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Written by Piper Stull-Lane

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May 2020 Release: Built to Empower Your Team

Self-serve team management, scheduled guest list updates, our very virtual
reality, and more

May 27, 2020


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May 2020 Release: What’s New in Splash
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Written by Zach Napolitano

@funeral_z




7 Ways to Improve On-Site Communication With Your Team and Your Guests

July 31, 2018

Amy Barone, Sr. Director of Marketing Events & Engagement Programs at Tableau
Software, shares her event marketing secrets in our A New Era in Event Marketing
webinar with Harvard Business Review and AdAge. Below, she gives an inside
look at how Tableau  grew and scaled a high-performance event program.




The events industry is evolving, and with that, marketers are saying hello to
events that go beyond the “big show” (i.e., massive conferences with thousands
of people) and instead looking at multi-city, repeatable programs they can run
globally. 


While you can throw a large tentpole event — the one that involves year-long
prep and half the annual budget — have you considered smaller, repeatable
programs throughout the year that can have an immediate impact on your revenue
targets?


Splash recently partnered with SiriusDecisions to host a conversation focused on
going Beyond The Big Event with expert and Research Director, Demand Marketing
Strategies, Cheri Keith of SiriusDecisions; veteran Senior Field and Partner
Marketing Manager, Natalie Graham of Medallia (recent IPO); and Splash’s savvy
Senior Director of Product Marketing, Sasha Pasulka. 




The trio covered the new era of events, defined repeatable event programs, and
addressed the business impact of repeatable events, including topics: modern and
effective event strategy and management, building field marketing programs, and
event marketing at scale. This set the stage for event program owners and
marketing leaders to consider how they will navigate going beyond the
“‘big-event” mentality.

• Quick Start: Splash Host App for iOS
• Splash Host App for iOS

• Splash Host App for Android

person next to them?








Ten years later, our annual conference attracts nearly 20,000 customers and
partners, our company has grown to 4,000 people, and we have a first-class
marketing team with dedicated event professionals who are the best in the biz.
Events have been a crucial part of our brand and help us better connect with our
community, evangelize our customers, and ultimately grow our company.


Here’s how we did it:


MODERN EVENT STRATEGY


No matter your business’s product or service offering, or if you are a
large-scale enterprise or an up-and-coming fast-growth company, part of an
organization’s growth strategy includes event marketing. As a marketer or event
manager, you are the driver of your programs and responsible for deciding the
type of event, cadence, goals, and of course budget — determining just how much
are you willing to put on the line to get the results you need.


Let’s rewind to the first line of this blog post — we’re saying goodbye to the
big-show mentality. I know what you’re thinking: Is Splash suggesting I should
hit the pause button on hosting my large annual conference?! No, definitely not.
We are, however, suggesting that implementing a strategy that allows teams to
test ideas and move quickly to action can yield some truly amazing business
learnings and results. And, we know repeatable field events are becoming a key
tactic in marketing plans, as they help drive quantifiable outcomes; just ask
the team at Index Exchange. These smaller, rinse ‘n repeat events are not only
easier to pull off than a 1,000+ person conference, but significantly cheaper,
and will likely prove a better ROI since they are higher, more curated
touchpoints for your audience.








INSERT IMAGE HERE




In the latest study on event marketing, Harvard Business Review found that rapid
revenue growth was fueled by event marketing — 52 percent to be exact. So maybe
you’re nodding, perhaps even bought into the idea of the repeatable half- to
full-day field event strategy — fantastic! Here’s how to bring your event
programs to life, effectively and in a scalable way:

Define Your Event's Value Proposition

The first step to any event program is to take a deep breath and ask yourself,
Why am I actually doing this?  Whether you’re an event marketer, demand gen
marketer, or field marketer, it’s easy to lose focus of what you’re truly
attempting to showcase for the company’s webinar, live event, or customer
conference. Is your award ceremony an opportunity to showcase branding or a
platform to give out your sustainable swag? What are you telling your sales team
when they ask for follow-up materials? How many customers versus prospects are
you inviting? Collaborate with your marketing team, ask your sales team
questions, and put something on paper that will serve as a north star for the
entire initiative.



