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Creating A Killer
Event
Presented by
Stefa Normantas, Principal
Green Tree Event Consultants
January 27, 2012
(or at least avoid disaster)
To Start…And You Would
Be Who? [favorite elements of my big fat life]
@StefaNormantas
What We’ll Cover
 Introduction
 The Questions You Must Answer
 How To Build A Successful Plan
 Managing The Pieces
 Integrating Social Media
 Q & A
About Our Companies
 Produce conferences, trade shows, galas, special
events typically in business to business arena
 Full service from concept/sales/logistics/execution/post
Events we do…
Specialize in business-to-business events…
@neproducts
Biggest
shows
you’ve
never
heard of…
And other fun things…
Biggest. Bow. Ever.
Producers of the 2013
LPGA Futures
Portland, Maine
…Now: What You Must Know
First, You Must Ask The Question
“Who and Why”
of your event
What is the soul of
your event?
Who & Why …you say?
Need a laser-sharp,
informed answer.
Holy Grail Question
Answers will
drive all
planning &
social media
efforts.
Big Picture For Killer Events
It’s about knowing your peeps,
cultivating relationships to provide
an experience of value and
speaking with an authentic voice.
Where to begin?
Events are like individual
businesses…budgets, sales,
accounting, marketing, operations
Miss elements at your peril.
Planning = Success
Killer Events
•Inspire
•Connect with a need
•Bring the attendee to a valued experience
•Thoughtful details
•Unexpected twists, touches
Keep asking…”what’s the soul of the event and stay close….”
Plan Elements
• Purpose (hint: not money)
• Budget
• Metrics for success
• Timeline
• Task List (Sales, Marketing, Ops)
• Evaluation
Killer Events
How To Manage The Pieces
What are the tools?
Tools To Consider
Project Planning
•Basecamp
•Tomsplanner
•oneplacehome
•Todoist
•[Filemaker pro]
Tools To Consider
Registration/Tickets
•Regonline
•Cvent
•Eventbrite
•EventFarm
•Constant Contact
•Wordpress
Tools To Consider
Others worth a look…
•Socialtables-planning for large,
seated events
•Surveymonkey
•Storify-social storytelling
•Paper.li – online newsletter
Underutilized Tip #1
Partner, Partner, Partner
Great events have great partners.
Find yours.
Why Partner?
Leverage.
Where/Who?
• Association alliances
• Media (radio, print….)
• Outreach groups
• ‘Endorsing’ Sponsors
• Non-profits/Charity
Killer Tips
•Know what your channels deliver for attendance-don’t over-
rely on social media
•Offer exclusive experience-behind the scenes for vips
•Early bird pricing works
•Bonus early signups –first 25 get swag; better than drawing
•Scarcity helps – only xx tickets left
•Offer incentives if they post on their walls
Moving To Social Media…
Underutilized Tip #2
Sad Fact
Your event is not likely to
“go viral.”
Work will need to commence.
my worst event fear….
How To Succeed?
Don’t Rely On Social Media
For Driving Attendance
Focus on how to create value and
use social media to amplify the results.
Test Time
Awareness Test
Create Event Personas
Focus on your top 3 personas
•Who are they?
•Demographics (age, $, education)
•What’s important to them?
•Where do they live in the social
media world?
Play to your social strengths
Know which platform works for
you…find help for the rest.
YouTube, Twitter, Facebook,
Linked In, Tumblr, Pinterest….
Social Media – Miracle Grow
Understand why you’re using social
media….apply accordingly….
•Generate traffic?
•Revenue?
•PR/Awareness?
Use An SM Editorial Grid
Date Exhibitor Sponsor Attendee Event
Feature
Industry
Week 1
Week 2
Week 3
Need Ideas on Content?
Sponsor callouts
Crowdsource
Behind the scenes
Flash events
Flickr pages
Scavenger hunts
Training
Attendee profiles
Subtlety not helpful.
Be crystal clear in your call to
action.
What exactly do you want
them to do?
Don’t Forget
•Get your hashtags early (check
out for unintended crossovers)
•Have your blurb kit ready for pass
alongs…badges, buttons, banner
ads, calendar listing, press
release….use your partner’s
marketing channels as well…
Finally…
Events are killer when there’s a
shared purpose and a spirit of
collaboration and connection.
Leverage social media to help
build your killer event one
relationship at a time.
Need a good book?
Thank you!
Stefa@greentreeevents.com
@stefanormantas
@neproducts
www.greentreeevents.com

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Creating a Killer Event

Editor's Notes

  1. As one of the only full service event managers and marketers, we see which events work and have a unique view that taps us into the industry.
  2. Producers of New England Products Show For those not familiar…giftware/specialty food, all products are juried, ne made This is where we see a firsthand look at the tourism confidence level Held in march for 3 days—on site, we quickly hear if the buyers are buying…….reflecting if they have confidence in the upcoming tourist season. It’s our early indicator of retailer expectations.
  3. This year’s project from one of those crazy new yorkers….
  4. This year’s project from one of those crazy new yorkers….
  5. We’ll start with why we go….