Whether your event is B2C or B2B, understanding the pros and cons of the main social networks is the key to a successful marketing campaign.
2018 research from Eventbrite found that 57% of organizers planned to hold more events this year than in 2017. However, with more events being thrown, companies are going to have to get more creative with their event marketing to attract guests and stay ahead of the competition. We’ve ranked ten of the best tools to market your event.
For businesses looking to promote their brand, ethos and culture, events can be the platform they use to project their voice. Branding plays a pivotal role in events, and businesses put a lot of effort into nailing it ahead of the day. Whether that’s an eye-catching, custom exhibition stand or bespoke t-shirts for team members, branding speaks volumes at events and businesses will invest big to ensure attendees listen.
Last week, something happened that changed the event world for ever. 200 events successfully used InGo’s attendee intelligence feature, called Network Notifications, to notify their attendees and exhibitors which of their friends and customers were coming to the event. This technology will change every aspect of event economics from why events sell-out, to whether exhibitors decide to exhibit at an event. For the first time in event history, attendees and exhibitors will be notified (90 days before event, then fortnightly afterwards) who they know at an event. If you understand human nature and the business of events, you understand the seismic ramifications of this.
Informa Exhibitions, the Global Exhibitions Division of Informa PLC, is mid-way through its Marketing Transformation Program. The Program is driven by the requirement to engage with customers, buy-side and sell-side, via channels appropriate to them rather than convenient for the organizer, with targeted, personalized content. Alongside the deployment of new marketing applications across its global business to help achieve the aim, Rich Brook, Informa’s SVP Marketing, turned to InGo to help maximize reach and optimize the customer journey.
Advocate Marketing is a great tool to increase social engagement for your event, but how do you keep your event posts from getting lost in people's news feeds? Follow these tips to optimize the effectiveness of your InGo posts.
Note: Click on each image below to see more detailed descriptions of each tip.
1. Your Image
Your image is so important to getting noticed. It should be clean, colorful, and clear.
ad:tech New Zealand did a great job with an eye-catching image.
- Your image should be brand specific and if possible include the dates of the event.
- Clean and simple images get the best response.
- If you can, incorporate a person into your image.
- Use bright colors.
InGo images should be 1024x512 pixels. It is best if text can be centered on your image.
2. Your Advocacy Text
Your advocacy text should proclaim what makes your event different and keep your audience in mind.
- Mention whatever sets your event apart.
- Phrase things differently.
- Use special codes, contests, or giveaways to increase engagement.
- Keep your audience in mind: is this something they would want to share or just something you'd want to share?
BDNY mentioned what set their event apart. What makes YOUR event stand out?
Use simple and personal advocacy text.
Because Twitter will sometimes remove your image, you want to make sure your text is simple and clear on its own.
Advocates do more than just grow an event; they reach millions of people in a trusted, personal way. Make sure to empower your advocates with posts that create the best engagement.
4 Best Practices For Better Engagement And Smoother Attendee Experience
Guest post by Mark Kao of COS Rental
Email is a dinosaur just like 56k dial-up modems and VHS tapes. But unlike the other two outdated technologies, email is still used by billions of people.
The event technology landscape is moving at an accelerated pace. But many people still live in their inboxes, so email remains an important channel for reaching prospects and converting them to attendees for more reasons than one:
- Email boasts an open-rate of 20-30% and a click-through rate of 3%.
- It’s one of the only two touch points (social media being the other) that allows marketers to better personalize their message.
However, knowing email’s massive reach and potential and using it to successfully market and grow your events are two different things.
The 4 best practices below will give you the confidence and actionable steps you need to take your event email marketing campaigns to the next level.
1. Build An Optimized Opt-In Form And Bring Visitors A Step Closer To Being Attendees
This section on opt-in forms is longer than the rest - and for good reason.
Email marketing for events starts with the opt-in form. You must have a way of capturing email addresses of people who’re interested enough to visit your event website but need a few nudges to attend.
However, not all list-building forms are equal. There are good opt-in forms and there are horrible opt-in forms, slapped together by someone who can’t be bothered to optimize his marketing efforts and yet keeps asking where he went wrong.
Don’t be that guy! Follow the optimization tips below and you’re guaranteed to get a head start in your event email marketing campaign.
Start Strong With A High-Impact Headline
The headline is the first thing a visitor sees in your opt-in form. If it doesn’t capture the attention of your prospects, how can you hope to convince them to sign up?
