This month's #MnE819 topic is about the importance of event strategy and creating an effective strategy for your events - before diving into execution. Every Friday, we feature two resources from industry experts adding up to 8 each month and a total of 19 take-aways. Stay tuned on our social media for #MnE819 updates: Facebook, Instagram, LinkedIn, Youtube, Pinterest. 

Let’s dive into our 8 resources and 19 takeaways...

OVERVIEW
1. There are six foundations to develop an effective event cycle. Strategy is the foundation number one.
2. Establishing a strong event strategy is critical to optimize event results - beyond the logistics. 
3. Save money, time and resources by defining your event strategy before executing the other 6 foundations.
​
I. METHODS 'N' EDUCATION
9 Steps Before Executing an Event Campaign

4. Map out the before, during, and after event customer journey and be able to visualize what it looks like for your customer. Be clear who your customer is.
5. Creating specific event goals is step 5 because doing steps 1-4 will provide the context and determine goals that reach your objectives.

II. Weekly Featured Resource
Event marketing timeline Event Marketing Strategy: Timeline, Template and Tactics
Eventbrite | Katie Sawyer | NOV 25, 2019

6. An event marketing cycle is intended to follow the 6 foundations to optimize event results: Strategy, Logistics, Outreach, Nurturing, Sales, Metrics 
7. Create relevant event timelines and expectations based on different participants of the event. Provide communication to staffing, ticket holders, exhibitors/sponsors, and speakers.  

III. MASTERMINDS 'N' EVENTS
LinkedIn Interview with Brynne Tillman

8. Just because in-person events are on pause - doesn’t mean the connections have to be. LinkedIn is an effective platform to still make intentional connections with attendees and exhibitors. 
9. Know who you’re talking to beyond their first name. Ask to continue the conversation, and be mindful who and when “to pitch” or “not to pitch”.

IV. Weekly Featured Resource
How to Reinvent Your Event Strategy and Make it Work
Eventtia | Victoria 

​10. There’s a difference between logistical event planning and event marketing execution. 
11. Understand and deliver expectations of all participants - not just ticket holders: attendees, speakers, sponsors & exhibitors.

V. MINDSET 'N' ENTREPRENEURSHIP
What a hybrid event model of in-person and virtual looks like

12. Event exhibitors and sponsors may have reallocated event & travel budgets, however organizers can still be the solution to their marketing objects through virtual & hybrid campaigns.
13. Tactics and platforms have shifted, yet objectives remain the same - to connect and impact a mutual audience. 

VI. Weekly Featured Resource
Event Strategy: The 2020 Guide 
Bizzabo | Bizzabo Blog Staff 

14. What are your 6 W’s of participating in the event? What are your business goals and how will this event help you reach those goals?
15. Events have been around since before marketing was a term - an original form to deliver a message to a group of people. They have evolved with technology and transportation - let’s embrace the opportunities and cherish the human to human connections. 

VII. METRICS 'N' EVENT TOOLS/APPS/CHECKLISTS
Creating Specific Goals and Examples Using the 7 Objectives of Events that Measure ROI

16. Create specific goals based on the 7 Cs to ROI: Cashflow, Community Connection, Campaigns & Create Buzz, Customer Experience & Journey, Criteria of Contributors & Supporters, Credibility - Build Reputation, and Conversion from outreach to sales.
17. Refer to these goals when creating a logistical task lisk for your event marketing plan.

VIII. Weekly Featured Resource
Getting Virtual: Why Your Strategy Should Include Hybrid Events
Opus Agency
​
18. Adding hybrid components to your event strategy expands your reach that provides flexibility and engagement of your audience.
19. A handshake at an event doesn’t have to be the first impression in a virtual and hybrid world. Optimize event results by combining digital tactics with personal touch points before, during and after an event. 

Do you have resources we can share or feature on #MnE819? Let us know in the comments, or email michelle@marketingNevents.com.

This month's #MNE819 topic is about optimizing technology for your event and marketing campaign. We feature resources adding up to 8 each month and a total of 19 take-aways. Stay tuned on our social media: Facebook, Instagram, LinkedIn, Youtube, Pinterest. 

