How To Create and Manage
Successful Events
A Quick Start Guide for Avaya BusinessPartners
+ Plan
Use this guide to begin
crafting a new future for
your company.
+ Execute
Continue the Quick Start
series to take your plan from
concept to completion.
Visit Avaya Partner Marketing Central at https://pmc.avaya.com
for more Quick Start Guides and additional resources.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Introduction
What is event marketing?
Event marketing is a live presentation (in person or online) that is
sponsored or hosted by a company to offer its customers valuable
content that will help create awareness, develop solid leads and
relationships and increase sales.
Redistribute
R
Me
Gather
Results
Create Awareness
Develop Leads
Test
Increase Sales
While event marketing can be as ambitious as a branded bus touring
the country, the most frequent and cost-effective types of event
marketing are locally organized and hosted speaker events like
lunches, seminars or executive panels. The same concept online is
called a “webinar” or “webcast”
the content is broadcast
Speciﬁc during which
Measurable
Achievable
over the Internet to participants anywhere, rather than requiring live
attendance at the event location.
Product
Markets
Competitor
This Quick Start Guide
will guide youTarget
through
the creation and
Analysis
Analysis
Analysis
management of in-person
events and online
webinars. In all cases,
the
keys to success are organization and compelling content. If you need
additional help, remember that Avaya Partner Marketing Central is
here for you: https://pmc.avaya.com
Realistic
Financial
Analysis
Business/Marketing
Environment Analysis
Introduction
Details
Contacts
Goals
Time-based
2
BusinessPartner
Story
Avaya Story
Hot Technology
Trends
Reach
Your
Event
How to Create and Manage Successful Events
Interaction
Lower
Costs
The Buying
Process
2
Customer
6
© 2009 Avaya Inc. Proprietary, use pursuant
to the
terms
Testimonial
of your signed agreement or Avaya policy.
Product and
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Getting Started with Events
The goal of all marketing is to attract interest, build demand, and generate sales. However, it’s easy to see
how event marketing can accelerate and deepen relationships with target audiences better than other
marketing tactics.
That’s why planning for an event is as important as the event itself. You’ll be coordinating with several
different partners and vendors, deciding the subject matter, calculating and perhaps applying for budget
support, and other logistical details. All will have to come together perfectly to stage a successful event, so
be sure to stay focused and organized while planning your event.
The basis of any successful event is a solid strategic direction—use these three steps to establish a
foundation for a focused, relevant event.
1. Define Your Goal and Audience
Defining your goal and audience will influence the type of event you choose. That’s the only way you’ll
provide information or tools that your audience will find valuable and relevant to their lives—which is the
key to a successful event.
Is your goal to sell existing products or services? To introduce a new technology? Would you like to
influence C-level executives or the employees in the “trenches”? You know your audience better than
anyone. Consider their roles in their organizations, their levels of knowledge, their grasp of technological or
other related issues and plan accordingly.
Try to avoid a one-size-fits-all approach. Also, feel free to advertise which kind of audience the event
would be perfect for (e.g., “For managers interested in the business benefits of employee teleworking”) to
help attendees self-select.
2. Choose the Topic/Type of Event for Your Goal and Audience
Once your goal and audience are finalized, you need to figure out how to offer content that will satisfy
both. Ideally, the topic/type of event should address your audience’s needs, desires or fears in a way that
makes your product or service seem like the preferred solution. Examples of event types and how they
might speak to your audience:
++ Executive Panel Discussion: Offers multiple (possibly competing) opinions on a specific topic; encourages robust
Q&A with audience; associates you with broader industry/community at large. Audience might be smaller but most
likely skew toward high-level decision-makers who want to learn from peers.
++ Featured Speaker Seminar: Offers expert opinion on a specific topic; might allow guests and you to socialize over
meal; “breaks up” audience’s routine. Audience would probably be broad spectrum of learners, so be sure to target
presentation content to right audience (i.e., technical subject matter to the technical-minded).
