the path to engagement and business results...• build upon momentum gained at inaugural event in...

Event Strategy: The Path to Engagement and Business Results

BlueGrace Logistics & The Tampa Bay Lightning

Branding

Recruiting

New Business Acquisition

Charitable Opportunities

Employee Engagement

Cardinal Health Integrated Logistics Services SINGLE EVENT

Target audience: medical device senior logistics personnel

Logistics challenges:

• Medical device manufacturers face extreme regulatory scrutiny

• Difficulty tracking devices from the point of manufacture directly to a patient

• A patient is at the end of their supply chain, which means the right product has to be available at the right time

LogiMed 2015

Conference and trade show

• The only North American conference and trade show for medical device senior logistics executives

• Opportunity for attendees to attend keynotes, panel discussions, a trade show and network with people who face the same unique challenges that they do

Conference goals

Opportunity to:

• Create brand awareness among all medical device manufacturers in attendance

• Conduct one-on-one meetings with 30% companies during the event

• Generate meaningful leads for sales

Conference objectives

Create brand awareness of ILS through: • Sponsorship of entire conference which included:

• Keynote, round table discussions, seat drop, cocktail gala, trade show booth

• Social media campaign Generate meaningful leads for sales:

• Through one-on-one meetings in booth/meeting room • Interaction during the roundtables • Interaction during the cocktail gala

Planning

Strategy

• Build upon momentum gained at inaugural event in 2014

• Secured our lead sponsorship position immediately after the 2014 event concluded

• Event planning started two months after the conclusion of the 2014 event

• Created a marketing plan which included social media for engaging customers before, during and after the event

Execution

Strategy • Keynote focused on ACA challenges – resonated with

the audience • Booth enabled sales to meet in a semi-private area

on the show floor • Private meeting room also available

• Cocktail reception featured our new cross dock locations in a fun way

• Utilized social media before, during and after event

ILS booth

Cocktail reception – Los Angeles area cross dock signage

Social media messages

Results

Creating brand awareness of ILS: • Keynote was attended by 95% of the attendees

• After the keynote, attendees visited the booth to discuss more about what they heard

• Our three roundtable discussions following the keynote, were at overflow capacity

• We overheard a lot of positive buzz among attendees after the keynote

• ILS sponsored Piecing Together the Supply Chain Puzzle cocktail reception

• 75% of the conference attendees were at the reception • Emails follow ups were sent to all of the med device manufacturers in attendance

Results

Lead generation: • We conducted one-on-one meetings with 34% of the

companies in attendance • 61% of the onsite meetings generated follow up meetings after

the event • We closed new business with 37% of the companies we met with after the

conference

• Through our Piecing Together the Supply Chain cocktail reception passport contest, we were able to boost our email database by 25%

Our Mission

To encourage the employment of women in the trucking industry, promote their accomplishments, and minimize obstacles faced by women working in the trucking industry.

Membership

• 4,000+ members (business professionals and drivers alike)

• Motor carriers, 3PLs, OEMs, private fleets (retailers, manufacturers), technology, insurance, accountants, financial services, consultants, attorneys, other categories

Original Accelerate! Goals/Objectives

• Generate $222K non-dues revenue, $88,500 in profitability

• Relevant educational, networking forum for 200 attendees

• Create excitement for women to participate in the industry, raise awareness of gender diversity and inclusion, encourage collaboration

Original Accelerate! Goals/Objectives

• Develop a robust expo with 50 booths

• Create sponsorship packages (year-round branding, visibility)

• Strengthen awareness of WIT, drive membership, increase value for members

Integrated Marketing and Communications Strategy

• Digital Marketing

• Media Relations and PR

• Direct Marketing/Collateral

• Special Events

Digital Marketing

E-mails, online advertising

Digital Marketing Microsite, YouTube, Social Media

Media Relations and PR

News releases, magazine articles, media partnerships

Special Events American Trucking Associations, Transportation Intermediaries Association, MATS, GATS,

Truckload Carrier Association, Transportation Marketing & Sales Association, etc.

Actual ROI/Measurable Results • $291,500 (non-dues revenue), $103,374 profits

• Nearly 350 attendees. 17 sponsors, 50 exhibitors

• 80% satisfied/very satisfied with education and networking

Actual ROI/Measurable Results

Successfully strengthened awareness of the WIT brand:

• 10% increase in membership post-conference

• 5,000 direct visits to the website

• 300,000+ impressions via website, email

• 3,000+ views on the WIT promo video

• 400+ view on wIT YouTube Channel

• 5,000 impressions LinkedIn, FB, Tweets, re-Tweets

Actual ROI/Measurable Results

Direct Marketing/Collateral/One-on-One Sales:

• 85% of overall revenue generated

• 2,600 new prospects introduced to WIT

Advertising/Media Relations:

• 1.2 million impression through advertising, news releases, media coverage, social

Get It On Your Calendars Now!

November 7-9, 2017

Dallas, Texas

UPS SEMA Event Marketing

What is SEMA?

Specialty Equipment Market Association (SEMA)

The largest gathering of auto aftermarket businesses and exhibitors in the U.S. – Always in Las Vegas

• More than 100,000 industry leaders

• Over 60,000 domestic and international buyers

• Buyers from every state and 148 countries

• 600+ media attendees

SEMA is a show for “Buyers”

93% of buyers agree

the SEMA Show was worth the time and cost to attend.

87% of buyers plan

to order products from exhibitors after the show.

73% of buyers are

more likely to buy from an exhibitor at the SEMA Show.

The SEMA show represented huge opportunity for UPS

$280 million in annual revenue opportunity

($200 million in annual small package revenue from SEMA member companies and an additional $80 million in other opportunities)

To understand SEMA you have to experience SEMA

It’s CROWDED

It’s LOUD

And It’s OUTRAGEOUS

Understanding SEMA and what the SEMA member needed was crucial

It’s CROWDED

It’s LOUD

And It’s OUTRAGEOUS

We had to think and act differently

We had a five-part strategy

1. Get them to the booth

We had a five-part strategy

2. Deliver a one-of-a-kind experience

We had a five-part strategy

3. Speak to the audience on their terms

We had a five-part strategy

4. Track attendees and gather information

We had a five-part strategy

5. Follow up on leads

SEMA was a huge success for UPS

• 65% of Poken recipients registered accounts

• 2,693 total Poken interactions (Poken-to-Poken and collateral collection)

• 221 total leads captured (200 domestic, 21 international)

• And best of all…

SEMA was a huge success for UPS

3 new contracts were signed by UPS

Event Strategy: The Path to Engagement and Business Results