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.

1. Portfolio Planning in the New Economy FRIDAY, APRIL 30, 2010

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. I need to plan a portfolio…

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. I need to know how relevant an event is to my campaign…

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. I need to see what events are being considered for next cycle

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. I’m planning an event…

22. I’m planning an event…

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. I’m defining the customer journey and need some historical insight… Strengths Weaknesses Threats Opportunities

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. 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