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Event Marketing
for Startups & New Businesses
Laura Huddle
Head of Marketing Australia
Eventbrite
Bring the world together
through live experiences
“Today, the customer experience
increasingly revolves around technology,
that means, of course, that the customer
experience increasingly generates data –
data that can be gathered and
analyzed… data that can produce
insights to drive better decisions… data
that can provide accountability for
marketing initiatives.”
- Forbes, January 2013
Benefits of Thinking Analytically
ideas
+ data
smarketing
Surprise & Delight
Average Lifecycle of a Fundraiser
TicketSales
Week
1. Create a marketing plan
The Buffet Approach
The Perfect Dish
Forward Thinking
Understand your Sales Cycle
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Elevate Sales by Week
3 Days
Flash sale
Partner Promotion
Procrastinators
Event Listing SitesEmail Marketing
Mobile
Search
Social
Eventbrite Site
Your
Event
1
Set Goals
• Overall Sales & Registration Goals
• Goals by Channel
• Create Goal Calendar
Week 1:
85 Tix
Week 2:
185 Tix
Week 4:
275 Tix
Week 8:
650 Tix
Week 12:
1,250Tix
Plan Accordingly
• Align Promotional Calendar
Week 1:
85 Tix
Week 2:
185 Tix
Week 4:
275 Tix
Week 8:
650 Tix
Week 12:
1,250Tix
Email
SEM
Social
Scale SEM Email w/ Discount
Optimise Reg Page
Social Share Contest
Email w/ Discount
Ramp SEM
2. Build awareness
People Procrastinate
“ People need to hear and see
things 3 to 5 times for it to affect
a behavior change.”
– Herbert Krugman
Plan
Define your brand
• Who is your target audience?
• What do they care about?
• What is your point of differentiation?
Build Interest and Set Expectations
• Explain the value proposition of your event
• Can they learn, earn or brag?
• Use multiple pieces of teaser content
Vespa Vita
The Original Sneak Peak
3. Execute your plan
Event Listing SitesEmail Marketing
Mobile
Search
Social
Eventbrite Site
Your
Event
1
Social Media
• Go where communities already are
• Establish a hashtag
• Connect with influencers/groups
• Drive discussion, solicit ideas
• #TBT from the last event
Influencers & Cross Promotion
Hangout Music Festival
Event marketing for startups and new businesses
Track sales from social activity
$5.32
Partnerships
Partnerships
Online Marketing Pillars
• Search: leverage paid search (SEM) and free search
(SEO) to drive sales
• Email: acquire new attendees and convert attendees of
past events
• Retargeting: turn visitors into sales by reminding them
to come back and purchase
Search Engine Marketing (SEM)
~20% of Clicks Go To Paid (SEM)
Buy your Brand Terms
• Brand term: your event or organization’s name, ie:
“Elevate conference” or “BizBash”
• Non-brand term: a broader search like “Melbourne
conferences”
“But why would I pay $$$ for clicks
that I’ll get anyways from my free
search listing?!”
More Real Estate = More Traffic
+45% increase in
site traffic with
Branded SEM
campaigns
Branded SEM Pros and Cons
• Pros:
- More screen real estate = more visitors  more sales
- You control the ad / message  branding, improve
CTR
- You control the landing page experience  better
conversion
- Cheap cost-per-click (CPC)  very efficient ad spend
- Defense against competitors bidding on your brand
• Cons:
- It costs $$$
Geo-target SEM for Local Events
• Target ads locally based on city or radius
– - ie: people searching “beer festival” within 20 mi. radius of Sydney
~80% of Clicks Go To Free (SEO)
It Matters Where you Rank
Research How People Search for your Brand
Enter words or
phrases about your
brand/event.
Google will tell you
how frequently
each is searched
for.
Google Keyword Planner: : https://adwords.google.com/o/KeywordTool
Find Relevant Keywords
Google provides
new keyword
ideas and number
of searches.
https://adwords.google.com/o/KeywordTool
Include Them on your Site & Event Page
Learn more: http://www.moz.com/beginners-guide-to-seo
Why Email Marketing?
• Nurture your prospect list, build anticipation for your
event, and drive sales
• Re-engage and convert prior attendees of your events
• Acquire new attendees
• Show thanks after the event, and set-up next years’ success
• It’s highly cost efficient, and it works
Email: Who to Target?
• Past attendees of your events
• Members of your organization
• Partner with relevant organizations to
reach their members
Create your Email Calendar
Timing from event Email Topic
10-12 weeks “It’s coming” – preview of event
8-10 weeks “On sale now – time to buy!”
6 weeks Speaker line-up, new sponsor
announcements
3 weeks “Tickets are going fast – get yours now!”
5 days “Only 5 days left – don’t miss out!”
+1 day after “Thank you,” survey, share content
How to Send?
• Up to ~50-100 people: possibly ‘hack it’ with your email
account
– Yesware will track email opens, clicks, forwards – can show you who
has interest to follow-up with
• 50-100+ people: Mailchimp, MadMimi, or similar email
provider
Competitor
Competitor
4. Obsess over conversion
Obsess Over Conversion
Number of TicketsSold
Number of PageViews
%ConversionRate=
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
conversion
X
150 Tickets
Sold
X $100
Ticket Price
= $15,000
Example:$10,000 of marketing
WhyConversionMatters
=5,000
PageViews
150 TicketsSold
3%
average
eCommerce
conversion
X
150 Tickets
Sold
X $100
Ticket Price
= $15,000
Example:$10,000 of marketing
6%
conversion
300
300
$30,000
Keep Critical Content Above the Fold
Make Fields Earn their Keep
Pageload matters.
1second delayin pageresponsetimecan result in a
7%reduction in conversion
E-mail
Email A/B Testing
6.5%
CTR
14.5%
CTR
Display Ads
.21% 1.37%
CTR CTR
Online Advertising
Total Spend
Impression Volume
Clicks / Engagements
Conversions
Cost-Per-Conversion
Online Advertising
$12,500
145,000 Impressions
3,345 Clicks
130 Conversions
$96.15 CPC
Email
Sent
Delivered
Opened
Clicked
Conversions
Use Promo Codes to Track Performance
5. Review & reallocate
Go Back to your Marketing Calendar
• Did you achieve your goals?
Week 1:
85 Tix
Week 2:
185 Tix
Week 4:
275 Tix
Week 8:
650 Tix
Week 12:
1,250Tix
Email
SEM
Social
Scale SEM Email w/ Discount
Optimize Reg Page
Social Share Contest
Email w/ Discount
Ramp SEM
Review your Funnel
• Awareness by Channel
• Sales by Channel
• Quality by Channel
SEM
145k Impressions
130 Conversions
Social
30k Impressions
170 Conversions
Email
100k Impressions
360 Conversions
Review, Re-evaluate, Re-engage
• Identify areas for improvement
• Re-allocate marketing dollars (if needed)
• Re-evaluate partners and sponsors
SEM
$12,500
Social
$2,000
Email
$3,500
In Conclusion
• Integrate your marketing to maximize buzz via 5+
touches.
• There’s no silver bullet. The content is the glue.
• Pulse your marketing during the entire event life
cycle.
• Before, During and After the Event.
• Measure everything.
• Your conversion rate is the key for getting more from
your efforts.
PLAN + EXECUTE
BENCHMARK + ANALYSE
TAKE ACTION
Thank You!

