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Regional Event Marketing

Regional Event Marketing. David Gimpelevich — San Francisco Chapter HAN Leadership Retreat 2006. Agenda. Planning events Communications strategy Messaging guidelines Branding and style Tips and tricks Disaster recovery Post-mortem. Avoid conflicts with holidays Space out events

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Regional Event Marketing

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  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. 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 Planning 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 chapter’s 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. 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 Disaster Recovery

  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

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