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News

  • The September/October 2017 Issue of Corbin's TechTalk Newsletter/Blog Now Available +

    The September/October issue of TechTalk  (19th Anniversary Edition) is now available and is packed with new meetings technology articles, links and ideas! 
    In this issue:
    • NEW ARTICLE: 8 Events Tech Trends to Watch for 2018
    • NEW ARTICLE:  How to Leverage Live Social Media Coverage For Event Engagement
    • NEW ARTICLE: Evolutionary Changes in the World of Event Tech
    • 15 LINKS FOR MEETINGS, BUSINESS AND
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  • Corbin to Chair IBTM's Technology and Innovation Watch Award for the 14th Year. +

    This award is the longest running and one of the events industry's most significant award recognizing technology innovation. I am very pleased to I have been asked again to chair the judging committee. This award is a great opportunity for technology companies to show their new stuff and get a free booth at IBTM in Barcelona as well. More information
    Read More
  • Corbin Ball & Co. Marks Its 20th Anniversary +

    In April of 1997, I left my career as Head of Conference Operations for a high-tech association (SPIE) and set out to form my own speaking, consulting and writing firm focusing exclusively on technology for events, exhibitions and meeting venues. I was the first person to do this full-time -- the 'OG' of event tech! Today, I am happy to say
    Read More
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    Latest Articles

    • 1 Eight Meetings Tech Trends to Watch for 2018
    • 2 How to Leverage Live Social Media Coverage for Event Engagement
    • 3 Evolutionary Changes In The World Of Event Tech
    • 4 The Rise and Benefits of Text Apps and Chatbots for Events
    • 5 5 Major Developments in Augmented Reality (AR) that will Impact Events, Exhibitions and Venues
    • 6 3 Digital Technologies That Are Quickly Becoming Exhibitor Trade Show Essentials
    • 7 How Virtual/Augmented/Mixed Reality Is Making Headway at Exhibitions and Events
    • 8 Maximizing B2B Sales from a Tradeshow Exhibit
    • 9 Negotiating the Internet Landscape at Hotels and Convention Centers: A Primer for Event Planners
    • 10 Chatbots, Voice Activation and AI – What to Expect for Events
    • 11 8 Content Ideas for the Screens in Your Trade Show Booth
    • 12 Meetings and Marketing Meet: Three Ways Events Are Becoming Central to an Overall Marketing Effort
    • 13 5 Stages of Digital Marketing for Sold-Out Events
    • 14 Trade Show Traffic 101 - How To Get More People Into Your Booth
    • 15 Meetings Technology Innovation Trends Highlighted with IBTM World’s 2016 Technology & Innovation Watch

    5 Stages of Digital Marketing for Sold-Out Events

    © 2017, Emily Taylor, Digital Marketing Manager, Tradable Bits

    Ever wonder how events like Lollapalooza manage to sell out so fast? Analysing social data from hundreds of events reveals much insight into how best to market conferences.

    Typical conferences go like this: hardly anyone talks about you before event day except your team, so many people talk about you during your event that you’re completely overwhelmed and then you return to radio silence just days after it’s all over. Sound familiar?

    Turns out, the most successful sold-out conferences do two things differently. First, they acknowledge and collect data about everyone that shows interest in their conference - not just ticket buyers. We call these people “fans”. Second, all of the sold-out conferences use social CRM technology to execute the same five stage marketing cycle, seen below. We’ve called this formula “fan-based marketing”.

    When you launch, attract, prepare, attend and amplify with fan-based marketing, you:

    • Generate organic excitement and qualified leads, even months before event day
    • Sell out before event day by ensuring every dollar spent on advertising reaches fans
    • Triple your organic engagement during your event while maintaining complete control
    • Extend organic engagement with your fans and their friends long after your event

    Five Stages of Fan-Based Marketing for Sold Out Conferences:

    LAUNCH

    Seven to eleven months before your conference, buzz about your existence is your lifeblood. Don’t blast brand content and pray it’s heard; connect fans with an engagement campaign that creates organic activity.

    Goal: Generate awareness for your conference

    Typical conferences: Create and pay to push tons of brand content to your own properties

    Fan-based marketers: Incentivize fans to create their own content about you and collect contacts with a user-generated contest

    Result: More reach for far less effort and spend; more authenticity and credibility

    ATTRACT

    Five to eight months before your conference, your speaker lineup launch should generate leads. Using the audience you’ve built, segment fans by interest and personalise your launch - ensuring a positive response.

    Goal: Educate your fans about your lineup

    Typical conferences: Pay to tell fans about your lineup through brand content and print/online advertising

    Fan-based marketers: Directly email fan networks and amplify organic fan content about your lineup

    Result: Higher email open rates because subscribers anticipate you reaching out to them; more organic reach

    PREPARE

    One to three months before your conference, you’ve launched your schedule and are preparing your fans for a stellar experience. If you sell out early with optimised ads, you’ll have more time to plan surprise fans with personalised offerings.

    Goal: Generate excitement for your event

    Typical conferences: Promote your schedule on brand assets, starting with an app-only launch to drive installs

    Fan-based marketers: Encourage fans to share their own personalised schedules with their friends on social

    Result: More organic awareness for less effort and spend; fans introduce you to their networks

    ATTEND

    During your conference, you’re making sure fans have a good time while solving any potential issues. When you have a pulse on fan social content, you can relax while staying in control and ahead of any crises.

    Goal: Amplify the activity at your conference

    Typical conferences: Post about event day to brand assets and ask media to promote your live stream

    Fan-based marketers: Use your app to interact with fans via push notifications and connect them with speakers

    Result: Tons of brand mentions in press and social from genuinely happy fans who had a great experience

    AMPLIFY

    After your conference, keep the brand buzz going for longer. Don’t start from scratch again next year - use previous years’ data, audiences and insights to make your next conference bigger and better so you’ll sell out even faster.

    Goal: Keep engagement going beyond event day

    Typical conferences: Repost live stream and brand content to your own website and social profiles

    Fan-based marketers: Put fan experiences (user-generated content) on your website and socials, inviting fans to share

    Result: Enjoy year-long engagement; use past fan data to personalise future campaigns, increasing ROI

    SUMMARY

    When event marketers are overwhelmed with disjunct data on social, e-commerce and ticketing platforms, they must connect with their individual fans.

    Profiles on social media are more than just follower numbers - they’re digital representations of the everyday identities of your attendees. Connecting with them through social login campaigns and social aggregation provides an unprecedented opportunity for your event to reach the humans behind your online sales.

    Successful marketing starts with identifying who your fans are, ensuring they have excellent experiences and then using their influence to generate awareness, engagement and sales.

    For a complete breakdown of fan-based marketing tactics for sales, marketing, organisers and sponsorship within each stage, download the complete Tradable Bits Fan-Based Marketing for Events white paper here.


    Tradable Bits helps events know their fans and market smarter. Their marketing platform is your all-inclusive solution for sponsorship activations, social aggregation and ecommerce-integrated Fan CRM. These tools combine fan data across networks, giving you a complete understanding of your audience so you can provide awesome experiences while optimizing spend.



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