All posts in “Audience”

event marketing

How to use Event Marketing to Explode your Lead Generation results

Ask any marketer what the most important marketing objective they need to deliver for their organisation, and up on top of the majority of lists would be effective Lead Generation. There is a multitude of marketing tactics we can use for lead generation (at Peazie we should know, we created a platform to deliver the most innovative and effective conversion campaigns). However sometimes in marketing, especially for those us in the B2B space, you just can’t beat the personal effect you get from Event Marketing.     

 

What is Event Marketing?

Event Marketing is the process of developing an exhibit or display (eg. trade show), or presentation/speaking event, or a combination of both as a way for a business to promote their service, product or organisation. Event Marketing is super powerful as it allows a business to leverage in-person engagement.

 

How Does Event Marketing Work?

Events usually have participants, a host, and sponsors. As explained below each play an essential role in the execution of the event:

  • Participants or attendees are ideally the final consumers of the product or service that is being promoted through the event. Attendees to an event can be:
    • Individuals making a purchase for themselves (B2C), or
    • Representatives of a company making a purchase on behalf of the business (B2B).
  • Hosts can be defined as the owner of the organiser of the venue. You can host or attend an industry event with a third party host.
  • Sponsors can vary depending on the type of business event you are attending:
    • Trades Shows Sponsors are the companies that bring a product to sell and help to pay the expenses of the event.
    • Presentation/Speaking Event Sponsors pay to be featured in the promotional material, event banners and are usually mentioned by the organisers to the attendees sometime during the event.  

 

If you are hosting the event, you will likely be a sponsor, but you can also solicit other sponsors and limit attendance only to companies who choose to help with your budget. We actually did this ourselves last year when we sponsored and presented at ‘Perfecting your Promotion’, a fantastic event held by our friends at Plexus.

 

Why is Event Marketing Such a Powerful Tactic for B2B Lead Generation?

Event Marketing is the is the bread and butter of the startup or growing B2B-based company. The more that you get in the field, the better your sales will be. Most B2B reps like to create a personal connection to ensure the longevity of a relationship before committing.

 

Each type of event has different strengths as to why they are so powerful for lead generation:

 

Trades Shows:

  • At Trades Shows businesses send representatives to events for the express purpose of meeting good partners – there is usually no such thing as a window shopper at events that cost money to attend.
  • You also have a chance to really spread your message far and wide. Big banners, loud displays and expansive promo efforts work well at trade shows.

 

Presentation/Speaking Events:

  • At Presentation/Speaking Events if you happen to be one of the presenters you have the amazing opportunity to have the whole room of people attention focused on you. (Make sure to provide lots of value with your time on stage, and NOT be too salesy)
  • If you are not a presenter there are still plenty of lead generation opportunities open to you at these types of events. You can sponsor the event which is a great way to get your brand’s name out.
  • Make sure to take advantage of the networking opportunities. Networking is key, make sure to talk to the person sitting next to you, talk to people between breaks, and also make sure to mingle at the after event drinks.

 

At these events make sure you have a plan of how you are going to collect your leads contact information. Are you going to give away a free trial or sample of your product or service? Maybe you can give away a small gift, or give people the opportunity to win a major prize. Remember in order to receive a leads contact details like a name, phone or email you need to offer value in return.    

 

What Goals Should Your Event Marketing Strategy Have?

You are likely spending money when you engage in event marketing. Your number one priority should be extracting a return from the experience. Set a budget and an expected return, and stick to your plan so that you will have the best chance of meeting your ROI.

 

ROI does not have to be revenue generation; as a matter of fact, redefining ROI as a certain level of lead generation is usually a better strategy. Bigger sales usually have a longer sales funnel.

 

In summary, event marketing is great for lead generation as it allows you to gain clients more quickly, and you create a more personalised relationship. Not only that, but you end up spending less money generating leads because you can focus on business reps who are showing real interest instead of waiting on clickthroughs. Nurtured right these leads can turn into long-lasting relationships.

 

A young businessman and boy dressed in business suit and racing helmet is pushing his box car and using his competitive drive to steer his business to new levels.

How to Use Co-Marketing for Your Next Promotion

When searching for new ways to market your next promotion it’s important to remember it’s not always about the flashy tech or latest trends. Sometimes it’s the strategic partnerships you create that take your promotion to the next level. Co-marketing is one of the best ways to bring a bit of excitement into any promotion, and there are cost saving benefits as well. Here are some of the best applications of the co-marketing concept for your next promotion.

 

What Exactly is Co-Marketing?

Co-marketing is a marketing partnership in which two or more companies share resources, data and costs that would otherwise fall on the shoulders of a single company. The combined perspectives of the participating companies should hopefully provide a more comprehensive view of the commercial landscape and lead to more successful results.

