1.
Membuat Event Brief
yang Efektif
By: Mike - LiveLife

2.
Rules of the Game
• Untuk hasil optimal, silahkan partisipasi
• Jangan langsung percaya & tanyakan ‘Why?’
• Tulis ‘aha!’, komen & pertanyaan
• Recoding akan di share, focus saja =)
ahahaha!

3.
Mengenai
Misi: Memudahkan Event Design dengan Optimal Impact (ROI):
• #1 Improve Conversion
• #2 Reduce Investment
• #3 Monetize Event
• #4 Nurture Relationship
• #5 Develop Insight
Metode: SMART Event Design
Event & Blog + Workshop + Coaching

4.
Context: Participants

5.
Membuat / Menerima Brief?

6.
Seberapa Lengkap Brief yg Dibuat?
40%
42%
12% 6%

7.
Seberapa Lengkap Brief yg Diterima?
44%
24%
20%
12%
36% = Jarang Sekali & Tidak Pernah!

8.
Apa Event Brief?
• Brief: Rangkuman yang dibuat untuk suatu pihak
• Client & Event Organizer/Agency
• Menurut kamu A / B?
• Keduanya benar!
• 1) Client mencari EO/agency
• 2) EO/agency propose ke client

9.
Elemen Utama
Background
Event Goal
Audience
Concept
Agenda
Partner
Sponsor
Tasks
Client/Pitch Brief
Event Proposal
Event Story
As-Is
To-Be
To-Be
To-Be
T
E
A
M
T
E
A
M
(preference: concept, talent, venue)

10.
Benefit Brief yg Jelas
Event Owner
• Berkolaborasi secara internal
• Mempunyai tujuan yg terarah
• Memastikan resources tersedia
• Fokus siapa peserta yg dituju
• Mendapatkan konsep yg sesuai
• Menghemat waktu, tenaga, & stress Event Success

11.
Benefit Brief yg Jelas
Event Planner/Agency
• Fokus mencapai tujuan event
• Design konsep yg mendukung
• Design great attendee experience
• Mencari partner & sponsor yg sesuai
• Menghasilkan profit margin yg sehat
• Menghemat waktu, tenaga, & stress Success Bid

12.
Background #1: Client Profile
Visi & Misi
LiveLife dimulai 2016 dengan misi: Membantu event planner design
event dengan hasil optimal.
Dengan visi: Terbentuknya ekosistem event yg transparan & kolaboratif
Produk & USP
Metode & Teknologi SMART Event Design yg membantu:
(1) Improve conversion
(2) Minimize investment
(3) Monetize event
(4) Nurture relationship
(5) Gain practical insight

13.
Background #2: Inspiration
• Bagian dari marketing campaign / event series
• Topic: Article, Podcast
• Event Concept
• Talent & Program
• Venue & Decor
• Community & Media
• Experienced
• Recommended
• Read/watched
• Known
• Own
, Video & Conversation

14.
Background #3: Supporting Data
Validasi ketertarikan audience dengan:
• Topik
• Event Concept
• Talent & Program
• Venue & Decor
• Community & Media
Supporting Data: Poll, conversation, FGD, article
Market Readiness

15.
Stakeholder Alignment
Mengundang tim/dept lain untuk kolaborasi
• Event: Memahami design event yg efektif
• SocMed: Mengetahui konten yg menarik
• Sales: Relationship dgn prospek + insight
• Customer Success: Relationship dgn customer
• Co-design: Event Goal & Target Audience
Event
Socmed
Sales
Customer
Success

16.
Event Goal
• ‘To do something which adds value to
stakeholders, at lowest possible cost.’
- Elling Hamso (Event ROI Institute)
• Change audience behaviour
• What exactly will participants do afterwards
to help achieve this? = Call-To-Action (CTA)
• How does the event connect to our bottom
line/organization? = Impact

17.
Design for Learning
“Meeting designers are beginning to
create effective learning experiences”
– Elling Hamso
Deliver key message & positive ROI
What is the Impact of your event?
/ CTA
Goal & Objectives

