PANPHA ANNUAL CONVENTION SESSIONS 41-A  JUNE 23, 12:30 - 2:00  BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET Creating Sale...
Goals <ul><li>Be able to develop an annual strategy of event planning </li></ul><ul><li>Learn compelling ways to promote e...
 
JANUARY 2010   TO   DECEMBER 2010 Develop an Annual Strategy SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 ...
Annual Strategy <ul><li>Determine strategy for the entire year  </li></ul><ul><ul><li>Discuss quarterly or semiannually </...
Lead Generation vs. Sales-Conversion <ul><li>Three types of events: </li></ul><ul><li>Lead generation </li></ul><ul><li>Sa...
Lead Generation Events <ul><li>The goal is to drive a large number of people into community </li></ul><ul><li>The event sh...
Example Lead Generation Event Taste of Life/Demo Days
Sales Conversion Events <ul><li>Smaller more intimate events </li></ul><ul><li>Existing leads in lead base </li></ul><ul><...
Example Sales Conversion Event Progressive Dinner
Hybrid Lead Generation/Sales Event <ul><li>A hybrid event acts to both generate new leads and to move existing prospects f...
Example Hybrid Event Senior University
Compelling Ways to Promote Events
Components of Successful Promotion <ul><li>Decide how you want to promote the event </li></ul><ul><ul><li>Market </li></ul...
How to Promote the Event <ul><li>Market – Direct Mail </li></ul><ul><ul><li>To the lead base only? </li></ul></ul><ul><ul>...
E Newsletter and Landing Page
Messaging and Response Vehicles <ul><li>The message should be compelling to the market </li></ul><ul><ul><li>Short, clear,...
Messaging and Response Vehicles <ul><li>Direct Mail </li></ul><ul><ul><li>Include a business reply card </li></ul></ul><ul...
Event  Execution
Three Keys to Successful Execution <ul><li>Handling RSVPs </li></ul><ul><li>Identifying and Qualifying (Hot, Warm, Cold) <...
Handling RSVPs <ul><li>How does your team handle RSVPs? </li></ul><ul><ul><li>Receptionist takes the name and number/infor...
Identifying and Qualifying <ul><li>Thorough discovery prior to event </li></ul><ul><li>Color coding name tags </li></ul><u...
Maximizing Face Time <ul><li>Face time allows “selling” to occur </li></ul><ul><li>Touring and staff communication during ...
Other Event Tips <ul><li>Prepare an event checklist </li></ul><ul><li>Count “buying units” when looking at the number of p...
Post Event Analysis – Measuring Success <ul><li>How many new leads were generated? </li></ul><ul><li>How many existing lea...
Top 6 Most Successful Events <ul><li>Lead generators </li></ul><ul><ul><li>“ Lunch and Learn” informational session series...
Top 6 Most Successful Events <ul><li>Sales Conversion </li></ul><ul><ul><li>Resident Panel </li></ul></ul><ul><ul><li>Smal...
Top 6 Most Successful Events <ul><li>Hybrid Events </li></ul><ul><ul><li>Resident Housewarming Parties </li></ul></ul><ul>...
KRISTIN KUTAC WARD LAUREN MESSMER BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET PANPHA 2010 ANNUAL CONVENTION WEDNESDAY, J...
