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Event Marketer Portfolio Webcast

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Cut the Fat, Build the Muscle: Portfolio Planning in the New Economy

The new economy and marketplace requires a re-thinking of nearly everything. A turbo-charged approach to Portfolio Management is the shortest path to generating higher ROI from the event spend, combating pressure on budgets, and making event marketing irreplaceably relevant in a vastly changed environment.

Find out how to revamp your approach to managing your portfolio including the right focus points, data, and the newest tools of the trade.

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Event Marketer Portfolio Webcast

  1. 1. Portfolio Planning in the New Economy FRIDAY, APRIL 30, 2010
  2. 2. <ul><li>How to: </li></ul><ul><li>Revise your approach to Portfolio Management to generate higher ROI now </li></ul><ul><li>Combat budget pressure while making event marketing irreplaceably relevant </li></ul><ul><li>Leverage smarter portfolio management for critical organizational and career wins right now </li></ul><ul><li>Turn portfolio know-how into an enterprise-wide habit to drive “big win” cost savings and marketing effectiveness </li></ul><ul><li>Use new technology to turbo charge your portfolio management capability </li></ul>Agenda
  3. 3. <ul><li>Speed planning cycles </li></ul><ul><li>Cost savings </li></ul><ul><li>Elimination of non-performing investments </li></ul><ul><li>Increase marketing and business results </li></ul><ul><li>Gets everyone on to the same page </li></ul>Why?
  4. 4. <ul><li>More pressure on results </li></ul><ul><li>More rapid change </li></ul><ul><li>More information alternatives </li></ul><ul><li>More aggressive event sales efforts </li></ul>Revise to Survive
  5. 5. <ul><li>Internal and external forces are requiring us to take a more strategic approach to event marketing </li></ul>Revise to Survive How do I align to business objectives to increase effectiveness? How do I reduce my event marketing spend & invest more effectively? How do I increase my strategic focus on individual events? How do I yield greater results? How do I leverage events across campaigns for maximum results? How do I optimize my event efficiency?
  6. 6. <ul><li>Continuous improvement is the new survival orientation </li></ul><ul><li>Requirement: Simultaneous cutting and building in order to move fast enough to create the right results </li></ul><ul><ul><li>Real time analysis </li></ul></ul><ul><ul><li>Razor sharp decision-making </li></ul></ul><ul><ul><li>Relentless readjustment </li></ul></ul>Cut the Fat/Build the Muscle
  7. 7. <ul><li>Ensure alignment to highest priority corporate objectives </li></ul><ul><ul><li>Corporate focus points are changing faster than ever due to external pressures of </li></ul></ul><ul><ul><ul><li>Economy </li></ul></ul></ul><ul><ul><ul><li>Competition </li></ul></ul></ul><ul><ul><ul><li>Disruption </li></ul></ul></ul><ul><ul><li>And internal pressures of mergers, acquisitions, and divestiture </li></ul></ul>7 Tips for Portfolio Mastery Now
  8. 8. <ul><li>2. Align measurements with key metrics </li></ul><ul><ul><li>How is the company measuring its key initiatives now? </li></ul></ul><ul><ul><li>Who is involved in creating those metrics? </li></ul></ul><ul><ul><li>Who is reviewing those metrics? </li></ul></ul><ul><ul><li>How are they viewing those metrics? </li></ul></ul>7 Tips for Portfolio Mastery Now
  9. 9. <ul><li>3. Involve and communicate with everyone </li></ul><ul><ul><li>Broadcast the event marketing portfolio management best practices and results to help prevent poor decisions, anywhere </li></ul></ul><ul><ul><li>If possible, provide portfolio management services from the top, but if not, provide best practices to every decision point </li></ul></ul><ul><ul><li>Enroll all functions likely to be targets for event sales people: </li></ul></ul><ul><ul><ul><li>corporate marketing </li></ul></ul></ul><ul><ul><ul><li>business unit marketing </li></ul></ul></ul><ul><ul><ul><li>geo marketing leads </li></ul></ul></ul><ul><ul><ul><li>product marketing </li></ul></ul></ul><ul><ul><ul><li>PR </li></ul></ul></ul><ul><ul><ul><li>sales </li></ul></ul></ul><ul><ul><ul><li>etc. </li></ul></ul></ul>7 Tips for Portfolio Mastery Now
  10. 10. <ul><li>4. Keep your hands on the controls daily </li></ul><ul><ul><li>Low vs. medium vs. high performance events </li></ul></ul><ul><ul><li>Physical vs. virtual vs. hybrid events </li></ul></ul><ul><ul><li>Proprietary vs. co-branded vs. third party events </li></ul></ul><ul><ul><li>Fly-to vs. drive-to events </li></ul></ul><ul><ul><li>High growth opportunity vs. low growth opportunity markets </li></ul></ul><ul><ul><li>High growth opportunity vs. low growth opportunity products </li></ul></ul><ul><ul><li>Sun setting events vs. sun rising events </li></ul></ul><ul><ul><li>Event Selection Criteria </li></ul></ul>7 Tips for Portfolio Mastery Now
