The Conference Planner Census: How marketing and technology will change in Presented by Eventbrite and BizBash

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Marilynn Evans
6 years ago
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1 : How marketing and technology will change in 2015 Presented by Eventbrite and BizBash

HOW MARKETING AND TECHNOLOGY WILL CHANGE IN 2015 The only thing constant is change, as they say, and it s an especially relevant observation when talking about technology today.

Email is still a marketing workhorse for nearly all of the planners who responded to the Conference Planner Census. Almost 95% of respondents say they used email marketing in 2014.

But when we ask which marketing tools are most successful, a different picture emerges.

2 HOW MARKETING AND TECHNOLOGY WILL CHANGE IN 2015 The only thing constant is change, as they say, and it s an especially relevant observation when talking about technology today. Conference planners have more tools at their fingertips than ever when it comes to marketing and promoting before, during and after an event. is still a marketing workhorse for nearly all of the planners who responded to the Conference Planner Census. Almost 95% of respondents say they used marketing in The big social media platforms are also go-tos for most: Almost three in four survey respondents use Facebook, about two-thirds use Twitter and just over half use LinkedIn. But when we ask which marketing tools are most successful, a different picture emerges. About three-quarters of Census respondents are satisfied with their marketing efforts, and more than one in five say Facebook is their most successful method. This perhaps isn t surprising, given that how much attendees use Facebook. By extension, how receptive they would be to marketing on the platform depends heavily on age and other demographic factors. 2

Planners want new ways to engage their constituents, and they have a bevy of options when it comes to marketing to and connecting with their attendees.

3 Planners want new ways to engage their constituents, and they have a bevy of options when it comes to marketing to and connecting with their attendees. These are the top trends they re embracing for the year ahead. APPS GET EVEN BIGGER Mobile apps for events aren t exactly new, but they re finally hitting critical mass. More than half of Census respondents say they used event apps last year and a full 65% about two-thirds plan to use them this year, a significant jump. Another 28% say they re considering the technology. 50% 65% Respondents who use mobile apps to market to and connect with their event attendees This movement to embrace apps is driven by attendees, as well; more than 20% of respondents said mobile apps are the tech tool that s been most widelyadopted by their attendee base. On their technology wish lists for this year, many planners say they want apps that work seamlessly and integrate with the rest of their event technology. Mobile apps that will streamline any kind of event process will always succeed in my opinion one respondent tells us. Mobile apps that will streamline any kind of event process will always succeed in my opinion. Respondent The Conference Planner Census 3

4 INCENTIVES, DISCOUNTS AND FREEBIES MOTIVATE According to Census respondents, the early bird doesn t get the worm it gets a discount. More than six in 10 64% of respondents say their most successful promotional method is the early bird discount. That s not the only tool planners use to encourage participation, though: 45% use giveaways and contests, and 31% say group incentives elicit a response. And for a few, star power still has a powerful appeal: One respondent tells us, Big name entertainment and speakers get attendees on board, while a couple of others say celebrity guests have the clout to draw in people. VIDEO TAKES CENTER STAGE YouTube is one of the marketing channels poised to grow the fastest in Although 22% used it last year, 33% of respondents say they ll be using it to market their events this year, a significant jump. Using video to cut through the clutter seems to work for those already using it; in spite of the small number who include YouTube in their marketing, 2% of all Census respondents rank it their most successful marketing channel of the past year. The growing availability of high-speed Internet and the ubiquity of wi-fi make streaming video an increasingly feasible option for on-site as well as pre- and post-event messaging. Live streaming events as they happen also opens up an event s potential audience to anyone with an Internet connection, which might be why a third of planners who responded to the Census say they want to see more live streaming at conferences this year. Respondents Most Successful Promotional Methods EARLY BIRD DISCOUNT 64% GIVEAWAYS AND CONTESTS GROUP INCENTIVES 21% Respondents who use YouTube for marketing their events 22% 33%* * *Planning to use YouTube 45% 4

Meanwhile, although email marketing is still the most commonly used method, it s clear that planners are searching for new avenues; just under 89% plan to use it next year, while little-used tools