Here are 4 action steps for writing a headline that instantly grabs attention:
- Are you offering an ebook full of case studies, a webinar with one of the speakers, or registration discounts exclusive to subscribers? State your offer in the headline to give visitors a reason to hand over their email.
- Speak the language of your prospects. Promoting a fundraising music festival? Speak like your party-loving and energetic attendees. On the other hand, a “paint by numbers” and results-oriented tone can be a good fit for professionals attending a marketing conference.
- Power words are a staple in a copywriter’s arsenal of conversion techniques. Use these to trigger a psychological or emotional response like curiosity, trust, anger, and even greed! Sprinkling a few power words in your headline can significantly boost conversions
- Numbers in headlines are proven to catch visitors’ attention, and note too that odd numbers generate 20% more clicks and responses than their even counterparts. An easy way to add numbers and social proof to your opt-in headline is to include the number of your subscribers.
Keep The Form Fields Short For Better Conversion Rates
Having 3 to 4 form fields suffice for most email lists: first name, last name, and email address. Adding more can lead to decreases in sign-ups by as much as 11% for every field.
For attendees of B2C events, sticking to a short form field is often best. But for B2B events where relationship-building is important to convert the freebie subscriber to a paying attendee, longer form fields are necessary to gather more information for better, more targeted promotions. If you do have to include more fields, employ an auto-fill tool to make it easier for users to complete.
Add A Big, Bold Call To Action (CTA)
Don’t leave visitors guessing what to do next or where to click. Make sure to add a CTA button to your opt-in form, clearly visible and above the fold.
And to make sure visitors don’t miss it, use visual elements like arrows or images of people to direct attention to your CTA button.
Place Your Opt-In Form In Highly Visible Areas
A dedicated list-building landing page is essential both for conversion and convenience. Having one means you can eliminate all distractions, including must-have elements of your event website (ex.: navigation bar, sidebar links) that compete with your CTA for visitor attention. Plus, you can grab the link of the landing page to easily share to other marketing channels.
However, not every visitor to your event website will find your email landing page. The solution:
- Place opt-in forms in locations where people are likely to look.
- Adding a feature box can turn more of your visitors to subscribers. The feature box is impossible to miss as it’s above the fold, usually placed below the header but above the content.
- The sidebar is another prime real-estate on your website. If you have other important links and content on your sidebar, placing an opt-in form above these attention-grabbers is always a good idea.
2. Create A Strong, Positive Impression With A Responsive Design
Here’s an important tidbit:
“53% of emails are opened via mobile devices”
With the number of smartphone users worldwide expected to reach 2.08 billion by 2019, marketers have no excuse to not use responsive design in their emails.
Think about it: what do you do to emails with poor formatting, messed up blocks of text, and visual elements that overlap? You delete them.
If your event marketing emails deliver a terrible user experience, you can count on potential attendees to do the same.
Responsive design adapts your emails to whatever device it is viewed on, using style sheets designed to scale up and down (or switch out) depending on the display. It guarantees your message is seen the way it’s meant to be seen (and with the same functionality) whether the recipient is using a desktop, phone, or tablet.
Want to preview how your message will look like? Check if your email service provider also offers a preview tool.
Alternatively, you can use for-a-fee standalone solutions like Litmus’ email testing and preview tool. It gives you previews for 33 different mobile devices and email clients, and even offers analytics and spam testing as an add-on.
3. Optimize Event Invites And Boost Registrations
Different marketing emails have different purposes.
Some build initial awareness by lightly touching on the details and concept of the event, mixed with the usual newsletter content. Others give a sneak peek by presenting the speakers and their credentials, along with their session titles and contents. There are also emails that nudge undecided prospects with an incentive.
Of all types of marketing emails, the invitation, whose job is to convince people to register and attend, is the most important.
“50% of an event’s revenue comes from registrations”
A hamstrung email invite will cripple your efforts, but send the right invitation and you’re a step closer to surpassing last year’s attendance and revenue. Here are 6 guidelines to follow to ensure your invitation email for events are successful:
- Start strong with a good subject line: Before readers get to see your message, you need to convince them open your email. And 33% of recipients open emails based on the subject alone. Ensure your invitations get opened by using a personalized subject line that creates urgency.
- Add a relevant image: The human brain processes images infinitely faster than text. And with our attention spans now shorter than of a goldfish, not adding an image to email invitations is a conversion mistake. Is your event tied to an industry expert? Include his or her picture for instant recognition. Promoting a consumer technology tradeshow? Add an image of your most popular exhibitors and the tech goodies on show. Don’t forget to add your company’s logo and name!
