Regional Event Marketing

1
Regional Event Marketing

• David Gimpelevich San Francisco Chapter
• HAN Leadership Retreat 2006

2
Agenda

• Planning events
• Communications strategy
• Messaging guidelines
• Branding and style
• Tips and tricks
• Disaster recovery
• Post-mortem

3
Planning Events

• Avoid conflicts with holidays
• Space out events
• Mix up event types
• Pricing
• Paid vs. free
• Demand elasticity
• Member vs. guest

• Recurring events on predictable schedules
• Long leads times for
• High-priced door
• Date-critical (holiday party, etc.)
• Joint events

4
Communications Strategy

• Small events 2-3 emails
• 2-3 weeks, 1 week, day-of reminder
• Bigger events 3-4 emails
• 4-6 weeks, 2 weeks, last chance to pre-register,
  day-of reminder
• Huge events whatever it takes
• Broadcast list, offline mailer
• Save the date at 10-12 weeks, 6 weeks, 2 weeks, 1
  week, last chance, day-of reminder

5
Messaging Guidelines

• Opt-in list for most events
• Be kind to members mailboxes coordinate chapter
  messaging
• Avoid Thursdays eHAN day
• Avoid messaging around weekends and holidays
• Easy registration link and screen layout
• Own your communications for joint events

6
Branding and Style

• Subject line synopsis at a glance
• Your chapters ID
• Tagline and date/time
• Tone appropriate to event light or serious
• Enough detail but not too much
• Your own style and personality
• Flexibility

7
Tips and Tricks

• Avoid announcing using event digests
• Do not bury the lede
• Scroll delete
• Mix up HTML and plain text messages
• HTML does not always get through
• Beware spam filters bounced on via
• Examples

8
Disaster Recovery

• Low registration
• Add messaging
• Vary the message
• Twist arms
• Add pricing options
• Have door sales
• Invite other schools and organizations

• Considerations
• Speakers
• Announced
• Sunk costs
• Reputation vs. budget
• Exit strategy
• Refunds
• Offers
• Postponement

9
Post-Mortem

• Always uncertain
• Hard to know why event worked or not
• Poll, poll, poll
• Ask members why they came or stayed away
• Trial and error

10
Regional Event Marketing

• David Gimpelevich San Francisco Chapter
• HAN Leadership Retreat 2006