Syllabus de télémétrie 2011-2012 - Bertrand Prignion

1. Le plan marketing d'un événement
« comment dépasser l'éphémère et créer une relation à long
terme avec la cible d’annonceurs B2C & B2B »

2. Plan
• Module 1: Measure the key figures and draw the line
• Module 2: Profile and Meet the targets at the right time
with the right message
• Module 3: Boost the performances
thanks to the right technologies

3. Why
• Master the key datas of your future business
• Understand the challenges of your clients
• Create added values for your clients

4. How
• Intuitive: Follow your feelings
• Innovative: Develop Brand new concepts
• Interactive: Please ask me your questions

5. (retro-)planning
Event
avant pendant après

6. Module 1
Measure the key figures and draw the line
What can we rate?
Why?
How?
What is the ROI ?

7. Introduction
Create a strategy
Before going in the organisation of an event, we have to
define some objectives :
-the target we want to reach
-the message we want to deliver
-how we have to deliver it
But also the wanted results and the
impact you want to leave.

8. Communication Budget

Allocate
The COM ?
budget

9. Communication Budget
The most important thing is
to select the right target
in order to maximize the
numbers of sales.

10. Communication Budget
Top

Mid Allocate
The budget
to the right target
Low
Q1 Q2 Q3 Q4

11. Communication Budget
And good investments lead
to more money. And more
money = a bigger budget
that can be allowed to
events.

12. Communication Budget

Increase
the budget

13. What
Asking the right questions…
Before…
…during…
…after

14. Performance
Registration
Attendees Leads
Best case
Worst case
time
W-3
W
W -1
Action

15. Back to the choreography
Market
Company L
- Mr X Company L
- Mr Y
Extra Clients Company O
- Mr X
- Mr Y Company L
Database Company V …….. - Mr X
- Mr Z ……..
- Ms E
…….. „D‟ Day W or W+8weeks
W-3to6
W-6-20
Coverage% Hit % Show% Leads% Deals%
(pre-)Selection & Invitation Registration Participation New Sales

16. Exam

17. Results
35000 31750
29249
30000 26751
25000
20000
15000
10000
4818
3503 3414
5000
0
Invitations Registrations
2005 2006 2007
Hit % 11.03% 11.67 % 18.01%

18. Forecast your actions
Invitees
Current timing : Dday - 32
1400 Confirm NOW ! 1st forecasting
SMS push (300)
Registration based on previous
experiences
1200 GO ?
1000 Attendees
800
600 Re-launch Them !
Voice deposit (450)
400 Pro-active Advises
GO ? According previous
Experiences
200 on these contacts
behaviour
Timeline
Start D - 28 D - 21 D - 14 D-7 Dday
Invitees: 5000 Registration: 1200 Attendees: 1000

19. Break ?

20. But also at the beginning of
the work
How?
To attract people, it’s better to
find a unique location
take a top star
advance 1-2-1 approach
time
expose a strong and exclusive communication
propose exclusive items

21. What do we have to do?
1- reach quality and quantity objectives thanks to a
performable dashboard

22. What do we have to do?
2 – create an added value segmented by guests before,
during and after the event.

23. What do we have to do?
3 – profile and better know my customers.
And rate the degree of satisfaction,
the membership
and the emotion created during the campaign.

24. What do we have to do?
4 – create brand loyalty by speaking to clients
depending on theirs needs.

25. What do we have to do?
5 – justify events‟ investments.

26. What‟s that ROI?
In finance, return on investment
(ROI) is the ratio of money gained or
lost on an investment relative to the
amount of money invested.

27. What‟s that ROI?
(returns) – investments
ROI = X 100% = Y%
investments

28. What‟s that ROI?
Returns categories
100 % Cash perspectives
Others
(e.g. web hit,…) = Estimated value
Press & PR
You don’t have to pay the press
returns because people are speaking = Equivalent media value
about your past event
Database up- With the 100€ you’ve invested, I’ve collected more
grade & up-date information about people who were present at the = Opportunity cost
event. You don’t need to pay extra cost
Brand visibility We were on the cover of ComMag,
= Media value
estimated value that’s visibility!
Potential extra You invest 100€, I return you 125€
sales
= Potential cash
and maybe 25€ in the future
Direct Sales
You invest 100€, I give you 150€ in return = Cash

29. Plan
• Module 1: Measure the key figures and draw the line
• Module 2: Profile and Meet the targets at the right time
with the right message
• Module 3: Boost the performances
thanks to the right technologies

30. Module 2
Profile and Meet the targets at the right time
with the right message
Information and relations managing platform
What’s profiling?
How can we segment consumers?
How can we fulfil a database?
How can we target them?
What’s a database?
How much money should we allocate to each segment?