OVERVIEW

1. Combine event technology & digital tools to enhance human to human connections
2. Leverage both digital and in person tactics to expand your reach - yet implement as different platforms
3. Be consistent with your brand online as offline - "on-stage" as "off-stage"

I. METHODS 'N' EDUCATION
4 Key Steps To Map Your Customer Journey Foundation

4. Find a tool (like Funnelytics) to map out your marketing funnels.
5. Consider "reverse engineering" mapping out how to get to your ultimate destination.

II. MASTERMINDS 'N' EVENTS
Leverage Live Events Through Human Connection with Alex Agresta

6. Combine the power of digital tools to strengthen the in person human to human connection at the event - carry that energy to continue the conversation afterwards
7. Research on platforms such as Speaker Hub and Eventbrite to outreach to event organizers and ask how you can contribute

III. MINDSET 'N' ENTREPRENEURSHIP
How I Set Up My Daily, Weekly & Monthly Tasks In Asana

8. Stick to priorities and be flexible throughout the day - Rather than a set routine set by the clock, I follow my priorities
9. Separate your "To-Do list" from your "Priority List". I treat my To-do list as a wish-list of endless tasks, and "priority list" is my actual "WANT TO and WILL DO" list.

IV. METRICS 'N' EVENT TOOLS/APPS/CHECKLISTS
5 Ways Technology Will Make You Highly Productive

10. Use Audiobooks! Use ‘lost time’ to learn anything from listening to Audiobooks during your commute to work, cleaning the house, watering the garden, taking shower, going for a run, or even picking up groceries.
11. Protect your focus! Download website blockers. Listen to music. Give yourself a time limit to complete a task. Track your habits. Use noise-cancelling earbuds. 

4 WEEKLY RESOURCES

V. Hio wants to put networking events back on your remote-only calendars

12. Hio initially launched as an app that allows users to share their chosen social media handles with others - ideally at networking events. They’re the official networking app of the Event Planner Expo and event organizers nationwide are optimizing their attendees' experience and meaningful connections before, during, and after the events.
13. Hio launched a virtual lounge so now 1-1 video connection is added to their list of features - in addition to their follow up templates by email or text messages. 

VI. Infographic: What Events Need to Know About Instagram Stories
14. If Instagram is where your audience hangs out, us Instagram stories to test out content. Create polls, tease announcements, new releases, and inspire FOMO (Fear of Missing Out)
15. Optimize Instagram features to drive engagement. Tag attendees,  partners,  and event hashtags. Add links to your CTA. Include poll for a quick follower feedback. 

VII. How A Technical Producer Will Take Your Event To The Next Level
16. Add a technical producer to your event planning team. Consider someone on your team with the technical aspects of the event in mind and stay up to date with new capabilities.
17. Find a technical producer who can take on all areas within your tech needs . A team that understands how sound works, how lights work, how computers work, how apps work, necessary equipment etc...

VIII. How to Leverage Technology in Your Event Marketing Plan
18. Create an event website and landing pages. Create speaker web page to showcase your lineup and attract attendees. Check out IDloom.com
19. Consider gamification such as leadership boards contest, scavenger hunts, tally points to encourage attendees to participate in events.

Which one is your favorite? Let us know in the comment.
Follow us on social media to keep up to date with MNE819.

Want to know what I do INSTEAD of a "routine"?

4. Make My To-Do list THEN my Priority List
I separate these two lists, because in reality my "to-do" list is a wish-list of endless tasks, and my "priority list" is my actual "WANT TO and WILL DO" list. Everything on the "to-do" list is worth being on there, but before it goes on my priority list I ask - does this have to get done NOW, does it have to be completed by me, or can I delegate? When does it have to get done? Today, this week, next week, this month - or later?

5. Have my RocketBook Handy at All Times to Write Things Down
?http://bit.ly/RocketBookMnM 
I find my thoughts that come throughout the day need to be written down so they're off my mind and I can stay on track then revisit when I'm ready to "switch gears". RocketBook is a combination of writing on paper that can be reused like a whiteboard and filing electronically - to several different destinations such as email, google drive, dropbox, etc...

