How to Create and Manage Successful Events - … Getting Started with Events Pre-event Preparation...

Introduction Getting Started with Events

Pre-event Preparation

Event Day Post-event Metrics and Marketing

Web Events (Webinars and

Webcasts)

Event Support Event Planning Checklist

1How to Create and Manage Successful Events © 2013 Avaya Inc. All Rights Reserved. All trademarks identified by ®, ™, or SM are registered marks,

trademarks, and service marks, respectively, of Avaya Inc.

How to Create and Manage

Successful Events

A Quick Start Guide for Avaya Connect Channel Partners

PlanLearn how events build customer relationships and increase sales.

ExecutePlan and execute a successful marketing event for your company.

+ +





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Introduction

What is event marketing?

Event marketing is a live presentation (in person or online) that is hosted by a company to create awareness, develop solid leads and relationships, and increase sales.

The most frequent and cost-effective types of event marketing are locally organized and hosted speaker events such as lunches, seminars, or executive panels. The same concept online is called a webinar or webcast.

This guide will take you through the creation and management of in-person events and online webinars. In all cases, the keys to success are organization and compelling content. Additional help is available at Avaya Partner Marketing Central (PMC) at avaya.com/partnermarketing under the Events tab and at Avaya MarketLeaders at avayamarketleaders.com under Campaigns and Programs.

Refine Message

Test

GatherResults

Redistribute

Financial Analysis

Competitor Analysis

Business/Marketing Environment Analysis

Target Markets Analysis

Product Analysis

Specific Measurable Achievable Realistic Time-based

Marketing Partners

Trend or Industry Development

Product or Service

Vertical Market

Choosinga Topic

Create Awareness

Develop Leads

Increase Sales

Details

Contacts

Goals

Introduction

BusinessPartner Story

Avaya Story

Hot Technology Trends

The BuyingProcess

Product andApplication Showcase

Wrap Up

CustomerTestimonial

6

2

7

8

5 min.

20 min.

30 min.

10 min.

10 min.

25 min.

5 min.

Interaction

ReachLower costs

Your event

http://www.avaya.com/partnermarketing


http://www.avayamarketleaders.com





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Getting Started with Events

Event marketing can accelerate and deepen relationships with target audiences better than other marketing tactics. That’s why planning for an event is as important as the event itself. You’ll be coordinating with several different partners and vendors, deciding on the subject matter, and calculating budget support. Everything will need to come together to stage a successful event, so be sure to stay focused and organized while planning your event.

Define your goal and audience.

Defining your goal and audience will influence the type of event you choose. That’s the only way you’ll provide information that your audience members find valuable and relevant to their lives.

Is your goal to sell existing products or services? To introduce a new technology? To showcase how communications can solve key business challenges? Would you like to influence C-level executives or customer-facing employees? Consider their roles in their organizations, their levels of knowledge, and their grasp of technological or business issues, and plan accordingly.

Choose an event type for your goal and audience.

Once your goal and audience are finalized, you need to figure out how to offer content that will satisfy both. Ideally, the topic and type of event should address your audience’s needs, desires, or fears in a way that makes your product or service seem like the preferred solution. Here are some examples of events and how they might speak to your audience:

+ Executive panel discussions offer multiple (possibly competing) opinions on a specific topic and encourage Q&A with the audience. This will associate you with the broader industry and community at large. Your audience might be smaller but will most likely skew toward high-level decision makers who want to learn from peers.

+ Featured speaker seminars offer an expert opinion on a specific topic. The audience will probably encompass a broad spectrum of learners, so be sure to target the presentation content to the right audience.

+ Webinars or webcasts offer an expert opinion, case study, or demonstration on a specific topic. Hosting an event online enables a broad reach and is more convenient for your audience. The audience can be anywhere, so be sure that all presenters have good energy and pacing to keep attendees from dropping off.

+ Workshops or demonstrations offer a hands-on introduction to a new product or technology and bring concepts to life in a compelling way. The audience will probably be made up of those below senior management who need to know products intimately.





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Event logistics

Once you’ve determined the “what” of your event, you need to focus on the “when,” “where,” and “how.” Some logistical questions to address at this stage are:

+ Venue

• How many do you anticipate attending (size of venue)?

• Will you be serving food?

• Do you need seats or group tables?

• Who will need to be involved when signing contracts?

• What kind of technology will the venue need to provide?

• Will you need staff? Will the venue provide them?

• Will you need a permit from the town for your event?