31. Five questions
1 – Five questions about your client…
1) What’s his potential ?
2) Who’s taking decisions in his company?
3) What’s his consumption profile?
4) Who’s managing him?
5) How much money can we spend for this client?

32. 1) What‟s the client potential?
ou ou
Client
Is he a big or a little consumer?

33. 2) Who‟s taking the decisions in
his company?
You have to know all the people who are taking the decisions inside the
company because you might spend a lot of money on someone who doesn’t
have the power !
Client
Decider Influencer Budget owner

34. 3) What‟s client‟s
consumption profile?
What does he read?
What does he eat?
Where has he made his studies?

35. 3) What‟s client‟s
consumption profile?
Client

36. 4) Who‟s managing this client?
Does he work for a big company or a little one?
=> That will have an effect on his purchasing power

37. 4) Who‟s managing this client?
?
?
t

38. 5) What‟s the MarCom by clients ?
Is he a top consumer?
Client

39. 5) What‟s the MarCom by clients ?
Or a middle one?
Client

40. 5) What‟s the MarCom by clients ?
It’s important to keep in mind that every client is
different from the other
Client Client
≠

41. TOP
(Top Accounts)
T op
COR Which
Which are the most
? budget/ segments
M iddle
Profitables segments ?
Low
SME

42. Clients‟ Lifetime Experience
Top consumers are supposed to be more loyal.
T op
M iddle
Low
Q1 Q2 Q3 Q4

43. Some difficulties
Permission marketing
is a term used in e-marketing. Marketers will ask
permission before they send advertisements to
prospective customers.
It requires that people first "opt-in", rather than
allowing people to "opt-out" only after the
advertisements have been sent.
The term was coined by Seth Godin in his book of
the same name.
wikipedia

44. Increase proximity and contacts
What’s the client’s
profile ?
How to attract him
?
What’s the client’s
potential ?
What’s his
power ?

45. Campaign Management
€€€€ €€€ €€
T op 7 contacts
/ campagnes
5 contacts
M iddle
/ campagnes
Low 3 contacts
/ campagnes
Avant Pendant Après Campagne
© V.O. communication sa/nv - 46
2007

46. Campaign Management
At each step of the action we have to
collect more and more information about
our client.
…

47. Campaign Management
Selection Invitation Registration Participation Lead
Event
# people
# data

48. Proximus B2B Case

49. Proximus B2B Case

50. Proximus B2B Case

51. Proximus B2B Case

52. Proximus B2B Case

53. Proximus B2B Case

60. Perspectives
CAMPAIGN BOOSTER
We have information about that man.
T op We know that he’s a middle
consumer for example.
M iddle
Low

61. Perspectives
CAMPAIGN BOOSTER
Every person in charge
of the action has a
different access to the
information.
Agencies access
HQ access
Manager
access

62. Perspectives
And we can calculate the average ROC
for each segment.

63. Perspectives
TOTAL
1400% XX% XX% XX% … … …
T op (1.500.000€-100.000)
100.000€
M iddle 1000% XX% XX% XX% … … …
Low
500% XX% XX% XX% … … …
e-DM e-invit e-news MEOS Events Workshops

64. Your questions

65. movie
business @ctivation solutions

66. L‟utilisation des nouvelles
technologies dans le monde
événementiel
Emmanuel Mossay
VO communication

67. Plan
• Module 1: Measure the key figures and draw the line
• Module 2: Profile and Meet the targets at the right time
with the right message
• Module 3: Boost the performances
thanks to the right technologies

68. Pro-active
TOP COR X0 Individual RMP Approach Coming
Re-active
Who, Goals, retro-planning Case Up-
Existing
selling
To create
Get
A GO
Power For OZ
Of the CY
BGH Yearly
100 %
Tailor-
TOP 5
& N°1 Top
Events‟ Made Int.
MCM Prove 1-2-1 Cor
Catalogue Event Orange
1-2-1 Event
Tailor-made Meeting Event Quality Meeting Deal !
(Fin, Mkt) (IT/Telco)(signature)
Yearly
50 %
Top
Head
of …
Cor
Innovation Event
Events‟ Club
M*
Catalogue M*
40 %
Visits Speed
Ticketing YMTC
Main
Visits Telecom
DM
Telecom CITy Events‟ The
Fairs Catalogue closing
Ticketing
& Unions Influencers
Events‟ Vertical
10 %
Catalogue
Ticketing
Clubs‟
Events
Events/
Fairs Illustr ative Demo
GSM Black GSM
<10 %
„MNP‟ „MNP‟
Users
Privé berry Privé
Internal Internal
Internal Interna
Event Event
Event Event
Tools Q2 Q3 Q4 Q1

