Marketing Programs to Grow Registration Amber Martin Manager Online - - PowerPoint PPT Presentation

Marketing Programs to Grow Registration

Amber Martin Manager Online Media April 19th 2011

Event Director’s Best Practices Webinar Series

Presents Call-in for audio UK: 0844 871 9642 Ireland: 1800 937 003 USA: 1 866 548 3459 Conference Code: 423 657 9790

Presentation Goals

By the end of this presentation you will:

1.Understand why online marketing is the best solution for a conversion driven event marketing strategy. 2.Understand the elements that make up a well rounded digital media strategy. 3.Understand how to use digital media to drive participants to your event.

• 4. Understand the benefits of both paid and unpaid digital media

efforts. 5.Understand how digital media can increase repeat participation in your event.

Why go online to communicate with your consumers?

• Consumers have the ability to view and click on an ad at the point of interest in
• rder to find out more information and/or register.
• Print advertising does not allow you to take action straight from the ad.

Immediate call-to-action

• 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.

Ability to target any audience

• 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.

Detailed reporting and tracking

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.

Potential Consumer

Online Advertising Email Marketing Editorial Promotion Viral Marketing and Social Media

Online Advertising: IAB Traditional Units

• eNewsletters
• Websites

Locations

• Leader Board – 728x90
• Skyscraper – 160x600
• Medium Rectangle –

250x300

Ad Sizes

• Image Driven
• Drive Brand Awareness

Advantages

Online Advertising: Text Listing

• eNewsletters
• Websites

Locations

• Ad Sizes Vary
• Some Ads Include Text and

Image components.

Ad Sizes

• Fit Into Content portions of

Websites.

• Allow event directors to tell

the story of their event.

Advantages

Online Marketing: Reporting

• Impressions
• Deliveries
• Opens

Reach

• Clicks
• Click Rates

Action

• Registrations
• Transactions

Conversi

• n

Online Marketing: Design

Call to Action

• Include a call to action (register now, find out more etc.)

Image Driven

• Include compelling images to grab the viewers attention.

Discounts and Offers

• Include offers that will entice viewers to act.

Deadline

• Include deadlines to ensure that

people know they have limited time to act.

Why use email to communicate with your consumers?

• 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
• Most Europeans use it every day.

Because people read it

• For the same response, direct mail costs 20 TIMES as much as email.

It’s Cost-effective: Direct Mail vs. Email

• 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.

Detailed reporting and tracking

Email Marketing: Types of Email Marketing

Emails to Your Database Email to Potential New Customers

• Drive past participants to participate

again.

• Drive participants to invite their

friends to participate.

• Share pertinent information with

participants.

• Create offers to entice new

customers to choose your event.

• Work with publishers with an

audience that fits your needs.

• Work with publishers to understand

what drives their audience to convert.

Email Marketing: Build a successful list of contacts

Gather email addresses

• Include a link to subscription on your website.
• Gather email addresses on all registration forms both online and print.
• Collect addresses at all expos visited.
• Get permission to send email to all contacts either through opt in or double opt in.

Gather pertinent information from Contacts

• Personalise all emails.
• Make sure to gather as much data as possible from subscribers.
• Ask when subscribers wish to receive email. This insight will help you develop a

successful email schedule.

• Find out whether emails are personal or work emails.

Create a structure of sub lists.

• Target all emails based on content. (Targeting ideas: age, gender, location, times

registered)

• Segment email lists and send emails more frequently to smaller audiences.
• Create offers for different subsets of people encouraging them to register year over

year.

Email Marketing: Design

Clear Call to Action

• Identify the purpose of your email and make sure there is

a call to action around that purpose.

• Create multiple links where subscribers can act on the

email.

Image Driven

• Design all emails around compelling images.
• Identify the message behind your email, and only include

key text that helps convey that message.

Include Offers

• Include offers with explicit deadlines to encourage

subscribers to act quickly.

• Track effectiveness of all emails based on the number of

subscribers that take advantage of offers.

Editorial Promotion: Traditional Media

Print

• Announce the event to all print

publications in your city and counties so reporters can cover the event.

• Officially release any changes
• r key new features that

would entice print publications to release a feature on your event.

• Submit feature stories and

editorials on your event to publications.

Television/Radio

• Announce the event to non

print media to get audio and visual coverage.

• Work to get your event

televised on local TV stations.

• Book event director on local

radio and television stations to discuss the event as it nears.

Local Celebrities

• Offer free registration to local

broadcasters, so that they will discuss their training and participation on air.

Editorial Promotion: New Media

Editorial/Feature

• Write editorial and feature

based articles about your event.

• Work with content teams to

edit and rework articles to their standards and formats.

Video

• Create videos of your course.
• Post videos from prior years

events to excite participants and encourage new people to participate.

Your Website – Your Greatest Tool

• Always link to all posts and

media on other websites back to your website so that your participants can find information easily.

Viral Marketing: Online Community

Market online registration in all communities

Include a link to online registration, so that people who come across the community without having registered for your event have the opportunity to register.

Market message boards

Include a link to the community on all communication with participants and past participants. Host message boards outside of your website so people with interest in your topics can find your event, website, and community.

Create easy visibility for community of websites

Include links to message boards and blogs in website navigation. Feature key blogs or message board posts on your website’s home page.

Develop topics for blogs and message boards

Come up with creative topics for message boards will ensure that users continue to come back often to participate in the community. Measure success based on repeat visitors and contributors to your community.

Viral Marketing: Social Media

• Facebook Pages
• Twitter Pages

Social Presence

• Like button on your website.
• Social fees on your website.

Social Sharing

• Photo Submission
• Video Submission

Social Media Contests

Active.com/Global: All Encompassing Solution

• Active will market your event from open to close of

registration.

• Free calendar listings and premium banner placements
• Huge database of active individuals can be targeted

geographically and by sport interest.

• Provide reporting and samples of all marketing.

Online Marketing

• Special offer emails are part of Active’s premium marketing

services to our clients

• Exclusive to your event and marketed on your behalf to our

participants database targeted by country and interest

Email Marketing

• Social Sharing on event details page: Visitors can like and

comment on your calendar event through Facebook

• Posts on Active Network Facebook and Twitter pages.

Viral Marketing

• Active can design and develop an website for your event.
• Active uses a content management system so that your

website is easy to update and keep relevant.

Websites

Questions & Answers?

Active Network Marketing.Global@ActiveNetwork.com +44 (0)207 313 5701 www.twitter.com/active_uk

Thank you for attending! Would you like to be a speaker at a future Active Network webinar?

Contact Ana Jesus on the email below: marketing.global@activenetwork.com Special thanks to Amber Martin