5 Meanwhile, although marketing is still the most commonly used method, it s clear that planners are searching for new avenues; just under 89% plan to use it next year, while little-used tools like paid search and remarketing are attracting new interest. Planners main goal, they tell us, is making sure people know about it, one respondent tells us. [This] means using everything, including PPC/ Retargeting/Social Ads, the savvy planner says. TWITTER IS TOPS AT EVENTS Attendees can t get enough of Twitter when they re on-site. The microblogging platform already is very popular, and by all indications, its use will only grow for communicating and engaging during events. Attendees natural affinity for Twitter is one of many ways they re using technology to enhance their experience at events. Nearly 70% want more social engagement and more personalization. Some savvy planners are already on board. Here s how one respondent says they re using Twitter to facilitate offline conversations and engagement: We used Twitter in many ways contests, a live feed of all tweets using the event hashtag was on display in the general sessions, and as a way to start the q&a process for our speakers. We used Twitter in many ways contests, a live feed of all tweets using the event hashtag was on display in the general sessions, and as a way to start the q&a process for our speakers. Respondent The Conference Planner Census 5

INTEREST IN ibeacon GROWS Nearfield geotargeting is a tool with plenty of uses for conference planners and attendees, and the industry today is just beginning to scratch the surface.

Using someone s mobile phone to target where they are in an exhibit hall or conference center with pinpoint accuracy opens up the possibility of connecting like-minded people, and pushing out

6 INTEREST IN ibeacon GROWS Nearfield geotargeting is a tool with plenty of uses for conference planners and attendees, and the industry today is just beginning to scratch the surface. While there are privacy concerns to address when using geotargeting, the sheer potential this tool holds for connecting with constituents in real time makes it worth a look. Using someone s mobile phone to target where they are in an exhibit hall or conference center with pinpoint accuracy opens up the possibility of connecting like-minded people, and pushing out important information or special offers. Lead retrieval is out. Attendees want to have instant connection with exhibitors on social media, not a follow up generic after the event, one savvy Census respondent observes. Lead retrieval is out. Attendees want to have instant connection with exhibitors on social media, not a follow up generic after the event. Respondent The Conference Planner Census 6

USING TECHNOLOGY TO GATHER INSIGHT Census respondents want to know why their attendees come to conferences, what kind of content they want, along with how and when they spend.

7 USING TECHNOLOGY TO GATHER INSIGHT Census respondents want to know why their attendees come to conferences, what kind of content they want, along with how and when they spend. When planners today want to know need to know what makes their attendees tick in real time, they turn to technology to help answer that question. On-site polling and feedback technology gives planners the opportunity to get feedback from attendees who might otherwise not take a survey after the event, says Tamara Mendelsohn, vice president of marketing at Eventbrite. Interactive tools provide valuable insight into how attendees feel about the conference when they re actually there. Post-event surveys, on the other hand, provide value to find out what attendees want out of the next conference a top question on Census respondents minds. Draw up your survey questions in advance so they can be sent out as soon as the final session wraps. You want to receive this valuable feedback as soon as attendees are back in the office, while the new connections they ve established or new business they ve conducted at your event is fresh in their minds. Written by Martha C. White for BizBash and Eventbrite On-site polling and feedback technology gives planners the opportunity to get feedback from attendees who might otherwise not take a survey after the event. Interactive tools provide valuable insight into how attendees feel about the conference when they re actually there. Tamara Mendelsohn Vice President of Marketing Eventbrite 7

ABOUT EVENTBRITE Eventbrite enables people all over the world to plan, promote, and sell out any event, and has sold over 165 million tickets and registrations worldwide, totaling nearly $3 billion

8 ABOUT EVENTBRITE Eventbrite enables people all over the world to plan, promote, and sell out any event, and has sold over 165 million tickets and registrations worldwide, totaling nearly $3 billion in gross ticket sales. The online event ticketing service makes it easy for everyone to discover events, and to share the events they are attending with the people they know. In this way, Eventbrite brings communities together by encouraging people to connect through live experiences. Eventbrite s investors include, Tiger Global, Sequoia Capital, T. Rowe Price, DAG Ventures, and Tenaya Capital. To learn more, visit ABOUT BIZBASH BizBash is North America s leading event marketplace for content ideas, news, and industry resources. Each month nearly 200,000 unique users look to BizBash for venue discovery, event style, and tools for their next event. Visit us at com, and follow us and

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