Plan and Promote Your Event

Deany Dormer
Info@AssistMyEvent.com
AssistMyEvent.com
757-785-5081
For Your Product or Service
Event Marketing

Executive Events AssistMyEvent.com
The process of making contacts which may lead to a sale or
other favorable outcome.
Lead Generation
Market directly to your customers.
Top Reasons for Events
01
Extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product or service.
Brand Awareness
02
Communicate effectively with a prospect concerning your
product or service.
Engage Prospects
03
Educating your prospect about the benefits of using your
product or service.
Educate
04

Which event targets your potential customers?
Types of Events
Product Launch.
Conference. Lunch &
Learn. Seminar. Open
House. Celebration.
Grand Opening.
Training Seminar.
Trade Show. Holiday.
Fundraising. Retreat.
Virtual. Hybrid.

Where do they live, work and play?
What are their backgrounds, goals and challenges?
How do potential customers find and consume your
information?
Needs Solution
What
problem do
they need
solved?
How will
you solve
their
problem?
Who is YOUR ideal
customer?

WINNING
Project
PowerPoint
Template

Personas are fictional, generalized characters that encompass the various needs, goals, and
observed behavior patterns among your real and potential customers. Know who they are!
Buyer Persona (Ideal Customer)
JOB
What is your job role?
How is it measured?
What skills and tools do you
use?
GOALS
For what are you
responsible?
What does it mean to be
successful in your role?
CHALLENGES
What are your biggest
challenges?
How do you overcome
these?
COMPANY
In what industries does your
company work?
What is the size of your
company (revenue, employees)?
BACKGROUND
Age
Family (single, married,
children)
Education
SHOPPING
Interaction preference -
email, phone, in person?
Internet research prior to
purchase?
INFORMATION
What publications or blogs
do you read?
From what mediums do you
glen info – radio, podcast,
TV, print, internet.
PLAY
Where do you socialize?
Are you a member of any
organizations , clubs or
groups?

Know what your customer wants
Know how you can help them
Our Real
Mission

72 years young, fixed Social Security income, wants to feel young
Fanny the Granny
Prefers to talk on the
phone rather than
text.
Doesn’t know how
to check email.
Writes letters.
Loves Facebook –
makes her feel young.
Uses it everyday.
Lives at Roley Senior
Center in Virginia Beach,
VA 23464.
Fanny has lived a healthy life and is vibrant and active in her old age.
She is retired and enjoys playing with her three grandchildren and
loves dancing at her Virginia Beach senior center on Thursday nights.
She is a foodie but had to give up hard foods now that she has no
teeth.
About

45 years old, $65K per year, former runner with joint pain
Bob the Banker
He loves discussing
his running days with
other athletes.
Subscribes to fitness
magazines.
He throws away
mail without
opening it and
prefers email
communication.
He is active on LinkedIn
and is part of the
Banker Association of
America.
Lives in Norfolk, VA
Tom is a Mortgage Banker in Norfolk. He has completed nine full
marathons and is now suffering from joint pain. He shops for pain
medication online and is looking to participate in low impact sports.
He has to do lots of networking for his job but it takes up a lot of time.
He wants a raise.
About
Enjoys beer at
Smartmouth with friends
every week.

36 years old, $31k per year, wants her business to grow
Small Business Sallie
Needs to grow the
business so she can
put her son in a
better school.
Subscribes to
Entrepreneur, Fast
Company and Inside
Business magazines.
Attends Meetups and
looks for new small
business groups to join.
Lives in Chesapeake, VA
23320
Sallie is a single mother of six year old Rylan. She runs a small bakery
business from her home. She wants to grow her business so she can
hire part-time help. She juggles many things so uses calendar and
sticky notes to keep her business on track, which is not working. She
needs a better system to keep track of her baking inventory.
About
Listens to Bloomberg radio
and Flour Bakery podcast.

RAVE “Eat Sleep Rave Repeat”

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Age: 15-25
Music preferences: Dubstep,
House, Electronica, Techno,
Trance, Ambient, EDM…

Usually Educational - Informative
Conferences
• Show off your organization
• Educate consumers with
the latest industry
information
• Position yourself and your
organization as leaders in
your discipline
• Raise brand awareness of
your company
HOST
SPONSOR
EXHIBIT
• Find conferences that target your
ideal client.
• Craft your business event plan –
what are you going to
accomplish by hosting,
sponsoring or exhibiting?
• How will you measure success?
• What is your follow up plan?

