Courtney Kehl

How’s everyone doing out there? I am just dialing in with a bit of a cold, so I apologize. I sound a bit stuffed up here. Anyways let’s get started. Good morning. Good afternoon. Good evening.

Event Execution and how to get the most ROI as you put all this effort into the physical events and the details all come together. So let’s dive in. A little bit about Expert Marketing Advisors. We are a band of professionals and veterans with all different expertise. We’ve come together and just found that we love what we do and we’re passionate in all different skillsets. We’d like to fill in the gaps for all those different marketing teams out there. And just hit the ground running with various playbooks for folks that need to really augment their existing programs.

So in this webinar, we’re going to go ahead and cover pre event as well as during event and post event activities. How to elevate those also looking at your digital footprint essentially taking your physical event into the digital events, digital footprint, and that’s going to cover across SEO and SEM. Then capturing, all the goodness from your onsite event ensuring that it can also make an impact for months following. That’s essentially taking your fiscal event and elevating it to digital outcomes.

So what do you do as you’re preparing for your, your, your event on the day of. Definitely want to look six to eight months moving into the actual day of event. A lot of folks even prepare for months and months leading up to it. But you want to give yourself plenty of lead time prepare an event brief. Oftentimes it’s called, a Know Before You Go. And this is an internal deck and schedule a meeting for all those folks that are going to be at the event. Cover the high level and the nitty-gritty. How many attendees are expected, write out of the schedule, the logistics, inevitably somebody is going to ask, what do I wear and just really detail out all of the variables. This helps so as you’re asking. Overseeing the event on the day of you don’t have to worry so much about people asking those questions again. Then I’ll also dive into who they can expect to see there. Other folks that they want to keep their eyes out for. Key accounts or key companies that you’re looking out for. Media is always a good one as well.

Then on the social side, that’s making a bigger and bigger impact every single year. We want to make sure there’s social air coverage. This is also an important one to think about, even if you’re not going to be at the event, you want to still have that air coverage. So you can engage on the social channels and increase your followers with social media posts and following the news and conversation around that goodness. With various lead-ins leading up to the event, blog posts, as it says, there are newsletters various we call it curated and original posts highlighting that you will be there, but build that momentum.

So when you’re actually at the event you want to create a lot of noise. People like to see what’s going on when they see a crowd. So you want to create sort of this constant traffic, this constant sort of collection of people. And that’s not necessarily folks that are from your company. It is good to have a fair amount of coverage because they are long days. A nice schedule around staffing and then make sure that you got some good giveaways.

One nice trick that we like to also recommend is the podcast studio. We’re finding this year in particular podcasts are very popular. It’s a great way of capturing in the industry news, the marketing trends. When you folks talking and then you can actually leverage those for a fair amount of goodness after the. We also utilize surveys. So these are short, pretty straight forward or five to seven questions. And it’ll slow down the folks that are walking by your booth and it allows you to give the elevator pitch while they’re taking the survey and just make them kind of relative to the audience what are they working on currently? What are their concerns? Are they around in a specific to the show. Are they working on X, Y and Z? Yes or no. Great. Do they have any concerns? What are their biggest? It’s something specific to the actual show.

If it’s an IT show, what is the pushback that they’re seeing? Do they see that this is becoming more and more of a constant conversation around their work areas, so on and so forth. So it ties it back into what you’re doing there with your company. Then that brings their interests into, again, you’re telling them the elevator pitch and you can potentially even bring them over to your podcast studio. At that point I’m always looking at their badge who they are. If they would be a good person to have sit down and have that conversation. When you capture that podcast, this is where the post event goodness can really be utilized. We’ll talk more about that in a minute.

You also want to certainly grab a lot of pictures. I always have to remind myself of this because I obviously would have a lot of stuff going on at the booth. You’re in the moment. But the pictures really do go a long ways for your social channels and your social media manager, whether you have one or not you will definitely want those because you’ll get a big uptick during the week of the event, because there’s a lot of followers that are tweeting and activity that takes place during these larger shows.

I encourage folks to take the survey that’s popped up at the bottom of the channel here. We’d love to get some input from everybody. During the event where we’re recommending the podcast, as well as the survey and the photography. Have a lot of folks there to kind of keep the action going.