69. Mapping of All events / DMU‟s
Investments by Decision-Power: DMU Perspective
Existing
To create
MU DMU
775/34508
Of the CY
620/5320
Of the CY
Clubs 2 High Rel
Events Golf‟s Relatio. Business
TOP 5
(Chambers)
TOP 5
Top Event Event Fairs
2.2%
12%
340 att. 100 att.
COR 80 att. 490 att. 220 att.
Top
Round Tables Golf‟s 75 att
COR
Event
(Fin, Mkt) (IT/Telco) (signature)
(Fin, Mkt) (IT/Telco) (signature)
100/26422 142/10274 106/1358
50/8748 1585/5332 775/1358
275 att 35 att.
285 att.
Head
10%
58%
Head
of …
of …
Partners‟ YMTC
Events Telecom Mobistar Visits
200 att.
1480 att. City 35 att.
Telindus Telecom 250 att.
Main
Main
1.3%
Influencers DM
Symposium City
30%
Influencers DM
200 att 250 att
Vertical
Events Business
0.5%
(eg. HR Fair) Fairs
0.4%
50 att. 100 att.
GSM
& Unions
„MNP‟
Privé
Internal
Users
Internal
Event
Event
70
3030 COR PRO 1125
1672 2004: 798

70. Events‟ Drivers

71. Events‟ Drivers
RMP - Main ratios (aver.) Reg. % Show % Leads %
Fairs / Symposium 5% 60% 4%
Clubs' Events 83% 86% 2%
Relational Events 60% 88% 28%
Content' Events 13% 69% 16%

72. Events‟ Drivers
Une société souhaite inviter 10.000 personnes
par e-mails à un événement.
Combien de participants pouvons-nous attendre
à cette événement, si nous tenons compte :
- d’un taux d’inscription de 20 %
et
- d’un taux de présence de 80 % ?

73. Events‟ Drivers
Vous souhaitez accueillir 300 personnes à un événement,
vous disposez d’une base de données de 15000 personnes.
Combien de personnes devriez-vous inviter si vous tenez comp
- d’un taux d’inscription de 10 %
et
d’un taux de présence de 70 % ?

74. Plan
• Module 1: Measure the key figures and draw the line
• Module 2: Profile and Meet the targets at the right time
with the right message
• Module 3: Boost the performances
thanks to the right technologies

75. Module 3
Boost the performances
thanks to the right technologies

76. Introduction
Drivers ROI
Definition Activation Reports
Traffic Leads Analyses
to measure Way to master
Generation Generation To measure
The & tools the project
performance
the results
SMS
ID web Gifts
web
web
web
Fairs Events
Tombolas Promo Field

77. Why using technologies?
« Le poisson-éléphant »
Ressemble à tout autre
poisson …

78. Why using technologies?
« Le poisson-éléphant »
But its an anti-terrorist system
used by the Israeli company
“Mekorot”, in charge of the
drink water distribution.

79. Why using technologies?
V
ok danger
• driver

80. • drivers
Why using technologies?
=
RFID
Access tools

81. RFID
=
technologies

82. =
ID by target
(0495-555555, emossay@email.be)

83. festival
campus kot
bar
Friends’ kot
ID by target
(0495-55555, emossay@email.be)

84. How use technologies?
Any connectable (*) devices
…
enabling
Any reliable (*) technologies
VXML
Wifi
Infra-red …
(*) reliable = devices & technologies working in other industries. Available back-ups

85. Business Interactive Platform
Voting,
Extra infos e-Live
Requests, survey
Demos, CRM
Etc.
Boost Leads % Measure Quality %
Get extra infos
Sms/e- …
… reminder, navigation, last-minute Get Extra Data
info, re-couponing
Event
Boost Show %
Citibank-Durant
MarCom Manager
durant@citibank.com
Boost Hit % +32 497 6666 97
Sms/e- …
buy extra data … invite, pre-contest, Forward,
& propose VO registration, couponing
Events‟ data
100 %
Extend Market Coverage %
25% Database quality
Time-
… Before the action on the Action After the action … to-market

