More Related Content Similar to Optimizing Business Events with Influence Marketing {eBook} (20) Optimizing Business Events with Influence Marketing {eBook}2. In this eBook
• Event Marketing Defined
• Offline and Online Events
• The Role of Event Marketing in the Marketing Arsenal
• Influence Marketing and Event Optimization
• Event Marketing and Trust Points™
• Why Influence Marketing for Event Hosts and Sponsors
• Pre-event, During, and Post-event Actions for Event Hosts Using
Influence Marketing
• Pre-event, During, and Post-event Actions for Event Sponsors Using
Influence Marketing
• Use Cases:
– Influence Marketing to Help Determine Influential Speakers
– Influence Marketing to Help Enhance Corporate Reputation
Copyright © 2013 Appinions. All rights reserved.
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3. Event marketing, defined
“ Satisfaction is the price of entry, and the real stakes
are how effectively the experience moves the
audience to act on the event's objectives.”
– David Rich
• Event marketing is defined as “the practice of promoting the interests
of an organization and its brands by associating the organization with
a specific activity.”
Sources:
The impact of event marketing on brand equity.
International Journal of Advertising Date: May 1, 2013
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4. Events are offline or online
• Offline or online, each event type has its place in most corporate
marketing programs.
Offline/in-person:
• Conventions and
expositions
Online:
• Live streaming events
• Workshops and trainings
• Social media-driven events
(Twitter or Facebook chats,
Google+ hangouts)
• Media events
• Webinars
• Corporate-owned events
Events can elevate thought leaders, build media and analyst relations,
promote partners and generate leads.
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5. Event marketing is a huge part of the
marketing arsenal
• $108 billion is spent per year in
just the production of events in the
US, which makes events a bigger
industry overall than even the US
automotive industry.
• Event marketing is at #2 in the
overall marketing spend, just
behind advertising.
Sources:
The impact of event marketing on brand equity.
International Journal of Advertising Date: May 1, 2013
PriceWaterhouseCoopers
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6. Influence marketing elements are key ROI
measures for event marketers
• Three of the top five
metrics used by event
marketers could be
impacted via successful
influence marketing.
• Influencer engagement
with an event can
contribute to media
exposure, brand
awareness and
attitudes towards
the brand.
Source: http://www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives
Copyright © 2013 Appinions. All rights reserved.
66
7. Influence marketing can enhance and improve
events along nearly every step of the process
• Events built on influence analytics provide a more informed and
efficient way to create events that consistently resonate.
• Achieve corporate, marketing and media objectives at each
stage of event marketing planning for both the event host and
event sponsor by leveraging communications objectives:
– Matching messages and experiences to audiences
– Integrating messages into multiple media
– Determining which media format is best for different stages in the
cycle: pre-event, during event and post event
• Influencer amplification extends the range of the event from a
specific point in time to having life and energy before, during
and after the event.
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8. Influence marketing-optimized events deliver
additional trust points™ for the customer
• When influence marketing and events intersect, customers
develop deeper connections with the event – and the company
or sponsor behind it.
• Influence marketing helps companies and influencers create
pre-event, event and post-event trust points.
Our Marketing through Trust eBook describes the impact of trust points™
on a buyer as they move through the purchasing journey.
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9. How can event hosts and sponsors benefit from
using influence marketing for events?
• Corporate objectives
– Increase public awareness
– Promote corporate image
– Involve greater corporate/influencer community
• Marketing objectives
–
–
–
–
Generate brand awareness
Reach target markets
Enhance attitude towards brand
Increase sales
• Media objectives
– Increase media exposure
– Generate publicity and counter negative publicity
– Enhance ad campaigns
• Personal objectives
– Support management interests
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10. Pre-event influence marketing
actions include:
• Identifying and cultivating relationships with the best possible
speakers for your topics
• Inviting attendees (executives, industry pundits, media) who
will engage with and amplify your content
• Identifying and informing the most valuable themes to define
your event agenda
• Identifying potential competition in the market place
• Analyzing event issues and problems
• Generating alternative solutions
• Predicting event outcomes
• Generating event and brand awareness via influencers
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11. During event influence marketing
activities include:
• Further generating and nurturing leads
• Engaging with prospects and existing customers
• Working with influencers to amplify content beyond the event
audience
• Generating media exposure via influencer content
• Engaging attendees via social media messaging: tweets,
hashtags, LinkedIn groups, mobile apps
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12. Post-event influence marketing
activities include:
• Sending surveys to influential attendees to gauge an event's
success
• Publishing articles, provide wrap-ups about event to
stakeholders—attendees, sponsors and speakers
• Asking attendees and influencers to continue to share relevant
content from the event
• Generating media exposure via influencer content
• Promoting highlights from influencers
• Thanking influencers
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13. Pre-event influence marketing
activities include:
• Identifying events to sponsor which will generate the most
interest from influencers
• Developing content for the sponsorship and event based on
influencer interests and input
Source: Building and Attracting Event Sponsors http://www.activenetwork.com.au/event-management-resources/articles/how-to-get-sponsors-for-an-event.htm
Copyright © 2013 Appinions. All rights reserved.
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14. During event influence marketing
activities include:
• On-site sampling to influencers
• Influencer meetings at event
• Booth or table content driven by influencer interests
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15. Post-event influence marketing
activities include:
• Promoting highlights from influencers to sponsor community
• Working with influencers to enhance buzz on social media
• Prioritize leads based on influence of attendees
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16. In summary: Influence marketing is valuable for
event hosts and sponsors
• Helps determine the right people to attract to your event who
have demonstrated influence in the space
– Research via search engines, social networking platforms,
monitoring tools, Appinions Events Optimization module
– Build brand recognition with these influencers
– Maximize lead generation
• Hones in on the most resonant topics to make the event relevant
• Extends brand reach beyond the event
– Participants, speakers, event staff, hosts and sponsors
amplify content
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17. Use Case: Events & Influence Marketing
Influence marketing to help determine
influential speakers
• As part of Xerox's successful and award winning healthcare campaign,
the company partnered with a very credible industry influencer at a highprofile healthcare event.
• Through an integrated marketing effort which included thought
leadership with this respected influencer, Xerox was able to advance its
position in the healthcare industry.
• The combination of engaging social conversations and onsite marketing
resulted in a top-trending hashtag during the event and a significant
increase in traffic to its content site Healthbizdecoded.com.
• Xerox credits thinking through the lens of influence and insightful
analytic as the catalyst for elevating awareness for its healthcare
business.
• To learn more about this example, and the greater healthcare campaign,
visit HealthBiz Decoded
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18. Use Case: Events & Influence Marketing
Influence marketing to help enhance
corporate reputation
• The Red Consultancy, an international PR agency, wanted to reinvigorate
conversations with existing clients and create a platform to initiate captivating
conversations with prospects.
• Rather than employ traditional sales strategies, Red used influence marketing
to hand pick influential panelists and attendees to host for an owned event.
8
• The combination of a captive, curated audience and influence-based, unique
content on the wearable technology industry allowed Red to reestablish areas
of thought leadership with current clients and secure new business leads.
Present
Wearable Devices
Influence Study
October 2013
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19. To learn more about our
Events Optimization module,
click here for more information and
our video overview.
Share this ebook
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