++ Webinar/Webcast: Offers expert opinion, case study or demonstration on a specific topic; enables broad reach via
Internet; might be more convenient for audience. Audience can be anywhere so be sure that all presenters (host
and featured speakers) have good energy and pacing to keep attendees from dropping off.
++ Workshop/Demonstration: Offers “hands on” introduction to a new product or technology; brings concepts to
life in a compelling way; offers audience more than data or commentary for informing a decision. Audience would
probably be those below senior management who need to know products intimately.
How to Create and Manage Successful Events
3
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Contacts
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Planning
Goals Event
Checklist
Event
Support
Web Events
Lower
Costs
Reach
Getting Started with Events
Your
Event
You don’t have to make a “hard” sell presentation.
Associating yourself with expertise in an important
subject will make a powerful connection in the
minds of your audience–expertise you can reinforce
through on-site and post-event dialogue.
Interaction
Think about your sales goal, the mindset of your
audience, and then consider factors like these when
choosing a topic:
Choosing
a Topic
Tr
en
++ Product or service: Introduce a new or improved
product or service in a larger business context by
focusing on how it addresses big industry needs.
Pr
d
od
or
Ma
++ Trend or industry development: Show “thought
leadership” on new technology or a new industry
practice with an educational presentation that helps
your audience grasp it.
er
tic a
l M ar
ke
uct or Serv
In d u
stry D e
i ce
op
ve l
nt
V
t
++ Vertical market: Target a particular industry or niche
market with content that directly addresses their
unique needs.
m
e
r ke t i n g P a r t n e r s
++ Marketing partners: Combine your efforts with
another partner, a trade association and/or an
academic institution to add both credibility and
marketing muscle.
3. Event Logistics
Once you’ve determined the “what” of your event, you need to focus on the when, where and how details
like date, time, venue, and personnel. If you’re hosting a webinar or webcast, you’ll have different logistical
considerations that we discuss later in the Web Events section.
Some logistical questions to address at this stage:
++ Venue:
• How many do you anticipate attending (size of venue)?
• Will you be serving food?
• Do you need seats or group tables?
• Who will need to be involved when signing contracts?
• What kind of technology will the venue need to provide?
• Will you need staff? Will the venue provide them?
• Will you need a permit from the town for your event?
• What kind of advertising will the venue allow? Where?
Our events checklist at the end of this guide can provide you with a comprehensive preparation
strategy for your event.
How to Create and Manage Successful Events
4
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Getting Started with Events
++ Date/Time:
• Is your subject matter tied to a product launch or other calendar-based event?
• What time of day is your event? What time of year (weather)?
• How long will your event be (two hours or so is usually enough)?
• How far must you plan ahead for approvals, marketing materials, etc.?
• Have you cleared the date with your speaker before publicizing the date?
• Will you create save-the-date mailings? Invitations? Offer incentives?
++ Financials
• What is your budget for this event? Estimated Return-On-Investment?
• Will your budget require approval?
• Are there Partner or other funds available? Can you find sponsors?
• Will your event be free or will you charge a registration fee? If you charge a fee, you’ll be responsible for
providing secured financial transactions.
• Can you negotiate with the venue? Ask about validated parking, food service charges, etc.
• Are there any associated municipal fees (permits, security, etc.)?
Need a Quick Event Solution?
Start hosting customer seminars, luncheons, webinars or events in your market today. Visit
https://pmc.avaya.com today to access our Seminar-in-a-Box or Tradeshow-in-a-Box programs.
How to Create and Manage Successful Events
5
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
R
Develop Leads
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Pre-Event Preparation
Event
Web Events
Event Planning
Checklist
Support
Increase
Sales
Speciﬁc
Measurable
Product
Achievable
Target Markets
Competitor
With the basics of your event decided, it’s time to engage
others and putAnalysis
the plan in action. Analysis
This phase will
Analysis
have a lot of “moving parts” so it’s crucial that you take the lead in organizing yourself and others around
the common goal of a successful event.
“Show Flow” Operating Schedule
Details
A good way to keep track of all the moving
parts is a single master spreadsheet (Excel
or similar) that lists all details of the event,
contact information for the players, and goals
met or still in progress. This show flow should
be a living document, used at every stage and
revised as needed to ensure nothing is left
to chance.