• What kind of advertising will the venue allow? Where?

Choose a topic for your event.

Think about your sales goals and the mind-set of your audience, and consider these factors when choosing a topic:

+ Vertical market: Target those in a particular industry or niche market with content that directly addresses their unique needs.

+ Product or service: Introduce a new or improved product or service in a larger business context by focusing on how it addresses big industry needs.

+ Trend or industry development: Show thought leadership on new technology or a new industry practice with an educational presentation that helps your audience grasp it.

+ Marketing partners: Combine your efforts with another partner, a trade association, or an academic institution to add both credibility and marketing muscle.

Refine Message

Test

GatherResults

Redistribute

Financial Analysis

Competitor Analysis



Product Analysis


Marketing Partners


Product or Service

Vertical Market

Choosinga Topic

Create Awareness

Develop Leads

Increase Sales

Details

Contacts

Goals

Introduction


Avaya Story


The BuyingProcess


Wrap Up

CustomerTestimonial

6

2

7

8

5 min.

20 min.

30 min.

10 min.

10 min.

25 min.

5 min.

Interaction

ReachLower costs

Your event

Our events checklist at the end of this guide will provide you with a comprehensive preparation strategy for your event.





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+ Date and time

• Is your subject matter tied to a product launch or other calendar-based event?

• What time of day is your event? What time of year (weather)?

• How long will your event be?

• How far must you plan ahead for approvals and marketing materials?

• Have you cleared the date with your speaker before publicizing the date?

• Will you create save-the-date mailings? Invitations? Offer incentives?

+ Financials

• What is your budget for this event?

• What is your estimated return on investment? What do you want to achieve, 10 new leads? Three new proposals? One closed deal?

• Will your budget require approval?

• Are there partner or other funds available? Can you find sponsors?

• Will your event be free, or will you charge a registration fee? If you charge a fee, you’ll be responsible for providing secured financial transactions.

• Can you negotiate with the venue? Ask about validated parking, food service, and other charges.

• Are there any associated municipal fees (permits, security, etc.)?





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Pre-event PreparationWith the basics of your event decided, it’s time to engage others and put your plan into action. This phase will have a lot of moving parts, so it’s crucial that you take the lead in organizing yourself and others around the common goal of a successful event.

“Show flow” operating schedule

A good way to keep track of all the moving parts is a single master spreadsheet (Excel or similar) that lists all details of the event, contact information for the players, and goals met or still in progress. This “show flow” should be a living document, used at every stage, and revised as needed to ensure that nothing is left to chance.

Invitations and registration

Send out professionally produced and targeted registration invitations about three or four weeks before the actual event (sending earlier is not necessarily better). Drive your audience to register via email, phone, or online form.

As with all direct marketing, the list you mail to means the most. Make sure you’re reaching out to a list of people who will be interested in your topic, and expect a realistic number of responses. A 2003 Direct Marketing Association response rate study estimates that response rates are usually about 2 percent.

Event personnel

The amount of personnel you need to support your event will depend on the scale of the event. At minimum, you’ll need people for:

+ On-site check-in: Someone to confirm attendees as they arrive and register walk-ins for the event.

+ Hosting the presentation: Someone should act as a host for the event, giving the audience background and context, presenting the speakers, and managing any Q&A.

+ Speakers and panel members: The headliners invited to address the audience.

+ Catering staff: If your event will serve food, you’ll need to coordinate with the venue or a third-party catering service to determine the menu and timing of food service.

+ Event staff: Your event staff should be very familiar with your brand, your products and services, and your marketing objectives. Your staff will be your company’s face for the duration of the event, so choose wisely and educate them well.

Refine Message

Test

GatherResults

Redistribute

Financial Analysis

Competitor Analysis



Product Analysis


Marketing Partners


Product or Service

Vertical Market

Choosinga Topic

Create Awareness

Develop Leads

Increase Sales

Details

Contacts

Goals

Introduction


Avaya Story


The BuyingProcess


Wrap Up

CustomerTestimonial

6

2

7

8

5 min.

20 min.

30 min.

10 min.

10 min.

25 min.

5 min.

