Télémétrie

Le plan marketing d'un événement« comment dépasser l'éphémère et créer une relation à long

terme avec la cible d’annonceurs B2C & B2B »

• Module 1: Measure the key figures and draw the line

• Module 2: Profile and Meet the targets at the right time with the right message

• Module 3: Boost the performances thanks to the right technologies

Plan

• Master the key datas of your future business

• Understand the challenges of your clients

• Create added values for your clients

Why

• Intuitive: Follow your feelings

• Innovative: Develop Brand new concepts

• Interactive: Please ask me your questions

How

Event

avant aprèspendant

(retro-)planning

Module 1Measure the key figures and draw the line

What is the ROI ?

What can we rate?

Why?

How?

Introduction

Create a strategy

Before going in the organisation of an event, we have to

define some objectives :

-the target we want to reach

-the message we want to deliver

-how we have to deliver it

But also the wanted results and the

impact you want to leave.

Allocate

The COM

budget

?

Communication Budget

The most important thing is

to select the right target

in order to maximize the

numbers of sales.


Top

Mid

Low

Q1 Q2 Q3 Q4

Allocate

The budget

to the right target


And good investments lead

to more money. And more

money = a bigger budget

that can be allowed to

events.


Increase

the budget


What

Asking the right questions…

Before…

…during…

…after

time

Action

Perf

orm

an

ce

LeadsAttendees

Registration

W

W -

1

W -

3

Best case

Worst case

Company L- Mr X- Mr Y

Company OCompany V- Mr Z- Ms E

……..

(pre-)Selection & Invitation

Market

ClientsCompany L- Mr X- Mr Y

……..Company L- Mr X

……..

W-6-20W-3to6

„D‟ Day W or W+8weeks

New SalesParticipationRegistration

Hit % Show% Leads% Deals%Coverage%

ExtraDatabase

Back to the choreography

ExamExam

31750

3503

29249

3414

26751

4818

0

5000

10000

15000

20000

25000

30000

35000

Invitations Registrations

2005 2006 2007

Hit % 11.03% 11.67 % 18.01%

Results

Registration

DdayD - 7D - 14D - 28 D - 21Start

Timeline

1400

1200

200

400

600

800

1000

InviteesCurrent timing : Dday - 32

Invitees: 5000 Registration: 1200 Attendees: 1000

Attendees

1st forecasting

based on previous

experiences

Re-launch Them !

Voice deposit (450)

GO ?Pro-active Advises

According previous

Experiences

on these contacts

behaviour

Confirm NOW !

SMS push (300)

GO ?

Forecast your actions

Break ?

But also at the beginning of

the work

How?

time

To attract people, it’s better to

find a unique location

take a top star

propose exclusive items

advance 1-2-1 approach

expose a strong and exclusive communication

What do we have to do?

1- reach quality and quantity objectives thanks to a

performable dashboard


2 – create an added value segmented by guests before, during and after the event.


3 – profile and better know my customers.

And rate the degree of satisfaction,

the membership

and the emotion created during the campaign.


4 – create brand loyalty by speaking to clients

depending on theirs needs.


5 – justify events‟ investments.

What‟s that ROI?

In finance, return on investment

(ROI) is the ratio of money gained or

lost on an investment relative to the

amount of money invested.

(returns) – investmentsROI =

investments= Y %X 100%

What‟s that ROI?

Press & PR

returns

Database up-

grade & up-date

Brand visibility

estimated value

Direct Sales

Potential extra

sales

100 %

Others

(e.g. web hit,…)

Returns categoriesCash perspectives

= Estimated value

= Equivalent media value

= Opportunity cost

= Media value

= Potential cash

= Cash

What‟s that ROI?

You invest 100€, I give you 150€ in return

You invest 100€, I return you 125€

and maybe 25€ in the future

With the 100€ you’ve invested, I’ve collected more

information about people who were present at the

event. You don’t need to pay extra cost

We were on the cover of ComMag,

that’s visibility!

You don’t have to pay the press

because people are speaking

about your past event




Plan

Module 2

Information and relations managing platform

What’s profiling?

How can we fulfil a database?

What’s a database?

How can we segment consumers?

How can we target them?

How much money should we allocate to each segment?

Profile and Meet the targets at the right time

with the right message

Five questions

1 – Five questions about your client…

1) What’s his potential ?

2) Who’s taking decisions in his company?

3) What’s his consumption profile?

4) Who’s managing him?