For example, if you see in your analytics that one organization isn’t engaging
with the initial email, it probably means they have a very strict firewall in
place. So, now you know to follow-up personally or adjust your strategy for the
next email.


This first email could come in the form of a teaser email to drum up buzz for
your event, or even something a little more vague to get people interested (and
curious).





PUT THE RIGHT TOOLS IN PLACE


Field marketers adjust their programs based on the needs of varying customer and
prospect types. To do this, they need reliable tools to keep their brand, data,
and communications consistent. 


If you or your field marketing team are leveraging one-off tools to showcase
regional events, strategic scale and brand continuity is not feasible, and the
value proposition you worked so hard to define will be overshadowed by the
technical difficulties you encounter every step of the way. Your brand is your
company’s identity, so why would you use tools that are not powerful or flexible
enough to showcase it? From your landing page to email communication to name
badges onsite, make sure your field marketing team has the proper tools in place
to execute on-brand, seamless experiences every time.




INSERT IMAGE HERE

Here’s an example of a great looking event email:

Setting a Global Field Event Strategy into Action at Medallia




Don’t just take it from us. Having a field event or repeatable event strategy
that is consistent, scalable, and globally friendly pays off beyond what you (or
your boss) thought was possible. Natalie Graham, who joined us for the
previously mentioned Beyond the Big Event conversation, explained it best:

Image: Penguin Random House



Image: Conference Matters

 


When Natalie started at Medallia in 2018, she was faced with one-off tools for
field marketing programs. The Medallia brand was not always displayed properly,
teams were working in silos, and if field event data existed, it was hard to
track down. Natalie is responsible for scaling the global field marketing
program and had all the right ideas in motion to make an impact on the business,
but was missing the tools to do so. To set a registration page for an event and
ensure email marketing was ready to rock quickly wasn’t a thing; there was a
ticketing process in place that usually took days, if not weeks. It was the
furthest thing from self-serve, and the marketing operations team was saddled
with the stress of handling all technical aspects of a global field program
(landing page, emails, list management, campaigns... the list goes on). This
simply wasn’t scalable.

 


Enter Splash. Once the Medallia team was onboarded with Splash, they were able
to streamline all field event programs and the weight was lifted from the ops
team. What used to take over a week and involved multiple departments, now took
a mere 24 hours; and Natalie was able to build out the whole event herself.



Splash helps the people behind the event programs deliver a beautiful, branded,
digital experience, and allow hosts to measure event impact accurately. "It felt
to us that so many parts of businesses have breakthrough technology that really
enables scale. We hadn't seen that in events yet, so we built it." - Sasha
Pasulka

 


Want to see how we built it? Check out every corner of Splash's event marketing
platform here. 





Show your sales team the data and the ROI they get for taking those extra
minutes to get people to register. Show them that their time investment is worth
it.

Amy Barone, Senior Director of Marketing Events & Engagement Programs at Tableau




4. Take Care of Your Lists

Image: Google Books

When it comes down to it, the goal of any event is to grow and nurture the
relationship between your guests and your brand — whether you’re promoting a
product, building community, or looking to increase brand awareness.

You also need to think about who you’re sending your emails to. Make sure you’re
only sending to your engaged recipients — a good rule of thumb is to send to
those who have opened or clicked emails in the past few months.


And of course, don’t send emails to users who have unsubscribed or whose emails
have bounced in the past. This also means you need to constantly maintain your
lists, and update them with any unsubscribe or bounce information.

Post-event page made with Splash

This way, guests didn’t have to worry about memorizing each other’s names or
drawing a blank when they turned to chat with the person next to them, and we
also got to show off  our product in a natural way.


5. BUILD UP SENDING VOLUME OVER TIME

One of the best ways to improve email deliverability is to build a solid
reputation with email services by sending high-quality emails day after day.




