Crawford Group, a marketing workforce solutions agency in partnership with Attendease, an event automation platform provider presents - Work Smarter, Not Harder webinar. The webinar explains how to build a winning marketing team and technology stack to effectively deliver your events.
Here’s what you’ll learn:
• How to assess your event marketing services needs
• How to select the right approach to build your team
• How to build a technology stack that works for you
• How Adobe streamlined their event management process
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
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
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
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/
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.