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Event Marketing

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Learn when you should use event marketing and why it will pay off if you do it right.

Publié dans : Business, Santé & Médecine
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Event Marketing

  1. 1. Event Driven Marketing: What’s the Payoff? Brenda Stier-Anstine Marketing Works May 27, 2010
  2. 2. Why Event Marketing?
  3. 3. Why Event Marketing? <ul><ul><li>In today’s market, brand and reputation management </li></ul></ul><ul><ul><li>emphasize “experience.” </li></ul></ul><ul><ul><li>Understanding how audiences interact with, </li></ul></ul><ul><ul><li>experience and leverage a brand is key. </li></ul></ul>
  4. 4. Why Event Marketing? <ul><li>40% of leading marketing-driven organizations will allocate MORE to experiential marketing as a percentage of their overall spend. </li></ul>
  5. 5. Why Event Marketing? <ul><ul><li>In healthcare, pharmaceutical and biotech and consumer products and services, </li></ul></ul><ul><ul><li>“ Increase awareness of the brand/product” </li></ul></ul><ul><ul><li>is respectfully “the #1 and #2 priority.” </li></ul></ul>
  6. 6. Why Event Marketing? <ul><ul><li>68% say in tough economic times it’s even more </li></ul></ul><ul><ul><li>important to engage stakeholders </li></ul></ul>
  7. 7. Why Event Marketing? <ul><ul><li>89% agree experiential marketing builds </li></ul></ul><ul><ul><li>customer relationships for the long term </li></ul></ul><ul><ul><li>73% agree experiential marketing generates sales/leads in the short term </li></ul></ul>
  8. 8. Why Event Marketing? <ul><ul><li>79% aligns internal audiences with brand/business goals </li></ul></ul><ul><ul><li>86% experiential marketing increases awareness of the brand/product </li></ul></ul>
  9. 9. Why Event Marketing?
  10. 10. Why Event Marketing?
  11. 11. Time vs. Quality Time Spending “quality time” with customers not only exposes them to the brand but allows them to interact with the brand
  12. 12. Time vs. Quality Time Face-to-Face & E-CME Dominate in North America
  13. 13. Time vs. Quality Time <ul><ul><li>It is all about time in measuring ROI because experiential marketing: </li></ul></ul><ul><ul><ul><li>Allows more time to be spent with stakeholders </li></ul></ul></ul><ul><ul><ul><li>Requires less time to inspire action among participants </li></ul></ul></ul><ul><ul><ul><li>Leads to longer relationships and advocacy that pays off over time </li></ul></ul></ul>
  14. 14. Time vs. Quality Time <ul><li>Case Study: Neurological Associates </li></ul><ul><li>Challenge: </li></ul><ul><li>Encourage patient referrals from physicians and increase </li></ul><ul><li>awareness of the practice. </li></ul>
  15. 15. Case Study: Neurological Associates <ul><li>Strategy: </li></ul><ul><li>Black-tie Reflections gala </li></ul><ul><li>Offer a prestigious award </li></ul><ul><li>Encourage media and PR </li></ul><ul><li>Partner with a local charity </li></ul>
  16. 16. Case Study: Neurological Associates <ul><li>Results : </li></ul><ul><li>100 percent self-sustaining event </li></ul><ul><li>Raised $10,000 for charity </li></ul><ul><li>250+ attend every year </li></ul><ul><li>5-6 hours with physicians and spouses </li></ul>
  17. 17. Time vs. Quality Time <ul><li>Case Study: </li></ul><ul><li>Progressive Medical, Inc. </li></ul><ul><li>RIMS Tradeshow </li></ul><ul><li>Challenge: </li></ul><ul><li>Enhance opportunities to raise margins, improve qualified leads and </li></ul><ul><li>generate sales to increase revenue and overall market share. </li></ul>
  18. 18. Case Study: Progressive Medical <ul><li>Strategy: </li></ul><ul><li>E-mail campaign before and during show </li></ul><ul><li>At-show text-to-win text messaging campaign featuring daily giveaways: Starbucks, GPS, TV and iPad </li></ul>
  19. 19. Case Study: Progressive Medical <ul><li>Results: </li></ul><ul><li>17% of booth visitors participated in text-to-win campaign </li></ul><ul><li>15% open rate for pre-show e-mail campaign </li></ul><ul><li>10% open rate for at-show e-mail campaign </li></ul><ul><li>Scheduled face to face meetings </li></ul>
  20. 20. Pre-qualification Process <ul><ul><li>Does it fit with organizational mission and growth strategies? </li></ul></ul><ul><ul><li>Have you set event goals? </li></ul></ul><ul><ul><li>Is there a unique benefit to the customer? </li></ul></ul><ul><ul><li>Will this event compromise the reputation and values of the organization? </li></ul></ul>
  21. 21. Pre-qualification Process <ul><li>Consider how participants will experience the brand via </li></ul><ul><li>touch-points including: </li></ul><ul><ul><li>Invites </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Break out </li></ul></ul><ul><ul><li>Agenda </li></ul></ul><ul><ul><li>Follow up outreach </li></ul></ul><ul><ul><li>Self assessment tools </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  22. 22. Pre-qualification Process <ul><li>Establish a baseline of perceptions </li></ul><ul><li>Create learning objectives </li></ul><ul><li>Select appropriate formats </li></ul>
  23. 23. Assessment During Event <ul><li>On-site surveys </li></ul><ul><li>Informal town-hall forum </li></ul><ul><li>Logistical evaluation </li></ul><ul><li>Anecdotal </li></ul>
  24. 24. Post Event Evaluations <ul><ul><li>Speaker Evaluation </li></ul></ul><ul><ul><ul><li>Clarity </li></ul></ul></ul><ul><ul><ul><li>Relevance </li></ul></ul></ul><ul><ul><li>Audience Evaluations </li></ul></ul><ul><ul><ul><li>Objectivity </li></ul></ul></ul><ul><ul><ul><li>Value </li></ul></ul></ul><ul><ul><li>Vendor Evaluations </li></ul></ul><ul><ul><ul><li>Performance </li></ul></ul></ul>
  25. 25. Post Event Evaluations <ul><li>After Action Reports </li></ul><ul><ul><li>What did we do well? </li></ul></ul><ul><ul><li>What could have been done differently? </li></ul></ul><ul><ul><li>What ideas do I have for future events? </li></ul></ul>
  26. 26. Case Study: ADAM <ul><li>Entice attendees while maintaining the integrity of the learning curriculum. </li></ul><ul><li>Developed theme that appealed to attendee and decision maker </li></ul>
  27. 27. Measurements for Success <ul><ul><li>“ Not everything that can be counted counts, and not </li></ul></ul><ul><ul><li>everything that counts can be counted.” </li></ul></ul>
  28. 28. Event Measurement Basics <ul><ul><li>Follow-Up With Business Impact </li></ul></ul><ul><ul><ul><li>Deliver to CEO </li></ul></ul></ul><ul><ul><ul><li>Quantify </li></ul></ul></ul><ul><ul><ul><ul><li>Current time </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Six months </li></ul></ul></ul></ul><ul><ul><ul><ul><li>One year </li></ul></ul></ul></ul><ul><ul><li>Spend money on training </li></ul></ul>