Drive Year-Round Revenue for Your Event with Digital Monetization

Aleksander LeventalCo-Founder and CEO, Feathr

alekander@feathr.co@alevental

1. Capture audience and data, enable digital monetization

2. Building packages and common mistakes

• What data you can capture and create to monetize• How to capture, store, and use• Advanced options

• Different package types (A la carte vs Integrated/Solution packages)• Common objections and confusion from customers• Mistakes from organizers

3. Common Pitfalls• Revenue and margin expectations for new digital products• Common objections and issues

Table of Contents

Only sort of here to sell something

We’ll demonstrate with freely available tools

Only sort of trying to sell you something…

Only sort of here to sell somethingWe risk our lives for Event Monetization

Why “Digital Monetization for Events”?

This is where I tell you about Feathr’s brand beliefs

Events are people and relationships

Charles D. Exhibitor

Susie Q. AttendeeRon H. Sponsor

Veronica “I’m here for the reception” Salesperson

Your Event’s Assets

Events are people and relationships

Charles D. Exhibitor

Susie Q. AttendeeRon H. Sponsor

Veronica “I’m here for the reception” Salesperson

Live Events = Audience

Your Event’s Assets

People also exist onlineYour Event’s Assets

People also exist onlineYour Event’s Assets

Capturing Audience and Data

If I hear “big data” one more time…

Your Event’s Digital AssetsYour Event’s Digital Footprint

Your Event’s Digital AssetYour Event’s Digital Footprint

Data TypesCookie• Captured with Web / Analytics Tool

• E.g. Google Analytics, AdRoll, Perfect Audience

• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days

(B2B)• Non-transferrable across platforms

Email• Captured with by Reg or Marketing• Used for transactional and marketing

messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is

~1.5 years)• Easily transferrable

Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,

native social ads• Lasts…forever?• Transferrable, but not many platforms

make use

Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms

make use

Data TypesCookie• Captured with Web / Analytics Tool

• E.g. Google Analytics, AdRoll, Perfect Audience

• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days

(B2B)• Non-transferrable across platforms

Email• Captured with by Reg or Marketing• Used for transactional and marketing

messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is

~1.5 years)• Easily transferrable

Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,

native social ads• Lasts…forever?• Transferrable, but not many platforms

make use

Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms

make use

Advanced Data Capture (not free)Cookie

• Captured with Web / Analytics Tool• E.g. Google Analytics, AdRoll, Perfect

Audience• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days

(B2B)• Non-transferrable across platforms

Email• Captured with by Reg or Marketing• Used for transactional and marketing

messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is

~1.5 years)• Easily transferrable

Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,

native social ads• Lasts…forever?• Transferrable, but not many platforms

make use

Physical (Address, Phone)• Captured by Reg• Used for creative things• Lasts until the next housing bubble• Transferrable, but not many platforms

make use

Advanced Data Capture (not free)Cookie

• Captured with Web / Analytics Tool• E.g. Google Analytics, AdRoll, Perfect

Audience• Used for analytics + programmatic ads• Typically lasts 90 days (B2C) to 180 days

(B2B)• Non-transferrable across platforms

Email• Captured with by Reg or Marketing• Used for transactional and marketing

messaging• Gateway to a lot more data• Typically lasts 2-3 years (half-life of list is

~1.5 years)• Easily transferrable

Social• Captured by Reg, Marketing, or NSA• Used for analytics, programmatic ads,

native social ads• Lasts…forever?• Transferrable, but not many platforms

make use

Standard TrackingCookie Data• Google Analytics & AdWords• AdRoll• Perfect Audience (Free Trial)

Social• Facebook and Twitter Tracking

Tags• Facebook and Twitter List Import

(email)

Email• Registration Vendor• Mailchimp

Tip: Use a tag manager like Google Tag Manager to make the deployment of all

your tracking tags simpler

Standard Tracking

Building up “Audiences” for Cookies and Social

End Result

Audience Size Hits Daily Inventory Monthly InventoryCookie Con Registered

10,000 50,000 5,000 150,000

Chocolate Chips 13,000 40,000 7,000 175,00

Gluten Free 1 1 0 (On Principle) -5

…

Total 23,001 90,001 12,000 325,000

Building Packages

Help your customers feel cool

A la Carte• Entirely separate sponsorship

opportunities• Lower package prices, faster

sales cycle, higher volume• Have to explain individual value

and mechanism of sponsorship (can be complicated)• E.G. Email List Rental, First Party

Display, Third Party Display

Combined Solutions• Based on desired outcome

instead of mechanism• Higher prices, slower sales cycle,

lower volume• Individual components are

obfuscated and less complicated• E.g. “Branding”, “Lead Gen”,

“Industry Takeover”

A la Carte vs Combined Solutions

A la Carte Media Kit (Email)

Package Type Size (List) Price Packages Available

Max Revenue

Event-wide 10,000 $2,500 2-3 $5-7,500

Category Segment 2,500 $1,500 5 $7,500

Custom Segment 100 - 1000 $1,000 10 $10,000

…

Total $25,000

List Rental / Sponsored email is probably the most common digital sponsorship. Easy to explain and understand, Straightforward fulfillment. There are issues with scale (each email is a new disturbance) and performance (read rates are low).

