follow-up (survey!) 5.Next steps 11

12 2. Event promotion Create Buzz (5-6 weeks out) Increase Registration (3-4 weeks out) Maximize Attendance Event (2 weeks Date out to event date) Give attendees time for planning, booking travel, donations, etc 12

13 2. Event promotion Feature the event and registration page on your website Create Buzz (5-6 weeks out) 13

14 2. Event promotion Publicize your event... list it. Social Media Event directories Local paper Event calendars Co-marketing 14

15 2. Event promotion Then? Leverage your newsletter. 15

16 2. Event promotion Invitations ( & paper) Social media posts Increase Registration (3-4 weeks out) 16

17 2. Event promotion You re almost there... take it home! Maximize Attendance (2 weeks out to event date) Send reminders Provide tickets or confirmation Reminder on event website or homepage Updates & reminders on social media 17

18 3. Why use online registration? Agenda 1.Why run an event? 2.Event promotion 3.Why use online registration? 4.Post-event actions & follow-up (survey!) 5.Next steps 18

19 3. Why use online registration? What is offline? What is online? Offline tools are indirect: Attendees are registered indirectly via phone, invitation RSVPs, list sign up, etc... Online tools are direct: Attendees register directly Registrant information can be combined with event management tools Integration of & social media marketing tools 19

20 3. Why use online registration? 50% of invitees receiving paper invitations expect online registration 20

21 3. Why use online registration? Information. Available 24/7. All in one place. 21

22 3. Why use online registration? The invitation... keep it simple. Logo / Graphics Remember to use an interesting subject line! Event details Compelling message for attendance 22

23 3. Why use online registration? The registration form... don t do this. 23

24 3. Why use online registration? The registration form... keep it simple. Logo / Graphics Event details Event name Brief description Simple form fields 24

25 3. Why use online registration? Do they know it s you? Use consistent branding 25

26 3. Why use online registration? What should you collect? Demographics & Logistics Number of Guests Session Options Event Specific Information Payment Method

27 Accessibility and Other Needs Meal & Giveaway Info (Food Preferences, Clothing Sizes) Food Allergies or Restrictions Emergency Contact Information Leading Questions (Child s School?) 27

28 3. Why use online registration? Bad data in... Open-ended questions 28

29 3. Why use online registration? data in... Bad data out. 29

30 3. Why use online registration? Good data in... 30

31 3. Why use online registration? Good data out. 31

32 3. Why use online registration? Test it yourself first. Check that it is: Simple & clear Free of typos Considerate of time 32

33 You have the information... what s next? Backyard Tent Rental 33

34 34

35 Social Proof... Make it work for you. 35

36 3. Why use online registration? Make social proof work for you. 36

37 3. Why use online registration? Think beyond the event. Demographics & Logistics Number of Guests Session Options Event Specific Information Payment Method Build new customer/supporter Grow your list. relationships. Improve future event planning & marketing efforts. 37

38 3. Why use online registration? Payment & donation options matter. Check or credit card Online payment solutions Credit card processors Pay at the door 38

39 4. Post-event actions & follow-up Agenda 1.Why run an event? 2.Event promotion 3.Online registration why bother? 4.Post-event actions & follow-up (survey!) 5.Next steps 39

40 4. Post-event actions & follow-up The most important thing you can do after the event, say... Thank you! 40

41 4. Post-event actions & follow-up Review statistics and data. 41

42 4. Post-event actions & follow-up Collect pictures and videos. 42

43 Review social media activity. Joe Mel Kim Tweets over time 43

44 4. Post-event actions & follow-up Get feedback with a survey. # of very satisfied + # of somewhat satisfied total responses =? 44

45 4. Post-event actions & follow-up Get feedback with a survey. Event venue Time / time of year Food Entertainment Speaking program Interests Demographics Newsletter sign-up 45

46 5. Next steps Agenda 1.Why run an event? 2.Event promotion 3.Online registration why bother? 4.Post-event actions & follow-up (survey!) 5.Next steps 46

47 5. Next steps Checklists Invitations & Registration Reminder Follow-up Make sure the host organization is obvious (not just the logo). Place your logo left or center, use a text link. Include date/time/location/topic Sign-up link should be obvious and above the scroll line Don t give details that distract from signup Reconfirm their registration Note if there is a waitlist or the event is full Describe check-in process, where to park, what to bring, emergency contact information. This can be a long . Provide as much information as your attendees need to have an enjoyable experience. Say Thank you!! Include at least one photo from the event! Ask to participate in your survey Ask attendees to post, tweet, comment about their experience Provide links to your social media channels Provide sample content write some tweets for them Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc. 47

48 5. Next steps Online vs. Offline Registration Tools The Registration Form Make processing RSVPs & collecting fees EASY Registration is available 24/7 Collect all of your information in one place Keep it simple, collect only what you need Good data in = good data out Promote social proof Use data to inform future business decisions Carry your brand through Payment options matter Timing matters! Send reminders! 48

49 Resources Learn more... Local and online seminars Scroll down to Seminars & Training Get started today 60-day free trial Find help... Constant Contact Marketing Resources blogs.constantcontact.com/library Check out blog posts, guides, videos, infographics, recorded webinars and more! 49

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