Retail Event Planning

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

Are you an Old‑School Event Marketer or a New‑School Event Marketer? Old‑School: - “Bigger booth, bigger budget” = strategy - Swag splurges & steak‑house dinners with zero ROI math - Measures success by registrations instead of pipeline - Treats the conference as a one‑day stunt, then closes the spreadsheet - No persona segmentation, same agenda for prospects, customers, & partners - Relies on badge scans, fishbowls, and luck for lead capture - Ignores virtual or hybrid formats (“We’re an in‑person company!”) - Engagement stops when the lights go off, no post‑event nurture track - Decisions made on gut feel, not unit economics or understanding the P&L New‑School: - Begins with ICP clarity and a revenue‑backwards event brief - Maps the entire attendee journey: pre‑event teasers → in‑event moments → post‑event campaigns - Uses AI for smart matchmaking, personalized agendas, on‑site coaching, and post‑show enrichment - Integrates every touch into CRM & RevOps dashboards: CAC, payback, influenced ARR, CLTV - Collaborates with Sales & CS to find expansion opps with customers, not just hand-offs - Blends formats: micro‑webinars, community roundtables, regional pop‑ups, to lower CAC and widen reach - Scores success on quality meetings, pipeline velocity, and expansion revenue - Runs Calendar & Capacity tests to right‑size staffing before adding headcount - Partners with the CFO, budget tied to strategic KPIs, not vanity metrics - Knows why the event hit (or missed) the number and evolves assumptions quarter‑to‑quarter Event marketers can’t win on their own. The best know how to involve each team throughout the process. It’s not just execution. It’s communication, evaluation, and impact. In conclusion, new-school event marketers are strategy partners. Not task rabbits. New-School event marketers pick modern event tech. Check out Accelevents --> https://hubs.la/Q03fjrP30

According to Bain & Company, people were willing to pay a +12% premium for sustainability-marketed products in 2023. For years, not implementing sustainable solutions into events have been cited with concerns around cost, which is hurting the industry's ability to innovate and frankly, are not entirely accurate. ➡️ if events choose plant-based menus over beef, costs are cut significantly. ➡️ if events cut down on unnecessary design elements + consumption, costs are cut significantly. ➡️ if the event is hosted locally and/or virtually, costs can be cut in various ways. to name a few. And...any of the above can enable budget for services such as composting, which, in 2024, should be standard operating procedure for venues + caterers, anyway. Next, do compostable disposables cost more than plastic? yes, and... 🛑 compostable disposables live in landfill for 200+ years if not properly industrially composted. 🛑 plastic lives in landfill for 400+ years, if not recycled properly (black plastic is unable to be recycled, ever, at this current juncture). One solution? use extra budget freed up from your plant-based menus and limited consumption to incorporate real equipment (china, flatware, glassware, etc.) and staff to support the washing of these elements, instead. How to make a case that the 12% premium go to your event budget? Paint the long term picture of increased employee retention, better attendee engagement, brand reputation and positive event associations aligned with consciously prioritizing sustainability to your client, boss, agency, etc. Even for those still only analyzing outcomes through the lens of revenue, these are all the historic signifiers of long term success, not short term gains. Prioritizing longevity requires sustainable innovation; whatever business or position you are in. #eventsofpurpose #sustainableeventstrategy