Here’s an example of kind of pulling everybody together. We kind of rotate through, make sure everybody kind of keeps that momentum going. We have somebody out in the middle kind of pulling folks in somebody that’s there to jump into the podcast studio, throwing out softball questions. How are you finding the event? Is this your first time here? What are you hearing out there throughout the sessions? Are there any market trends or industry trends that you’re picking up on? What is everybody talking about? And you just kinda extract those nuggets of goodness. Then kind of look to pull that conversation into what your company is all about.

The survey again you’re looking to grab aim for a hundred surveys cause that’s a nice statistically, that’s a nice number to be able to process those afterwards for ongoing goodness. Then as they’re taking the survey, you’ve got somebody that’s telling them about how they can win as a result of the survey, entered a win to get XYZ, to get access certain prize. Then of course the elevator pitch and that’s taking the photography and taking those for social posts and all of the momentum that’s taking place there.

The goodness afterwards, the ROI, so to speak how this, you put thousands of dollars into the actual event. You want to make sure you’re getting a return on it. So here’s where you can continue with making sure those photos are seen beyond the actual just channel. You can post them to your website. You can use them for your newsletters. You can put them on blogs and there’s various areas. Of course. You all can put that together. The infographics, press story articles. Those components, all those assets, all being post on your website that comes actually from the survey. Because when you process the results of your survey, you can look at the audience feedback and the audience results.

That actually gives a lot of insight into the industry trends and the market. That actually is really valuable stuff that you’ve done your own research and it allows for folks to repurpose that throughout all these different varieties. It’s not easy. It is fair amount of work, but again, it really allows you to accept to push the parent beyond the actual day of. Share the event on a monthly newsletter across social highlight quotes on the website. So as you’re capturing podcasts, you could extract key quotes that will inevitably happen because as you’re interviewing people there, you’ll find that there’s some phenomenal ones where somebody says, do something fantastic and you want to grab onto that. So you, when you transcribe that podcast or as you’re processing those podcasts, you can pull those out and use the quote. Really elevate those ensure that the blog is posted to recap that event. Also that does take a fair amount of work but you can throw it over to a ghost writer, we’ve got ghost writers on our team.

They just listened to the podcast. They see all the goodness that you’re doing on the show, throughout the show. Then they’ll recap that. Same thing with the newsletter the possibility from the survey findings, you can always take the results of the survey as you process those and sort of dangle the goodness in front of media in different ways and get them interested and seeing how the actual show floor attendees have come together and see what the similarities are. Then post event mailer and call downs, of course, for yourself.

So we just highlighted the playbooks there. eMa or Expert Marketing Advisors, we pride ourselves in having repeatable playbooks that allow you to have these ongoing best practices in place. So the digital. This is where you’re taking your posts. Goodness. You’re expanding your footprint. This is where you’re basically getting 10 X the value of what your physical real estate is. So I was thinking about like my house, the value of my house is a million. The value of my online presence is 10 X of that. Kind of keep that in the back of your head.

So you’re looking for the keywords that come out throughout the podcast and you want to internally, externally those touch more on that. You want to syndicate those across SoundCloud. You want us to the kids that , I also like to syndicate them up on BrightTALK here on this channel. I want to of course post them on my website. So those are three different areas there. Some folks also leverage YouTube depending on where your audience is and what their various watering holes are. We want to add them throughout and then also send them to to your partners and the folks that you interviewed and then add the images to the website.

I extract their logos. I’m always looking for great logos. Just more recently this last week we interviewed American Airlines. That’s a great logo. We’ve also interviewed Edmunds and it is phenomenal once over, over the last year and just extract those logos and then highlight those for blog posts. And then of course, add them for press releases.

So then also the SEO and SEM, we send out the podcast for it to be transcribed, get those backs. Read through them. Make sure the transcriptions are so to speak buttoned up or polish. Ensure that we’ve got their guests detail. So we’re looking for great titles, DPs, or specific titles would be great to add to that with the photo. Then of course, the logo. The internal external linking also allows for that extra keyword usage that helps increase the weight of your website and gets, as I recall it here, the votes within Google search engine. So it increases your value so to speak and it strengthened your website. To externally link to the folks to American Airlines internally linked to the various keywords within my local. And then of course, leading into to the various keywords that I’m about to link to and then promote. Promote these for folks that I want to bring into the website and that’s throw a little bit of ad spend at that.

