Event Promotion with Google, Linkedin, Microsoft Ads Can Help You Improve Predictability of Attendance

In Brief:

  • BuzzMaven has promotion for events from 300 to 3000 People.
  • Event digital marketing requires advanced planning – it cannot be done last minute.
  • Creating a sense of urgency and portraying high value are key to registrations.

Fill Seats for Your Event

Event marketing requires precision targeting of personas and awareness of the buyer’s journey when planning travel.  Knowledge of how attendees consider, prepare and request a budget for, and register must be brought to bear in the planning for awareness and registration/lead generation.  Retargeting and audience segmentation by interest help us avoid waste and make sure your ad is shown at the right moment.  We leverage professional profile targeting heavily for work-related events.

Early Registrations Matter

Any event planner will tell you that early registrations for events make everything easier.  You can improve resource planning, negotiate better event-related deals with vendors and leverage the natural word-of-mouth that goes with event attendees.  We utilize an early-bird urgency strategy combined with dynamic ad banners and countdown ads to keep registrations flowing well in advance of the event.

We’ll Be A Member of Your Event Planning Team 

Our experience includes strategy-level discussions about preparing media and year-long audience accumulations.  We also assist with preparatory efforts such as email list scrubbing and development of landing page structures and tag management solutions to ensure we can use retargeting throughout the process.  Banner development and video development advice are also available.

Alltech One Conference

The Amazing Alltech One Conference

Don’t Chance It – Work With Experience – And Start Early

With well planned digital campaigns, we can increase the chances for early registrations and filling your venue, making the event run smoothly and turn a good profit.

But don’t put this off.  One of the main success factors for event planning is to start the process early.  You not only want to have marketing to gain attendees, but you want to think ahead to next year’s event.  Gathering testimonials and video clips need to happen during the event – requiring assignments and resources.  We also must sometimes make arrangements for trademark use of keynote speaker’s names and other details – each of which can take a while.

With a successful event, your subsequent events will be easier to market allowing you to drive up the quality of presenters, keynotes and sponsors, hopefully setting off a snowball effect, year over year.

Digital Event Promotion Plan

  • Audience Definition

    Precise audience definition is key for any event.  We will use previous event data to help us more precisely target the campaigns when it’s available.  During the campaign, we’ll monitor the behavior of those visiting the site and make adjustments early.

  • Channel Definition

    Google, Linkedin, Microsoft, Facebook, etc. all have slightly different effectiveness for different types of people.  We will help you define the channels and distribute your budget wisely.  All channel information will be tracked individually so we know what works best as early as possible in the campaign.

  • Measurement and Analytics

    To improve, we must measure.  This involves setting up the registration form and phone number to your analytics.  At the same time, we’ll test the system to be sure your marketing gets properly attributed.  Third party registration tools sometimes present special complexities we will need to resolve.

  • Registration Page Optimization

    “Post click” optimization is where we make sure the traffic we just worked so hard to get converts into leads or business at the highest rate possible.  Split and multivariate tests are used to let behavioral data guide us in maximizing performance.

  • Campaign Design

    Campaigns must be designed around behavior, structuring the keywords, ads and filtering for the different stages of the customer journey.  Low, medium and high intent keywords must be identified by hand and machine learning used to fit the bidding to the budget.   Retargeting of potential attendees is essential, so the campaigns will be configured appropriately.

  • Monitoring and Optimization

    As the campaign runs, we’ll be watching carefully for any weaknesses or strengths we can improve or exploit.  Using behavioral data, we will try to stretch your budget as far as possible.

  • Reporting and Packaging for ``Next Time``

    We will be reporting regularly on the campaign’s performance as attributable to the success of the event.  We’ll publish what we learned and what we can do better, saving that information so that your next event takes off from where we ended.

Event Promotion FAQs

We have been involved in the successful online promotion of conferences and corporate events with up to 4000 attendees from around the world.  Our approaches are scalable and optimizations are improved year-to-year.

Within a short amount of time, we can make suggestions for your event based on budget, timeline and attendee persona.

We also have mastery of the technology required to smooth the registration “journey” so your marketing spend goes further (and further every year.)

  • Take-away insights you’ve likely never heard before.
  • A good understanding of strengths, weaknesses and opportunities.
  • An understanding of what goes into the business metrics of conferences.
  • Strong experience from strategy to technical execution.

Agencies Call Us!

It’s very hard to keep this on-staff even at the largest agencies.  Our focused experience in digital can substantially enhance your digital team, including your current agency and/or PR firm.

In addition, our core background is in business analytics, computer science and lead generation funnels, something many agencies expect clients to bring to the table.

No Duplicate Effort!

The partnerships we form with agencies are done so that we don’t duplicate effort an so the work has great continuity with your brand.  We’ll ask a lot of questions about roles and responsibilities to determine where/if we can substantially improve your team’s savvy/output.

Before the event, we will need to work with your event team very closely, in particular in the acquisition of timelines, media graphics, videos and more.

  • Your company must have no suspensions or other problems with ad accounts on different networks (e.g. Google ads.)
  • For this review, no agencies or 3rd parties – primary clients only.  However, we work closely with agencies in the rest.
  • Openness about your events’ past performance, current budget and team expertise
  • One 10-minute checklist call – to make sure this is useful to everyone.
  • 48-72 hours for us to do the analysis.  We sometimes send 2-3 easy email questions.
  • 1 hour presentation, Q&A and idea session – Ideally this is done in person at our downtown office, but we’re flexible.

One-Page SWOT (Strengths, Weaknesses, Opportunities, Threats) report – in plain English.

We will save the supporting data in case you invite us to assist.

It depends a great deal on your schedule (time of year and competing events,) speaker lineup and venue location of course.  Data from past events is fantastic for our work also.

If you’re starting a new event, you will need to build clear awareness prior to pushing hard for registrations.  This is sometimes hard to hear but it’s absolutely true.  The main takeaway from this is that you need to start very early and steadily drive awareness for most new events.

Promotion is made much easier if you’ve gathered media, such as video footage, testimonials (with releases) and more from past events that we can use today.

If you’ve not gathered this from past events, then you should make absolutely sure you do it this time.

A solid event media project plan, roles and responsibilities are essential.  When an event starts, things move fast!

  • We will have our checklist call – 10 minutes is the goal for this call.
  • If we proceed:
    • We may request access to some of your past analytics and accounts.
    • We’ll do our analysis using the world’s top paid data sources.
    • We’ll schedule the walk through and Q&A.
  • If we don’t:
    • We’ll part as new business acquaintances.