Tag Archives: conference marketing

Outstanding Event Invitations by Email

Who said email marketing would be dead soon? Replaced by social media?

Not happening! 

In the marketing mix for events, conferences and exhibitions, email marketing and e-newsletters still play a vital role. Why is that?

  1. The subscribers list is your own property. Provided you have doble-opt-ins, of course. Your newsletter subscribers are individuals that are really interested in what you are doing and in your event. And you can run personalized campaigns!
  2. In email design, you can use your own branding and you are not limited to the restrictions that Facebook, Twitter or whoever imposes on you.
  3. With an industry average open rate of between 15%-25% (which may be higher depending on the quality of our subscriber list), every email blast gets a lot more eyeballs than any social media posting. Same is true for the click-thru-rates.
  4. Email marketing is a call-to-action medium. It can generate immediate responses and leads, so it is a sales tool – very much more so than social channels. Moreover, it allows you to design automated campaigns, based on the behavior of the recipients!
  5. Email marketing perfectly supports your content marketing strategy. In fact, it is an awesome push medium to get your content messages across – while at the same time promoting registrations to your events, your sponsors and your exhibitors.

That said, let us take a look at some case studies and what makes them so remarkable, ok? Take the best practices from all of them, put them in a blender and you’ll have your top-notch email invitation! Fasten your seat belts! Continue reading Outstanding Event Invitations by Email

Latest app usage statistics – What do they mean for event apps?

Screenshot at Sep. 09 21-04-51

At first glance, the bare figures that Comscore have revealed last week can be pretty discouraging for event app providers – as well as for organizers implementing an app for their conference, exhibition or event.

The full report can be viewed here, but let me summarize the key findings:

  1. In Germany, two thirds of the 40 million smartphone users haven’t downloaded a single app during the last month! People have become reluctant to add more and more apps to their phones.
  2. Du to the fact that smartphone penetration is still on the rise, the app economy is growing, but at a decreasing rate. Market saturation is coming nearer.
  3. While downloads are decreasing, internet usage via mobile apps is on the rise. In the USA, digital media time spent on mobile apps is already at 52%! People have their favorite apps that they use more and more often.
  4. Overall, digital media time spent on mobile platforms (apps, browser) in the USA is at 60%, desktop down to 40%, with a strong tendency towards further mobile internet growth.
  5. In Germany, the most used apps are Facebook (including WhatsApp and Instagram), Google (incl. maps, search, YouTube), Amazon, Ebay, Weather and a couple of news apps including Kicker (football). That… is pretty much it.

What do we event marketers make of these facts? Here are seven tipps:  Continue reading Latest app usage statistics – What do they mean for event apps?

Came across creative event promotion and marketing? Let’s share!

My dear blog readers, I have a favor to ask you!

Most of you are in the events industry, staging conferences, events or trade shows. And you are interested in creative ways to market events, engage audiences and promote your projects.

On April 25, I’ll be holding a presentation in London, at Gallus Events’ Who stole my audience?

Pic: join.deathtothestockphoto.com/
Pic: join.deathtothestockphoto.com/

Continue reading Came across creative event promotion and marketing? Let’s share!

Slidepresenter im neuen Design: Präsentationstool für Webinare, Messen und Konferenzen

Als Konferenzveranstalter kennt man das ja: Man hat tolle Sprecher und großartigen Content, möglicherweise sogar auf Video aufgenommen, man hat die Slides – aber was macht man nach der Veranstaltung damit?

Meistens doch… nichts!

Das ist natürlich schade, denn ein Großteil des Aufwands ist ja eh schon auf dem Event selbst angefallen, z.B. die Videoaufzeichnung.

Vorträge sind bestens geeignet, um

  • die Folgeveranstaltungen zu bewerben
  • den Hype um den Event noch zu beflügeln und zu verlängern
  • den Teilnehmern einen Mehrwert zu bieten oder sogar
  • um weitere Erlösquellen wie kostenpflichtigen Zugang zu den Präsentationen oder Sponsoring zu ermöglichen.

Die Antwort ist Slidesharing.

Die Frage ist nur: Wie bekommt man das möglichst elegant und mit geringem personellem Aufwand und Kosten hin?

Es gibt verschiedene Lösungen auf dem Markt, mir gefällt immer noch Slidepresenter mit am besten.

Das Unternehmen aus Frankfurt hat die Prozesse gut durchdacht, die bei Event-Veranstaltern ablaufen. Jetzt erscheint die Website und der Player in neuem, frischem Design. Ausserdem funktioniert das Tool auch im html5 Format, also auf iPad und iPhone.

Hier gibts weitere Infos und einen Slidepresenter Vortrag, wie das Ganze jetzt ausssieht. Einfach auf’s Bild klicken und Ihr landet direkt auf der Präsentation.