6. Celebrate Accomplishments - Delegate What I'm Not Getting Done
?http://bit.ly/MarketingApprenticeMNE
This took me some time to determine what I keep on my plate vs. what I delegate out to optimize efficiency and effectiveness but also prevent burnout. I have a VA and I absolutely love the apprenticeship program with Acadium for my marketing tasks. Interview and bring on a virtual marketing apprentice every 90days for up to 10 hours a week- that's 40hours/month that is delegated out that no longer is on my task list To-Do just to approve... yes please!

7. Personal Development & Continue to Learn - but WAIT!
Turn down the noise. Results come from converting information into transformation. That means taking the "what to and how to" into "want to and will do"... prioritize to optimize to do this.

I limit who I decide to get my information from as we're in a world of "info-preneurs" and endless amount of information available. I decide to absorb my information from audibles I have pre-selected, vetted out coaches or mentors I've either met in person at events or personally networked with and witness them take action and provide results, and limit myself from "regurgitated" material.

Secondly, when I do take the time to work on an area of focus I take all my notes (in my rocketbook), but prioritize only 1 or 2 tactical action steps I can implement right away. This is how I also work my own material outlined in my Trade Show ROI Accelerator Program. It's so much information, so I advise to not only learn the "what and the how", but then prioritize your "WANT TO and WILL DO".
?MasterClass 'n' Execution Community with Michelle Nicole McNabb ​

In a podcast collaboration with Sarah Gretzinger of BMore, we deep dived into how you can maximize your events and productivity to optimize event results. So, we’ll go through the topics we discussed and then we’ll deep dive into each of them:

• Common Misconception About Events
• Event Planning Goes Beyond Logistics
• 4 Mistakes People Do When Using Events as a Marketing Platform
• Asana Can Increase Your Productivity 

Listen to the full episode here, or continue reading for show notes:

I work from home 85% of the time with the exception when I travel and get the opportunity to work in person with my clients at their Trade Shows and exhibit style events! My "VP of Operations" is our doberman Ares and he sometimes makes a guest appearance, but no two-legged children yet. Point being - as an extrovert, I don't necessarily have a work environment that fulfills my "extrovert-ness" on a day to day basis... so why not create one? 

Through my years, I've connected with other business owners world-wide (during their regular work day), or other night-owl entrepreneurs. So here I am, whether people join me or not. 

I have NO IDEA what inspired (or should I say possessed me) to stream my late night work, sometimes getting "shiny syndrome" - (also, probably un-diagnosed ADD), singing to my "get-pumped up station" at 3:02AM. The MORNING PEOPLE mistake me for one of "them" when 5:30AM comes around and my husband kisses me good-bye for work... in reality i'm just So0o0o dedicated as a Night Owl that I commit the whole night sometimes....

Now that I'm typing this out I realized, I leave for LA tomorrow for a client, and did a total touristy thing to do! I signed up for tickets to movie premieres, The Kelly Clarkson Show, and Jimmy Fallon BUT it crossed my mind that wait a minute... there isn't a late night entrepreneur show. Not that this by any means is an official show--- that's what the Marketing 'n' Events Show is for... 

Anyway, business owners of course put their high-light reel and "guru" videos out there for all to see but I've always loved sharing more about my entrepreneur JOURNEY! This segment isn't for my clients, my potential leads or to generate followers or aligned strategy partners - so what's the point?? 

Fulfillment! Because I want to do it. But really, going back to my Wedding Planning days... I absolutely loved being a guest at a wedding and be able to ENJOY the day - without being the one to have a purpose to coordinate.  The same reason I have use Instagram Stories to vlog and TikTok is to have my creative outlet - a without a need for every single platform to serve any sort of ROI or brilliant strategic plan behind it. 

So this probably won't have any distinct format and doesn't event necessarily have any other purpose... but so what!...  Join me in the comments, come say hi. Tell me what you're up to, what projects you're working on... sing with me (yes sometimes on repeat), and come and go as you please. 

