corporate meetings_paul salinger
DESCRIPTION
Top corporate meeting planners explain how their major meetings have evolved to become more deeply integrated with company CRM systems, and with strategic sales and development objectives, and have become powerful tools for creating engaged communities of internal and external stakeholders, both during and away from the events themselves. These major changes are profoundly transforming the requirements of corporate events and planners in ways that all suppliers need to understand if they are to be effective partners and suppliers of meeting services.TRANSCRIPT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
Modern Event Marketing: Evolving Corporate Events
Paul Salinger Vice President
Oracle Marketing November 3, 2014
2 | © 2013 Oracle Corporation – Proprietary and Confidential
Marketing Every Day
Marketing Interactions
Marketing Impressions
2,016,516
688,734,615
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Event Reach
• 82% of won revenue touched by events 19% YoY
• 25% Fewer (-46 days) days to close with event in the Sales Cycle
• 93% Increase in average deal size with event ($247K) vs. without ($128K)
• Executive Events deliver 24% larger deal value ($306K vs. $246K all Event types)
8,341 Events Globally; 744,014 Event Registrants
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Modern Event Marketing at Oracle
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Be Global Be Visible Be Engaging
Be Scientific Be Memorable Customer-Focus
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Global Alignment & Accountability
#2: Persona & Messaging #1: Sales Play
#5: Projected vs. Actual Results #3: Content Audit via Journey Mapping #4: Integrated Marketing Mix
• Marketing Leadership team (4 Regions + HQ Teams)
• Global Initiatives / Sales Plays Budgeting & Planning
• Execution Efficiency & Transparency
• Ongoing Oversight & Reporting
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Creating Buzz at Major Third-Party Events
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Example: National Retail Federation Conference , New York City, January
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Advertising Event Halos: “Painting the Town Red” NAS EVENTS
IBM Impact, Las Vegas NRF, New York City
DIA, Boston HIMSS, Orlando
Cloud Expo East, NYC HR Tech, Las Vegas
SHRM, Chicago DistribuTECH, San Antonio
Gartner Data Center Conference, Las Vegas
Gartner Application Architecture, Development &
Integration Summit, Las Vegas
EMEA EVENTS
Sibos, Dubai Mobile World Congress, Barcelona
Gitex, Dubai Cloud Computing Forum, London
LAD EVENTS
Futurecom, Rio de Janeiro CIAB, Sao Paulo Gitex
Dubai
Sibos
Dubai HR Tech
Las Vegas
NRF
New York
Futurecom
Rio de Janeiro
CIAB
Sao Paulo
SHRM
Chicago
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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Creating Buzz: The Power of PR & Events
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For Larry Ellison’s Oracle, the Cloud
Beckons
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
From an “Event” to a Conversation
• Goals:
– Enhance Mark’s brand online and in his social channels • Twitter: @MarkHurd
• Mark’s LinkedIn blog
• Mark’s YouTube channel
• MarkHurd.com
– Extend interest in Mark’s keynote – and OpenWorld -- over 6 weeks
– Steal thunder from / dampen interest in Dreamforce
• Strategy:
– Using topics from Mark’s OOW keynote, drive engagement via his social channels
• Blog posts, social posts, video blogs, slides, photos, and graphics
– Amplify visibility with cross-promotion on relevant web properties
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
The Channels
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YouTube
Tumblr
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The Implementation:
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Creating Memories: Experiences Money Can’t Buy
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SF Giants
Golden State Warriors
Porcupine Creek
America’s Cup
Team Oracle
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Oracle OpenWorld 2014
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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Modern Marketing: From First-Touch to Sales-Ready
Reporting
Win Convert
Profile
Customer
Digital Body Language
CXD
Profile
Chat
Social Media
Engagement
A1
Sales
Qualify
Call
Events
Offers
Content
Eloqua
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Customer Satisfaction: Event Marketing Role Ability to Influence Across the Customer Lifecycle
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Oracle Brand Value: +11 Spots, +139% in 10 Years
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#25
#5
#4
#17
Not Qualified
FLAT #77
#14
#16 +2 Spots Over 2013 +8% in Brand Value
2014 Interbrand Best Global Brands October 9, 2014