Contacts
Goals
Invitations/Registration
Send out professionally produced and targeted invitations to register for your event about three or four
weeks before the actual event (sending earlier is not necessarily better). ByLower
now, you should have decided
Reach
Costs
if the event will be free or paid so you need to drive your audience to register
accordingly via e-mail,
phone or online form.
Your
Event
As with all direct marketing, the list you mail/e-mail to means the most. Make sure you’re reaching out to
a list of people who will be interested in your topic and expect a realistic number of responses (a 2003
Direct Marketing Association response rate study estimates the response rate at about 2%).
Event Personnel
Interaction
The amount of personnel you need to support your event will depend on the scale of the event.
At minimum, you’ll need people for:
Choosing walk-ins for the event.
++ On-site check-in: someone to confirm attendees as they arrive and potentially registering
a Topic
tic a
l M ar
t
++ Hosting the presentation: someone should act as a host for the event, giving the audience background and context,
V
presenting the speakers, and managing any Q&A.
er
ke
Tr
nt
e
++ Speakers/Panel members: the “headliners” invited to address the audience. P ro
vic
duc
en
e
Ser
t
r
o
++ Catering staff: if your event will serve food, you’ll need to coordinate with dthe
catering
pm
o r venue or a third-party
In d u
elo
v
e
stry D
service to determine menu and timing.
Ma
r ke t i n g P a r t n e r s
Like any consumer program, your event staff should be very familiar with your brand, your products and
services, the marketing objectives of both company and event, the event itself, and the “rules” of the day.
Your staff will be your company face for the duration of the event so choose wisely and educate them well.
How to Create and Manage Successful Events
6
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Rea
Financial
Analysis
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Pre-Event Preparation
Presentation Content
When it’s time to plan the presentation at the heart of the event, remember your goal and your audience
and be sure to plan it with both of them in mind. Remember, you don’t have to create the presentation
alone. You can tap into your personal professional network to partner with someone else, bring in an
industry expert, or use the resources available through Avaya.
We recommend the following agenda (or something similar) for a successful presentation of roughly
two hours:
1.
2.
3.
4.
5.
6.
7.
8.
Introduction: Joint (if applicable) kickoff of the event Partner story: Your company “elevator” speech
Avaya story: market, tech trends, our relationship
Hot technology trends: in context of solution you offer
The buying process: your business practices, financing, etc.
Customer testimonial (optional): satisfied customer speaks Product and application showcase: live demos with Q&A
Wrap up: encourage attendees to network 5 min.
5 min.
20 min.
30 min.
10 min.
10 min.
25 min.
5 min.
Tips for a Smooth Presentation
++ Keep your visual presentation content clear and not cluttered with too many words.
++ Work with the venue to plan on-site signage (banners, podium dressing, etc.) and to coordinate any technical
needs for projecting, Internet access, etc.
++ Encourage any speakers to arrive early and familiarize themselves with the space, presentation, projection,
transitions, etc.
++ View your presentation area from the audience’s perspective. Use risers, move projection screens or ask for
podiums if needed.
++ Decide ahead of time how to run a question and answer session. Will you need microphones? Runners to move the
microphone around the room?
How to Create and Manage Successful Events
7
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Day
The big day has arrived. The trick is enjoying it! While a lot will happen on event day, the preparation
(and, potentially, partnerships) you’ve focused on should make things go smoothly. Be sure to keep these
important themes in mind as the event unfolds.
1. Audience Engagement
A marketing event like a seminar or executive panel is a substantial, focused opportunity for you to
interact with your existing and potential customers. To build your lead funnel, you should focus on the
people attending the event as much as, if not more than, the event itself. Here are some easy ways to
encourage dialogue that may turn into a sale:
++ Greeting
• You’ll most likely have a check-in table for your event. Be sure your staff welcomes everyone warmly and issues
a name tag. Beyond that, you should do your very best to personally greet everyone who attends. Even a simple
introduction can make a guest feel valued and go a long way toward putting a “face” to a potential sale.