Masterminds 'n' Events Segment where we have a conversation with Alex Agresta

• Events have been around since the beginning of human nature to deliver a message to the masses
  
• It's in our nature to crave the human to human connection
• Events drive people to impact into action - In a world of over automation... you cannot replace human connection - Kelly Roach
• Leveraging both digital and in person tactics to expand reach
• Spark - Scalability - Sustainability | Purpose - People - Profit
• There's a lot more to offer in the back end gain than only focusing on "the stage" and front end gain
• Identify what part of the customer journey is "The Event" - is it the end game or a touch point to continue the conversation
• Turning inspiration inside the room into transformation outside of the room
• Are you getting paid TO speak, or paid BECAUSE you speak
• You only speak for free when there's no plan to convert into value
• Using events as a marketing campaign and sales platform can expedite the customer journey when done effectively
• Event fulfillment goes beyond the wallet and cash flow - 7 C's of Event ROI: http://bit.ly/34xoPZw

3 First Tactical Steps from Alex Where to Begin if You Are New to Live Events

1. Upload your cover and profile image that is a true representation of YOU
2. Update your bio to let people know you use speaking or events to
3. Research for 1 hour a day on platforms such as Speaker Hub and Eventbrite to outreach to event organizers and ask how you can contribute

How to Find Alex:

• https://www.facebook.com/groups/themainstageforspeakers/
• https://www.alexandriaagresta.com/

I normally post event marketing tactics or strategies and educational related BLAH BLAH BLAH - and let me guess... before you even care to finish that sentence you're thinking "cool, you've been in events and marketing for 10 years and know a thing or two... Whipty do!" 

Have you already seen different posts related to "2020 Marketing Trends" or "Focus on your 2020 Vision with These Tactics That Work"? I'm not here to give a list of trends that could potential be used to craft your strategy, or discredit tactics other than events. In fact, a combination of tactics that is customized to your objectives that align with your brand effective strategy. The tricky part isn't knowing the trends and tactics. It's determining which of those tactics align with your objectives then crafting a plan how they can be delivered, executed and integrated together.

I'm sharing this particular post and video to emphasize how events differ from other platforms because they go beyond typical strategies that work for: digital, print, PR, social media, advertising, webinars etc...
​

It's not a secret that people are more likely to move forward with a business transaction with those they know, like and trust.

Using events to leverage business involves more than marketing and textbooks tactics by adding the complexity of people interaction. Rather than relying on an automated campaign or advertising alone, event marketing can be extremely effective and efficient when integrated with these traditional and digital strategies. 

The human connection and multi-layered campaigns are what drives my passion to help companies optimize their event campaigns beyond the logistics and whatever "2020 marketing trends" come next.

Not sure what events to consider? Don't know if you really need a customized strategy or know if it's worth adding events to your 2020 plan?

Tell me more about your 2020 objectives to see if event marketing align with your goals: 

Subscribe and Join on You Tuesdays at 1PM EST on YouTube

​Why network marketing & direct sales aren't so bad --- Not to be confused with... poor unauthentic intentions of outreach and nurturing.
Talking Points:

1. Using network marketing as a marketing tactic VS. Business Model (This ISN'T what makes it messy)

2. High-level difference of marketing vs. sales process. How they work together but how they ARE different

3. Where it DOES get messy - regardless of business model, industry, product/service (I've ran a marketing department of a multi-million dollar division to my own solo-preneur business to small business campaigns and mid-level agencies) --- These are fundamentals across all platforms

Action Steps to Minimize the Messiness:
1. Know WHO You're Talking To - BEYOND their first name and who they are in relation to your business

2. Identify Ideal Connections & How They Identify Themselves: "All moms, or any woman who has skin, or business owners" IS a target, but the more you can segment your IDEAL connection the more clear your messaging can be and can see how your products/services ALIGN with theirs.
PS: NOT all connections are prospective clients and treating them as such is not only missing out on revenue but opportunities to leverage new networks

3. BE AUTHENTIC WITH YOUR INTENTION Do I need to say it louder?! I'm not saying what everyone else is saying "Be You", show your authentic self - blah blah blah.

I mean be true to the intention of your connection - regardless if it's a sales or marketing conversation or *gasp* a conversation just for the sake of connecting THIS is what people see right through!

