How to Design Email Invitations that Will Drive Event Registration

 From generating leads to driving revenue, the goal of your marketing event will depend on the type of event you’re hosting and your organization’s overall marketing strategy. No two events are the same, but all events share at least one goal: to get as many invitees as possible to attend.

While event marketers and planners understandably spend a lot of time thinking through the details of the in-event experience, it’s also important to carefully plan the details of the pre-event touchpoints—including the event’s email invitation.

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  Written by Lauren Taylor on 4/18/17 10:05 AM

6 Ways to Get More Out of Your Conference Sponsorships

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy.  

Conference sponsorships may seem expensive, but with the right preparation, they can drive business results and impact your company’s bottom line. Attending and sponsoring industry conferences allow you to engage with current customers and prospective clients in-person—without having to put any time or effort into planning the event yourself.
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  Written by Lauren Taylor on 4/11/17 9:23 AM

Best Practices for Sales-Led Events

Marketing and sales alignment is important for the overall function of any organization, and it’s especially important if you’re hosting a revenue-driven event. Successful events have the potential to seriously impact your organization's bottom line—so it only makes sense that both marketing and sales teams should be involved in its planning.

Marketing events come in many shapes and sizes, however, and the goal of different events will help determine the extent to which both the marketing and sales teams should be involved in its organization. If you’re hosting an industry conference and are interested in growing your company’s thought leadership, for example, your marketing team should be tasked with planning a majority of this event. Read More...

  Written by Lauren Taylor on 4/6/17 1:56 PM

How to Plan the Right Content for Your Event

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy. 

Planning an event is complicated. From finding a venue and caterer to inviting and engaging with potential attendees, a lot of moving parts need to come together if you're going to host a successful event—and thinking through every detail and logistic is necessary and important.

One of the most important elements of any B2B event, however, is its content. While "event content" is often used to refer to the content that is used to promote events and provide post-event recaps, the type of content this article discusses is the content that is presented at your events. Whether it's educational thought leadership, an executive panel, or a well-known guest speaker, your in-event content is going to be a big driver of attendance and value for your attendees.

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  Written by Lauren Taylor on 3/30/17 12:38 PM

How Mashable Develops Award-Winning Events & Experiential Campaigns

SXSW recently wrapped up its 10 days of festival and conference after taking over the city of Austin with upwards of 70,000 attendees, 1,200 keynotes and talks, and an overwhelming number of experiential campaigns. At South by, attendees expect to be wowed, and brands push the limits of their creativity in order to deliver.

For the last six years, Mashable's "Mashable House" has stood out among the crowd at SXSW Interactive. This year was no exception, and we've got some insider info about how Mashable pulls off their experiential activations—our CMO, Alexandra Gibson, recently interviewed Natasha Mulla, the VP of Experiential Marketing at Mashable, as part of our Future of Event Marketing series.

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  Written by Lauren Taylor on 3/28/17 12:22 PM

6 Characteristics of a Revenue-Generating Event

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy. 

Why does your company host events? Your event strategy, like all other marketing activities, should ultimately be designed to build pipeline and drive revenue. As marketing and sales teams morph into revenue teams with shared goals, marketing has started to start thinking more like sales by tracking success in pipeline and opportunities instead of just lead generation and awareness.

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  Written by Lauren Taylor on 3/23/17 10:46 AM

The Goal of Your Event Should Not be Lead Generation: Here's Why

Just as your marketing team leverages different types of content in order to achieve different goals—writing blog posts to grow top-of-funnel leads, for example, and creating case studies to help convert middle-of-the-funnel prospects—you can similarly use different types of events to reach different objectives.

But events typically require more time, money and resources than other marketing channels, and you want to make sure you're extracting the most value from each event you host. While there may be some cases where you can and should host events with the specific goal of fueling top-of-funnel growth, this likely is not the best objective to set for most of the events you're hosting—keep reading to learn why. 

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  Written by Lauren Taylor on 3/14/17 12:14 PM

SXSW Events: Insights for Event and Marketing Pros

South by Southwest (SXSW) is a combination of festivals, conferences and exhibitions that celebrate the intersection of the interactive, film and music industries. The event is hosted annually in Austin, Texas, and typically spans 10 days—this year, the event will kick off on March 10 and last until the 19th.

Last year, SXSW attracted over 72,000 attendees, and the group of A-list speakers included Barack and Michelle Obama , Pat Benatar, and T-Pain. The event fosters "creative and professional growth," and calls itself "an essential destination for global professionals." With the opportunity to attend a variety of screenings, speaking sessions, exhibitions and networking opportunities, professionals spanning multiple industries are often in attendance—and companies and organizations across the world take the opportunity to market to them. 
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  Written by Lauren Taylor on 3/9/17 11:24 AM

10 Tips for Attendee Engagement, Part Three: After Your Event

This is the third post in a three-part blog series with tips for engaging with attendees before, during and after events. If you missed the first or second posts, which were about engaging with attendees before and during events, you can check them out here and here. Otherwise, keep reading for 10 tips to engage with attendees once your event has ended.

1. Send a general “thank you” email. Within 24 hours of your event ending, you should send an email to all attendees and simply thank them for attending. This email does not need to be lengthy or include any sort of sales pitch—just show your attendees that you’re appreciative of their attendance, because without them your event would not be possible. If you want to incorporate something fun, include a link to a Facebook album of photos from your event.

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  Written by Lauren Taylor on 3/6/17 2:13 PM

10 Tips for Attendee Engagement, Part Two: During Your Event

This is the second part of a three-part blog series with tips for engaging attendees before, during and after events. If you missed the first post with 10 tips for engaging attendees before events, you can read it here. Otherwise, keep reading to check out our list of tips for in-event engagement. 

1. Use a social wall. Projecting a live-stream of your event’s hashtag on large screens throughout your venue will encourage attendees to share more. This will not only keep them engaged with your event’s content, but will also extend the reach of your event far beyond your in-person audience.
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  Written by Lauren Taylor on 3/1/17 3:06 PM

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