Marketing and events for customer engagement.

Weeklies

You Know The Power of a Great Event

february-newsletter

Now how do you convince the boss?

Those in sales and marketing know well the returns of creating and hosting the perfect event. Brand awareness grows and everything improves — customer relations, retention, conversions. If only those who control budgets could be persuaded easily to see your point.

If you’re keen on getting an event on the calendar but facing resistance from above, it all revolves around making a great case.

Build a good foundation on business objectives.

Make it clear that the event isn’t about the event. It’s about a desired business result. Whether it’s employee retention (reward a milestone, the landing of an important piece of business, completing key certification, etc.), customer appreciation or closing a sale, frame the rationalization for the event around a business purpose.

Know the audience and their triggers.

You have a clear picture of the event, who will be there and what it will mean to your team. Have you put yourself in the shoes of the person to whom you’re pitching? Think about his or her daily frustrations, objectives and pressures. Can you frame the benefits in a way that touches on their work? At the very least convey that you understand their position and that you have done your homework to remove risk and assure ROI.

Which means budgets should be first and foremost in your thinking.

We work in an era when money talks, and every strata of an organization is listening. Have a clear sense of the exposure associated with the event (don’t worry, 54 can help), as well as a demonstrable value in the business objective. What is it worth to retain (or hire) a key employee and his book of business? What’s the long-term potential of a favored customer? Have your numbers in order — what’s the outlay, and what’s the expected return.

Lean on expertise.

No need to shoulder the entire burden. Your event partner (that would be us, your friends at 54) can be indispensable in this process. We not only button up the numbers ahead of the event, but our 360° Approach lays out the event strategy, location, guest list, event execution and follow-up within the context of your business objectives. We can even tailor our post-event follow-up to track and measure the impact. So you, and the decision makers you answer to, know the real value of your event.

We’re here to help, counsel and guide you at any stage of your pitch.

No.21 Property map for guests created.
No.32 Bathroom amenities prepped and placed.
No.41 Stadium maps delivered.
No.53 Event’s “items prohibited” list obtained.
No.37 Translators vetted, hired.
No.07 Local hospitals/urgent care identified.
No.51 Umbrellas/rain gear checked.
No.15 Taxes, gratuities, service fees tallied and paid.
No.17 Guests’ likes/dislikes recorded.
No.33 Home amenities prepped and placed.
No.16 Traffic patterns studied, logged.
No.29 Boats chartered.
No.10 Event walk-through performed.
No.43 Aircraft seating preferences confirmed.
No.42 All deposits made.
No.01 All vehicles fueled and serviced.
No.18 Hunting/fishing guides vetted, hired.
No.25 Homes inspected for cleanliness.
No.23 Golf pairings made.
No.26 TV guides/local channels logged.
No.48 Meeting spaces identified, inspected.
No.22 Golf clubs/guns rented.
No.05 All event tickets purchased.
No.24 Local food/restaurants identified.
No.36 Photographers hired.
No.06 Flight info/arrival/departure monitored.
No.50 Extra device chargers acquired.
No.30 Tours and guides vetted, confirmed.
No.34 Luggage tags confirmed.
No.03 Chefs vetted and secured.
No.39 Hunting/fishing forecasts checked/licenses purchased.
No.35 Luggage transfer protocols confirmed.
No.11 Wi-Fi availability/log-in directions confirmed.
No.09 Weather forecast checked, proper gear secured.
No.49 Reception halls booked.
No.28 Preferred beverages ordered.
No.13 Talent booked, arrival time confirmed.
No.54 Event dress code noted, communicated.
No.08 Guests’ food allergies documented.
No.20 Parking and passes secured.
No.12 Drivers interviewed, vetted.
No.02 Lodging standards verified.
No.27 Community/hotel entrance codes tested.
No.31 Linens inspected.
No.47 Staff uniforms delivered.
No.45 Emergency air services researched.
No.38 Child services/nannies vetted, hired.
No.44 Tailgate party locations confirmed.
No.40 Pick-up/drop-off locations scouted, confirmed.
No.14 Agenda/itineraries double-checked, mailed.
No.04 Dinner reservations confirmed.
No.19 Security team vetted, in place.
No.46 Extra sunblock ordered.
No.52 Handicap access located, verified.