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Events: Creating Value<br />Rob CaptijnStrategy Director BENG!NY<br />

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Rob Captijn.<br />► In the industry since 1989. Serving brands on 4 continents from Amsterdam Office.<br />► Industry innovator, delivering 4 books, countless articles, columns,key notes and lectures.<br />► Collector of Dutch Best Event Awards. Currently chairman of it’s jury. <br />► Here to merge the best of 2 industry standards.<br />

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Holland.<br />► No, we do not wear wooden shoes to work.<br />

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Holland.<br />► No, we do not wear wooden shoes to work.<br />► Mistrust orange cheese from Holland. <br />

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Holland.<br />► No, we do not wear wooden shoes to work.<br />► Mistrust orange cheese from Holland. <br />► Yes, drugs are very illegal in the Netherlands too.<br />

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Holland.<br />► No, we do not wear wooden shoes to work.<br />► Mistrust orange cheese from Holland. <br />► Yes, drugs are very illegal in the Netherlands too.<br />► No, Dutch girls do not walk the streets topless.<br />

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Holland.<br />► No, we do not wear wooden shoes to work.<br />► Mistrust orange cheese from Holland. <br />► Yes, drugs are very illegal in the Netherlands too.<br />► No, Dutch girls do not walk the streets topless.<br />► All in healthcare coverage is $ 2,000.00 a year.<br />

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Serving all senses…<br />

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Serving all senses…<br />► No other medium touches mind, body and soul more intense than an event. <br />

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Serving all senses…<br />► No other medium touches mind, body and soul more intense than an event. <br />► A great event is designed like a supermarket. It gently pushes you towards check out.<br />

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Serving all senses…<br />► No other medium touches mind, body and soul more intense than an event. <br />► A great event is designed like a supermarket. It gently pushes you towards check out.<br />► In terms of cost per contact, an event is the most expensive medium of all. Choose your arms right.<br />

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Serving all senses…<br />► No other medium touches mind, body and soul more intense than an event. <br />► A great event is designed like a supermarket. It gently pushes you towards check out.<br />► In terms of cost per contact, an event is the most expensive medium of all. Choose your arms right.<br />► If Frank Gehry was driven by cost reduction and profit optimization alone, the world would be a much uglier place.<br />

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Delivering value.<br />

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Delivering value.<br />► Organizing has become a commodity. It is hardly a USP anymore. <br />

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Delivering value.<br />► Organizing has become a commodity. It is hardly a USP anymore. <br />► Real ROI comes from better strategies, sharper concepts and smarter integration.<br />

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Delivering value.<br />► Organizing has become a commodity. It is hardly a USP anymore. <br />► Real ROI comes from better strategies, sharper concepts and smarter integration.<br />► What great events deliver: brand awareness, preference, sales, satisfaction and loyalty. <br />

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Delivering value.<br />► Organizing has become a commodity. It is hardly a USP anymore. <br />► Real ROI comes from better strategies, sharper concepts and smarter integration.<br />► What great events deliver: brand awareness, preference, sales, satisfaction and loyalty. <br />► Stop thinking like a purchase department. Start creating true value.<br />

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Stop wasting money.<br />

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Stop wasting money.<br />► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… <br />

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Stop wasting money.<br />► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention.<br />

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Stop wasting money.<br />► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention.<br />► The budget: determine per prospect/client group, what their development is worth to the company.<br />

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Stop wasting money.<br />► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention.<br />► The budget: determine per prospect/client group, what their development is worth to the company.<br />► Optimize your prospect and client contacts. In form, frequency and relevance.<br />

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Stop wasting money.<br />► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention.<br />► The budget: determine per prospect/client group, what their development is worth to the company.<br />► Optimize your prospect and client contacts. In form, frequency and relevance.<br />► Each contact should be valuable and bring prospects and clients to the next level.<br />

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To really make a BENG!<br />

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1. Story telling selling<br />

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1. Story telling selling<br />► Set clear goals.<br />

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1. Story telling selling<br />► Set clear goals.<br />► Map target group perception of these goals.<br />

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1. Story telling selling<br />► Set clear goals.<br />► Map target group perception of these goals.<br />► Define convincing arguments <br />

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1. Story telling selling<br />► Set clear goals.<br />► Map target group perception of these goals.<br />► Define convincing arguments <br />► Wrap these arguments in brand values. <br />