- Give a reason for attending: You want subscribers to attend your event. But why? Will they have a chance to meet and chat with their favorite celebrities? Will they get the opportunity to network with other industry professionals? What will they learn? Let prospects know what’s in it for them and they’re more likely to book their spot.
- Include ALL important details: Date, time, and exact location - event invitations must contain all of these details. Be sure to include a phone number as well so people can reach you if they have any questions.
- Call To Action: Make sure readers know what to do next. Add a highly visible, hard-to-miss CTA button.
Put the tips on this section to work and convert more of your email readers to attendees. Once your registration count takes off, the next section will show you how to turn these excited and inspired attendees to word-of-mouth marketers for your event!
4. Turn Fans And Attendees Into Word-Of-Mouth Marketers With Social Emails
Word of mouth (WOM) increases marketing effectiveness by up to 54%.
If you want to spread the word about your trade show, workshop or fundraising gala, you should make it easier for attendees to share and talk about your event on social media. InGo’s social email does exactly that!
Incorporating InGo’s amplification tool into your emails helps you achieve the best practices covered above. With options for showing your prospects who is going to the event, who the most influential attendees are, registration CTA buttons, social share buttons and one click personal invites, you can accelerate the ROI of any email campaign.
The best part? Each of these tools turns attendees to word-of-mouth marketers for your event by pulling them out of their inbox and offering them even more opportunity to advocate for the event.
And there you have it - 4 best practices that are sure to boost the effectiveness of your event email marketing! However, the list is far from exhaustive. Surely, you have a tip or two we can all learn from. We’d LOVE to hear it so share it in the comments below!
Mark Kao is the marketing director for COS Rental, a UK-based A/V and equipment supplier for events of all sizes including the Int’l Confex and Event Tech Live.
Hoping to win an Event Technology Award Three Years Running
InGo is excited to announce that it has been named a finalist for an award at the upcoming Event Technology Awards. These Awards, taking place on the evening of Event Tech Live, Wednesday 9th November 2016, at the Supernova in London’s Embankment Gardens, celebrate events and suppliers developing new and innovative event technologies which are pushing the performance boundaries in the industry.
Feel like this isn’t the first time you’ve seen this headline? That’s because this is the third year in a row InGo has been shortlisted for these prestigious international awards. Having already taken home the prizes for Best Event Software in 2014 and Best Technology for Building Event Attendance in 2015, we hope to continue our streak in yet another category.
Interested in how InGo can grow your event?
by Kristen Carvalho, Senior Content & Social Media Manager, etouches
Sometimes it is hard to keep up with all the new trends and fads, which can be especially true when it comes to social media. There is a new social network or app coming out daily, for example have you heard of Boomerang yet? It is important that you not only keep up with social media on a personal level so your friends don’t think you’ve been living under a rock, but on a professional level as well to help your organization grow.
When it comes to the events industry, social media can be used on multiple levels to increase registration, communication and engagement. According to the GWI Social report, on average people are actively using 4 social platforms. That allows for multiple touch points with your attendees and you have to find a way to reach them on these platforms. Most people would look to social media purely for communication purposes, but what about for registration? Social registration is becoming a function that multiple registration providers are implementing in their software in order to meet the needs of their clients and their clients’ attendees’.
Unsure what social registration is? It is the ability to register for an event or log into a website using a specific social media application’s user credentials. That means when visiting a website, they may give you the option to log in or register using your Facebook, Twitter or other social media IDs. There are many benefits to using social registration for your events, and we are going to go into them below to help you “get with the times” when it comes to event registration!
Ability for Quick Registration
You have probably seen multiple posts on the web on how to make your event registration process simple for attendees. Attendees hate when registering for an event takes them more than 5 minutes, and trust, me a lot of them do. You already have your attendees wanting to come to your event, so why do you make them jump through hoops just to secure their place? Social registration makes the process quick and easy. All they have to do is click the social media button that they want to sign on with, and the form will auto fill with the correct information.
Spread the Word About Your Event
As an event organizer, you want to have returning attendees year after year, but you are also looking for new prospects to attend your event. That is where social registration can come into play. With tools like InGo, once your attendees register via their social media account, they will be able to share their excitement for your event through their news feed and personally invite people in their network that may be interested in the event! As an organizer this gives you access to a whole new audience.
Again, using an app like InGo will allow your attendees to network with fellow event goers before the event. When they register socially, they will be taken to a page that allows them to see the social profile of other attendees. They can see who is already in their network, and also who isn’t but they would like to connect with.
