Leveraging Events for Demand Creation

Leveraging Events for Maximum Demand Creation: A Three-point Approach LogarithmicImpact.com

Demand-Creation Events: A Three-Point Approach
An ideal event plan is designed to leverage the impact of participation, establishing subject matter expertise and drive demand creation at three points in time:
Pre-Event
During the Event
Post-Event

Pre-Event Components (All or some implemented depending on time, objectives and budget)
Send invites to special target list for no-cost or discounted registration, include link to landing page
Business Development Team involvement on a pre-event basis with personal follow-up to every invitation
Event organizer web site banner ad tie-in/cross-link to landing page
Pre-event landing page development: provide text and video introduction, event registration link and ability to sign up for a 1-on-1 meeting with a business development contact on-site during the event
Pre-event weblog for promotion of event, early communication with target audience
Press releases prior to event to drive industry traffic, media and potential attendees to microsite for greater buy-in
Podcasts related to the event’s topic
Email push to conference registrants (in cooperation with organizers) inviting them to sign up for free access to a “Special Guest Package” (see “During Event”) by filling out a needs questionnaire.

During-the-Event Components (All or some implemented depending on time, objectives and budget)
Moderate a panel discussion (if available), establishing early leadership role
Ensure Business Development team attends
Develop information sheet/backgrounder handout
Run previously scheduled 1-on-1 meetings between BD team and prospects
Capture of panel discussion audio and/or video to be purposed into streaming video clips or audio MP3s for Podcast post-event download (pending approval of conference organizers)
Implement “from the floor” event weblog, both as an information refresher for attendees after the event and to draw in prospects who could not attend in person
“ Special Guest Package”- Guests who sign up prior to the event can obtain value-added post-conference content. Specifics TBD based on interests defined at conference or by survey of topics of interest
Note: having a booth or display table at an event is not always the most effective use of time/money and can be perceived as too promotional, undermining the perception of expert

Post-Event Components (All or some implemented depending on time, objectives and budget)
Obtain attendee list from organizers
Combination Postal letter & Email campaign to drive prospects to a post-event landing page, featuring value-added content such as information, a video clip, case studies, etc.
Web landing page including a “needs assessment” questionnaire about prospect’s plans for 6-8+ months out.
“ Special Guest Package”- previously registered guests also receive a unique username/password to access a special marketing extranet with deeper content and/or monitored message board to continue the discussion in a secure online forum

Measurement as a Cornerstone of Success
Prospect demographics
Where was visitor on the site when they used one of our e-contact tools?
What trail of pages were viewed by a visitor and for how long?
Which case studies (if applicable) were viewed and how many times viewed?
Which articles (if applicable) were viewed and how many times they were viewed?
Which contact channels are used most by prospects?
Are we building commitment/purchase intent with the prospect?
Which web sites do people come from to reach ours?
Which types of content on the site have the greatest audience interest (video, case studies, articles, etc as applicable)?
When are the peak visitor viewing hours?
When are the peak visitor viewing days?
Which search words/phrases do people enter in search engines to reach our site?
Which web browser and operating system do visitors use and what IP address are they surfing from? (useful for connecting an otherwise anonymous log entry with the real person behind the browser)
All pull-through from an event must be measured to provide effectiveness insights and analytics to assist in lead generation as well as aid in development of future targeted offers to prospects. Potential information to capture:

Case Study: Leveraging the Value of Events Multiple Pre-, During- and Post-Event Outreaches Gained Four Executive-level pitches at major pharmaceutical companies Gained $1 Million Contract with Emerging Pharma Company Contacts gained at event later grew the pipeline 4.8x Microsites, speaking, video, ads and collateral supported the event Executive Summary A study in the power of fully-leveraging an event for demand creation.The client was a pharmaceutical sales services provider seeking to help its business development team meet with top executives at major pharmaceutical companies Primary Objectives Create Brand Awareness for the client: 1) Introduce the service and its value proposition to customers 2) Establish a thought-leader position for the client in the area of alternative/complimentary selling models Generate Leads for the business Critical Challenges To reach busy executives with a compelling message, educating them about the uniqueness of the client’s business model as an alternative to traditional sales forces Actions
Secured speaker/round table moderator position at industry conference as expert on alternative/complimentary sales force models
Worked closely with the event organizer to obtain registrant & attendee lists while coordinating on-site event pull-through
Developed multiple support and capture vehicles both online and offline including microsites, promotional ads, literature and signage
Captured event video for use in post-event pull-through
Results
Presentation/moderation of event resulted in 4 executive-level business pitches at major pharmaceutical companies and a $1 Million piece of new business with emerging Pharma
Inroads with major pharma company targets and subsequent pull-through efforts grew Opportunity Pipeline from $23 Million to $112 Million over 6 months
Postscript Participation as a speaker/moderator at this event enabled the client to be seen by prospects as a thought-leader and peer — part of their world — and provided new opportunities for further discussion

For More Information Ellynn Decter Szoke Business Strategist & Demand Creation Consultant [email_address] 973-761-4403 (phone) 253-390-8722 (fax) Joseph Mann Marketing Technologist & Demand Creation Consultant [email_address] 973-928-7726 (phone) 206-339-2652 (fax) josephwmann (skype) josephmann (twitter)

Leveraging Events for Demand Creation

by Logarithmic IMPACT on Jan 03, 2007

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