Tags: event

Catapulting Your Event Marketing Calendar in 2016

Catapulting Your Event Marketing Calendar in 2016

Beyond • December 24, 2015

Now that maximizing the event potential of your annual Christmas party is behind you, it’s time to focus on events for 2016. If you haven’t already eye the event playing field for the next year, now’s the time to do that. For companies still in a start-up mode, it’s likely that you’re still in raw attendance mode. Your goal is to attend a seminar or conference in the next year and build your team’s skill sets, maybe get a few new clients. For enterprise organizations, the goals have changed. You might (should) still be building on your team’s skill sets, and you’re probably more aggressively looking to build up the sales funnel. No matter which option you’re routed for, the steps you need to take to effectively engage in the event marketing world will look similar. How much you can take on will depend on your willingness to commit to creative solutions. Networking During the Event, Before the Event Scope out who is going to be there and reach out to them in advance. Once an event has started, it’s almost impossible to get anyone’s attention since everyone has their own agenda. You’ll likely also be overwhelmed by your own agenda. That said, the best way to take advantage of the other attendees is to plan ahead and set some time apart. Most event organizers will have a list of attendees that you can use. You can also go on social with the official event hashtag and throw it out there on Twitter to see who is interested in meeting up. You can host several smaller intimate 15 minute coffee-breaks which also helps keep you from feeling lost at a larger event where no one really knows each other and it feels like the first day of school in a new place. Host a Lecture or Discussion Hold a panel or a lunch seminar to draw in a larger crowd of people. This can be something informal like a social gathering or if you’d like it can branch off on a topic you’re knowledgeable in. In order to not step on the toes of the event organizers, it’s best to do this after hours and off-site. This is a prime opportunity for you to stand out from other attendees, especially if you’re looking to score clients. A great and effortless way to do this is to host a comped breakfast and a happy hour on different days with a limited number of guests. Take to social with the invite, extend it to anyone you want to network with, and let the event organizers know too. As long as you’re not stepping on their turf in space/time, they’ll likely be more than happy to blast it to the network. Offer a Write-up or Launch an Event-Specific Email Campaign Nobody wants to take notes – They’re two ideas that can be rolled into one or played out on their own. The event organizer would love a write-up on the event from an attendee. They’ll be enthused about your offer and it gets you additional post-event exposure. Industry blogs will feel the same way. You can also host a post event email campaign that summarizes key points from the event. If you pair that with direct quotes and professional photographs, it’s something I’m confident event organizers would be happy to market for you. The goal here is to get subscribers to your email list. If this play sounds good to you, create an event-specific landing page and some print outs directing people to that page. And of course, post it to social too with the appropriate hashtags. Whether you’re a start-up or enterprise operation, every business is eager or exposure, brand awareness, attracting viable partners and new clients. However, to be successful in doing any of that, companies need to realize that ‘show time’ starts months before the event and continues through and after it. A solid email campaign can tackle that problem, but an email campaign paired with the other three strategies can get you noticed by event organizers as well. That’s really the goal here – to rise as a thought leader in the event so that you’re able to stand out from the crowd.


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How Event Marketing Can Boost Your Sales

