THE EVENT PLANNER’S COOKBOOK - THE RECIPE FOR SUCCESS (3/3)


WE CREATED THE EVENT PLANNER’S COOKBOOK TO HELP EVENT ORGANISERS BUILD STRONGER FOUNDATIONS FOR THEIR EVENTS. THE KEY TO EVENT PLANNING SUCCESS IS IN THE PREPARATION. THIS COOKBOOK WILL PROVIDE YOU WITH THE RECIPE AND THE INGREDIENTS THAT YOU NEED IN ORDER TO PREPARE FOR YOUR EVENT.


(Please click for download)

This is the continuation of our PREVIOUS BLOG

CREATE A MARKETING PLAN - GET THE WORD OUT ABOUT YOUR EVENT

Don’t leave your event marketing to the last minute. Use the data collected during your market research and your SWOT analysis to create a comprehensive marketing plan. Your marketing plan should include:

- MARKETING OBJECTIVES Provide an overview of your objectives. List your competitors and their positioning, the market size, and SWOT Analysis.

- COMMUNICATION STRATEGY Your communication strategy should include details of your marketing mix such as: your event, pricing, merchandise, venue/location, and promotion. It should provide details of your chosen marketing channels and tools that you will use to promote and market each aspect of your event.

- MARKETING BUDGET Plan your marketing budget in advance, remembering to allow 10-15% for contingencies. You should refer to this budget plan throughout the various stages of your event planning journey, making any amendments if necessary.

- PROMOTIONAL OFFERS It seems like a simple tip, but it’s one of the most effective when trying to attract new attendees/clients. Make it worthwhile for your prospects to attend your events by providing them with discounted rates and bespoke packages that will entice them to sign up for your events. Although this is an effective way of increasing attendees, it may not work for some small businesses due to budget restraints or lack of resources.

- SPONSORSHIP PACKAGES Identify potential sponsors and create a concise sponsorship proposal that outlines the benefits to your potential sponsors. Decide what type of sponsorship would best suit your event. Will you conduct your sponsorship deal on a barter basis, such as the provision of a service in exchange forproduct placement or promotion on your marketing materials, or will it be a straight forward financial arrangement?

!!! Don’t forget to use the data that you collected during your market research to outline the benefits of the partnership to your potential sponsors. Don’t just send out your sponsorship packs and leave it to chance! Follow up potential sponsors within a week of sending out packages !!!

TRACK, MEASURE, REPORT & OPTIMISE

ONCE YOU HAVE CREATED YOUR MARKETING PLAN AND COMMENCED YOUR MARKETING ACTIVITIES, IT’S IMPERATIVE THAT YOU TRACK, MEASURE AND REPORT YOUR SUCCESS SO THAT YOU CAN MAKE AN EDUCATED DECISION ABOUT WHAT ACTIVITIES TO CONCENTRATE YOUR EFFORTS AND YOUR BUDGET MARKETING ON.

TRACK

Using web analytics not only helps you TRACK and measure traffic to your event site or landing page, but it can also help you measure the results of specific campaigns in order to monitor the traffic to your site after its launch, whether e-mail, social media, organic, or paid search. By providing the user with statistics such as unique page views, it can help you identify trends that will be an asset for future activities. It’s important to track each of your campaigns separately. This will help you identify the source of the lead or prospect visiting your event site or particular landing page, helping you identify which activity performs the best. You can do this by assigning tracking or unique tags (UTM tags*) to each of your marketing efforts, such as blog posts, tweets, LinkedIn posts, emails, etc…It is a good idea to give your campaigns names and assign unique tags (UTM tags) before you launch. You can then track the results of your campaigns in the Campaign Report section of Google Analytics. A UTM tag should contain the name of your campaign, the medium used, and the source.

* What is a UTM tag? “a UTM tag is a tracking marker appended to a URL, and is recognized by Google Analytics as a dimension, just like average time on site, for example. UTM stands for Urchin Tracking Module. [In 2005], Google purchased Urchin and rebranded it Google Analytics.”

