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July 30, 2008 In By Advent

007: The Event is the Middle

How do you get the most out of a mar­ket­ing event? Extend it. If we treat the event as the mid­dle, instead of as the finale, we find new oppor­tu­ni­ties to reach prospects.

In this episode, we′ll talk about spe­cific ways to extend the reach of events through tech­nol­ogy and word of mouth.

Show Notes

00:00 Intro­duc­tion

01:51 Expe­ri­en­tial Events vs. Tra­di­tional Marketing

• EventView 2008: Events pro­vide the high­est ROI
• 78% of atten­dees share their expe­ri­ence with oth­ers who did not attend (Word of Mouth!)
• 50% of atten­dees purchased
• 29% of those influ­enced by atten­dees purchased
• No other mar­ket­ing tool has that kind of power

05:41 Key Per­for­mance Indi­ca­tor: Cost Per Touch (CPT)

• Exam­ple: $100,000 event / 1000 atten­dees = $100 CPT

08:46 Event Impact Zones

• Zone 1: Those attend­ing the event
• Zone 2: Those influ­enced by atten­dees shortly after the event
• Zone 3: The resid­ual impact that con­tin­ues over time

11:23 The Event is the Middle

• Treat the event as the mid­dle of one long con­tin­u­ous engagement
• extend the event back­ward to the pre-event
• extend it for­ward to post-event
• Effect: Improve CPT dramatically

15:06 How to Extend the Event

• Get your mind right: 95% of your effort should not go into the event itself
• Don′t “plan the event,” rather “design the experience”
• Use vir­tual and online to extend for­ward and backward
• Mea­sure­ment

24:40 Con­clu­sion

• get help from an expe­ri­en­tial agency
• start small

26:21 Resources, Links, Comments

Addi­tional Resources

• Full tran­script of episode seven
• New York TImes arti­cle: The Vam­pires are Com­ing, but Only After Months of Warnings
• EventView 2008 survey
• Expe­ri­en­tial Mar­ket­ing Summit
• AT&T US Open Sponsorship

Authored By Advent

Advent partners with organizations to help them visually express differentiation.