BENG!NY shares it's vision on the real value of events. Here the slides to that presentation. Inderested to hear this vision? Go to the expert panel section at www.bengny.com

1. Events: Creating Value Rob CaptijnStrategy Director BENG!NY

2. Rob Captijn. ► In the industry since 1989. Serving brands on 4 continents from Amsterdam Office. ► Industry innovator, delivering 4 books, countless articles, columns,key notes and lectures. ► Collector of Dutch Best Event Awards. Currently chairman of it’s jury. ► Here to merge the best of 2 industry standards.

3. Holland. ► No, we do not wear wooden shoes to work.

4. Holland. ► No, we do not wear wooden shoes to work. ► Mistrust orange cheese from Holland.

5. Holland. ► No, we do not wear wooden shoes to work. ► Mistrust orange cheese from Holland. ► Yes, drugs are very illegal in the Netherlands too.

6. Holland. ► No, we do not wear wooden shoes to work. ► Mistrust orange cheese from Holland. ► Yes, drugs are very illegal in the Netherlands too. ► No, Dutch girls do not walk the streets topless.

7. Holland. ► No, we do not wear wooden shoes to work. ► Mistrust orange cheese from Holland. ► Yes, drugs are very illegal in the Netherlands too. ► No, Dutch girls do not walk the streets topless. ► All in healthcare coverage is $ 2,000.00 a year.

8. Serving all senses…

9. Serving all senses… ► No other medium touches mind, body and soul more intense than an event.

10. Serving all senses… ► No other medium touches mind, body and soul more intense than an event. ► A great event is designed like a supermarket. It gently pushes you towards check out.

11. Serving all senses… ► No other medium touches mind, body and soul more intense than an event. ► A great event is designed like a supermarket. It gently pushes you towards check out. ► In terms of cost per contact, an event is the most expensive medium of all. Choose your arms right.

12. Serving all senses… ► No other medium touches mind, body and soul more intense than an event. ► A great event is designed like a supermarket. It gently pushes you towards check out. ► In terms of cost per contact, an event is the most expensive medium of all. Choose your arms right. ► If Frank Gehry was driven by cost reduction and profit optimization alone, the world would be a much uglier place.

13. Delivering value.

14. Delivering value. ► Organizing has become a commodity. It is hardly a USP anymore.

15. Delivering value. ► Organizing has become a commodity. It is hardly a USP anymore. ► Real ROI comes from better strategies, sharper concepts and smarter integration.

16. Delivering value. ► Organizing has become a commodity. It is hardly a USP anymore. ► Real ROI comes from better strategies, sharper concepts and smarter integration. ► What great events deliver: brand awareness, preference, sales, satisfaction and loyalty.

17. Delivering value. ► Organizing has become a commodity. It is hardly a USP anymore. ► Real ROI comes from better strategies, sharper concepts and smarter integration. ► What great events deliver: brand awareness, preference, sales, satisfaction and loyalty. ► Stop thinking like a purchase department. Start creating true value.

23. Stop wasting money.

24. Stop wasting money. ► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents…

25. Stop wasting money. ► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention.

26. Stop wasting money. ► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention. ► The budget: determine per prospect/client group, what their development is worth to the company.

27. Stop wasting money. ► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention. ► The budget: determine per prospect/client group, what their development is worth to the company. ► Optimize your prospect and client contacts. In form, frequency and relevance.

28. Stop wasting money. ► From every marketing dollar 50 cents gets lost. If only you knew which 50 cents… Invest in new clients, their growth or retention. ► The budget: determine per prospect/client group, what their development is worth to the company. ► Optimize your prospect and client contacts. In form, frequency and relevance. ► Each contact should be valuable and bring prospects and clients to the next level.

29. To really make a BENG!

30. 1. Story telling selling

31. 1. Story telling selling ► Set clear goals.

32. 1. Story telling selling ► Set clear goals. ► Map target group perception of these goals.

33. 1. Story telling selling ► Set clear goals. ► Map target group perception of these goals. ► Define convincing arguments

34. 1. Story telling selling ► Set clear goals. ► Map target group perception of these goals. ► Define convincing arguments ► Wrap these arguments in brand values.

