Event Marketing -- Executive Events -- Hatch 1000 Four Workshop

Deany [email protected] AssistMyEvent.com757-785-5081

For Your Product or ServiceEvent Marketing

Executive Events AssistMyEvent.com

The process of making contacts which may lead to a sale or other favorable outcome.

Lead Generation

Market directly to your customers.Top Reasons for Events

01Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product or service.

Brand Awareness

02

Communicate effectively with a prospect concerning your product or service.

Engage Prospects

03Educating your prospect about the benefits of using your product or service.

Educate04


Which event targets your potential customers?Types of Events

Product Launch. Conference. Lunch & Learn. Seminar. Open House. Celebration. Grand Opening. Training Seminar. Trade Show. Holiday. Fundraising. Retreat. Virtual. Hybrid.


Where do they live, work and play?

What are their backgrounds, goals and challenges?

How do potential customers find and consume your information?

Needs Solution

What problem do they need

solved?

How will you solve

their problem?

Who is YOUR ideal customer?

WINNING ProjectPowerPoint Template


Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers. Know who they are!

Buyer Persona (Ideal Customer)

JOBWhat is your job role?

How is it measured?

What skills and tools do you use?

GOALSFor what are you

responsible?

What does it mean to be successful in your role?

CHALLENGESWhat are your biggest

challenges?

How do you overcome these?

COMPANYIn what industries does your

company work?

What is the size of your company (revenue, employees)?

BACKGROUNDAge

Family (single, married, children)

Education

SHOPPINGInteraction preference - email, phone, in person?

Internet research prior to purchase?

INFORMATIONWhat publications or blogs do

you read?

From what mediums do you glen info – radio, podcast, TV,

print, internet.

PLAYWhere do you socialize?

Are you a member of any organizations , clubs or

groups?


Know what your customer wants

Know how you can help them

Our Real Mission


72 years young, fixed Social Security income, wants to feel youngFanny the Granny

Prefers to talk on the phone rather than text.

Doesn’t know how to check email. Writes letters.

Loves Facebook – makes her feel young. Uses it everyday.

Lives at Roley Senior Center in Virginia Beach, VA 23464.

Fanny has lived a healthy life and is vibrant and active in her old age. She is retired and enjoys playing with her three grandchildren and loves dancing at her Virginia Beach senior center on Thursday nights. She is a foodie but had to give up hard foods now that she has no teeth.

About


45 years old, $65K per year, former runner with joint painBob the Banker

He loves discussing his running days with other athletes. Subscribes to fitness magazines.

He throws away mail without opening it and prefers email communication.

He is active on LinkedIn and is part of the Banker Association of America.

Lives in Norfolk, VA

Tom is a Mortgage Banker in Norfolk. He has completed nine full marathons and is now suffering from joint pain. He shops for pain medication online and is looking to participate in low impact sports. He has to do lots of networking for his job but it takes up a lot of time. He wants a raise.

About

Enjoys beer at Smartmouth with friends every week.


36 years old, $31k per year, wants her business to growSmall Business Sallie

Needs to grow the business so she can put her son in a better school.

Subscribes to Entrepreneur, Fast Company and Inside Business magazines.

Attends Meetups and looks for new small business groups to join.

Lives in Chesapeake, VA 23320

Sallie is a single mother of six year old Rylan. She runs a small bakery business from her home. She wants to grow her business so she can hire part-time help. She juggles many things so uses calendar and sticky notes to keep her business on track, which is not working. She needs a better system to keep track of her baking inventory.

About

Listens to Bloomberg radio and Flour Bakery podcast.

RAVE“Eat Sleep Rave Repeat”


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Age: 15-25

Music preferences: Dubstep, House,

Electronica, Techno, Trance, Ambient,

EDM…

CONFERENCE


Usually Educational - InformativeConferences

• Show off your organization• Educate consumers with

the latest industry information

• Position yourself and your organization as leaders in your discipline

• Raise brand awareness of your company

HOST

SPONSOR

EXHIBIT

• Find conferences that target your ideal client.

• Craft your business event plan – what are you going to accomplish by hosting, sponsoring or exhibiting?

• How will you measure success?• What is your follow up plan?


LAUNCH PARTY

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Brand Awareness – Show Off Your Product or Service

Elements of an Effective Launch Party (Opening Celebration)

• Location• Guests• Entertainment• Sponsorships

Know Your Target

Audience!

