Strategic Outreach Playbook for Event Management Companies
This strategic outreach playbook guides event management companies on capitalizing on key client milestones and organizational changes. By identifying specific triggers—such as funding rounds, product launches, or anniversaries—the playbook outlines targeted, two-stage follow-up actions, ensuring timely and relevant engagement to convert opportunities into secured event contracts.
Key Takeaways
Target outreach based on specific client organizational triggers.
Initial follow-up must focus on tailored proposals and case studies.
Use data (ROI, success metrics) to validate event management value.
Align event proposals with client growth, expansion, or transition goals.
Second follow-up utilizes soft closes, recaps, and urgency tactics for conversion.
How should event companies approach clients nearing a corporate anniversary?
Target clients nearing a milestone by focusing on celebration and future planning. Present tailored event packages and case studies of similar success, inviting discussion on customizable ideas that honor their history and future vision.
- Initial Follow-Up: Offer tailored milestone event packages; share success case study; invite discussion on customizable ideas.
- Second Follow-Up: Share recap video or event highlights; soft close by discussing next year’s plans; special invitation to preview upcoming events.
What is the best outreach strategy for a new product or service launch?
Outreach for a new product launch must emphasize capability to execute high-impact events maximizing visibility and ROI. Provide a demo of launch event capabilities and a clear ROI study, supported by a practical planning checklist.
- Initial Follow-Up: Demo of launch event capabilities; provide ROI study for launch events; share launch planning checklist/guide.
- Second Follow-Up: Share early launch success story case study; invite to post-launch webinar or panel; request feedback on current launch status.
How can event managers secure business during the offsite planning window?
Securing offsite or all-hands event business requires focusing on team cohesion, logistics, and securing dates early. Provide sample agendas, team-building ideas, and testimonials, followed by a personalized consultation invite to confirm logistics.
- Initial Follow-Up: Sample agenda and team-building ideas; testimonials from other company offsites; personalized consultation invite.
- Second Follow-Up: Provide agenda template or planning checklist; reminder of early booking discounts/availability; engagement check to confirm dates.
Why should event companies target clients after a recent funding round?
A recent funding round signals a need for growth-aligned events that reinforce investor confidence and strategic milestones. Focus on ROI projections for growth events and showcase a portfolio of expansion-related events already executed.
- Initial Follow-Up: Strategy presentation invite for growth-stage event; portfolio of expansion-related events executed; ROI projection for growth-aligned events.
- Second Follow-Up: Share success story of funded client event ROI; planning reminder to secure slots for next quarter; referral request for their network.
What materials are essential when pitching a new office or facility launch event?
When targeting a new facility launch, outreach must showcase success in high-visibility venue openings. Include facility launch event packages, grand opening case studies, and early booking incentives to create urgency.
- Initial Follow-Up: Showcase facility launch event packages; case studies of grand openings managed; early booking incentives and planning calendar.
- Second Follow-Up: Gallery or video from similar facility launch event; “last chance” offer for event date booking; exclusive invite to site tour event.
How can event managers maximize client presence at an upcoming trade show?
To maximize trade show presence, propose integrated side events alongside booth design. Initial outreach should include proposals for booth design, VIP dinners, and a trend report on past attendee engagement to justify a strategy call.
- Initial Follow-Up: Proposals for booth design, side event, VIP dinner; trend report on past attendee engagement; schedule strategy call for trade show maximization.
- Second Follow-Up: Recap of last year’s show outcomes and learnings; VIP dinner or collaborative event invite; cross-promotion opportunities with other sponsors.
What is the focus of outreach for a CSR or sustainability initiative launch?
Outreach for a CSR initiative must align events with corporate values and demonstrate measurable sustainability impact. Present green event planning capabilities, impact metrics, and a case study focusing specifically on sustainability events.
- Initial Follow-Up: Presentation of green event planning & impact metrics; case study focusing on sustainability events; partnership vision and co-branding opportunities.
- Second Follow-Up: Sustainability impact report from past events; invite to green event series or panel discussions; partnership renewal or expansion overview.
How should event companies respond to M&A or rebranding announcements?
M&A or rebranding announcements require sensitive event planning focused on managing internal and external communications. Propose internal launch and rebranding event concepts, supported by success stories detailing previous event impact.
- Initial Follow-Up: Internal launch/rebranding event concepts; success stories on rebranding event impact; invite to exploratory discussion meeting.
- Second Follow-Up: Rebranding event case study; planning tools download / rebranding checklist; appointment setting for integration events.
