| How2 Outsource Event Management |  | |  | | | | | | | Introduction | The number of events you want to build into the marketing plan, whether independently organised trade shows and conferences or company promotional seminars is on the increase and resourcing within the marketing organisation is always an issue.
Find out how to introduce additional resource to support you and your team by outsourcing event management. | | | Event support | The main reasons for outsourcing event management are:
- Event management for those without the resource or time
- Event management simplified
- Take the pain out of your event management
- To free up resource for other marketing activities eg Demand Generation
| | | Case study executive summary |  THE SOLUTION | | Industry | | Information technology – security configuration management sector | | | Marketing Challenge | | Create a 5-city road-show series with interesting speakers and compelling content on the given subject to entice the target audience to take half a day out of already busy schedules. | | | Marketing Approach | | Research and understand the subject, compelling programme with appropriate external guest speakers, interesting and easily accessible venues, targeted marketing campaign – pre and post the event | | | Marketing Results | - 5-city road show delivered on time and within budget
- Largest attendance at any event the client has held to date
- First piece of business closed within a month of the events from a new customer
- Significant number of business opportunities to enhance the pipeline over the coming months
- Sales leads to follow-up
| | | | | THE CLIENT | | A leading solution provider in the security configuration management market: | - Revenue doubling, year-on year
- With 10 employees. A portfolio of customers in every industry sector
- Leading UK partner for software vendor
- Operating in UK and Ireland
| | “Organising and executing such an event was not outside our scope, but with marketing resources stretched, additional support was needed on this occasion to deliver the agreed plan. We were not at the stage where we could justify another full-time head. Outsourcing was our best option.” Stated the Client | | | THE CHALLENGE | | Create a seminar addressing one of ITs’ key current issues with meaningful content and speakers that will draw the attention of IT professional | | | THE APPROACH | | Research and understand the topic and industry influences to build the content and then generate a fully-integrated marketing campaign to promote the events. | | | THE RESULT | - A content rich half-day seminar with influential speaker
- Integrated marketing campaign utilising eMail, on-line, tele-marketing, and sales teams contacts
- The client’s sales and technical teams bought into the event and fully support the promotion
| Targeted lead generation through a focused UK-wide road-show.
A solution provider’s challenge is to be different and capture IT Managements attention in a highly populated space where every other vendor or reseller is doing the same. Read how a 5 city road-show generated high quality leads and immediate requirements in a 6-week period. | | | | | The information technology marketing challenge | Information technology is an all encompassing phrase, covering all aspects of technology – hardware, software, services.
Solution providers therefore have to have clear differentiators in their proposition and marketing approach as all these time-pressured IT Managers, Directors or departmental specialists have a demanding day-to-day job, whilst looking ahead at new technology to update their department and the services they offer the organisation.
The company invited a selection of marketing agencies to solve this challenge, initially for one road-show and then extend to other events in the future. eMarket2 won the bid. | | | Why the company selected eMarket2 | eMarket2 was selected for the innovation and overall cost-effectiveness of its solution. They proposed a themed road-show based on the core message that drew on industry speakers along side technology presentations. The event was then marketed through an integrated solution that used eMail, on-line, telemarketing and the sales teams to both invite current customers and prospects. A co-ordinated follow-up prior to the event was also essential to ensure attendance by those responding.
eMarket2 proposed a simple communications strategy that would minimise the time the invitee had to spend reading the invitation and responding.
Also a post-event campaign was also proposed for those attending, unable to attend on the day or expressed interest.
“Finding such a resource is never easy and to hand over responsibility to an outsider is always a concern. Therefore, a personal recommendation to try eMarket2’s event services was the solution to our dilemma.” | | | |
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