Here's a question that I usually get - “Can I have this event in (this) time frame?”
The quick answer is:
Absolutely! Just send the invites and pull out a couple of chairs (or log online and go on air) "Logistically", or should I say "technically" you have an event - if only it were actually that easy. Truth be told, that probably isn’t exactly what you had in mind and certainly not in a way that the results could be optimized.
Without breaking down what goes into each of the 6 foundations on this post I'll at least simplify for now! I follow this process before, during, and after each event campaign and how to implement:
What makes this neat is that even though the process is the same and can be duplicated, every event campaign is still unique based on the execution of each stage!
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.
Why is my outreach process not getting me anywhere?
My clients have asked me this, wondering how to get their awesome content in front of the right people. Maybe you’re stuck on how to find an audience. Maybe you already have a following but you don’t know how to stir up engagement. Maybe your following is nothing at all your target audience and you have no idea how to tweak your strategy. Whatever the issue, check out these 7 tips to improve your outreach efforts and secure dedicated followers.
Connect with me on social media for more event marketing and entrepreneur resources:
Why network marketing & direct sales aren't so bad --- Not to be confused with... poor unauthentic intentions of outreach and nurturing.
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
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
Event Outreach & Networking