Creating Sales-Driven Marketing Events 1 T A H S A A N N U A L M E E T I N G A N D T R A D E S H O W S E S S I O N 2 F M A Y 2 3, 2 : 0 0 4 : 0 0 P M R E T I R I N G B Y D E S I G N W W W. R E T I R I N G B Y D E S I G N. C O M
Goals 2 Be able to develop an annual strategy of event planning Learn compelling ways to promote events Event execution: understand how to handle leads prior to and during the event Receive creative and effective event ideas
Develop an Annual Strategy 4 J A N U A R Y 2 0 1 1 TO D E C E M B E R 2 0 1 1 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Annual Strategy 5 Determine strategy for the entire year Discuss quarterly or semiannually Determine why something did or did not work Determine: 1) How many events 2) Intended audience (goal of the event) and size 3) Topics don t determine topics first
Lead Generation vs. Sales-Conversion 6 Three types of events: 1. Lead generation 2. Sales conversion 3. Hybrid of lead generation and sales conversion
Lead Generation Events 7 The goal is to drive a large number of people into community The event should generate new leads and new exposure to the community These events are typically 50 or more people Includes social events and educational events for the public, social/networking or educational (CEU s) events geared toward referral sources, or any event with the primary goal of generating leads
Example Lead Generation Event 8 Taste of Life/Demo Days
Sales Conversion Events 9 Smaller more intimate events Existing leads in lead base These events could be as few as 5 to as many as 35 people Geared toward moving the existing leads closer to making a decision Moving prospects through the sales process from cold to warm warm to hot hot to deposit
Example Sales Conversion Event 10 Progressive Dinner
Hybrid Lead Generation/Sales Event A hybrid event acts to both generate new leads and to move existing prospects from one level to the next. Promotion to the existing lead base as well as a purchased (external) list Needs to be both a low barrier of entry but indepth enough about the community to communicate benefits The number of attendees would typically be between 20 and 50 people 11
Senior University Example Hybrid Event 12
Compelling Ways to Promote Events 13
Components of Successful Promotion 14 Decide how you want to promote the event Market Methods What works for you? Compelling with appropriate messaging and various response vehicles
How to Promote the Event 15 Market Direct Mail To the lead base only? To a purchased list? Methods Supported by print advertising? Qualified and unqualified prospects E-mail campaign/web campaign? Banner ads? Landing pages? Referral event supported by outreach only?
E Newsletter and Landing Page 16
Messaging and Response Vehicles 17 The message should be compelling to the market Short, clear, concise Action driven Not condescending Accurate to expectations
Messaging and Response Vehicles 18 Direct Mail Include a business reply card Have an RSVP by date Is it an event-only piece or does it promote key selling point? Examples
Event Execution 19
Three Keys to Successful Execution 20 1. Handling RSVPs 2. Identifying and Qualifying (Hot, Warm, Cold) 3. Maximizing face time
Handling RSVPs 21 How does your team handle RSVPs? Receptionist takes the name and number/information Someone in the sales office takes the name and number/information Someone in the sales office not only takes the information but also performs discovery prior to the event to determine interest level, hot buttons, objections, etc.
Identifying and Qualifying 22 Thorough discovery prior to event Color coding name tags Everyone in your community should be aware of hot leads and how to interact with them Schedule personal tours prior or immediately following events
Maximizing Face Time 23 Face time allows selling to occur Touring and staff communication during the event focus on sales versus mingling Set up a registration table for larger events Or, for larger events, set up booth with banner ups and brochures (similar to Expo events) Staff with a minimum of two people
Other Event Tips 24 Prepare an event checklist Count buying units when looking at the number of people attending Call 2 days in advance to confirm RSVP Data entry into leadbase THAT day before you leave while fresh in your head Follow up
Post Event Analysis Measuring Success 25 How many new leads were generated? How many existing leads showed renewed interest? How many initial tours from existing leads? How many retours? Leads without communication in last 6 months? One year? How many deposits/move-ins?
Top 6 Most Successful Events 26 1. Lead generators a. Lunch and Learn informational session series Tends to generate more qualified leads than educational types of events; inform prospects about the benefits of the community; have 2-3 luncheons in each market area b. Home and Garden Tour Showcasing the activity and vitality of the population as well as the physical residences
Top 6 Most Successful Events 27 2. Sales Conversion a. Resident Panel Smaller, intimate event where warm and hot prospects interact one-on-one with residents b. Invite 10 to 15 hot/warm prospects to the next resident outing (symphony, jazz festival, play, trip into a city, etc) and have marketing pay for the costs
Top 6 Most Successful Events 28 3. Hybrid Events a. Resident Housewarming Parties New residents hold small, intimate events that bring in qualified leads with an existing connection to the community b. Wellness event focused on one of the six dimensions of wellness (lead generation and warming up existing leads) Example: The Role of Angels in Different Religions (spiritual wellness)
Thank You! 29 K R I S T I N K U T A C W A R D L A U R E N M E S S M E R R E T I R I N G B Y D E S I G N W W W. R E T I R I N G B Y D E S I G N. C O M T A H S A A N N U A L M E E T I N G A N D T R A D E S H O W M O N D A Y, M A Y 2 3