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

EVENT SCALING

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

AVOID WASTE

RE-USE STUFF

L120

Latinum

X129

Xenium

P15

Phosphorus

E125

Etherium

08

Oxygen

Re75

Rhenium

THINK BIG

TODAY

• Klára &

• San Francisco

• London

• ROE

@CLARKATRAVELS

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

RETURN ON EVENT

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