The document provides tips and advice for increasing the effectiveness of events from marketing perspectives. It discusses 10 ways to increase event effectiveness and marketing ROI, including defining success across stakeholders, building tracking mechanisms, coordinating with other marketing programs, testing, engaging attendees early and often, leveraging the entire ecosystem, gaining insights, using tracking to identify interests, and making events scalable. It also provides case studies from GE Healthcare and Socialbakers on how they increased attendance and ROI for their events over time.

1. TIPS & ADVICE
FOR INCREASING
EVENT
EFFECTIVENESS
Eric Eden
Senior Vice President
Marketing
Cvent
Amanda Young
Events Leader
GE Healthcare
Klara Honzikova
Global Event Manager
Socialbakers

2. AGENDA
TOP 10 WAYS TO
INCREASE EVENT
EFFECTIVENESS /
MARKETING ROI
CASE STUDIES
• GE HEALTHCARE
• SOCIALBAKERS

3. #1
DEFINE
SUCCESS,
ACROSS ALL
STAKEHOLDERS

4. #2
BUILD
TRACKING
MECHANISMS
TO MEASURE
SUCCESS

5. #3
COORDINATE
EVENTS WITH
YOUR OTHER
MARKETING
PROGRAMS

6. #4
GET SURGICAL
WITH YOUR
OUTREACH

7. #5
TEST. TEST.
TEST.

8. #6
ENGAGE
ATTENDEES
EARLY, AND
OFTEN

9. YOUR EVENT
#7
LEVERAGE THE
ENTIRE
ECOSYSTEM

10. #8
GAIN INSIGHT
INTO YOUR
MARKETING
EFFECTIVENESS

11. #9
USE TRACKING
TO IDENTIFY
ATTENDEE
INTERESTS AND
FEEDBACK

12. #10
MAKE EVENTS
SCALABLE

14. EVENT SCALING

15. 2013
2017
2016
2015
2014
GE Healthcare’s Centricity LIVE
(Launch Year)

16. 2013 2017
Attendees and locations
2013 2017
Event Staff
Even Budget Year over Year

17. AT
CREATE GREAT CONTENT

18. BUILD A LOYAL COMMUNITY

19. LEVERAGE CONSISTENCIES

20. BE AN EVENT TEAM IN MOTION

21. AVOID WASTE

22. RE-USE STUFF

23. L
120
Latinum
X
129
Xenium
P
15
Phosphorus
E
125
Etherium
0
8
Oxygen
Re
75
Rhenium
THINK BIG

26. TODAY
• Klára &
• San Francisco
• London
• ROE

27. @CLARKATRAVELS

29. SOCIAL MEDIA
ANALYTICS COMPANY
• Founded 2009
• 12 offices worldwide
• 100+ events
• 300+ employees
• 2500+ clients
• 1/3 of the marketing
budget is dedicated to
events

30. SOCIAL
INSIGHTS
SAN
FRANCISCO

31. PLAN
• June 26th 2014
• Afternoon event
for 50 pax
• 3 external
speakers
• Clients preferably

32. REALITY
• June 26th 2014
• Afternoon event
• for 50 pax
• 3 external speakers
• Clients preferably
• June 5th 2014
• Afternoon event
• for 20 pax
• 0 external speakers
• No clients
• 0 ROI

33. WHY
• Not enough time
• Not enough resources
• Lack of brand awareness
• Small & not established team
• Weak follow-up

34. ENGAGE
LONDON
2014

36. WHY
• Not enough time
• Not enough resources
• Lack of brand awareness
• Small & not established team
• Weak follow-up
• 6 months for prep
• Team work
• Strong position in the UK
• Team of 12
• Follow-up driven
by team motivation

37. 2013 X 2014
0
100
200
300
400
500
600
700
800
900
1000
attendees live stream ARR won
London 2013
London 2014

38. RETURN
ON EVENT

39. Look at your current
situation, the market
around you & your
target groups.
ANALYZE

40. Both qualitative &
quantitative to measure
the success.
SET GOALS

41. Surround yourself
with the best people
you can find.TEAM WORK

42. Everyone needs to
be informed & kept
in the loop.UPDATE

43. Prepare amazing content
not only from your
organization, but from
external speakers &
partners as well.CONTENT

44. Motivate your team
before & after the event.
Make the competition fun.
MOTIVATION

45. Have a clear plan for
your sales team for the
days around the event.
Coordinate.
SALES PRESENCE

46. Maximaze the impact.
EVENT

47. Track & report.
Get as much
feedback as possible.
FOLLOW UP

48. Measure & celebrate.
SUCCESS

49. LIFE IS A
JOURNEY

50. BEFORE
YOU GO!
Take the
session survey!

51. THANK YOU!
Eric Eden
Senior Vice President
Marketing
Cvent
Amanda Young
Events Leader
GE Healthcare
Klara Honzikova
Global Event Manager
Socialbakers