Interaction

ReachLower costs

Your event





Webcasts)




Presentation content

You don’t have to create your presentation alone. You can tap into your professional network to partner with someone else, bring in an industry expert, or use resources available through Avaya. We recommend the following agenda for a successful presentation of roughly two hours:

1. Introduction: To kick off the event (a joint presentation if applicable) 5 minutes

2. Partner story: Your company elevator speech 5 minutes

3. Company story: Market, key customer challenges, tech trends, our relationship 20 minutes

4. Hot technology trends: In context and the solution you offer 30 minutes

5. The buying process: Your business practices and financing 10 minutes

6. Customer testimonial (optional): A satisfied customer speaks 10 minutes

7. Product and application showcase: Live demos with Q&A 25 minutes

8. Wrap-up: A time to encourage attendees to network 5 minutes

Tips for a smooth presentation

Practice! Do a dry run.

+ Keep your visuals simple and not cluttered with too many words.

+ Work with the venue to plan on-site signage (banners, podium dressing, etc.) and to coordinate any technical needs for projecting, Internet access, etc.

+ Encourage any speakers to arrive early and familiarize themselves with the space, presentation, projection, and transitions.

+ View your presentation area from the audience’s perspective. Use risers, move projection screens, or ask for podiums if needed.

+ Decide ahead of time how to run a Q&A session. Will you need microphones and runners to move the microphones around the room?





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Event Day The big day has arrived. The trick is enjoying it! While a lot will happen on event day, the preparation and partnerships you’ve focused on should make things go smoothly. Be sure to keep these important themes in mind as the event unfolds:

Audience engagement

A marketing event is a substantial opportunity for you to interact with your existing and potential customers. To build your lead funnel, you should focus on the people attending the event as much as, if not more than, the event itself. Here are some easy ways to encourage dialogue that may turn into a sale:

+ Greeting

• You’ll most likely have a check-in table for your event. Be sure your staff welcomes everyone warmly and issues a name tag. Beyond that, you should do your very best to personally greet everyone who attends. Even a simple introduction can make a guest feel valued and go a long way toward putting a face to a potential sale.

+ Question-and-answer session

• Make sure your audience is empowered, not lectured to, by including time for questions during the presentation. Often, the questions you hear from your audience members will give you more valuable insight into their needs and mind-set than almost any other marketing tactic. The event should be a dialogue, not a monologue!

+ Survey

• You can get immediate feedback on your event by encouraging attendees to fill out a short survey that gauges how the event met their expectations, how it might influence their purchasing decisions, and what they’d like to see in the next event. You can also collect contact information through the survey.

+ Follow-up

• Be sure to follow up with every person you invited to your event. Thank those who attended via email or postal mail, and encourage them to contact you with any questions they may have. Send a “sorry you couldn’t attend” note to those who missed the event, offer them access to the content you presented, and provide contact info if they have any questions. Event support materials can be found at Avaya Partner Marketing Central (PMC) at avaya.com/partnermarketing under the Events tab.

http://avaya.com/partnermarketing





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Effective presentation

At some point, all eyes in the room will be focused on the presentation. Whether you or someone else is presenting, it’s important to reward your audience members for their attendance and attention with a presentation that excites and educates. Here are some tips to keep in mind for an effective presentation:

+ Practice, practice, practice. Rehearse the presentation several times before the event, and try to mimic exactly how it will be done live with movement and volume.

+ Less is more. Any visual aids for the presentation should be simple and bold, not cluttered or overly embellished. The materials should support what is being said without distracting from it.

+ Read the crowd. Be sure to look at your audience members periodically and read their body language. Simple things like changing the pace of delivery or the volume of your voice can bring a drifting crowd right back into the presentation.

Logistical considerations

The idea that everything you’ve planned has to come together smoothly in just a few short hours can be daunting. If you have a “show flow” spreadsheet, you can be sure which logistics are green lights and which are yellows. Most logistical issues should be resolved before event day, but if issues arise, keep a cool head and rally others to help work them out.





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Post-event Metrics and MarketingThe work doesn’t end when the audience leaves. It’s just as important to gauge the success of your event and to move all leads closer to a sale. Measuring your event’s success starts immediately after the event concludes. Post-event follow-up is critical; it is the conversion from interest into opportunity. Follow these guidelines to optimize the impact of your event:

Measuring success

+ Encourage attendees to complete a post-event survey either at the event or immediately after (via email or direct mail). Also, consider giving out an incentive gift for participating. You’ll quickly learn if expectations were met and how you can improve for your next event.

+ Feel free to conduct informal exit interviews with attendees before they leave. You might gain valuable insight from people who don’t want to complete surveys.

+ Compare pre-event and post-event sales from key accounts that attended the event to see how the event may have influenced purchases. If your relationship allows, discuss your hypothesis with your customers.

