the path to engagement and business results...• build upon momentum gained at inaugural event in...
TRANSCRIPT
![Page 1: The Path to Engagement and Business Results...• Build upon momentum gained at inaugural event in 2014 • Secured our lead sponsorship position immediately after the 2014 event concluded](https://reader035.vdocument.in/reader035/viewer/2022062603/5f05c35f7e708231d414958f/html5/thumbnails/1.jpg)
Event Strategy: The Path to Engagement and Business Results
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BlueGrace Logistics & The Tampa Bay Lightning
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Branding
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Recruiting
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New Business Acquisition
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Charitable Opportunities
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Employee Engagement
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Cardinal Health Integrated Logistics Services SINGLE EVENT
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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
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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
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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
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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
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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
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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
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ILS booth
Cocktail reception – Los Angeles area cross dock signage
Social media messages
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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
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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%
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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.
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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
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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
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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
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Integrated Marketing and Communications Strategy
• Digital Marketing
• Media Relations and PR
• Direct Marketing/Collateral
• Special Events
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Digital Marketing
E-mails, online advertising
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Digital Marketing Microsite, YouTube, Social Media
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Media Relations and PR
News releases, magazine articles, media partnerships
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Special Events American Trucking Associations, Transportation Intermediaries Association, MATS, GATS,
Truckload Carrier Association, Transportation Marketing & Sales Association, etc.
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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
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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
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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
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Get It On Your Calendars Now!
November 7-9, 2017
Dallas, Texas
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UPS SEMA Event Marketing
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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
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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.
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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)
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To understand SEMA you have to experience SEMA
It’s CROWDED
It’s LOUD
And It’s OUTRAGEOUS
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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
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We had a five-part strategy
1. Get them to the booth
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We had a five-part strategy
2. Deliver a one-of-a-kind experience
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We had a five-part strategy
3. Speak to the audience on their terms
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We had a five-part strategy
4. Track attendees and gather information
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We had a five-part strategy
5. Follow up on leads
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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…
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SEMA was a huge success for UPS
3 new contracts were signed by UPS
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Event Strategy: The Path to Engagement and Business Results