++ Question and answer session
• Make sure your audience is empowered, not lectured, by including time for audience questions during the
presentation. Often, the questions you hear from your audience will give you more valuable insight into their
needs and mindset than almost any other marketing tactics.
++ Survey
• You can get immediate feedback on your event by encouraging attendees to full out a short survey that gauges
how the event met their expectations, how it might influence their purchase decision, what they’d like to see in
the next event and more. You can also give and collect contact information through the survey.
++ Follow-up
• Be sure to follow up with every person you invited to your event. Thank those who attended via e-mail or
postal mail and encourage them to contact you with any questions. Send a “sorry you couldn’t attend” note to
those who missed the event, offer them access to the content you presented, and contact info if they have any
questions. The Channel Partner Learning Center can help with e-mail templates and examples.
How to Create and Manage Successful Events
8
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Day
2. Effective Presentation
At some point, all eyes in the room will be focused on the presentation
they came to see. Whether you or someone else is presenting, it’s
important to reward your audience for their attendance and attention
with a presentation that excites, educates or simply sells. Here are some
tips to keep in mind for effective presentation:
++ Practice, practice, practice: Rehearse the presentation several times
before the event and try to mimic exactly how it will be done live with
movement and volume.
++ Less is more: Any visual aids for the presentation should be simple and
bold, not cluttered or over-embellished. The materials should support
what is being said without distracting from it, or worse, substituting it.
++ Read the crowd: Be sure to look at your audience periodically and
read their body language. Simple things like changing the pace of
delivery or the volume of your voice can bring a drifting crowd right
back into the presentation.
3. Logistical Considerations
The idea that everything you’ve planned has to come together
smoothly in just a few short hours can be daunting. If you have a
“show flow” spreadsheet that you’ve been working from based on
our recommendation, you can be sure which logistics are green
lights and which are yellows. Your show flow will help you keep
the details nailed.
Most logistical issues should be resolved before event day. After all,
you’re relying on others to fulfill contractual obligations or employee
responsibilities. If issues do arise, however, keep a cool head and
rally others to help work it out. You don’t have to do it alone and
delegating will encourage shared responsibility for success.
How to Create and Manage Successful Events
9
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Post-Event Metrics & Marketing
Since the goals of any event are to create awareness, develop solid leads and relationships and increase
sales, the work doesn’t end when the audience leaves. With any luck, you have accomplished the above
goals to some degree. It’s just as important, however, to gauge the success of your event and to move all
leads closer to a closed sale. Measuring your events success starts immediately after the event concludes.
Follow these guidelines so you can optimize your event impact, track success and response, and
demonstrate a return on your investment.
Measuring Success
++ Encourage attendees to complete a post-event survey either at the event or immediately after (via e-mail or
postal mail). Also consider an incentive gift for participating. You’ll quickly learn if expectations were met and
how you can improve for your next event.
++ Feel free to conduct informal exit interviews or conversations with attendees before they leave. You might gain
valuable insight from people who don’t want to complete surveys.
++ Compare pre- and post-event sales from some key accounts that attend the event for clues to how the event may
have influenced purchase. If your relationship allows, discuss your hypothesis with your customer(s).
Marketing for Sales
++ As mentioned before, be sure to follow up with every person you invited to your event with a thank you or missed
you message.
++ Consider re-using content from event for marketing. Check for comments written on surveys for testimonials, film
audience interviews, link your Web site to blog posts about your event, post photos or content
online, etc.
++ Be sure to quickly update your database with leads gathered. You might have had “walk-ins” or a registered
attendees circumstances might change in the days following the event. The quicker you update your mailing list,
the quicker you can reconnect with leads.
ROI Measurement
++ Typical measurable program costs:
++ Easier to measure:
• Presence and visibility at the event
• Cost of discounts and incentives
• Attendance at event versus past events
• Cost of event
›› Sponsorship
›› Hospitality
›› Premium and giveaways
›› Travel
›› Booth cost and support materials
›› Pre-event promotion to attract traffic
›› Post-event follow-up with leads
• Value (scoring) of the attendees
• Titles, decision responsibility, segments
• Competitive comparisons – did we win vs. key
competitor?
