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Work Smarter, Not Harder Webinar
- 1. Presented by: WORK SMARTER, NOT HARDER The secret to building a winning team and tech suite to effectively manage your events
- 2. OUR SPEAKERS Heather Meza Director of Marketing & Services Aaron Saxby VP of Sales & Marketing
- 3. What was the first video ever played on MTV? a) Start Me Up b) Video Killed the Radio Star c) Hungry Like the Wolf d) Money For Nothing e) Dancing In The Dark POLL
- 5. 5 EVENTS ARE HERE TO STAY Most companies run more than 1 webinar a month 50% B2B Marketers plan to spend 26% – 75% of their budget on events SOURCE: Chief Marketer *Those that IDC's CMO Advisory Service estimates have more than 50% of products and services revenue related to cloud, mobility, big data and analytics, and/or social business. SOURCE: ClickMeeting 61% of 3rd Platform* vendors list events as their #1 marketing program investment SOURCE: IDC © 2018 Crawford Group & Attendease. All Rights Reserved.
- 7. 7© 2018 Crawford Group & Attendease. All Rights Reserved. COMMON PROBLEMS DELIVERING EVENTS PEOPLE • You have a strategy and plan, but no people to help you execute. • The people you have are lacking critical event marketing expertise. • You can’t workload balance or scale to meet changing needs.
- 8. 8© 2018 Crawford Group & Attendease. All Rights Reserved. COMMON PROBLEMS DELIVERING EVENTS TECHNOLOGY • Lack of modern technologies to support event management. • Too many pieces of tech to cover all event needs. • Manual work, repetition of tasks, fixed amount of time. • Ability to scale on brand.
- 10. 10© 2018 Crawford Group & Attendease. All Rights Reserved. KNOW YOUR PEOPLE & TECHNOLOGY NEEDS QUESTIONS TO ASK YOURSELF: • How many and what types of events do I need to support? • Standalone? Events in a series? Webinars? In-Person? All of the above? • What are my communications and marketing campaign needs? • How and with what frequency will I communicate with attendees? • What kind of website do I need? • What are my data / analytics and reporting needs? • What special skills, technology, or expertise do I need help with? • What does success look like?
- 11. ADOBE’S APPROACH
- 12. Adobe Use Case – Crawford + AttendeaseSarah Ballard | Partner & Field Enablement, Adobe
- 13. Create awareness and education of Adobe’s key offerings to Adobe Partners through online events. Sessions focused on product, use cases, and industry positioning. BUSINESS USE CASE • Limited internal resources to execute • Lack of established channels to promote content • No online event management PROBLEM
- 14. Integrated Attendease into partner portal Program management by Crawford SOLUTION: ATTENDEASE + CRAWFORD • Allowed internal resources to focus on strategy & content production • Results: 75+ online events in FY17 – 62% YOY event increase • 31% increased attendance BENEFITS
- 16. 16© 2018 Crawford Group & Attendease. All Rights Reserved. APPROACHES TO BUILDING YOUR TEAM PARTNER WITH A VENDOR Fast, flexible, great for unique and hard-to-find resources1 DO YOUR OWN RECRUITING It’s free, but time-intensive. Greater control, but smaller talent pool 2 TRY A HYBRID APPROACH Direct-hire, contract-to-hire or a managed marketing services3
- 17. 17© 2018 Crawford Group & Attendease. All Rights Reserved. TYPES OF VENDORS FOR BUILDING YOUR TEAM Staffing Companies • Best for short-term assignments • Can be less expensive, but risky Marketing Agencies • Best for strategy and creative • Can be more costly for execution Workforce Solution Providers • Best for efficient, scalable execution and hybrid approaches • Can cost less than in-house or agency, but more than staffing STAFFING AGENCY WORKFORCE
- 18. 18© 2018 Crawford Group & Attendease. All Rights Reserved. BUILDING A TEAM BY YOURSELF DO’S: • Plan ahead and define the process up front • Be specific about soft / hard skill needs • Set a timeline for yourself and stick to it • Look in the right places / leverage social • Don’t judge a book by its cover • Don’t forget they are interviewing you • Don’t skip references • Don’t shy away from video DON’TS: Tips for recruiting the best event marketers
- 19. TRUE or FALSE? ”It’s more expensive to use a workforce service provider than to hire someone.” 19© 2018 Crawford Group & Attendease. All Rights Reserved. POLL
- 20. FALSE In fact, with the right vendor the opposite can be true. SOURCE: TopTal 20© 2018 Crawford Group & Attendease. All Rights Reserved.
