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How events can be used to: - build a community - raise awareness - position you as a thought leader - reach a wider audience - earn additional revenue - and how you can measure the impact for each category, justifying the position of events as an integrated part of the marketing mix - not just a ‘Nice to Have’.
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Katie McPhee1 4 August, 2013
GROWING YOUR BUSINESS WITH EVENTS
- AND MEASURING THE IMPACT
Introduction1 Build community2 Raise awareness3 Position you as a thought leader4 Reach a wider audience5 Earn additional revenueConclusion
GROWING YOUR BUSINESS WITH EVENTS – AND MEASURING THE IMPACT
concerts
class reunion
festival
block party hiking politics turkey trot
dance
training
wine tasting theater volunteering marathon
poetry live music arts & crafts fashion
fun run race fundraiser hiking
comedy
car rally networking summits parades
expeditions dating tea party design
GROWING YOUR BUSINESS WITH
EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
Send a follow up via email after the event with photos and more info about your startup
Connect with attendees on social media – Facebook, Twitter or LinkedIn
MEASURE THE IMPACT >>>
GROWING YOUR BUSINESS WITH
EVENTS: RAISE AWARENESS
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
One attendee: 262 friends*Potential reach: 68,600 friends
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
1 ticket sale
5.7 4.6
7.3
GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARNESS
Create hashtag and track it
Track event promotion to make smarter marketing investments
See which activities are driving traffic to your event page
Create links to track your event campaigns and affiliates
MEASURE THE IMPACT >>>
GROWING YOUR BUSINESS WITH
EVENTS: THOUGHT
LEADERSHIP
GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP
GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP
Uplift in trade press coverage and speaking opportunities
Increases possibilities for relevant industry partnerships
Long term investment in your brand
MEASURE THE IMPACT >>>
GROWING YOUR BUSINESS WITH
EVENTS: REACH A WIDER
AUDIENCE
GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE
GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE
MEASURE THE IMPACT >>>
Establish clear aims about the audience you’re trying to reach
Involve partners and attendees relevant to the audience you’re trying to reach
GROWING YOUR BUSINESS WITH
EVENTS: EARN ADDITIONAL
REVENUE
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL REVENUE
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL REVENUE
Free events see 50% drop out rate vs 5% for paid events
Charging for tickets minimises marketing spend but requires greater investment in time to promote
FREE VS PAID
GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL REVENUE
MEASURE THE IMPACT >>>
Selling out and seeing a good financial return on investment
Paid events require heavier promotion. If you’ve got the network & the content – don’t be afraid to charge!
Conclusion
1. Events are a fantastic way of building your community. Remember to stay in touch!
2. Make the most of the opportunity to raise awareness. Events are a great PR opportunity
3. Position your business as a thought leader by holding a class or seminar.
4. Use events as a mean to connect with your desired audience – be that investors, advertisers or clients
5. Your insights are valuable – don’t be afraid to charge for tickets
thank youKatie McPhee
@ktmcphee
1 August, 2013