How Event Marketing Can Boost Your Sales

Beyond • September 18, 2015

Business organizations know that maximizing profits requires smart marketing. Nevertheless, it’s challenging for some businesses to devote the time required to market efficiently. In order to support that effort, this post presents you with event marketing strategies to help your business gain more loyal customers and maximize profitability. Whether you’re launching a new product or service, promoting a limited time offer or merely looking to increase the exposure of your business, incorporating the best strategies for event marketing can help you maximize growth for your business and reap the benefits of the promotional activity. Every company has sales systems targeted towards specific markets or clients that are likely to convert leads into customers. Event marketing can be achieved in 2 ways: As a participant As a sponsor A company that implements best practices in event marketing can increase its awareness and familiarize itself with prospects that can prove beneficial to the business. Event marketing can be held at both national and international forums. It is a powerful technique used by businesses today to increase customer engagement, sales within the event and outside of it as well as create great opportunities for content generation. Event marketing helps businesses to move from one-on-one sales to group sales so that a company can present their products or services to different prospects at the same location and time. Here are some easy guidelines to help you boost your sales through event marketing: To understand what features and aspects of an event can bring in business for your company, the first step is to create an effective marketing plan for the event. The marketing plans helps businesses provide increased attention and focus to the more successful aspects.   Create an event within an event by creating a qualitative experience for the individual customer and for a large crowd. This provides businesses with an opportunity to educate customers on the quality of a product by directly interacting with them.   Make the best use of social media platforms for promoting the event – create a memorable, short, branded hashtag, develop an effective social media promotion plan for Twitter, LinkedIn. Facebook, Pinterest and Instagram, schedule status updates and tweets on the day of the event and make use of targeted advertisements. All these strategies are considered effective methods for directly engaging with customers through social media in a mutually beneficial manner.   Regardless of whether it’s design experts to create an ideal exhibition space, collaborating with another brand for cross-promotion or for recognizable and effective branding, do not hesitate to hire outside help. Businesses that bring in external resources can add value to its products or services from a different and creative perspective. So what are you waiting for? Use Benchmark Events to create and manage your events for free. Bring in customers for your business and demonstrate the goodwill that will leave a positive image and favorable impression of your brand on the customer.


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Come and meet us at the eCommerce Expo 2015

Come and meet us at the eCommerce Expo 2015

Beyond • September 13, 2015

eCommerce Expo 2015 Fact File: Where is it? Olympia London Where to find us? Stand 382 When? 30 September - 1 October The eCommerce Expo 2015, at the Olympia Conference Centre in London, is a key event in the eCommerce calendar and an unmissable event for businesses big and small. It takes place between 30 September and 1 October and, not only is it free, but it’s also packed full of networking and educational content: choose from over 70 seminar sessions, visit over 180 ecommerce technologies and product providers, network, meet innovative start-ups and get expert advice and training. What’s more, this is Benchmark Email’s first UK exhibition so it’s the perfect opportunity to come and meet us in person at stand 382. We can’t wait to meet you either so we’ll be there with members of our technical support team who will be more than happy to answer all your questions. Just don’t forget to CLICK HERE in order to register for the event and make a date with Benchmark Email. We’re sure it’ll be love at first sight ;)


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Top 10 Tips From Wedding & Event Planners

Top 10 Tips From Wedding & Event Planners

Beyond • May 28, 2015

Twitter is a special thing. We were so inspired by our chat with Dee Gaubert of No Worries Events on the Heart of Business podcast, that we decided to reach out to some other wedding and event planners that we admire. What resulted was countless great tips and advice from some of the best the industry has to offer. It wasn\'t easy, but we whittled it down to the top ten tips from wedding and event planners. These are in no particular order … it was hard enough only picking ten. @BenchmarkEmail I would say paying attention to the details. — Melissa Conroy (@SweetHartCo) May 19, 2015 @BenchmarkEmail keep cool, stay ahead and make sure you give your client full confidence in you and your team #1 😀 — Events Eleanor (@RedPepperEvents) May 13, 2015 @BenchmarkEmail lists. lists. lists. Get your list in order and get to it! Having a plan and a back up plan is the only way to win — Kisha (@kisha_renee) May 12, 2015 @BenchmarkEmail Always under-promise and over-deliver. — TINSEL & TWINE (@tinseltwine) May 12, 2015 @BenchmarkEmail Hi! My no. 1 success tip for the #wedding industry is to be focused & consistent. Know what you deliver and do it well! — Jasmine Cianflone (@JasmineTMEvents) May 12, 2015 @BenchmarkEmail having a savvy production team and amazing excel sheets! #producerslife — AdeeDrory (@EventProsLA) May 10, 2015 @BenchmarkEmail communication, clear strategy, defined roles and objectives, and smart technology tools to share our creative vision. — Talmadge Powell (@talmadgepowell) May 9, 2015 @BenchmarkEmail Do it with passion or not at all! You must be passionate about what you do. Only then can you do it well. — Zainab Alsalih (@Zainab_Alsalih) May 9, 2015 @BenchmarkEmail-- Keep a running “to do list” and update as the day goes on then review each night for the following day. — Park Avenue Events (@hesterparks) May 8, 2015 @BenchmarkEmail taking notes and putting things on the calendar as soon as they are confirmed pic.twitter.com/FZTB4nMEOU — Ashleigh N. Freda (@photoambition) May 8, 2015


