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Creating Sales Driven Events

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A PPT presentation presented by By Design Solutions at the PANPHA conference in 2010

A PPT presentation presented by By Design Solutions at the PANPHA conference in 2010


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  • 1. PANPHA ANNUAL CONVENTION SESSIONS 41-A JUNE 23, 12:30 - 2:00 BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET Creating Sales-Driven Marketing Events
  • 2. Goals
    • Be able to develop an annual strategy of event planning
    • Learn compelling ways to promote events
    • Event execution: understand how to handle leads prior to and during the event
    • Receive creative and effective event ideas
  • 3.  
  • 4. JANUARY 2010 TO DECEMBER 2010 Develop an Annual Strategy SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
  • 5. Annual Strategy
    • Determine strategy for the entire year
      • Discuss quarterly or semiannually
    • Determine:
      • 1) How many events
      • 2) Intended audience (goal of the event) and size
      • 3) Topics – don’t determine topics first
  • 6. Lead Generation vs. Sales-Conversion
    • Three types of events:
    • Lead generation
    • Sales conversion
    • Hybrid of lead generation and sales conversion
  • 7. Lead Generation Events
    • The goal is to drive a large number of people into community
    • The event should generate new leads and new exposure to the community
    • These events are typically 50 or more people
    • Includes social events and educational events for the public, social/networking or educational (CEU’s) events geared toward referral sources, or any event with the primary goal of generating leads
  • 8. Example Lead Generation Event Taste of Life/Demo Days
  • 9. Sales Conversion Events
    • Smaller more intimate events
    • Existing leads in lead base
    • These events could be as few as 5 to as many as 35 people
    • Geared toward moving the existing leads closer to making a decision
      • Moving prospects through the sales process from cold to warm – warm to hot – hot to deposit
  • 10. Example Sales Conversion Event Progressive Dinner
  • 11. Hybrid Lead Generation/Sales Event
    • A hybrid event acts to both generate new leads and to move existing prospects from one level to the next.
    • Promotion to the existing lead base as well as a purchased (external) list
    • Needs to be both a low barrier of entry but in-depth enough about the community to communicate benefits
    • The number of attendees would typically be between 20 and 50 people
  • 12. Example Hybrid Event Senior University
  • 13. Compelling Ways to Promote Events
  • 14. Components of Successful Promotion
    • Decide how you want to promote the event
      • Market
      • Methods
      • What works for you?
    • Compelling with appropriate messaging and various response vehicles
  • 15. How to Promote the Event
    • Market – Direct Mail
      • To the lead base only?
      • To a purchased list?
    • Methods
      • Supported by print advertising?
        • Qualified and unqualified prospects
      • E-mail campaign/web campaign?
      • Banner ads?
      • Landing pages?
      • Referral event supported by outreach only?
  • 16. E Newsletter and Landing Page
  • 17. Messaging and Response Vehicles
    • The message should be compelling to the market
      • Short, clear, concise
      • Action driven
      • Not condescending
      • Accurate to expectations
  • 18. Messaging and Response Vehicles
    • Direct Mail
      • Include a business reply card
      • Have an “RSVP by” date
      • Is it an event-only piece or does it promote key selling point?
      • Examples
  • 19. Event Execution
  • 20. Three Keys to Successful Execution
    • Handling RSVPs
    • Identifying and Qualifying (Hot, Warm, Cold)
    • Maximizing “face time”
  • 21. Handling RSVPs
    • How does your team handle RSVPs?
      • Receptionist takes the name and number/information
      • Someone in the sales office takes the name and number/information
      • Someone in the sales office not only takes the information but also performs discovery prior to the event to determine interest level, hot buttons, objections, etc.
  • 22. Identifying and Qualifying
    • Thorough discovery prior to event
    • Color coding name tags
      • Everyone in your community should be aware of hot leads and how to interact with them
    • Schedule personal tours prior or immediately following events
  • 23. Maximizing Face Time
    • Face time allows “selling” to occur
    • Touring and staff communication during the event focus on sales versus mingling
    • Set up a registration table for larger events
    • Or, for larger events, set up booth with banner ups and brochures (similar to Expo events)
      • Staff with a minimum of two people
  • 24. Other Event Tips
    • Prepare an event checklist
    • Count “buying units” when looking at the number of people attending
    • Call 2 days in advance to confirm RSVP
    • Data entry into leadbase THAT day before you leave – while fresh in your head
    • Follow up
  • 25. Post Event Analysis – Measuring Success
    • How many new leads were generated?
    • How many existing leads showed renewed interest ?
      • How many initial tours from existing leads?
      • How many retours?
      • Leads without communication in last 6 months? One year?
    • How many deposits/move-ins?
  • 26. Top 6 Most Successful Events
    • Lead generators
      • “ Lunch and Learn” informational session series
      • Tends to generate more qualified leads than “educational” types of events; inform prospects about the benefits of the community; have 2-3 luncheons in each market area
      • Home and Garden Tour
      • Showcasing the activity and vitality of the population – as well as the physical residences
  • 27. Top 6 Most Successful Events
    • Sales Conversion
      • Resident Panel
      • Smaller, intimate event where warm and hot prospects interact one-on-one with residents
      • Invite 10 to 15 hot/warm prospects to the next resident outing (symphony, jazz festival, play, trip into a city, etc) and have marketing pay for the costs
  • 28. Top 6 Most Successful Events
    • Hybrid Events
      • Resident Housewarming Parties
      • New residents hold small, intimate events that bring in qualified leads with an existing connection to the community
      • Wellness event focused on one of the six dimensions of wellness (lead generation and warming up existing leads)
      • Example: “The Role of Angels in Different Religions” (spiritual wellness)
  • 29. KRISTIN KUTAC WARD LAUREN MESSMER BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET PANPHA 2010 ANNUAL CONVENTION WEDNESDAY, JUNE 23 Thank You!

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