• Conversion of your attendees to appointments
• Conversion of appointments to sales
• Value of sales attribute to event
++ Harder to measure:
• Did you establish differentiation?
• What other factors influenced event yield
• Post-event recall and perception shifts
How to Create and Manage Successful Events
10
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Support
As you can see, event marketing is a potentially ambitious but
extremely effective way to interact with your customers. If you feel
overwhelmed by the idea of organizing an event by yourself, you
have at least two options for assistance: Avaya or an event marketing
company. Avaya provides a few toolsets that can streamline your
event planning process:
Avaya Seminar-in-a-Box
As an Avaya Partner, you can create an event with our Seminar-ina-Box program and move from idea to actual event in about eight
weeks. We can offer assistance every step of the way once you
and your Avaya representative have determined how the customer
seminar will benefit the business. Once you register your event with
us, we can help you create a compelling presentation from prewritten materials in a dozen topics ranging from overall solutions
to vertical specific solutions offered by Avaya.
Here’s a sample timeline of all you can do with Avaya Seminar-in-a-Box:
++ Access the Seminar-in-a-Box portal (https://pmc.avaya.com)
++ Register the event
++ Use the Seminar Checklist under Seminar Tips & Checklists for detailed
seminar planning guidelines
++ Review and/or order seminar planning tools
++ Develop seminar invitations, registration sites and seminar confirmations
++ Provide a shipping address for seminar materials (brochures, white
papers, etc.)
++ Conduct a joint session
++ Track and report results
Tradeshow-in-a-Box
Maximize time in front of prospects and customers during your next
tradeshow with this timesaving, cost-effective turn–key program.
Our packaged tradeshow assets help you achieve the following:
++ Offer consistent, relevant messaging
++ Provide cost-effective, flexible options for all channels
++ Reduce time for field marketing and sales to execute
++ Empower partners and increase brand awareness
++ Maxime time in front of prospects and customers
How to Create and Manage Successful Events
11
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Support
MarketLeaders Program
Avaya MarketLeaders Program offered in North America, is an integrated lead generation
program designed to help Partners generate leads which can then be managed, cultivated,
and moved through the sales cycle—with the ultimate goal of revenue generation. This
program has specific components to help support your efforts:
++ Seminar support
• An e-mail and telemarketing model:
›› To help boost registration
›› Convert registrants into attendees
›› Convert non-attendees into leads
++ Event Planning
• Support to help you:
›› Select a venue for your event
›› Plan food and beverages, collateral, signage, and giveaways
›› Ship the event materials
Defining Roles
Here’s how the work for the event will be shared between you and Avaya:
You
Avaya
Together
• Identify audience
• Provide presentation
• Determine date
• Register seminar
• Help locate presenter
• Define topic
• Customize invites
• Host demo
• Identify presenter
• Provide raffle item
• Provide collateral material and
invite template
• Track and report results
• Get customer testimonial
• Surveys
• Review follow-up material
• Track results
Need a Quick Event Solution?
Start hosting customer seminars, luncheons, webinars or events in your market today. Visit
https://pmc.avaya.com today to access our Seminar-in-a-Box or Tradeshow-in-a-Box programs.
How to Create and Manage Successful Events
12
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Support
Event Marketing Companies
There are many companies dedicated solely to event marketing. They
can offer you a comprehensive range of services for events of all sizes
and stripes, including:
++ Event concept
++ Budget management
++ Venue selection
++ Stage/Environment design
++ Script writing
++ Music/Video production
++ Computer animation
++ Project management
Contact your channel account manager or local Avaya marketing
manager for assistance with engaging an event marketing company.
How to Create and Manage Successful Events
13
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Speciﬁc
Getting Started
with
Events
Product
Analysis
Measurable
Achievable
Pre-Event
Event Day
Post-Event
Preparation
Metrics &
Target Markets
Competitor
Marketing
Analysis
Analysis
Realistic
Event
Support
Financial
Analysis
Time-based
Web Events
Details
Web Events (Webinar/Webcast)
Contacts
2
Event Planning
Business/MarketingChecklist
Environment Analysis
Introduction
BusinessPartner
Story
5 min.