For example, you shouldn’t just send an email to 500,000 people in one day
(that’s a huge red flag to servers). Instead, build up to a large email send
by breaking it up over several days, and increasing the volume with each send
(in other words: sending to 100,000 people five days in a row isn't great
either).

 


P.S. If you're a Splash customer and considering a large-volume email send, talk
to your CSM about the best approach for your strategy.


6. IP Whitelisting

This is the most effective email deliverability tactic, but it’s also the most
complex to achieve. Depending on your relationship with your guest list (e.g.
VIPs or high-value accounts), you can request that their IT team have your
company’s IP put on a “whitelist,” which would allow your promotions to bypass
any company firewalls.

Even if your event doesn’t require a full seating chart with assigned seats,
think about how you want the flow of your event to go, and how you can create
natural opportunities for meaningful connections.

Image: designworkplan


•   A sense of privacy: a completely private and closed off room for dinner
proved to be an extremely crucial element. At one of the venues, an open section
in the room allowed noise to disrupt the flow of conversation — making it feel
less private and less special of a night compared to dinners that were
completely closed off to the public.

6. Create the best guest experience possible

At the end of the day, throwing events mean nothing if you’re not providing
value to your customers.


At our conferences, we provide “Tableau Doctors” on-site that help customers or
prospects with any questions about our product. Not only do these one-on-one
appointments empower customers to engage with us in a meaningful way, they’ve
also been the critical to driving event ROI.

Want to watch the whole webinar? Grab the recording here: Beyond the Big Event:
Innovative Strategies for Marketing Event Programs at Scale

author


Hannah Swanson

Hannah is the Community & Customer Marketing Manager at Splash. Her goal is to
empower Splash customers to showcase their expertise with the rest of the event
marketing community. A former event marketer, Hannah understands the effort it
takes to pull off a seamless event and understands how imperative the Splash
software is to an event marketer's success. Hannah is a Rhode Island
native/glorified beach bum, equestrian, and mother to the world's most perfect
corgi, Wilbur.



Written by Zach Napolitano

@funeral_z




7 Ways to Improve On-Site Communication With Your Team and Your Guests

July 31, 2018

Amy Barone, Sr. Director of Marketing Events & Engagement Programs at Tableau
Software, shares her event marketing secrets in our A New Era in Event Marketing
webinar with Harvard Business Review and AdAge. Below, she gives an inside
look at how Tableau  grew and scaled a high-performance event program.




Splash’s May 2020 release includes key new capabilities to empower people across
your organization to take advantage of marketing’s highest ROI channel: events —
including virtual ones.




First up: Say hello to Team Manager ↓, your one-stop-shop for centralizing user,
role, and group management in Splash. Self-service platform access has never
looked so good, and it’s coming your way.




Speaking of self-service, it's never been easier to host online events that get
results. Virtual Branded Themes ↓ will have you up and running in minutes with
event marketing assets specifically designed for webinars and live streams, with
setup tips and tricks baked in.




If you've ever wanted to schedule guest list updates ↓, now  you can. It's easy
to keep your management team current with the guest list via email (so you can
focus on the interesting parts of your job). If visibility is important to your
organization, this one’s for you.




Last but not least, our checkout page would like to say thank you, merci, danke,
and děkuju. Now, when global users purchase their tickets, their checkout
experience will be localized in their language ↓. Czech it out.




Plus, integrations with ON24 and Zoom, and a new touchpoint — Virtual Event Page
— are coming soon.




Let’s go!



HELP YOUR TEAM GET VALUE OUT OF SPLASH: TEAM MANAGER


• Quick Start: Splash Host App for iOS
• Splash Host App for iOS

• Splash Host App for Android

person next to them?








Ten years later, our annual conference attracts nearly 20,000 customers and
partners, our company has grown to 4,000 people, and we have a first-class
marketing team with dedicated event professionals who are the best in the biz.
Events have been a crucial part of our brand and help us better connect with our
community, evangelize our customers, and ultimately grow our company.