Human to human connection is important and that's a whole other post - however misusing a sales conversation or marketing conversation is not only confusing but where things get messy.
There is a time and place for all these conversations but first identifying who it is you're talking to and with staying true to the intention of your conversation is what makes it genuine.
​
Don't miss out on these Networking Webinars with Ashley O of Ashley Assists, LLC and Sara Rosenberg of The PowerMatch Online Mastermind Group in 2020 --- How to effectively leverage your network in your business: http://bit.ly/NetworkingWebinar2020

​​• Coffee/Tea Station- The conference coffee stops after breakfast and lunch...

No Email Required

We've talked before about our 7 C's to Event ROI... but what do we do with them?! Why are they important?!

Once you have a clear idea of what you want out of the event, you can better define your specific goals and steps you logistically need to take to achieve those goals.

1. Rank the 7 C’s to define event objectives
2. Use the 7 C’s to create specific goals around those objectives
3. Define clear ways how you’ll track your goals
4. Develop a marketing strategy using your objectives, goals and specific ways you'll track as your framework  - List out what logistically needs to happen and who will execute to achieve those specific goals.

✨ Cash Flow
✨ Community Connection
✨ Campaigns & Create Buzz
✨ Customer Experience & Journey
✨ Contributors & Supporters
✨ Credibility - Build Reputation
​✨ Conversion from outreach to sales

HOST: Jackie Kossoff
Click the Image to Listen

"My guest for this episode embodies the power of connecting with others and networking for success! Michelle Nicole is an Event Marketing Strategist with a gift for networking who has built her business through connecting with others and in turn helping them connect with their audiences.
Michelle shares her insights into the opportunities networking, partnerships, and collaborations bring to other entrepreneurs. We also talk about the evolution of the entrepreneur journey and geek out over events!" - Jackie Kossoff   

1. What are the 6 W's to Event Worthiness
2. What are the 7 C's and why to rank
3. Define you pre-during-post strategy customer journey 
4. How to make goals and a marketing strategy around objectives
5. Run a successful kickoff and planning meetings
6. What logistically needs to be done/who is needed for a successful event?
7. How to execute the 6 foundations: Strategy, Logistics, Outreach, Nurturing, Sales, Metrics
8. Join the community: http://bit.ly/MNEMasterCommunity & Take the Pre-Event Assessment: http://bit.ly/BridgeTheGapOptIn

YouPaired provides an easy-to-follow, step-by-step guide that will be pivotal in winning dollar value sponsorship.  Check the free event sponsorship handbook.

Purpose Pioneers LIVE ?
Episode 67. the Secret Sauce to Thriving Biz: Human Connection w/ Event Marketing Coach Michelle Nicole McNabb
We host the Purpose Pioneers LIVE show so we can champion and celebrate coaches who are on the front lines of transformation, because YOU MATTER. Your story matters. Your purpose matters. And we need you to stay committed to your badass biz.
Today we will be diving deep into the power of human connection in the digital world 
Welcome to the Purposphere ??
https://www.facebook.com/groups/thepurposphere/

In the world of events, everything can be perfect on paper during the planning process, but things will happen as they happen and it takes a different sort of skillset to handle on-site coordination. This has helped me even in my day to day life to practice channeling my nerves into positive energy to avoid excitement to progress into stress or anxiety. I'm not perfect, and we all overcome these feelings differently, so I can only speak to my experience and works for me. I'd love to hear what works for you!

When you’re blessed with the opportunity to speak in front of a room of prospective customers, it’s truly a gift. Unlike most other marketing activities, speaking is a wonderful way to gain exposure and almost ensure you’ll walk away from it with leads and opportunities for your business.

So when you do obtain your next speaking opportunity, how do you get the most out of it? Follow these tips.

Study The Audience Before Arriving
Most speakers have a “canned” presentation that can be used over and over again. Sure you might ​