5) How much money can we spend for this client?

Client

1) What‟s the client potential?

ou ou

Is he a big or a little consumer?

Client

2) Who‟s taking the decisions in

his company?

Influencer Budget ownerDecider

You have to know all the people who are taking the decisions inside the

company because you might spend a lot of money on someone who doesn’t

have the power !

What does he read?

3) What‟s client‟s

consumption profile?

What does he eat?

Where has he made his studies?

Client

3) What‟s client‟s

consumption profile?

Does he work for a big company or a little one?

=> That will have an effect on his purchasing power

4) Who‟s managing this client?

t

4) Who‟s managing this client?

??

Is he a top consumer?

5) What‟s the MarCom by clients ?

Client

Or a middle one?Client



≠

ClientClient

It’s important to keep in mind that every client is

different from the other

T op

M iddle

Low

TOP(Top Accounts)

COR

SME

? Which are the most

Profitables segments

Which

budget/ segments ?

T op

M iddle

Low

Clients‟ Lifetime Experience

Q1 Q2 Q3 Q4

Top consumers are supposed to be more loyal.

Permission marketing

is a term used in e-marketing. Marketers will ask

permission before they send advertisements to

prospective customers.

It requires that people first "opt-in", rather than

allowing people to "opt-out" only after the

advertisements have been sent.

The term was coined by Seth Godin in his book of

the same name.

wikipedia

Some difficulties

What’s the client’s

profile ?

What’s the client’s

potential ?

How to attract him

?

What’s his

power ?

Increase proximity and contacts

© V.O. communication sa/nv -

2007

46

T op

Campagne

M iddle

Low

Avant Pendant Après

Campaign Management

€€€€ €€€ €€

7 contacts

/ campagnes

5 contacts

/ campagnes

3 contacts

/ campagnes

At each step of the action we have to

collect more and more information about

our client.

Campaign Management

…

# p

eo

ple

# d

ata

Selection Invitation Registration Participation Lead

Event

Campaign Management

Proximus B2B Case

T op

M iddle

Low

CAMPAIGN BOOSTERPerspectives

We have information about that man.

We know that he’s a middle

consumer for example.

Agencies access

HQ access

PerspectivesCAMPAIGN BOOSTER

Every person in charge

of the action has a

different access to the

information.

Manager

access

And we can calculate the average ROC

for each segment.

Perspectives

T op

M iddle

Low

TOTAL

1400%

(1.500.000€-100.000)

100.000€

1000%

500%

e-DM

XX%

XX%

XX%

e-invit

XX%

XX%

XX%

e-news

XX%

XX%

XX%

MEOS

…

…

…

Events

…

…

…

Workshops

…

…

…

Perspectives

Your questions

business @ctivation solutions

movie

http://clabedan.typepad.com/photos/uncategorized/bluetooth_logo_1.jpg

L‟utilisation des nouvelles

technologies dans le monde

événementiel

Emmanuel Mossay

VO communication




Plan

Illustr ative

TOP COR X0 Individual RMP ApproachWho, Goals, retro-planning

Use

rs

& U

nio

ns

<10 %

10 %

40 %

50 %

100 %

Influ

en

ce

rs

(Fin

, M

kt)

Ma

in

DM

(IT

/Te

lco)

He

ad

of …

(sig

na

ture

)

TO

P 5

Of th

e C

Y

Q2 Q3 Q4 Q1

Deal !

Tools

To create

Existing

Re-active

Pro-active

Power

Tailor-

Made

Event

Events‟

Catalogue

Ticketing

M*

VisitsYMTC

„MNP‟

Internal

Event

GSM

Privé

Internal

Event

Events‟

Catalogue

Ticketing

Clubs‟

Events

MCM

1-2-1

Meeting

Vertical

Events/

Fairs

Events‟

Catalogue

Tailor-made

Telecom

Fairs

Int.

Orange

Event

Innovation

Club

Yearly

Top

Cor

Event

BGH

& N°1

1-2-1

Meeting

M*

Visits Telecom

CITy Events‟

Catalogue

Ticketing

„MNP‟

Internal

Event

GSM

Privé

Internal

Event

Yearly

Top

Cor

Event

Get

A GO

For OZ

Prove

Quality

Demo

Black

berry

Speed

The

closing

Coming

Up-

selling

Case

70

Use

rs

& U

nio

ns

Influ

en

ce

rs

(Fin

, M

kt)

Ma

in

DM

(IT

/Te

lco)H

ea

d

of …

(sig

na

ture

)

TO

P 5

Of th

e C

Y

PROCOR

To create

Existing

DMU

Telecom

City

250 att.Telindus

Symposium

200 att

Clubs

(Chambers)

340 att.

