providing and marketing high-value programs
TRANSCRIPT
![Page 1: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/1.jpg)
1
Providing and Marketing High-Value Programs and
EventsHow to Avoid Costly Mistakes and Big Headaches that Excedrin Can’t Help!
![Page 2: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/2.jpg)
2
Hey, I did say “might!”
My background: ◦ Themed birthday parties for my kids ~ every year ◦ Events for my own company for 12 years◦ Events for clients such as Kodak and Xerox
STC Program Manager for two years/Barbara Knight 2008. Spectrum Co-chair 2011.
Why I Might Have Something to Say that You Haven’t Heard Yet!
![Page 3: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/3.jpg)
3
Develop your event based on consumer demand:
* surveys * suggestions
* data from past events
Consider the “risk factors” regarding P & L
Planning an Event:“If You Build it, Will They Come?”
![Page 4: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/4.jpg)
4
Assessment
Scoping◦ Time and cost projections (“cost of goods sold”)◦ Attendance projections◦ Income projections (baseline, upside, downside)
Venue arrangements◦ Food, entertainment, raffles, presentations
Planning Elements (L & L)
![Page 5: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/5.jpg)
5
Size of event
Target Competing events in your market
Key Factors to Consider
![Page 6: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/6.jpg)
6
Scalability
◦ Venue flexibility * Menu revisions* “Lock-down” date* Increasing/decreasing room space, menu items* Volume discounts or freebies
Event fee structure (…adequate for downside?)
Key Factors to Consider (cont.)
![Page 7: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/7.jpg)
7
Is there a deposit required? What does it cover? When is it due?
Are you required to sign a contract? ◦ Are you authorized to do so?◦ If a written contract is not required, you are still in
an oral contract. Get all of the details and fees in writing.
Deposits and Contracts
![Page 8: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/8.jpg)
8
Fees you need to inquire about:
◦ Room rental fees◦ Food costs◦ Gratuity (Standard 20% for some venues)◦ Server fees for bar or food setup ($45 per hour?)◦ Linen fees ($5-$7 per tablecloth, 50 cents per
napkin?)◦ Décor fees
Deposits and Contracts (cont.)
![Page 9: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/9.jpg)
9
Fees you need to inquire about (cont.):
◦ Internet access fees◦ AV fees (slide or overhead projector, screen, flip
charts)◦ Parking fees◦ Promotional materials/signage fees◦ Table and chair rental (if catered)◦ Coat rack rental/coat room fees◦ Security fees
Deposits and Contracts (cont.)
![Page 10: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/10.jpg)
10
Do not forget to provide the venue with:
◦ Tax exempt certificate◦ Certificate of insurance (if requested)◦ Set-up instructions◦ A list of any special food requests ◦ Your phone number to give to the chef or the
event coordinator in case there are last minute changes.
Deposits and Contracts (cont.)
![Page 11: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/11.jpg)
11
“Guarantees” are fees for unused food, rooms, etc. based on either “minimums” or “lock-down” dates.
◦ A contract is the place to START negotiations! It is a “suggestion” until it is signed.
◦ All establishments have policies, but most of them will be flexible to obtain business.
Deposits and Contracts (cont.)
![Page 12: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/12.jpg)
12
Contract negotiations: to succeed in passing through, around, or over (as in a hiker negotiating a mountain pass)
At its core, a negotiation is reaching an
agreement…but sometimes you must get around or over policies of the venue that do not meet your customer needs.
Deposits and Contracts (cont.)
![Page 13: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/13.jpg)
13
Things you might be able to negotiate:
◦ Free hotel rooms for event planners◦ Donations from the venue to put into a raffle◦ Free coffee or tea with a meal◦ Less expensive dessert like cookies (even if those
are not on the menu)◦ Free use of the event room if you order meals◦ Free speakers if you buy them dinner
Deposits and Contracts (cont.)
![Page 14: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/14.jpg)
14
Things you might be able to negotiate:
◦ Better “lock-down” dates (Get these added to your contract!)
Smaller events (up to 50 people) -- try to lock at 24-48 hours in advance. Give updated counts at 7, and 3 days in advance. Final lock 1 day in advance.
Larger venues – Give count 2 weeks out, then 1 week out. Lock 3-4 days before event.
Deposits and Contracts (cont.)
![Page 15: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/15.jpg)
15
Publicize small community events 10 days to 4 weeks in advance.
Publicize larger events 2-3 months in advance, with increasing frequency until day before event.
Use a variety of distribution channels:
Publicity
![Page 16: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/16.jpg)
16
Social media (Facebook, Twitter, LinkedIn)
Professional organization web sites and info boards
Local and regional colleges and universities
Professional trade shows (Digital Rochester)
Publicity (cont.)
![Page 17: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/17.jpg)
17
Direct e-mails and invitations
Word of mouth/personal invitations
Company contacts such as HR departments
Event Planning mailing lists such as EventBrite
Literature and “leave-behinds”
Publicity (cont.)
![Page 18: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/18.jpg)
18
Media (TV, radio, newspapers, magazines)
Blogs
Event web site (Spectrum), chapter/co. web sites, my STC
Member communications
Publicity (cont.)
![Page 19: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/19.jpg)
19
Communication targets:
◦Capture and maintain contact information and continue mailings until “targets” opt out (non-renewals and referrals)
◦In business, this may refer to former clients or sales contacts.
Publicity (cont.)
![Page 20: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/20.jpg)
20
In all publicity, include:
◦Clean, motivational copy and custom graphics
◦Perceived benefits (Why should you come?/What will you get out of it?)
◦Motivational copy/R.O.I info for the money manager (Why should you send your employee?/How will your company benefit?)
Publicity (cont.)
![Page 21: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/21.jpg)
21
NOTE: It is not enough to sell the attendee on the event. You must “up-sell” whoever is paying for the event (the ultimate end–user).
Summary
![Page 22: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/22.jpg)
22
NOTE: All of the PR in the world can’t overcome resistance when:
◦there is no money to spend to get the R.O.I.
◦the perceived value is less than the price.
◦there are two good choices, and the competing event makes a better business case than you do.
Summary (cont.)
![Page 23: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/23.jpg)
23
the competing event is not a business event, it is a personal one.
the weather is bad.
Summary (cont.)
![Page 24: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/24.jpg)
24
Your best publicity comes from people who enjoyed past events, so:
◦ meet everyone who attends your events if possible,
◦ help guests meet others who will build personal and business connections with them, and
◦ make your events fun as well as educational.
Summary (cont.)
![Page 25: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/25.jpg)
25
Provide quality! Bad food (or sparse food) and run-down venues communicate, “We will do as little for you as possible, to improve our bottom line.”
Negotiate the best value you can provide for a quality event. People remember a good meal spent with “friends.”
Summary (cont.)
![Page 26: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/26.jpg)
26
Warm chocolate chip cookies will make you a hero!
Good-bye, good luck…and let’s have fun out there!
Summary (cont.)
![Page 27: Providing and Marketing High-Value Programs](https://reader035.vdocument.in/reader035/viewer/2022062709/55910a221a28aba2548b45c3/html5/thumbnails/27.jpg)
27
@bluestoneriver
Contact Info