Steal our event playbook to drive a 7x ROI on events. Events are a critical part of our GTM at Brij. Why? They cut through the noise, and are an efficient way to see and build credibility with multiple stakeholders in your business. If I were to guess, National Retail Federation will dramatically outpace that average. What works so well? 1. Preparation is critical We’re starting outreach weeks if not months before the events. We’re pulling lists and scraping LinkedIn to see who is speaking and who is attending. Outreach comes from every channel, email & LinkedIn…but especially LinkedIn. 2. Connect with Partners We’re pinging all of our partners to understand who is attending, who is hosting, and how we can collaborate. Partners are such a rich part of this ecosystem and building those relationships is critically important to our success. 3. Host something around the event This time, it was a coffee. Sometimes we do dinners. Other times we’re being a bit more creative. Hosting an event allows you to extend an invite to prospects where you can “give”… instead of just effectively asking to let them sell to you. I can’t stress enough how important it is to lead with giving. 4. Schedule check ins with customers Events are just as important to meet with and strengthen relationships with existing customers. This is a great opportunity to find out what is next for them, get any feedback, and 5. Take detailed notes You are meeting hundreds of people in such a short period of time. It’s easy for conversations to slip you mind. I’m taking detailed notes of every conversation in my apple notes - and pairing it with a selfie that I take with someone. 6. Rigorous follow up This is absolutely key. All of those amazing conversations are meaningless without follow up. And don’t stop at just one ping - people are busy catching up on their jobs. Follow up immediately…and then follow up again. The TLDR: - Prepare  - Outreach - Host - Follow up This has been such a successful playbook for us. A few highlights from NRF: Catching up with friends, founders, customers, partners & investors: Rachel ten Brink, Grace Gould, Michael Ludwig, Nate Rosen, Nancy Gurd, Jess Cervellon, Shane Pittson, Michael True, Andy Cloyd, Zena A., Laura Colagrande, Conner Sherline, Neal Goyal, Aman Advani Megan Blissick Theresa Cowing Meredith Glansberg, Gina Lombardo, Arturo Rodriguez, Rishabh Jain, Sarah Nesheim, Jeff Magill PS - check out the behind the scenes snap 📷 of our every own Sarah Davidson being interviewed. Being honored for the RETHINK Retail award & celebrating alongside some incredible individuals in the industry — special shout outs to Melissa Minkow, David Polinchock, Melissa Tatoris, Nancy Rhodes, Laura Meyer, Dianna Antlocer #NRF #Events

WANT CUSTOMER DELIGHT? GO THE EXTRA INCH, NOT THE EXTRA MILE In a world where companies strive to “go the extra mile” for their customers, I propose a counterintuitive thought: You don’t need to go a mile. You just need to go an inch. The smallest, low-cost gestures can have a massive impact on customers, turning ordinary transactions into memorable experiences. The secret - search for the asymmetry between cost and impact. Going the extra inch requires minimal effort and often costs next to nothing. It could be a handwritten note, a smile, a gesture of personal recognition, a small act of kindness. But the effect on customers is profound. It creates emotional connections, fosters loyalty, and makes customers into advocates. The irony - while everyone is busy trying to “go the extra mile,” it is the extra inch that nets you miles of customer loyalty. THE I.N.C.H. FRAMEWORK To master the art of the extra inch, use this simple yet powerful framework: I – Identify Moments of Truth: Look for touchpoints where expectations are neutral or low. These are prime opportunities to surprise and delight. For instance, when I got my car serviced at the Lexus dealership, they washed and vacuumed the car and left a red carnation flower on the dash. I have told more than 10,000 people about the 50-cent carnation. How’s that for ROI? N – Notice the Little Things: Train employees to observe and remember small details about customers—preferences, moods, or special occasions. At the Oberoi Hotel in Mumbai, I asked for a memory foam pillow. Every time I stay there, they put a memory foam pillow on my bed. C – Customize the Experience: Personalize the interaction or gesture. Even the smallest customization can create a huge emotional impact. At Chewy, when a customer returned dog food after their pet passed away, they received a condolence card and flowers. It wasn’t about making a sale; it was about showing empathy. H – Humanize the Interaction: Move beyond scripted conversations. Authenticity and empathy resonate more than robotic efficiency. At Café Lucci, our favorite Italian restaurant in Chicago, the valet, the server, and the owner Bobby - all know us, know our kids, and always ask about the family. We are customers for life! In the race to “go the extra mile,” it’s easy to overlook the power of the extra inch. The secret to exceptional customer service isn’t grand gestures or expensive perks—it’s the tiny, thoughtful actions that leave a lasting impression. Going the extra inch is about mastering the art of the unexpected. It’s about creating emotional connections through small acts of kindness and thoughtfulness. So, the next time you think about how to delight a customer, remember: You don’t have to go the extra mile. Just go the extra inch. You will get miles of loyalty. #Marketing #CustomerExperience #Loyalty #Advocacy