Marketing for sales

+ Follow up with every person you invited to your event with a thank-you or missed-you message (phone calls are best). This is where you need to convert the interest from the event into an opportunity; this should be done within 48 hours of the event.

+ Consider reusing content from this event for other marketing purposes. Use comments written on surveys, recorded interviews, and photos for your website and blog.

+ Be sure to quickly update your database with gathered leads. The sooner you update your mail and email lists, the sooner you can reconnect with leads.

ROI measurement

+ Easier to measure:

• Presence and visibility at the event

• Attendance at event versus past events

• Value (scoring) of the attendees

• Titles, decision responsibility, segments

• Competitive comparisons (did we win versus a key competitor?)

• Conversion of your attendees to appointments

• Conversion of appointments to sales

• Value of sales attributed to event

+ Harder to measure:

• Did you establish differentiation?

• What other factors influenced event yield?

• Post-event recall and perception shifts

+ Typical measurable program costs:

• Cost of discounts and incentives

• Cost of event

• Sponsorship

• Hospitality

• Premiums and giveaways

• Travel

• Booth cost and support materials

• Pre-event promotion to attract traffic

• Post-event follow-up with leads





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Web Events (Webinars and Webcasts)A somewhat simpler way to deliver an event to your customers is with a webinar or webcast. It’s simpler because you don’t have to arrange a physical gathering space and all the associated logistics. However, Web events have their own set of unique technical considerations.

Your role in the web event

You should prepare for webinars and webcasts like any other seminar or event:

+ Have a dynamic host and speakers who will keep remote attendees engaged.

+ Adhere to an agenda to keep the session brisk and informative since attendees can log off at any time.

+ Create content that will engage your audience and convey your key messages.

+ Share supporting materials with attendees to demonstrate or reinforce points (video, spreadsheet, website, etc.).

+ Follow up with all invited guests as you would with an in-person event.

Refine Message

Test

GatherResults

Redistribute

Financial Analysis

Competitor Analysis



Product Analysis


Marketing Partners


Product or Service

Vertical Market

Choosinga Topic

Create Awareness

Develop Leads

Increase Sales

Details

Contacts

Goals

Introduction


Avaya Story


The BuyingProcess


Wrap Up

CustomerTestimonial

6

2

7

8

5 min.

20 min.

30 min.

10 min.

10 min.

25 min.

5 min.

Interaction

ReachLower costs

Your event

Benefits of web events

+ Reach: By hosting an event online, you are not limiting your audience to those nearby. You can extend your reach globally to anyone with an Internet connection.

+ Interaction: Web events can include the same Q&A sessions as live events, plus live polls, post-event surveys, and document sharing.

+ Lower cost: The only costs associated with the presentation will be the webinar software and the fees for the presenter. In most cases, attendees join in for free.

Choosing a provider

Whether you hire a vendor for your webinar or you purchase the software to do it yourself, here are some important things to consider in your selection:

+ Easy access for attendees: Make sure the technical requirements for viewing and logging in aren’t too difficult.

+ Easy sharing capabilities: You may want to share unplanned content in response to a question (for example, show a live website). Make sure you can share content with all attendees simply and quickly.

+ Video: This is especially important if you want to broadcast a live feed of your presenters.

+ Simple attendee interface: Examine the screens your attendees will see, and make sure you would use them.

+ Polling: This is a quick and easy way to get feedback during or immediately after the event.

+ Pricing: Determine your budget and shop around. Vendors offer several rates: by-the-minute, hourly, quarterly, annual, or one-time usage pricing (prices range from 35 cents a minute to $750 per month and up).

+ Try before you buy: Be sure to try a demo of the software before purchasing, and watch for delays, slowness, and other technical glitches.





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Event Support

Event marketing is an ambitious but extremely effective way to interact with your customers. If you feel overwhelmed by the idea of organizing an event by yourself, you have at least two options for assistance: Avaya or an event marketing company. Avaya provides a few toolsets that can streamline your event planning process:

MarketLeaders program

The Avaya MarketLeaders program offered in America and Canada is an integrated program designed to help you generate leads which can then be managed, cultivated, and moved through the sales cycle. Part of this program is a collection of event programs that you can use to support your events. Find out more at avaya.com/partnermarketing.

Available event programs

+ Road shows: A one-day customer event that supports a half day to full day of presentations.

+ Lead generation lunches: A two-hour customer event consisting of 30- to 60-minute presentations in addition to lunch.

+ Lunch and Learns: A one- to two-hour lunch meeting to give sales reps information and training on new and existing products.

