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Membuat Event Brief yg Efektif - Summary.pptx
- 1. Membuat Event Brief yang Efektif By: Mike - LiveLife
- 2. Rules of the Game • Untuk hasil optimal, silahkan partisipasi • Jangan langsung percaya & tanyakan ‘Why?’ • Tulis ‘aha!’, komen & pertanyaan • Recoding akan di share, focus saja =) ahahaha!
- 3. Mengenai Misi: Memudahkan Event Design dengan Optimal Impact (ROI): • #1 Improve Conversion • #2 Reduce Investment • #3 Monetize Event • #4 Nurture Relationship • #5 Develop Insight Metode: SMART Event Design Event & Blog + Workshop + Coaching
- 5. Membuat / Menerima Brief?
- 6. Seberapa Lengkap Brief yg Dibuat? 40% 42% 12% 6%
- 7. Seberapa Lengkap Brief yg Diterima? 44% 24% 20% 12% 36% = Jarang Sekali & Tidak Pernah!
- 8. Apa Event Brief? • Brief: Rangkuman yang dibuat untuk suatu pihak • Client & Event Organizer/Agency • Menurut kamu A / B? • Keduanya benar! • 1) Client mencari EO/agency • 2) EO/agency propose ke client
- 9. Elemen Utama Background Event Goal Audience Concept Agenda Partner Sponsor Tasks Client/Pitch Brief Event Proposal Event Story As-Is To-Be To-Be To-Be T E A M T E A M (preference: concept, talent, venue)
- 10. Benefit Brief yg Jelas Event Owner • Berkolaborasi secara internal • Mempunyai tujuan yg terarah • Memastikan resources tersedia • Fokus siapa peserta yg dituju • Mendapatkan konsep yg sesuai • Menghemat waktu, tenaga, & stress Event Success
- 11. Benefit Brief yg Jelas Event Planner/Agency • Fokus mencapai tujuan event • Design konsep yg mendukung • Design great attendee experience • Mencari partner & sponsor yg sesuai • Menghasilkan profit margin yg sehat • Menghemat waktu, tenaga, & stress Success Bid
- 12. Background #1: Client Profile Visi & Misi LiveLife dimulai 2016 dengan misi: Membantu event planner design event dengan hasil optimal. Dengan visi: Terbentuknya ekosistem event yg transparan & kolaboratif Produk & USP Metode & Teknologi SMART Event Design yg membantu: (1) Improve conversion (2) Minimize investment (3) Monetize event (4) Nurture relationship (5) Gain practical insight
- 13. Background #2: Inspiration • Bagian dari marketing campaign / event series • Topic: Article, Podcast • Event Concept • Talent & Program • Venue & Decor • Community & Media • Experienced • Recommended • Read/watched • Known • Own , Video & Conversation
- 14. Background #3: Supporting Data Validasi ketertarikan audience dengan: • Topik • Event Concept • Talent & Program • Venue & Decor • Community & Media Supporting Data: Poll, conversation, FGD, article Market Readiness
- 15. Stakeholder Alignment Mengundang tim/dept lain untuk kolaborasi • Event: Memahami design event yg efektif • SocMed: Mengetahui konten yg menarik • Sales: Relationship dgn prospek + insight • Customer Success: Relationship dgn customer • Co-design: Event Goal & Target Audience Event Socmed Sales Customer Success
- 16. Event Goal • ‘To do something which adds value to stakeholders, at lowest possible cost.’ - Elling Hamso (Event ROI Institute) • Change audience behaviour • What exactly will participants do afterwards to help achieve this? = Call-To-Action (CTA) • How does the event connect to our bottom line/organization? = Impact
- 17. Design for Learning “Meeting designers are beginning to create effective learning experiences” – Elling Hamso Deliver key message & positive ROI What is the Impact of your event? / CTA Goal & Objectives
- 18. SMART Event Goal • Goal: Change audience perception about... resulting in ... (CTA) with ... (Impact)
- 19. Event Goal #1:CTA • Connect: Follow socmed, subscribe newsletter • Schedule: Consultation, product trial/demo • Request: Recording, portfolio, proposal • Become: Community member, partner • Generate: New + accelerated sales, renew + up + cross-sell • Generate: Ticket, merchandise, booth, ads, sponsorship • Others: Satisfied feedback with high NPS (evalution) + Impact Nurturing into Conversion Generated Conversion
- 20. Event Objectives Change audience perception via: • Education: What key message to communicate? • Branding: How they should think & feel about us? • Gain Insight: What to learn from them? • Get Leads: What target audience to look for? • Engage Leads: What level of engagement? • Others: What they must do in-event (CTA)?
- 21. Objective #1: Educate • Key message: ‘Pentingnya membuat brief yg jelas’ • Knowledge: What + Why • Skills: How – Membuat event brief Measurement/KPI • “Mendapatkan masukan berguna?” • “Masukan apa yang berguna?” • “Rencana implementasi segera?” • “Tertarik implementasi yg mana?”
- 22. Objective #2: Branding • Audience Think: “Berguna sekali masukan LiveLife, yuk implementasi!’ • Audience Feel: Terinspirasi untuk mencoba Measurement/KPI • Brand awareness • Socmed follower • Newsletter subscription • Content marketing • Organic & direct traffic • Influencer & partner marketing • Own media assets created • Improve performance marketing (ROAS)
- 23. Objective #3: Gain Insight Audience Input • Registration form • Poll & forum • Feedback form Engagement (pre + in + post-event) Measurement “Seberapa lengkap brief yg kamu buat/terima?” “Elemen apa saja yg harus ada di brief? “Tantangan yang dihadapi? “Topik / konten apa yg paling disukai?”
