Nowadays you can’t have a conversation about event marketing without mentioning digital. As part of the Engagement Assessment Survey, we asked association executives how they’re using digital tactics to enhance their membership, attendance, and engagement marketing. The results show that while tactics such as email are widely adopted, other digital marketing opportunities are underused.
Take a look at the survey findings below. Then consider how you might enhance your existing digital efforts or add a new channel to drive attendance and engagement.
Importance of Email Marketing Automation
Survey Question: How important is email marketing automation?
Email marketing automation is extremely or very important to a total of 71% of associations, according to the survey respondents. The remainder, over one-quarter, say it is somewhat or not very important. An additional survey question revealed that nine out of ten associations use an email service provider to execute their email automation.
Use of Video or Motion Graphics
Survey Question: Do you use video or motion graphics in any of your online membership or event attendance marketing?
Video in particular has emerged rapidly over the past few years as a key medium for communications and marketing, and today over half of associations are using video in some form in their membership and attendance marketing. The use of motion graphics is more limited. According to the findings, only 16% of associations use motion graphics currently.
Interest in Using More Video or Motion Graphics
Survey Question: What is your level of interest in using, or starting to use, more video and motion graphics in your marketing?
The level of interest in using more video and motion graphics in marketing is somewhat mixed. The survey found 47% of associations have a high or extremely high level of interest, although 40% say their interest level is moderate or somewhat moderate.
The main perceived challenges to using more video and motion graphics are by far budget and other resources.
How Video and Motion Graphics are Used in Marketing
Survey Question: In which areas do you use video and motion graphics related to marketing?
Video and motion graphics are mainly used on association or event websites; although 61% use some in social media posts. The findings show video and motion graphics are more often used as part of attendance marketing than membership development communications.
Your digital strategy
First things first. If you’re among the 29% of associations who are not using email automation, it’s time to get on the bandwagon. Email offers a relatively low-cost way to stay in touch with customers and prospects, build loyalty, and drive event attendance and engagement. Automating your email with help from an email service provider further streamlines the process without costing you significant time and resources.
If your email program is humming a long, you might consider adding video or motion graphics to your marketing mix. We know users engage more with visuals than with text, and they respond better to videos than static images. If you’re already using these tactics on your website, consider incorporating them into your social media posts, marketing emails, or event app. Get even more mileage by including videos and motion graphics in presentations or at your event itself.
Yes, budget is a concern when it comes to digital marketing. But video and motion graphics don’t have to cost an arm and a leg. Consider setting up a story booth or appointing a roving reporter at your next event. For many member organizations, short, authentic video testimonials from attendees can be more powerful than expensive promotional segments produced and polished in a studio. Motion graphics are an affordable way to bring your existing library of photos and images to life with a little help from a motion graphics designer.
Next-level digital marketing
Once you have a solid foundation of messaging, videos, and motion graphics, you can put this collateral to use in social media marketing. Facebook’s latest advertising platform, Facebook Pixel, helps you use data-driven, personalized messaging to raise brand awareness, attract new audiences, and convert browsers into attendees.
It’s easy for associations, or any business really, to get lost in all the trendy, newfangled digital marketing opportunities. Don’t be daunted. Start with just three tactics—email, video, and motion graphics—then build on this foundation as your budget and resources allow. Digital isn’t going away. The sooner you embrace it, the sooner you’ll attract more members and attendees and build engagement throughout the year.
Need help navigating the brave new world of digital event marketing? Contact us today to get started.
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