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.
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