+ Sales incentive programs: A three-month program for your internal sales team.

+ Trade show support: Connect with vendors that offer a broad range of flexible, cost-effective resources.

Event marketing companies

There are many companies dedicated solely to event marketing. They can offer you a comprehensive range of services for events of all sizes, including:

+ Event concept

+ Budget management

+ Venue selection

+ Stage and environment design

+ Script writing

+ Music and video production

+ Computer animation

+ Project management

Contact your Channel Account Manager or local Avaya Marketing Manager for assistance with engaging an event marketing company.






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Event Planning Checklist

Event Planning Action Item Dates Done?Getting started 8 weeks before the event

Select a theme.

Engage with your Avaya Account Manager and designated Avaya Channel Marketing Manager (if assigned).

Determine the objective of the event: technical, sales, customer/migration/loyalty benefit, consultants (technical versus sales versus general education).

Determine the target audience: CEO/principal, senior manager, IT manager (most small business customers do not have an IT staff), sales managers, consultants, technicians, customers, prospects, sales personnel, etc.

Establish the budget: plan for any sponsorships.

Determine the type and length of the event: breakfast seminar, open house, association, Lunch and Learn (two to four hours recommended).

Consider possible venues to hold the event: target 20 participants—we’ve seen success with as few as three.

Think through whether product demonstrations will be performed and who would give the demos and what equipment is available.

Decide what types of incentives (if any) you might want to add: special giveaways, drawings for attending, free service call, fun and cool prizes (add a notification to the invitation).

Confirm a date and consider the time of your event: businesspeople prefer breakfast or lunch hours when they can typically be away from their own business (eat and learn).

Select and confirm all speakers and book the date on their calendars.

Confirm with participants your availability to deliver and manage an entire solution (network service, voice, data, product, applications, financing, service, maintenance).

Plan the agenda (show flow).

Invitee list 7 weeks before event

Consider all attendees (customers/prospects/new) and collect records, particularly email addresses.

Avaya may be able to support events with local records for invitation purposes; contact your Channel Marketing Manager for details (need 10 working days).

Evaluate the best possible invitation method: telephone call, email, US Mail, ad in newspaper, door-to-door, or other.

Determine a count for the number of invitations needed; assume a 2 percent attendance rate.





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Event Planning Action Item Dates Done?Determine if you will invite partners (Avaya DeveloperConnection partners, finance [AFS], software and hardware vendors, local service providers, etc.). Ensure that your company has the bulk of time and opportunity to forge relationships with attendees.

Book room in your office/hotel/Avaya Briefing Center or other location:

› Seminars in office buildings can cause some attendees to feel that they are being trapped in a high-pressure sales situation.

› Consider known restaurants (meals not required), and be creative (think outside the box): bowling centers, museums, etc.

› Think through perceived travel distance (20 minutes tops).

› People prefer places they are familiar with, are convenient to get to, and are in neutral territory.

› Low-end versus high-end—what image do you want to project?

Design the room layout.

Select food and beverages and place the order.

OPTIONAL: Order miscellaneous items such as directional signage, banners, notepads and pens, giveaways, day theme, etc. Be creative and create a fun environment.

Evaluate special connections required to power product demonstrations, and discuss the requirements with your venue contacts.

Consider what tools the participants should have during the session, such as handouts and supporting session materials like brochures.

Select and place an order for the type of audiovisual equipment needed (whiteboards, easels, or other classroom-type equipment). Consider all presenters, Q&A sessions, and brainstorming activities (projectors that connect to laptops are expensive to rent; consider using your own equipment if the venue will allow it).

Prepare invitation 6 weeks before event

Determine the invitation format (US Mail, telemarketing, flyer, ads, or email): email invites are recommended with a PDF to leave behind (for sales and technicians) to invite customers to participate (consider adding a link to your portal).

Write invitation copy:

› Specifically state whether a meal or refreshments only will be available.

› Know your target market’s most significant emotional concern, and title the seminar to address that concern or play off your company tagline.

› Add content that mentions prizes or drawings if any (not necessary).





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Event Planning Action Item Dates Done?Consider Avaya’s value-priced offer to engage with Faction Media, Mind Design, or Hanlon Creative for creative development, registration, and execution of seminar materials (fee-based).

Order the postage (if needed).

Decide what customer information to capture in the RSVP.

Select the RSVP method: telephone, fax, email, web registration.

