Harness the power of data to strategize your event marketing plan.
1. Set Specific Goals
Setting realistic and measurable goals will better equip you to structure your overall event strategy. Identify one or more of these examples that most closely aligns with your organization’s needs:
- Increase attendance by XX%
- Increase event revenue by XX%
- Earn XX new e-newsletter subscribers
- Earn XX new social media followers
- Establish XX new prospects
2. Target an Audience
With your goals in mind, use existing data to establish a target audience for your event. Pair data with your knowledge of customers to provide the highest value to event attendees.
Use Google Analytics to analyze conversion demographics, or use social media’s robust demographic insights. On Facebook, you can access meta-data about your followers’ job titles, employers, and interests to find common ground.
If you can’t quite find what you’re looking for through existing data, think of what kind of audience you would like to attend, and use your expectations to inform later data analysis.
3. Identify Your Event’s Value
What does your event offer attendees? A strong understanding of your event’s value will help you craft stronger calls-to-action for a multi-touch marketing campaign.
- Exclusive product access
- Education or industry insights
- Networking opportunities
4. Announce Your Event
Once you’ve established your event’s audience and purpose, you can begin forming an integrated marketing campaign. Determine how you will capture data prior to announcing your event, because data from early registrants may help guide further decision-making.
Explore these digital announcement touchpoints to effectively capture data from your announcement.
40% of marketing specialists still consider email to be the best channel for event promotions, reports the Event Marketing 2019: Benchmarks and Trends Report. An effective email announcement goes a long way toward capturing impressions from high-value attendees for future reference in multi-touch campaigns.
Social media is the second most effective digital medium used to market events. If you’re using event software like EventBrite or CRM software, explore possible social media integrations.
Custom Event Landing Page
A custom event landing page allows for robust multi-touch marketing capabilities. Consider placing a Facebook tracking pixel on your webpage to use the “audience mirror” tool for Facebook and Instagram ads. You can also capture information throughout the registration process.
5. Integrate Data Into Your Pre-Event Marketing
Leverage data to effectively market to your target audience, establish new connections across multiple channels, and prepare to capture leads at the event.
Google Analytics Tracking Campaigns
A unique tracking campaign will help you judge which touchpoint has delivered the best results. Applying a content tag to your promotional links will also allow you to A/B test your event messaging across all digital mediums. Consider unique tracking codes for each content type, so that you can determine what type of content performs best.
Create a Lookalike Audience
Facebook’s Lookalike Audience tool allows you to target users based on your followers, if the group is large enough. You can also target Facebook users by job title, employer, interests, and more.
Organize Event Collateral
Day-of marketing materials can be a great way to capture new information about attendees. Strategize ways in which your collateral can help you fill in gaps in your knowledge about attendees.
6. Close the Loop
After your event, it’s crucial to follow up with both attendees and non-attendees to close the marketing loop. Explore these possible touchpoints to develop connections and capture leads:
Thank You and Survey Messages
Send a thank you to your attendees while energy is still high. Aim to send your message within three days of the event, and include a feedback survey for more interaction.
Events provide a lot of content for your social media and e-newsletter. Develop slideshows, videos, or photo albums from the event to use in social media or an e-newsletter. Consider a personalized event review video or blog post from key speakers or attendees.
Create incentives for continuing engagement with your brand. Consider coupon codes, exclusive content, or even an after-party for VIPs.
Post-Event Google Analytics Tracking
A unique post-event tracking code for all event-related content can help you analyze conversions on your website.
7. Calculate ROI
Compare metrics reports, profit analysis, and event attendance to calculate ROI. With your data and attendee feedback in hand, you can use your experience to make strategic, data-driven decisions for your next event!