- 24. Objective #4: Leads-Gen • #Attendees • New/existing leads • Prospect/pipeline Measurement • Title & company • Input (insight) • Engagement • Feedback • Corporate, event organizer • Marketing, event, activation • Membuat brief • Kurang lengkap, tidak lengkap briefnya • Jarang sekali, tidak pernah lengkap Lead Scoring
- 25. Objective #5: Leads-Engage Engagement (pre + in + post-event) Measurement Pre-Event • Read blog • Watch video • Participate in poll, quiz, forum • Socmed: #mention, engagement, shares • Email: #received, opened, click + rate Average + Total
- 26. Objective #5: Leads-Engage Measurement In-Event • Existing Leads (repeat attendance) • Arrival time & duration • Engagement: Poll, #comment, question, aha!, socmed-share • Networking: #Connections made, message, 1-on-1 scheduled • Visits: Booth + program, CTA (download catalogue, ask, demo) Post-Event • #Completed feedback + CTA • Socmed: #mention, engagement, shares Average + Total
- 27. Event Goal #2: Budget + ROI & Time • Budget $ • Target ROI • Timeline +ROI (2:1) Benefits Gained via event Budget Max event fund Bidding opens Presentation Preparation Event starts
- 28. SMART Event-Goal #1 CTA: Peserta schedule FREE consultation di akhir event (15 pax) • Educate: ‘Pentingnya membuat brief yg jelas’ (80%) • Branding: Terinspirasi “Berguna sekali masukan LL, yuk implementasi!” • Gain insight: Kelengkapan brief, yg dibuat/terima, elemen, tantangan • Leads-Gen: 25 quality leads (based on this lead-scoring…) • Leads-Engage: 80% attended start to finish & 10 aha! #2 Budget & Time: IDR xxx Idea (15 Jan) Prep (20 Jan) Open registration (25 Jan) Event (31 Jan)
- 29. Background Event Goal Audience Concept Agenda Partner Sponsor Tasks Context Concept Event Story Mid Feb Aug Apr May Mar Wishlist Task List Jun Jul bit.ly/LLEC20232ff
Notas del editor
- Set the right mindset for optimum learning, to feel relaxed & be yourself Aha = insight, idea, action iteam
- 18/40 almost half are corporate, 11/40 around ¼ is EO.
- 33/40 = 83%
- 14/33 = 42% kurang lengkap, 13/33 = 40% = hampir lengkap, 4/33 tidak lengkap, 2/33 = sudah lengkap
- 11/25 = 44% kadang-kadang, 5/25 = 20% hamper selalu | 6/25 = 24% jarang sekal + 3/25= 13% tidak pernah
- A client brief is a document that outlines the requirements and scope of a project or campaign, as set forth by a client. It’s often used in marketing a the basic construction of an advertising campaign – thus agency often see this as client brief / pitch brief (= Company background
- Background (as-is) => event goal (to-be of event owner) + audience needs (to-be of audience)
- LL platform enables agile approach to change the event brief elements and have it communicated to each stakeholder for adjustment Always aligned and planning in lock step with one another Equipped to run events your attendees will rave about Recognized for the results you’ve worked so hard to achieve Confident that you have a model for repeatable success
- Ask: Siapa pernah bolak-balik menanyakan brief event hanya untuk mempersiapkan acara? (event planner). Sedangkan brand: Siapa yg akhirnya sadar briefnya kurang lengkap
- Background (as-is) => event goal (to-be of event owner) + audience needs (to-be of audience)
- Or request from client, or inspired by client work and we realized many demand based on the poll we ran earlier
- To convince corporate: The ROI Methodology is a global standard to measure learning effectiveness by Phillips & Kirkpatrick and now implemented by Event ROI Institute by Elling Hamso – aligned his model
- * Refer to the Youtube talk ‘Dr Elling Hamso – How to Measure ROI in Events’ - Once planner have set the goal (CTA by audience), then they decide who is the right audience, and design concept & content to deliver the learning objectives in the most conducive environment to ensure attendees change their behaviours post-event (after understanding what are the obstacles preventing behaviour change to happen by themselves ie the different awareness phase they are in)
- CTA apa yang harus dilakukan audience setelah acara to reach the goal?!
- Apply: Partner | Sponsor | Volunteer/Intern/Employee
- Eg Subscribe newsletter/follow IG, schedule appt/demo, purchase product/refer a customer, or the event is the product (thus no need for CTA/GTM)
- SeMrush is the online visibility management & content marketing Saas platform https://www.londonhypnotherapy.org/hypnosis-hypnotherapy-how-the-conscious-and-subconscious-minds-work.php
- SeMrush is the online visibility management & content marketing Saas platform https://www.londonhypnotherapy.org/hypnosis-hypnotherapy-how-the-conscious-and-subconscious-minds-work.php
- SeMrush is the online visibility management & content marketing Saas platform KPI difficult to measure: Registration -> attendance rate, #questions asked, #leads & quality, engagement w/ content (pre+in+post event)
- SeMrush is the online visibility management & content marketing Saas platform KPI difficult to measure: Registration -> attendance rate, #questions asked, #leads & quality, engagement w/ content (pre+in+post event)
- SeMrush is the online visibility management & content marketing Saas platform KPI difficult to measure: Registration -> attendance rate, #questions asked, #leads & quality, engagement w/ content (pre+in+post event)
- SeMrush is the online visibility management & content marketing Saas platform KPI difficult to measure: Registration -> attendance rate, #questions asked, #leads & quality, engagement w/ content (pre+in+post event)