This is a huge bonus for attendees because they will be able to make connections before the event that will allow them to establish a relationship, so when the event comes it is easier to communicate with their peers.
Helps with Your Marketing Engine
When someone registers for your event, you collect that social data and store it in your CRM or marketing automation system. This will help with future communication that you have with your attendees. By having them use social registration, you are able to store their actions and personalize the experience the next time around based on their social identity.
Easy for Mobile Users
People today own at least 1.57 mobile devices, which means a good chuck of your attendees are probably going to be registering for your event on a tablet or phone. Social registration makes the process a lot easier for them. If you don’t have a website that is optimized for mobile or even if you do, the social registration screen simplifies the process and they won’t have to try and type in those tiny forms.
Not only is it easier to register, but research shows that more people are inclined to share when they are using their phones (probably because majority of people use social media solely on their phones.) This is great news for you, because your attendees are now more likely to invite their friends to your event or share that they are attending.
Establish Your Event Community
Pre-event, you will be promoting all that is happening via social media. You probably have a hashtag for your event that you hope people are using to communicate. However, sometimes people forget to use it and that means that you are missing out on the chatter about your event.
When someone uses the social sign-in option, you have collected the data for their social accounts and you are able to store this information. With your marketing or social media team, you can create a list of the accounts of attendees to follow pre, during and post event in order to see what they are saying about your event. This gives you the ability to respond to their feedback and to share their positive comments about your event. It is all about creating a community!
Social registration is not only beneficial to make the process quick and easy for attendees, but it also helps with your event marketing efforts. Your attendees live on social media, so use that to your advantage. Give your attendees the simple process they are looking for, while at the same time increasing your event’s reach and ultimately growing your event community.
by Sean Garvey, President, InGo
Last week, in part 2 of the series, I talked about how the majority of marketers, both in the events industry and outside of it, feel frustrated and disappointed by the reality of trying to produce and measure the ROI of social media marketing. This week, I’d like to conclude this series by revealing how I believe we can change our approach to marketing on social media and better unlock its potential.
One of the implicit promises of social media is encompassed in the word social. Social media, for all its current disappointments as a marketing vehicle, has shown many examples of the incredible cultural power it has: overnight YouTube celebrities, virilization, ice-bucket challenges, etc. There is no doubt that there is dynamite in social media. However, the way social media marketing has been adopted to date is with an emphasis on the marketing and a lack of emphasis on the word social.
Everyone knows intuitively that word-of-mouth marketing (trusted resources freely recommending a product or brand to other interested, potential buyers) is the most powerful type of marketing, and all the studies bear that fact out. But that’s because it really isn’t marketing per se, at least not in the traditional sense. Marketing is essentially an activity that brands undertake, to get their message in front of as many of the right consumers as possible, and they pay very handsomely, both to craft that message and have it delivered to the right consumer at the right time. The presence of a monetary incentive and the lack of trust in the relationship, make it a subtly but inescapably adversarial one: the brand has a vested interest in convincing the consumer to buy, and the consumer knows this. Word-of-mouth marketing - ‘person-to-person’ not ‘brand-to-consumer’ - circumvents and cuts through all of that native distrust and natural skepticism. The only problem is, it can’t be bought.
In fact, to buy it is to neuter it….
So therein lies the oh-so-frustrating rub; a technological advancement that enables word-of-mouth marketing on an unprecedented global scale, that isn’t purchasable or obtainable by brands via the traditional approach. To square this circle, a change in thinking and a different approach is required.
The first step is to recognize how social media is different than any previous technological advancement. Unlike TV, email, even the printing press, it is not unidirectional (brand speaking to passive consumer.) It is bidirectional and even multi-directional. On social media, the “consumers” have a voice, and they love to use it. And that leads to our second insight.
The people on social media are not ‘consumers waiting to be marketed to.’ As noted above, they have a voice, and they are talking, a lot. What are they talking about? Themselves, their opinions, the things they are passionate about and want the world of their friends and colleagues to know. Consciously or unconsciously, they are engaged in ‘brand promotion’: the brand of themselves online.
The last insight, is to notice our own behavior on-line. None of us click on the top returns from a Google search, because we know they’ve been paid for. Yet many of us pay for them. When logged in as ourselves, most of us are completely unaware of the “suggested posts” on Facebook, but again, many of us marketers pay for them.
Once we’ve discovered these three insights, we can change our approach to marketing on social media and better unlock its potential. My audience is not peopled with consumer targets; it is full of potential co-marketers. Rather than finding more and better ways to target and track ‘consumers’ like they are game, we can turn our efforts to empowering them to market on our behalf. This is what we call ‘advocate marketing.’
