2. The Definitive Guide to Events
Lauren Moskowitz
9/19/2013
Optional
Headshot
Here

3. The Guide to Success!
Agenda
• Pre-Event Plans
• Event Strategy
• On-Site Execution

4. Why Include Events in Your Mix?
1. Branding and awareness
2. Generating leads
3. Engaging with prospects and
existing customers
4. Educating attendees
!

5. In-person engagement matters!

6. Types of Events
Online

7. Types of Events
Physical
Online

8. Event Challenges
You
CEO
Event Plan Discussion

9. Event Challenges
You think the event was a success, but it’s
challenging to show the ROI

10. Event Challenges

11. Set Goals Upfront
What does success look like? Define with key
stakeholders upfront.
Pre-Event:
Engagement
# downloads
on your asset
Jan
During Event:
# booth visits,
# demos, #
attended talk
Feb
Tradeshow Example
Post-Event:
# downloads
on slides - on
follow up
email
Feb
Leads ->
Opportunities
15
Apr
May
3 closed deals
Jun

12. Design Programs to be Measureable
• Once you have the
goals, decide HOW you
will measure – make
sure you have a system
in place

13. Best
Better
Good
Example: Measure to Prove ROI

14. Have a Plan
Do not go into any event blind.
Make sure it is clear:
1.Who
2.What
3.Where
4.When
5.Why

15. Stand Out!

16. Multi-Touch Promotion
Typical Event Promotion:
3 Series Invite
T-3 Weeks Invite
T-2 Weeks Invite
T-1 Weeks Invite
Typical Event Confirmation:
Confirmation Email
Email Reminder 1 to 2 days
prior
Boxpilot (Optional)
Typical Event Follow-up:
Same Day Follow-up Email
Phone Call (Leads)

17. Make it Scalable
Use “Tokens” To
Parameterize
Clone Complete
Programs
Track Costs and Tags
for Measurement

18. Follow-Up Fast
1. Send out post show email that
day.
2. Immediate sales notifications and
“interesting moments”
3. Follow-up survey included
requests for a demo
4. Follow-up offers to continue
engagement

19. Executing Your Event

20. Event Execution Strategy
• Objectives
• Budget
• Target Audience
• Promotion Plan
• Look & Feel

21. Lock in your Budget!

23. Social Promotion
Leverage Social Networks
• Before
• During
• After

24. Infographics

25. Look & Feel

26. Drive Traffic
The Three E’s
–Entice Them
–Entertain Them
–Enrich Them

27. Meetings
• Take advantage of Face to Face
• Reserve Meeting Space
• Create a calendar of meeting space available

28. Staffing & Scheduling

29. Mitigate Risk

30. Event Summary

31. On-Site
•
•
•
•
•
•
•
Make sure all packages have arrived
Send a welcome email
Pre-event meeting on-site
Get there early to set up your booth
Lead Capture
Meaningful Conversations
Post Event Meeting

32. Post Event Logistics
•
•
•
•
•
Load Leads
Email Follow-Ups - FAST
Event Summary
Thank You Note
Measure ROI

33. 3 Big Key Takeaways
1. Identify what success looks like up front
2. Have a great plan beginning to end
3. Execute on that plan& Measure ROI!

34. Thank You!
• Download the DG2EM - bit.ly/Z6PSba
• Q&A