- 21. 21© 2018 Crawford Group & Attendease. All Rights Reserved. FINDING THE RIGHT TOOLS • Creating an ecosystem/ technology stack - Website, Registration, Agenda Management, Speaker Management, Polls/Surveys and Q&A, Email Communication, Mobile App, Badge Printing, Event and Session Check in. • Assign tasks/ user permissions for team members
- 22. 22 BENEFITS • Save time (automation) • All information in one platform (+ integration possibilities) • Business Units • Member profiles (see the big picture) • Keep track of entire event lifecycle, from start to end
- 23. IN SUMMARY
- 24. 24© 2018 Crawford Group & Attendease. All Rights Reserved. STEPS TO SUCCESS ASSESS Document your needs and values. Being mediocre is not acceptable.1 VALIDATE Continuously evaluate and optimize. Tech moves fast. Avoid long term contracts.3 SELECT Explore and compare your choices. Be mindful of being current & efficient.2
- 25. Q & A
- 26. Email @Aaron@Attendease.com to take advantage of one of these two options: Do one event up to 500 attendees for flat fee of $1,500.00 by Dec 31, 2018 20% off any SMB, Pro, or Premium subscription if signed by June 30th, 2018
- 27. Follow Crawford Group on LinkedIn https://www.linkedin.com/company/crawford-group Help Friends Find Jobs! http://crawfordgroup.com/referral-program/
- 28. THANK YOU
Notas do Editor
- Hello everyone and welcome! Thank you for joining today's webinar: Work Smarter, Not Harder My name is Heather Canepa and I'll be your host for this session. Today's session is scheduled for approximately 45 minutes and is being recorded for future on demand viewing. During the presentation you may enter questions at any time in the Q&A pod on the left hand side of your screen. We will address your questions as we go along and also at the end as time permits. Our presenters today are: Aaron Saxby, VP of Sales & Marketing at Attendease and Heather Meza, Director of Marketing & Services at Crawford Group We also have a special guest from Adobe joining us, Sarah Ballard will be talking about how they have streamlined their Partner Program. At this time it is my pleasure to turn the floor over to Heather Meza!
- AARON’S BIO: Aaron is a client centric sales leader with over 15 years experience in the digital, mobile and event space. Aaron has worked alongside multiple Fortune 500 companies to launch event technology engagements for clients including Oracle, Visa, Walmart, AT&T, Deloitte, Pfizer, AIG and many others. Aaron’s expertise spans across sales and marketing, product development, partnerships, and operations. HEATHER’S BIO: Heather Meza LOVES marketing. She’s been balancing the art and science of marketing for over 25 years, working with companies like Cisco, IBM, Content Marketing Institute, and now she leads the marketing team for Crawford Group. Known for her energy and enthusiasm, Heather is an experienced trainer and public speaker who is passionate about helping and motivating her fellow marketers.
- The answer is B) for The Buggles
- CRAWFORD: In a recent Chief Marketer survey, two-thirds of the respondents (67%) said they planned to use 11% to 50% of their 2017 marketing budget on events, and half of respondents (50%) plan to use 26% to 75% on events. That is significant! ClickMeeting’s researched looked at online meetings worldwide and discovered that most companies do more than one webinar a month. And when DemandWave looked at content types, they found 50% of leads were generated by webinars (only white papers was higher). Live Marketing learned that 83% of brands say lead gen is their #1 reason for doing events. Average investment in events by tech companies has been increasing, not decreasing, over the past few years; as a percentage of all marketing programs investment, spending on events has grown from 19.6% in 2013 to 23.4% in 2016. Furthermore, in 2016, 61% of 3rd Platform vendors (those that IDC's CMO Advisory Service estimates have more than 50% of products and services revenue related to cloud, mobility, big data and analytics, and/or social business) have events as their number 1 marketing program investment category. While marketers are dashing to digital in nearly all of their other program investments, events remain a valued marketing strategy. Digital has not eliminated face-to-face events. SOURCE: https://www.martechadvisor.com/articles/interactive-marketing/the-oktoberfest-of-martech-how-to-plan-b2b-events-that-count/
- ATTENDEASE: Technology moves fast and with that comes change. The change we are seeing in the space today with how savvy event planners are approaching events is very different from even a few years ago. INSERT STORY ABOUT NOT USING SOMETHING OLD TO ACCOMPLISH SOMETHING. When approaching events today there are stark differences in the goals and desired outcomes for different kinds of event. Knowing the best and most efficient way to approach user conferences, webinars, training sessions, client events or internal meetings makes all the difference in creating a positive outcome for your attendees and the event team. Automation is also a big theme in 2018 and will be going forward. Why would you do the exact same thing over and over again wasting time when in todays event tech landscape their are ways to automate repetitive tasks that can save organizations and individuals several hours per week or hundreds of hours per month if considering a large team.
