Bob Hebeisen * VARbeisen * http://varbeisen.blogspot.com/ * 2011 January 24

How to Plan & Execute a Seminar

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Objective: sell ____________________________

What constitutes success? # attendees $ sales

Strategy: Develop a detailed plan Coordinate marketing & sales Execute flawlessly Leverage the VAR/ISV ecosystem…

Marketing Sales Technical Sales

Follow up and sell

Set Your Objectives & Strategies

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Set the key details ASAP: You cannot begin promotion until these details

are locked: Date Location Topic & Time

Setting the Date: Consult the calendar and back into a seminar

date based on your promotion schedule Give yourself a week to plan the basic

logistics and develop promotional materials At least 3 emails, 3 weeks of promotion Do not hold events on holiday weeks Do not hold events on Monday or Friday Event date: Thursday March 3rd A reminder/confirmation email & call

campaign a day or 2 before the event Weekly sales call campaigns

Planning the Date, Location, Topic & Time

Today: planning kickoff

First email promo

Second email promo

Third email promo

Reminder email + phone Event Date

Presidents Day Fourth email promo

Set the key details ASAP: You cannot begin promotion until these

details are locked: Date Location Topic & Time

Setting the Location: Choose a location that is central and convenient for your prospects

If you can’t name 10 pipeline accounts within 100 miles of your seminar location then don’t do a seminar. Do lead generation instead.

Make sure your facility has the appropriate technical setup (projector, internet if necessary) It is OK to rent a function room at the local Holiday Inn for an end-user audience, but perhaps not for an executive

audience FREE: your own training facility, or a PTC office A local university, a local country club

Planning the Date, Location, Topic & Time

Set the key details ASAP: You cannot begin promotion until these

details are locked: Date Location Topic & Time

Setting the Topic & Time: Do a half-day seminar, in the morning

People are too busy to take a full day out of the office You can plan an optional second half of the day (golf, etc.)

Resources for seminar topics: Seminar Materials on the Marketing page of the PTC Partner Portal Marketing Toolkits on the Marketing page of the PTC Partner Portal

Don’t necessarily use the title of the sales presentation as the seminar topic Shift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learn

Planning the Date, Location, Topic & Time

Where to find it: PTC Partner Portal Marketing page Creo Marketing Toolkit

Look for the Seminar-in-a Box

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Marketing – Sales Coordination is perhaps the single most critical factor for success:

Planning & goal setting Augmentation of the marketing

database with the sales Rolodex Weekly status updates Weekly sales call campaigns Technical Sales/demo Presentation “dry run” Day-of-event execution Post-event sale follow-through

Marketing & Sales Coordination

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Registration form should do the following: Brief copy to promote the seminar topic, date, & time Capture registration information for you to manage Ask registrants to pre-submit questions on the form Send an automatic confirmation email to the registrant so he

knows he is registered Connect the registrant to an Outlook calendar invitation

Outlook calendar invitation should have the topic, date, time, and brief promotional copy

Link to Google Maps directions List any parking options A pop-up reminder set for 1 day in advance Create it in your Outlook calendar, then save it as an

ICS file. Post that file to the web and link to it from

your registration confirmation page and/or confirmation email

Use of a ICS file will improve your attendee rate and reduce no-shows

The Registration Form on your Website

Link to the form in all promotions: Email blasts E-newsletter Website banners Sales “basho” emails and OFTs Telemarketing/Telesales (vanity URL) Twitter/Facebook/blog posts Etc.

Sales: resist the urge to email marketing about contacts who have verbally committed. Failure to take all registrations through the form will make it very difficult to manage the registration list, send reminders to registrants, follow up after the seminar, etc.

The Registration Form on your Website

Writing a good Seminar Invitation Sell the offer, not the product Convey the value of attending

What will they gain from attending? From whom will they learn it?

Remove reasons for hesitation When & where is it? How do I get there? Is there parking? Will I have to skip a meal? Is it really for me?