Here’s how we did it:

Team Manager enables self-service at your organization. By adding and removing
users, designating roles, and organizing groups all in one place, admins can
manage users flexibly and efficiently, at scale.




Take it from Product Manager Jon Saft: “We love scaled event programs, so we are
here to ensure that anyone interacting with your event program has all the
essential tools to be great, and perhaps more importantly, no unnecessary tools
that could cause problems.”

 




Don’t wait to get teams up and running in Splash. Give your team appropriate
access to take advantage of everyone’s expertise.

 

How do I get Team Manager? Team Manager is available now for new users with a
Splash for Business license. Existing users will receive an email when Team
Manager becomes available in their accounts. Learn more about when your team
will get access.

 

Gimme gimme more (resources). Watch our on-demand webinar to learn how to
streamline event programs, facilitate approvals, and uphold enterprise standards
with Team Manager. And don’t forget to check out the help topic for a full
feature walkthrough.

Host Best-in-Class Online Events: Virtual Branded Themes

In less than one week, our Virtual Branded Themes became Splash’s most popular
event marketing templates — and the reason why is obvious. Today, event
marketing programs for virtual events require best practices and your brand
built in.


These themes are simple, designed to convert, and set up to showcase your brand.
Included are a dynamic event page, registration form, email templates, and a
share card (everything you need to promote and host your virtual event).


"We built Virtual Branded Themes for the virtual attendee — and also to make an
event manager’s life easier. This meant including default, yet optional, blocks
to toggle on and off, like resource lists, speaker layouts, and
video embeds for pre-recorded and live stream options. As an added bonus, each
video block is pre-populated with pro tips that directs the host on how to use
the block optimally." - Pete Richardson, Senior Education Manager





With Splash, you’ll be hosting beautiful, on-brand online events in no time —
because there’s no sense in reinventing the wheel when you’re moving from
in-person to virtual events (and back again).


How do I access these themes? Splash for Business users can check out our
Virtual Branded Themes, Connect and Stream, anytime by clicking New Event from
the Event Dashboard and selecting the Webinar / Virtual Event type.


Can I get step-by-step instructions for how to set up my Virtual Branded Theme?
We thought you’d never ask. Check out our help topic to get up and running in
minutes with everything you need for a virtual event — from registration pages
to customized emails and a post-event experience.


KEEP EVERYONE IN THE LOOP: SCHEDULED GUEST LIST UPDATES AND LOCALIZED CHECKOUT
PAGE

We’re excited to share two major ways Splash helps people get the info they need
about events, in the way they need it.


First things first: You can now schedule automated guest list updates. Save time
by selecting Guests > Export, and toggling on Scheduled Export. Updates can be
sent daily or weekly to anyone with an email address.



Next up: When you’re selling tickets for an event, the last thing you want is
for the checkout experience to be confusing. What's a great pre-req to ensuring
your guests know what they’re purchasing? Speaking their language. Today, the
checkout page in Splash will render in any of seven languages a user’s browser
is set to.


It’s not every event marketing platform that considers every step of an event
from both the host’s and guest’s point of view. But we’re not every event
marketing platform. We’re committed to helping you and your team scale.


How do I get my hands on Scheduled Guest List Updates and Localized Checkout
Page? They're already available in your account. Just log into Splash to get
started!


Wait, I want a little help from my friends. Great news! Where there’s a need,
there’s a help topic. Here’s one for guest list exports and another for our
ticketed events. Let us know what you think.

Coming Soon


Our product and engineering teams are constantly releasing new features and
functionality to make Splash work hard for you. And we’ve got some major new
features on the horizon to keep your team moving the needle with virtual event
programs.




An all-new touchpoint — our Virtual Event Page — gives you, the host, the power
to embed a virtual event stream, perfect the day-of experience using a dynamic
event page, and gate and automate your check-in process to capture guest data.
Catch the on-demand webinar to learn more from product experts Perry Piep and
Mike Siegel.