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Creating Sales Driven Events

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Creating Sales Driven Events

  1. 1. PANPHA ANNUAL CONVENTION SESSIONS 41-A JUNE 23, 12:30 - 2:00 BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET Creating Sales-Driven Marketing Events
  2. 2. Goals <ul><li>Be able to develop an annual strategy of event planning </li></ul><ul><li>Learn compelling ways to promote events </li></ul><ul><li>Event execution: understand how to handle leads prior to and during the event </li></ul><ul><li>Receive creative and effective event ideas </li></ul>
  3. 4. JANUARY 2010 TO DECEMBER 2010 Develop an Annual Strategy SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
  4. 5. Annual Strategy <ul><li>Determine strategy for the entire year </li></ul><ul><ul><li>Discuss quarterly or semiannually </li></ul></ul><ul><li>Determine: </li></ul><ul><ul><li>1) How many events </li></ul></ul><ul><ul><li>2) Intended audience (goal of the event) and size </li></ul></ul><ul><ul><li>3) Topics – don’t determine topics first </li></ul></ul>
  5. 6. Lead Generation vs. Sales-Conversion <ul><li>Three types of events: </li></ul><ul><li>Lead generation </li></ul><ul><li>Sales conversion </li></ul><ul><li>Hybrid of lead generation and sales conversion </li></ul>
  6. 7. Lead Generation Events <ul><li>The goal is to drive a large number of people into community </li></ul><ul><li>The event should generate new leads and new exposure to the community </li></ul><ul><li>These events are typically 50 or more people </li></ul><ul><li>Includes social events and educational events for the public, social/networking or educational (CEU’s) events geared toward referral sources, or any event with the primary goal of generating leads </li></ul>
  7. 8. Example Lead Generation Event Taste of Life/Demo Days
  8. 9. Sales Conversion Events <ul><li>Smaller more intimate events </li></ul><ul><li>Existing leads in lead base </li></ul><ul><li>These events could be as few as 5 to as many as 35 people </li></ul><ul><li>Geared toward moving the existing leads closer to making a decision </li></ul><ul><ul><li>Moving prospects through the sales process from cold to warm – warm to hot – hot to deposit </li></ul></ul>
  9. 10. Example Sales Conversion Event Progressive Dinner
  10. 11. Hybrid Lead Generation/Sales Event <ul><li>A hybrid event acts to both generate new leads and to move existing prospects from one level to the next. </li></ul><ul><li>Promotion to the existing lead base as well as a purchased (external) list </li></ul><ul><li>Needs to be both a low barrier of entry but in-depth enough about the community to communicate benefits </li></ul><ul><li>The number of attendees would typically be between 20 and 50 people </li></ul>
  11. 12. Example Hybrid Event Senior University
  12. 13. Compelling Ways to Promote Events
  13. 14. Components of Successful Promotion <ul><li>Decide how you want to promote the event </li></ul><ul><ul><li>Market </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>What works for you? </li></ul></ul><ul><li>Compelling with appropriate messaging and various response vehicles </li></ul>
  14. 15. How to Promote the Event <ul><li>Market – Direct Mail </li></ul><ul><ul><li>To the lead base only? </li></ul></ul><ul><ul><li>To a purchased list? </li></ul></ul><ul><li>Methods </li></ul><ul><ul><li>Supported by print advertising? </li></ul></ul><ul><ul><ul><li>Qualified and unqualified prospects </li></ul></ul></ul><ul><ul><li>E-mail campaign/web campaign? </li></ul></ul><ul><ul><li>Banner ads? </li></ul></ul><ul><ul><li>Landing pages? </li></ul></ul><ul><ul><li>Referral event supported by outreach only? </li></ul></ul>
  15. 16. E Newsletter and Landing Page
  16. 17. Messaging and Response Vehicles <ul><li>The message should be compelling to the market </li></ul><ul><ul><li>Short, clear, concise </li></ul></ul><ul><ul><li>Action driven </li></ul></ul><ul><ul><li>Not condescending </li></ul></ul><ul><ul><li>Accurate to expectations </li></ul></ul>