This change in approach is counter-intuitive, and takes intellectual discipline to implement thoroughly. However, when done well, the results show beyond the shadow of a doubt, that our most powerful marketing asset is already in our possession - our audience.
Ready to tap into your most powerful marketing? Get started by clicking below!
by Sean Garvey, InGo President
Last week, I talked about innovations in marketing and the fact that social media seems like a marketer's dream. This week, let’s drill down further into this promise, the reality of social media ROI and its perception among marketers.
In a 2013 study of 750 companies across a wide-spectrum of industries, 88% said they “didn’t feel they could accurately measure the effectiveness of their social media campaigns. Fifty-two percent said that dealing with social media ROI was their biggest frustration.” With regard to the events industry in particular, a recent Lippman study stated that, while social media is the fastest growing portion of marketing budgets, it is “perceived as providing the worst ROI for events,” right alongside print advertising. How can this possibly be? A worse return than direct mail? Than telemarketing? Email? It seems unthinkable, and yet there it is.
One school of thought posits that it is simply a measurement issue; it’s having an effect, we just can’t measure it very well. But that is difficult to square with the amazing instrumentation that is part of the social media marketing package. The impressions are tracked, the clicks and click-throughs, more and more sophisticated algorithms measure the trends and eyeballs, and calibrate the “value” of digital advertising space on a moment to moment basis, and yet the sales impact still seems at best vague, at worst, non-existent. The best we can do so far is to track meta-measurements, counting likes and retweets and followers; what is called “social media engagement.” If the sales results were there to back it up, then no doubt meta-measurements of a campaign’s engagement would be enough to quiet the perception of social media marketing providing the “worst ROI,” and we would rest easy with the explanation that “it’s working, we’re just not sure how.” But we don’t, and the perception persists, even as we increase our spend. And the most likely explanation is that the results are not there.
A conclusion one might come to is that what is required is more and better instrumentation. And based on a whole hatful of emerging companies and their product offerings, it seems many have already concluded this. Re-targeting, digitally driven consumer profiles compiled real-time, social network and behavior analysis, all tied to more and more perfectly timed message delivery capabilities, indicate that this is the answer in vogue. But can we reasonably expect dramatically better results from this wave of improved instrumentation? Given the nature of the case, we might rightly expect incremental improvements, but it is just as likely that this trend may result in “digital stalking” legislation, and no indication that it will produce returns in line with our current expectations of social media. The answer isn’t more technological capability to improve the same dynamic. The dynamic itself needs to be changed. But how?
Join me next week as I answer the question by revealing how we can change our approach to marketing on social media and better unlock its potential. READ PART 3
By Sean Garvey, President, InGo
In the long history of technological innovations that have impacted marketing, social media and the promise it holds seems to be unique. Never before have there been such massive expectations, coupled with a growing sense of under-performance on those expectations.
Earlier innovations, going as far back as the printing press, or telephone, or more recently email, brought with them significant expansions in reach, and significant reductions in cost. For brands looking to reach consumers with their message, these technological advances provided large boosts in marketing activity; they were able to reach more and more people, and at lower and lower cost. In the early days of adoption, these technological advances were correlated with boosts in sales, and it seemed that all that was required was to adopt the technology and “spray and pray.” Over time however, as each new marketing channel reached a saturation point, its effectiveness plummeted, as the “noise” factor spiked, showing that the correlation might have been better understood as “early adopter advantage.” Ultimately, the “noise” got so bad that civilized societies began to legislate and regulate them in order to protect the consumer (see the TCPA, the CAN-SPAM Act, as examples.)
Besides reach and cost, another aspect of these historical technological advances has been ‘targeting’ – the ability to reach the right consumer, not just any consumer, with one’s message. Over time, marketing advances have attempted to include greater and greater audience and demographic specificity. The evolution of television advertising illustrates this well. At first, advertising on broadcast TV was enough; no matter what time of day or which program, you knew you were reaching the more affluent demographic. As TV became a standard household appliance, certain times of day were designated “prime time” viewing, and certain shows could be relied upon to attract certain ages and sexes of the population. The advent of cable TV, with its local capabilities and plethora of content-specific options, enabled advertisers to pinpoint zip codes and lower the price point so that smaller, more regional advertisers were able to advertise on TV. It’s not an accident that beginning every evening at 5pm, the Golf Channel runs ads for erectile dysfunction cures on heavy rotation.