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Make Your Events Social with Hashtags

Make Your Events Social with Hashtags

Beyond • May 21, 2015

For every company, the event piece of the marketing pie varies in size. For some, it’s a tiny sliver as if you were on an event marketing diet. For others the event marketing section may resemble Pac Man. No matter how big or small, it’s how you’re using all off the pieces together that makes the whole pie greater than the sum of its parts. Social media can boost your event marketing efforts in many ways. Let’s take a look at some of the ways using hashtags can expand the reach and effectiveness of your next event. Outsiders Let In By creating a hashtag for anyone discussing your event on social media to use, you’re not only give a singular place for everyone at the event to converse ... you open up the conversation to the whole world. Perhaps location or financial concerns keep some of your audience from attending your event. With an event hashtag, that can follow the buzz surrounding your event and even create some of their own with their reactions. Individual Speakers & Workshops Get Their Own Hashtags If you’re running a bigger event, sometimes there’s mini events that exist within it. That could be various speakers, workshops or anything else that may bring attention to your crowd. With all that going on, sometimes it may be a good idea to give each section its own hashtag. That way, people on social media can see just the talk about one speaker they were looking forward to and it won’t get lost in all the hype surrounding your whole event. Scavenger Hunt One thing to further engage your event attendees on social media could be to create a scavenger hunt. Have them visit specific booths, speakers, or other goings on at your event and tell them to use the scavenger hunt hashtag, as well as the event hashtag, to be eligible to win a prize. Not only does this incentivize your event attendees to talk about your event on social media, the outside world can get a look at what they’re missing. Don’t Overdo It I know I’ve advised promoting the use of more than one hashtag per social media post. However, it’s important not to do overdo it. If there’s too many hashtags per post, that post will likely get tuned out. Or you’ll become this…


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Dee Gaubert: It Means No Worries … Event Planning

Dee Gaubert: It Means No Worries … Event Planning

Beyond • May 15, 2015

No Worries and events are not often synonymous. Of course, that\'s unless Dee Gaubert is involved. She scratched a creative itch early on, working in the television industry, but soon found a way to combine that with her organizational side for a successful event planning career. Find out how Dee ensures that every event can go off without a hitch. We talked to Dee about film and how she draws inspiration from it. We also talked about managing a successful business, while still finding a balance and hitting that off switch for work from time to time. It was a fun, educational episode. Listen and enjoy!


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Following Up After Your Event

Following Up After Your Event

Beyond • April 23, 2015

A ton of hard work and preparation goes into putting on an event. Depending on the size, it might be almost a full year of blood, sweat and tears. The day of your event often feels like the finish line. Just that one last push until you’re finished. The last of your attendees will exit and you can finally catch your breath. You know the narrative, right? Except, that’s not the end. What you do in the aftermath of your event is just as important as the event itself. There needs to be follow up. Don’t let them forget about you once your event has ended. It’s important to stay top of mind. There’s a lifecycle to event marketing and your follow up is an integral part of that. Shortly after your event, you should send an email to thank your attendees for coming. It can start with a simple thank you, but adding some highlights or favorite photos from the event is a good touch too. Perhaps inform your attendees of some additional follow up as well. Give them something to look forward to. A few days to a week after your event, you should send some event takeaways to your attendees. This could be slides from a presentation or key points from one of your speakers. This works in two ways. Those that attended your event can refer back to the lessons they learned. It also works to keep non attendees in the fold. Where you go from there depends on the frequency of your events. If they’re relatively frequent, the next event follow up email can be about your upcoming events. You don’t want to start promoting new events to early or your subscribers will forget about it. In place of that, you can find some other tidbits from your event to share. It really depends on the type of event. If it was a networking event, maybe share a story of two individuals who connected at the event and are now partnering on something. If it was a webinar, share a new way to put one of your lessons to use. Whatever it is, just stay on the minds of your attendees. Keep them in the loop so that your company will always be the first thing that comes to mind when it’s time to purchase your product or service.


