The 3 must-know online marketing trends for event promotion Jenn Tapscott Online Strategy Consultant September 22, 2011
Today s Agenda 1. Goals of the Presentation 2. Benefits of Online Marketing 3. Top 3 Must-know Marketing Trends: 1 2 3 Group Buying Online Advertising Social Media
Our goal: provide these 8 takeaways 1. Why online marketing is your best solution for a conversion-driven strategy 2. All elements that make up a well-rounded digital media strategy 3. How to use digital media to drive new & repeat participants to your event 4. Maximize marketing expenditures for greater cost-efficiency & exposure 5. Capture & keep a growing online audience 6. Utilize group buying to create an exclusive channel to your event 7. Increase click-through numbers for every promotion 8. How to leverage social media for greater ROI
Why go online to communicate with your consumers? Immediate call-to-action Consumers have the ability to view and click on an ad at the point of interest in order to find out more information and/or register. Print advertising does not allow you to take action straight from the ad. Ability to target any audience Advertisers have the ability to target as broad or as narrow an audience as fit. Advertisers have more versatility with their budget because they can pick and choose rather than be locked into 1 large scale print buy. Advertisers can target an audience by geography, gender, age, interests, and much more. Detailed reporting and tracking Print provides minimal reporting, limited to the total printed and delivered. Online media offers extensive reporting, allowing you to track deliveries, impressions, opens, clicks, click rates, and even conversions.
Robust Reporting & Tracking REACH ACTION CONVERSION Impressions Deliveries Opens Clicks Click Rate Forwards Registrations Transactions
The Digital Media Mix Target your potential client with multiple forms of digital media to ensure as many consumers as possible are exposed to your event. Online Advertising/eNewsletters (Active Marketing Services) Email Marketing (Special Offers) Social Media (Active.com Fans) Group Buying (Schwaggle) Potential Consumer Search Keyword Marketing (Instant Ads)
Group Buying: What the data tells us Prevalence Popularity Effectiveness U.S. adult internet users subscribe to an average of almost three daily shopping emails or newsletters. More than six in 10 respondents reported subscribing to more of these emails now than last year. Top three daily deals purchased are dining (45%), clothing/apparel and shoes (35%) and entertainment/event tickets 45% of daily deal recipients pass along the emails to friends and family at least weekly 65% returned to patronize the business whose daily deal they had purchased 60% bought something they were on the fence about
Group Buying: Industry Stats How much $? Sharing? Getting Old? The daily deals category is set to hit $1.246 billion in US consumer spending. Expected to grow to $6 billion by 2015 Daily deals are passed along at least weekly by 45% of subscribers. 22% pass along daily. The immediacy of the deals creates this timely need to share the deal. Gosh no! About 60% of respondents of the Yahoo study subscribe to more of these emails than last year. Nearly half were still excited and expressed a can t wait attitude towards the arrival of the daily deals.
Who s competing in the market? 9
Case Study, Group Buying Model: Active s Schwaggle Risk-free marketing Cost-effective, measurable promotion Targeted branding New qualified customers 10
How is the offer promoted? 1. The Deal Page 2. The Email 3. The Facebook Post 4. The Active.com Ad 11
Does it work? Case Study #1: Tunnel to Towers NYC Metrics Total Registrations 2 weeks after Schwaggle drop (4/7/11 4/21/11) Total Registrations for same 2 weeks in 2010 (same period) Results 247 26 Total Schwaggles sold 200 Redemption rate within 2 weeks 100% Difference between 2011 vs. 2010 221 Schwaggle Effect 850% Schwaggle buyers compared to last 3 years of data: 70% of buyers had not participated in this event. 12.5% of buyers had participated once. 12.5% of buyers had participated twice. 5% of buyers participated 3 times. *The vendor keeps the breakage and 100% of any up sell, recurring revenue or retention. *Our promise is to create huge promotional value for the vendor and drive consumer awareness and new customers. 12 Email Results Open Rate 21% Click Rate 17% Facebook Results Impressions 1859 Likes 264
Online Marketing: Approach Comprehensive Plan Multiple vehicles that span your registration period As many touch points with as many consumers as possible Call to Action Offer Incentive
Online Marketing: Goals Drive Conversions Increase Registrations Repeat Participation New Acquisitions Brand Awareness
Case Study, Online Ads: enewsletters & Websites Locations enewsletters Websites Ad Sizes Leader Board 728x90 Skyscraper 160x600 Medium Rectangle 250x300 Advantages Image Driven Targetable Drive Brand Awareness
Case Study, Online Ads: Special Offer Email
Why use email to communicate with your consumers? Because people read it 91% of Internet users between the ages of 18 and 64 send or read email An even higher number of users aged 65 or older do the same 147 million people across the country use email, most use it every day It s Cost-effective: Direct Mail vs. Email For the same response, direct mail costs 20 TIMES as much as email. Detailed reporting and tracking With print you only know the total printed and delivered. In online media you can track deliveries/impressions, opens, clicks, click rates, and even conversions.
NEW: Instant Ads Target your consumers in minutes
Get Instant Results with Instant Ads: 3 Easy Steps 1 2 3 http://www.activenetwork.com/technology/market/instant-ads.htm
Social Media: Goals Turn your customers into marketers Sticky Messaging Repeat Visitors Get your message to go viral Build a cult following Constant Engagement Get people talking about the event
Social Media What are the results? Companies that utilize social media believe it has:
Social Media: Sharing Social Presence Facebook Pages Twitter Pages Social Sharing Social Media Contests Like button on your website. Social fees on your website. Photo Submission Video Submission
Case Study, Social Media: Active Network Active Network s Social Network is 1 Million+ strong and growing every day! 57,000+ new fans/month Tap into our network with sponsored posts, social media contests and more Create instant buzz through activity streams, friend invites, user comments, notifications, and share features Spread brand awareness & participation exponentially by tapping into Active Network s friends &followers
Online Advertising is Changing Online/Digital Advertising 2011 growth rate is 20.2% With $31.3 Billion in spending, online advertising will ascend soon to the second most important ad format behind television. Growth for US online ad spending will remain solidly in double digits through 2014. By 2015, total online ad spending will approach $50 billion. We re creating an environment that allows us to change with it
Questions & Answers Please submit questions via Q&A on your screen For follow-up questions, please contact Jenn Tapscott directly at Jenn.Tapscott@ActiveNetwork.com
Thank you for attending! The 3 must-know online marketing trends for event promotion Jenn Tapscott Online Strategy Consultant September 22, 2011