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Bob Hebeisen * VARbeisen * http://varbeisen.blogspot.com/ * 2011 January 24How to Plan & Execute a Seminar

AgendaSet Your Objectives & StrategiesPlanning The Date, Location, Topic & TimeMarketing & Sales CoordinationMarketing Execution: Registration Form & InvitationSeminar PresentationDay of the Event LogisticsAfter the Event Follow-ThroughResources

Objective: sell ____________________________What constitutes success?# attendees$ salesStrategy: Develop a detailed planCoordinate marketing & sales Execute flawlesslyLeverage the VAR/ISV ecosystem…MarketingSalesTechnical SalesFollow up and sellSet Your Objectives & Strategies

Set the key details ASAP:You cannot begin promotion until these details are locked:Date LocationTopic & TimeSetting the Date: Consult the calendar and back into a seminar date based on your promotion scheduleGive yourself a week to plan the basic logistics and develop promotional materialsAt least 3 emails, 3 weeks of promotionDo not hold events on holiday weeksDo not hold events on Monday or FridayEvent date: Thursday March 3rdA reminder/confirmation email & call campaign a day or 2 before the eventWeekly sales call campaignsPlanning the Date, Location, Topic & TimeToday: planning kickoffFirst email promoSecond email promoThird email promoReminder email + phoneEvent DateFourth email promoPresidents Day

Set the key details ASAP:You cannot begin promotion until these details are locked:DateLocationTopic & TimeSetting the Location:Choose a location that is central and convenient for your prospectsIf you can’t name 10 pipeline accounts within 100 miles of your seminar location then don’t do a seminar. Do lead generation instead.Make sure your facility has the appropriate technical setup (projector, internet if necessary)It is OK to rent a function room at the local Holiday Inn for an end-user audience, but perhaps not for an executive audienceFREE: your own training facility, or a PTC officeA local university, a local country clubPlanning the Date, Location, Topic & Time

Set the key details ASAP:You cannot begin promotion until these details are locked:Date LocationTopic & TimeSetting the Topic & Time:Do a half-day seminar, in the morning People are too busy to take a full day out of the officeYou can plan an optional second half of the day (golf, etc.)Resources for seminar topics: Seminar Materials on the Marketing page of the PTC Partner PortalMarketing Toolkits on the Marketing page of the PTC Partner PortalDon’t necessarily use the title of the sales presentation as the seminar topicShift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learnPlanning the Date, Location, Topic & Time

Where to find it:PTC Partner PortalMarketing pageCreo Marketing ToolkitLook for the Seminar-in-a Box

Marketing – Sales Coordination is perhaps the single most critical factor for success:Planning & goal settingAugmentation of the marketing database with the sales RolodexWeekly status updatesWeekly sales call campaignsTechnical Sales/demoPresentation “dry run”Day-of-event executionPost-event sale follow-throughMarketing & Sales Coordination

Registration form should do the following:Brief copy to promote the seminar topic, date, & timeCapture registration information for you to manageAsk registrants to pre-submit questions on the formSend an automatic confirmation email to the registrant so he knows he is registeredConnect the registrant to an Outlook calendar invitationOutlook calendar invitation should have the topic, date, time, and brief promotional copyLink to Google Maps directionsList any parking optionsA pop-up reminder set for 1 day in advanceCreate it in your Outlook calendar, then save it as an ICS file. Post that file to the web and link to it from your registration confirmation page and/or confirmation emailUse of a ICS file will improve your attendee rate and reduce no-showsThe Registration Form on your Website

Link to the form in all promotions:Email blastsE-newsletterWebsite bannersSales “basho” emails and OFTsTelemarketing/Telesales (vanity URL)Twitter/Facebook/blog postsEtc.Sales: resist the urge to email marketing about contacts who have verbally committed. Failure to take all registrations through the form will make it very difficult to manage the registration list, send reminders to registrants, follow up after the seminar, etc.The Registration Form on your Website