A somewhat simpler way to deliver an “event” to your customers is online through a webinar or webcast.
It’s simpler because you don’t have to arrange a physical gathering and all the associated logistics.
However, web events have their own set of unique technical considerations that require just as much20focus
min.
Avaya Story
and organization as any other event.
Goals
Benefits of Web Events
Hot Technology
30 min.
Trends
++ Reach: By hosting an event online, you are no longer limiting your
audience to those close to the location of a live event. You can extend
your reach globally to anyone with an InternetThe
connection.
Buying
10 min.
Process
++ Interaction: Web events can include the same Q&A
sessions as live
Lower
Costs
Reach
Your
Event
events, plus live polls, post-event surveys, document sharing, and other
supplements to the presentation.
Customer
10 min.
6
++ Lower cost: The only costs associated with theTestimonial
presentation will be the
webinar software and, if applicable, the fees for the presenter. In most
cases, attendees join in for free.
Product and
25 min.
7
Application Showcase
Interaction
Your Role in the Web Event
Regardless of the “ease” of event presentation online, you should prepare for webinars and webcasts like
Choosing
5 min.
8
Wrap Up
any other seminar or event:
a Topic
t
V
++ Prepare as if it’s a presentation
to ea room and have a dynamic host and speaker(s) who will keep remote
er
k
tic a
l M ar
attendees engaged.
Pr
o
i ce
or
op
nt
Tr
v
en
u c t o rthe
++ Adhere to an agenda
todkeep
S e rsessione brisk and informative since attendees can log off at any time.
d
m
l
d u st r y Dyour
++ Create content that willInengage
eve audience and convey your key messages.
Ma
s
r ke ti nwith
++ Share supporting materials
to demonstrate or reinforce points (video, spreadsheet, Web site, etc.).
tner
g P a rattendees
++ Follow up with all invited guests as you would with an in-person event.
How to Create and Manage Successful Events
14
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Web Events (Webinar/Webcast)
Choosing a Provider
This is the biggest difference between an in-person event and a web event: you have to broadcast your
presentation over the Internet. Luckily, there are many solutions available today. Whether you hire a
vendor for your webinar or you purchase the software to do it yourself, here are some important things to
consider in your selection:
++ Easy access for attendees
• Make sure the technical requirements for viewing and the attendee log in process aren’t too daunting.
++ Easy sharing capabilities • You may want to share unplanned content in response to a question (for example, show a live Web site). Make
sure you can share content with all attendees simply and quickly.
++ Video
• This is especially important if you want to broadcast a live feed of your presenter(s).
++ Simple attendee interface
• Your attendees want it to be as easy as you do. Examine the screens your attendees will see and make sure
you’d use them.
++ Polling
• A quick and easy way to get feedback during or immediately post-event.
++ Pricing
• Determine your budget and shop around. Vendors offer several rates: by-the-minute, hourly, quarterly, annual or
one-time usage pricing, with prices ranging from 35 cents a minute to $750 per month and up.
++ Try before you buy
• Be sure to demo the software before purchase and watch for delays, slowness and other technical glitches.
Once you’ve decided on a vendor or software solution, remember the basics of any successful event–your
content, delivery and follow-up.
How to Create and Manage Successful Events
15
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Planning Checklist
Event Planning Action Item
Date(s)
Getting Started:
Done?
8 weeks before the event
Select theme
Engage with your Avaya Account Manager and designated Avaya
Channel Marketing Manager (if assigned)
Determine objective of event: technical, sales, customer/migration/
loyalty benefit, consultants (technical vs. sales vs. general education)
Determine target audience: CEO/Principal, Senior Manager, IT
Manager (most small business customers do not have an IT Staff),
Sales Managers, Consultants, Technicians, Customers, Prospects, Sales
Personnel, etc.