 

How Co-Marketing Works

Your marketing campaign has holes in it. Don’t get mad; it does! Sometimes, a fresh set of eyes is the only thing that can draw focused attention to the problems. You will have insights that your partner(s) will not, and vice versa. You will also be able to bring assets that your partners don’t have, and once again they will have assets that you want.

 

For example your partner may have a customer database that would align with your brand, and would be perfect for you to market your product or service to. If this is the case why not create a joint promotion? Creating a promotion with the right partner has huge upsides. You can share resources, share costs, and advertise the promotion to your respective audiences. If you create an awesome promotion (like the ones Peazie do) you have the potential of thousands of entries. When you share the data obtained from the promotion you will now have people to add to your list that were fans of your partner, and they will obtain a new a list of people who were fans of yours. You suddenly have an entirely new audience to market to and this was all from using a clever strategic partner. This strategy works incredibly well when the products that you and your partner are selling are complementary products.

 

The data that you have on your customers will also help to speed up the process of analysis. Could your buyer’s profiles use a bit of tweaking? You will find out faster if you have access to partner data that showcases an audience that you may have missed. New profiles usually lead to new directions in terms of marketing. You may prioritise different websites with banner ads or attend different industry events. You can more easily streamline successes and cull away failures if you analyse them together.

 

How to Acquire Co-Marketing Partners

The best place to start is usually with companies that have complementary products or services: If you are selling sunscreen products, then a surfwear company might be a good choice. You are not in the same direct market, but the sales of one product definitely increase with the sales of the other.

 

Does your company attend industry events or trade shows? Then this could be a great way to find companies that are looking for partners. In most cases, companies will connect with you quickly if you let it be known that you are trying to shoulder marketing costs.

 

Have you taken a look at your current list of work contacts? Chances are there are several complementary businesses you already work with that would make the perfect partner for a promotion. Make sure that you focus on companies that are similar in scale – smaller companies could probably be too much of a burden, and larger companies may require too much from you.

 

In short, the right partnership can be great for your company. Put the word out, set your expectations, and see if you can create a co-marketing campaign with a helpful partner business.

 

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Perfect Planning: Before and After the Promotion

The success of a promotion in any industry depends on the implementation of some general strategies that are relevant in all corners of business. Here are a few vetted tips that you can use to help improve the viability of a promotional campaign.

 

Before the Promotion

Are you sending the right traffic to your promotion landing page? You must be sure that you are optimising your target audience by streamlining it directly at a single source. Believe it or not, this is the way to expand your reach. You can also employ a multitiered strategy by using Facebook Ads, a PPC campaign and an email campaign that will bolster your overall exposure if executed concurrently.
Make sure that your traffic is targeted; the wide net strategy is not viable in any market. The more precise you are in targeting your niche, the better your promotional campaign will be. Make sure that you find your first responders at their preferred location as well.

 

During the Promotion

You must set the key performance metrics that you are looking to fulfill so that you can properly direct your promotion when it is in its active stage. This will help you to strategise your concept, making it more appealing to the audience that will be most likely to act like you want to fulfill your business objective.
Your campaign should also take advice from your previous campaigns – there is no reason to overlook the lessons that you have already learned in the past. Finally, remember that one of the most effective ways to create a higher conversion rate is to choose an engaging incentive and mechanic. Pay attention to how your audience responds to your lead ins!

 

After the Promotion

Do your customers know exactly what you want them to do after the conversion action? Are the directions on your promotion clear? Continue to direct your customers after the initial conversion, and make sure they receive what they opted in for.

 

Also are you using social media or emails to continue to drive customer engagement after the active promotion is over? Target the most enthusiastic of your new converts and empower them to spread your brand like an informal PR team.

 

These tips will definitely give you a leg up for your next promotion. However, here at Peazie we have run a few campaigns in our time. To create the ultimate competition that delights your customers and brings a value there are a host of things you need to think about from creative and data-driven campaign concepts, administration and permits, design and building, to tracking and optimising. Peazie has a reputation for partnering with top brands in many industries for creating premium promotion campaigns. With over 250 clients on board, Peazie has experience across the board as well, ensuring that your promotional campaign is built on the successes of the past!

 

perfecting your promotion

6 KEY takeaways from ‘Perfecting your Promotion’

A couple of weeks ago Peazie had the pleasure of presenting at the ‘Perfecting your Promotion’ event held by our friends at Plexus. It was a great turnout with many insights into how to leverage data to improve your promotions. For everyone who couldn’t make it here are the top 6 key takeaways from Peazie’s presentation:

 

1. Lead with the benefit

“Win XYZ” (what you win) should be your headline act, not “Buy XYZ” (the behavior you want to change).