However, throughout these advances, as reach increased and cost decreased and as targeting capabilities got further and further refined, return remained fuzzy at best, and low at worst. The return on dollars spent by marketing channel remains a highly dubious pseudo-science, with the result that most marketing spend decisions are driven primarily by tradition - “because we have always done it that way.”
Social media marketing seemed like it would solve all that. Here was a marketer’s paradise: consumers freely sharing the most exact and intimate details about themselves, and not just demographic detail like sex and age, but likes and dislikes, interests and hobbies, etc. Social media itself had the added benefit of being highly addictive, so people were spending gobs of time on their social network of choice. Add to that the unparalleled instrumentation that digital technology provides, and it is no wonder social media marketing had out-sized expectations. Never before had there been such a powerful intersection of knowledge about, and access to, the target. Marketing on social media should literally be like shooting fish in a barrel, except in this case, the fish help load the gun.
But it’s not…..
Check back next week as we delve further into social media ROI and how it is perceived by marketers. READ PART 2
Metrics: the measure of our success, and the bane of our existence. We know we need them, but they often take more time to capture than the value they track, and sometimes if we’re not careful, they end up seeming like measurements of “sound and fury, signifying nothing.” But the fact remains that all businesses, including tradeshows and events, need meaningful and quantifiable ways to measure success. The trick is to pick a metric that represents real business impact, and is possible to measure without high-performance computing.
In the tradeshows and events industry, one of the most important key performance indicators (KPI) is the pre-registration to on-site conversion rate, sometimes called ‘pre-reg to reg.’ This indicator measures the percentage of people who pre-register and then actually show up to attend the show. As you might imagine, this is the best way to track how well the event marketing tactics are succeeding at converting ‘interest’ into ‘commitment.’ Most trade shows are either free or very low cost to attend, so getting registrants through the door is the only way to provide value to your exhibitors, where the bulk of tradeshow profit comes from.
So, how does InGo help shows increase this important KPI? Here are three simple tips, that have a major impact.
1. Feature the Who’s In Widget Prominently on Your Website
Humans are social and we would all rather attend an event with our friends and colleagues than by ourselves. Registrants who are browsing your website for information are much more likely to make it a priority to actually attend if they can see the faces of those in their networks who will also be there.
And this does not just apply to their friends; while it’s more fun to attend a trade show with your friends, it is more valuable to go to an event where you can network with your industry counterparts. Featuring the Who’s In widget prominently allows registrants to see who they’ll benefit from meeting or who they want to reconnect with at your show, giving them extra motivation to get out of the office and into your event.
2. Feature the Invites Tab on Your Registration Confirmation Page
Take the social and professional motivation up another notch by featuring the Invites tab of the Social Widget on your registration confirmation page. Our socially-smart relevancy algorithm will select the six of their contacts most likely to enjoy your event and feature them. This allows a prospect who has just completed registration for your event to invite people she knows to go with her. Now, not only is your registrant excited to see the people she invited, she has just committed herself to being on-site to socialize and network with them.
Bonus: Since Who’s In is just a tab click away, you are also getting its conversion benefits here as well!
3. Send Them a Social Email
I might be starting to sound like a broken record on social emails, but the truth is they work! Much of the world is on social media and that number is growing but most people still live and work primarily in their Inboxes. Social emails can be tailored to feature the best of Who’s In and Personal Invites to draw the remaining sector of your target audience who are still email focused into your social campaign.
Does it work? Check out the Pre-reg to Reg KPI the show director for Business Travel Show got to report in this case study. That’s a business metric anyone would love to report.
With the dawn of digital media, many marketing channels have seen precipitous declines; print publishing is a well-known and startling example. With the cavalcade of new, low-cost, feature-rich capabilities of digital media, some even predicted the complete demise of all traditional marketing and business channels. But while certainly disruptive, not all dire predictions have played out as some had thought. Trade shows and exhibitions, for instance, have not seen the same decline as channels such as print publishing. In fact they are growing and growing fast! It seems there is still value in face–to–face meetings, not only for networking but also for sellers and buyers to meet in order to show and evaluate goods and services.
In fact, in a survey conducted by CEIR, 99% of marketers said trade shows provided them value not experienced through other channels and 60% of exhibitors said one of their top three most valued aspects of a trade show was the ability to see lots of their prospects and customers at the same time.