Establish the budget: plan for any sponsorships
Determine type and length of event: breakfast seminar, open house,
association, lunch & learn (two to four hours recommended)
Consider possible venues to hold the event: target 20 participants—
we’ve seen success with as little as three
Think through whether product demonstrations will be performed and
who would give the demo and what equipment is available
Decide what types of incentives (if any) you might want to add: special
give-aways, drawings for attending, free service call, fun, and cool prizes
(add notification to invitation)
Confirm a date and consider the time of your event:
›› Business people prefer breakfast or lunch hours when they can
typically be away from their own business (eat and learn)
Select and confirm all speaker(s)–book date on their calendars:
›› Participants are meeting with you to confirm your availability to
deliver and manage an entire solution (network service, voice, data,
product, applications, financing, service, maintenance)
Plan the agenda (show flow)
Invitee List:
Week 7
Consider all attendees and collect records: (customers/prospects/new),
particularly e-mail addresses
Avaya may be able to support events with local records for invite
purposes: Contact your Channel Marketing Manager for details (need 10
working days)
Evaluate best possible invite method: telephone call, e-mail, US mail, ad
in newspaper, door to door or other
Determine count for number of invitations needed: Assume a 2%
attendance rate
How to Create and Manage Successful Events
16
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Planning Checklist
Event Planning Action Item
Date(s)
Done?
Determine if you will invite partners (Avaya DeveloperConnection
partners, finance [AFS], software & hardware vendors, local service
providers, etc.):
›› Ensure your company has the bulk of time and opportunity to forge
relationships with attendees
Book room in your office/hotel/Avaya Briefing Center or other location:
›› Seminars in office buildings can cause some attendees to feel they are
being trapped in a high-pressure sales situation
›› Consider known restaurants (meals not required) and be creative (out
of the box)—bowling centers, museums, etc.
›› Think through perceived travel distance (20 minutes tops)
›› People prefer places they are familiar with, are convenient to get to
and in neutral territory
»» Low-end vs. high-end—what image do you want to project
Design room layout
Select and place order for food and beverages
OPTIONAL: Order misc. items such as directional signage, banners,
note pads & pens, give-aways, day theme, etc. Be creative and create a
fun environment
Evaluate special connections required to power product
demonstrations and discuss requirements with venue contacts
Consider what tools the participants should have during the session:
hand-outs and supporting session materials, i.e. brochures, etc. Refer to
Seminar-in-a-Box section below
Select and place order for type of audio-visual equipment needed
(white boards, easels or other classroom-type equipment: Consider
all presenters, Q&A sessions and brainstorming activities (projectors
that connect to laptops are expensive to rent; consider using your own
equipment if the venue will allow it)
Prepare Invitation:
Week 6
Determine invitation format (US Mail, telemarketing, flyer, ads or
e-mail): E-mail invites are recommended with a PDF to leave behind
(for sales and technicians) to invite customers to participate (consider
adding a link to your portal)
Write invitation copy
›› Specifically state whether a meal or refreshments only will be available
›› Know your target market’s most significant emotional concern–title
the seminar to address that concern or play off your company tag line
›› Add content re: prizes or drawings if any (not necessary)
How to Create and Manage Successful Events
17
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Planning Checklist
Event Planning Action Item
Date(s)
Done?
Consider Avaya value-priced offer to engage with Faction Media, Mind
Design or Hanlon Creative for creative development, registration, and
execution seminar materials (fee-based)
Order the postage (if needed)
Decide customer information to capture in RSVP
Select RSVP method(s): telephone; fax; e-mail; web registration
Use plain window #10 envelopes with a first class stamp: For best
results, printing on the envelope should be a personal return address
and not a commercial name
Assemble, label, seal
Start mailing invitations/out calling/advertising (between week 4–6)
Presentation Format:
Week 5 – 4
Formalize the program content/agenda: Do not give a product seminar
(think solutions and benefits)
Present a concept seminar: Ideas on how the attendees can improve
their own business
Consider customer challenges and not only how this impacts their
operational performance but also hinders technology spending
and adoption:
›› Rising operating costs and limited discretionary spending
›› Greater competition from domestic and multinational firms
›› Limited public and private sector funding opportunities (impacts
small business the hardest)
›› Lack of in-house IT staffing/resources hinders faster migration to
new technologies (small business market)
Recognize spend drivers:
›› Need to realize operational efficiency by replacing existing,
out-dated software
›› Declining telecom hardware and service prices–affordability of
advanced, integrated solutions
›› Growth in e-commerce drives new technology investments
›› Corporate structural changes (mergers & acquisitions)
›› Greater availability of advanced telecom services and solutions
›› Growth in mobile workforce (wire line and wireless services)
›› Examples of impacting legislation: Sarbanes-Oxley Act (SOX),
Healthcare Insurance Portability and Accountability (HIPAA) and
other laws creating greater demand for advanced telecom and IT
products and services (financial and healthcare services)
Make sure attendees get to speak with you and your company and not
just guest speakers
How to Create and Manage Successful Events
18
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Planning Checklist
Event Planning Action Item
Date(s)
Done?
