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TIPS & ADVICE FOR INCREASING EVENT EFFECTIVENESS
Eric Eden Senior Vice President Marketing Cvent
Amanda Young Events Leader GE Healthcare
Klara HonzikovaGlobal Event Manager Socialbakers
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AGENDA
TOP 10 WAYS TO INCREASE EVENT EFFECTIVENESS / MARKETING ROI
CASE STUDIES
• GE HEALTHCARE
• SOCIALBAKERS
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#1
DEFINE
SUCCESS,
ACROSS ALL
STAKEHOLDERS
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#2
BUILD
TRACKING
MECHANISMS
TO MEASURE
SUCCESS
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#3
COORDINATE
EVENTS WITH
YOUR OTHER
MARKETING
PROGRAMS
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#4
GET SURGICAL
WITH YOUR
OUTREACH
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#5
TEST. TEST.
TEST.
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#6
ENGAGE
ATTENDEES
EARLY, AND
OFTEN
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YOUR EVENT
#7
LEVERAGE THE
ENTIRE
ECOSYSTEM
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#8
GAIN INSIGHT
INTO YOUR
MARKETING
EFFECTIVENESS
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#9
USE TRACKING
TO IDENTIFY
ATTENDEE
INTERESTS AND
FEEDBACK
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#10
MAKE EVENTS
SCALABLE
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2013
2017
2016
2015
2014
GE Healthcare’s Centricity LIVE
(Launch Year)
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2013 2017
Attendees and locations
2013 2017
Event Staff
Even Budget Year over Year
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CREATE GREAT CONTENT
CREATE GREAT CONTENT
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BUILD A LOYAL COMMUNITY
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LEVERAGE CONSISTENCIES
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BE AN EVENT TEAM IN MOTION
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L120
Latinum
X129
Xenium
P15
Phosphorus
E125
Etherium
08
Oxygen
Re75
Rhenium
THINK BIG
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TODAY
• Klára &
• San Francisco
• London
• ROE
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SOCIAL MEDIA
ANALYTICS COMPANY
• Founded 2009
• 12 offices worldwide
• 100+ events
• 300+ employees
• 2500+ clients
• 1/3 of the marketing budget is dedicated to events
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SOCIAL INSIGHTS SAN FRANCISCO
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PLAN• June 26th 2014
• Afternoon eventfor 50 pax
• 3 externalspeakers
• Clients preferably
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REALITY
• June 26th 2014
• Afternoon event• for 50 pax
• 3 external speakers• Clients preferably
• June 5th 2014
• Afternoon event• for 20 pax
• 0 external speakers• No clients
• 0 ROI
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WHY
• Not enough time
• Not enough resources
• Lack of brand awareness
• Small & not established team
• Weak follow-up
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ENGAGE LONDON 2014
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WHY• Not enough time
• Not enough resources
• Lack of brand awareness
• Small & not established team
• Weak follow-up
• 6 months for prep
• Team work
• Strong position in the UK
• Team of 12
• Follow-up driven by team motivation
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2013 X 2014
0
100
200
300
400
500
600
700
800
900
1000
attendees live stream ARR won
London 2013
London 2014
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Look at your current situation, the market around you & your
target groups.
ANALYZE
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Both qualitative & quantitative to measure
the success.SET GOALS
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Surround yourself with the best people
you can find.TEAM WORK
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Everyone needs to be informed & kept
in the loop.UPDATE
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Prepare amazing content not only from your
organization, but from external speakers &
partners as well.CONTENT
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Motivate your team before & after the event.
Make the competition fun.
MOTIVATION
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Have a clear plan for your sales team for the days around the event.
Coordinate.
SALES PRESENCE
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Maximaze the impact.
EVENT
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Track & report.
Get as much feedback as possible.
FOLLOW UP
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Measure & celebrate.
SUCCESS
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LIFE IS A JOURNEY
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BEFORE
YOU GO!
Take the
session survey!
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THANK YOU!
Eric Eden Senior Vice President Marketing Cvent
Amanda Young Events Leader GE Healthcare
Klara HonzikovaGlobal Event Manager Socialbakers