Category Archives: Conference Planning

Pay Per Click – 3 Tips for Marketing Your Event

Pay per click Ads

There are several platforms available for marketing your event. There is social media, there is offline marketing, there is group marketing but sometimes you may need to pay for ads and one of the more popular ad platforms is pay per click(PPC).

Online, there are several different ways to market online including banner ads, placements, mobile ads but one of the most popular is pay per click (PPC). With pay per click ads, you only pat when a viewer clicks the ad and goes to a landing page that sells the event.

There are several PPC platforms, each has advantages for marketing, you can use one or all to market your event.

Linkedin.com ads can be targeted toward a specific business professional demographic. Facebook ads can also be targeted but to a broader demographic other than just business professionals.  Google ads can be targeted towards a wide variety of potential attendees including on their search engine results page which is the most popular and the method shown in the image.

Tips for PPC Marketing

Here are some tips for making PPC marketing easier and more effective.

  1. Be clear about your goal. What is the goal of the campaign? Is the goal to collect names and emails for future marketing? Is the goal sales? Whatever the goal, it’s important with PPC that you are clear. Remember you are paying per click, so being clear about what happens after they pay is very important.
  2. Write effective ad copy. PPC ads are short; the typical ad is a total of xxx characters including xx for the heading and xxx for the ad copy and web address. So the ad copy has to get to the point quickly. The ad copy must compel an interested viewer to click on the ad.
  3. Write effective landing page copy.  After the viewer clicks on the ad, they land on the landing page. The landing page copy is the sales copy for an action so it must be specific and compelling.

PPC marketing can be an effective tool for marketing your event, but they require that you follow the tips listed above to be effective.

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Leveraging Email Marketing to Drive Event Registrations

Email Marketing Letter Picture

Organizations who invest the time to build a sizable email marketing listserv have incredible power at their fingertips. With the right strategy, these lists can be leveraged to drive a large amount of event registrations.

Before the Event
Rather than sending many emails directly marketing your events, create more dynamic content that will engage your readers and simultaneously generate interest. Here are some topics that you can write about pre-event to drive signups.

  • Share profiles of your speakers. This will allow potential attendees to connect on a deeper level with your event content and will encourage them to sign up.
  • Share articles and news stories that are related to your event content. Though the articles may not be directly related to your event, intriguing people with similar content will allow them to get a sense of what they will experience.
  • Tease your potential attendees with giveaways, raffles and exclusive information that they will receive.
  • Engage your current registrants with ways to connect with each other. Rather than focusing on more marketing, once someone has registered for your event, share Twitter lists or online communities where they can connect with fellow attendees.

During the Event
If your event takes place over several days, you can keep your audience engaged using email marketing during the event. Share recaps of the day, success stories from fellow attendees and sneak peeks at content that will be shared in the following days. The main goal is to keep your attendees engaged regularly.

For those events involving many different workshops or classes, you can send surveys to attendees of particular sessions during the event, while the session is still in their mind. Often times, this approach works better than sending the survey at the end of the event and forcing attendees to remember one workshop experience in a plethora of engagements over the course of a multi-day event. You can focus in on a few keynote or innovative sessions for this approach to get quick feedback.

After the Event
Many event organizers forget about the importance of their email marketing list after the event is over, but it is very important to keep people’s attention in the days and weeks following a successful meeting. Email them a link to the pictures and videos that help them relive their experience. Share success stories of people who made great connections or learned from the content.

Once the event is over, you will need to use the email marketing list to direct your attendee’s attention to other sources where they will stay engaged. This could include your blog, website or other social media links.

Of course, you can also solicit their feedback using surveys that you send via your email marketing list. These surveys can be sent to segments of your attendee population and even leverage the power of conditional formatting, where you can ask a specific set of questions to an attendee, based on their answer to one question. For example, you can ask whether a person attended a particular session and then only ask them feedback questions about that session if their response is “yes”.

rsvpBOOK Email Marketing Integrations
If you are using a powerful online registration system like rsvpBOOK, there are several ways that you can use the product to better manage the surveys and emails you want to run for your next event.

Personalize
When you are communicating to your audience, you know that the best way to receive a response is to personalize your message to them. Using rsvpBOOK, you can send personalized email invitations, reminders and custom messages to your attendees. Doing this through the system rather than through your email client makes this a more seamless process.

You can even control the emails to look like they come from your email address and direct all responses to your email address using the Outbound Email Tool. In the Outbound Mail Server Control Panel, you can send all of your email messages through your company’s mail server, saving you from most firewall issues that may occur in a corporate email environment.