How are venues adapting to new industry trends?

This is a topic of constant discussions, because in some way, venues are way ahead in their thinking of the meeting planners, in other parts, it is exactly the other way around.

Here’s a link to an article I wrote recently for the MPI Toronto MEETING magazine on that subject. Click on the image to access the ePaper version of the article.

10 Best Practices How To Write Your Event Blog

For a lot of event organizers, content marketing is still in a very early phase. Writing an event blog is a great tool, but you can make a lot of mistakes. They can be easily avoided.

Here’s a checklist of things one should bear in mind when blogging about your event:

  1. Keyword analysis: Did you do a keyword analysis before you started your blog? It does make sense to identify the most used search terms that apply to your conference or trade show. You can use the free Google keyword tool for this. Start with what you think are the most important keywords, and run them through the Google tool. You’ll probably be surprised as to what really comes up…
  2. Search engine optimization: Your blog should include those most important keywords as often as possible, in order to rank high on search engines. Both in the text as well as in the tags.
  3. Layout: Use headlines in between, add paragraphs and write the most important words in each paragraph in bold for better ease of reading. People don’t have much time today to dig deep into a long, badly written article with a poor layout. They’ll leave your site if it’s not convenient to read. Julius Solaris’ Event Manager Blog is a great example what a good design looks like.
  4. Headline: The headline needs to pull people in, because on social media, the headline is probably the only thingone will see from the blog post! When it’s not a good one, they’ll never click on that link and read your nicely written post. Spend as much time on creating the headline as you spend on writing the blog. I’m serious…!
  5. Social sharing: Make it easy for readers to share your content, by offering sharing buttons for the most relevant networks. That means: Not hundreds of them (some services offer that wide array of networks)! Rather focus on the ones that are important for your audience, and those will probably be Twitter, Facebook, LinkedIn, Google+, maybe XING, plus an email functionality. Fullstop. Also think about editing the line that you want the people to share (mostly the headline) and add the event hashtag to the Twitter line.
  6. Engagement: Respond to each comment you receive on your blog, no matter if it’s a positive or negative one. This shows appreciation and respect for your readers.
  7. Other blogs: Do you know what are the relevant blogs for your industry? Be active on them, comment, ask questions… This will allow you to place a link to your own event blog in the comment and drive traffic to it.Backlinks are loved by search engines! But remember: It is about real engagement, not about a sales pitch!
  8. Content engine: Use the content you have created on your blog to fuel your other social platforms like the Facebook page, LinkedIn group, XING group etc. Remember to adjust the content so that it is appropriate for the platform you are posting on.
  9. Cross-marketing: Refer to your blog in your print advertising, in press releases, on your website… Everywhere!
  10. On site promotion: What good is a nice live event blog when no-one knows where to find it? At a conference, it could be as simple as placing a flip-chart somewhere next to the stage, displaying your Twitter handle, event hashtag, Facebook page and short link to the blog. You can customize a bit.ly link for easy access via smartphone or tablet.

Here’s a recent article I wrote about what a content marketing strategy for your event could look like.

Find more resources at those links:

Click to tweet: 10 best practices for event blogs http://bit.ly/Hxyipk #eventprofs #blog

Picture: http://www.flickr.com/photos/lady-madonna/

Poken, SpotMe, IML,…: Just gadgets or useful interaction devices for events?

I have been writing a lot about event apps on my blog, but obviously they are not the only technical aids that a conference planner can consider for their event.

There is a plethora of devices out there that can be used to interact with the audience at an event, to allow interaction and networking between the delegates, voting, polling, and a lot more functions.

Having used some of them at different events, I was asking myself what are the benefits of using audience response systems at a conference? Nowadays, a lot of people carry their smartphone or tablet computer at an event, and many organizers offer dedicated event apps for their conference or trade shows.

So, what is the point of having yet another device when you can use your shiny and expensive app for that? Or maybe completely different tools, like the old-school show of hands, red/green voting cards?

When I started writing this post, I soon became aware that a blog post is maybe not the right format to shed light on all the different aspects what technical tools can or cannot do for your event. So I decided to start a Wikimap, listing

  • the different areas of implementation
  • the pros and cons
  • and an overview of the vendors that offer technical devices and software for your meetings.

A Wikimap is published on the web, and it is editable by everyone (you need a free Mindmeister account to do that), it can be shared, embedded and appears on search results.

Feel free to click on the map below to view, contribute and comment on this overview of audience response systems. Look forward to your comments!

The Meeting Support Institute and the Project Meeting Architecture are dedicated to turn good meetings into great ones, by exploring ways to improve the learning, networking and motivational aspects of meetings. Technical devices and event technology are part of their research, but it goes way beyond that. I can fully recommend the work of this project group.