Event strategies that deliver results

Services

Data-driven advisory services to optimize a single event or an entire portfolio.

Event Strategy

  • A flagship event is one of the most expensive marketing tactics that exists today. Optimize your investment with the design of an event experience with clear objectives that drive the target audiences towards desired actions, and deliver results to the bottom line.

  • Without the right people attending an event, it will not deliver on its intended results. A comprehensive end-to-end marketing and attendee acquisition strategy across all mediums (paid media, social, email, campaign integration, etc.), will ensure you attract the audience you want.

  • Most often an event is designed to impact the sales process. However, if the sales team do not understand why the event is being held or how to leverage it to help their efforts, the event will likely fail to produce the desired outcomes.

  • Effective sponsorships are critical to the overall success of an event - beyond just a monetization method. Add value to your event, your attendees, and to your sponsors by designing the right integration approach.

 

Portfolio Optimization

  • Review and/or design of a comprehensive event portfolio strategy to reach key audiences, drive tangible business outcomes, and optimize marketing spend.

  • Identify strengths, weaknesses, and opportunities within your current event portfolio.

  • Identify strengths and weaknesses in your competitors event strategies.

  • Measurement and optimization are the foundation of a data-driven event strategy. It starts with establishing core measurable objectives and KPIs, analyzing the data in real time to adjust the strategy as necessary, through to gaining alignment, and communicating results.

 

Other Services

  • Events impact almost every area of your marketing team. Unless a scalable structure is designed with clear roles and responsibilities with handoff points defined, the lead up to an event could shut down your marketing team from other critical activities.

  • An audit of your event through the perspective of an attendee can provide valuable insights on how to optimize your approach in the future.

  • My intent is to help my clients and their teams be successful. Not for them to be dependent on my services forever. Customized coaching and training programs can be developed to teach your own teams how to think strategically about events.

  • Don’t see what you need above? Let’s chat! Every company has different needs so there is no such thing as a one size fits all approach.

 Experience Highlights

  • FLAGSHIP EVENT TRANSFORMATION

    Led a company wide strategy reinvention and delivery of SAP’s largest event, SAPPHIRE NOW, generating significant increases in new and accelerated pipeline, and wining multiple awards for the event design. Listen to the In-Person podcast for more details.

  • EVENT PORTFOLIO TRANSFORMATION

    Led a multi-year event transformation initiative across SAP Marketing to maximize value across more than 3,500 events, resulting in an Executive Board approved reinvention of SAP’s holistic event strategy to address short-, mid- and long-term COVID-19 impacts.

  • EVENT MEASUREMENT & OPTIMIZATION

    Partnered with critical stakeholders in the development of a company-wide event marketing measurement program including lead capture, scoring, and follow-up process resulting in a 59% increase in marketing generated opportunities from events.

  • SAP ARIBA LIVE REGIONAL EVENT SERIES

    Designed and developed the Global SAP Ariba Live flagship series resulting in 18% growth in attendance and 64% revenue growth. Each regional event was designed to serve specific regional needs with global consistency in message, brand, content, and overall experience.

  • GLOBAL EVENTS ORGANIZATIONAL DESIGN

    Built a highly effective, small, but mighty events team at SAP Ariba from the ground up. Together, we developed and executed a comprehensive enterprise-wide events strategy with budget of $10M+ to drive accelerated business growth within a clearly defined RACI model.

  • GLOBAL EVENT STRATEGY STANDARDIZATION

    Transformed the event marketing strategy for a leading data management company including development of standardized approach to brand messaging, lead collection, follow-up, and reporting protocols for all events globally resulting in a 183% increase in opportunities.

  • REGIONAL EVENT STRATEGY

    Partnered with marketing teams across Latin American to modernize and standardize their overall strategy, and approach to experience design resulting in a 32% increase in leads generated and 50% increase in event sponsorship revenue.

  • TEAM COACHING IN EXPERIENCE DESIGN

    Trained 100% of the Latin American Regional Marketing team for a large enterprise software company on the application of a customer experience design methodology resulting in a structured approach to event design, ensuring delivery against key objectives.