Creating Sales-Driven Events

Creating Sales-Driven
Marketing Events
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TAHSA ANNUAL MEETING AND TRADE SHOW
SESSION 2F
MAY 23, 2:00 – 4:00PM
RETIRING BY DESIGN
WWW.RETIRINGBYDESIGN.COM
Goals
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 Be able to develop an annual strategy of event
planning
 Learn compelling ways to promote events
 Event execution: understand how to handle leads
prior to and during the event
 Receive creative and effective event ideas
Develop an Annual Strategy
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JANUARY 2011
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Annual Strategy
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 Determine strategy for the entire year
 Discuss quarterly or semiannually
 Determine why something did or did not work
 Determine:
1) How many events
2) Intended audience (goal of the event) and size
3) Topics – don’t determine topics first
Lead Generation vs. Sales-Conversion
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Three types of events:
1. Lead generation
2. Sales conversion
3. Hybrid of lead generation and sales conversion
Lead Generation Events
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•
•
•
•
The goal is to drive a large number of people into
community
The event should generate new leads and new
exposure to the community
These events are typically 50 or more people
Includes social events and educational events for
the public, social/networking or educational
(CEU’s) events geared toward referral sources, or
any event with the primary goal of generating leads
Example Lead Generation Event
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Taste of Life/Demo Days
Sales Conversion Events
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 Smaller more intimate events
 Existing leads in lead base
 These events could be as few as 5 to as many as 35
people
 Geared toward moving the existing leads closer to
making a decision

Moving prospects through the sales process from cold to warm
– warm to hot – hot to deposit
Example Sales Conversion Event
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Progressive Dinner
Hybrid Lead Generation/Sales Event
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• A hybrid event acts to both generate new leads and
to move existing prospects from one level to the
next.
• Promotion to the existing lead base as well as a
purchased (external) list
• Needs to be both a low barrier of entry but indepth enough about the community to
communicate benefits
• The number of attendees would typically be
between 20 and 50 people
Example Hybrid Event
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Senior University
Compelling Ways to Promote Events
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Components of Successful Promotion
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 Decide how you want to promote the event
 Market
 Methods
 What works for you?
 Compelling with appropriate messaging and various
response vehicles
How to Promote the Event
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• Market – Direct Mail
– To the lead base only?
– To a purchased list?
• Methods
– Supported by print advertising?
–
–
–
–
–
Qualified and unqualified prospects
E-mail campaign/web campaign?
Banner ads?
Landing pages?
Referral event supported by outreach only?
E Newsletter and Landing Page
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Messaging and Response Vehicles
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 The message should be compelling to the market
 Short, clear, concise
 Action driven
 Not condescending
 Accurate to expectations
Messaging and Response Vehicles
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 Direct Mail
 Include a business reply card
 Have an “RSVP by” date
 Is it an event-only piece or does it promote key selling point?
 Examples
Event
Execution
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Three Keys to Successful Execution
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Handling RSVPs
2. Identifying and Qualifying (Hot, Warm, Cold)
3. Maximizing “face time”
1.
Handling RSVPs
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 How does your team handle RSVPs?
 Receptionist takes the name and number/information
 Someone in the sales office takes the name and
number/information
 Someone in the sales office not only takes the information but
also performs discovery prior to the event to determine
interest level, hot buttons, objections, etc.
Identifying and Qualifying
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 Thorough discovery prior to event
 Color coding name tags
 Everyone in your community should be aware of hot leads and
how to interact with them
 Schedule personal tours prior or immediately
following events
Maximizing Face Time
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 Face time allows “selling” to occur
 Touring and staff communication during the event
focus on sales versus mingling
 Set up a registration table for larger events
 Or, for larger events, set up booth with banner ups
and brochures (similar to Expo events)

Staff with a minimum of two people
Other Event Tips
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 Prepare an event checklist
 Count “buying units” when looking at the number of
people attending
 Call 2 days in advance to confirm RSVP
 Data entry into leadbase THAT day before you leave
– while fresh in your head
 Follow up
Post Event Analysis – Measuring Success
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 How many new leads were generated?
 How many existing leads showed renewed interest?
 How many initial tours from existing leads?
 How many retours?
 Leads without communication in last 6 months? One year?
 How many deposits/move-ins?
Top 6 Most Successful Events
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1.
Lead generators
a.
b.
“Lunch and Learn” informational session series
Tends to generate more qualified leads than “educational”
types of events; inform prospects about the benefits of the
community; have 2-3 luncheons in each market area
Home and Garden Tour
Showcasing the activity and vitality of the population – as
well as the physical residences
Top 6 Most Successful Events
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2. Sales Conversion
a.
Resident Panel
Smaller, intimate event where warm and hot prospects
interact one-on-one with residents
b.
Invite 10 to 15 hot/warm prospects to the next resident
outing (symphony, jazz festival, play, trip into a city, etc)
and have marketing pay for the costs
Top 6 Most Successful Events
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3. Hybrid Events
a.
Resident Housewarming Parties
New residents hold small, intimate events that bring in
qualified leads with an existing connection to the
community
b.
Wellness event focused on one of the six dimensions of
wellness (lead generation and warming up existing leads)
Example: “The Role of Angels in Different Religions”
(spiritual wellness)
Thank You!
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KRISTIN KUTAC WARD
LAUREN MESSMER
RETIRING BY DESIGN
WWW.RETIRINGBYDESIGN.COM
TAHSA ANNUAL MEETING AND TRADE SHOW
MONDAY, MAY 23