Providing and Marketing High-Value Programs

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Providing and Marketing High-Value Programs and

EventsHow to Avoid Costly Mistakes and Big Headaches that Excedrin Can’t Help!

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Hey, I did say “might!”

My background: ◦ Themed birthday parties for my kids ~ every year ◦ Events for my own company for 12 years◦ Events for clients such as Kodak and Xerox

STC Program Manager for two years/Barbara Knight 2008. Spectrum Co-chair 2011.

Why I Might Have Something to Say that You Haven’t Heard Yet!

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Develop your event based on consumer demand:

* surveys * suggestions

* data from past events

Consider the “risk factors” regarding P & L

Planning an Event:“If You Build it, Will They Come?”

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Assessment

Scoping◦ Time and cost projections (“cost of goods sold”)◦ Attendance projections◦ Income projections (baseline, upside, downside)

Venue arrangements◦ Food, entertainment, raffles, presentations

Planning Elements (L & L)

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Size of event

Target Competing events in your market

Key Factors to Consider

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Scalability

◦ Venue flexibility * Menu revisions* “Lock-down” date* Increasing/decreasing room space, menu items* Volume discounts or freebies

Event fee structure (…adequate for downside?)

Key Factors to Consider (cont.)

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Is there a deposit required? What does it cover? When is it due?

Are you required to sign a contract? ◦ Are you authorized to do so?◦ If a written contract is not required, you are still in

an oral contract. Get all of the details and fees in writing.

Deposits and Contracts

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Fees you need to inquire about:

◦ Room rental fees◦ Food costs◦ Gratuity (Standard 20% for some venues)◦ Server fees for bar or food setup ($45 per hour?)◦ Linen fees ($5-$7 per tablecloth, 50 cents per

napkin?)◦ Décor fees

Deposits and Contracts (cont.)

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Fees you need to inquire about (cont.):

◦ Internet access fees◦ AV fees (slide or overhead projector, screen, flip

charts)◦ Parking fees◦ Promotional materials/signage fees◦ Table and chair rental (if catered)◦ Coat rack rental/coat room fees◦ Security fees


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Do not forget to provide the venue with:

◦ Tax exempt certificate◦ Certificate of insurance (if requested)◦ Set-up instructions◦ A list of any special food requests ◦ Your phone number to give to the chef or the

event coordinator in case there are last minute changes.


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“Guarantees” are fees for unused food, rooms, etc. based on either “minimums” or “lock-down” dates.

◦ A contract is the place to START negotiations! It is a “suggestion” until it is signed.

◦ All establishments have policies, but most of them will be flexible to obtain business.


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Contract negotiations: to succeed in passing through, around, or over (as in a hiker negotiating a mountain pass)

At its core, a negotiation is reaching an

agreement…but sometimes you must get around or over policies of the venue that do not meet your customer needs.


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Things you might be able to negotiate:

◦ Free hotel rooms for event planners◦ Donations from the venue to put into a raffle◦ Free coffee or tea with a meal◦ Less expensive dessert like cookies (even if those

are not on the menu)◦ Free use of the event room if you order meals◦ Free speakers if you buy them dinner


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Things you might be able to negotiate:

◦ Better “lock-down” dates (Get these added to your contract!)

Smaller events (up to 50 people) -- try to lock at 24-48 hours in advance. Give updated counts at 7, and 3 days in advance. Final lock 1 day in advance.

Larger venues – Give count 2 weeks out, then 1 week out. Lock 3-4 days before event.


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Publicize small community events 10 days to 4 weeks in advance.

Publicize larger events 2-3 months in advance, with increasing frequency until day before event.

Use a variety of distribution channels:

Publicity

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Social media (Facebook, Twitter, LinkedIn)

Professional organization web sites and info boards

Local and regional colleges and universities

Professional trade shows (Digital Rochester)

Publicity (cont.)

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Direct e-mails and invitations

Word of mouth/personal invitations

Company contacts such as HR departments

Event Planning mailing lists such as EventBrite

Literature and “leave-behinds”

Publicity (cont.)

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Media (TV, radio, newspapers, magazines)

Blogs

Event web site (Spectrum), chapter/co. web sites, my STC

Member communications

Publicity (cont.)

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Communication targets:

◦Capture and maintain contact information and continue mailings until “targets” opt out (non-renewals and referrals)

◦In business, this may refer to former clients or sales contacts.

Publicity (cont.)

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In all publicity, include:

◦Clean, motivational copy and custom graphics

◦Perceived benefits (Why should you come?/What will you get out of it?)

◦Motivational copy/R.O.I info for the money manager (Why should you send your employee?/How will your company benefit?)

Publicity (cont.)

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NOTE: It is not enough to sell the attendee on the event. You must “up-sell” whoever is paying for the event (the ultimate end–user).

Summary

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NOTE: All of the PR in the world can’t overcome resistance when:

◦there is no money to spend to get the R.O.I.

◦the perceived value is less than the price.

◦there are two good choices, and the competing event makes a better business case than you do.

Summary (cont.)

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the competing event is not a business event, it is a personal one.

the weather is bad.

Summary (cont.)

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Your best publicity comes from people who enjoyed past events, so:

◦ meet everyone who attends your events if possible,

◦ help guests meet others who will build personal and business connections with them, and

◦ make your events fun as well as educational.

Summary (cont.)

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Provide quality! Bad food (or sparse food) and run-down venues communicate, “We will do as little for you as possible, to improve our bottom line.”

Negotiate the best value you can provide for a quality event. People remember a good meal spent with “friends.”

Summary (cont.)

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Warm chocolate chip cookies will make you a hero!

Good-bye, good luck…and let’s have fun out there!

Summary (cont.)

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[email protected]

[email protected]

@bluestoneriver

Contact Info

mailto:[email protected]

mailto:[email protected]

Providing and Marketing High-Value Programs

Education

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