The Dos and Don’ts of Lunch and Learns

Dos and Don'ts of Lunch and Learns
Increasing event effectiveness
©2014 eTrigue Corporation 800.858.8500

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Marketing@etrigue.com
Kris S.
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The information contained in this presentation is for general guidance on matters of interest only. The application and impact of laws can vary widely based on the specific facts involved.
Given the changing nature of laws, rules and regulations, there may be omissions or inaccuracies in information provided. Accordingly, all information is provided with the understanding
that the authors and publishers are not herein engaged in rendering legal, accounting, tax, or other professional advice and services. As such, it should not be used as a substitute for
consultation with professional accounting, tax, legal or other competent advisers.

Toltec Global Services builds and
executes successful marketing
programs for a broad range of
organizations.
Jeff has 20 years of experience
integrating demand generation
systems, software, data, processes
and people.
@toltecglobal
Jeff Elias – Toltec Global Services

Agenda
• Venue and Location MUSTS
• Event Etiquette
• Follow-up and Success
• Your Data
• The “Campaign”
• Questions

Venue
• Choosing the right venue for targeting
• Senior People – Steakhouses, Capital Grille etc.
• Junior People – Bowling, Dave and Buster’s etc.
• Parking - Critical
• More important than you think
• If not free, then you must comp and let them know

Location
• Get local “Tribal Knowledge”
• Example – Silicon Valley
• Where? SJC? Santa Clara? Sunnyvale? Cupertino? Palo Alto
• Parking?
• Huge issue in the Valley
• Must be free and easily available

Lunch Event Format
• 30 Minutes
• 20 minutes presentation
• 10 Minutes Q&A
• Respect their time!
• Speakers droning on and on anger people
• Don’t allow it
• One hour start to finish including meal
• Why? Because people have to get back to work
• Recession has changed buyers time out of the office

Presentation Format
• Pick your best speakers
• Why? People want information – The Buyers Journey
• If you are going to just make it a sales pitch, then call that out.
• Making it interesting
• Present industry trends
• Establish credibility!
Here’s what the industry wants you to believe, here’s what we’re seeing…….

Defining Success
• Close out the Q&A after 10-15 minutes
• Make sure you tell the audience you will be around to
answer questions
• Benchmark: 1-5 real sales calls immediately following the
event.
• Don’t discount the face time immediately afterwards
• (for marketing people)
• Have sales briefed on the event – follow-up

Follow-Up
• Brief Sales Team on Event Presentation
• Follow-up format with attendees
• What did you like about the event?
• What didn’t you like?
• What would you like to see/hear next time?

Go Back Again
• Long Term Success Means Going Back
• Personal Example:
• Large company in Phoenix
• Attended 6 L&L’s over 4 years
• Spent $3.5 Million Storage and Software
• Changed out their Infrastructure
• We thought they were “lunch loafers”

Invitation Messaging
• Sell the value of the information - not the product
• There is always pressure from sales to “sell” the product
• Don’t do it
• Educate
• Inform
• Don’t fall for Content by Committee!

Successful Audience Acquisition
• Prospect data
• Location
• Venue
• Messaging and subject line
• Landing page
• Ease of registration
• Email timing, frequency, follow-up

Data
• It’s all about the data
• Get the right database
• Sounds Simple
• Don’t send Marketing contact IT invites
• Don’t send IT Contacts Marketing Invites
• Get this wrong and you get a low to “no” registration

Deliverability
• Always an Issue
• A few changes
• Less graphics
• Links should not be concatenated
• DKIM.ORG
• DKIM (DomainKeys Identified Mail)
• Increases deliverability
• Known DNS and IP or contact your MA vendor

Automating the Process
• Keep it simple
• Consider number of invites
• Make sure you follow-up!

Typical Live Event Campaigns
1. Invitation email
• Follow-up Invitations
• Did not register / Open email
2. Confirmation/Reminders
• Calendar / Directions / Contact info
• Consider the personal touch
3. Follow-up
• Thank you for attending
• Sorry we missed you

Before Event Activity
4 weeks Identify city, speaker, topic, date and secure venue + AV needs
©2014 eTrigue Corporation
Develop content outline, speaker bio to create email invitation
3 weeks Secure email list
Finalize email invitation, landing page programming
Secure leave-behind materials (literature, tablets, pens, surveys)
and drawing prize for post-event survey participation
Finalize luncheon menu
2 weeks Send first email invitation
Develop 1st draft of presentation
1 week Second email invitation
Create easel signage, post-event survey questions, timed agenda
Finalize presentation
3 days Print out registration list, name tags + blanks; ship all event materials to
coordinator/rep
2 days AM: Send third email invitation; send reminder email to registrants
PM: Confirm final # of attendees with venue
Luncheon Event Show time! Arrive 45-60 minutes early to set up & address on-site checklist
Post Event Review post-event surveys
Send follow-up email 1-2 days afterward

Next Coffee: December 5th –
Getting Your Data In Order for Next Year
©2014 eTrigue Corporation
Q&A
For more information please visit www.eTrigue.com or call 1-800-858-8500

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