One of the things we do as marketing people is testing – we test our products, our messages, our offers, our designs. It’s what we do to ensure we are hitting the right points, to the right audience. Tests are not about good or bad, they are about maximizing our efforts. Some things work, other don’t – our tests give us the data to back that up.
Live Events (such as webinars, seminars, tradeshows, training, launches, etc.) can be a challenge. We spend so much time and money on the event itself, along with our messages and campaigns to support them, it’s hard to determine exactly how to test them in the short time we have to promote them.
I have a solution, but it does require a bit of effort on your side to pull it off. The solution actually makes it easier for your customer or prospect, but more work for us the marketeer.
Register for an account at 31events.com. We’ve made it fairly simple to do register, no credit card needed and no cost use. And believe me, I understand about learning another tool, to do one more thing – but I believe the effort will be worth it.
Now, once you’re in the system, you’ll need to do a couple things (I suggest working through these next steps a couple times, before you try it on a real event, just to get the hang of how it all works). And if you get hung up, let me know, and I’ll help get you through the first one.
Just like creating a meeting in your calendar app, you’ll need to create an event within 31Events. Every entry box has a purpose, so be ready to fill in the details. We provide space for a couple extra things which are important, especially as you create you’re A/B test harness.
We force you to send out a test, we give you the ability to send your test invite to a max of 25 of people. I usually just send it to myself, but you may have a larger team which needs to either view or approve the communications associated with the event. Until the test is sent, your event will remain in your workbench – after sending, it will be “live”.
Within our system, we allow you to duplicate any live event. It comes in handy if want have a standard template for your event communications, or, like in this case, you want to create an A/B test for various types of communications.
Once duplicate, you will edit the event details in the same way you created them – all details will be editable, but the most important is the Event Name and Event Subject – you will want to change those (much like changing the subject on an email). Also, you might want to edit the Banner image and Coupon, along with any additional links you want to create within the message body itself. Anything you want to test, or believe could have an effect, you should change.
Here’s the reasoning behind all these tests. At the end of the event, you can get a count of the following:
An the last thing you get, is the email address associated with that action, which allows you then run all kinds of analysis against the raw data – or combine with data from other systems (like your CRM or email).
This is data you can’t get (easily) from any other source. Actually, I don’t believe this type of data is available to you regardless of source, mostly because we are one of the few (potentially the only) company provide INTENT data for events. Meaning – your attendees have express their “intent” with the calendar invitation, it is either Accepted, Declined or no action is taken and it’s Tentative (just like sending out meeting notices for team meetings). That little bit of data is invaluable, especially after you have it for a few live events, and can start to recognize patterns.
So, now it’s up to you. You can do it, but it will be a new tool, with a small learning curve. It also takes you out of your routine. Personally, I believe it’s worth the effort.
Register for your account today!
I just read a great article by Jason Fried over on Medium about his favorite subject matter, Simplicity. The example was a visual representation of MeetUp.com as simply rows and columns. Below is the graphic representation:
Meetup.com at it’s core, is a matrix of cities and interests. You know your city, you know what you’re interested in, it’s simply finding the intersection between them. Truly, a very simple thing.
After reading the article, I thought about some of the giants in of online – and most can be boiled down into very simple ideas:
Can we decide to get more complicated? Yes and we often do. But our jobs as Marketers (which I consider a great profession extending beyond “promotions”) is to make it easy and simple for our customers and prospects.
And easy is pretty damned difficult
At 31Events, we are dedicated to making it drop dead simple for your customers to get your timed-based event onto their calendar. We believe the calendar is much more personal than email, for a single fact, time is important (their time, your time, my time) – because it’s the one resource we can never replenish.
We are constantly trying to simplify the concept behind 31Events, it’s not easy for us, just like it’s not easy for you or Google or Facebook to simplify who and what they are, but it can be done. But when you think about us, remember this …
Our mission is make it as easy as possible for anyone, with a single click, to get your event on their calendar. One step, one action. It simplifies their lives, not necessarily yours, but it does show a significant amount of respect for your customers and their time.
Our jobs as marketers is not to make our lives as easy and simple as possible, but to make our customer’s lives simple and easy. We know the registration process, calendar syncing process, saving an iCal or filling out a long registration form – those things make our lives easier as marketers. Let’s flip that coin and start looking at making it easy on them, not us.
We provide a great service. You can create your event, test the message and sending process, then have all the website and email codes for communicating with your customers.
After that, you can actually SEE who has that event on their calendar, and the intent behind it (accepted, declined, tentative) – and then use our skills as communicators to message directly to that intent.
It’s a couple extra steps for us, but so much easier for our customers. I encourage you try out the service – it’s rock solid, it’s been working for several customers over the past few years, and it really is different.
Your event is time-based, why not start marketing to the one function everyone has that’s time-based, the Calendar.