So what’s the result at the end of the day? You know, over a two day physical event over a two day trade show. We can expect to get five podcasts and this is, across our long days. But two day trades go with three breaks throughout those trade shows, meaning three expo call traffic days. The results and process those, you can turn those survey results into an infographic. You get that spike in the social media traffic, followers since we want to stay active throughout and folks will like jump into your stream. You can process for Blog post. One pre, one post.

Then I always expect to get the industry average, you get five to 7% attendees lead capture. I pushed to get 10% every time. That does take diligence. You really want to be constant flow and that’s by creating that energy and attention around your booth with the surveys and with the podcast and that’s conference traffic. So that’s where you get that 10%. Then the press releases, one pre and then one post. Then media content. Then of course the testimonials the quotes that you can extract from the podcast, you might even be able to get five. So this is being modest with the three.

Is the visual of everything as it comes together. So just to recap here, the trade show onsite you can do this with not just trade shows. You can do it with your own host of events. You can do it with a partner events or any type of network networking events. On-site with podcasting there to that it’s own set of actual day of the surveys to collect key information across the demographic that you’re targeting and then the photos of the course, and then recapping after the post advantage here is the blue. The various editing that takes place, but transcribing we do put bookends or caught tips and tails on those podcasts to really pull things together. And then the infographics from the surveys as that’s been processed, we also do the articles or contributed articles from the surveys comes with media attention. Then we send things out for our ghost writers, who turn these into blogs, takes all of the various components and is able to spin up a blog or two. And that’s where we added in the internal and external linking as well.

So syndication, cross SoundCloud, YouTube, BrightTALK, Vimeo, all of the above. However many channels you can assign somebody to get these components out there for both your podcasts and videos capture. Then of course, post to your website more internal and external linking as well with photos as well, keywords, and then the logo, the company logos that you can tie to the podcast. The folks that you interviewed recap and again, on the blog now you’re posting to your website. Then again, adding in that internal and external linking, always thinking about that piece too. Cause that’s where you’re going to get your SEO and that’s where you’re going to increase the weight of your website. Then all of these components you want to share on social and also think about what’s the most valuable when you want to add to your monthly news.

It takes a team. It takes an army. It’s a lot from one individual. Also really stress on, be very organized. We keep an asset tracker with all the various component, all of those various details tracked. So essentially that’s the tracker within the tracker. But essentially as it makes it through each of those deliverables has a tick box. So we know when it’s made up across each of those various areas, this is an example of two examples actually, of where we’ve been able to get you’ll see there on the left-hand side, all of the our logos with transcriptions, with podcasts. And of course the internal external, and then the quotes that have been highlighted and the same thing on the right hand side. I do recommend of course that the transcript be embedded into the website as opposed to a pop-out modal, the pop-up modal you won’t get credit on the SEO side. We want it actually in the website.

Then lastly, just as an extra bit of goodness, you can also apply all of these practices, all these tips and tricks, you can apply it to a virtual event or otherwise known as a webinar. Which is actually what you’re on right now. So you took the survey today with us. We will also look to Syndicate all of these various things across the same type of practice. Obviously we’re not capturing podcasts right now, but we would look to transcribe this webinar and do the same thing and posting it all across our website. All of those various things is slightly different with elevating a webinar, elevating a virtual event is we also do recommend when you’re co-hosting with a partner, we cue up social media packs to help cross promotion. That really kind of gets your partner more involved.

I think that’s about it. So I appreciate everybody’s time and taking a step away from your daily grind. And don’t think we have too many questions coming in, but I certainly encourage anybody that has any questions. Any further feedback, please reach out. We’re Expert Marketing Advisors and we pride ourselves on being responsive. So that’s about it on my end. The deck is available as well as we’ve got an extra attachment.

A high-level overview of all of the various areas that we cover. We are end to end on the marketing front. And we dive right in. Great. So ExpertMarketingAdvisors.com, thanks so much, everyone.