How to Plan & Execute a Seminar

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Agenda:
* Set Your Objectives & Strategies
* Planning The Date, Location, Topic & Time
* Marketing & Sales Coordination
* Marketing Execution: Registration Form & Invitation
* Seminar Presentation
* Day of the Event Logistics
* After the Event Follow-Through
* Resources

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How to Plan & Execute a Seminar

  1. 1. Bob Hebeisen * VARbeisen * http://varbeisen.blogspot.com/ * 2011 January 24<br />How to Plan & Execute a Seminar<br />
  2. 2. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  3. 3. Objective: sell ____________________________<br />Set Your Objectives & Strategies<br />Creo Elements/Direct<br />
  4. 4. Objective: sell ____________________________<br />Capitalize on the Creo product launch “buzz”<br />Explain Creo product strategy to existing customers<br />Sell Direct Modeling to existing Parametric customers for near-term revenue opportunity and to set your customers up to appreciate the full benefit of Creo when it is launched<br />What constitutes success?<br /># attendees<br />$ sales<br />Strategy: <br />Develop a detailed plan<br />Coordinate marketing & sales <br />Execute flawlessly<br />Leverage the ecosystem…<br />PTC Marketing<br />PTC Sales<br />PTC Technical Sales<br />Follow up and sell<br />Set Your Objectives & Strategies<br />Creo Elements/Direct<br />
  5. 5. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  6. 6. Set the key details ASAP:<br />You cannot begin promotion until these details are locked:<br />Date <br />Location<br />Topic & Time<br />Setting the Date: <br />Consult the calendar and back into a seminar date based on your promotion schedule<br />Give yourself a week to plan the basic logistics and develop promotional materials<br />At least 3 emails, 3 weeks of promotion<br />Plan around holidays<br />Do not hold events on Monday or Friday<br />Event date: Thursday March 3rd<br />A reminder/confirmation email & call campaign a day or 2 before the event<br />Weekly sales call campaigns<br />Planning the Date, Location, Topic & Time<br /><br />Today: planning kickoff<br />First email promo<br />Second email promo<br />Third email promo<br />Reminder email + phone<br />Event Date<br />Fourth email promo<br /><br /><br /><br />Presidents Day<br /><br /><br />
  7. 7. Set the key details ASAP:<br />You cannot begin promotion until these details are locked:<br />Date<br />Location<br />Topic & Time<br />Setting the Location:<br />Choose a location that is central and convenient for your prospects<br />If you can’t name 10 pipeline accounts within 100 miles of your seminar location then don’t do a seminar. Do lead generation instead.<br />Make sure your facility has the appropriate technical setup (projector, internet if necessary)<br />It is OK to rent a function room at the local Holiday Inn<br />FREE: your own training facility, or a PTC office<br />A local university, a local country club<br />Facilities of PTC’s “Performance Partners” (Penske, NASCAR, etc.)<br />Planning the Date, Location, Topic & Time<br /><br /><br />
  8. 8. Set the key details ASAP:<br />You cannot begin promotion until these details are locked:<br />Date <br />Location<br />Topic & Time<br />Setting the Topic & Time:<br />Do a half-day seminar, in the morning <br />People are too busy to take a full day out of the office<br />You can plan an optional second half of the day (golf, etc.)<br />Resources for seminar topics: <br />Seminar Materials on the Marketing page of the PTC Partner Portal<br />Marketing Toolkits on the Marketing page of the PTC Partner Portal<br />Don’t necessarily use the title of the sales presentation as the seminar topic<br />Shift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learn<br />“PTC’s Creo Strategy: What Does It Mean for a Pro/ENGINEER User?”<br />Planning the Date, Location, Topic & Time<br /><br /><br /><br />
  9. 9. Where to find it:<br />PTC Partner Portal<br />Marketing page<br />Creo Marketing Toolkit<br />“Creo Seminar-In-A-Box: Selling CreoElements/Direct to Existing Creo Elements/Pro Customers”<br />Create a Seminar-in-a Box<br />
  10. 10. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  11. 11. Coordination is perhaps the single most critical factor for success:<br />Planning & goal setting<br />Augmentation of the marketing database with the sales Rolodex<br />Weekly status updates<br />Weekly sales call campaigns<br />Technical Sales/demo<br />Presentation “dry run”<br />Day-of-event execution<br />Post-event sale follow-through<br />Marketing & Sales Coordination<br />
  12. 12. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  13. 13. Registration form should do the following:<br />Brief copy to promote the seminar topic, date, & time<br />Capture registration information for you to manage<br />Ask registrants to pre-submit questions on the form<br />Send an automatic confirmation email to the registrant so he knows he is registered<br />Connect the registrant to an Outlook calendar invitation<br />Outlook calendar invitation should have the topic, date, time, and brief promotional copy<br />Link to Google Maps directions<br />List any parking options<br />A pop-up reminder set for 1 day in advance<br />Create it in your Outlook calendar, then save it as an ICS file. <br />Post that file to the web and link to it from your registration confirmation page and/or confirmation email<br />Use of a ICS file will improve your attendee rate and reduce no-shows<br />The Registration Form on your Website<br />
  14. 14. Link to the form in all promotions:<br />Email blasts<br />E-newsletter<br />Website banners<br />Sales “basho” emails and OFTs<br />Telemarketing/Telesales (vanity URL)<br />Etc.<br />Failure to take all registrations through the form will make it very difficult to manage the registration list, send reminders to registrants, etc.<br />The Registration Form on your Website<br />