Writing a good Seminar InvitationSell the offer, not the product Convey the value of attendingWhat will they gain from attending?From whom will they learn it?Remove reasons for hesitationWhen & where is it?How do I get there?Is there parking?Will I have to skip a meal?Is it really for me?The Invitation

Writing a good Seminar InvitationA good formula to follow:A compelling subject lineShort opening (You’re invited…)Seminar title, location, date, timeRegister today [link]What you will learn (3 bullets)Presenter biosWho should attendRegister today [link]The Invitation

Email Blast using SharedVueCompose and format your email in MS Word. Print a hard copy.The Invitation

Email Blast using SharedVueCompose and format your email in MS Word. Print a hard copy.Paste the copy into the SharedVue editor using the blank template The Invitation

Email Blast using SharedVueCompose and format your email in MS Word. Print a hard copy.Paste the copy into the SharedVue editor using the blank template Recreate the formatting using SharedVue’s editor controls.Upload the header and/or sidebar graphics, then insert into the layout.Hyperlink to the registration form.The Invitation

OFT EmailPerfect for sales enablement, one-on-one emails from a sales rep to a prospect or customerHow to create one: Compose and format your email using Outlook’s formatting toolsAdd hyperlinks to registration formDelete your signature from the bottomClick “File > Save As” and select the “Outlook Template (*.oft)” file type and save it to your desktop.Attach the OFT file to an email and send it to your sales people. When they double-click the extension it will load as an email from them, perfectly formatted and hyperlinked, ready for them to enter an email address and click “send.”The Invitation

Shift your perspective: It’s not about what you want to sell, it’s about what your sales prospect wants to learnCustomer pain points and questionsBusiness solutionsBenefitsPTC Presentations are available:Marketing page of the PTC Partner Portal: “Seminar Presentations”Creo Seminar-In-A-Box in the Creo Marketing ToolkitTech Sales page of the PTC Partner Portal: “Demo Library”Line up technical resources ASAPTech Sales page of the Partner Portal: “Standard Demo Request Form”3rd Party ValidationCustomer (PTC Performance Partner)AnalystEditor for a local publicationTrade association repProfessor from a local universityEnd with…A next step in the sales engagement (PDPA)A special offer(TLO)The Seminar Presentation

Registration DeskHave it staffed before the seminar and during breaksRegistration list on hand (keep track of who attends and who does not)Preprinted name badges (include some blank badges & a marker for any unregistered walk-ins or messed up names/titles)Handouts:AgendaPrint-out of the presentation deckProduct collateral Business cards of sales staffSatisfaction Survey (final question should be open-ended, a chance for them to ask questions or express their needs)Flyer for special offerHave emergency contact info on hand for:All presenters and event staffFacilities staffA/V supplierCatererThe Day of the Event Logistics

CateringBe sure to have coffee, water, juice, danishes, fresh fruit, etc.Note: be sure to highlight the fact that refreshments will be served on your reminder email/phone campaign – it will reduce the no-show rateDoor prize(s)Include a small gift for every attendee (a t-shirt, a nice pen with logo, a memory stick with a logo)Perhaps raffle a larger prize for one lucky winner (an iPad or other gadget, a free license of software). Conduct the drawing at the end of the event.Tip: Reach out to hardware software partners who might donate a door prize in exchange for a brief sponsor messageNote: be sure to highlight your door prize on your reminder email/phone campaign – it will reduce the no-show rateThe Day of the Event Logistics

“Thank you” email for attendees“Sorry we missed you” email for no-shows (offer to come to their office to present the content)Follow up emails should have some engagement:Related white paperSpecial offer Write up the highlights of the event for your newsletter or blogUpdate your marketing database with any new/changed contactsAfter the Event Follow-Through

VARbeisen blog with VAR marketing tips and strategies: http://varbeisen.blogspot.com/Planning template: Seminar Planning Calendar + Timeline + Checklist: https://docs.google.com/leaf?id=0BwdynuOi-Ji-NTliMjgxMzAtNjQxYy00MjVkLWIyNjEtN2IzOTkxNzdkY2Iy&sort=name&layout=list&num=50Resources

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How to Plan & Execute a Seminar

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