  11. 11. <ul><li>4. Keep your hands on the controls daily </li></ul><ul><ul><li>Key Criteria </li></ul></ul><ul><ul><ul><li>Audience: titles, verticals, geography, accounts </li></ul></ul></ul><ul><ul><ul><li>Alignment to objectives </li></ul></ul></ul><ul><ul><ul><li>Industry prominence </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Competitors </li></ul></ul></ul><ul><ul><ul><li>Sponsorship and Marketing Promotional Opportunities </li></ul></ul></ul><ul><ul><ul><li>Speaking </li></ul></ul></ul><ul><ul><ul><li>Past performance </li></ul></ul></ul>7 Tips for Portfolio Mastery Now
  12. 12. <ul><li>5. Become a data master through online tools </li></ul><ul><ul><li>Track key data where everyone can see it </li></ul></ul><ul><ul><li>Cut and view the data how everyone can use it </li></ul></ul><ul><ul><li>24 x 7 x 365 </li></ul></ul>7 Tips for Portfolio Mastery Now
  13. 13. Optimize marketing spend Align to business objectives for increased effectiveness Leverage Events across campaigns for increased efficiency Make better strategic decisions that drive the right results <ul><li>GPJ Portfolio Analyzer is a leading edge enterprise class technology solution that helps create top performing Event Portfolios </li></ul>What is Portfolio Analyzer? See the data that matters most to you
  14. 14. I need to plan a portfolio… Generate an Event List What events attract my audience segments? What events are others in the company already signed up for? What events are taking place during my time frame? What’s events have the subject focus I need? What events have we participated in in the past? What events are in the location I need?
  15. 15. I need to plan a portfolio…
  16. 16. I need to know how relevant an event is to my campaign… Point of View How is the AUDIENCE relevant? How is the EVENT CONTENT relevant? What are some relevant ENGAGEMENT OPPORTUNITIES to consider? Are there SPEAKING OPPORTUNITIES relevant to my group? Is there a relevant PR and AR play for me? Is this an INDUSTRY PROMINENT event?
  17. 17. I need to know how relevant an event is to my campaign…
  18. 18. I need to see what events are being considered for next cycle Generate a Matrix and a Roadmap What campaigns have draft or finished portfolios? How can I download this information into a PDF? Where can I see the total number of events associated with a specific portfolio? How can I see a breakdown of these events on a fiscal year calendar? Where can I get detailed information on the events associated with a portfolio? Can I see the difference in event types on this calendar?
  19. 19. I need to see what events are being considered for next cycle
  20. 20. I’m planning an event… Event Overview Where can I get detailed demographics? Where can I go to validate an event date and location? Where can I go to get event producer information? Where can I go to better understand conference content and track details? Where can I go to get a strong overview of the event? Where can I go to confirm call for papers dates?
  21. 21. I’m planning an event…
  22. 22. I’m planning an event…
  23. 23. I’m defining the customer journey and need some historical insight… View Event Participation and Performance What was our event messaging? What is the evolution of our participation and performance year-over-year? What were our past event objectives? If the event was audited, what are key opportunities for growth? What did our onsite engagement look like?
  24. 24. I’m defining the customer journey and need some historical insight… Strengths Weaknesses Threats Opportunities
  25. 25. <ul><li>6. Prioritize allocation of resources and enable </li></ul><ul><ul><li>Set Portfolio Mastery as a must-have priority, not a luxury </li></ul></ul><ul><ul><li>Identify the required executive sponsors </li></ul></ul><ul><ul><li>Identify the required management, skills and data resources </li></ul></ul><ul><ul><li>Determine what you’ll need to add/grow internally/externally </li></ul></ul><ul><ul><li>Identify experienced partners </li></ul></ul><ul><ul><li>Capture or consolidate the funding at the top, selling in the value wherever necessary </li></ul></ul><ul><ul><li>Translate requirements into personal performance goals </li></ul></ul>7 Tips for Portfolio Mastery Now
  26. 26. Create a Simple Routine 7 Tips for Portfolio Mastery Now 7. Create and implement a routine 1 REVIEW BUSINESS OBJECTIVE & AUDIENCE PROFILE 3 DEVELOP EVENT STRATEGY 4 BUILD EVENT PORTFOLIO 5 ASSESS AND REFINE PORTFOLIO DAILY 2 ARTICULATE EVENT PORTFOLIO OBECTIVES
  27. 27. David Michael Rich Senior Vice President Program Strategy/Worldwide George P. Johnson Experience Marketing +1 617-535-9822 [email_address] http://twitter.com/richexpmarkting More Information & The Report Mary Fehrnstrom Director, Strategic Engagement & Communications Cisco Systems

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