Event Marketing

Event Driven Marketing: What’s the

Payoff?

Brenda Stier-AnstineMarketing WorksMay 27, 2010

2

Why Event Marketing?

3


In today’s market, brand and reputation management

emphasize “experience.”

Understanding how audiences interact with,experience and leverage a brand is key.


40% of leading marketing-driven organizations will allocate MORE to experiential marketing as a

percentage of their overall spend.

5


In healthcare, pharmaceutical and biotech and consumer products and services,

“Increase awareness of the brand/product” is respectfully “the #1 and #2 priority.”

6


68% say in tough economic times it’s even moreimportant to engage stakeholders

7


89% agree experiential marketing buildscustomer relationships for the long term

73% agree experiential marketing generates sales/leads in the short

term

8


79% aligns internal audiences with brand/business goals

86% experiential marketing increases

awareness of the brand/product

9


10


11

Time vs. Quality Time

Spending “quality time” with customers not only exposes them to the brand but allows them to interact with the brand

12


Face-to-Face & E-CME Dominate in North America

13


It is all about time in measuring ROI because experiential marketing:

• Allows more time to be spent with stakeholders

• Requires less time to inspire action among participants

• Leads to longer relationships and advocacy that pays off over time


Case Study: Neurological Associates

Challenge: Encourage patient referrals from physicians and

increaseawareness of the practice.

Case Study: Neurological Associates

Strategy:• Black-tie Reflections gala • Offer a prestigious award • Encourage media and PR • Partner with a local charity

Case Study: Neurological AssociatesResults:

•100 percent self-sustaining event•Raised $10,000 for charity•250+ attend every year•5-6 hours with physicians and spouses


Case Study: Progressive Medical, Inc.RIMS Tradeshow

Challenge: Enhance opportunities to raise margins, improve qualified leads

andgenerate sales to increase revenue and overall market share.

Case Study: Progressive Medical

Strategy: • E-mail campaign before

and during show• At-show text-to-win text

messaging campaign featuring daily giveaways: Starbucks, GPS, TV and iPad

Case Study: Progressive Medical

Results: • 17% of booth visitors participated

in text-to-win campaign

• 15% open rate for pre-show e-mail campaign

• 10% open rate for at-show e-mail campaign

• Scheduled face to face meetings

20

Pre-qualification Process

• Does it fit with organizational mission and growth strategies?

• Have you set event goals?

• Is there a unique benefit to the customer?

• Will this event compromise the reputation and values of the organization?


Consider how participants will experience the brand via

touch-points including:

– Invites– Registration– Break out– Agenda– Follow up outreach– Self assessment tools– Other


• Establish a baseline of perceptions

• Create learning objectives

• Select appropriate formats

Assessment During Event

• On-site surveys

• Informal town-hall forum

• Logistical evaluation

• Anecdotal

24

Post Event Evaluations

Speaker Evaluation• Clarity• Relevance

Audience Evaluations• Objectivity• Value

Vendor Evaluations• Performance

Post Event Evaluations

After Action Reports

• What did we do well?

• What could have been done differently?

• What ideas do I have for future events?

Case Study: ADAM

• Entice attendees while maintaining the integrity of the learning curriculum.

• Developed theme that appealed to attendee and decision maker

27

Measurements for Success

“Not everything that can be counted counts, and not

everything that counts can be counted.”

28

Event Measurement Basics

• Follow-Up With Business Impact

• Deliver to CEO• Quantify

• Current time• Six months• One year

• Spend money on training