Peazie has run thousands of campaigns, so we know what works and what doesn’t when it comes to writing headlines for a promotion. Clearly stating what a person will be gaining from entering the competition always works a lot better than using a headline that states why you want them to enter your competition. Remember everyone’s favourite radio station: WiiFM (What’s In It For Me)

 

2. Simple entry mechanics

Remove as many barriers to entry as possible. Do NOT run games of skill. You can ask for more effort or data from a consumer, but make it simple and fun otherwise your audience will ‘bounce’.

This is very simple to understand, the more barriers and friction there is to someone entering your competition, the less likely they will enter it. Our job as marketers is to design a promotion that removes as many barriers as possible.

 

3. Perceived attainability outweighs total prize pool

Counter intuitively, 10 x $10 performs better than 1 x $1,000… And instant win out-performs grand prize draws every day of the week – because we humans are impatient.

Having a large grand prize drives a lot of attention for a promotion, however we have examined the data from running thousands of campaigns and it consistently shows offering multiple smaller prizes actually gets more conversions. Reason being when people think the odds of winning is in their favour they are a lot more likely to enter a competition

 

4. Decide what’s more important – quantity or quality

Whilst cash drives the highest quantity customer acquisition, an incentive that is only of value to a good customer will drive better quality customer acquisition. If possible, measure the quality of your acquisition in real-time and optimise against it.

We have tried many different prizes over the years, we know cash works well with a mass audience. The freedom of choice that cash brings leads to a higher conversion rate. However when working with a niche target market, choosing the right prize, that is highly valued by the entrant will give them the incentive needed to supply their personal information to enter the competition.

 

5. Measure everything and optimise

3 banner ads targeted at 3 different audiences driving people to 3 pages = 27 campaign variants. Without exception, One of those variants will work MUCH better than another. Tech has made this level of real-time optimisation easy.

One of the biggest advantages of being a marketer in the digital age is that there are multitude options for advertising platforms. Platforms such as Facebook and Google Display Network allow great targeting, great reach, and multi-variant testing options. Ads should be tested, measured, and then optimised for ultimate performance to drive the best quality of traffic to ensure a highly successful campaign.     

 

6. Repeat your successes

Again, modern tech has enabled us to step-and-repeat great promotions. As marketers, we also know that frequency drives recall and saves us cash – so if you can avoid building a new promotion, step and repeat an existing success.

The reason Peazie can give any business a competitive advantage is that we have collected data on every single campaign we have conducted. We know what works, and what doesn’t, and you can be rest assured any campaign we create for you will apply the latest in data-driven promotion design.

 

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How BIG is Mobile actually becoming?

At some point, we’ve all read, heard, or been told that mobile is going to be crucial to our digital strategies if it’s not already. In 2014/15, ComScore reported mobile access to the internet officially surpassed desktop. According to many sources, there are also more smartphones than there are people in the world.

 

It’s very exciting stuff, but if you’re not already on the mobile train it’s enough to send you into a blind panic. Is your audience on mobile? Should your website be “mobile first”? What if I’m not mobile ready? And the list of questions goes on.

 

The truth is, you should at least be ready for mobile as it can have a serious impact on many digital areas, not least of which is your SEO. But you also shouldn’t ditch the desktop just yet. So before you go on your mobile journey, here are a few ways to find out how important mobile is to your digital strategy.

 

How much of your audience is on mobile?

 

Many tend to make assumptions at this point. And people often resort to asking their existing customers, clients, friends and peers their digital behaviour. This is a great way to gather valuable feedback. But you forget those who haven’t converted. The people who are reaching your website and are dropping off, most likely due to a bad user-experience.

 

The only true way to know if your audience is on mobile is to look at your website analytics. We would recommend using Google Analytics, but any analytics program should be able to tell you if traffic comes from mobile, or desktop.

 

Should your website be “mobile first”?

 

“Mobile first” is not the best term, as it presents the idea of having to choose whether your digital content is for a mobile or desktop audience. As if there is no middle ground. The reality is you can, and should work for both. There is no reason why the information you present to your mobile audience can’t be presented to your desktop audience and vice versa. Be mobile ready, not mobile first.

 

And yes, regardless of how many visitors are coming from desktop or mobile, your website should be mobile ready.

 

Why should you be mobile ready?

 

If your website doesn’t offer a good user experience on mobile, it is being penalised by search engines. This, in turn, will damage your search ranking, and will likely hinder your online efforts. It’s as simple as that!

