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Omni-Channel Marketing Strategies for Conferences
The document outlines omni-channel marketing strategies for conferences, emphasizing the importance of building data-rich profiles to enhance user experience and predict attendee needs. It contrasts multi-channel and omni-channel marketing, advocating for a seamless, integrated customer experience across all touchpoints. Various channels and data collection methods are discussed to optimize marketing efforts and effectively engage with potential conference registrants.
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Omni-Channel Marketing Strategies for Conferences
- 1. Omni-Channel Marketing Strategies for Conferences Date/Time:Monday, March 6, 2017 10:00am – 11:30am Learning Format: Create Audience Level: Applied
- 2. What We’ll CoverToday • The Digital Marketing Mindset • Building Data-Rich Profiles • Multi-channel versus Omni-channel Marketing • Defining the Buyers Journey • How to build the Conference Marketing Plan
- 3. Digital Marketing Signaleda Shift Digital Marketing • Internet Marketing • Social Media Marketing • Search Engine Marketing • Content Marketing • Content Remarketing • Email Marketing • Account Based Marketing • Inbound Marketing What’s the name of the category of software tools to help you manage all of this? Marketing automation * Published by Highroad Solution
- 4. • The moreI know about you, the greater likelihood I can predict your needs and deliver what you want • The more I deliver what you want, the more trust you have in me • The more trust you have in me, the greater the likelihood you will buy from me The Mindset of Data-Based Marketing * Published by Highroad Solution
- 5. Build the mostcomprehensive profile possible of a user’s preferences, demographics, and activities So How Can I Know You? Who • Name • Address • Job Title • Education What • Hobbies – listens to Jazz music • Lifestyle – likes espresso • Consumer Habits – drives an SUV When • Checks email twice a day • Checks social networks between 8p to 10p on week days • Views videos mostly on mobile STANDARD DATA PREFERENCES BEHAVIORAL
- 8. Interest areas • Topics •Content Preferences - How do they consume information? • Email • Website • Social Devices • Mobile • Tablet Building Data-Rich Profiles Online behavior • How do they search for information? • How do they network? • How do they conduct research? • Are purchases conducted through clicks ‘n mortar or bricks ‘n mortar? • Do they know about our competitors? Transactional History • Where do they shop? • What have they purchased with us in the past? • What was the last item they purchased? What data helps drive insights? What kind of data should you collect?
- 9. How Can YouCollect This Data? Smart Martech Stack * Published by Highroad Solution
- 10. • AMS • Ecommerce •Email Marketing • Email Automation • CMS • LMS • Event Systems • Social Communities • Other _______________________ Activity: Circle Your Main Data Sources
- 11. • Are youtasked with growing conference numbers or maintaining? • How do you acquire new registrants? • How many emails do you send in one day? • Do you have data / insights about your ideal conference registrant? • Where does your time / effort go? Activity: Fundamental Premise Exercise Take 10 minutes to note the following:
- 12. Fundamental Premise Exercise– ERA • Are you tasked with growing conference numbers or maintaining? • Goal: Grow • Reality: Maintain • How do you acquire new registrants? • Direct mail, email, partners, speakers, BOD, social, advertising, telemarketing • How many emails do you send in one day? • No more than one per segment • Do you have data / insights about your ideal conference registrant? • Marketing Mike • Where does your time / effort go? • Plan coordination and organization • Creation and implementation
- 13. Take some timeto write down what you know about your ideal conf registrant Who Is Your Ideal Conference Registrant?
- 14. Write down whatyou know about your ideal conference registrant BACKGROUND: DEMOGRAPHICS: IDENTIFIERS: Activity: Who Is Your Ideal Conference Registrant?
- 15. Information Distribution Channels Website •Microsites • Ecommerce • Blogs Social • LinkedIn • Twitter • YouTube Webinars Events Email • Automation • Promotion vs Retention Advertising • Organic • Paid Print • Direct Mail • Advertising
- 16. Website Other: Social Webinars Events Email Advertising Print Activity: WhatAre Your Current Channels?
