Bring order to the chaos. (Especially at the event.) AN EVENT OVERVIEW 1
ABOUT BURNS MARKETING We’ve provided internal and external event support for companies like Cognizant, Lifesize, and HP. And we’ve handled just about every conceivable task, from the highest-level strategy to the nitty-gritty of email list management, setup, and staffing. These companies return to us because we beat their expectations – and they regularly exceed their event ROI goals. Event management isn’t an accidental specialty for us. For 45 years, Burns Marketing has solved our clients’ problems with a mix of creative ambition and ruthless practicality. Where other agencies might lunge after accolades, we’re in the trenches with our clients, where we belong. Our team’s expertise is as wide as it is deep, and we treat every client like they’re our only one. 2
Events overview
We don’t need to lecture you about order and chaos, but let’s be real: events can be difficult to manage. You know it takes coordinated effort, vision, and a lot of hard work – but the payoff can be remarkable. We’ll help you make the most of your (substantial) tradeshow, conference, and other event investments. If you’re like many technology companies, you’re hanging great hopes on your ability to attract, engage, and even convert on site. Fortunately, you have a compelling case to make to potential clients. There is productive urgency in your mission of providing governance, riskmanagement, and compliance solutions for enterprises; you just need to put the right foot forward while you’ve got this amazing in-person chance. This overview shows you how we might do it together. 4
Preshow approach
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Show approach
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Post-show approach
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Event management
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Preshow approach
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Preshow approach The show doesn’t start when you walk onsite. It begins months earlier.
Your event presence is amplified when your leads aren’t flying blind. A solid preshow strategy can ensure that they arrive primed and ready for your brand and your offerings – and that they’re equipped to make the right decisions in a dizzying field of exhibitors. Plus, this content can be great for your digital visibility, driving up your organic search performance. However, what might seem invisible (if you do it right) to your in-person and digital contacts takes great forethought, alignment, and execution.
WHERE WE HELP + Planning and promotion - List evaluation and procurement - Invitations - Email - Social media - Direct mail - Paid search - Registration + Thought leadership - Blogs - Content development
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Events overview
Social media planning: The best social media campaigns are meticulously planned – from content development to timing and integration across platforms and campaign stages. As much as we all dream of quick viral successes, the real social media experts focus more on long-term organization than spur-of-themoment wit.
Emails / landing pages: Email is still the business medium of marketing – but you have to cut through the chaff to be seen. Any email campaign will fizzle if it’s not compelling and well-integrated. However, when users navigate among well-orchestrated emails, landing pages, and other assets, conversion isn’t so much of a hurdle.
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Invitations and direct mailers: In the last 10 years, print publications “died” just enough to become wonderfully distinctive. Direct mail has never been so impactful and unique – whether it’s a striking 3D piece with an enticing giveaway (Cognizant magic 8 ball) or a clever fold-out (wanted poster). Likewise, digital invitations need to convey authority and intrigue.
Don’t spend Monday night in a stuffy hotel room. Get out and experience the best of Denver. Join THIS TECHNOLOGY and your fellow SCTE 2014 attendees for a night you won’t soon forget.
Make plans to see Denver like you’ve never seen it before. Register now to attend
Artisan beers and whisky.
Monday, September 22
Culinary indulgences.
8 – 11 p.m.
Vibrant entertainment.
Denver Union Station 1701 Wynkoop Street Denver, CO 80202
And an incredible energy you can’t find in a lame hotel bar.
Register now Declare an end to boredom – and second-rate advertising solutions. Let us show you how you can definitively control content and advertising availability with our flexible solutions. Schedule a live demo and watch where we can take TV. Everywhere. Contact Jennifer at Jennifer.rosemann@thistech.com
You’re invited to a Printing and Personal Systems executive briefing Welcome to a new HP! New vision. New leadership. New products. HP now has the heart and energy of a startup and the brains and muscle of a Fortune 100 corporation, giving us the focus, investment, and acceleration in the personal systems and print categories to help you win. Join HP for an executive briefing followed by Topgolf on Wednesday, September 14 in Tampa. Hear our vision, talk with product experts, and see how our updated products can help transform your business. Spots are limited. Register now. Note: Invitations are not transferrable.
Agenda 1:00 p.m. – 1:30 p.m.
Arrival & Registration
1:30 p.m. – 2:30 p.m.
