PANPHA ANNUAL CONVENTIONSESSIONS 41-A

JUNE 23, 12:30 - 2:00

BY DESIGN SOLUTIONSWWW.BYDESIGNSOLUTIONS.NET

Creating Sales-Driven Marketing Events

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Goals

Be able to develop an annual strategy of event planning

Learn compelling ways to promote eventsEvent execution: understand how to handle

leads prior to and during the eventReceive creative and effective event ideas

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JANUARY 2010 TO DECEMBER 2010

Develop an Annual Strategy

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Annual Strategy

Determine strategy for the entire year Discuss quarterly or semiannually

Determine:1) How many events2) Intended audience (goal of the event) and size 3) Topics – don’t determine topics first

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Lead Generation vs. Sales-Conversion

Three types of events:1.Lead generation2.Sales conversion3.Hybrid of lead generation and sales

conversion

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Lead Generation Events

• 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

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Example Lead Generation Event

Taste of Life/Demo Days

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Sales Conversion Events

Smaller more intimate eventsExisting leads in lead baseThese events could be as few as 5 to as many

as 35 peopleGeared 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

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Example Sales Conversion Event

Progressive Dinner

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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 in-depth enough about the community to communicate benefits

• The number of attendees would typically be between 20 and 50 people

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Example Hybrid Event

Senior University

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Compelling Ways to Promote Events

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Components of Successful Promotion

Decide how you want to promote the event Market Methods What works for you?

Compelling with appropriate messaging and various response vehicles

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How to Promote the Event

• 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?

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E Newsletter and Landing Page16

Messaging and Response Vehicles

The message should be compelling to the market Short, clear, concise Action driven Not condescending Accurate to expectations

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Messaging and Response Vehicles

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

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Event Execution

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Three Keys to Successful Execution

1. Handling RSVPs2. Identifying and Qualifying (Hot, Warm,

Cold)3. Maximizing “face time”

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Handling RSVPs

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.

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Identifying and Qualifying

Thorough discovery prior to eventColor 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

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Maximizing Face Time

Face time allows “selling” to occurTouring and staff communication during the

event focus on sales versus minglingSet up a registration table for larger eventsOr, for larger events, set up booth with

banner ups and brochures (similar to Expo events) Staff with a minimum of two people

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Other Event Tips

Prepare an event checklistCount “buying units” when looking at the

number of people attending Call 2 days in advance to confirm RSVPData entry into leadbase THAT day before

you leave – while fresh in your headFollow up

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Post Event Analysis – Measuring Success

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?

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Top 6 Most Successful Events

1. Lead generatorsa. “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 TourShowcasing the activity and vitality of the population – as well as the physical residences

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Top 6 Most Successful Events

2. Sales Conversiona. 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

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Top 6 Most Successful Events

3. Hybrid Eventsa. 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)

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KRISTIN KUTAC WARDLAUREN MESSMER

BY DESIGN SOLUTIONS

WWW.BYDESIGNSOLUTIONS.NETPANPHA 2010 ANNUAL CONVENTION

WEDNESDAY, JUNE 23

Thank You!29