The Invitation

Writing a good Seminar Invitation

A good formula to follow: A compelling subject line Short opening (You’re invited…) Seminar title, location, date, time Register today [link] What you will learn (3 bullets) Presenter bios Who should attend Register today [link]

The Invitation

Email Blast using SharedVue

Compose and format your email in MS Word. Print a hard copy.

The Invitation

Email Blast using SharedVue

Compose and format your email in MS Word. Print a hard copy.

Paste the copy into the SharedVue editor using the blank template

The Invitation

Email Blast using SharedVue

Compose and format your email in MS Word. Print a hard copy.

Paste the copy into the SharedVue editor using the blank template

Recreate the formatting using SharedVue’s editor controls.

Upload the header and/or sidebar graphics, then insert into the layout.

Hyperlink to the registration form.

The Invitation

OFT Email Perfect for sales enablement, one-on-one

emails from a sales rep to a prospect or customer

How to create one: Compose and format your email using

Outlook’s formatting tools Add hyperlinks to registration form Delete your signature from the bottom Click “File > Save As” and select the

“Outlook Template (*.oft)” file type and save it to your desktop.

Attach the OFT file to an email and send it to your sales people.

When they double-click the extension it will load as an email from them, perfectly formatted and hyperlinked, ready for them to enter an email address and click “send.”

The Invitation

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Shift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learn

Customer pain points and questions Business solutions Benefits

PTC Presentations are available: Marketing page of the PTC Partner Portal: “Seminar Presentations”

Creo Seminar-In-A-Box in the Creo Marketing Toolkit Tech Sales page of the PTC Partner Portal: “Demo Library”

Line up technical resources ASAP Tech Sales page of the Partner Portal: “Standard Demo Request Form”

3rd Party Validation Customer (PTC Performance Partner) Analyst Editor for a local publication Trade association rep Professor from a local university

End with… A next step in the sales engagement (PDPA) A special offer (TLO)

The Seminar Presentation

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Registration Desk Have it staffed before the seminar and during breaks Registration list on hand (keep track of who attends and who does not) Preprinted name badges (include some blank badges & a marker for any unregistered walk-ins

or messed up names/titles) Handouts:

Agenda Print-out of the presentation deck Product collateral Business cards of sales staff Satisfaction Survey (final question should be open-ended, a chance for them to ask questions or

express their needs) Flyer for special offer

Have emergency contact info on hand for: All presenters and event staff Facilities staff A/V supplier Caterer

The Day of the Event Logistics

Catering Be sure to have coffee, water, juice, danishes, fresh fruit, etc. Note: be sure to highlight the fact that refreshments will be served on your reminder

email/phone campaign – it will reduce the no-show rate

Door prize(s) Include a small gift for every attendee (a t-shirt, a nice pen with logo, a memory stick with a

logo) Perhaps raffle a larger prize for one lucky winner (an iPad or other gadget, a free license of

software). Conduct the drawing at the end of the event. Tip: Reach out to hardware software partners who might donate a door prize in exchange for a brief

sponsor message Note: be sure to highlight your door prize on your reminder email/phone campaign – it will

reduce the no-show rate

The Day of the Event Logistics

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

“Thank you” email for attendees

“Sorry we missed you” email for no-shows (offer to come to their office to present the content)

Follow up emails should have some engagement: Related white paper Special offer

Write up the highlights of the event for your newsletter or blog

Update your marketing database with any new/changed contacts

After the Event Follow-Through

Agenda

Set Your Objectives & StrategiesPlanning The Date, Location, Topic &

TimeMarketing & Sales CoordinationMarketing Execution: Registration Form &

InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

VARbeisen blog with VAR marketing tips and strategies: http://varbeisen.blogspot.com/

Planning template: Seminar Planning Calendar + Timeline + Checklist: https://docs.google.com/leaf?id=0BwdynuOi-Ji-NTliMjgxMzAtNjQxYy00MjVkLWIyNjEtN2IzOTkxNzdkY2Iy&sort=name&layout=list&num=50

Resources