Mail/E-mail:
Send out invitations
Consider follow-up contacts (phone, e-mail, mail, personal visit, etc.)
Handle return mail follow-up
Prepare Seminar Kit:
Week 3
Plan content for handouts
Make copies of presentations, white papers, brochures, agenda, etc.
Create seminar questionnaire to gather feedback: Keep it to less than
five questions
Package the attendee give-aways
Assemble kit
Catering:
Week 3 – 2
Validate your catering order (consider breakfast, lunch, snacks on
tables, drinks)
›› Full meals are not required (even if held in a restaurant)
Re-confirm number of attendees for the food & beverage order (three
days before the event)
Revalidate and personally discuss catering order during the morning of
the event
Staffing the Event:
Finalize staff/volunteer schedule
Schedule pre-event meeting with speakers and staff
Determine who will staff any demo areas (bring equipment)
Establish staff and speaker dress code
Determine staffing requirements for registration desk, etc. (if any)
Pre-Registration:
Weeks 2 – 1
Create pre-registered list of customers from RSVPs received
E-mail “Yes” RSVP confirmation
Develop form for walk-in registration
Remind registered “Yeses” at least three days before the event
Registration:
1 Week Prior
OPTIONAL: Decide format for name badges (give yourself ample time—
especially if doing something unique vs. just purchasing badge supplies
at the local office supply store)
How to Create and Manage Successful Events
19
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.
Getting Started
with Events
Pre-Event
Preparation
Event Day
Post-Event
Metrics &
Marketing
Event
Support
Web Events
Event Planning
Checklist
Event Planning Checklist
Event Planning Action Item
Date(s)
Done?
Order badge stock
Order sleeves and clips
OPTIONAL: Print badges for customers that have pre-registered/
RSVP’d
3 Days Prior
Prepare e-mail for no shows: Hold until after the event (see post event)
On-Site:
Day of Event
Arrive early to confirm set-up, prepare theme if any
Consult with room preparers, food, A/V, and care for other
logistical details
Arrange handouts, participant materials, feedback forms & branded
items on registration table or in main room
Make walking into the room an exciting experience
Meet with the speakers and staff to review event plan/agenda
Validate the demo equipment works, connections made
Ensure that there is audio on the laptop running any type of
demonstrations or video clips
Bring a printout of customers who have pre-registered:
Pre-registered attendees marked
Pre-registered no shows marked
Add walk-ins
Collect questionnaires/surveys and all left over materials at end of day
Make sure sales personnel have opportunities to set appointments
Bond and thank participants as they are leaving
Post Event:
Within 5 Days After Event
Plan for next event within 7–8 months–appoint team and select date
Transmit a “Thank You” e-mail to Attendees with next date and exciting
post-show offer
Send a “Sorry We Missed You...” e-mail to “No Shows” with next date
and a promise of follow-up call: Contact the “No Shows” with a postevent offer of a hassle-free technology consultation at no charge
Update your company database with attendee contact information
Thank your sales team and partners for contributing to a
successful event
How to Create and Manage Successful Events
20
© 2009 Avaya Inc. Proprietary, use pursuant to the terms
of your signed agreement or Avaya policy.