​Event Planning Takes Preparation, Strategy, And Most Importantly, Attention To Detail. Managing Every Aspect Of These Stages Requires A Great Leader! From Coordinating Agenda Meetings To Evaluating Goal Achievement And Event Success, A Leader Must Know How To Create A One-Of-A-Kind Event Catered To Their Ideal Audience.  Learn How You Can Become A Better Event Leader By Checking Out The Resources Listed Below!
. . .
Featured Articles:
- How To Construct A Killer Meeting Agenda That Is Simple And Effective | LifeHack.org 
- The Marketing Leader’s Roadmap To Live Events  |  Bizzabo.com
- If Networking Isn’t Working For You, You’re Doing It Wrong | PowerMatchOnline.com
- 4 Things Planners Fail To Do After An Event And How To Fix |  Bizzabo.com
- The CMOs Guide To Account Based Event Marketing  |  Bizzabo.com
- How Modern Event Professionals Can Measure And Create Attendee Satisfaction |  Bizzabo.com
- Event Heroes: How To Curate A VIP Experience  |  Bizzabo.com
- A FREE Guide To Event Management Terms |  Bizzabo.com
. . .
Be sure to SUBSCRIBE to get EXCLUSIVE access to the LATEST Tips, HOTTEST Trends, & MORE in our Series “Masterminds ‘n’ Events Chronicles: Event Planning Beyond Logistics”
Click that Link in the BIO to Learn More About How To Lead A Successful Event!
. . .
To Learn More, Be Sure to Catch us WEEKLY on FACEBOOK LIVE!
Follow & Like Us on FACEBOOK! Emenee Marketing ‘n’ Events @marketingNevents
#mastermindsNevents #BeAMastermind #marketingNevents

​Warren Bennis says “Leadership is the capacity to translate vision into reality.” An effective Leader promotes a clear vision and delegation throughout the event planning process. Follow these simple Highlights directly from the “Masterminds ‘n’ Events Chronicles: Event Planning Beyond the Logistics” and become the best Leader, today!
. . .
Overview
✧To be a Good Leader, You must first be a Great Follower! Embrace learning from other leaders who have paved the way.
✧Being a Good Leader is also knowing when to seek help. Delegate, Involve other perspectives, know the difference between a “Boss” and a Leader!
✧Effectively Communicate; this is a weakness, educate yourself on how to communicate better. Even the best of leaders should admit their faults.

-Strategy
✧ Create an organized structure for EVERY type of Meeting.
✧ Be Proactive when designing a clear and focused agenda.

-Logistics
✧ Take advantage of how beneficial Live Events are!
✧ Live Events aren’t only for Your Audience; Use them internally as well!

-Networking & Outreach
✧Don’t network selfishly; Network with the intention to give back.
✧ Building relationships is the greatest investment Leaders can make! Psst… It’s also FREE!

-Nurture & Cultivation
✧Extend the lifecycle of your event by repurposing and “post-promoting” Content
✧ Survey Your Audience After Your Event; Get Feedback!

-Sales & ROI
✧ Account-Based Marketing encourages Leaders to be more Sales-oriented and Efficient!
✧ Merging ABM and Event Marketing will catapult Successful Results!

-Metrics
✧ Invest in measureable tools. Don’t be afraid of NEW technology!
✧ Use mobile event apps to engage with event goers!

-Tools & Resources
✧Using innovative technologies not only streamlines processes, but also creates a better experience for your attendees!
✧ Create an experience where they get more than they signed up for.
​
-Event Participation
✧ Know your Event Planning Terminology!
✧Be Ahead of the curve; Get familiar with current Event Planning Concepts.
. . .
Be sure to SUBSCRIBE to get EXCLUSIVE access to the LATEST Tips, HOTTEST Trends, & MORE in our Series “Masterminds ‘n’ Events Chronicles: Event Planning Beyond Logistics”

. . .
To Learn More, Be Sure to Catch us on FACEBOOK LIVE!
Follow & Like Us on FACEBOOK! Emenee Marketing ‘n’ Events @marketingNevents

I'm not a morning person, so my energy and motivation doesn't come immediately when I wake up. Being an entrepreneur, a constant reminder that it really is up to me to unleash my own potential is what drives me to stand out and be fabulous!

✨Be silly, be honest, be kind - Ralph Waldo Emerson
✨ Character is how you treat others who can do nothing for you...

​"Before any business relationship begins, there is NO relationship. Seems simple right? That's exactly why we must understand cold calling. Before business relationships begin in outbound marketing, there is the cold call -- That awkward, uncomfortable, odd conversation when trying to make an introduction. How do we just get on with it and to the point? By understanding the point: to BUILD TRUST." - Watch and read the full blog for more