Event Marketing
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Transcript of Event Marketing
Event Driven Marketing: What’s the
Payoff?
Brenda Stier-AnstineMarketing WorksMay 27, 2010
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Why Event Marketing?
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Why Event Marketing?
In today’s market, brand and reputation management
emphasize “experience.”
Understanding how audiences interact with,experience and leverage a brand is key.
Why Event Marketing?
40% of leading marketing-driven organizations will allocate MORE to experiential marketing as a
percentage of their overall spend.
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Why Event Marketing?
In healthcare, pharmaceutical and biotech and consumer products and services,
“Increase awareness of the brand/product” is respectfully “the #1 and #2 priority.”
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Why Event Marketing?
68% say in tough economic times it’s even moreimportant to engage stakeholders
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Why Event Marketing?
89% agree experiential marketing buildscustomer relationships for the long term
73% agree experiential marketing generates sales/leads in the short
term
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Why Event Marketing?
79% aligns internal audiences with brand/business goals
86% experiential marketing increases
awareness of the brand/product
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Why Event Marketing?
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Why Event Marketing?
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Time vs. Quality Time
Spending “quality time” with customers not only exposes them to the brand but allows them to interact with the brand
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Time vs. Quality Time
Face-to-Face & E-CME Dominate in North America
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Time vs. Quality Time
It is all about time in measuring ROI because experiential marketing:
• Allows more time to be spent with stakeholders
• Requires less time to inspire action among participants
• Leads to longer relationships and advocacy that pays off over time
Time vs. Quality Time
Case Study: Neurological Associates
Challenge: Encourage patient referrals from physicians and
increaseawareness of the practice.
Case Study: Neurological Associates
Strategy:• Black-tie Reflections gala • Offer a prestigious award • Encourage media and PR • Partner with a local charity
Case Study: Neurological AssociatesResults:
•100 percent self-sustaining event•Raised $10,000 for charity•250+ attend every year•5-6 hours with physicians and spouses
Time vs. Quality Time
Case Study: Progressive Medical, Inc.RIMS Tradeshow
Challenge: Enhance opportunities to raise margins, improve qualified leads
andgenerate sales to increase revenue and overall market share.
Case Study: Progressive Medical
Strategy: • E-mail campaign before
and during show• At-show text-to-win text
messaging campaign featuring daily giveaways: Starbucks, GPS, TV and iPad
Case Study: Progressive Medical
Results: • 17% of booth visitors participated
in text-to-win campaign
• 15% open rate for pre-show e-mail campaign
• 10% open rate for at-show e-mail campaign
• Scheduled face to face meetings
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Pre-qualification Process
• Does it fit with organizational mission and growth strategies?
• Have you set event goals?
• Is there a unique benefit to the customer?
• Will this event compromise the reputation and values of the organization?
Pre-qualification Process
Consider how participants will experience the brand via
touch-points including:
– Invites– Registration– Break out– Agenda– Follow up outreach– Self assessment tools– Other
Pre-qualification Process
• Establish a baseline of perceptions
• Create learning objectives
• Select appropriate formats
Assessment During Event
• On-site surveys
• Informal town-hall forum
• Logistical evaluation
• Anecdotal
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Post Event Evaluations
Speaker Evaluation• Clarity• Relevance
Audience Evaluations• Objectivity• Value
Vendor Evaluations• Performance
Post Event Evaluations
After Action Reports
• What did we do well?
• What could have been done differently?
• What ideas do I have for future events?
Case Study: ADAM
• Entice attendees while maintaining the integrity of the learning curriculum.
• Developed theme that appealed to attendee and decision maker
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Measurements for Success
“Not everything that can be counted counts, and not
everything that counts can be counted.”
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Event Measurement Basics
• Follow-Up With Business Impact
• Deliver to CEO• Quantify
• Current time• Six months• One year
• Spend money on training