MASTERING MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON

Transcription

1 MASTERING MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON Event Marketing Certificate Webinar Series: Marketing and Conversion 10 October,

2 TODAY S SPEAKERS Moderator Guest Speakers ADD PHOTO Ana Jesus Marketing Manager Active Network Andy Bargery Director Klaxon Nicolas Stevens Manager, Client Services Active Network 2

3 AGENDA 4:05PM: Mastering Marketing for Events 4:45PM: Q&A Marketing 4:55PM: Implementing your marketing campaigns with RegOnline 5:20PM: Q&A RegOnline tool 3

4 Ideas for How To Use Marketing to Drive Event Attendance Prepared for Active Network. Delivered online, October

5 SESSION OBJECTIVES 1. Getting the basics right 2. Understanding testing 3. Review automation & social media 5

6 WHO IS ANDY? Marketer & Agency Director Events Lead Generation Digital & social media PR & Communications 6

7 1. GETTING THE BASICS RIGHT? 7

8 THE BASICS Objectives Design Copy Calls to Action Data Landing pages Timing Measurement 8

9 OBJECTIVES Driving Registrations But also: Building relationships Cross promoting content Encouraging referrals Selling event merchandise Promoting apps 9

10 DESIGN HTML and Plain text Above the fold Use images sparingly Desktop, mobile and tablet Best practice footer Attachments X Video X 10

11 Consistent branding Encourage sharing Call to action Highlight key features & USPs Key benefits of attending Logistics Call to action 11

12 Call to action above the fold Personalised Call to action Easy unsubscribe Brand Endorsement Encourage social sharing 12

13 Personalised Call to action Terms / Subscription 13

14 Online version Call to action above the fold Social media integration 14

15 COPY: THE BODY Objectives Key messages Benefits not features Long vs Short form Bullets, sub-headings, bolds Headline & personalise Sender name 15

16 COPY: CALLS TO ACTION Clearly labeled Link volume Consistent landing page Click to Register Download the App View the agenda 16

17 COPY: THE SUBJECT LINE Understanding your customer Clear & concise Newspaper headline Verbs to drive action Personalise Align with body copy 17

18 DATA List management Segmentation Permission & opt-in 18

19 19 LANDING PAGES

20 TIMING Tailored to your audience 16 week promotion cycle Regular s Link to purchase stage 20

21 TIMING: TIME OF DAY 21 Mail Chimp research

22 TIMING: DAY OF WEEK Mail Chimp research 22

23 MEASUREMENT & ANALYTICS Delivery In Post click Sharing Analytics to optimise 23

24 BENCHMARKS Type of Company Open Rate Click Rate Soft Bounce Rate Hard Bounce Rate Abuse Complaint Rate Unsubscribe Rate Education and Training 16.64% 3.41% 1.42% 2.09% 0.06% 0.20% Entertainment and Events 16.09% 2.98% 0.85% 1.55% 0.08% 0.19% Health and Fitness 20.96% 5.73% 3.14% 6.30% 0.06% 0.30% Hobbies 18.45% 4.33% 1.13% 2.08% 0.12% 0.40% Home and Garden 28.20% 4.38% 2.93% 2.68% 0.02% 0.41% Music and Musicians 13.95% 2.43% 0.68% 1.07% 0.06% 0.18% Restaurant 20.07% 2.41% 0.70% 1.11% 0.09% 0.30% Retail 17.80% 3.54% 0.61% 1.00% 0.08% 0.24% Social Networks and Online Communities 22.37% 2.85% 6.94% 5.44% 0.11% 0.74% Sports 19.54% 4.77% 0.86% 1.53% 0.08% 0.24% 24 Travel and Transportation 14.50% 2.71% 0.84% 0.83% 0.05% 0.17% MailChimp Marketing Benchmarks by Industry, December 2010

25 BENCHMARKS Open Rate: 13.02% Click rate: 1.48% Unsubscribe: 0.12% Sign-up.to Marketing Benchmark Report

26 26 POST CLICK

27 2. UNDERSTANDING TESTING 27

28 2. TESTING 28

29 SIMPLE TESTS Time of day / day of week Frequency Intervals Personalisation HTML vs Plain text 29

30 A/B SPLIT TESTING Subject line Copy Calls to Action Personalisation Creative 30

31 MULTIVARIATE TESTING Subject line Copy Calls to Action Personalisation Creative Subject line Copy Calls to Action Personalisation Creative 31

32 3. USING AUTOMATION & SOCIAL MEDIA 32

33 AUTOMATED Event driven e.g. welcome s A sequence of automatic s Objective: engage, motivate, cross sell, drive attendance 33

34 SOCIAL MEDIA Embed sharing buttons Share web version on twitter Event registration on social platforms to cross promote social sign-up on social profiles 34

35 35 SOCIAL MEDIA

36 THANKS Andy Bargery Managing Director Klaxon Telephone: +44 (0) Mobile: +44 (0) Blog: 36

37 37

38 38 Implementing your marketing campaigns with RegOnline

39 SESSION OBJECTIVES 1. Preparing s on RegOnline 2. Using templates 3. automation 4. tracking 39

40 40

41 THANK YOU FOR ATTENDING Special thanks to Andy Bargery, Klaxon Marketing 41