creating a killer event

Creating A Killer Event

Presented by Stefa Normantas, Principal

Green Tree Event ConsultantsJanuary 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 AttendanceFocus 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

@neproductswww.greentreeevents.com