Event Marketing Perfection! Insight, Engagement & ROI. Report on event marketing best practice

Transcription

1 Event Marketing Perfection! Insight, Engagement & ROI Report on event marketing best practice

2 Event Marketing Perfection! Marketing Intelligence CRM Integration Best Practice Examples Spotlight on Key Challenges Marketing Intelligence Suite Introduce Solutions

3 Event Marketing Perfection! Stronger than ever.. The live event is still very much a critical channel for professional services firms to engage with their target audiences. Even when digital is continuing to dominate marketing headlines, the physical mobilisation of people to a gathering where debates, discussions, peer to peer learning happen is stronger than ever. This best practice report Print, Image, Survey and asset management This report will take you through the event marketing process demonstrating best practice in engaging your audiences through the event marketing process, shows how to streamline processes using marketing technology and highlights how ROI should be measured across the campaign.

4 Event Marketing Perfection! The Event Objectives What s important here is how to demonstrate the full value of the event and its impact as a channel in the wider marketing mix. Events will have a number of objectives. Educate & inform Print, Image, Survey and asset management Provide evidence of understanding and solving of problems Prove capabilities Build confidence in your offering Differentiate from competition

5 Event Marketing Perfection! The Marketing Objectives Its important events are demonstrating how they impact the overall marketing and business development objectives. This is difficult as multiple activities engage audiences across time which can. CRM Integration Brand Building Nurture Existing Clients Print, Image, Survey and New Business Development asset management Marketing Intelligence Suite

6 Event Marketing Perfection! The Event Marketing Lifecycle There s 3 distinct stages of the lifecycle: 1. Pre Event 2. During Event 3. Post Event Each stage is as important as the other Key activities happen at each stage that requires data pulled from the CRM Responses from the activities need to be reported on and ideally integrated with your CRM The data challenge is bringing the analytics together for a single campaign view This is where Marketing Automation can help provide this solution

7 Engagement Event Marketing Perfection! PRE DURING POST Registration multi-channel campaign Follow up multi-channel campaign On site Time

8 Engagement Event Marketing Perfection! PRE DURING POST Registration multi-channel campaign Follow up multi-channel campaign On site Data Data Data Time CRM

9 Stage1: Pre-Event Registration Marketing Marketing Campaign Intelligence Targeting & list selection Launch via survey Multichannel campaign Manage RSVP s Targeting & List Selection Who are we targeting? Who should the invite come from? Who has the relationship? How do we segment across the marketing campaign but keep reporting together? This is where marketing automation provides the solution. Using collaborative tools to produce and link your lists to relationship owners allows your digital and web campaigns to be easily tailored. Linking landing pages can then manage the RSVP process and provide layered analytics across your campaign.

10 Stage1: Pre-Event Registration Marketing Marketing Campaign Intelligence Targeting & list selection Launch via survey Multichannel campaign Manage RSVP s Marketing Survey Launch Start the conversation early with your audience Engage audiences by generating opinions Use teaser content in the pre-event campaign Get partners and fee earners engaged in the process Develop into a report to discuss and distribute at the event

11 Stage1: Pre-Event Registration Marketing Marketing Campaign Intelligence Targeting & list selection Launch via survey Multichannel campaign Manage RSVP s Improving Response Use content from the survey in your campaigns, don t just push event message From the survey create a video summarising opinions or responding to findings Video linked in s and displayed on landing pages increases your response rate and engagement Note: Using videos on landing pages can increase conversions by 86% (Source: Eyeview)

12 Stage1: Pre-Event Registration Marketing Marketing Campaign Intelligence Targeting & list selection Launch via survey Multichannel campaign Campaign Measurement Manage RSVP s Don t just measure event registrations Single channel analytics good, , web etc But get full picture Has campaign generated engagement with the website or other content marketing? Use marketing automation to create campaign dashboards that give you the full campaign picture. To demonstrate how the event campaign has triggered wider marketing engagement, it is possible to track behaviours from the registration s. If someone has looked at partner or service offering information rather than register for event, it is better to follow up in a different way instead of sending just another event reminder .

13 Stage 2: During Event During Event Marketing Intelligence Attendee list management On day interactions Content marketing assets Attendee list management Video/Webcast A hectic period! Lots of clipboards and manual processes How can you streamline this process? Capture correct information - write back to CRM using QR codes on your badges Use technology to engage partners on site with triggers via when their clients have arrived

14 Stage 2: During Event During Event Marketing Intelligence Attendee list management On day interactions Content marketing assets Video can be used in a variety of ways to increase the reach and impact of your event. Either through live webcasting or by capturing content for ondemand distribution, video can maximise ROI. Here s some top tips: Using video at events Think about the viewer experience how do you want them to interact with content? Create a satellite event to watch webcast produce multiple events around one production Produce content pre-event insights, contributions from people unable to attend or speak Bring speakers in using Telepresence broaden your reach of International experts Ondemand Short only! Don t produce long session content no one watches Video/Webcast

15 Stage 3: Post Event Post Event Marketing Intelligence Evaluation Form Follow up Final measurement Shutdown Post event shut down procedures are critical in being able to turn event engagement into leads. Streamlining data processes allows quick, accurate, and tailored follow up. One key activity in the follow up is the evaluation form. Evaluation Form Capturing feedback and insights to deepen intelligence Collecting data and information to tailor follow up Measure your net promoter score who will refer you? Integrate form into your digital automation platform and CRM

16 Stage 3: Post Event Post Event Marketing Intelligence Evaluation Form Follow up Final measurement Shutdown Follow up Create assets and post- event report summarising content and insights Send follow up campaigns from partners to develop relationship There has been surge of activity around the event provide information on how this content momentum is developing and its next stage Synchronise all your data in your CRM Shutdown.!

17 ROI Measurement PRE opens/clicks Survey responses Registrations Web traffic SEO/PPC Marketing Intelligence DURING Attendees No shows, additions Webcast viewers Social interactions Networking POST Evaluation forms Event report Video, white paper engagement Web traffic Marketing Automation Analytics Use your marketing automation platform to produce all of the reports and interactions. This should link with your CRM providing bi-directional flow of data to streamline and take the headaches out of many of your event processes.

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