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Event roi webinar 5 5-10


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  • 1. Uncovering Your Event ROI May 5, 2010
  • 2. Sean Soth Senior Vice President
  • 3. What We Will Cover Today:
    • Embracing the Show
    • 3 P’s of Exhibit Success
      • Prepare
      • Perform
      • Plan your follow-up
  • 4. Embracing the Show
  • 5. Embracing the Show Starts with Understanding the Conference Format Networking  Education  Relationships
  • 6. Attending Companies
  • 7. Question # 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!
  • 8. Did you know?: Nearly 60% of ASTD attendees are more likely to work with a vendor who exhibits because their presence shows industry investment!
  • 9. Event Elements to Consider
    • Keynotes
    • Hours
    • Session Topics
    • Special Events
    • Chicago
  • 10. Embracing the Show Understanding lead generation comes first, then the sale
  • 11. Be Prepared to Adjust Your Sales Cycle Your interactions will help determine where to start Sales
  • 12. Embracing the show will help advance your sales cycle ▪ Marketing ▪ Qualifying Calls ▪ Sales Call ▪ Meet Client ▪ Follow Up ▪ Client Need ▪ Solution ▪ Relationship Sales
  • 13. Knowing what attendees are most interested in will help you improve engagement! Embracing the Show
  • 14. Question # 2 The first person to chat all three ASTD 2010 general session keynotes will win a Starbucks gift card.  Chat now!
  • 15. Embracing the Show
    • “ Begin with the end in mind.”
    • Stephen Covey
    • The 7 Habits of Highly Effective People
  • 16. Exhibit Success 3 P’s of Exhibit Success Prepare Perform Plan your follow-up
  • 17. Prepare
    • Set an internal ASTD meeting prior to leaving for Chicago
    • Review staff roles
    • Agree on expectations of success
    • Discuss organizational goals and the communication needed
  • 18. Communication Needed
    • Excitement
    • Personal and Organizational USP (Unique Selling Point)
    • Motivate their Performance
  • 19. According to the Center for Exhibition Industry Research (CEIR): 52% of exhibit managers who conducted pre-show training reported lead increases of 20% or more. An additional 43% of respondents who implemented staff-training saw leads increase by 10-20% 95% of total respondents improved their lead generation with pre-event staff training
  • 20. Exhibitor Performance
    • 1) Set benchmarks for each of your goals with team members.
    • 2) OK to get granular
      • Meet five A-level attendees
      • Meet twenty B-level attendees
      • Meet other exhibitors/potential partners
      • Greet 50 attendees per day
      • Attend 1 session, tweet about it!
    • 3) Create a lead worksheet
  • 21. Consider An Attendee Rating System to Help with Follow-Up A Type B Type C Type D Type Ready for solution Interested in solution Unsure about solution Not ready at all
  • 22. Create an Attendee Data Card Name: Bill Hardy Organization: St. Anywhere Hospital Role: Director of Training Mentioned need: Has 30,000 employees, needs benefits + service training, then LMS What they are using now: Homegrown blended learning Referral?: Follow-up How: Call Follow-up When: Next week to set another in person meeting Timeline: Looking to make decision in 3 months (fiscal ends 10/1) Attendee Rank: A, B, or C A
  • 23. Performance Changers The most successful exhibitors can close A-type attendees, convert B-type attendees to A-type attendees, and use C-type attendees to get towards the next steps in the sales cycle. Challenge your team to move the A, B, C’s!
  • 24. Work the Crowd, Not the Job Title C-Level Sue Mid-Level Manny Just-Looking Larry Meet peers, Dinner with clients eLearning, Needs to bring home 3 front runners for new LMS Training 3,000 employees on customer service...testing!
  • 25. Did you know?: 72% of ASTD attendees will discuss training needs for the next 12 months prior to attending ASTD International Conference & Exposition.
  • 26. Exhibitor Performance
    • Plan Daily Meetings Onsite:
      • Share successes
      • Motivate
      • Offer rewards for great work
  • 27. Exhibitor Performance
    • Focus on the attendee’s needs
    • Start the conversation, but let them have an opportunity to talk with you
    • Equip them with ways to remember your company
  • 28. Remembering You
      • Start with service
      • Ad, listing, business card
      • Graphics or marketing
    Identify 3 ways any attendee can remember you. Ask how and when to follow up.
  • 29. Plan Your Follow-Up ASTD Conference Recap Meeting Follow up Meeting
  • 30. Plan Your Follow-Up Plan a day or more to recap and set timelines. ASTD Attendee Preference ▪ 49 % - 2 weeks ▪ 27% - 1 weeks ▪ 18% - 1 month
  • 31. Plan Your Follow-Up Mail press kit Announce webinar Email newsletter ASTD Conference
  • 32. Embracing the show will help advance your sales cycle ▪ Marketing ▪ Qualifying Calls ▪ Sales Call ▪ Meet Client ▪ Follow Up ▪ Client Need ▪ Solution ▪ Relationship Sales
  • 33. Consider Marketing Through the Tools Your Audience Uses
    • & ASTD e-newsletters
    • T+D magazine
    • EXPO365
    • Join ASTD
    • ASTD Social Networks
    • Partner Program
  • 34. Question # 3 The first person to chat the ASTD 2010 International Conference & Exposition Twitter hashtag, will win a Starbucks gift card.  Chat now!
  • 35. Embrace the Show 3 P’s of Exhibit Success Prepare Perform Plan your follow-up’s not too late to implement any points covered today!
  • 36. Have Fun & Enjoy Chicago! Q & A