86. Applications
Business to
business
applications

87. Get the message
from the Minister
of Economy ?
Performance sur le Salon MIPIM 2007:
>27.000 visiteurs
>2.639 visiteurs contactés 10%
>476 dossiers téléchargés 18%

88. 2003Relation Management Program
Key success factor V: New Leads’ Generation at Fairs
Before the Event At the Event After the Event
Citibank-Durant
Your
Own
Cartoon
8
9

89. Mobistar @ Telecom City
15 % invested in attractiveness
tools
Before the event
Exhibition Area
SMS Infos‟ Push
Valet
Patio Hall 5
E-invitations
2 SPV’s
Welcome Coffee
Hostesses
Booth
Bar Happy Hours
Sanjiv & VIP Breakfast
Speech
Cartoonist
Others: TBD
? Demos & leads
“‟gifts” “‟contest” (Profiles & Partners)
9
0

90. Applications
Business to citizen/
consumers
applications

91. extra info:
Alterwave.com

92. extra info:
Alterwave.com

93. NottingHill Carnival – UK
extra info:
Alterwave.com

95. Applications

96. Applications
Mobile Application Architecture
Registration Desk
UMTS
Score in the field
Web Server
+ Database

97. Applications
PDA Application: Screenshots
• Registration of Participants
• To link the participant to the
RFID wristband

98. Applications
Scanning of Participant using RFID wristband

99. Applications
Score Board: Screenshots

100. Future applications
Traffic & data
Management
for the Delhaize 140 th
birthday

101. Future applications
• Gestion du flux des 50 shuttles du parking
• Gestion du flux des participants (15.000)
• Gestion de la satisfaction des participants

102. Gestion du flux
des 50 shuttles du
parking Future applications
Où sont
Les
navettes
?
Qui
bloque
Où ?

103. Gestion du flux
des 50 shuttles du
parking Future applications

104. Future applications
Gestion du flux
des 50 shuttles du parking
positioning

105. Future applications
Gestion du flux des 50 shuttles du parking

106. Future applications
Combien
De
personnes
sur le site
?
Gestion du flux des participants 3
2
Quelles
sont les
tendances
critiques ?
1

107. Future applications
Gestion du flux des participants

108. Gestion du flux des participants
Future applications

109. En utilisant des badges individuels RFID, ainsi que des écrans et des plateformes
informatiques reliées aux animations, écrans, podiums, etc.
 
 

 






Ergonomie
 ,


 


  

  
    
  
Organisateur invités Messages visuels et sonores
de la marque

110. Future applications

111. Future applications
Mobile Tagging

113. Future applications
VXML
For english press one
IVR
Pour le français faites le
deux
one
VXML

114. Future applications
Invitees
Current timing : Dday - 32
1400 Confirm NOW ! 1st forecasting
SMS push (300)
Registration based on previous
experiences
1200 GO ?
1000 Attendees
800
600 Re-launch Them !
Voice deposit (450)
400 Pro-active Advises
GO ? According previous
Experiences
200 on these contacts
behaviour
Timeline
Start D - 28 D - 21 D - 14 D-7 Dday
Invitees: 5000 Registration: 1200 Attendees: 1000

115. Check-list/
Team member
Compteurs
de
Participants
Satisfaction /zones
% / Zone
Alertes Synthèse
des rencontres
commerciales
Carnet d’adresses, agendas, documents des systèmes de back-up etc.

116. Chec-list/
Team member
Compteurs
de
Satisfaction participants:/zones
% / Zone
Alertes Synthèse
des rencontres
commerciales
Carnet d’adresses, agendas,
documents des systèmes de back-up
etc.

117. Valeur ajoutée Vente
marketing
Ergonomie & personnalisation
Qualité des services offerts
Base événementielle
Gestion des flux de participants
Logistique
Sécurité

118. Expected evolution
• Global decision based on local KPI‟s
(Mastercard)
• COM budget based on (immediat) returns
Yesterday • Information technologies are accelerating Tomorrow
the business
• Strong competitions: small agecies
(Delhaize)
• short term COM budget allocation to
satisfy shareholders wishes (HP, Cisco)

119. A modifier
• NFC
• XLS détaillé
• Add tablet PC for the check list manager

120. Expected evolution
« My database is sick »
« wouaw
S.L.A.
effect »
ROI / ROO / ROC
« let‟s justify my budget »
« let‟s talk with my purchase
Manager about the catering »

121. Your questions