I've said it before and I'll say it again... audience acquisition is the HARDEST part of events!! → You can’t control other people’s behavior No matter how compelling the invite, attendees will still flake, double-book, or ghost you entirely. → Everyone is over-scheduled Your target audience is drowning in meetings, travel, and responsibilities, making it tough to carve out time for your event. → Marketing noise overload Your beautifully crafted event invite is buried under hundreds of emails, LinkedIn DMs, and Slack notifications. → Budget constraints Your audience might love to attend, but travel costs, registration fees, or internal budget approvals can be deal-breakers. →  It’s a long conversion game Getting someone from awareness → interest → registration → attendance takes multiple touchpoints (more than 21 now!), and most event teams don’t have enough runway to nurture that journey. → Corporate red tape Many B2B attendees need manager approval to attend, and if their boss doesn’t see the value fast enough (or believes they can't meet their work deadlines if they go), they’re not coming. → Time zones and geography What’s convenient for one audience is a logistical nightmare for another, making global attendance tough. → Lack of immediate ROI If attendees don’t see a clear, urgent reason to attend (what’s in it for them right now?), they’ll pass. → You’re competing with “doing nothing” Sometimes, the biggest competitor isn’t another event - it’s the sheer allure of not attending anything at all. So what do you do? ➡ Leverage community & advocates People trust people more than marketing. Equip past attendees, speakers, and industry influencers with easy-to-share content and incentives to spread the word. Consider referral programs, social media challenges, or exclusive perks for those who bring a friend. Gleanin can help with this. ➡ Personalize your outreach Mass emails and generic ads won’t cut through the noise (even if they DO make it into the real inbox and not the promo folder). Use segmented messaging based on attendee type (VIPs, first-timers, decision-makers, etc.) and lean into personalized outreach via video invites, direct DMs, or targeted LinkedIn campaigns. Learn the ropes from GURU Media Hub. ➡ Make registration frictionless If your sign-up process takes more than a minute or two, you’re losing people. One-click registration, mobile-friendly pages, and auto-filling forms help. Swoogo can help with this. ➡ Follow up like a human Don’t assume “registered” means “attending.” Keep them engaged with pre-event touchpoints (speaker teasers, or a “what to expect” email written like a friend, not a corporate entity). And always give them an easy way to add it to their calendar. Concierge can help with SMS messaging. -------------------- Need other suggestions? That's what Club Ichi is for! Get advice, ideas, and a little group therapy on the Inside. Get in here: www.weareichi.com

