Microsession presentation on generating sales at B2C events and trends in social media from Event Marketing Summit 2013 in Chicago. Presented by Matt Pensinger.

1. Generating Sales
At B2C Events
EMS 2013

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SVP, Managing Director
Jack Morton Worldwide
matt_pensinger@jackmorton.com
@pensinger
Matt Pensinger

3. The Opportunity
The Killer App
Platforms
Partnerships
Examples
Agenda

4. Events  Sales
…A Long Road

5. Attract / Engage
Brand Experience
Trial / Sample
Opt-in / Lead Generation
Re-contact
[Retail Link]
Sale
Events Sales Cycle

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7.5”
Compress the
Sales Cycle

7. The Killer App

8. Platforms

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• Direct link to mobile
commerce
• Activated with QR
code reader/app or
by sending photo to
custom short code
QR Codes &
Snap Tags

10. 1. Position your image over
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2. Resize and/or crop your
image as necessary so that it
is slightly larger than the grey
area and covers it entirely.
(approximate dimension
of image: 5.0” x 7.5”)
3. With the grey area
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your image, right click
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• Allows almost
anyone to accept
credit card payments
• Processing over $10
billion in payment
volume per year
• Growing account
penetration will
further simplify for
consumers
Square

11. 1. Position your image over
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2. Resize and/or crop your
image as necessary so that it
is slightly larger than the grey
area and covers it entirely.
(approximate dimension
of image: 5.0” x 7.5”)
3. With the grey area
now hidden behind
your image, right click
your image and choose
Send to Back.
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a frame to ensure
consistent placement
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5.0”
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• Mobile payments
product for dominant
player
• Over 128 million
active consumer
accounts
• Processing over $14
billion in mobile
payment volume per
year
• Big expansion into
offline retail
PayPal Here

12. Partnerships

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2. Resize and/or crop your
image as necessary so that it
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area and covers it entirely.
(approximate dimension
of image: 5.0” x 7.5”)
3. With the grey area
now hidden behind
your image, right click
your image and choose
Send to Back.
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a frame to ensure
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5.0”
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Retail / Fulfillment
Technology
• MoZeus
• eShots
• FISH
• SpyderLynk
Staffing
• Encore
Partners

14. Examples

15. P&G Olympics

16. Olympic campaign
activated via
@PGMobile truck in
NYC.
Turned mobile tour
into mobile
commerce platform
via “instant” sales
opportunity in
partnerships with
Walmart.com.
P&G

17. Mobile shopping
campaign was also
extended to OOH
activation in
Chicago.
QR codes linked to
product info on
walmart.com and
mobile check-out
(free shipping on
$45 order).
P&G

18. Tesco Homeplus

19. Trends In Using
Social Media
EMS 2013

20. The Social Web
4 Trends
Social Trigger
Agenda

21. Real+digital
have merged.
People move seamlessly from life to
technology and back. They don’t draw
distinctions.
Nor should we.

22. The Social Web

23. What is the social web?
People are spending less time consuming
content from websites (or creating!) and more
time connecting with their networks.

24. “If I tell my Facebook friends
about your brand, it’s not
because I like your brand...
...but rather because I like my
friends.”
Mike Arauz, Sr. Strategist, Undercurrent

25. 4 Trends

26. 1. Social = Mobile
We used to retrofit for mobile…
Now many social tools are starting
out on mobile (and often staying
there).

27. 2. Transmedia Experiences
Real life, digital life converge and
emerge.

28. 3. Gamification
Make it fun, simple to use, easy to
participate and give people a sense
of achievement.

29. 4. Social Sharing
Give people the opportunity to
spread the word about your
product or service. And then get
out of the way.

30. Do…be authentic to your brand and to your
audience.
Do…add value, fun or make people’s lives easier.
Do…keep it simple.
DO…think about how people access information
today (mobile).
Guiding tenets for brands in the social
web

31. Develop a content plan
- 6 - 3 - 1 + 1 + 3 + 6EventMonths
Platforms
Don’t just consider what to say...
...But how to say it based on the
platform.
*Think tone, voice, personality,
suitable content, etc.

32. P&G MBIB

33. 2.7”
3.2” 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly
larger than the grey area and
covers it entirely. (approximate
dimension of image: 2.7” x 3.2”)
3. With the grey area now hidden
behind your image, right click your
image and choose Send to Back.
(See illustration above.)
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
2.7”
3.2”
1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly
larger than the grey area and
covers it entirely. (approximate
dimension of image: 2.7” x 3.2”)
3. With the grey area now hidden
behind your image, right click your
image and choose Send to Back.
(See illustration above.)
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
5.4”
3.2”
1. Position your image over this area.
2. Resize and/or crop your image as necessary so
that it is slightly larger than the grey area and
covers it entirely. (approximate
dimension of image: 5.4” x 3.2”)
3. With the grey area now hidden behind
your image, right click your image and
choose Send to Back.
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
White versions of
these image layouts
(slides 13-28 & 32-35)
are available in an
Appendix at the back
of this deck.
In 2012, My Black is
Beautiful celebrated their
fifth year as the title sponsor
at the ESSENCE Music
Festival.
The challenge was to create
a fun and engaging
experience that fueled a
sustainable conversation
inspiring each woman to join
the movement and celebrate
the Imagine a Beautiful
Future campaign where
every Black girl believes her
black is beautiful.
P&G - My
Black is
Beautiful

34. 1.7”
2.0”
1.7”
2.0”
See instructions
above.
1.7”
2.0”
See instructions
above.
1.7”
2.0”
See instructions
above.
See instructions
above.
1.7”
2.0”
This places it behind
a frame to ensure
consistent placement
and sizing across all
slides.
1.7”
2.0”
1.7”
2.0”
1. Position your image
over any of these
grey areas.
1.7”
2.0”
2. Resize and/or crop
your image as
necessary so that it is
slightly larger than the
grey area and covers it
entirely. (approximate
dimension of image:
1.7” x 2.0”)
1.7”
2.0”
3. With the grey
area now hidden
behind your
image, right
click your image
and choose
Send to Back.
(See illustration
below.)
White versions of
these image layouts
(slides 13-28 & 32-35)
are available in an
Appendix at the back
of this deck.
• Over 1.2 MM Facebook
impressions
• 12,000+ new Facebook fans
(organic increase)
• 58,000 product samples
distributed
• 40,000 brand interactions
against a goal of 10,000
• 20% of survey respondents are
now likely to consider a P&G
brand for their next purchase
• 3,000+ Beauty engagements
Gold Award Winner!
Event Marketer/Event Tech Awards
‘Best Use of Social Media’
P&G - My
Black is
Beautiful

35. 1. Position your image over this area.
2. Resize and/or crop your image as necessary so that it
is slightly larger than the grey area and covers it
entirely. (approximate dimension of image: 10.0” x 3.8”)
3. With the grey area now hidden behind your
image, right click your image and choose
Send to Back.
This places it behind
a frame to ensure consistent placement
and sizing across all slides.
10.0”
3.8”
SVP, Managing Director
Jack Morton Worldwide
matt_pensinger@jackmorton.com
@pensinger
Matt Pensinger