Event Marketing

All marketing should feel like a special event to your prospect.

But by ‘Event Marketing’ we generally mean an event set to a specific date.

  • Online it may be a webinar, teleconference, or product launch.
  • Offline it may be a TV broadcast, a radio broadcast, a private event reported in the media, or a public event open to ticket holders or general public.

Core components of Event Marketing include:

  • Lead Generation and Event Inquiry
  • Event Registration
  • Event Attendance
  • Post-Event Follow-Up

I’m going to show you some logic-diagrams I used for a financial services clients live in-person events. The first diagram was created to get conceptual agreement with the client on what we generally needed to do for creating high interest in the existing financial trading events in London.

The diagram reveals that we had 2 key ‘Desireable Effects’ to achieve the main desireable effect of High Event Interest:

  1. High events opt-in rate – i.e. we want lots of people to register their interest for our events
  2. High events list open rate – i.e. we want to keep their interest so they open our event promotions

The ‘Actions’ in yellow show the projects used to achieve those desirable effects.

(See my page on Constraints Management for detail on how and why these logic diagrams are so ‘awesome’ for marketing management).

Here are some more of the logic diagrams used to plan the event marketing campaigns.[private_free]

Event Inquiry / Lead Generation

(click image to open the full diagram)

Web-form Event Registration

What is the ideal user expeience for people registering for the event…

(click image to open the full diagram)

Event Attendance

Your prospect must schedule the time in his diary and if the event is a live event, he or she must travel there. Therefore you must pile on enough value to make your prospects time and trip worth while.

Of course, key to event marketing is building enough percevied value for the prospect to show up.

Beyond the normal objection handling done of any purchase offer is the objections surrounding time and travel.

If you’re planning an event and need to write compelling email messages to get people to register and show up, you can check out my copywriting page (opens in new window).

Post-Event Follow-Up

What variables for post-event experience do you want to prepare for, so that leads are funneled into appropriate post-event follow-up contact lists..

(click image to open the full diagram)

Event Marketing Metrics and Development

Metrics and survey questions you may want to collect for prospect profiling when marketing your events:

  • Number opened account – conversion rates
  • Number no-shows – non-attendance rates
  • Did the Event leave any particular questions unanswered for the prospect?
  • Would the prospect recommend the event to others?
  • Distance traveled by the prospect to reach the event?
  • If not opening an account now, what is the prospects intended next steps?
  • How did the prospect learn of the event?
  • What specifically did the prospect want to attend the event for?
  • When did the prospect register to attend (may reveal trends in attendance given amount of lead-time before event)
  • Subject knowledge – how much does the attendee know about the event subject matter already?

Answers to these kinds of questions will help evolve the marketing communications and event topics for increased conversion rates.

See the Copywriting page and Email Marketing page for specifics on how to engage Event prospects through your messaging.


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