TIPS & ADVICE FOR INCREASING EVENT EFFECTIVENESS
Eric Eden Senior Vice President Marketing Cvent
Amanda Young Events Leader GE Healthcare
Klara HonzikovaGlobal Event Manager Socialbakers
AGENDA
TOP 10 WAYS TO INCREASE EVENT EFFECTIVENESS / MARKETING ROI
CASE STUDIES
• GE HEALTHCARE
• SOCIALBAKERS
#1
DEFINE
SUCCESS,
ACROSS ALL
STAKEHOLDERS
#2
BUILD
TRACKING
MECHANISMS
TO MEASURE
SUCCESS
#3
COORDINATE
EVENTS WITH
YOUR OTHER
MARKETING
PROGRAMS
#4
GET SURGICAL
WITH YOUR
OUTREACH
#5
TEST. TEST.
TEST.
#6
ENGAGE
ATTENDEES
EARLY, AND
OFTEN
YOUR EVENT
#7
LEVERAGE THE
ENTIRE
ECOSYSTEM
#8
GAIN INSIGHT
INTO YOUR
MARKETING
EFFECTIVENESS
#9
USE TRACKING
TO IDENTIFY
ATTENDEE
INTERESTS AND
FEEDBACK
#10
MAKE EVENTS
SCALABLE
2013
2017
2016
2015
2014
GE Healthcare’s Centricity LIVE
(Launch Year)
2013 2017
Attendees and locations
2013 2017
Event Staff
Even Budget Year over Year
CREATE GREAT CONTENT
CREATE GREAT CONTENT
BUILD A LOYAL COMMUNITY
LEVERAGE CONSISTENCIES
BE AN EVENT TEAM IN MOTION
L120
Latinum
X129
Xenium
P15
Phosphorus
E125
Etherium
08
Oxygen
Re75
Rhenium
THINK BIG
TODAY
• Klára &
• San Francisco
• London
• ROE
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
SOCIAL INSIGHTS SAN FRANCISCO
PLAN• June 26th 2014
• Afternoon eventfor 50 pax
• 3 externalspeakers
• Clients preferably
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
WHY
• Not enough time
• Not enough resources
• Lack of brand awareness
• Small & not established team
• Weak follow-up
ENGAGE LONDON 2014
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
2013 X 2014
0
100
200
300
400
500
600
700
800
900
1000
attendees live stream ARR won
London 2013
London 2014
Look at your current situation, the market around you & your
target groups.
ANALYZE
Both qualitative & quantitative to measure
the success.SET GOALS
Surround yourself with the best people
you can find.TEAM WORK
Everyone needs to be informed & kept
in the loop.UPDATE
Prepare amazing content not only from your
organization, but from external speakers &
partners as well.CONTENT
Motivate your team before & after the event.
Make the competition fun.
MOTIVATION
Have a clear plan for your sales team for the days around the event.
Coordinate.
SALES PRESENCE
Maximaze the impact.
EVENT
Track & report.
Get as much feedback as possible.
FOLLOW UP
Measure & celebrate.
SUCCESS
LIFE IS A JOURNEY
BEFORE
YOU GO!
Take the
session survey!
THANK YOU!
Eric Eden Senior Vice President Marketing Cvent
Amanda Young Events Leader GE Healthcare
Klara HonzikovaGlobal Event Manager Socialbakers