35. 1. Story telling selling ► Set clear goals. ► Map target group perception of these goals. ► Define convincing arguments ► Wrap these arguments in brand values. ► Make “row 4 seat 2” understand how to contribute.

36. 1. Story telling selling ► Set clear goals. ► Map target group perception of these goals. ► Define convincing arguments. ► Wrap these arguments in brand values. ► Make “row 4 seat 2” understand how to contribute. ► Be authentic, honest, inspiring and fun.

37. 2. The rationale of creativity

38. 2. The rationale of creativity ► Base your creativity on brand values.

39. 2. The rationale of creativity ► Base your creativity on brand values. ► Audience should be pulled out of “safety zone”.

40. 2. The rationale of creativity ► Base your creativity on brand values. ► Audience should be pulled out of “safety zone”. ► Motivate each conceptual element’s relevance.

41. 2. The rationale of creativity ► Base your creativity on brand values. ► Audience should be pulled out of “safety zone”. ► Motivate each conceptual element’s relevance. ► All elements form “chain gang” towards checkout.

42. 2. The rationale of creativity ► Base your creativity on brand values. ► Audience should be pulled out of “safety zone”. ► Motivate each conceptual element’s relevance. ► All elements form “chain gang” towards checkout. ► Reality check: is the audience showing up for your story or your creative “incentive”?

43. 3. Content Management.

44. 3. Content Management. ► Minimize monologues. Make your audience see, hear, feel, smell & taste your story.

45. 3. Content Management. ► Minimize monologues. Make your audience see, hear, feel, smell & taste your story. ► Make content valuable to each individual.

46. 3. Content Management. ► Minimize monologues. Make your audience see, hear, feel, smell & taste your story. ► Make content valuable to each individual. ► Make call to action feel like the logical/right thing to do. Create the opportunity to act.

47. 3. Content Management. ► Minimize monologues. Make your audience see, hear, feel, smell & taste your story. ► Make content valuable to each individual. ► Make call to action feel like the logical/right thing to do. Create the opportunity to act. ► Interact, interact, interact!

48. 4. Buzz and Interaction

49. 4. Buzz and Interaction ► Create a valuable social network around the event.

50. 4. Buzz and Interaction ► Create a valuable social network around the event. ► Create a great mobile experience.

51. 4. Buzz and Interaction ► Create a valuable social network around the event. ► Create a great mobile experience. ► Use Twitter editors for live interaction.

52. 4. Buzz and Interaction ► Create a valuable social network around the event. ► Create a great mobile experience. ► Use Twitter editors for live interaction. ► Share/stream your content.

53. 4. Buzz and Interaction ► Create a valuable social network around the event. ► Create a great mobile experience. ► Use Twitter editors for live interaction. ► Share/stream your content. ► Stimulate comments, ratings and discussions.

54. 5. Evaluation.

55. 5. Evaluation. ► Evaluate and adjust every step of the way.

56. 5. Evaluation. ► Evaluate and adjust every step of the way. ► Avoid social desirability. Get real answers.

57. 5. Evaluation. ► Evaluate and adjust every step of the way. ► Avoid social desirability. Get real answers. ► Find out if the event was really valuable.

58. 5. Evaluation. ► Evaluate and adjust every step of the way. ► Avoid social desirability. Get real answers. ► Find out if the event was really valuable. ► Track and evaluate direct results.

59. In Conclusion...

60. In Conclusion... ► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective.

61. In Conclusion... ► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. ► It is the mother of all social media. At some point web and cell need to cross over to the real world.

62. In Conclusion... ► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. ► It is the mother of all social media. At some point web and cell need to cross over to the real world. ► A lot of it’s potential is still unused.

63. In Conclusion... ► An event is a powerful weapon. Handle it with precision and it will be breathtakingly effective. ► It is the mother of all social media. At some point web and cell need to cross over to the real world. ► A lot of it’s potential is still unused. ► So start creating value today!

64. www.bengny.com