Optimizing Business Events with Influence Marketing {eBook}
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Transcript of Optimizing Business Events with Influence Marketing {eBook}
Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved. 1
Optimizing Business Events with Influence Marketing
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• 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
In this eBook
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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
Sources: The impact of event marketing on brand equity. International Journal of Advertising Date: May 1, 2013
• 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.”
“
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Events are offline or online
Events can elevate thought leaders, build media and analyst relations, promote partners and generate leads.
• Offline or online, each event type has its place in most corporate marketing programs.
Offline/in-person: • Conventions and
expositions • Corporate-owned events • Workshops and trainings • Media events
Online: • Live streaming events • Social media-driven events
(Twitter or Facebook chats, Google+ hangouts)
• Webinars
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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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• 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.
Influence marketing elements are key ROI measures for event marketers
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Source: http://www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives
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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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Influence marketing-optimized events deliver additional trust points™ for the customer
Our Marketing through Trust eBook describes the impact of trust points™ on a buyer as they move through the purchasing journey.
• 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.
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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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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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• 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
During event influence marketing activities include:
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• 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
Post-event influence marketing activities include:
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Pre-event influence marketing activities include:
Source: Building and Attracting Event Sponsors http://www.activenetwork.com.au/event-management-resources/articles/how-to-get-sponsors-for-an-event.htm
• 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
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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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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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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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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 high-profile 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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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.
• 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.
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Wearable Devices Influence Study
Present
October 2013
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To learn more about our Events Optimization module,
click here for more information and our video overview.
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