Field Marketing in the New Year: Preparing and Planning Events in 2021

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Rachanu Tee
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Empathy has to stay top of mind

Utilized customers, chat functionality, etc.
Customers were able to bridge the gap for our community.
Community first
Wanted to bring everyone together through really engaging experiences

Here at Adobe we have a amazing partner programs. Teaming up with partners is a great way to reduce costs, strengthen your message and reach a wider audience. With so many virtual everythings going on, it’s better to do less frequency and better content

We don’t make a single decision without using historical data. Cant be efficient without utilizing the numbers. Even if it is something we have never done before. Check where customers are, what are their interests, what programs work better than others? Did you survey the audience after? What did you find? Doesn’t need to be solely focused on quantitative, can be qualitative too. Of course, sometimes you have to take a risk but still do your homework. Create new benchmarks. We have had to adjust so quickly, but make sure that when you start something new, you track it and find ways to improve, always. You never know when something from a year ago could be helpful today. Look for trends that may help predict the future.
Many of us probably could have predicted no in person events and many did

Have you created new benchmarks yet?

Better reach due to virtual – can even have a truly global event because no one needs to travel,
Can focus on time zones rather than one city. It is easier to attend virtually than in person ever was. Think about your audience and how you can accomdate them.
Team up with partners
Use data for decision making
Don’t re-invent the wheel, we can make small changes

Be congizant of our new work schedules – with virtual school learning, pets, meetings at odd times, we can't shut down like we used to. We can't take 3 days off and fly to vegas without our device. Chats and emails are coming through while we particiapte in virtual events and it can be difficult to turn those off.

With that said, I'll hand it over to Shannon Jasper who is going to walk through some of the regional events we have executed

Field Marketing in the New Year: Preparing and Planning Events in 2021

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