Event roi webinar 5 5-10


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Event roi webinar 5 5-10

  1. 1. Uncovering Your Event ROI May 5, 2010
  2. 2. Sean Soth Senior Vice President
  3. 3. What We Will Cover Today: <ul><li>Embracing the Show </li></ul><ul><li>3 P’s of Exhibit Success </li></ul><ul><ul><li>Prepare </li></ul></ul><ul><ul><li>Perform </li></ul></ul><ul><ul><li>Plan your follow-up </li></ul></ul>
  4. 4. Embracing the Show
  5. 5. Embracing the Show Starts with Understanding the Conference Format Networking  Education  Relationships
  6. 6. Attending Companies
  7. 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. 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. 9. Event Elements to Consider <ul><li>Keynotes </li></ul><ul><li>Hours </li></ul><ul><li>Session Topics </li></ul><ul><li>Special Events </li></ul><ul><li>Chicago </li></ul>
  10. 10. Embracing the Show Understanding lead generation comes first, then the sale
  11. 11. Be Prepared to Adjust Your Sales Cycle Your interactions will help determine where to start Sales
  12. 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. 13. Knowing what attendees are most interested in will help you improve engagement! Embracing the Show
  14. 14. Question # 2 The first person to chat all three ASTD 2010 general session keynotes will win a Starbucks gift card.  Chat now!
  15. 15. Embracing the Show <ul><li>“ Begin with the end in mind.” </li></ul><ul><li>Stephen Covey </li></ul><ul><li>The 7 Habits of Highly Effective People </li></ul>
  16. 16. Exhibit Success 3 P’s of Exhibit Success Prepare Perform Plan your follow-up
  17. 17. Prepare <ul><li>Set an internal ASTD meeting prior to leaving for Chicago </li></ul><ul><li>Review staff roles </li></ul><ul><li>Agree on expectations of success </li></ul><ul><li>Discuss organizational goals and the communication needed </li></ul>
  18. 18. Communication Needed <ul><li>Excitement </li></ul><ul><li>Personal and Organizational USP (Unique Selling Point) </li></ul><ul><li>Motivate their Performance </li></ul>
  19. 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. 20. Exhibitor Performance <ul><li>1) Set benchmarks for each of your goals with team members. </li></ul><ul><li>2) OK to get granular </li></ul><ul><ul><li>Meet five A-level attendees </li></ul></ul><ul><ul><li>Meet twenty B-level attendees </li></ul></ul><ul><ul><li>Meet other exhibitors/potential partners </li></ul></ul><ul><ul><li>Greet 50 attendees per day </li></ul></ul><ul><ul><li>Attend 1 session, tweet about it! </li></ul></ul><ul><li>3) Create a lead worksheet </li></ul>
  21. 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. 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. 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. 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. 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. 26. Exhibitor Performance <ul><li>Plan Daily Meetings Onsite: </li></ul><ul><ul><li>Share successes </li></ul></ul><ul><ul><li>Motivate </li></ul></ul><ul><ul><li>Offer rewards for great work </li></ul></ul>
  27. 27. Exhibitor Performance <ul><li>Focus on the attendee’s needs </li></ul><ul><li>Start the conversation, but let them have an opportunity to talk with you </li></ul><ul><li>Equip them with ways to remember your company </li></ul>
  28. 28. Remembering You <ul><ul><li>Start with service </li></ul></ul><ul><ul><li>Ad, listing, business card </li></ul></ul><ul><ul><li>Graphics or marketing </li></ul></ul>Identify 3 ways any attendee can remember you. Ask how and when to follow up.
  29. 29. Plan Your Follow-Up ASTD Conference Recap Meeting Follow up Meeting
  30. 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. 31. Plan Your Follow-Up Mail press kit Announce webinar Email newsletter ASTD Conference
  32. 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. 33. Consider Marketing Through the Tools Your Audience Uses <ul><li>ASTD.org & ASTD e-newsletters </li></ul><ul><li>T+D magazine </li></ul><ul><li>EXPO365 </li></ul><ul><li>Join ASTD </li></ul><ul><li>ASTD Social Networks </li></ul><ul><li>Partner Program </li></ul>
  34. 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. 35. Embrace the Show 3 P’s of Exhibit Success Prepare Perform Plan your follow-up ...it’s not too late to implement any points covered today!
  36. 36. Have Fun & Enjoy Chicago! Q & A