• Strong first impression• Attract new clients• Attract investors• Market to the correct people• Get directly in front of prospects


Target Audience: Local small business owners that are busy running the day-to-day operations of their business.

New local bookkeeping and administration office

Purpose of event: Meet local business owners and showcase capabilities. Make appointments.

Boyd Office Management Services Launch Party

Advertised as a launch event and also as a small business networking event.

.Location: Boyd Management’s pop up office. With kitchenette, brought in cocktail tables.

Entertainment: Invited Mayor to do prize drawings. Gave away goodie bags and branded merchandise. Gave 20 min business presentation.

Personal invitations to VIPsMediums: Posters on community boards, press release to newspaper and radio stations, advertised to Facebook groups, asked friends to bring other business people.

Result: Out of 70 RSVPs 55 people attended. Made 19 follow up appointments and captured all others info for future follow up.


Target Audience: Current clients and vendors.

Graphic design and marketing company – logos, billboards, brochures, ads, web design…

Purpose of event: To say thank you to clients and reveal new website. Upsell existing clientele.

oCreations Client & Vendor Celebration

Location: Cain’s Restaurant & Saloon where they showcased their latest client designs and new website.

Entertainment: Gave new website presentation. Played games that awarded clients with t-shirts and prizes. Guests were also asked to write testimonials that were added to the website.

Mediums: Email and physical invitations.

Result: oCreations was able to share their skills and expertise with a captured audience. 23 follow up meetings were made to upsell current clients.


Target Audience: Fashion-forward youth who want to be invited and be a part of exclusive parties held in town. Early tech adopters.

Nokia cell phone company

Purpose of event: Introduce new phone to techies and early adopters. Create awareness.

‘Lumination’ Launch Party for the Nokia Lumia Range

Lumination was an exclusive by invitation only event.

.Location: Club theme at Bonifacio High Street Central.

Entertainment: Light displays, house music, art activities, food and cocktails. 3D building mapping of the evolution of Nokia phones.

Guests posted videos and pictures on their social media platforms.Mediums: Potential target was engaged via Facebook and Twitter. First 100 shares got free tickets to the event.

Results: 839 shares on FB, 6,683 tweets using event hashtag. Packed fun event resulting in pre-sales of the new phone.


Create an event to move your prospects down the sales path to become loyal customers.Sales Path

STRANGERProspect has not

heard of your brand.

AWARENESSProspect attends an

event and is now aware of your

brand and how you can help them.

CONSIDERProspect is

engaged, educated and is considering purchasing from

you.

PURCHASEProspect is sold and

becomes a customer.

LOYALTYCustomer enjoys

your product or service and is a potential repeat

buyer.


Marketing

Budget

Venue

Date/Time

Sponsorship

Registration

Some things to do or consider prior to your event.Before the Event

And more.


Registration

Set up

Lead Capture

Share

Entertainment

Capture

Some things to do or consider at your event.During the Event

And more.


Evaluate

Follow up

Share

Engagement

Communicate

Some things to do immediately following your event.After the Event

And more.


Use the medium that best targets your ideal customer.Event Promotion

Google AdWords, Social paid advertising, TV, radio, newspaper, journal/mag billboard

Traditional

Interview speakers-create blog post/video from answers; Give promo info

Attendees/Speakers

Lanyard, Eventbrite, FB event, community/industry boards, calendars

List on event sites

Always include hashtag. FB, Twitter, Instagram, YouTube,

LinkedIn, Vimeo, FourSquare

Social Media

Posters, direct mail, email, phone calls (boxpilot), press

release, flyer, postcard

Off-line

Blogs, forums, event sites, articles, speaker blogs and

articles, expert promo

Industry Specific


Have a clear purpose

Determine buyer personas

Pick event type to target prospect

Promote

Engage

Lead capture

Follow up

The End

Q&A


Executive Events is an event planning and management company that works with you and your business to create unforgettable events that promote your company and help build client relationships.

Get in Touch!

757-785-5081

[email protected]

AssistMyEvent.com

Based in Norfolk, VA serving globally

Executive Events LLCThe Premier Provider of Business Event Planning, Marketing and Management Services.

Contact us to schedule a consultation today!