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!
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
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
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
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?!