Personal systems portfolio–mobility & desktops
2:30 p.m. – 2:45 p.m.
Break
2:45 p.m. – 3:45 p.m.
Print portfolio–managed print services (MPS), print security, supplies
When and where
3:45 p.m. – 4:30 p.m.
Business workstations–desktop, mobile, Sprout
Wednesday, September 14 1:00 p.m. – 9:00 p.m.
4:30 p.m. – 9:00 p.m.
Topgolf
Parking Mention that you are attending the HP meeting for complimentary valet service.
Customer Briefing Topgolf meeting room: Signature Room 10690 Palm River Rd. Tampa, FL 33619
Directions From the north: • Take I-75 South to exit 257 toward Brandon. • Merge onto E. Adamo Dr./FL-60 toward Tampa/HCC Campus. • Turn left on S. Falkenburg Rd., then right on Palm River Rd. Topgolf will be on the left.
From the south: • Take I-75 North. • Merge onto US-301 N/US Highway 301 S via exit 254. • Turn right on S. Falkenburg Rd., then right on Palm River Rd. Topgolf will be on the left.
© Copyright 2016 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. If you are a public sector employee, it is critical that you verify the ethics code, laws and/or regulations that govern your ability to accept items of value from companies with which you conduct business. Please obtain the necessary approval from your organization before accepting any item of value from HP.
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Events overview
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Show approach
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Show approach The rubber meets the road. Now isn’t the time to wing it.
A well-orchestrated event presence is a marketing message in itself. At a show, a passerby can instantly recognize who’s prepared and who’s not – and they will make judgments about your company accordingly. Be the one that raises eyebrows.
It’s not just about table drapes and takeaways, either. By conveying solidity in your presentation and clarity in your message, you can reach people you never thought you would. And by using the event as a chance to generate relevant content (through interview videos and blog posts, for example), you can strengthen your long-term SEO performance.
WHERE WE HELP ++Booth presence -- Booth design and messaging
-- Room drops
-- Signage
-- Bag stuffers
-- Sales team attire, swag, talking points
-- Giveaways
++Collateral -- Handouts -- Brochures -- Content development ++Eye candy -- Expert interviews and other videos -- Apps -- Interactive elements
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++Traffic builders
Events overview
-- Booth activities -- Guerilla tactics -- Social media ++Event in an event -- Cocktail parties -- Onsite activities -- Networking events -- Sponsorships -- Speaking sessions
Booth design: From materials and design to theming and giveaways, today’s tradeshow booths and other ad hoc spaces are downright luxurious. But they still need to be purposeful. You’re asking visitors to have important conversations and give you valuable time, so the best designs are grounded in solid brand strategy.
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Lifesize – Love your meetings: Here’s a campaign that had people swooning. Lifesize, a leading videoconferencing company, asked its audience of technology resellers to “Love your meetings” – and join them on one to learn more. We targeted a firm based in Chicago and tickled them with a locally relevant theme. Even a Harry Caray impersonator called in.
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Events overview
Good food. Great views. Guaranteed storage performance.
etter sit down for this one...
Psst.
delivers VMware now delivers Know what’s storage guaranteed storage going on at performance.
the W?
Learn more at the SolidFire Lounge in the W Hotel. Hotel. • See VMware allocate, manage, and guarantee storage performance • Get your hands on the SF9010 — the largest and fastest all-SSD storage system system • Meet with SolidFire executives and engineers • Relax, connect, and enjoy some “un-conference food” Just step across the street to the W Hotel, see the SolidFire Concierge in the lobby (red shirt), and they will take it from there. Open 9am - 6pm.
solidfire.com/lounge
Unwind with SolidFire at VMworld. Scan your badge to receive your exclusive access pass to the SolidFire Lounge. August 26-28, 2013 Extreme WOW Suite W Hotel Join us for a beer tasting at ThirstyBear Brewery. Monday, August 26, 5:00 p.m. - 8:00 p.m.
