10 Critical Success Factors for Event Marketing


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A look at the 10 top critical success factors for event marketing professionals. A useful guide for marketers new to the world of event marketing.

Published in: Business, Technology

10 Critical Success Factors for Event Marketing

  1. 1. A Guide for Business to Business Marketers. Prepared by Klaxon www.klaxonmarketing.co.uk
  2. 2. Key Takeaways… 1. Why choose events for lead generation? 2. Overview of the core tasks in event marketing 3. The 10 critical factors for success
  3. 3. Q. Why choose events for lead gen?
  4. 4. Q. Why choose events for lead gen? A. The quality of a lead correlates with the effort exerted to interact with your company.
  5. 5. Q. Why choose events for lead gen? i.e. convince someone to take a day out of the office for your event and there’s every likelihood they will be a warmer sales lead.
  6. 6. Q. What’s involved in event marketing?
  7. 7. Set objectives, plan your goals, identify your target audiences, plan and execute your communications tactics, develop your registration infrastructure, define delegate management process, find a venue, determine budget, brief agencies, research topic area, create your agenda, invite speakers, create marketing email, define sponsor / exhibitor involvement, sell sponsorships, organise media partnerships, research competitive events (third party and competitors), organise audio visual, build event microsite, prepare presentation template, brief telemarketing agency, broadcast marketing emails, send direct mail piece, brief your sales managers, create running order sheet, prepare master slide deck, audience generation progress check, organise speaker rehearsals, conduct site visits, book catering (don’t forget the tasting session), create delegate packs, order speaker gifts and giveaways, confirmation calls to registrants, organise shipping and logistics, book hotel rooms for executives, print name badges, manage cost control, organise lead capture, brief sales teams for follow-up...
  8. 8. A. A lot
  9. 9. Q. How do you ensure success in our event marketing?
  10. 10. A. Follow Klaxon’s guide to the ten critical factors (CSFs) for success in running successful lead generating events.
  11. 11. CSF 1. Allow enough time Start planning at least 16 weeks in advance of the event start date
  12. 12. CSF 1. Allow enough time You can organise a successful event in less time. However be prepared to spend more time and money.
  13. 13. CSF 2. Set realistic attendance targets If you build it they will come, is not a good plan for event marketers…
  14. 14. CSF 2. Set realistic attendance targets Think through your audience generation carefully.  How large is your contact database?  Where are your contacts in the buying cycle?  How much budget do you have to work with third parties?
  15. 15. Be prepared to… 1. Run a series of smaller events to build your audience 2. Aggressively market to your existing contact data 3. Spend your budget on data or third party campaigns
  16. 16. CSF 3. Plan a contingency Events are generally not a cheap marketing tactic. Factor in the following...
  17. 17. Image courtesy of http://spacepicturesz.blogspot.co.uk/
  18. 18. Watch out for the black holes of event marketing: those unplanned costs that dent your budget. Image courtesy of http://spacepicturesz.blogspot.co.uk/
  19. 19. Things can and will go wrong, so plan for this in advance. Build a contingency into your budget. 10% works well. Image courtesy of http://spacepicturesz.blogspot.co.uk/
  20. 20. CSF 4. Choose the right venue A good venue is vital for a smooth running event on the day. Not only that, but also for securing an audience. Consider…
  21. 21. Word Art courtesy of Wordle.com
  22. 22. CSF 5. Add Value Don’t run an event about your product or service. Instead think about what your target audience wants to learn about, or the challenges they need to overcome.
  23. 23. CSF 5. Add Value The more value you add, the better the engagement with your audience. = warmer sales leads
  24. 24. CSF 6. Plan your Audience Generation You need a range of marketing communications tactics throughout your production cycle. Think about an integrated mix and measure each tactics’ effectiveness. Consider…
  25. 25. Email Marketing
  26. 26. Print Brochure brochure Print
  27. 27. Telemarketing
  28. 28. Social Media: twitter, facebook, linkedin, google+ , YouTube, Xing, Ning, stumbleupon, digg, delicious, vimeo, plurk, Jaiku, Wikipedia, Tumblr, Posterous, foursquare, meetup, lanyrd, upcoming, Eeentful, flickr, ustream, slideshare, reddit... and so on
  29. 29. Media Partnerships
  30. 30. Search engines: SEO, Payperclick
  31. 31. CSF 7. Create a Project Plan Write a project management timeline at the outset. Set tasks against realistic deadlines and define the “critical path” i.e. the order in which tasks should be completed.
  32. 32. A GANTT Chart will help…
  33. 33. CSF 8. Plan Lead Capture Mechanics There are plenty of opportunities for capturing leads or building intelligence around your attendees.
  34. 34. CSF 8. Plan Lead Capture Mechanics For example:  prize draws  competitions  pre-arranged sales meetings  speed networking  technical demos  name badge scanning  Exhibition booths .
  35. 35. CSF 9. Smooth Execution A smooth execution on the day requires proper planning and a well briefed team. A good bit of luck wouldn’t go amiss too.
  36. 36. CSF 9. Smooth Execution Prepare a Running Order Sheet – a briefing for all of your team on who needs to do what and when – be precise. And we mean military precise e.g. 0900: registration opens… Talk your team through this and answer any questions before the day of the event.
  37. 37. CSF 10. Follow-up Quickly Your follow-up strategy is crucial. Prioritise your leads and feed them them into your sales pipeline. Speed is important.
  38. 38. CSF 10. Follow-up Quickly At the very least send an email with:  a link to the presentations and copies of any hand outs  links to your social profiles  a call to action to move them along the sales funnel
  39. 39. And finally, celebrate your success. Event marketing is not an easy road, but it is an essential part of any b2b marketers tool kit.
  40. 40. For help or advice with your event marketing project, get in touch with Klaxon. One of our team of event marketing experts will be happy to help.
  41. 41. Our contact details: Telephone: +44 (0)20 7193 6627 Web: www.klaxonmarketing.co.uk Twitter: @klaxonmarketing