Common parameters include:

• Campaign Source: utm_source; usually the site, such as Facebook or blog • Campaign Medium: (utm_medium; how the link was published, such as a banner ad or tweet • Campaign Term: (utm_term; to identify the paid keywords for search campaigns • Campaign Content: (utm_content; use to differentiate ads • Campaign Name: (utm_name; for ad campaign names, such as ‘FacebookMay2012′ or

‘sedanbannerad’

!!! Tip: If you do not feel comfortable creating UTM tags yourself, Google has a custom URL builder that can add customised campaign parameters to your URLs !!!

Social Media has been a predominant factor in increasing conversion rates and is rapidly growing. Measuring and analysing your social media efforts will help you achieve your goals and boost participant numbers by providing you with a general view of the content and messaging that drives the most results so that you can revise your marketing plan in order to improve your ROI. Make sure that you link your social media channels into your web analytics tools and assign values to each engagement point that is relevant to your event or business goals. In addition to linking your social media channels, ensure that you also link your AdWords accounts to your web analytics, so that you can monitor and enhance the performance of any PPC campaigns that you are running. Most organisers use more than one social channel to market their event, and with so many options, measuring the success of each channel against another can get somewhat complicated.

In order to help you gage what content and platform most drives conversions with your audience, we have created a Social Media tracking tool, to help you generate reports and insights that you can easily take actions from and share with your key stakeholders.

MEASURE

Knowing which channels perform better in terms of generating leads and engagement is extremely valuable, however, it is imperative to MEASURE the performance of your campaigns in relation to conversions. Your web analytic tools can provide you with information such as click through rates, shares, sales, or contact requests, that can be used when compiling your report.

REPORT

Your REPORT should show your goals and the data that you have tracked and obtained from your web analytics tools and compare values across various channels. You can usually define rules and search for specific keywords or traffic sources through your web analytics.

The Dashboard on your analytics tool provides a quick overview of your activities performance. You can customise your Dashboard to include information that is of relevance to your goals, performance based on your chosen metrics, and monitor conversion. It can provide you with specific information such as bounce rates, page views, and click-through rates. The In-Page Analytics tool is a great asset and can be found under the Content section of the Reporting tab on Google Analytics. It provides you with a visual insight of how visitors interact with each specific page on your website. The tool is extremely useful as it provides you with details of what assets or sections are most clicked on or viewed, similar to a heat map, helping you improve the layout, content, messaging, and other functions of your site or pages.

!!! Tip: In order to use the In-Page analytics tool, you need to enter the URL of the site or page that you want analysed in the Settings of the Admin section !!!

Another useful section of the web analytics is the Real-Time option. It allows you to view data about the traffic on each page and visitor activity in real-time. You are also able to gain further insight into your visitor’s data, such as their geographical location, the particular page that they are viewing, and the particular traffic source that referred them to the landing page. This is extremely useful as you can monitor the effects of any marketing activity so that you can assess and make immediate changes if required. Although analysing data and traffic to specific pages is extremely useful, you should also use Event Tracking to monitor user interaction with your content (such as downloads, video elements or mobile apps) separately. Setting up event tracking is slightly more complicated and should be done by your web developer to ensure that it’s done properly. Once this is set-up, you will be able to access the data collected in the Events Report section.

You can use the data collected from the In-Page analytics and other reports to optimise your landing page or website to improve your conversion.

OPTIMISE

OPTIMISATION IS A CONTINUOUS PROCESS THAT IS VITAL TO BOOSTING YOUR CONVERSION AND INCREASING YOUR ROI.

There are various ways in which you can do this. To experiment with optimisation you can perform split tests (A/B and multivariate testing). This is where you use the data collected from your In-Page analytics in order to try to improve the ratio of click-through rates, by testing two different versions of a landing page (for example you can change the position of an image, messaging, or call-to-action).

Using the Experiment option in Google Analytics, or other providers such as ION Platform you can divert a set percentage of visitors to the alternative page in realtime and optimise your pages according to the results achieved.

Find the appropriate ingredients

Social Media Tracking Tool

Reporting Template

The full cookbook will be available online soon. In our next blog we will inform about our events and experiences. Stay tuned!

#EventManagement #Event #Eventplanning #Marketing #RYEvents