Schedule
While you may know when you want to send your email blast, you may not always be available to put it together and send it at that moment. Using rsvpBOOK’s email wizard, you can put together your customized email blast and schedule it to be sent at a time in the future. Or, of course, you can send immediately.

Remind
We know that attendees often forget to register or register at the last minute. Using email marketing within rsvpBOOK, you are able to remind your attendees who have not already registered, and even incentivize them with a discount or promotion. Rather than having to manually track who has registered and who has not, rsvpBOOK handles all of those logistics for you and helps you focus on the content of your messages that will get people to register.

Add Depth to Confirmation Emails
Most planners send their attendees a confirmation email prior to the event, but many do not have the ability to include downloadable files. rsvpBOOK allows you to add downloadable files such as floor plans, speaker bios, driving directions and more to your attendees, even those who declined to register. You can also use their email tool to send reminders about specific sessions or workshops that they attended.

Send Surveys to a Subsection
While conditional formatting is a feature of rsvpBOOK, you may also decide to send a survey to sections of your list such as attendees, those who did not show, those who did not register, or those who attended a particular session or workshop. This allows you to create very targeted surveys that will help you improve your future events and collect meaningful information from your attendees.

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Business Conference Planning Tips

rsvpbook

 

Having a business conference can bring great benefits to your business. A Conference brings industry experts, customers and others together to network, learn and  generate new business.

But a business conference requires careful planning and  organization. So whether it’s your 1st or 20th conference these tips can help make your conference a success.

Start As Early As Possible

When planning a conference, the earlier the better. If you can, plan a year out. By starting early, you have venue flexibility, budget flexibility and a host of other advantages. Remember the best of everything is booked early.

Develop a Budget

If you’ve never hosted an event, do some research. If you have hosted an event, review previous budgets. But most importantly, develop a budget and stick to it as best as possible.

Also, update the budget regularly. Make sure that your budget has accurate numbers. It’s easy to overspend when hosting an event, so a strict and up to date budget helps keep spending under control.

Put Someone in Charge.

Find someone in your organization that can be trusted to manage the budget and the details of the event. If needed hire an event  planner.  Depending on the size and scope of your event, you may need both.

Decide in advance what decisions the person can make. Can they change the agenda, move session rooms, and  hire vendors? Can they make menu changes? All of these questions must be answered,  before  the event.  But often they must be made by someone and often quickly. So put someone in charge.

Take Advantage of Technology

Technology can make hosting a conference much easier. Technology can be used to manage the entire process, from creating budgets, handling registrations and providing reports to determine the events success.

Capture your registrants cell phone numbers and social media account information to make it easier to stay in touch.

Use cloud based software so event reports and other information is available to everyone at anytime.

Use technology to make your event a success.

Hosting a  conference can be great for businesses. A conference can educate customers, expand business, create thought leaders and more. But business conference require careful planning and organization and the sooner the process starts the better.

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Can you explain merchant processing?

credit cards

Can you explain merchant processing?  In order to accept payments via credit/debit cards for your event, a merchant account needs to be set up with a merchant processor. Supported processors include: Authorize.net, PaySelect, DataTrans, LinkPoint, CyberSource, Moneris, PayPal PayFlow and Elavon. Each merchant processor has different rates and terms of service. Before establishing a merchant account, you should research each processing company to determine if they are a good fit for your needs and you understand their rate structure.

Most merchant processors will charge a percentage of your transaction amounts (sales), a per transaction fee or a combination of both plus batch fees, monthly minimums, refund and charge-back fees. If your event is outside of the continental U.S., Hawaii or Alaska, ensure that you ask the merchant processor if they allow transactions from that country/state and what currencies they will accept. Once a merchant account is set up, rsvpBOOK.com will connect your merchant account to your rsvpBOOK member account. The payment gateway is a link between the registration page and the merchant account. Setting up the payment gateway has to be done by rsvpBOOK’s IT security manager. Once the gateway is established, all monies generated from sales on your registration page are deposited into your bank account directly.

The possible ways of using rsvpBOOK are endless. The system can be used for everything from a company picnic, awards dinner, employee appreciation trip to Cancun, annual conference, and registering for training/classes. Over the years we have seen creative uses of the system that include booking clowns for birthday parties, guided tours to Jerusalem, weekly webinars, movie premiers, fantasy football drafts, and block parties. You can use rsvpBOOK to conduct online registrations for virtually any type of event.

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