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1. Story telling selling<br />► Set clear goals.<br />► Map target group perception of these goals.<br />► Define convincing arguments <br />► Wrap these arguments in brand values. <br />► Make “row 4 seat 2” understand how to contribute.<br />

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1. Story telling selling<br />► Set clear goals.<br />► Map target group perception of these goals.<br />► Define convincing arguments. <br />► Wrap these arguments in brand values. <br />► Make “row 4 seat 2” understand how to contribute.<br />► Be authentic, honest, inspiring and fun.<br />

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2. The rationale of creativity<br />

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2. The rationale of creativity<br />► Base your creativity on brand values.<br />

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2. The rationale of creativity<br />► Base your creativity on brand values.<br />► Audience should be pulled out of “safety zone”.<br />

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2. The rationale of creativity<br />► Base your creativity on brand values.<br />► Audience should be pulled out of “safety zone”.<br />► Motivate each conceptual element’s relevance.<br />

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2. The rationale of creativity<br />► Base your creativity on brand values.<br />► Audience should be pulled out of “safety zone”.<br />► Motivate each conceptual element’s relevance.<br />► All elements form “chain gang” towards checkout.<br />

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2. The rationale of creativity<br />► Base your creativity on brand values.<br />► Audience should be pulled out of “safety zone”.<br />► Motivate each conceptual element’s relevance.<br />► All elements form “chain gang” towards checkout.<br />► Reality check: is the audience showing up for your story or your creative “incentive”?<br />

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3. Content Management.<br />

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3. Content Management.<br />► Minimize monologues. Make your audience see, hear, feel, smell & taste your story.<br />

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3. Content Management.<br />► Minimize monologues. Make your audience see, hear, feel, smell & taste your story.<br />► Make content valuable to each individual.<br />

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3. Content Management.<br />► Minimize monologues. Make your audience see, hear, feel, smell & taste your story.<br />► Make content valuable to each individual.<br />► Make call to action feel like the logical/right thing to do. Create the opportunity to act.<br />

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3. Content Management.<br />► Minimize monologues. Make your audience see, hear, feel, smell & taste your story.<br />► Make content valuable to each individual.<br />► Make call to action feel like the logical/right thing to do. Create the opportunity to act.<br />► Interact, interact, interact! <br />

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4. Buzz and Interaction<br />

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4. Buzz and Interaction<br />► Create a valuable social network around the event.<br />

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4. Buzz and Interaction<br />► Create a valuable social network around the event.<br />► Create a great mobile experience.<br />

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4. Buzz and Interaction<br />► Create a valuable social network around the event.<br />► Create a great mobile experience.<br />► Use Twitter editors for live interaction. <br />

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4. Buzz and Interaction<br />► Create a valuable social network around the event.<br />► Create a great mobile experience.<br />► Use Twitter editors for live interaction. <br />► Share/stream your content. <br />

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4. Buzz and Interaction<br />► Create a valuable social network around the event.<br />► Create a great mobile experience.<br />► Use Twitter editors for live interaction. <br />► Share/stream your content. <br />► Stimulate comments, ratings and discussions. <br />

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5. Evaluation.<br />

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5. Evaluation.<br />► Evaluate and adjust every step of the way. <br />

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5. Evaluation.<br />► Evaluate and adjust every step of the way. <br />► Avoid social desirability. Get real answers.<br />

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5. Evaluation.<br />► Evaluate and adjust every step of the way. <br />► Avoid social desirability. Get real answers.<br />► Find out if the event was really valuable.<br />

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5. Evaluation.<br />► Evaluate and adjust every step of the way. <br />► Avoid social desirability. Get real answers.<br />► Find out if the event was really valuable.<br />► Track and evaluate direct results.<br />

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In Conclusion...<br />

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In Conclusion...<br />► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. <br />

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In Conclusion...<br />► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. <br />► It is the mother of all social media. At some point web and cell need to cross over to the real world.<br />

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In Conclusion...<br />► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. <br />► It is the mother of all social media. At some point web and cell need to cross over to the real world.<br />► A lot of it’s potential is still unused. <br />

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In Conclusion...<br />► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. <br />► It is the mother of all social media. At some point web and cell need to cross over to the real world.<br />► A lot of it’s potential is still unused. <br />► So start creating value today!<br />

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www.bengny.com<br />