share
by Robin Klombers | July 01, 2012
Takeaways

Determine the event's revenue model: Will you seek sponsor funding, attendance fees or both?

Train sponsors and presenters on the digital platform so that they get the most from it.

After the event, debrief with sales and sponsors to find what worked and what didn't.

Document adjustments and improvements you'd like to make, so that you're ready to roll with them for the next event.

read more

The following checklist was created by Robin Klombers, vice president of online event technology provider INXPO.

Content Strategy • Ensure that the content of your hybrid event is well suited to monetization.

• Identify topics that are timely and top-of-mind amongst your target audience.

• Balance your content strategy against your known market of potential sponsors -- or, for a paid model, the likelihood of end users to pay to attend.

• Identify experts and industry thought leaders as potential presenters; consider those who are known and respected by your target audience of attendees and sponsors.

Monetization Strategy • Determine your revenue model: sponsor-funded, paid attendance or a blend of both.

• Identify the specific revenue hooks in your face-to-face and digital event experiences -- what will people most likely pay for?

• Build and test (via internal or industry feedback) sponsor and attendee packages. Ask your platform provider to review these materials as well to ensure they can deliver on your promises.

• Determine whether a package-bundling strategy works for you (e.g., including a virtual booth sponsorship as part of the diamond sponsorship of the face-to-face event).

• Distinguish between the sponsorship packages enough to create a desire to choose a higher-level package (e.g., number of booth staff, special metrics, guaranteed lead numbers, branding throughout the event, etc.).

• Determine the prices for your assorted packages. (Note that, especially for the first event, this will be more art than science.)

Sales Preparation • Publish your hybrid event microsite and registration page as early as possible.

• Build and develop sales collateral for your attendee and/or sponsorship packages. Do not skimp on time, effort or cost, as effective collateral can make or break your hybrid event sales as well as shorten the sales cycle.

• Post versions of your collateral on your hybrid event website/microsite.

• Train your sales team on pitching the value proposition of your hybrid event, rather than focusing in on elements of particular sponsor packages. Invest in a short video to show what you're offering.

• Ask your digital event platform provider to train your sales team on the digital features you're using in your sponsorship packages.

Sales Strategy • Begin selling as early as possible, but not too early; take the time to thoroughly prepare the sales team.

• Ask exhibitors and presenters to sell the event on your behalf (e.g., generate awareness and drive people to the microsite and registration page). Give your sponsors affiliate tags to include in their marketing efforts so that you can track how many attendees they drive to the event; reward them for their efforts.

• After one or two weeks, ask your sales staff what is and isn't working. Adjust as needed.

• Have executives listen in on sales calls, allowing them to hear what the market thinks about your event and its sponsorship packages.