Round Tables

35 att.

Top

COR

275 att

Partners‟

Events

1480 att.

Vertical

Events

(eg. HR Fair)

50 att.

YMTC

200 att.

Golf‟s

Event

285 att.

2 High Rel

Events

100 att. Top

COR

75 att

Golf‟s

Event

80 att.

Relatio.

Event

490 att.

Business

Fairs

220 att.

Mobistar Visits

35 att.

Mapping of All events / DMU‟sInvestments by Decision-Power: DMU Perspective

Influ

en

ce

rs

(Fin

, M

kt)

Ma

in

DM

(IT

/Te

lco)H

ea

d

of …

(sig

na

ture

)

TO

P 5

Of th

e C

Y

DMU

„MNP‟

Internal

Event

GSM

Privé

Internal

Event

Telecom

City

250 att

62

0/5

32

0

12%

77

5/1

35

8

58%

15

85

/53

32

30

%50/8

748

0.5

%

77

5/3

45

08

2.2

%1

06

/13

58

10%

142/1

0274

1.3

%

Business

Fairs

100 att.

10

0/2

64

22

0.4

%

3030 11252004: 7982004: 1672

Events‟ Drivers

Events‟ Drivers

RMP - Main ratios (aver.) Reg. % Show % Leads %

Fairs / Symposium 5% 60% 4%

Clubs' Events 83% 86% 2%

Relational Events 60% 88% 28%

Content' Events 13% 69% 16%

Events‟ Drivers

Une société souhaite inviter 10.000 personnes

par e-mails à un événement.

Combien de participants pouvons-nous attendre

à cette événement, si nous tenons compte :

- d’un taux d’inscription de 20 %

et

- d’un taux de présence de 80 % ?

Events‟ Drivers

Vous souhaitez accueillir 300 personnes à un événement,

vous disposez d’une base de données de 15000 personnes.

Combien de personnes devriez-vous inviter si vous tenez compte:

- d’un taux d’inscription de 10 %

et

d’un taux de présence de 70 % ?




Plan

Boost the performances

thanks to the right technologies

Module 3

http://www.wpc-fr.net/images/articles/rfid-par-ci-rfid-par-la/rfid.jpg


DriversDefinition

to measure

The performance

ROI

Analyses

To measure

the results

Reports

to master

the project

Activation

Way

& tools

Traffic

Generation

Leads

Generation

SMS ID

web

web

webweb

FieldEvents

PromoFairs

Tombolas

Gifts

Introduction

http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=223252636

« Le poisson-éléphant »

Why using technologies?

Ressemble à tout autre

poisson …

« Le poisson-éléphant »


But its an anti-terrorist system

used by the Israeli company

“Mekorot”, in charge of the

drink water distribution.

ok danger


V

• driver

RFID

=


Access tools

• drivers


RFID

=

technologies




http://www.thom.be/

=

ID by target(0495-555555, [email protected])



http://www.thom.be/

ID by target(0495-55555, [email protected])

campus kot

bar

festival

Friends’ kot


http://www.thom.be/

Any reliable (*) technologies

…

VXML

Wifi

Infra-red

enabling

…

Any connectable (*) devices

(*) reliable = devices & technologies working in other industries. Available back-ups

How use technologies?



http://www.thom.be/

Time-to-marketon the Action After the action …… Before the action

CRM

Boost Hit %

Boost Leads %

Boost Show %

Measure Quality %

Extend Market Coverage %

Get Extra Data

25%

100 %

Database quality

Get extra infos

Citibank-Durant

MarCom Manager

[email protected]

+32 497 6666 97

buy extra data

& propose VO

Events‟ data

Sms/e- …

… invite, pre-contest, Forward,

registration, couponing

Sms/e- …

… reminder, navigation, last-minute

info, re-couponing

e-Live

survey

Voting,

Extra infos

Requests,

Demos,

Etc.

