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Events: Creating Value
Rob Captijn
Strategy Director BENG!NY
Rob Captijn.
In the industry since 1989. Serving brands on 4
continents from Amsterdam Office.
Industry innovator, delivering 4 books, countless
articles, columns, key notes and lectures.
Collector of Dutch Best Event Awards.
Currently chairman of it’s jury.
Here to merge the best of 2 industry standards.
Holland.
No, we do not wear wooden shoes to work.
Holland.
No, we do not wear wooden shoes to work.
Mistrust orange cheese from Holland.
Holland.
No, we do not wear wooden shoes to work.
Mistrust orange cheese from Holland.
Yes, drugs are very illegal in the Netherlands too.
Holland.
No, we do not wear wooden shoes to work.
Mistrust orange cheese from Holland.
Yes, drugs are very illegal in the Netherlands too.
No, Dutch girls do not walk the streets topless.
Holland.
No, we do not wear wooden shoes to work.
Mistrust orange cheese from Holland.
Yes, drugs are very illegal in the Netherlands too.
No, Dutch girls do not walk the streets topless.
All in healthcare coverage is $ 2,000.00 a year.
Serving all senses…
Serving all senses…
No other medium touches mind, body and soul
more intense than an event.
Serving all senses…
No other medium touches mind, body and soul
more intense than an event.
A great event is designed like a supermarket. It
gently pushes you towards check out.
Serving all senses…
No other medium touches mind, body and soul
more intense than an event.
In terms of cost per contact, an event is the most
expensive medium of all. Choose your arms right.
A great event is designed like a supermarket. It
gently pushes you towards check out.
Serving all senses…
No other medium touches mind, body and soul
more intense than an event.
In terms of cost per contact, an event is the most
expensive medium of all. Choose your arms right.
If Frank Gehry was driven by cost reduction
and profit optimization alone, the world would
be a much uglier place.
A great event is designed like a supermarket. It
gently pushes you towards check out.
Delivering value.
Organizing has become a commodity. It is
hardly a USP anymore.
Delivering value.
Organizing has become a commodity. It is
hardly a USP anymore.
Real ROI comes from better strategies, sharper
concepts and smarter integration.
Delivering value.
Organizing has become a commodity. It is
hardly a USP anymore.
Real ROI comes from better strategies, sharper
concepts and smarter integration.
Delivering value.
What great events deliver: brand awareness,
preference, sales, satisfaction and loyalty.
Delivering value.
Organizing has become a commodity. It is
hardly a USP anymore.
Real ROI comes from better strategies, sharper
concepts and smarter integration.
What great events deliver: brand awareness,
preference, sales, satisfaction and loyalty.
Stop thinking like a purchase department. Start
creating true value.
Stop wasting money.
Stop wasting money.
From every marketing dollar 50 cents gets lost.
If only you knew which 50 cents…
Stop wasting money.
From every marketing dollar 50 cents gets lost.
If only you knew which 50 cents…
Invest in new clients, their growth or retention.
Stop wasting money.
From every marketing dollar 50 cents gets lost.
If only you knew which 50 cents…
Invest in new clients, their growth or retention.
The budget: determine per prospect/client group,
what their development is worth to the company.
Stop wasting money.
From every marketing dollar 50 cents gets lost.
If only you knew which 50 cents…
Invest in new clients, their growth or retention.
Optimize your prospect and client contacts.
In form, frequency and relevance.
The budget: determine per prospect/client group,
what their development is worth to the company.
Stop wasting money.
From every marketing dollar 50 cents gets lost.
If only you knew which 50 cents…
Invest in new clients, their growth or retention.
Optimize your prospect and client contacts.
In form, frequency and relevance.
Each contact should be valuable and bring
prospects and clients to the next level.
The budget: determine per prospect/client group,
what their development is worth to the company.
To really make a BENG!
1. Story telling selling
1. Story telling selling
Set clear goals.
1. Story telling selling
Set clear goals.
Map target group perception of these goals.
1. Story telling selling
Set clear goals.
