Event roi webinar 5 5-10
description
Transcript of Event roi webinar 5 5-10
Uncovering Your Uncovering Your EventEvent
ROIROIMay 5, 2010May 5, 2010
Sean SothSean Soth
Senior Vice PresidentSenior Vice President
What We Will Cover Today:What We Will Cover Today:
Embracing the ShowEmbracing the Show
3 P’s of Exhibit Success3 P’s of Exhibit Success
•PreparePrepare
•PerformPerform
•Plan your follow-upPlan your follow-up
Embracing the ShowEmbracing the Show
Embracing the Show Starts Embracing the Show Starts with Understanding the with Understanding the
Conference FormatConference Format
Networking Networking Education Education RelationshipsRelationships
Attending CompaniesAttending Companies
Question # 1Question # 1
What is the current member registration fee to attend the ASTD 2010
International Conference and Exposition? First person to chat will win a Starbucks
gift card.
Chat now!
Did you know?: Nearly Did you know?: Nearly 60% of ASTD attendees 60% of ASTD attendees are more likely to work are more likely to work with a vendor who with a vendor who exhibits because their exhibits because their presence shows industry presence shows industry investment!investment!
Event Elements to ConsiderEvent Elements to Consider
•KeynotesKeynotes
•HoursHours
•Session TopicsSession Topics
•Special EventsSpecial Events
•ChicagoChicago
Embracing the ShowEmbracing the Show
Understanding lead generation comes Understanding lead generation comes first, then the salefirst, then the sale
Be Prepared to Adjust Your Sales Be Prepared to Adjust Your Sales CycleCycle
Your interactions will help determine Your interactions will help determine where to startwhere to start
Embracing the show will help Embracing the show will help advance your sales cycleadvance your sales cycle
▪ ▪ Marketing
Marketing
▪ ▪ Qualifying C
alls
Qualifying C
alls▪ ▪ S
ales Sales
Call
Call
▪ ▪ Meet C
lient
Meet C
lient
▪ ▪ Follow
Follow
Up
Up
▪ ▪ Client
Client N
eedN
eed
▪ ▪ Solution
Solution
▪ ▪ Relationship
Relationship
Knowing what attendees are most Knowing what attendees are most interested in will help you improve interested in will help you improve
engagement!engagement!
Embracing the ShowEmbracing the Show
Question # 2Question # 2
The first person to chat all three ASTD 2010 The first person to chat all three ASTD 2010 general session keynotes will win a general session keynotes will win a
Starbucks gift card. Starbucks gift card.
Chat now!Chat now!
Embracing the ShowEmbracing the Show
““Begin with the end in mind.” Begin with the end in mind.”
-Stephen CoveyStephen Covey
The 7 Habits of Highly Effective PeopleThe 7 Habits of Highly Effective People
Exhibit SuccessExhibit Success
3 P’s of Exhibit 3 P’s of Exhibit SuccessSuccess
PreparePrepare
PerformPerform
Plan your follow-upPlan your follow-up
PreparePrepare
•Set an internal ASTD meeting prior to Set an internal ASTD meeting prior to leaving for Chicagoleaving for Chicago
•Review staff rolesReview staff roles
•Agree on expectations of successAgree on expectations of success
•Discuss organizational goals and the Discuss organizational goals and the communication neededcommunication needed
Communication NeededCommunication Needed
•ExcitementExcitement
•Personal and Organizational USP Personal and Organizational USP (Unique Selling (Unique Selling Point)Point)
•Motivate their PerformanceMotivate their Performance
According to the Center for According to the Center for Exhibition Industry Exhibition Industry Research (CEIR): Research (CEIR):
52% of exhibit managers who conducted pre-52% of exhibit managers who conducted pre-show training reported lead increases of 20% show training reported lead increases of 20% or more.or more.
An additional 43% of respondents who An additional 43% of respondents who implemented staff-training saw leads increase implemented staff-training saw leads increase by 10-20%by 10-20%
95% of total respondents improved 95% of total respondents improved their lead generation with pre-event their lead generation with pre-event staff trainingstaff training
Exhibitor PerformanceExhibitor Performance
1) Set benchmarks for each of your goals with team 1) Set benchmarks for each of your goals with team members.members.
2) OK to get granular2) OK to get granular
• Meet five A-level attendeesMeet five A-level attendees
• Meet twenty B-level attendeesMeet twenty B-level attendees
• Meet other exhibitors/potential partnersMeet other exhibitors/potential partners
• Greet 50 attendees per dayGreet 50 attendees per day
• Attend 1 session, tweet about it!Attend 1 session, tweet about it!
