Sam Michel, Founder - Chinwag [email protected] - http://chinwag.com - @toodlepip
10 Growth Hacking Tips for Event Marketers
Sam Michel, Founder - Chinwag [email protected] - http://chinwag.com - @toodlepip
10 Growth Hacking Tips for Event Marketers
[email protected] - http://chinwag.com - @toodlepip
hello.I’m Sam Michel and
usually, I forget to introduce myself.
[email protected] - http://chinwag.com - @toodlepip
Backgroundfounded 1996, UK’s first digital marketing community
built Social Media Week London from 35 to 270+ events in 4 years
ran UK’s first Facebook marketing conference, launched Chinwag Psych - psychology, marketing, neuroscience conference
hosted 20+ international trade missions: startups, agencies, robotics, satellite applications to US & China
consultant for Open Data Institute Annual Summit 2013/4 - get to hang out with Sir Tim Berners-Lee!
[email protected] - http://chinwag.com - @toodlepip
http://en.wikipedia.org/wiki/Growth_hacking
“Growth hackers focus on low-cost and innovative alternatives to traditional marketing”
[email protected] - http://chinwag.com - @toodlepip
Reciprocity• Plan ahead - build your social capital
• Help promote / support relevant events
• In return, ask for promo for your events
• Use social, email, blogs, etc
• Will build your reputation & influence
• Then…ask for help for your event!
[email protected] - http://chinwag.com - @toodlepip
Call to action
• Ask for the sale
• Ask for it again!
• Use your verbs…buy, book, reserve, grab
• Don’t forget screen sizes: 65% of email gets opened first on mobile
[email protected] - http://chinwag.com - @toodlepip
Images on Social• images promote conversion, feature
speakers, venues, themes, food
• add to event pages and use social media tools SproutSocial, Hootsuite, Buffer, etc.
• N.B. Image ratio 2:1- avoid embarrassing crotch cropping!
• Size guides: Facebook / Facebook EventsTwitter cardsSocial Media image dimensions
Twitter card masterclass @whatleydude: http://chw.ag/1rxLChy
[email protected] - http://chinwag.com - @toodlepip
Killer content• Infographics
• Speaker profiles
• Guest blog posts
• Top 10 Lists
• Surveys for marketing
• Link Bait
Starting points: 1. Create great content that drives traffic 2. Secret psychology of persuasive content 3. 10 free tools to create infographics
Source: Eventmanager Blog
[email protected] - http://chinwag.com - @toodlepip
Speaker Promos
• Ask them to share: social, email, WOM
• Offer discount codes for their network
• Speaker features - Q&A, audio, video, hangouts
• Make it easy:
• ready-made sharing links
• copy/pastable blurbs
A thought: as well as speaker/acts fit for event, consider their potential network
[email protected] - http://chinwag.com - @toodlepip
FOMO
Testimonials(don’t forget to collect them)
- can also relate to your other events Brands, acts, speakers who have booked to attend
Consider seeding delegates with influencers Create ‘authority’ - your event is must-attend
[email protected] - http://chinwag.com - @toodlepip
Email signatures
• Old-school - but cool
• Simple (and team can get involved)
• Can track links (and incentivise!)
[email protected] - http://chinwag.com - @toodlepip
Event listings• Obvious: Lanyrd (Eventbrite
integration, yay!)
• Plancast, other specialist event listing sites
• Trade sites - for tech: Chinwag, TechCityNews, Mashable
• Check back links for similar events using Ahrefs or Majestic SEO
• Relevant bloggers - offer event round-ups that include yours!Techcrunch example
[email protected] - http://chinwag.com - @toodlepip
Upsell• Bring your friends - discounts for colleagues
• Upgrade for webcast, streaming, merchandise, webinar, etc.
• Don’t forget to invite previous delegates - Eventbrite has an awesome tool with great tracking
[email protected] - http://chinwag.com - @toodlepip
Templates Will save you a tonne of time, examples:
• approaches to speakers - will you speak, why you should speak, time/date
• media partners - contra deal, competition, promo, copy/pastable blurbs
• personal invites - ready to personalise (you can do mail merge with Gmail)
• blurbs - ready for event site listings, promos, press, queries
[email protected] - http://chinwag.com - @toodlepip
Bonus Hacks• Scarcity - early-bird, time limited offers, flash sales, showing ticket sales
• 2-for-1 vouchers - in advance of sales, offer vouchers a la WebSummit
• Remarketing - target visitors to your sites with paid-for ads on Google’s network & Facebook, use MailChimp’s goal tracking to target email users who visit website
• Sponsors - mutual interest, help them to market to their potential customers, they want a good audience, too!
• Social proof - don’t skimp on event assets, high quality video, photos & testimonials make future events a lot easier to market
• Thank You page / email - ask for social shares on page / in email, upsell opportunities, suggest next steps book travel (less likely to cancel if plane/hotel booked)
[email protected] - http://chinwag.com - @toodlepip
Thanks....Questions?
Sam Michel, Founder - Chinwag [email protected] - http://chinwag.com - @toodlepip
Pretty sure I’m out of time… hit me up on email, twitter, over coffee
[email protected] - http://chinwag.com - @toodlepip
Pictures
Thanks for sharing… https://www.flickr.com/photos/jillclardy/5069059182
https://www.flickr.com/photos/id-iom/10835459353/
https://www.flickr.com/photos/edkohler/484322226
https://www.flickr.com/photos/jonathanmcintosh/3746142610
https://www.flickr.com/photos/kevindean/4200937765
https://www.flickr.com/photos/stavos52093/12544827224
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