Learn more at the SolidFire Lounge in the W Hotel. the W Hotel. • See VMware allocate, manage, and guarantee storage performance performance Learn more at the SolidFire Lounge in the W Hotel. • Get your hands on the SF9010 — the largest and fastest all-SSD storage system all-SSD storage system • Meet with SolidFire executives and engineers • Relax, connect, and enjoy some “un-conference food” • See VMware allocate, manage, and guarantee storage performance Just step across the street to the W Hotel, see the SolidFire Concierge • Get your hands on the SF9010 — the largest and fastest all-SSD storage system in the lobby (red shirt), and they will take it from there. Open 9am - 6pm. • Meet with SolidFire executives and engineers • Relax, connect, and enjoy some “un-conference food” solidfire.com/lounge
Just step across the street to the W Hotel, see the SolidFire Concierge in the lobby (red shirt), and they will take it from there. Open 9am - 6pm.
www.solidfire.com
solidfire.com/lounge
Onsite sponsorship: Taking the lead on an in-show special event can be lucrative, but you have to give people great reasons to show up. A full-court press of themed communications can entice and reward attendees – and thrust your brand ahead of the competition.
Traffic builders: There’s no more obvious goal at an event than stimulating conversations with warm bodies. Room drops can tug them your way – such as this tiger that showed up in people’s Las Vegas hotel rooms shortly after the release of the movie “The Hangover.” (Get it?) Similarly, augmented-reality technologies can use image recognition to overlay animations, video, and other media on visitors’ phones when they stop by.
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Post-show approach
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Post-show approach It’s not enough to shake some hands. Nurture matters. Your event follow-up will determine the ROI for the entire venture. No pressure.
By nurturing your leads well, you’ll set yourself apart from all the other companies vying for their attention (and dollars). The follow-through is one of the most neglected parts of any event, so this is your chance to stand out and convert.
And don’t forget to take care of yourself. Learning from your experience at shows will inform your strategy for next time – further improving your team’s performance and your reach among your desired audiences. So take the time and mental energy to catalog those lessons as you learn them. (We can help you do that, too.)
WHERE WE HELP + Nurture campaigns - Email - Social media, speaker/attendee sharing on social channels - Direct mail - Event video/coverage dissemination + Delivery and follow-up - Prize distribution - Personal follow-up - Internal strategy review/assessment
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Events overview
Nurture campaigns: When the event is over, people go back to real life. And they forget about you. That is, unless you keep in touch with well-orchestrated nurture contacts – offering value, reminding them of your relevance, and – above all – building an authentic relationship that might have begun with 30 seconds at a booth.
EVENT
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Delivery and follow-up: Conversations at events usually involve an implicit or explicit promise – so you’ve got to deliver the goods afterward (exceeding expectations is best). Sometimes these are literal goods – here, for example, Lifesize reminded people that they deserved “a seat at the meeting.” Later they gave them Chicago Cubs tickets. Hard to forget those deliverables.
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Event management
Event management Declutter your mind and leave the details to us – so you can do your job onsite.
An event is a peculiar beast. You know this. Unfortunately, it’s easy to get bogged down by the minutiae – renting equipment, working with the host venue, getting the printing done and delivered. And it doesn’t get any better once your plane lands. You still need to know where the prizes are, who’s doing what at the booth, where things need to be set up, who’s going to record the video and send out the tweets, and so much more. Dazed yet? Hand all of those things off and breathe easy.
WHERE WE HELP + End-to-end management
+ Assessments and strategy
- Strategy and prioritizing
- Collateral and materials
- Event ROI and takeaways
- Vendor, creative services, and venue communications
- Creative services, printing, and shipping
- Future planning and implementation
- Personnel assignments and roles
- Setup/tear-down, booth support staff
- Media coverage
- Filming/photography
- Vendor selection and negotiation
- Interviews (for future content and persona development)
- Entertainment and activity planning - Audiovisual - Food/beverage and lodging planning
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+ Onsite support
Events overview
- Social media support
Next steps This overview is just the start. If we’ve whet your appetite for the best event you’ll ever have, let’s talk about strategy. We can give your event a strategic backbone. You will be better off for it. OUR PROCESS We’ll handle as much of this as you want to ensure that you come out ahead. We start with strategy: + Event concept, theming, and planning + Tactics and deliverables + Measurement and assessment But we’ll follow your lead. It would be our pleasure to continue this conversation and help you propel to new heights.
Your personal contact at Burns Marketing: Jess Osborn Senior Account Manager 970.776.1796 jessicao@burnsmarketing.com
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You know order and alignment when you see them. It’s your job. Our job is to make sure you benefit from those same ideals. Let’s win an event together. jessicao@burnsmarketing.com | 970.776.1796
BurnsMarketing.com Š 2016 Burns Marketing
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Events overview