  15. 15. Writing a good Seminar Invitation<br />Sell the offer, not the product <br />Convey the value of attending<br />What will they gain from attending?<br />From whom will they learn it?<br />Remove reasons for hesitation<br />When & where is it?<br />How do I get there?<br />Is there parking?<br />Will I have to skip a meal?<br />Is it really for me?<br />The Invitation<br />
  16. 16. Writing a good Seminar Invitation<br />A good formula to follow:<br />A compelling subject line<br />Short opening (You’re invited…)<br />Seminar title, location, date, time<br />Register today [link]<br />What you will learn (3 bullets)<br />Presenter bios<br />Who should attend<br />Register today [link]<br />The Invitation<br />
  17. 17. Email Blast using SharedVue<br />Compose and format your email in MS Word. Print a hard copy.<br />The Invitation<br />
  18. 18. Email Blast using SharedVue<br />Compose and format your email in MS Word. Print a hard copy.<br />Paste the copy into the SharedVue editor using the blank template <br />The Invitation<br />
  19. 19. Email Blast using SharedVue<br />Compose and format your email in MS Word. Print a hard copy.<br />Paste the copy into the SharedVue editor using the blank template <br />Recreate the formatting using SharedVue’s editor controls.<br />Upload the header and/or sidebar graphics, then insert into the layout.<br />Hyperlink to the registration form.<br />The Invitation<br />
  20. 20. OFT Email<br />Perfect for sales enablement, one-on-one emails from a sales rep to a prospect or customer<br />How to create one: <br />Compose and format your email using Outlook’s formatting tools<br />Add hyperlinks to registration form<br />Delete your signature from the bottom<br />Click “File > Save As” and select the “Outlook Template (*.oft)” file type and save it to your desktop.<br />Attach the OFT file to an email and send it to your sales people. <br />When they double-click the extension it will load as an email from them, perfectly formatted and hyperlinked, ready for them to enter an email address and click “send.”<br />The Invitation<br />
  21. 21. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  22. 22. Shift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learn<br />Customer pain points and questions<br />Business solutions<br />Benefits<br />PTC Presentations are available:<br />Marketing page of the PTC Partner Portal: “Seminar Presentations”<br />Creo Seminar-In-A-Box in the Creo Marketing Toolkit<br />Tech Sales page of the PTC Partner Portal: “Demo Library”<br />Line up technical resources ASAP<br />Tech Sales page of the Partner Portal: “Standard Demo Request Form”<br />3rd Party Validation<br />Customer (PTC Performance Partner)<br />Analyst<br />Editor for a local publication<br />Trade association rep<br />Professor from a local university<br />End with…<br />A next step in the sales engagement (PDPA)<br />An offer(TLO)<br />The Seminar Presentation<br />
  23. 23. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  24. 24. Registration Desk<br />Have it staffed before the seminar and during breaks<br />Registration list on hand (keep track of who attends and who does not)<br />Preprinted name badges (include some blank badges & a marker for any unregistered walk-ins or messed up names/titles)<br />Handouts:<br />Agenda<br />Print-out of the presentation deck<br />Product collateral <br />Business cards of sales staff<br />Satisfaction Survey (final question should be open-ended, a chance for them to ask questions or express their needs)<br />Flyer for TLO<br />Have emergency contact info on hand for:<br />All presenters and event staff<br />Facilities staff<br />A/V supplier<br />Caterer<br />The Day of the Event Logistics<br />
  25. 25. Catering<br />Be sure to have coffee, water, juice, danishes, fresh fruit, etc.<br />Note: be sure to highlight the fact that refreshments will be served on your reminder email/phone campaign – it will reduce the no-show rate<br />Door prize(s)<br />Include a small gift for every attendee (a t-shirt, a nice pen with logo, a memory stick with a logo)<br />Perhaps raffle a larger prize for one lucky winner (an iPad or other gadget, a free license of software). Conduct the drawing at the end of the event.<br />Tip: Reach out to 3DCONNEXION for sponsorship of your event and potential door prize merchandise (kristen_brady@3dconnexion.com)<br />Note: be sure to highlight your door prize on your reminder email/phone campaign – it will reduce the no-show rate<br />The Day of the Event Logistics<br />
  26. 26. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  27. 27. “Thank you” email for attendees<br />“Sorry we missed you” email for no-shows (offer to come to their office to present the content)<br />Follow up emails should have some engagement:<br />Related white paper<br />PDPA<br />TLO <br />Write up the highlights of the event for your newsletter or blog<br />Update your marketing database with any new/changed contacts<br />After the Event Follow-Through<br />
  28. 28. Agenda<br />Set Your Objectives & Strategies<br />Planning The Date, Location, Topic & Time<br />Marketing & Sales Coordination<br />Marketing Execution: Registration Form & Invitation<br />Seminar Presentation<br />Day of the Event Logistics<br />After the Event Follow-Through<br />Resources<br />
  29. 29. VARbeisen blog with VAR marketing tips and strategies: http://varbeisen.blogspot.com/<br />Planning template: Seminar Planning Calendar + Timeline + Checklist: https://docs.google.com/leaf?id=0BwdynuOi-Ji-NTliMjgxMzAtNjQxYy00MjVkLWIyNjEtN2IzOTkxNzdkY2Iy&sort=name&layout=list&num=50<br />Resources<br />

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