Event Driven Marketing: What’s the

Payoff?

Brenda Stier-AnstineMarketing WorksMay 27, 2010

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Why Event Marketing?

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Why Event Marketing?

In today’s market, brand and reputation management

emphasize “experience.”

Understanding how audiences interact with,experience and leverage a brand is key.

Why Event Marketing?

40% of leading marketing-driven organizations will allocate MORE to experiential marketing as a

percentage of their overall spend.

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Why Event Marketing?

In healthcare, pharmaceutical and biotech and consumer products and services,

“Increase awareness of the brand/product” is respectfully “the #1 and #2 priority.”

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Why Event Marketing?

68% say in tough economic times it’s even moreimportant to engage stakeholders

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Why Event Marketing?

89% agree experiential marketing buildscustomer relationships for the long term

73% agree experiential marketing generates sales/leads in the short

term

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Why Event Marketing?

79% aligns internal audiences with brand/business goals

86% experiential marketing increases

awareness of the brand/product

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Why Event Marketing?

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Why Event Marketing?

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Time vs. Quality Time

Spending “quality time” with customers not only exposes them to the brand but allows them to interact with the brand

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Time vs. Quality Time

Face-to-Face & E-CME Dominate in North America

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Time vs. Quality Time

It is all about time in measuring ROI because experiential marketing:

• Allows more time to be spent with stakeholders

• Requires less time to inspire action among participants

• Leads to longer relationships and advocacy that pays off over time

Time vs. Quality Time

Case Study: Neurological Associates

Challenge: Encourage patient referrals from physicians and

increaseawareness of the practice.

Case Study: Neurological Associates

Strategy:• Black-tie Reflections gala • Offer a prestigious award • Encourage media and PR • Partner with a local charity

Case Study: Neurological AssociatesResults:

•100 percent self-sustaining event•Raised $10,000 for charity•250+ attend every year•5-6 hours with physicians and spouses

Time vs. Quality Time

Case Study: Progressive Medical, Inc.RIMS Tradeshow

Challenge: Enhance opportunities to raise margins, improve qualified leads

andgenerate sales to increase revenue and overall market share.

Case Study: Progressive Medical

Strategy: • E-mail campaign before

and during show• At-show text-to-win text

messaging campaign featuring daily giveaways: Starbucks, GPS, TV and iPad

Case Study: Progressive Medical

Results: • 17% of booth visitors participated

in text-to-win campaign

• 15% open rate for pre-show e-mail campaign

• 10% open rate for at-show e-mail campaign

• Scheduled face to face meetings

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Pre-qualification Process

• Does it fit with organizational mission and growth strategies?

• Have you set event goals?

• Is there a unique benefit to the customer?

• Will this event compromise the reputation and values of the organization?

Pre-qualification Process

Consider how participants will experience the brand via

touch-points including:

– Invites– Registration– Break out– Agenda– Follow up outreach– Self assessment tools– Other

Pre-qualification Process

• Establish a baseline of perceptions

• Create learning objectives

• Select appropriate formats

Assessment During Event

• On-site surveys

• Informal town-hall forum

• Logistical evaluation

• Anecdotal

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Post Event Evaluations

Speaker Evaluation• Clarity• Relevance

Audience Evaluations• Objectivity• Value

Vendor Evaluations• Performance

Post Event Evaluations

After Action Reports

• What did we do well?

• What could have been done differently?

• What ideas do I have for future events?

Case Study: ADAM

• Entice attendees while maintaining the integrity of the learning curriculum.

• Developed theme that appealed to attendee and decision maker

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Measurements for Success

“Not everything that can be counted counts, and not

everything that counts can be counted.”

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Event Measurement Basics

• Follow-Up With Business Impact

• Deliver to CEO• Quantify

• Current time• Six months• One year

• Spend money on training