What is the best way to pitch an employee engagement program refresh?
When an engagement refresh is noted, propose fresh ideas to revitalize recognition and culture. Include innovative event ideas for ceremonies and best practice sharing, demonstrating technological capability through engagement platform demos.
- Initial Follow-Up: Event ideas for recognition ceremonies; best practice sharing from engagement events; demo or Q&A session on engagement platforms.
- Second Follow-Up: Awards ceremony success metrics; new engagement tools or interactive event demos; invitation to pilot new recognition event model.
How can event planning support a new executive transition?
Event planning ensures smooth and positive introductions for new leadership. Focus outreach on event formats specifically designed for leadership introduction, backed by client testimonials on successful executive events and retreats.
- Initial Follow-Up: Event formats for leadership introduction; client testimonials on executive events; invite to plan leadership panels or retreats.
- Second Follow-Up: Leadership event testimonials; custom event proposal template; appointment setting for vision launch event.
How should event companies address client concerns about low event engagement?
Addressing low engagement requires concrete, measurable solutions. Present A/B tested new event strategies and case studies, along with audience feedback tools. Offering a demo of interactive event features directly addresses the core problem.
- Initial Follow-Up: A/B tested new event strategies and case studies; audience feedback tools and methods; demo of interactive event features.
- Second Follow-Up: New engagement strategy resources; “Let’s Discuss How to Boost Participation” call invite; special offer on engagement tech or add-ons.
When is the optimal time to pitch seasonal customer or partner events?
Outreach for seasonal events should focus on relationship building and relevance, initiating contact well in advance. Include a seasonal event calendar, package previews, and early bird pricing to encourage timely booking and confirmation.
- Initial Follow-Up: Seasonal event calendar and package previews; customer spotlight case studies; early bird pricing and booking terms.
- Second Follow-Up: Season-specific campaign results; loyalty/partner program launch invite; calendar marking: confirm holiday event date.
What specialized expertise is needed for events in new international markets?
Expanding internationally demands cultural fluency and global logistical competence. Highlight cultural adaptation capabilities, local event success stories, and an overview of global event logistics to ensure the strategy is localized and compliant.
- Initial Follow-Up: Cultural adaptation and local event success stories; global event logistics and vendor management overview; invite to global expansion planning call.
- Second Follow-Up: Localized event case studies; multilingual marketing assets preview; cultural preparedness webinar invitation.
How can an event company leverage a client's major award nomination or win?
A major award win is a prime opportunity for maximum PR and internal morale. Suggest internal or external recognition events and PR showcases immediately, supported by media success stories and VIP guest management services.
- Initial Follow-Up: Suggest internal/external recognition event or PR showcase; media and press event success stories; VIP guest management services breakdown.
- Second Follow-Up: PR event planning asset pack; award ceremony or gala celebration proposal; “Plan Your Brand Spotlight” consultation.
How do event managers position clients as thought leaders in innovation summits?
For strategic initiatives like innovation summits, position the client as an industry thought leader via event content and format. Offer to bring thought leaders, panels, and workshops, showcasing innovative event formats and keynote case studies.
- Initial Follow-Up: Help position leadership: bring thought leaders, panels, workshops; thought leader and keynote case studies; innovative event formats and panel design.
- Second Follow-Up: Summit highlights video or report; speaker or panelist lineup announcement; early registration invitation / group discounts.
Frequently Asked Questions
What is the primary goal of the initial follow-up in this playbook?
The primary goal is to establish credibility and relevance by offering tailored proposals, sharing successful case studies, and demonstrating specific capabilities related to the client's current trigger event.
How does the playbook address clients experiencing low event engagement?
It addresses low engagement by proposing A/B tested strategies, demonstrating interactive event features, and offering specialized audience feedback tools to ensure measurable participation improvement.
What key information should be included when pitching a product launch event?
Pitches for product launches must include a demonstration of launch event capabilities, a clear ROI study showing past success, and a practical launch planning checklist for immediate value.
Why is timing crucial when targeting clients after a funding round?
Timing is crucial because newly funded companies need immediate strategic event planning to reinforce investor confidence and align events directly with their accelerated growth milestones and expansion goals.
What is the purpose of the 'Second Follow-Up' stage?
The second stage aims to create urgency, secure commitment (soft close), and provide final validation through success metrics, visual assets, or limited-time offers before the client confirms dates.
Related Mind Maps
View AllNo Related Mind Maps Found
We couldn't find any related mind maps at the moment. Check back later or explore our other content.
Explore Mind Maps
