Applied Best Practices - Managing Multi-city Events Flashcards Preview

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Flashcards in Applied Best Practices - Managing Multi-city Events Deck (191):
1

What are keys to success?

Right tools, automation, and measuring metrics.

2

What factors should dictate the timing of an event?

Strategic sales and marketing goals.

3

What's important to keep in mind when choosing an event agenda and topics?

Ensure that they're relevant, and revisit them before rolling out the invitations.

4

Why is it important to monitor registrations?

To make sure you're not registering too many people, or to identify poor participation.

5

What are best practices for reviewing registration with stakeholders, including sales?

Regularly update stakeholders about registration numbers, and assess lead quality of the attendees with Sales

6

Marketers use events to _____, nurture prospects, build brand awareness, expand distribution, strengthen relationships with customers

generate leads

7

Generate leads, _____, build brand awareness, expand distribution, strengthen relationships with customers

nurture prospects

8

Generate leads, nurture prospects, ______, expand distribution, strengthen relationships with customers

build brand awareness

9

Generate leads, nurture prospects, build brand awareness, _____, strengthen relationships with customers

expand distribution

10

Generate leads, nurture prospects, build brand awareness, expand distribution, and _____.

strengthen relationships with customers.

11

The prime expectation for any event is:

Ensuring consistency in delivering value

12

How do you adapt an event to local needs?

Regional language and not scheduled on local holiday

13

What are the three key components used to manage the Road to Revenue multi-city event?

Registration form, campaign canvas, and event module

14

Each city has a hidden field for ___

City

15

When someone registers on one of the city landing pages, what happens?

The city value is passed to the city field on the registration form. The form then creates the registrant in the selected city session.

16

To promote the event and extend Eloqua's reach, the R to R landing pages incorporate _____

Cloud Components.

17

____ are social media elements that allow visitors to engage via social channels.

Cloud Components

18

Some of the benefits of using Cloud Components are _____, increased event awareness without a large investment, and increased marketing productivity.

increased conversions

19

Some of the benefits of using Cloud Components are increased conversions, _____ , and increased marketing productivity.

increased event awareness without a large investment

20

Some of the benefits of using Cloud Components are increased conversions, increased event awareness without a large investment, and _____.

increased marketing productivity

21

Eloqua helps marketers overcome event challenges by _____

automating planning and execution.

22

The R to R campaigns are segmented by ____

city.

23

How can event campaign segments be created?

city, previous lead score, job roles, attendance to previous events.

24

the Campaign Module is responsible to:

Send the invite, check for form submissions, send Still Time and follow-up emails

25

The Event Module:

tracks registrants, deploys confirmations, reminders, and internal notifications.

26

What should the first thing you do be?

Build the Registration Form.

27

True or false: Each city in the R to R tour has its own separate campaign.

True.

28

True or false: Each city in the R to R tour has its own landing page.

True.

29

There's only one registration form. How does it pass different city values?

There's a different city value hidden within each landing page.

30

How is the registrant data stored in the Event module?

As a data card in the appropriate session in the event.

31

____ are scheduled marketing actions performed by Eloqua using automation.

Event Actions

32

Why use the Campaign Canvas to send thank-you emails?

(1) CC can evaluate whether registrants attended an event (2) Access to roll-up campaign reporting for the event.

33

What's the first contact made with prospects in the R to R campaign?

Website or invite email

34

The R to R landing page allows registrants to ______, download the agenda, add the event to their calendar, and email event-related queries to Eloqua.

submit the registration form

35

The R to R landing page allows registrants to submit the registration form, ______, add the event to their calendar, and email event-related queries to Eloqua.

download the agenda

36

The R to R landing page allows registrants to submit the registration form, download the agenda, _____, and email event-related queries to Eloqua.

add the event to their calendar

37

The R to R landing page allows registrants to submit the registration form, download the agenda, add the event to their calendar, and ______.