- CRAWFORD: Before you can start any endeavor, you need to be thoughtful about understanding what you really need. Ask yourself these important questions so that you can document your needs before you start working with anyone. Then take it one step further. Don’t just think about your needs, think about your VALUES too. You want to make sure that whoever you partner with can not only give you what you need, but shares your values in how the work gets done. ATTENDEASE: Standalone event vs event series? If series, what aspects will i need to repeat across all of them? What kind of website do I require? Multi page, story telling, video, robust, or single page, simple and clean. What am i trying to convey? What is my roll out strategy and go live date? Is there a way to enhance the message? What data do i need leading up to the event and post event? Do I need to track attendees and what they are doing at the event? How am I planning on communicating with attendees leading up to the event, during and after? How am I planning to deal with speakers, sponsors, exhibitors to capture their info or collect payment?
- Intro – How we’ve used Adobe+Crawford for partner enablement
- Problem – Had been using Crawford for years on project management Needed a solution to streamline online event management - Limited internal resources – a ton of content, channel not established to distribute
- Solution – Share how we work with Crawford I run strategy, content production in collaborating with PMMs Jeff builds registration pages, supports pre/post communications & reporting Allows us to scale a large program with two individuals Results Increased # of events @ scale Increased partner engagement Success - We’ve moved to other use cases with Crawford + Attendease – f2f event management Save time – automation Event lifecycle Efficiency How do we scale? With the right resources and technology.
- DO YOUR OWN --- Not usually a choice.
- ATTENDEASE: On the technology side the assessment of the event logistics and goals are super important before diving into to determine what tech needs to back this up. Currently meeting planners are using an array of different approaches and technologies. The average meeting planner uses 7 different pieces of technology for any given event. INSERT A STORY OR USE CASE SHOWING THIS. In the example of running a roadshow in 10 cities over the course of 2 months the technology choices here maybe vastly different from doing a standalone 3 day conference for 5000 people. Once the technology has been sorted its time to identify who is working in the tech and what they can actually do once they are there. Gone are the days where organizations need to give full access to a platform to any individual who may need to work within it. With todays newer technology comes robust user management and permission controls to ensure your event and your event data is safe a secure and only accessible to the people that need to be working on it. Having the ability to determine what an individual or a team of people can do in a platform is vital. If you are working with outside partners or people with very specific tasks they need to access their core responsibility and nothing else. Do your users currently have access to all events and capabilities? Being able to assign permissions by task keeps everyone on point and focused on their core responsibilities. Example of a granting permssions, then revoking when complete. Webites, registrations, agenda building, call for speakers, Emails, surveys, polling, badge printing, chat bots, apps, ect….
- ATTENDEASE: We talked briefly about the benefits of working with current technology and how implementing a different approach can have huge benefits. TELL THE STARBUCKS APP STORY. Benefits of taking a similar approach when planning an event are as follows: Time saving is one of the biggest. In a world where everyone is tasked with too much to fit into one day already who wouldnt like to get a few hours back each week? Automation is definitley the biggest saviour to event planners everywhere. Imagine trying to plan an event in 15 cities set to begin in one month. Creating 15 unique websites, schedules, reg forms etc. would traditionally take hours for each one even though the events are virtually identical. Then imagine for events 2-15 being able to click a couple buttons and have all of the other website created and populated with the right content. Your tasks no are making subtle content updates vs building 15 events from scratch. Going from 7 tools down to 2 or 1 keeps all the data in one location and allows for a very scalable and repeatable process for all users across the organization. Allowing for some of the other tools that may still be in use like crm, marketing automation, slack messenger, or badge printing to be integrated then gives your central platform super powers by being the conduit for all event related actions and the single source of truth. Being able to seamlessly run multiple events of all types through one platform is powerful but being able to segment these in a logical manner by business unit, region, event type is key to allow for efficiency, security, and for repeatable on brand experiences within the regions or business units. Attendees are the lifeblood or your event. One goal is to learn as much about these people as possible as well as giving them a positive experience when interacting with your brand. Giving attnedees an easy way to register for events is top of mind for every organization. One trend happening now is member profiles that allow companies the ability to fast track attendees through the registration process by not forcing them to answer questios they already provided the last time they registered for one of your events. Also the ability to see an attendee profile is also very powerful. To see an aggregated view of all the events, sessions, surveys people have participated in year over year can be very insightful.