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
When people hear the word events, usually, the first thing that comes to mind is birthdays or weddings. And usually, we think event planning is all about the logistics like who needs to be where and when and what needs to be where and how. This is what I call logistical event planning. Event success goes beyond the logistics - beyond the who, where, when, and how. There are also many other reasons to why use events as a platform and not just for birthday parties or weddings.
A lot of companies use events as a marketing platform to physically connect with their target audience. In terms of event planning, the usual question that I get is, “Can I have this event in this time frame?” Absolutely! Just send the invites and pull out a couple of chairs. Logistically, you have an event BUT it isn’t going to optimize your event results. This is how my process is unique.
Event Planning Goes Beyond Logistics
Many companies use events and think that every event has the same planning execution requirements as other events and then end up wondering why they’re not getting their desired results or even say events don’t work. What many people fail to realize is that every event is different and therefore has a different execution process. For instance, if you are doing a networking event, you may have a different marketing, outreach, and nurturing processes than when your launching a product or sponsoring an exhibit booth.
My core is really helping people set the key foundations of events so they could optimize events results and convert marketing cost to Return on Investment (ROI). With key foundations, I mean Strategy, Logistics, Outreach, Nurturing, Sales, and Metrics. To use events as a platform and to optimize event results, it has to go through these six foundations.
The event planning process can be the same as what others are using BUT the execution process is what makes the difference. For instance, conferences go through the same event planning process but there’s a reason why your conference is going to be different and it’s because of how the planning process is executed and how the six foundations are being answered.
So, what makes my execution process unique? First and foremost, I always have an assessment to know where you are, where you want to go, and what you need to do to get there. And then we also need to re-assess in the middle to see what we might have missed. I have a free assessment that helped me and a lot of organizers to get a clear picture of where they are struggling in the event process. AND THEN you can start defining your intentions to why your doing the event in the first place. You can now dive into defining your objectives, ranking these objectives, and the goals you have for this event. When you understand your intentions then you can start mapping out the customer journey. I have a workbook on Creating an Event Marketing Strategy Blueprint that covers all these steps and I give it away for FREE. If you want to have a copy, feel free to leave comments or join my facebook group, Masterminds ‘n’ Events. That’s where you can get all the resources that will give you deep dive information about my planning execution process.
4 Mistakes People Do When Using Events as a Marketing Platform
Asana Can Increase Your Productivity
Asana is a project management tool that allows team members and clients to collaborate together. check out the video I made of the 5 Ways to Use Project Management System for Efficiency. You can organize different projects in different views depending on what works for or sort it out by projects, by status, and by clients. What also makes Asana a great platform to use for project management is that it allows you to put everything into one platform. You can keep track your team progress as it shows what and when things need to get done and who is responsible for it, and you can add attachment files to so everything is there.
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
HOST: Jackie Kossoff
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"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
watch full training for each step
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.
what are the 6 W's to event worthiness?
Full Facebook Live Training
Purpose Pioneers LIVE: Episode 67. the Secret Sauce to Thriving Biz: Human Connection w/ Event Marketing
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 ??
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!
. . .
✧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.
✧ Create an organized structure for EVERY type of Meeting.
✧ Be Proactive when designing a clear and focused agenda.
✧ 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!
✧ 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.
✧ 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
Event Outreach & Networking
1. EVENT STRATEGY
Your Guide to Planning Tech Meetups and Product Launches
Ronnie Higgins | Eventbrite Blog
2. EVENT LOGISTICS
How To Up Your Trade Show Game For Maximum Visibility And Impact
Tracey Piechocki | Illustrated Designs, Inc.
3. EVENT NETWORKING & OUTREACH
30 Second Success Live in 30! Ep 7 Networking Etiquette
Laura Templeton | 30 Second Success
4. EVENT NURTURING
What is Trade Show Marketing?
5. EVENT SALES & ROI
Networking Hack Networking Convos vs Sales Convos
PowerMatch | Ashley Assists
6. EVENT METRICS
Event Data: 3 Ways to Track What Really Matters
Myriam Dumortier | Klik
7. EVENT PARTICIPATION
How to Get Sponsors for Events in 14 Simple Steps
Jeff Kear | Planning Pod
8. EVENT TOOLS & RESOURCES
10 Game-Changing Online Event Registration Tools
Maria Waida | Bizzabo