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Event marketing for startups and new businesses

Notes de l'éditeur

  1. Objective: Set their expectations - what will we cover, how long will it take, and to encourage interaction/dialogue Hi. My name is [your name], and I’m a [your position] here at Eventbrite. Thanks so much for setting time aside today to learn more about Eventbrite. Please feel free to jump in and ask questions along the way.
  2. Eventbrite is much more than a processor of tickets. You don't look at your business as just a ticket/reg. transaction and we do not either. Everything we do, all our innovation, is around: Creating an easier purchase process Engaging you with a broader audience to help you sell more tickets Leverage technology to make your life as an organizer easier and your attendees experience even better
  3. Lisa Arthur, Forbes Contributor
  4. We’ve been able to achieve this success through focusing on building technology and a business that is singularly focused on helping our customers achieve greater and greater success. Everything we build, everything we do, is aligned to help you sell more tickets.
  5. There are multiple ways we help you attract new attendees. In addition to leveraging our community of ticket buyers and our growing wave of attendees, we give you the tools and technology to find new and relevant audiences.
  6. We’ve been able to achieve this success through focusing on building technology and a business that is singularly focused on helping our customers achieve greater and greater success. Everything we build, everything we do, is aligned to help you sell more tickets.
  7. Make it relevant, say it often: anywhere from 3-5 times (some experts argue that it’s upwards of 20 times) before your audience will act Henry Krugman went on to say that there are 3 levels of exposure: Curiosity, recognition and decision We want to initiate curiosity, establish recognition and drive a decision to carve out the time on their calendar, buy a ticket and attend. Why? because attendees believe they will find value/benefit in attending your event. In other words, they will learn something, earn something (like a new contact, a new opportunity) or brag about something
  8. We’ve been able to achieve this success through focusing on building technology and a business that is singularly focused on helping our customers achieve greater and greater success. Everything we build, everything we do, is aligned to help you sell more tickets.
  9. There are multiple ways we help you attract new attendees. In addition to leveraging our community of ticket buyers and our growing wave of attendees, we give you the tools and technology to find new and relevant audiences.
  10. WOM is incredible powerful Engage attendees to make it really easy to share WOM is inherently human, social media puts it on steroids
  11. At eventbrite we spend a lot of time optimizing sharing
  12. Take a look at this comparison of our mobile optimized-registration flow versus a clunky non-optimized registration process on a mobile device.
  13. We’ve been able to achieve this success through focusing on building technology and a business that is singularly focused on helping our customers achieve greater and greater success. Everything we build, everything we do, is aligned to help you sell more tickets.
  14. We’ve been able to achieve this success through focusing on building technology and a business that is singularly focused on helping our customers achieve greater and greater success. Everything we build, everything we do, is aligned to help you sell more tickets.
  15. Summarize main points w/ bars Data is critical to your success. Plan + Execute Benchmark + Analyze Data is critical to your success. Plan + Execute Benchmark + Analyze Take Action
  16. Summarize main points w/ bars Data is critical to your success. Plan + Execute Benchmark + Analyze Data is critical to your success. Plan + Execute Benchmark + Analyze Take Action