3) Create a lead worksheet3) Create a lead worksheet
Consider An Attendee Consider An Attendee Rating System to Help with Rating System to Help with
Follow-UpFollow-UpA
Type
B
Type
C
Type
D
Type
Ready for
solution
Interested in
solution
Unsure about
solution
Not ready at
all
Create an Attendee Data Create an Attendee Data CardCardName: Name: Bill Hardy
Organization: Organization: St. Anywhere Hospital
Role: Role: Director of Training
Mentioned need: Mentioned need: Has 30,000 employees, needs benefits + service training, then LMS
What they are using now: What they are using now: Homegrown blended learning
Referral?: Referral?:
Follow-up How: Follow-up How: Call
Follow-up When: Follow-up When: Next week to set another in person meeting
Timeline: Timeline: Looking to make decision in 3 months (fiscal ends 10/1)
Attendee Rank: A, B, or C Attendee Rank: A, B, or C A
Performance ChangersPerformance Changers
The most successful exhibitors can close The most successful exhibitors can close A-type attendees, convert B-type A-type attendees, convert B-type
attendees to A-type attendees, and use attendees to A-type attendees, and use C-type attendees to get towards the next C-type attendees to get towards the next
steps in the sales cycle.steps in the sales cycle.
Challenge your team to move the A, B, C’s!
Work the Crowd, Not the Job Work the Crowd, Not the Job TitleTitle
C-Level SueC-Level Sue Mid-Level Mid-Level MannyManny
Just-Looking LarryJust-Looking Larry
Meet peers, Meet peers, Dinner with Dinner with
clientsclients
eLearning, eLearning, Needs to bring Needs to bring home 3 front home 3 front
runners for new runners for new LMSLMS
Training 3,000 Training 3,000 employees on employees on
customer customer service...testing!service...testing!
Did you know?: 72% of Did you know?: 72% of ASTD attendees will ASTD attendees will discuss training needs for discuss training needs for the next 12 months prior the next 12 months prior to attending ASTD to attending ASTD International Conference International Conference & Exposition.& Exposition.
Exhibitor PerformanceExhibitor Performance
Plan Daily Meetings Plan Daily Meetings Onsite:Onsite:
Share successesShare successes
MotivateMotivate
Offer rewards for Offer rewards for great workgreat work
Exhibitor PerformanceExhibitor Performance
•Focus on the attendee’s needsFocus on the attendee’s needs
•Start the conversation, but let them Start the conversation, but let them have an opportunity to talk with youhave an opportunity to talk with you
•Equip them with ways to remember Equip them with ways to remember your companyyour company
Remembering YouRemembering You
Start with serviceStart with service
Ad, listing, business cardAd, listing, business card
Graphics or marketingGraphics or marketing
Identify 3 ways any attendee can remember Identify 3 ways any attendee can remember you.you.
Ask how and when to follow up.Ask how and when to follow up.
Plan Your Follow-UpPlan Your Follow-Up
Recap
Meeting
Follow up Meeting
Plan Your Follow-UpPlan Your Follow-Up
Plan a day or more to recap and set Plan a day or more to recap and set timelines.timelines.
ASTD Attendee PreferenceASTD Attendee Preference ▪ ▪ 49 % - 2 weeks49 % - 2 weeks ▪ ▪ 27% - 1 weeks27% - 1 weeks ▪ ▪ 18% - 1 month18% - 1 month
Plan Your Follow-UpPlan Your Follow-Up
Mail press kit
Announce webinar Email
newsletter
Embracing the show will help Embracing the show will help advance your sales cycleadvance your sales cycle
▪ ▪ Mark
eting
Mark
eting
▪ ▪ Qualifyin
g
Qualifyin
g
Calls
Calls
▪ ▪ Sales
Sales
Call
Call
▪ ▪ Meet
Meet
Clien
t
Clien
t
▪ ▪ Follow
Up
Follow
Up
▪ ▪ Clien
t
Clien
t
Need
Need
▪ ▪ Solu
tion
Solu
tion
▪ ▪ Relation
shi
Relation
shi
pp
Consider Marketing Consider Marketing Through the Tools Your Through the Tools Your
Audience UsesAudience Uses ASTD.org & ASTD e-ASTD.org & ASTD e-newslettersnewsletters
T+D T+D magazinemagazine
EXPO365EXPO365
Join ASTDJoin ASTD
ASTD Social ASTD Social NetworksNetworks
Partner ProgramPartner Program
Question # 3Question # 3
The first person to chat the ASTD The first person to chat the ASTD 2010 International Conference & 2010 International Conference &
Exposition Twitter hashtag, will win a Exposition Twitter hashtag, will win a Starbucks gift card. Starbucks gift card.
Chat now! Chat now!
Embrace the ShowEmbrace the Show
3 P’s of Exhibit 3 P’s of Exhibit SuccessSuccess
PreparePrepare
PerformPerform
Plan your follow-upPlan your follow-up
...it’s not too late to ...it’s not too late to implement any points implement any points covered today!covered today!
Have Fun & Have Fun & Enjoy Chicago!Enjoy Chicago!
Q & AQ & A