T A H S A A N N U A L M E E T I N G A N D T R A D E S H O W

S E S S I O N 2 F

M A Y 2 3 , 2 : 0 0 – 4 : 0 0 P M

R E T I R I N G B Y D E S I G N

W W W . R E T I R I N G B Y D E S I G N . C O M

Creating Sales-Driven Marketing Events

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Goals

Be able to develop an annual strategy of event planning

Learn compelling ways to promote events

Event execution: understand how to handle leads prior to and during the event

Receive creative and effective event ideas

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J A N U A R Y 2 0 1 1 T O D E C E M B E R 2 0 1 1

Develop an Annual Strategy

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Annual Strategy

Determine strategy for the entire year

Discuss quarterly or semiannually

Determine why something did or did not work

Determine:

1) How many events

2) Intended audience (goal of the event) and size

3) Topics – don’t determine topics first

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Lead Generation vs. Sales-Conversion

Three types of events:

1. Lead generation

2. Sales conversion

3. Hybrid of lead generation and sales conversion

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Lead Generation Events

• The goal is to drive a large number of people into community

• The event should generate new leads and new exposure to the community

• These events are typically 50 or more people

• Includes social events and educational events for the public, social/networking or educational (CEU’s) events geared toward referral sources, or any event with the primary goal of generating leads

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Example Lead Generation Event

Taste of Life/Demo Days

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Sales Conversion Events

Smaller more intimate events

Existing leads in lead base

These events could be as few as 5 to as many as 35 people

Geared toward moving the existing leads closer to making a decision

Moving prospects through the sales process from cold to warm – warm to hot – hot to deposit

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Example Sales Conversion Event

Progressive Dinner

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Hybrid Lead Generation/Sales Event

• A hybrid event acts to both generate new leads and to move existing prospects from one level to the next.

• Promotion to the existing lead base as well as a purchased (external) list

• Needs to be both a low barrier of entry but in-depth enough about the community to communicate benefits

• The number of attendees would typically be between 20 and 50 people

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Example Hybrid Event

Senior University

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Compelling Ways to Promote Events

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Components of Successful Promotion

Decide how you want to promote the event

Market

Methods

What works for you?

Compelling with appropriate messaging and various response vehicles

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How to Promote the Event

• Market – Direct Mail

– To the lead base only?

– To a purchased list?

• Methods

– Supported by print advertising?

– Qualified and unqualified prospects

– E-mail campaign/web campaign?

– Banner ads?

– Landing pages?

– Referral event supported by outreach only?

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E Newsletter and Landing Page16

Messaging and Response Vehicles

The message should be compelling to the market

Short, clear, concise

Action driven

Not condescending

Accurate to expectations

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Messaging and Response Vehicles

Direct Mail

Include a business reply card

Have an “RSVP by” date

Is it an event-only piece or does it promote key selling point?

Examples

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Event Execution

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Three Keys to Successful Execution

1. Handling RSVPs

2. Identifying and Qualifying (Hot, Warm, Cold)

3. Maximizing “face time”

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Handling RSVPs

How does your team handle RSVPs?

Receptionist takes the name and number/information

Someone in the sales office takes the name and number/information

Someone in the sales office not only takes the information but also performs discovery prior to the event to determine interest level, hot buttons, objections, etc.

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Identifying and Qualifying

Thorough discovery prior to event

Color coding name tags

Everyone in your community should be aware of hot leads and how to interact with them

Schedule personal tours prior or immediately following events

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Maximizing Face Time

Face time allows “selling” to occur

Touring and staff communication during the event focus on sales versus mingling

Set up a registration table for larger events

Or, for larger events, set up booth with banner ups and brochures (similar to Expo events)

Staff with a minimum of two people

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Other Event Tips

Prepare an event checklist

Count “buying units” when looking at the number of people attending

Call 2 days in advance to confirm RSVP

Data entry into leadbase THAT day before you leave – while fresh in your head

Follow up

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Post Event Analysis – Measuring Success

How many new leads were generated?

How many existing leads showed renewed interest?

How many initial tours from existing leads?

How many retours?

Leads without communication in last 6 months? One year?

How many deposits/move-ins?

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Top 6 Most Successful Events

1. Lead generators

a. “Lunch and Learn” informational session series

Tends to generate more qualified leads than “educational” types of events; inform prospects about the benefits of the community; have 2-3 luncheons in each market area

b. Home and Garden Tour

Showcasing the activity and vitality of the population – as well as the physical residences

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Top 6 Most Successful Events

2. Sales Conversion

a. Resident Panel

Smaller, intimate event where warm and hot prospects interact one-on-one with residents

b. Invite 10 to 15 hot/warm prospects to the next resident outing (symphony, jazz festival, play, trip into a city, etc) and have marketing pay for the costs

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Top 6 Most Successful Events

3. Hybrid Events

a. Resident Housewarming Parties

New residents hold small, intimate events that bring in qualified leads with an existing connection to the community

b. Wellness event focused on one of the six dimensions of wellness (lead generation and warming up existing leads)

Example: “The Role of Angels in Different Religions” (spiritual wellness)

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K R I S T I N K U T A C W A R D

L A U R E N M E S S M E R

R E T I R I N G B Y D E S I G N

W W W . R E T I R I N G B Y D E S I G N . C O M

T A H S A A N N U A L M E E T I N G A N D T R A D E S H O W

M O N D A Y , M A Y 2 3

Thank You!

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