5 Ways to Justify your Event Marketing Spend
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Transcript of 5 Ways to Justify your Event Marketing Spend
#defendthespend
5 Ways to Justify Your EventMarketing Spend
Event Marketing Resources
Presented By:
DoubleDutchMobile Event Apps
@DoubleDutch
Justin GonzalezMarketing Communications Manager
@justinSF
#defendthespend
Event Marketing20%
Digital Advertis-ing
13%
Content Market-ing
12%Website
8%
Agency Fees7%
Customer Market-ing6%
Traditional Ad-vertising
6%
Public Relations5%
Other21%
Average B2B Marketing BudgetsSource: Forrester Research, 2014
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THINK ABOUT THE EXPERIENCE…
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Events have long been a black box of information.
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When marketing budgets get tight, events are often the first to feel it.
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BUT, THINK OF THE EXPERIENCE TODAY…
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Are events still a black box?
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WE’RE EXPERIENCING A MOBILE MIND SHIFT
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WE TAKE ALL YOUR EVENT CONTENT…
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MAKE IT SOCIAL & ENGAGING
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TO GIVE YOU ACTIONABLE INSIGHTS
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Why spend money on events?
Create the Ultimate Connected Brand Experience
Deliver Content to a Captive Audience
Identify and Leverage Advocates
Enable Face-to-Face Connections
Generate Valuable Business
#defendthespend
Events are the ultimate connected brand experience.
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“CMOs must reimagine how their customers are exposed to and experience their brand.”
— “Why Brand Experience is the New Brand Management”Forrester, 2014
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Every touch point at your event presents an avenue for brand exposure.Landing Pages Emails + Digital Ads Event Day
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Events deliver content to a captive audience.
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Buyer’s go through 57% of the purchasing process before even talking to sales.
— ExecutiveBoard.com
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75% of attendees cite events as a valuable source of content.
— “The State of Event Marketing”HubSpot, 2014
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Events are the perfect place to deliver curated content to a captive audience.
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Events reveal who are your brand advocates.
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92% of consumers globally say they trust recommendations from people they know above all other forms of advertising.
— “Global Consumers Trust in ‘Earned’ Advertising Grows in Importance”
Nielsen
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Imagine all your stakeholders in a single room, sharing real-life experiences.
CustomersBrand
AdvocatesLeads /
Prospects
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Events enable you to identify your advocates and turn leads into customers.
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Events supercharge the face-to-face meeting.
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40% of prospects converted to new customers via face-to-face meetings.
— “Meetings Deliver”Meeting Professionals International
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28% of current business would be lost without face-to-face meetings.
— “Meetings Deliver”Meeting Professionals International
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Events are the final frontier for face-to-face marketing.
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Events generate valuable business.
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Nurtured leads produce, on average, a 20% increase in sales opportunities.
— “Calculating the ROI from Lead Nurturing”DemandGen Report
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Events are your best shot at warming up a cold lead.
4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out
Begin Social Media Begin Online Advertising
Invitations Reminders Begin Promotions
Event
Begin Press Outreach
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Events are your best shot at warming up a cold lead.
Post-Event 1 Week Later 2 Weeks Later 3 Weeks Later
Sales Outreach
MKTG Follow-ups Sales Follow-ups
Demos
#defendthespend
How to #DefendTheSpend:
Create the Ultimate Connected Brand Experience
Deliver Content to a Captive Audience
Identify and Leverage Advocates
Enable Face-to-Face Connections
Generate Valuable Business
#defendthespend
5 Ways to Justify Your EventMarketing Spend
Event Marketing Resources
Presented By:
DoubleDutchMobile Event Apps
@DoubleDutch
Justin GonzalezMarketing Communications Manager
@justinSF