efolder expert series- how to host killer marketing events

How to Host Killer Marketing Eventsto Boost Your MSP

Ariane PollockEMEA Marketing Coordinatorapollock@efolder.net linkedin.com/in/arianepollock

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• Expert Introduction• Benefits of a Lunch and Learn• Pre-Lunch Checklist• “Host with the Most”• Post-Lunch Checklist• Additional Tips• Q&A

Agenda

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Expert Introduction

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Evoke IT

Founded in 2011

20 employees

40 active clients

Client base across Scotland

Serves SMBs of every industry

Benefits of a Lunch and Learn

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Lunch and Learn

A Lunch and Learn is a lunch-hour presentation facilitated by an organization designed to circulate information to attendees on a specific topic.

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Lunch and Learn

Why?

Strengthens Community

Networking Opportunity

Direct Form of Contact

Lead Generation

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Lunch and Learns with Evoke IT

How has Evoke IT benefited from a Lunch and Learn

initiative?

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Ideal Lunch and Learn Format for MSPs

• Upscale steakhouse with private room• 20-30 registrants• 15-20 attendees• Organized registration process• 1 hour session, with 45 minute

presentation• 3 course meal with beer + wine• Offer to close with• Don’t forget dessert!

Pre-Lunch Checklist

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Lunch and Learn Timetable

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2 Months from Lunch and Learn

www.espatial.com

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Find a venue

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1 Month from Lunch and Learn

• Build event registration page

• Send event dates and registration links to salespeople

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3-4 Weeks from Lunch and Learn

• Create recipient list for email blasting• Search LinkedIn for additional prospects to invite

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2-3 Weeks from Lunch and Learn• Begin email blast campaign

o 3-4 email invitationso Spread out over 2 weeks leading up to

evento Pardot, Marketo, Vertical Response,

MailChimp, Hubspot

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Lunch and Learns with Evoke IT

What other ways does Evoke IT drive attendance for Lunch and Learns?

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1-2 Weeks from Lunch and Learn

• Send out LinkedIn InMails if more registrants are necessary

• Begin “sanity checks” on registration lists to weed out ineligibles

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Friday Prior to Lunch and Learn

• Send “wingman blast” emails to registrants

• Create name badges and check in list

• Prepare collateral • If traveling, ship package to

restaurant

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1-2 Days before Lunch and Learn

• Update restaurant contact with logistical informationo How many people?o What time will guests

be arriving?o Confirm menu options

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1 Day before Lunch and Learn

Reminder Calls!

“Host with the Most”

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Lunch and Learns with Evoke IT

What does Evoke IT’s Lunch and Learn format look like?

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Lunch and Learn Timeline

Time Action11:50-12:10 Guests arrive12:15-12:20 Start

presentation/salad drop

12:30 Salad plates cleared12:35-12:40 Entrée drop12:50-12:55 Entrée plates cleared1:00-1:15 Closing offer/dessert

drop

Post-Lunch Checklist

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Post-Lunch Checklist• Mark

“Attended/Not Attended” on registrant excel sheet

• Make sure all attendee info is accurate; name, number, email

• Include walk-ins• Send to marketing

for sales handoff• Enjoy your own

lunch with a well deserved glass of wine!

Additional Lunch and Learn Tips

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Lunch and Learn Tips

• A Great Invite List• Educational Content• Joint Partners• Killer Venue and Delicious Food• Professional Logistics• Strict RSVP List Management• Repetition

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Other Event Formats

Questions & Discussion

Questions for Laura

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• How do you overcome budget constrains?

• What marketing challenges do you face and how do you overcome them?

• What other marketing activities do you conduct and which ones are the most engaging?

• What advice do you have for partners who want to start marketing their solutions?

Thank You!

Ariane PollockEMEA Marketing Coordinatorapollock@efolder.net linkedin.com/in/arianepollock