Most professional services firms use events as an integral part of their marketing and business development (MBD) campaigns. And many firms have MBD professionals who focus solely on event management. So it was good to hear the July CIM https://www.cim.co.uk/ webinar which was dedicated to event management. Richard John | LinkedIn presented Turning events into genuine lead generators | CIM Webinar. The key points are summarised below – Update on event management.
Overview of event management talk
His talk covered the following topics:
- How to manage complex events schedules
- How to select the right events
- New ways to attract delegates to meetings and conferences
There were 250 delegates registered (58% corporate, 12% NFP, 9% event agencies, 9% public sector).
The delegates were polled on their biggest challenge from business events:
- 41% Implementing follow up
- 33% Proving ROI
- 10% Getting quality data from organisers
- 9% Getting accurate information/buy in from other departments
- 7% Lack of resources
Statistics on events
He shared some research insights:
- Events marketing is the most impactful tool in B2B sales (40% pipeline from events)
- Informa: 70% event marketers find events tools ineffective, 75% of B2B professionals find their event spend ineffective, 80% of event marketers say they can’t effectively calculate ROI
- In 2021, LinkedIn interviewed 1,800 marketers in 13 countries to find:
- 85% held a virtual event in the last 12 months
- Between 90-100% of their events were virtual
- 75% anticipated hosting virtual events in 2023
- 78% want in-person events to return
- Most events will have a “digital twin”
- Summary of event split (40% virtual, 36% in person, 24% hybrid)
- Yet generally now there is a huge drive to face-to-face events (involvement of all five senses)
He mentioned that Time magazine recently appointed a Chief Events Officer to the Board – showing that events can be a major source of revenue and profit for some organisations.
How to improve effectiveness of events – take control
He argued that most organisations arrange too many events – so it is better to do less events but do them better. And that multiple tiny changes matter (using the concept of aggregation of marginal gains from cyclists).
Reminding us of Stephen Covey’s “Begin with the end in mind” he said that the starting point was to be clear about what will success look like? Are you raising awareness? What other impacts are expected? How many and what types of leads are to be generated? So setting objectives was the first task.
Other suggestions to help you take control included:
Have a detailed briefing sheet – Prepare a list of questions to ask when people request event support. Ask about link to overall strategic and marketing objectives, audience targeting, timescales and resources.
Consider alternatives to events – Many people will want to simply repeat previous events or feel that events are their “go to” strategy. But other marketing mechanisms might be more effective at achieving aims.
Address the compliance issues – These days you must consider a variety of compliance issues including communications, logistics, health & safety and diversity. On this last point he said that 70% of speakers are men at present and suggested using the conference diversity distribution calculator assessment Home — DICE (getdice.co.uk)
Organise better exhibitions
His advice to improve the effectiveness of exhibitions included:
Understand the visitors
He cited research that indicated on average visitors spend about five hours at an exhibition. But this time includes going to seminars, comfort stops and spontaneous meetings.
The average exhibition attendee visits around 12 stands although there are typically around 240 stands at an exhibition. Attendees plan 50% of stand visits in advance
Exhibition stand organisers should consider what they ideally want to happen during the five minutes conversation with stand visitors. He suggested that in that time the most you might achieve was to work out whether a suspect was a prospect for your organization.
“Stop giving away freebies from stands as this only attracts time wasters”.
Set exhibition goals
How many leads from an exhibition stand represent “good value”? And asked what counts as a good lead?
He explained the BANT system to qualify a lead:
- Budget – spending ability?
- Authority – decision maker?
- Need – urgent business problem to address?
- Timing – time frame to provide a solution?
He mentioned the system that can capture lead information by scanning the QR codes on badges (and noted that 90% of exhibitors don’t use this facility). And then to have a few additional questions to qualify the lead.
He provided an example to calculate lead generation goals. A 12 square metre stand on two day show – with three stand staff (choose them well and train them – they need to be good conversationalists) over seven hour days.
He suggested a target of four qualified leads per hour – so that generates an overall target of 168 leads
Run better conferences
He shared research into 10,000 delegates
What conference delegates want:
- Hygiene factors
- Structure, balance and variety
- Venue, logistics and social elements
- Health factors
- Workshops and syndicates (for active learners)
- Right audience (similar age, roles, experience)
- Effective networking
- Presentations: quality, variety, relevance, interconnected
- New formats and technology welcome
If you are using a panel have no more than three panellists. “Two of which should look like they want to fight each other” so there’s tension.
What conference delegates don’t want:
- Timing: less is more
- (Regular) food and breaks matter
- Networking is not socialising
- Poor delivery trumps great content (he suggests that you interview people who don’t present well)
- Content overload
- Repetition, lack of linkage
- Format and technology MUST add value
He reminded us that people remember little after 48 hours. Retention is best achieved by getting delegates to teach, do and discuss – which takes time from the schedule.
He shared some interesting engagement ideas:
- Lapel badge to indicate how social they feel
- Ask delegates to bring a children’s book they liked – which were donated to a children’s hospital ward. Delegates initiated conversations about their choice of book
- Choose a coffee cup which showed a message around why they were attending – again, to stimulate initial conversations
Considering formats, he pointed to TED events. These are short presentations delivered well. Known for the big red spot that speakers that stand on. They start rehearsals a year in advance Presentation skills – TED Talks Chris Anderson book review (kimtasso.com)
He talked about storytelling which forms the basis of human interaction. Stories have the power to: engage, educate, entertain, instil values and drive change. He shared research that stories can persuade us to spend more: of 100 objects that were originally valued at $128.74 when coupled with back stories they were sold for a total of $3,612.51 Video – The art of storytelling – Kim Tasso explains
Market events better
Amongst the suggestions for improved event marketing:
Plan communications well in advance
He urged organisers to generate ideas to get onto visitors’ radars well before the event. Sustained targeting communications including advertising, emails and social media.
Answer delegate questions – provide clear benefits
To encourage more delegates to attend he argued that you needed to answer these questions for them:
- Why should I attend? Why give up my time and commit to travel?
- What’s so special about this event?
- What will I learn to do?
- What tools will I come away with?
- What problems will be solved?
- What difference will this make to my work/life?
- What will I miss if I don’t go? (FOMO)
- What return on investment will I achieve as a delegate? (i.e. opportunity cost of my time invested)
- How do I justify it to my colleagues? (e.g. provide a download letter to justify attendance to your boss)
- What have you done to mitigate my risk? (e.g. provide a money back guarantee?)
- Why is attending (rather than another approach) the solution?
Check your event offer is compelling
- Location of web event pages – one or two clicks only
- Title – quirky or mainstream?
- Target – profile of delegates clear?
- Layout – clear indication of shared problem?
- Three compelling reasons to attend?
- Why is this an event for me?
- FOMO/risk exploited?
- Clear, customised benefits?
- Delegate ability to engage (before, during and after event?)
- Uniqueness (Suit? Headshot? Bio – again?)
- Testimonials?
- A trailer?
- Is the focus on you (the delegate) rather than we (the organiser)?
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