2018-聪明的营销者的成功事件营销手册（英文版）-5mb

报告摘要

Summary of SAVvy MARKETER'S PLAYBOOK TO EVENT MARKETING SUCCEED

Core Content

This document serves as a comprehensive guide for event marketers, particularly in the B2B sector, to enhance brand connections, create meaningful brand experiences, and execute successful event marketing strategies. It outlines the importance of events in modern marketing, the need for a strategic approach, and the tools and methods to effectively promote and measure events.

Main Views

Events are a critical component of marketing, especially in B2B, where they facilitate direct customer interaction and relationship building.
Event marketing has evolved beyond traditional methods, incorporating digital and technological innovations to create immersive brand experiences.
Audiences are now brand ambassadors, and event marketing should be designed to engage them meaningfully and convert them into advocates.
Marketing strategies must be holistic, integrating online and offline channels to guide the buyer through the purchasing journey efficiently.
ROI planning and measurement are essential to evaluate the success of events and optimize future efforts.
Participation marketing is the future, where events are interactive, informative, and designed to encourage audience engagement and sharing.

Key Information

1. The Event Industry

Marketers typically allocate 30% of their marketing budget to events.
Events offer unique opportunities for lead generation, branding, engagement, and education.
Live events are still vital for B2B, as they allow for direct relationship building.
Digital events are cost-effective, scalable, and can be reused, making them an important part of the marketing mix.

2. Event Strategy Development

An event must be tied to a strong concept and purpose.
Identify the audience, market gap, and financial viability of the event.
Ensure the event’s look and feel aligns with the brand's tone and values.
Plan for growth potential and customer investment in the event.

3. SMART Objectives for Events

Objectives should be specific, measurable, achievable, relevant, and time-bound.
Define clear goals and key performance indicators.
Ensure objectives are aligned with the brand's messaging and audience expectations.

4. Marketing Plan Template

A structured marketing plan includes:
- Event name, date, time, location, and background
- Clear objectives and target audience definition
- Branding and strategies for achieving goals
- Budget and promotion mediums
- Measurement criteria and tools for success tracking

5. Boosting Events with Smart Tactics

Encourage user-generated content and peer collaboration.
Ensure brand experience consistency between live and digital events.
Use rich multimedia content to entertain and inform.
Invest in production quality for videos and audio.
Redefine event measurement to include social media analytics.

6. The Event Page

The event page is the foundation of all promotion efforts.
Include:
- Event description with clear topic, time, place, and benefits
- Pre-event content such as videos, whitepapers, and summaries
- Speaker profiles and credentials
- Simple video interviews of speakers
- A clear call-to-action (e.g., "Register Now" button)

7. Pre-Event Email Marketing

Use email marketing as a key channel.
Tips include:
- Crafting impactful subject lines that evoke emotion
- Sending emails on Tuesday to Thursday for better engagement
- Including speaker thumbnails and social proof
- Maintaining weekly communication about the event, including speaker lineups and early-bird registration incentives

8. Pre-Event Social Activity

Leverage social media for event promotion.
Strategies:
- Use a unique event hashtag for all social posts
- Update social media bios to link directly to the event page
- Engage the target audience with relevant tweets
- Encourage sharing and interaction through contests and gratitude
- Cross-promote across social platforms (e.g., Facebook, Twitter, LinkedIn)

9. Event Blog Posts & Media Webcasts

Publish pre-event blog posts such as interviews with speakers
Invite speakers to guest blog for SEO and social media benefits
Submit events to media websites and industry associations for wider reach
Offer press invites for interviews or guest posts

10. Search Engine Optimization (SEO)

Optimize for keywords that include event topic, "event," and location
Use title tags and headers with the target keyword
Write a detailed event description with relevant keywords
Internal linking to the event page from other site content improves SEO visibility

11. Putting Social Media to Work

Use social media to extend event reach and engagement
Focus on high-impact, low-cost publishing platforms like WordPress
Utilize hashtags and social sharing as expected components
Shift from educator to knowledge facilitator
Provide rich content to immerse the audience and encourage sharing

12. Digital Event Value Chain

Digital events should be campaign-driven, integrating tactics like webinars, videos, live chat, and virtual sales rooms
The event website acts as the central hub for content and engagement
Content must be high-quality and production-ready to ensure audience engagement
Use augmented reality and projection mapping for innovative brand experiences

13. Measuring Event Effectiveness

The goal is to establish performance metrics and use data for decision-making
Key questions:
- Did the event meet its objectives?
- What hard data is available to prove success?
- How can this data be used to improve future events?
Marketers should:
- Coordinate with sales to define success criteria
- Identify management benchmarks
- Simplify metrics for cross-platform tracking
- Apply consistent measurement processes and review them frequently

14. Creating Meaningful Brand Experiences

Use a template to list characteristics/techniques, what worked, and what was unique about the event
Focus on audience engagement, brand consistency, and memorable interactions

15. Risk Assessment

Risk is defined as the potential for harm in event planning
Strategies to minimize risk include:
- Identifying hazards and their likelihood
- Preparing contingency plans for unexpected events
- Implementing preventive measures to reduce risk impact

Conclusion

Events are pivotal in shaping customer opinions and buying behavior more effectively than other marketing methods.
The guide emphasizes experiential marketing, where customers are not just informed but exposed to brand value through interactive and engaging experiences.
The future of event marketing lies in digital innovation, strategic planning, and audience-centric engagement.

Contributors

Krithika Ramamurthy
Joshua Sisodia
Priscilla Selwine
PriyoKumar Singh

About Regalix Research

Regalix Research is a global innovation company based in Silicon Valley.
They provide digital marketing insights, consulting, and peer-to-peer programs to help marketers create effective strategies.
They work with Fortune 500 companies and venture-backed firms, focusing on technology innovation and marketing differentiation.
Their services include social, mobile, content, multi-channel campaigns, technology development, and analytics.