You want to automate my what?Marketing Automation

A la Carte Media Kit (Email)

Package Type Size (List) Price Packages Available

Max Revenue

Event-wide 10,000 $2,500 2-3 $5-7,500

Category Segment 2,500 $1,500 5 $7,500

Custom Segment 100 - 1000 $1,000 10 $10,000

Custom Email Sequence

100 - 1000 $2,500 10 $25,000

Total $50,000

List Rental / Sponsored email is probably the most common digital sponsorship. Easy to explain and understand, Straightforward fulfillment. There are issues with scale (each email is a new disturbance) and performance (read rates are low).

What is Retargeting?

A la Carte Media Kit (Third Party / Retargeting)

Campaign Type Size (Impressions)

Targeted Users Price Packages Available

Max Revenue

Event-wide Branding

100,000 10,000 $5,000 5 $25,000

Event-wide Lead gen

100,000 10,000 $5,000 5 $25,000

Category Branding

50,000 2,500 $5,000 4 $20,000

Category Lead gen

50,000 2,500 $5,000 4 $20,000

Total $90,000

Sponsored Third Party display is one of newest, and still severely underutilized forms of digital sponsorship. It addresses some of the weaknesses of other digital sponsorships by being delivered in a brand new way. Also can most easily include campaigns that bridge Desktop, Mobile, and Social.

Example Branding Campaign

Simple Combined Solution (Lead Gen)

Component Description Component PricePre-show Email Prospecting – Click through to

Landing Page$2,500

Pre-show Retargeting Prospecting – Click through to Landing Page

$5,000

Postcard Old Fashioned Prospecting $2,500

Post-show Email Follow up – Based on Landing Page Conversions

$2,500

Post-show Retargeting Follow up – Based on Landing Page Conversions

$5,000

Total $25,000

A combined solution around lead gen would consist of a full campaign including email, social, retargeting, and potentially direct mail to help drive leads for the Sponsor, without ever handing over any data.

Complex Combined Solution (Lead Gen)

Complex Combined Solution (Lead Gen)

Email (With Tracking Tags)

Social + Retargeting Based on Read + Click Audience

Landing Page with Call to Action

3 Month Email Sequence with Content

People also exist onlineYour Event’s Assets

Build new ways to access your data, instead of handing it over

Common Pitfalls

C’mon, let’s not be falling into pits.

Issues SellingDigital is complicated – People need training • Multiple training that reinforce complicated tools (particularly when selling a la carte)• Salespeople pull away from products they don’t’ feel expertise with• Difference between value proposition and method of fulfillment

• Value is the people

Incentives• Miscommunication with incentives (or lack thereof) can be very difficult to overcome• Gross margins on digital products vs physical products should factor in

Pacing expectations• New products take time and experience to grow• $25,000 in Year 1 is correct for $500,000 in Year 5

Common Objections“I don’t want to be annoying or creepy” • “Neither do we, they’re our attendees – that’s why we ensure only the right people get

appropriate messages, and we severely limit the inventory.”• (Retargeting) “The ads are going to be there no matter what, the difference is whether it’s about

something they care about or another pair of shoes.”

“We already do digital marketing”• “The digital marketing you’re already doing is targeting customers you already have, or the best

that Facebook and Google can do to guess at who our attendees are.”

“We don’t do digital”• “Exactly why you should let us give you access to cutting edge marketing technology and services

targeted directly at the most valuable possible audience for your company – with no confusing technical work required.”

Issues FulfillingReporting• One of the main values of digital is

granular, quantifiable performance• Reporting should be real-time, not 2

weeks after event• Don’t just list ”counting stats” like

impressions and clicks, give insight• Day of week / Time of day activity• Interactions per user• Mobile vs Desktop• Show funnel?

• The value is the people, not the email or the advertisement.

Aleksander LeventalCo-Founder and CEO, Feathr

aleksander@feathr.co@alevental

Questions?

Why is it okay to have such higher volume on Retargeting than Email?

With retargeting you’re replacing clutter, with email you’re adding clutter. Also the targeting and pacing can be much

more specific.

How can I scale Retargeting campaigns even more?

Pre-event vs Post-event vs Event-independent campaign types.

How much does it cost to fulfill the Social + Retargeting campaigns?

$3-$5 per thousand impressions. For example a 100,000 impression campaign which you sell for $5,000 would cost

$300-500 to fulfill.

What’s the difference in configuration for a Branding vs Lead gen campaign?

Branding campaigns are optimized for exposure (maximum eye balls and maximum amount of views, no direct

outcome), a lead gen campaign has narrower targeting, more strategic touch points, and targeting a specific

outcome or action.