Use plain #10 window envelopes with a first-class stamp. For best results, the printing on the envelope should be a personal return address and not a commercial name.

Assemble, label, and seal the envelopes.

Start mailing invitations, calling, and advertising (between six and four weeks before the event).

Presentation format 4 to 5 weeks before event

Formalize the program content/agenda. Do not give a product seminar (think solutions and benefits).

Present a concept seminar: ideas on how the attendees can improve their own business.

Consider customer challenges and how they impact operational performance and hinder technology spending and adoption:

› Rising operating costs and limited discretionary spending

› Greater competition from domestic and multinational firms

› Limited public and private sector funding opportunities (impacts small business the hardest)

› Lack of in-house IT staffing/resources, which hinders faster migration to new technologies (small business market)

Recognize spend drivers:

› Need to realize operational efficiency by replacing existing, outdated software

› Declining telecom hardware and service prices—affordability of advanced, integrated solutions

› Growth in e-commerce that drives new technology investments

› Corporate structural changes (mergers and acquisitions)

› Greater availability of advanced telecom services and solutions

› Growth in mobile workforce (wire line and wireless services)

› Examples of impacting legislation: Sarbanes-Oxley Act (SOX), Health Insurance Portability and Accountability Act (HIPAA), and other laws creating greater demand for advanced telecom and IT products and services (financial and healthcare services)

Make sure attendees get to speak with you and your company and not just guest speakers.





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Event Planning Action Item Dates Done?Mail/email

Send out invitations.

Consider follow-up contacts (phone, email, mail, personal visit, etc.).

Handle return mail follow-up.

Prepare seminar kit 3 weeks before event

Plan content for the handouts.

Make copies of the presentations, white papers, brochures, agenda, etc.

Create a seminar questionnaire to gather feedback; keep it to less than five questions.

Package the attendee giveaways.

Assemble the seminar kit.

Catering 2 to 3 weeks before event

Validate your catering order (consider breakfast, lunch, snacks on tables, drinks).

Full meals are not required (even if held in a restaurant).

Reconfirm the number of attendees for the food and beverage order (three days before the event).

Revalidate and personally discuss catering order during the morning of the event

Staffing the event

Finalize the staff/volunteer schedule.

Schedule a pre-event meeting with speakers and staff.

Determine who will staff any demo areas (bring equipment).

Establish a dress code for the staff and speakers.

Determine staffing requirements, if any, for the registration desk, etc. (if any)

Preregistration 1 to 2 weeks before event

Create a list of preregistered customers from the RSVPs received.

Email “Yes” RSVP confirmation.

Develop a form for walk-in registration.

Remind registered “Yeses” at least three days before the event.

Registration 1 week before event

OPTIONAL: Decide on the format for name badges (give yourself ample time— especially if doing something unique versus just purchasing badge supplies at the local office supply store).





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Event Planning Action Item Dates Done?Order badge stock.

Order sleeves and clips.

OPTIONAL: Print badges for customers that have preregistered and sent RSVPs.

3 days before the event

Prepare an email for no-shows: hold it until after the event (see post-event).

On-site: Day of event

Arrive early to confirm setup and prepare theme, if any.

Consult with room preparers, food, and A/V and care for other logistical details.

Arrange handouts, participant materials, feedback forms, and branded items on the registration table or in the main room.

Make walking into the room an exciting experience.

Meet with the speakers and staff to review the event plan/agenda.

Validate the demo equipment works and connections are made.

Ensure that there is audio on the laptop running any type of demonstrations or video clips.

Bring a printout of customers who have pre-registered:

› Preregistered attendees marked

› Preregistered no-shows marked

› An area for adding walk-ins

Collect questionnaires/surveys and all left over materials at end of day

Make sure sales personnel have opportunities to set appointments

Bond with and thank participants as they are leaving.

Post-event Within 5 days after the event

Plan for the next event within 7–8 months: appoint a team and select a date.

Transmit a thank-you email to attendees with the next date and an exciting post-show offer.

Send a “sorry we missed you” email to no-shows with the next date and a promise of a follow-up call. Contact the no-shows with a post-event offer of a hassle-free technology consultation at no charge.

Update your company database with attendees’ contact information

Additional help is available at Avaya Partner Marketing Central (PMC) at avaya.com/partnermarketing under the Events tab and at Avaya MarketLeaders at avayamarketleaders.com under Campaigns and Programs


http://www.avayamarketleaders.com

How to Create and Manage Successful Events - … Getting Started with Events Pre-event Preparation...

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