This is a Coupon in Email I received today from one of my favorite Bagel makers. You can build a Coupon Calendar Invite in 31events , add the Coupon as a Gif Image , and the coupon would be a URL to Click thru when the Alarm went off in your Mobile Calendar.
For more on how to build one see our Get started page.
Calendar Marketing, especially marketing online events through email is standard practice today. Email is the most effective way to communicate to your audience, it is cost effective and the person has given you “permission” to communicate with them.
In the example above, LeadPages is presenting two count-downs clocks for a webinar to be presented on two different days. You’ll notice, there is a button to “Claim Your Spot” which takes you directly to their registration page.
This process of EMAIL to REGISTRATION is repeated 1000’s of times per day through email. It’s worked for years and continues to drive traffic, and is a great approach.
In the example above, when someone clicks on the button, they go to a webpage to register. LeadPages is better than most, since they sent the email and have your contact information, they pre-fill the registration page.
When you clicked on the button, you were automatically sent a Calendar Invite (meeting notice). It now lives in two places – in email AND the calendar. Even if the email is deleted, the calendar invite is there – with your event information and a reminder popup about the meeting (set by you).
In the Details of the calendar invite, this is where you provide registration links – you can provide an incentive to register – or just ask. You provide the details of how to attend, and your customer has all the information right in their calendar, without having to fill in another form, click another button or do anything.
That’s Calendar Marketing.
A long, long time ago, I sent my 1st Calendar invite. Probaly some 15 Years ago, when I worked at Netscape. In those days it was a new, exciting and “my secret weapon” to meet with a customer or prospect. It was the beginning of corporate scheduling of people, time and resources. Or I would argue the birth of “Calendar Marketing”.
Today, in the digital world, the Ical invite is just part of the modern B to B world we live in. If you want to get on somebody’s calendar, you send an invite. If they accept, you will call them at that time, or meet them @ the Restaurant. Etc.
We see it on the iPad, the phone and the desktop — someday’s I get an alarm at the same time on all 3 devices!
It really works and I would be lost without having my Calendar.
So, I built a software tool called 31events.com about three years ago. I said, I love this calendering so much, I need to build something I can use in my day to day, to help enhance my chances of people showing up to my events on the web or in person, – seminars . But more than that , I thought — why can’t we use this same approach to consumer B to C emails , or B to B web marketing ?
We can generate codes to embed into your website for a Calendar Modal, or email template. In the email template, you can use the email to generate a “Click Here” now, and we “hook” the email address to the Calendar invite and send to them a Calendar invitation that you can track- Accepts or Denys. In addition we can add Coupons and Tickets as URL’s into the Calendar invite. Of course it has a Rest Api as well. I think my Samsung Refrigerator has a Rest API ? — LOL.
We define this category as “Calendar Marketing”. The ability to track and share Calendar invites for any type of events where you would like to gather and use all the great reminders that are built into the Calendaring specification. They include notifications, driving directions, reminders — etc , all built into the Ical specification.
They also look great on the Apple and Android watches.
Long live the Calendar!
2018 Update. This modal was designed a few years ago and shows the simple design of using the splash page for a calendar event sign up to be tracked with our calendar reporting software. We will be releasing our 2018 software on AWS soon and will be updating how to achieve this in our builder series.
https://calendarsnack.comIt’s all about timing. Chances are you’ve heard this phrase before, but how often do you use it to your advantage? Let’s take a look at how you can nail your timing when it comes to getting in front of your customers.
If you’re trying to get your customers or potential customers to attend an event, you can do all the right things to get them there, but it comes all down to that calendar reminder. Many people in the corporate world live and die by their calendar. You could look at your schedule 10 times a day, but the reality is you get absorbed into whatever it is you’re doing and you need that trigger to snap you out of it and send you along to the next event.
A well-timed notification can make or break your event. That is, if you can get on your customer’s calendar in the first place. It all starts with the email invite, subject to father time as well.
According to marketingprofs.com, 44% of B2B businesses say sending emails on Tuesday results in better open rates and 53% have had the most success sending emails between 8 am and 12 pm. 53% say Friday is the worst day for email open rates.
This tells us that sending early in the week and earlier in the day should yield better results, proving that the early bird really does get the worm.
Once you’ve gotten your customers to open your email and add your event to their calendar, you need to think about the timing of your reminder email. While you may be temped to send out multiple reminders, keep in mind that too many will make you seem desperate and needy.
Stick to one a few days before and then allow your calendar invite to do it’s job with the preset reminder time, typically anywhere from one hour to 15 minutes prior to the event.
By putting a little thought into the timing of your event and reminder emails, you can boost event attendance and gain new customers in the process.
If you’re looking for ways to streamline your event marketing, Give it a try at https://calendarsnack.com.