InGo is already known for providing organizers with unmatched attendee growth, but the advocate marketing it empowers also produces a powerful ROI for exhibitors. As a result of InGo’s Advocate Marketing driving organic growth in qualified net new attendance, exhibitors are presented with exactly what they want - more prospects and customers all in one place. In fact, the quantity and quality of attendance produced by InGo at the International Contemporary Furniture Fair so impressed exhibitors that they significantly increased space and ICFF doubled in size in just three years.
So it is no surprise that many of the world's Global 2000 companies have used InGo to increase the value of exhibiting at trade shows. Companies like Walmart, BMW, IBM, Telefónica, Walt Disney, Berkshire Hathaway, General Electric, Proctor and Gamble, and AT&T have used InGo (as well as over 52,000 other companies) and discovered that with InGo, exhibitors are empowered to maximize their ROI.
How? We’ve created a simple infographic on how easy it is to increase value for your exhibitors by installing InGo.
Ready to provide your exhibitors with their best event yet?
This is a guest post written by Dean Ronnie at Conference Care.
When it comes to social media for events, you probably already use Facebook, Twitter, and LinkedIn but are you using Instagram? If not, there’s no better time to start! Instagram is a great platform for promoting your event, building your brand identity, and increasing your following. Even if you’re already on Instagram, you may not be using it to the best of its ability. Here’s an overview of what to consider when using Instagram for your event.
1. Keep active
Like all social media, the key to Instagram is activity. While you don’t want to spam your followers with constant or irrelevant images, make sure you post regularly, keeping your event fresh in people’s minds before, during and after the big day.
2. Unleash the power of the hashtag
A well-placed hashtag is the key to getting your content seen, so decide on an official hashtag for all the social media for your event and stick with it. Hashtags have the power to link content, so encourage those attending your event to use this hashtag too. This lets you create a diverse, easily accessible catalogue of content that captures your event from all angles. And it’s free!
Be sure to look at trending hashtags as well, but remember: Only use those that are relevant to your event. Otherwise, you’ll find yourself receiving a lot of irrelevant traffic and people might be turned off by your brand.
3. Look at the data
Review your previous posts regularly to identify data trends. Look at the time of day your posts are receiving the most engagement. Look at which trending hashtags are working and which hashtags aren’t. Alter your Instagram strategy accordingly.
4. Tell a story
Use Instagram to tell a story and create an experience for your followers. This should start months before your event begins to help build up excitement leading up to the event and continue until after the event has taken place.
On the day of your event, you should post a steady stream of content, crafting an experience for both those in attendance and for those who weren’t able to be there. By sharing captivating imagery, you will give those not in attendance a taste of what they are missing out on, hopefully persuading them not to miss out again.
Don’t limit the content you share to your own imagery and videos either. Instead, “regram” and showcase content created by your attendees to provide a different angle on your event. (You might consider using the free app Regram rather than doing this manually.)
5. Share elsewhere
In this modern world, no app is an island. Give your Instagram content maximum exposure by sharing posts on Facebook and Twitter. It also makes sense to have an Instagram feed on your website, keeping site visitors updated on the day of the event.
6. Embrace the companion apps
The secret to success with Instagram is not just using the app on its own but using it in conjunction with the various companion apps that are available. Stay tuned to this blog for an upcoming list of apps to make your images stand out from the rest.
Author bio: Working on behalf of Conference Care in the UK, Dean Ronnie writes passionately on the subject of events and in particular, event technology. With a strong interest in technology, Dean is constantly investigating the ways in which technology can transform events and help us further engage our delegates.
This is a guest post written by Kristen Carvalho of etouches.
As an event planner, you do so much more than just plan your events. You become a marketer, a website designer, a salesman and even a food tester, so sometimes it can be hard to do everything right. Things are going to fall to the wayside and you are going to make mistakes, but the important thing is to learn from them and do it differently next time.
One area where eventprofs seem to make the biggest mistakes is their event marketing. Time and time again you will find a website that has the wrong event logo, missing information or no social media pages. Do you think that will make people want to attendee your event? The answer is no. You need to get your event promotion in check when it comes to your social media, event website and event emails. Let’s go through some of the top mistakes eventprofs are making on each channel so you know what NOT to do when planning your next event.
The Not So Social, Social Media
Social media is one of the first places that people will hear about your event. With the #eventprofs community on Twitter and more people flooding to social sites for their daily news, social media is a must for any event promotion. Yet people still don’t know how to properly market themselves on Twitter, Facebook, LinkedIn, Instagram and other platforms. Here are the biggest no-nos:
- Bad Hashtag – Event hashtags are a must, but you need to do your research. First is to know the hashtag rules: make it unique, short, memorable and consistent. The worst thing you can do is make a hashtag that another event already uses. For instance, Event Tech Live in the UK and Event Tech in the US held their shows weeks apart in 2014 and used the same hashtag, which just confused attendees.
