Planning a Customer Event


Benefits:

 

The Process:

 

Getting Started:


1. First, give yourself plenty of time to plan – typically 2-3 months in advance of the event date.  It is also important to determine the desired outcome at the beginning of the project planning process to stay on track. Success can be measured in multiple ways, such as sales generated in a specific period of time, your ROI, number of attendees, sales closed at the event itself, or an increase in your customer satisfaction rating.

2. Create a project plan, schedule out activities using the "t-" (time to event countdown) approach. Start with activities with the longest lead time – such as securing meeting space, catering, arranging security, ordering give-away items, etc.  Using an event template may be helpful; following is an example:

Event Timeline Activities Completion Date
3 months prior  (T-90)

Decide on event objectives

Establish budget

Determine topics/theme

Define and plan direct marketing activity

Secure meeting room, catering services, etc.

 
2 months prior (T-60)

Select and order giveaways, prizes, brochures

Determine event staff

Plan, write and design marketing collateral

Publish show information on your website & email signature

Send meeting invitations 

  
1 month prior (T-30)

Send event reminders

Engage in telemarketing

Finalize all event materials and arrange shipment to venue

 
1 week prior (T-7)

Confirm that all packages have arrived

Confirm presenters will be ready

Confirm travel & catering plans

Conduct a pre-show meeting with staff

Confirm attendees

  
Day of event

Confirm A/V equipment is functioning

Room set-up is adequate

Attendee packets and name tags are in place

 

  
1 week following (T-7 ) Send thank you notes

Follow-up on attendee requests and to obtain feedback

Evaluate success of the event
 		 

3. Once the event logistics are defined (date, time, location, topics), you can begin aligning resources to facilitate, creating marketing materials and event invitations.

4. Execute a pre-event communication plan – which would include the invitations and a post-event communication plan that would include thank-you notes & following up on requests that surfaced at the event.

5. Evaluate the event - were your goals reached?

Watch the 30-minute recorded web seminar to learn more about how to plan an event using an event template and resources you can leverage to increase your success and reduce your costs when holding a customer event.

To learn more about the Microsoft Dynamics SL Pre-Sales and User Group Event program, click here.