Map target group perception of these goals.
Define convincing arguments
1. Story telling selling
Set clear goals.
Map target group perception of these goals.
Define convincing arguments
Wrap these arguments in brand values.
1. Story telling selling
Set clear goals.
Map target group perception of these goals.
Define convincing arguments
Make “row 4 seat 2” understand how to contribute.
Wrap these arguments in brand values.
1. Story telling selling
Set clear goals.
Map target group perception of these goals.
Define convincing arguments.
Make “row 4 seat 2” understand how to contribute.
Wrap these arguments in brand values.
Be authentic, honest, inspiring and fun.
2. The rationale of creativity
2. The rationale of creativity
Base your creativity on brand values.
2. The rationale of creativity
Base your creativity on brand values.
Audience should be pulled out of “safety zone”.
2. The rationale of creativity
Base your creativity on brand values.
Motivate each conceptual element’s relevance.
Audience should be pulled out of “safety zone”.
2. The rationale of creativity
Base your creativity on brand values.
All elements form “chain gang” towards checkout.
Motivate each conceptual element’s relevance.
Audience should be pulled out of “safety zone”.
2. The rationale of creativity
Base your creativity on brand values.
Audience should be pulled out of “safety zone”.
All elements form “chain gang” towards checkout.
Reality check: is the audience showing up for
your story or your creative “incentive”?
Motivate each conceptual element’s relevance.
3. Content Management.
3. Content Management.
Minimize monologues. Make your audience
see, hear, feel, smell & taste your story.
Minimize monologues. Make your audience
see, hear, feel, smell & taste your story.
Make content valuable to each individual.
3. Content Management.
Minimize monologues. Make your audience
see, hear, feel, smell & taste your story.
3. Content Management.
Make content valuable to each individual.
Make call to action feel like the logical/right
thing to do. Create the opportunity to act.
Minimize monologues. Make your audience
see, hear, feel, smell & taste your story.
3. Content Management.
Make content valuable to each individual.
Make call to action feel like the logical/right
thing to do. Create the opportunity to act.
Interact, interact, interact!
4. Buzz and Interaction
4. Buzz and Interaction
Create a valuable social network around the
event.
4. Buzz and Interaction
Create a valuable social network around the
event.
Create a great mobile experience.
4. Buzz and Interaction
Create a valuable social network around the
event.
Create a great mobile experience.
Use Twitter editors for live interaction.
4. Buzz and Interaction
Create a valuable social network around the
event.
Create a great mobile experience.
Use Twitter editors for live interaction.
Share/stream your content.
4. Buzz and Interaction
Create a valuable social network around the
event.
Create a great mobile experience.
Use Twitter editors for live interaction.
Share/stream your content.
Stimulate comments, ratings and discussions.
5. Evaluation.
5. Evaluation.
Evaluate and adjust every step of the way.
5. Evaluation.
Evaluate and adjust every step of the way.
Avoid social desirability. Get real answers.
5. Evaluation.
Evaluate and adjust every step of the way.
Avoid social desirability. Get real answers.
Find out if the event was really valuable.
5. Evaluation.
Evaluate and adjust every step of the way.
Avoid social desirability. Get real answers.
Find out if the event was really valuable.
Track and evaluate direct results.
In Conclusion...
In Conclusion...
An event is a powerful weapon. Handle it with
precision and it will be breathtakingly effective.
In Conclusion...
An event is a powerful weapon. Handle it with
precision and it will be breathtakingly effective.
It is the mother of all social media. At some point
web and cell need to cross over to the real world.
In Conclusion...
An event is a powerful weapon. Handle it with
precision and it will be breathtakingly effective.
A lot of it’s potential is still unused.
It is the mother of all social media. At some point
web and cell need to cross over to the real world.
In Conclusion...
An event is a powerful weapon. Handle it with
precision and it will be breathtakingly effective.
A lot of it’s potential is still unused.
So start creating value today!
It is the mother of all social media. At some point
web and cell need to cross over to the real world.
www.bengny.com