18.
SMART Event Goal
• Goal: Change audience perception about...
resulting in ... (CTA) with ... (Impact)

19.
Event Goal #1:CTA
• Connect: Follow socmed, subscribe newsletter
• Schedule: Consultation, product trial/demo
• Request: Recording, portfolio, proposal
• Become: Community member, partner
• Generate: New + accelerated sales, renew + up + cross-sell
• Generate: Ticket, merchandise, booth, ads, sponsorship
• Others: Satisfied feedback with high NPS (evalution)
+ Impact
Nurturing into
Conversion
Generated
Conversion

20.
Event Objectives
Change audience perception via:
• Education: What key message to communicate?
• Branding: How they should think & feel about us?
• Gain Insight: What to learn from them?
• Get Leads: What target audience to look for?
• Engage Leads: What level of engagement?
• Others: What they must do in-event (CTA)?

21.
Objective #1: Educate
• Key message: ‘Pentingnya membuat brief yg jelas’
• Knowledge: What + Why
• Skills: How – Membuat event brief
Measurement/KPI
• “Mendapatkan masukan berguna?”
• “Masukan apa yang berguna?”
• “Rencana implementasi segera?”
• “Tertarik implementasi yg mana?”

22.
Objective #2: Branding
• Audience Think: “Berguna sekali masukan LiveLife, yuk implementasi!’
• Audience Feel: Terinspirasi untuk mencoba
Measurement/KPI
• Brand awareness
• Socmed follower
• Newsletter subscription
• Content marketing
• Organic & direct traffic
• Influencer & partner marketing
• Own media assets created
• Improve performance
marketing (ROAS)

23.
Objective #3: Gain Insight
Audience Input
• Registration form
• Poll & forum
• Feedback form
Engagement (pre + in + post-event)
Measurement
“Seberapa lengkap brief yg kamu buat/terima?”
“Elemen apa saja yg harus ada di brief?
“Tantangan yang dihadapi?
“Topik / konten apa yg paling disukai?”

24.
Objective #4: Leads-Gen
• #Attendees
• New/existing leads
• Prospect/pipeline
Measurement
• Title & company
• Input (insight)
• Engagement
• Feedback
• Corporate, event organizer
• Marketing, event, activation
• Membuat brief
• Kurang lengkap, tidak lengkap briefnya
• Jarang sekali, tidak pernah lengkap
Lead Scoring

25.
Objective #5: Leads-Engage
Engagement (pre + in + post-event)
Measurement
Pre-Event
• Read blog
• Watch video
• Participate in poll, quiz, forum
• Socmed: #mention, engagement, shares
• Email: #received, opened, click + rate
Average + Total

26.
Objective #5: Leads-Engage
Measurement
In-Event
• Existing Leads (repeat attendance)
• Arrival time & duration
• Engagement: Poll, #comment, question, aha!, socmed-share
• Networking: #Connections made, message, 1-on-1 scheduled
• Visits: Booth + program, CTA (download catalogue, ask, demo)
Post-Event
• #Completed feedback + CTA
• Socmed: #mention, engagement, shares
Average + Total

27.
Event Goal #2: Budget + ROI & Time
• Budget $
• Target ROI
• Timeline
+ROI
(2:1)
Benefits
Gained via event
Budget
Max event fund
Bidding
opens
Presentation
Preparation
Event starts

28.
SMART Event-Goal
#1 CTA: Peserta schedule FREE consultation di akhir event (15 pax)
• Educate: ‘Pentingnya membuat brief yg jelas’ (80%)
• Branding: Terinspirasi “Berguna sekali masukan LL, yuk implementasi!”
• Gain insight: Kelengkapan brief, yg dibuat/terima, elemen, tantangan
• Leads-Gen: 25 quality leads (based on this lead-scoring…)
• Leads-Engage: 80% attended start to finish & 10 aha!
#2 Budget & Time: IDR xxx
Idea (15 Jan)
Prep (20 Jan)
Open registration (25 Jan)
Event (31 Jan)

29.
Background
Event Goal
Audience
Concept
Agenda
Partner
Sponsor
Tasks
Context
Concept
Event Story
Mid Feb Aug
Apr
May
Mar
Wishlist
Task List
Jun
Jul
bit.ly/LLEC20232ff