Running successful events is a crucial part of a company’s marketing tactics. Events are an effective way to increase your brand awareness and generate revenue for your organization. Here, we will look at the type of events you can run with Marketo, a checklist of specific things to run an event, and some tips to enhance your event management game.
Type of events to work with Marketo
Following are the two types of events you can work with Marketo:
Roadshows
These events are organized at different locations to identify like-minded industry people in a closed setting. The venue for these events is often a hotel or any other private place with company professionals, salespersons, and industry experts. Important panel members can be invited on an appearance fee if needed.
Tradeshows
A tradeshow is a marketing event in which business organizations from a specific industry showcase their products or services. A company pays for the acquired space and a stage to reach a wider audience.
Checklist of program components to run a successful marketing event
For roadshow
Program channels for a roadshow event can cover various things in an event, from dinners to lunches, and special registration events.
Required components
For a roadshow event, the components you would require include form, pages, invitations, reminders, confirmation, current status, and post-event flows.
Campaign setup
Pick up a template and set up your campaigns. Although auto-reminders are good at managing things, be careful while using them to avoid any mistakes.
Smart campaign triggers for registration
After setting up your campaigns, it is now time to get them working. Use the form+ page combination to set triggers for the registration process. After a user successfully registers for your event, reach out to them with a confirmation email and update their program status.
For tradeshows
Tradeshow templates are pretty similar to roadshows. The only difference is in the use of program statuses. This is done to achieve a more precise attribution. Remember that the event attendees will be scrutinized at the booth and then get a demo.
Here are a few tips for running a marketing event effectively
Offer a prize for the most referrals
This is a very effective tactic to increase the number of registrants for your event. Allow early registrants to copy your registration link and forward it to their friends. If they register, the referrer gets the credit for the registration. The person with the highest number of successful referrals wins a prize.
Charge a registration fee to increase your attendance
Charging a small registration fee is an excellent way of boosting attendance rates at high-class events with esteemed speakers from the industry. You could either use an event management tool or integrate your form with a payment tool to set this up.
Waitlisting
This tactic is used in places where you want to stop competitors or certain people from showing up at your events. After a person registers on your website, enable a trigger to change his status to the waitlist. After reviewing the person, please send a confirmation email to his address with the event’s date, time, and location.
At show emails
You can use automatic emails to welcome guests to your event as soon as they show up.
Capping registrations
You can use a third-party event platform to automatically cap registrations as soon as the limit for your event has been reached.
Conclusion
In essence, mastering event management with Marketo involves meticulous planning and strategic execution. Whether it’s roadshows or trade shows, each type offers unique avenues for brand exposure and revenue growth. A practical checklist guides you through essential components and campaign setup, while insightful tips, such as referral incentives and registration fees, enhance event success. Leveraging Marketo’s capabilities, you can seamlessly orchestrate impactful events, elevate brand visibility, and drive meaningful engagement.
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