  17. 18. Messaging and Response Vehicles <ul><li>Direct Mail </li></ul><ul><ul><li>Include a business reply card </li></ul></ul><ul><ul><li>Have an “RSVP by” date </li></ul></ul><ul><ul><li>Is it an event-only piece or does it promote key selling point? </li></ul></ul><ul><ul><li>Examples </li></ul></ul>
  18. 19. Event Execution
  19. 20. Three Keys to Successful Execution <ul><li>Handling RSVPs </li></ul><ul><li>Identifying and Qualifying (Hot, Warm, Cold) </li></ul><ul><li>Maximizing “face time” </li></ul>
  20. 21. Handling RSVPs <ul><li>How does your team handle RSVPs? </li></ul><ul><ul><li>Receptionist takes the name and number/information </li></ul></ul><ul><ul><li>Someone in the sales office takes the name and number/information </li></ul></ul><ul><ul><li>Someone in the sales office not only takes the information but also performs discovery prior to the event to determine interest level, hot buttons, objections, etc. </li></ul></ul>
  21. 22. Identifying and Qualifying <ul><li>Thorough discovery prior to event </li></ul><ul><li>Color coding name tags </li></ul><ul><ul><li>Everyone in your community should be aware of hot leads and how to interact with them </li></ul></ul><ul><li>Schedule personal tours prior or immediately following events </li></ul>
  22. 23. Maximizing Face Time <ul><li>Face time allows “selling” to occur </li></ul><ul><li>Touring and staff communication during the event focus on sales versus mingling </li></ul><ul><li>Set up a registration table for larger events </li></ul><ul><li>Or, for larger events, set up booth with banner ups and brochures (similar to Expo events) </li></ul><ul><ul><li>Staff with a minimum of two people </li></ul></ul>
  23. 24. Other Event Tips <ul><li>Prepare an event checklist </li></ul><ul><li>Count “buying units” when looking at the number of people attending </li></ul><ul><li>Call 2 days in advance to confirm RSVP </li></ul><ul><li>Data entry into leadbase THAT day before you leave – while fresh in your head </li></ul><ul><li>Follow up </li></ul>
  24. 25. Post Event Analysis – Measuring Success <ul><li>How many new leads were generated? </li></ul><ul><li>How many existing leads showed renewed interest ? </li></ul><ul><ul><li>How many initial tours from existing leads? </li></ul></ul><ul><ul><li>How many retours? </li></ul></ul><ul><ul><li>Leads without communication in last 6 months? One year? </li></ul></ul><ul><li>How many deposits/move-ins? </li></ul>
  25. 26. Top 6 Most Successful Events <ul><li>Lead generators </li></ul><ul><ul><li>“ Lunch and Learn” informational session series </li></ul></ul><ul><ul><li>Tends to generate more qualified leads than “educational” types of events; inform prospects about the benefits of the community; have 2-3 luncheons in each market area </li></ul></ul><ul><ul><li>Home and Garden Tour </li></ul></ul><ul><ul><li>Showcasing the activity and vitality of the population – as well as the physical residences </li></ul></ul>
  26. 27. Top 6 Most Successful Events <ul><li>Sales Conversion </li></ul><ul><ul><li>Resident Panel </li></ul></ul><ul><ul><li>Smaller, intimate event where warm and hot prospects interact one-on-one with residents </li></ul></ul><ul><ul><li>Invite 10 to 15 hot/warm prospects to the next resident outing (symphony, jazz festival, play, trip into a city, etc) and have marketing pay for the costs </li></ul></ul>
  27. 28. Top 6 Most Successful Events <ul><li>Hybrid Events </li></ul><ul><ul><li>Resident Housewarming Parties </li></ul></ul><ul><ul><li>New residents hold small, intimate events that bring in qualified leads with an existing connection to the community </li></ul></ul><ul><ul><li>Wellness event focused on one of the six dimensions of wellness (lead generation and warming up existing leads) </li></ul></ul><ul><ul><li>Example: “The Role of Angels in Different Religions” (spiritual wellness) </li></ul></ul>
  28. 29. KRISTIN KUTAC WARD LAUREN MESSMER BY DESIGN SOLUTIONS WWW.BYDESIGNSOLUTIONS.NET PANPHA 2010 ANNUAL CONVENTION WEDNESDAY, JUNE 23 Thank You!

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