Event

Business Interactive Platform

Business to business

applications

Applications

Performance sur le Salon MIPIM 2007:

>27.000 visiteurs

>2.639 visiteurs contactés 10%

>476 dossiers téléchargés 18%

Get the message

from the Minister

of Economy ?

http://av.rds.yahoo.com/_ylt=A9ibyJ57H51FfCUAcgbvSKMX;_ylu=X3oDMTBvMmFkM29rBHBndANhdl9pbWdfcmVzdWx0BHNlYwNzcg--/SIG=12bu4onu9/EXP=1168011515/**http:/kvmechelen.be/kvmsite/pictures/sponsorlogo?D=D

8

9

2003Relation Management ProgramKey success factor V: New Leads’ Generation at Fairs

Before the Event At the Event After the Event

Citibank-Durant

Your

Own

Cartoon

9

0

Mobistar @ Telecom City

15 % invested in attractiveness

tools

Booth

Hall 5

Exhibition Area

Before the event

Happy Hours& VIP Breakfast

Bar

“‟gifts”

Valet

Welcome Coffee

Demos & leads(Profiles & Partners)

2 S

PV

’sH

oste

ss

esE-invitations

SMS Infos‟ Push

Patio

?“‟contest”

Sanjiv

Speech

Others: TBD

Cartoonist

Business to citizen/ consumers

applications

Applications

extra info:

Alterwave.com

NottingHill Carnival – UK

extra info:

Alterwave.com

Applications

Mobile Application Architecture

Web Server

+ Database

Regis

tration D

esk

Score

in t

he f

ield

UMTS

Applications

PDA Application: Screenshots

• Registration of Participants

• To link the participant to the

RFID wristband

Applications

Scanning of Participant using RFID wristband

Applications

Score Board: Screenshots

Applications

Traffic & data

Management

for the Delhaize 140th

birthday

Future applications

• Gestion du flux des 50 shuttles du parking

• Gestion du flux des participants (15.000)

• Gestion de la satisfaction des participants

Future applications

Où sont

Les

navettes

?

Qui

bloque

Où ?

Gestion du flux

des 50 shuttles du

parking Future applications

Gestion du flux

des 50 shuttles du

parking Future applications

Gestion du flux

des 50 shuttles du parkingpositioning

Future applications

Gestion du flux des 50 shuttles du parking

Future applications

Gestion du flux des participants

1

23

Combien

De

personnes

sur le site

?

Quelles

sont les

tendances

critiques ?

Future applications

Gestion du flux des participants

Future applications

,

invitésOrganisateur

Ergo

no

mie

En utilisant des badges individuels RFID, ainsi que des écrans et des plateformes informatiques reliées aux animations, écrans, podiums, etc.

Messages visuels et sonores

de la marque

Future applications

Future applications

Mobile Tagging

Future applications

VXML

IVR

V

XM

L

For english press one

Pour le français faites le

deux

one

Registration

DdayD - 7D - 14D - 28 D - 21Start

Timeline

1400

1200

200

400

600

800

1000

InviteesCurrent timing : Dday - 32

Invitees: 5000 Registration: 1200 Attendees: 1000

Attendees

1st forecasting

based on previous

experiences

Re-launch Them !

Voice deposit (450)

GO ?Pro-active Advises

According previous

Experiences

on these contacts

behaviour

Confirm NOW !

SMS push (300)

GO ?

Future applications

Alertes

Satisfaction

% / Zone

Compteurs

de

Participants

/zones

Synthèse

des rencontres

commerciales

Check-list/

Team member

Carnet d’adresses, agendas, documents des systèmes de back-up etc.

Alertes

Satisfaction

% / Zone

Compteurs

de

participants:/zones

Synthèse

des rencontres

commerciales

Chec-list/

Team member

Carnet d’adresses, agendas, documents des systèmes de back-up

etc.

Sécurité

Logistique

Gestion des flux de participants

Ergonomie & personnalisation

Qualité des services offerts

Vente

Base é

vénem

entielle

Vale

ur

ajo

uté

e

mark

eting

Yesterday Tomorrow

• Global decision based on local KPI‟s

(Mastercard)

• COM budget based on (immediat) returns

• Information technologies are accelerating

the business

• Strong competitions: small agecies

(Delhaize)

• short term COM budget allocation to

satisfy shareholders wishes (HP, Cisco)

Expected evolution

• NFC

• XLS détaillé

• Add tablet PC for the check list manager

A modifier

Expected evolution

« wouaw

effect »S.L.A.

ROI / ROO / ROC« let‟s justify my budget »

« let‟s talk with my purchase

Manager about the catering »

« My database is sick »

Your questions

Télémétrie

Education

Transcript of Télémétrie