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Check-in by Benchmark Events

Check-in by Benchmark Events

Beyond • March 27, 2015

You can often tell how well run an event is by how the check in process goes. Long lines are one thing ... and sometimes unavoidable. However, keeping things organized and efficient can be the difference in keeping your event attendees happy and a full on meltdown before they’ve even gotten through the doors. Benchmark Events can help you with every step of your event, from conception to execution ... and beyond, but today we’re going to focus on that check in process. Specifically, I’m going to tell you all about the Check-in by Benchmark Events app. For both iPhone (and iPad in 2x mode) and Android, Benchmark Events offers an app to check your guests in with ease ... right at your fingertips. You can view and check in guests as you scroll through your list of attendees or use the camera to check in guests with our barcode scanner. Use as many devices as you’d like too or designate one device for VIP check in and the others for your other ticket types. The list updates in realtime, so you’ll be warned if anyone tries to use a fake or duplicate ticket. Too excited to wait until your event to begin using the Check-in by Benchmark Events app? You can monitor your registration and tickets sales for your events on the app as well. Easily do that on the go, freeing you up to focus on other aspects of your events. So, on the day of your event, or before it, have a couple extra employees working the event download the Check-in by Benchmark Events app. That way, if things start to get chaotic at check in, you can have them come help move the line along. This will help the attendees excited about your event stay that way.


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Bringing Sports Event Social Media Marketing To An Elevated Art

Bringing Sports Event Social Media Marketing To An Elevated Art

Beyond • April 14, 2014

Promoting an event in the social media age is an extremely complex and creative endeavor largely relevant to the specific category of event being produced, but there are some common elements to any successful event marketing strategy which apply nearly universally. The effective and powerful marketing departments of major brands engaged in sports events have been among the leaders in forging new paradigms in event promotions and the strategies they have applied can, with a little tweaking, be applied to whatever type of event you’re producing. Baylor University Rewards Program. Baylor University encourages students and other sports fans to engage with the program through social media by providing a sequence of motivations to share Baylor Athletics content. Valuable points can be gathered by fans through specific retweets and hashtag usage, video and image sharing, and various check-ins. When Baylor says “valuable” they really mean it, as accumulated points can be redeemed for merchandise such as Baylor Athletics tickets and gear, as well as lunch with a coach and the opportunity to lead the Baylor Bears football team out of the tunnel at the home opener. Are you still offering the same old boring incentives for your attendees or are you thinking outside the box like the smart marketers at Baylor? Michigan Wolverines Pre-Sale Strategy. One of the primary keys to engaging your event’s social media following is to provide exclusive advantages which they could receive in no other way. The University of Michigan sports department marketers understood this aspect very well when it came to setting up a 24 hour period prior to the opening up of ticket sales to the public which was exclusively restricted to the team’s social media followers. Not only did they sell thousands of tickets during that day but many were from new fans which had never attended a Wolverine game before. Are you providing a variety of completely exclusive ways that your prospects can interact with your event and derive that very special VIP feeling? Arizona State Fan Content. ASU was dedicated to improving the experiences of fans at the stadium during Sun Devil games, so they solicited content directly from them and aggregated it from across various social networks in order to select the best to feature on the stadium videoboard. Are you encouraging and rewarding your attendees to provide content to your event? New Jersey Devils Mission Control. The New Jersey NHL team is a leader in sports social media efficacy and they have excelled at least in part due to the overwhelming zeal of their fans who staff their “Mission Control” to monitor any discussions dealing with the team on various social media platforms for up to twelve hours every game day, rotate in efficient shifts, and do so on a completely volunteer basis. Now that’s fandom! By allowing their fans to “act like sportscasters” the NJ Devils team management has rewarded their enthusiastic followers and empowered them to become brand celebs. Are you treating your prospective attendees as nothing more than a seat number or are you providing them with personal input and the opportunity to become a visible aspect of your event’s branding? Vancouver Canucks In-Game Voting. Another NHL team, this one on the opposite side of the continent, has also implemented highly effective social media strategies. The Canucks implemented a three-star voting facility which their fans can access not only from the team app but also from their website and Facebook page. As the fans are watching the game they can vote for a variety of recognitions, including the favorite player of the match. Are you designing your apps and social media presences only as thinly disguised ways to sell tickets to your event and missing out on the benefits to be gained by offering your attendees a way to actually shape or award your event? The successful strategies being utilized by sports marketers everywhere are well worth analyzing by any event promoter. Although these examples are drawn from NCAA and NHL teams, phenomenal techniques worth duplicating are being implemented by sports marketers around the country and the world!