And I'm back with more "Drake's Takes"! 😜 Today's Field Marketing PRO TIPS are on: Hosting events on a budget 👉 Remember to focus on the goal of your attendees.... to network with other likeminded peers in the industry! 👈 You might be surprised to know that most companies allocate as much as 20% of their marketing budget towards field & event marketing. But this can vary from company to company, depending on your ICP and company goals. Sometimes your budget may be limited, especially in the beginning when you're proving ROI. Planning an event on a tight budget might feel daunting, but with the right strategies, you can make a big impact without breaking the bank. Here are a few practical tips to host memorable events while keeping costs in check: 1️⃣ Know Your Goals: Define what success looks like. Understanding your objectives will help you prioritize spending. Your team goal is to drive net-new prospects, and move open opportunities to closed-won. But also consider the goal of the attendee. Why are they coming to your event? It's to network with their peers! What environment are you creating to allow for organic conversation? 2️⃣ Budget Smartly: Your event schedule should be planned a quarter in advance so that you can allocate a set amount of your budget to specific events. Then for each event, break it down into key categories like venue, F&B, employee T&E and swag, etc. Pro tip: Always include a contingency fund (~5%) for the unexpected! 3️⃣ Consolidate Vendors: Venues offering in-house catering, A/V, and décor often save time and money. (Similarly, using one tech platform for registrations, reminder emails, and analytics can streamline efforts.) Pro tip: Keep it LOCAL, and stay in contact with vendors you've successfully used before in each city and collaborate each time you're in that city to keep costs low. 4️⃣ Leverage Partnerships: Collaborate with other tech partners, industry communities, or local businesses to cross-market or co-host. This reduces costs and boosts attendance as you're both inviting your target ICP. 5️⃣ Focus on ROI: Track metrics like leads, total attendance and NPS engagement to evaluate success and improve for future events. But more importantly track your ROI through robust Salesforce reports to keep an eye on open pipeline and closed-won opportunities that came from your event. And be transparent about the results! If it was successful, host it again. If it wasn't, then reassess. Finally, flexibility and creativity are your best assets. From negotiating with vendors to rethinking must-haves, a resourceful approach can turn constraints into opportunities. In the end it's about creating an organic environment for conversation, so your attendees can get to know one another and build their community. This keeps them coming back for more! Field Marketers, what’s your go-to tip for hosting events on a budget? Share below! 👇 #FieldMarketing #EventProTips #DrakesTakes

How to create a successful timeline to design and build a Trade Show Booth 💡 Lots of folks being new to our #tradeshow industry in the past few years, so I wanted to share a timeline that we created at BlueHive Exhibits to help our clients manage this process. 💪 This can even be a successful reminder for even the most seasoned #eventprofs. We find that many people don't leave enough time to pull it all together ... Hopefully this helps! ⏩ Start with the show date, and then back up 16 weeks...yes, 4 months for an average sized project (20x20/ 400 sq. ft.) some take less, and some take more...for the sake of simplicity, this is a good average. ☑ 16 Weeks Out: Initial Discovery Call: Start with a call to understand your goals, audience, and expectations. BUDGET... you need to know what you have to work with, & what that includes! (IE. all in # or booth creation only?) Initial Design Concepts: Develop preliminary design ideas based on your objectives. ☑ 14 Weeks Out: Concept Development- Gather feedback on the initial designs to refine and improve. Revised Design Concepts: Update the designs based on client input. ☑ 12 Weeks Out: Final Concept and Pricing Presented: Finalize the design and agree on pricing. It is normal that a deposit is needed to commence production... a customized prototype that fits your brand is being created for you. ☑ 10 Weeks Out: Engineering Launch: CAD takes the agreed upon design , considering intent, and the reality of how things will stand, pack away and be set up on site. ☑ 8 Weeks Out: Production Launch- CAD/ construction plans are shared with production team, plans are set to build components. ☑ 6 Weeks Out: Client artwork due. Obtain approval for the final artwork from the client which is presented in flattened graphic elevations. ☑ 3 Weeks Out: Exhibit Preview: Provide a preview of the exhibit to the client for any last-minute adjustments, test fit and layouts confirmed. ☑ 2 Weeks Out: Final Balance Due: Ensure the final payment is settled. Ship Date: booth to be shipped to the event location. ☑ 2 to 3 Days Out: Set Up: Assemble the booth at the trade show venue. Lots of hands touch these projects, communication is key! 🎯 Show Date: Event Day...Game On! Engage with attendees, showcase your brand, and make the most of the event. Following this timeline will help streamline the creation of your booth, ensuring every detail is handled efficiently. Proper planning and execution will lead to a successful event, helping you achieve your marketing and sales goals....and do so with less stress! #EventMarketing #BoothDesign #Exhibition #EventPlanning #tradeshows, #MarketingStrategy #BrandAwareness #TradeShowSuccess #MarketingEvents #ExhibitDesign When you work with us, we will customize to your specific project and needs. Many factors can affect the timelines. Just a heads up, for shows in Jan 2025...you should be starting to work on them now! DM me, consultations are free and we are happy to talk!

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