 

If you want to check how mobile friendly your website really is, use Google’s page speed analysis. It is an amazing tool, offering feedback on user experience and load speed while suggesting improvements that can impact SEO.
Mobile is big, and it’s getting exponentially bigger. So being mobile ready is less a question of if you should, and more a question of what’s stopping you!

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HTML Tips For Better Audience Engagement

 

HTML stands for hypertext markup language. However, aside from scoring you points in a pub quiz, that knowledge isn’t much help. So, in this article we’ll explain how to use HTML to increase audience engagement – way more useful!

 

What is HTML and what does it do?

HTML is a coding language used to structure information on a web page and add visual styling to some elements. The code is ‘wrapped’ around various parts of your page and that tells browsers to present that information in a certain way. That might mean changing the font style or creating bullet points to make your page easier to read.

Each ‘element’ of code consists of an opening and closing tag to tell a browser when to start applying that style and when to stop. Opening tags look <like this> and closing tags look </like this>. It’s as easy as that!

It can also be used to direct Google to relevant search phrases on your page.

 

How can HTML increase audience engagement?

In terms of adding visual styling to a page, HTML can help keep people on your page by making the information easy to digest. You can do this by:

  • Using clear titles to break up the page to signpost users to the part of the page they want to read
  • Using bullet points and tables for snapshots of information
  • Adding internal links to keep users on your site
  • Making certain important words or short phrases Bold (don’t over do this though)

 

As we’ve already mentioned, HTML can help your pages be found by Google (search engine optimization – SEO). You can read more about this on our post about What to know about SEO but in brief, you can:

  • Use headings to highlight important search phrases
  • Include images and label them with phrases relevant to your content

 

Which bits of HTML should I know?

HTML can get a bit complex. Plus, it’s often used alongside other coding language such as CSS and java script to produce very pretty, interactive sites. However, here are a few essentials to get you started.

 

Heading tags – these are used to give your page a title and subtitles and apply a font that makes them stand out from normal text.

 

Paragraph tags – these are used to contain normal text and break up your text into, well, paragraphs.

 

Bullet points – these are great for displaying quick facts or stats and are really easy to code. You can create normal bullet points or numbered bullet points.

 

Underlining, bolding and italics – use these within your paragraphs to pick out important bits of text.

 

If you want to have a go with these HTML elements, visit codepen and try them for yourselves!

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Monetizing Your Facebook Audience

So you’ve got 10k, 20k, maybe even 100k likes on your Facebook page, and you’re consistently hitting a decent engagement rate. But where’s the money? You have all these people hanging on your every word. Surely there’s a bit of coin to be made here!

 

The question of monetization on Facebook, and social media in general, is a divisive one. This is because the purists look to build authentic relationships with their audiences and the profiteers just look to make a quick buck (usually at the expense of building lasting relationships).

 

One of the biggest flaws in the social media marketer’s mindset is the ‘right here, right now’ attitude. When we think of monetization, we picture ads popping up on Youtube, or clicks on offshoot links that immediately translate to a quick buck. The reality is that effective monetization requires time, patience, consistency, and a strategy.

 

So, go for the gold! Here are a few ways you can monetize your Facebook audience, and still build lasting relationships.

 

  1. Activate your influencers

As a brand, your social influencers should be one of your top priorities, not just on Facebook, but on all your social channels. You need to find the people who engage with your brand on a regular basis. These are the customers who might even have reached out to tell you how great you are, or shared your products in their personal posts. Reward them with a shout out, engage with them on social media, or even offer them a discount! Although simple, these can be a great way to encourage them to share more about your brand. Turn them from happy customers into influencers, and get endorsements for your products that can drive sales from friends, families, and followers.

 

  1. Lead generation and campaign integration

Using social media for lead generation is a tried and true technique. But, it remains one of the most effective for monetizing your Facebook audience. If you are generating engagement on your Facebook posts, use it people! Integrate Facebook as an entry to your marketing funnel. Drive your Facebook audience from Facebook to a channel that can convert them into a customer. It could be a YouTube video, a landing page with a signup form, or even a product you’re trying to sell.

 

  1. Get a piece of the video revenue

Last year, Facebook announced that video publishers would be sharing in the ad revenue generated by native videos. While the business model is still being tinkered with, many video publishers have raised concerns with the actual ROI. It’s fair to say it’s early days for Facebook video revenue sharing. And as with everything on social, it’s better to be in on the ground floor, rather than trying to catch up later down the line. Focus on your native video offering now. Build engagement with videos, and make it a stronger part of your Facebook offering to better your position once the revenue sharing model is refined.

 

Now it’s time to unleash the full marketing power of your Facebook page and improve the bottom line of your business. So, stop checking what all your old high school buddies are up to and start putting in the work to monetizing your page. Good luck!