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Tips and advice for increasing event fficiency

Presented at CVENT Connect 2015
Tips & Advice for Increasing Event Effectiveness (Marketing, Management, ROI)
We all know that events are important. So how do you make them more profitable? Join this session to review best practices and hear new ideas for making your events more effective.

Recommended for: Corporate Meeting and Event Planners, Managers and Directors; Cvent Admin Users; Marketers.
Speakers:
Eric Eden, Klara Honzikova, Amanda Young

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Tips and advice for increasing event fficiency

  1. 1. TIPS & ADVICE FOR INCREASING EVENT EFFECTIVENESS Eric Eden Senior Vice President Marketing Cvent Amanda Young Events Leader GE Healthcare Klara Honzikova Global Event Manager Socialbakers
  2. 2. AGENDA TOP 10 WAYS TO INCREASE EVENT EFFECTIVENESS / MARKETING ROI CASE STUDIES • GE HEALTHCARE • SOCIALBAKERS
  3. 3. #1 DEFINE SUCCESS, ACROSS ALL STAKEHOLDERS
  4. 4. #2 BUILD TRACKING MECHANISMS TO MEASURE SUCCESS
  5. 5. #3 COORDINATE EVENTS WITH YOUR OTHER MARKETING PROGRAMS
  6. 6. #4 GET SURGICAL WITH YOUR OUTREACH
  7. 7. #5 TEST. TEST. TEST.
  8. 8. #6 ENGAGE ATTENDEES EARLY, AND OFTEN
  9. 9. YOUR EVENT #7 LEVERAGE THE ENTIRE ECOSYSTEM
  10. 10. #8 GAIN INSIGHT INTO YOUR MARKETING EFFECTIVENESS
  11. 11. #9 USE TRACKING TO IDENTIFY ATTENDEE INTERESTS AND FEEDBACK
  12. 12. #10 MAKE EVENTS SCALABLE
  13. 13. EVENT SCALING
  14. 14. 2013 2017 2016 2015 2014 GE Healthcare’s Centricity LIVE (Launch Year)
  15. 15. 2013 2017 Attendees and locations 2013 2017 Event Staff Even Budget Year over Year
  16. 16. AT CREATE GREAT CONTENT
  17. 17. BUILD A LOYAL COMMUNITY
  18. 18. LEVERAGE CONSISTENCIES
  19. 19. BE AN EVENT TEAM IN MOTION
  20. 20. AVOID WASTE
  21. 21. RE-USE STUFF
  22. 22. L 120 Latinum X 129 Xenium P 15 Phosphorus E 125 Etherium 0 8 Oxygen Re 75 Rhenium THINK BIG
  23. 23. TODAY • Klára & • San Francisco • London • ROE
  24. 24. @CLARKATRAVELS
  25. 25. SOCIAL MEDIA ANALYTICS COMPANY • Founded 2009 • 12 offices worldwide • 100+ events • 300+ employees • 2500+ clients • 1/3 of the marketing budget is dedicated to events
  26. 26. SOCIAL INSIGHTS SAN FRANCISCO
  27. 27. PLAN • June 26th 2014 • Afternoon event for 50 pax • 3 external speakers • Clients preferably
  28. 28. REALITY • June 26th 2014 • Afternoon event • for 50 pax • 3 external speakers • Clients preferably • June 5th 2014 • Afternoon event • for 20 pax • 0 external speakers • No clients • 0 ROI
  29. 29. WHY • Not enough time • Not enough resources • Lack of brand awareness • Small & not established team • Weak follow-up
  30. 30. ENGAGE LONDON 2014
  31. 31. WHY • Not enough time • Not enough resources • Lack of brand awareness • Small & not established team • Weak follow-up • 6 months for prep • Team work • Strong position in the UK • Team of 12 • Follow-up driven by team motivation
  32. 32. 2013 X 2014 0 100 200 300 400 500 600 700 800 900 1000 attendees live stream ARR won London 2013 London 2014
  33. 33. RETURN ON EVENT
  34. 34. Look at your current situation, the market around you & your target groups. ANALYZE
  35. 35. Both qualitative & quantitative to measure the success. SET GOALS
  36. 36. Surround yourself with the best people you can find.TEAM WORK
  37. 37. Everyone needs to be informed & kept in the loop.UPDATE
  38. 38. Prepare amazing content not only from your organization, but from external speakers & partners as well.CONTENT
  39. 39. Motivate your team before & after the event. Make the competition fun. MOTIVATION
  40. 40. Have a clear plan for your sales team for the days around the event. Coordinate. SALES PRESENCE
  41. 41. Maximaze the impact. EVENT
  42. 42. Track & report. Get as much feedback as possible. FOLLOW UP
  43. 43. Measure & celebrate. SUCCESS
  44. 44. LIFE IS A JOURNEY
  45. 45. BEFORE YOU GO! Take the session survey!
  46. 46. THANK YOU! Eric Eden Senior Vice President Marketing Cvent Amanda Young Events Leader GE Healthcare Klara Honzikova Global Event Manager Socialbakers

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