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Boost Your Event Marketing Through Mass Videoconferencing

Boost Your Event Marketing Through Mass Videoconferencing

Beyond • April 9, 2014

There are several mass videoconferencing providers from Google+ Hangouts to Skype and beyond. Regardless of particular platform they can all be of equal value in boosting your entire marketing approach if you follow these tips! Multiplex your approach. No matter what you’re promoting in conjunction with your event, the mass-ive benefit of mass videoconferencing is that you are able to multiplex your one-on-one sales process to get those attendees into those seats. You can answer questions from a group of people, have them interact with each other, and demonstrate the reality that your event really does have appeal to a large number of people. No one wants to be the first person on the bandwagon, or the first ticket buyer. When your prospects see that there is wide ranging interest in your event they are far more likely to take the plunge. Let’s party hearty. Where is it written in stone that all parties have to be held in a single physical location and in the presence of intoxicants? All of the major mass videoconferencing platforms offer a whole whack of “party” options that can be set up at your preference. Why not take a page from the Tupperware or Mary Kay marketing playbook and create a party where your invitees can chat among themselves, have questions answered, discover the background of the presenters and performers, watch demonstrations of what they can expect to experience at your event, and be able to do it all from the comfort of their computer or mobile device? They can even participate at your online event party from a bar where they can hold their iPhone in one hand and a beer in another. There you go! Instant party! Two’s company. One of the best ways to broaden the approach of your mass videoconferencing is to establish mutually beneficial synergies with another relevant company and sponsoring each other’s online get-togethers in order to boost both of your marketing initiatives. The choice of the other company is up to you but these arrangements work best when they are set up with a business that is complementary to your event, such as a major sponsor, an industry organization, or even the venue itself. If you’re presenting your event at a major city stadium, why not “team up” with the team that plays hockey or arena football there? You don’t have to restrict yourself to simple mentions or even presentation collaborations in team ups as you can ensure that there are ample areas on the display that are utilized to their best advantage through the placement of logos, signage and product placements from the collaborative company (of course alongside yours)! Invite the world. All mass videoconferencing platforms have a firm limit to how many participants you can have online at any one time which is usually between 10 and 20 people, but many of them allow an unlimited number of people to actually view the goings on and only being restricted to not being able to actively participate and put in their two cents’ worth. You’ll find that there are a lot more people who are interested in just passively viewing your event’s mass videoconference than there are ones who want to be vocal and participating. There are a lot more wallflowers in this world than there are exhibitionists. So you can cater to all of the people who just want to view without being a part of the videoconference by making that option very clear in the lead up to the date. You may be amazed at just how many people will watch! Look the part. Nothing is worse than showing up to lead a mass videoconference when you look like you’ve just been under your pickup doing an oil change. You’re going to be well-perceived in stylish but casual clothing which portrays your event message through a name tag, or a nicely embroidered polo shirt. Reach out and involve your customers and stakeholders in an online electronic conference, symposium, or just a get-together, to forge bonds of trust and relevance which will pay dividends for your event marketing effort.


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