 


Did we mention that we’re expanding our native webinar integration library?
BlueJeans, check. ON24 and Zoom are batters up. Learn all about what’s coming
your way next month with Product Manager Tim Alexander as he walks through
automating your webinar strategy by leveraging the tech already in your stack.

Stay Current


Subscribe to What’s New to stay up to date with monthly product releases. For
the Splash-obsessed, we also rolled out the Release Log, updated weekly with
info about every platform update (no matter how small!). How’s that for
transparency?





Here’s to scaling event marketing programs together.


Not on Splash yet?

 


Watch our product tour or request a demo.




For example, if you see in your analytics that one organization isn’t engaging
with the initial email, it probably means they have a very strict firewall in
place. So, now you know to follow-up personally or adjust your strategy for the
next email.


This first email could come in the form of a teaser email to drum up buzz for
your event, or even something a little more vague to get people interested (and
curious).





PUT THE RIGHT TOOLS IN PLACE


Here’s an example of a great looking event email:

Image: Penguin Random House

Image: Conference Matters

Show your sales team the data and the ROI they get for taking those extra
minutes to get people to register. Show them that their time investment is worth
it.

Amy Barone, Senior Director of Marketing Events & Engagement Programs at Tableau




4. Take Care of Your Lists

Image: Google Books

When it comes down to it, the goal of any event is to grow and nurture the
relationship between your guests and your brand — whether you’re promoting a
product, building community, or looking to increase brand awareness.

You also need to think about who you’re sending your emails to. Make sure you’re
only sending to your engaged recipients — a good rule of thumb is to send to
those who have opened or clicked emails in the past few months.


And of course, don’t send emails to users who have unsubscribed or whose emails
have bounced in the past. This also means you need to constantly maintain your
lists, and update them with any unsubscribe or bounce information.

Post-event page made with Splash

This way, guests didn’t have to worry about memorizing each other’s names or
drawing a blank when they turned to chat with the person next to them, and we
also got to show off  our product in a natural way.


5. BUILD UP SENDING VOLUME OVER TIME

One of the best ways to improve email deliverability is to build a solid
reputation with email services by sending high-quality emails day after day.




For example, you shouldn’t just send an email to 500,000 people in one day
(that’s a huge red flag to servers). Instead, build up to a large email send
by breaking it up over several days, and increasing the volume with each send
(in other words: sending to 100,000 people five days in a row isn't great
either).

 


P.S. If you're a Splash customer and considering a large-volume email send, talk
to your CSM about the best approach for your strategy.


6. IP Whitelisting

This is the most effective email deliverability tactic, but it’s also the most
complex to achieve. Depending on your relationship with your guest list (e.g.
VIPs or high-value accounts), you can request that their IT team have your
company’s IP put on a “whitelist,” which would allow your promotions to bypass
any company firewalls.

Even if your event doesn’t require a full seating chart with assigned seats,
think about how you want the flow of your event to go, and how you can create
natural opportunities for meaningful connections.

Image: designworkplan


•   A sense of privacy: a completely private and closed off room for dinner
proved to be an extremely crucial element. At one of the venues, an open section
in the room allowed noise to disrupt the flow of conversation — making it feel
less private and less special of a night compared to dinners that were
completely closed off to the public.

6. Create the best guest experience possible

At the end of the day, throwing events mean nothing if you’re not providing
value to your customers.


At our conferences, we provide “Tableau Doctors” on-site that help customers or
prospects with any questions about our product. Not only do these one-on-one
appointments empower customers to engage with us in a meaningful way, they’ve
also been the critical to driving event ROI.

author


Piper Stull-Lane


Piper is the Senior Product Marketing Manager at Splash. His goal is to shine a
light on new product functionality and help the world understand what's next in
event marketing. He brings a love of analytics to his work from a previous life
at Tableau, and a deep fixation on ROI to every piece of content he slots into
your funnel. Piper is a backpacking fiend, playlist hobbyist, and dreams in data
visualizations.




Our latest event marketing guide has a galaxy of on-site tips and best
practices. Start exploring The Universe of Events.


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