- 17. • Print • Digital •Partner Network • Telemarketing ERA’s Channels
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- 21. • Facebook • Regularupdates • Paid advertising • LinkedIn • Regular posts • Paid advertising • Twitter • Regular updates • YouTube • Highlights video • Video interviews Social
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- 26. • Exhibitors • ExhibitorInvites • “I’m Going” digital button • Speakers • “I’m Going” digital button • Social media • Video interviews • Board and Committee Members • “I’m Going” digital button • Talking points • External Partners • Print ads • Postcard drop • Enewsletter advertising Partner Channels – Board / Speakers / Exhibitors
- 27. Telemarketing • External partner •Segmented and targeted • Members vs. Non-members • Past attendees vs. Never attended • Geography • Timing based off key deadlines • Early bird • Hotel
- 28. Used interchangeably -but not the same! Multi-Channel Marketing: Organizational or Brand-driven view of touchpoints used to engage with a customer or prospect • “Inside-Out” View • “Outbound” • Viewed as tactical / operational Omni-Channel Marketing: Orchestrating the customer experience across all channels so that it is seamless, integrated and consistent • “Outside-In” View • “Inbound” • Viewed as strategic Multi-Channel Marketing vs Omni- Channel Marketing
- 29. Multi-channel vs Omni-channel Multi-channelperspective Omni-channel perspective
- 30. Remember we arelooking to build an in-depth, comprehensive, data-rich profile of our ideal conference registrant • Optimizing the user experience as the user moves from channel to channel maximizes our reach • Helps in predicting who are our ideal targets • Ensures right message gets to the right audience • Helps us collect additional data with each interaction Why Does Knowing the Difference Matter?
- 31. Now Think Aboutthe Buyer’s Journey +5 +5 +5 +10 Total Score: 20 * Published by Highroad Solution
- 32. Activity: What IsYour Buyer’s Journey?
- 33. ERA Buyer’s Journey- Print * Published by Highroad Solution
- 34. ERA Buyer’s Journey- Telemarketing * Published by Highroad Solution
- 35. ERA Buyer’s Journey- Digital * Published by Highroad Solution
- 36. In Action forERA - Automation Housing Info Reminder Workflow: List of Confirmed Registrants 30 days before 8/17 deadline (7/18) Send Email Reminder #1 9 days before deadline (8/8) Send Email Reminder #2 2 days before deadline (8/15) Send Final Email Reminder
- 37. Email #1 Reminder Email#2 Reminder Final Email Reminder
- 38. Automation - OnlineBehavior
- 39. Define Your Goals& Objectives (go back to your Fundamental Premise Worksheet) • Grow or maintain numbers? • Specific group to target? • Promote additional programs? Identify Your Ideal Conference Attendee • Consider: New to the Conference OR New to the Association • Demographics • Behavior • Persona – know who they are - what problems will attending the conference solve? Map Out the Buyer’s Journey (go back to your Buyer Journey Worksheet) Now Identify the Key Channels to Optimize / Use • Social • Direct Mail • Email Omni-Channel Marketing Plan – What You Need
- 40. Assess Where YourOrg Is Multi-Channel? Omni Channel? http://pages.highroadsolution.com/sdma2017_survey
- 41. Thank You! Maneesha Manges HighRoadSolution Phone: 703-272-4125 Email: [email protected] Twitter: @maneeshamanges Scott Oser Scott Oser Associates Phone: 301-279-0468 Email: [email protected] Twitter: @scottoser
Editor's Notes
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- #14 Scott Take 5 minutes to write down some notes about your ideal conference registrant.
- #15 Scott Take 5 minutes to write down some notes about your ideal conference registrant.
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- #19 Maneesha Personalization Tells a story /narrative based on where you are in your buyers journey – used infographics Setting up “trip wires” so that we can trigger automated emails based on viewing behavior Managed through HubSpot, so could set up workflows, etc.
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- #29 Scott – multi- channel Maneesha - omni
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- #41 Maneesha – assess how many people through a show of hands thing they are omni channel ready? Participate in independent survey to see where your org is