LAUNCH
PARTY
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Brand Awareness – Show Off Your Product or Service
Elements of an Effective Launch Party (Opening Celebration)
• Location
• Guests
• Entertainment
• Sponsorships
Know Your Target
Audience!
• Strong first impression
• Attract new clients
• Attract investors
• Market to the correct people
• Get directly in front of prospects

Target Audience: Local small
business owners that are busy
running the day-to-day
operations of their business.
New local bookkeeping and administration office
Purpose of event: Meet local business owners and showcase capabilities. Make appointments.
Boyd Office Management Services Launch Party
Advertised as a launch
event and also as a small
business networking event.
.Location: Boyd
Management’s pop up office.
With kitchenette, brought in
cocktail tables.
Entertainment: Invited
Mayor to do prize drawings.
Gave away goodie bags and
branded merchandise. Gave
20 min business
presentation.
Personal invitations to
VIPs
Mediums: Posters on
community boards, press
release to newspaper and radio
stations, advertised to Facebook
groups, asked friends to bring
other business people.
Result: Out of 70 RSVPs 55
people attended. Made 19
follow up appointments and
captured all others info for
future follow up.

Target Audience: Current clients
and vendors.
Graphic design and marketing company – logos, billboards, brochures, ads, web design…
Purpose of event: To say thank you to clients and reveal new website. Upsell existing clientele.
oCreations Client & Vendor Celebration
Location: Cain’s Restaurant &
Saloon where they showcased
their latest client designs and
new website.
Entertainment: Gave new
website presentation. Played
games that awarded clients
with t-shirts and prizes. Guests
were also asked to write
testimonials that were added
to the website.
Mediums: Email and physical
invitations.
Result: oCreations was able
to share their skills and
expertise with a captured
audience. 23 follow up
meetings were made to
upsell current clients.

Target Audience: Fashion-
forward youth who want to be
invited and be a part of exclusive
parties held in town. Early tech
adopters.
Nokia cell phone company
Purpose of event: Introduce new phone to techies and early adopters. Create awareness.
‘Lumination’ Launch Party for the Nokia Lumia Range
Lumination was an
exclusive by invitation only
event.
.
Location: Club theme at
Bonifacio High Street Central.
Entertainment: Light
displays, house music, art
activities, food and cocktails.
3D building mapping of the
evolution of Nokia phones.
Guests posted videos and
pictures on their social
media platforms.
Mediums: Potential target
was engaged via Facebook
and Twitter. First 100 shares
got free tickets to the event.
Results: 839 shares on FB,
6,683 tweets using event
hashtag. Packed fun event
resulting in pre-sales of the
new phone.

Create an event to move your prospects down the sales path to become loyal customers.
Sales Path
STRANGER
Prospect has not
heard of your
brand.
AWARENESS
Prospect attends an
event and is now
aware of your
brand and how you
can help them.
CONSIDER
Prospect is
engaged, educated
and is considering
purchasing from
you.
PURCHASE
Prospect is sold and
becomes a
customer.
LOYALTY
Customer enjoys
your product or
service and is a
potential repeat
buyer.

Marketing
Budget
Venue
Date/Time
Sponsorship
Registration
Some things to do or consider prior to your event.
Before the Event
And more.

Registration
Set up
Lead Capture
Share
Entertainment
Capture
Some things to do or consider at your event.
During the Event
And more.

Evaluate
Follow up
Share
Engagement
Communicate
Some things to do immediately following your event.
After the Event
And more.

Use the medium that best targets your ideal customer.
Event Promotion
Google AdWords, Social paid
advertising, TV, radio,
newspaper, journal/mag
billboard
Traditional
Interview speakers-create
blog post/video from
answers; Give promo info
Attendees/Speakers
Lanyard, Eventbrite, FB
event, community/industry
boards, calendars
List on event sites
Always include hashtag. FB,
Twitter, Instagram, YouTube,
LinkedIn, Vimeo, FourSquare
Social Media
Posters, direct mail, email,
phone calls (boxpilot), press
release, flyer, postcard
Off-line
Blogs, forums, event sites,
articles, speaker blogs and
articles, expert promo
Industry Specific

Have a clear purpose
Determine buyer personas
Pick event type to target
prospect
Promote
Engage
Lead capture
Follow up
The End
Q&A

Executive Events is an event planning and management company that works with you and your
business to create unforgettable events that promote your company and help build client
relationships.
Get in Touch!
757-785-5081
Info@AssistMyEvent.com
AssistMyEvent.com
Based in Norfolk, VA
serving globally
Executive Events LLC
The Premier Provider of Business Event Planning,
Marketing and Management Services.
Contact us to schedule a consultation today!

Plan and Promote Your Event

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