- A Dead Social Site – Great, you made a Twitter and Facebook page for your event, but where is all the content? Don’t make a site on every social platform just to say you did it. You need to actually update it on a consistent basis and not just when your event is happening. The great thing about social media is that you can create a community for your event year round by posting industry content even after your event.
- Too Much Self Promotion – Don’t you hate it when you meet up with a friend and all they can do is talk about their life and you never get a word in? That is how people will feel about your Twitter or LinkedIn profile if all you do is talk about your event. You need to also engage with your followers, post relevant content and topics that are connected to your event.
The Sloppy Event Website
What is an event today without an event website? A child’s birthday party. You really can’t host a registration based event without a website where people can go to register, get more information on location and find out who will be speaking. However, people are still forgetting to walk in their attendees’ shoes when creating their websites and are missing the mark in big areas.
- Not Cohesive – When it comes to your event website you need to make sure that your logo on your website is the same as on your social pages. Don’t let your attendees get confused about who you are and what your brand is. They won’t remember you.
- Dead Ads – You have a banner ad at the top of your page that promotes your registration sponsor, but when I go to click it, nothing happens. Constantly check your ads and links on your pages to make sure they work. Don’t have someone click on a link that leads nowhere.
- Can’t Find Basic Info – Do not have your attendees searching for your location, time, date, registration link or social site. This is probably one of the biggest mistakes that events make in terms of marketing. If you don’t have the basics clearly mapped out, who is going to know where your event is, let alone register for it?
- Long Registration – For event registration, make it simple. Don’t have too many questions or too complicated questions that have the attendees just wishing it was over. Ask the important questions only!
The Curse of the Neglected Emails
With email marketing, you really are hitting everyone in your database from assistants all the way to the executives, which means there is no room for mistakes. People are at their computer the majority of the day at work and have their email up. This is your best chance to reach your prospective audience and you don’t want to lose them because of some easily avoidable faux pas.
- Unlimited Errors – From spelling and grammar mistakes to the wrong dates or times for sessions, there is no room for mess ups in your emails. Errors will make you look sloppy and your attendees may start to think that you don’t take pride in what you do.
- Covering Too Many Topics – Don’t send out an email that is trying to do too much at once, like an email that talks about the keynote, the networking sessions, stats for the events and the exhibitors attending. You will lose your readers after the first paragraph. Keep it short and use images where you can to keep them interested.
- No CTAs – How do you create an effective email with no call to action? The answer is you can’t. You can’t expect that people are going to proactively visit your website or your registration page after they open your email. You need to have links that lead them there, links that make them want to click to find out more.
- Untargeted Emails – Please, please, please, if you are creating an email campaign to get people to register, do a query ahead of time and make sure you are only sending emails to people who actually haven’t registered. It is incredibly annoying to have already registered for an event or become an event sponsor and still be constantly bombarded with emails that are now useless to you.
The overall goal of your event is to get people to register, come and leave your event happy. In order to get them to register, you need to make sure that you are making the right moves in terms of your event promotion on social media, your website and in your emails. If you can’t remember everything from this post try to remember two things: do your research and take a second look at every piece of marketing material that you send out!
etouches is a leader in in-cloud event management software. Covering every major function in the event planning lifecycle, etouches is a top choice among event professionals. Founded in 2008, the company has more than 900 customers in 35 countries. The multilingual, multicurrency software offers registration, event website creation, survey, email marketing, scheduling, speaker/exhibitor/sponsor management, seating, project management, budgeting, venue selection, booth purchasing, social networking and mobile app creation. Headquartered in the United States in Norwalk, CT, the company has three wholly-owned subsidiaries with offices in Reading, UK; Sydney, Australia; Dubai, UAE.
KRISTEN CARVALHO joined etouches in November 2013 and is the company’s Senior Content and Social Media Manager. She is charged with setting and executing the social media and content strategies to support the marketing team efforts to increase equity and online brand awareness. By researching the latest industry trends, leading platforms and apps, she is able to find new ways to engage in conversations within the industry. Her focus is on finding new blogging partnerships, aligning all social media channels and online content, and growing the company’s visibility throughout the industry and multiple regions.
Prior to joining etouches, Kristen worked as a content and social media producer for a happiness start-up website. Kristen has a passion for social media, writing and producing lasting content that has a positive effect on people.