email event-related queries to Eloqua

38

By _____, marketers can ensure that each registrant consistently receives accurate information.

automating confirmation emails

39

When building your event assets in Eloqua, it is a good idea to create a __

checklist

40

Eloqua recommends the following workflow for an event campaign: (1) _____ (2) Create campaign workflow (3) Create event

Create form and other Eloqua assets

41

Eloqua recommends the following workflow for an event campaign: (1) Create form and other Eloqua assets (2) _____ (3) Create event

Create campaign workflow

42

Eloqua recommends the following workflow for an event campaign: (1) Create form and other Eloqua assets (2) Create campaign workflow (3) ___

Create event

43

All the information gathered from the form will be mapped and saved to the ___

Event fields

44

_____ are an effective way to share info about the event and generate interest within the community

Social media sharing components.

45

What are the 4 elements of a campaign workflow?

Segments, assets, decisions, and actions.

46

All assets must be included on the _ for reporting purposes.

Campaign Canvas

47

What metric is essential to track event registrations and drop-outs and assess event performance?

Form and landing page conversions and visitors

48

Adding a wait step after the last email allows you to...

Change your mind and send one more email.

49

Attendees and no-shows must be . . .

Uploaded into Eloqua after the specified event.

50

The Event Module cannot send...

the original invitation email.

51

The Event Module allows you to: (1) ____, (2) drive more attendees with a series of steps based on Eloqua best practices, and (3) use behavior of recipients and attendees to qualify registrants and prioritize follow-up.

Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, drive more attendees with a series of steps based on Eloqua best practices, and use behavior of recipients and attendees to qualify registrants and prioritize follow-up.

52

The Event Module allows you to: (1) Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, (2) ___, and (3) use behavior of recipients and attendees to qualify registrants and prioritize follow-up.

drive more attendees with a series of steps based on Eloqua best practices,

53

The Event Module allows you to: (1) Reduce setup time by leveraging a repeated sequence of reminder and follow-up emails, (2) drive more attendees with a series of steps based on Eloqua best practices, and (3) ___.

drive more attendees with a series of steps based on Eloqua best practices,

54

The Event Module allows you to manage all event-related assets and campaigns from a single interface and reuse the assets, such as:

forms, emails, and segments.

55

The Event Module allows you to: (1) ____, (2) Populate event session details into emails, and (3) Set up reminder and thank-you emails.

Manage single or multi-session events

56

The Event Module allows you to: (1) Manage single or multi-session events, (2) ____, and (3) Set up reminder and thank-you emails.

Populate event session details into emails

57

The Event Module allows you to: (1) Manage single or multi-session events, (2) Populate event session details into emails, and (3) ____.

Set up reminder and thank-you emails.

58

The Event Module has four sections, including:

Event Overview, Registrant Info, Event Details, Event Actions.

59

An unmapped registrant means...

that data card has not been mapped to a Contact record.

60

Registrant Info section allows you to...

Link a form and map fields, create additional custom fields

61

Each data card set represents...

An individual event.

62

Special fields in the Registrant Info control the way...

Unique registrations are handled.

63

The Registrant Info Special Fields are:

Eloqua Identifier field and the Email ADdress field.

64

If you choose "Use the Email Address Field" in Special Fields, what happens?

You're only allowed one registration per email address.

65

If you choose "Use an Eloqua Identifier" in Special Fields, what happens?

The system generates a unique 16 digit code and allows registrant to register for multiple sessions within the data card set.

66

If you choose "Use select field" in Special Fields, what happens?

Unique registrations are allowed based on the custom field provided in the drop-down list.

67

The ____ section of the Event Module is where you say whether the event is a single or multi-session event.

Event Details

68

The Custom Session information from the Event Details can be merged into....

emails sent to registrants.

69

Standard Event Actions include (1) waitlists, (2) event registrations, and (3) reminder emails.

Waitlists

70

Standard Event Actions include (1) waitlists, (2) ____, and (3) reminder emails.

event registrations

71

Standard Event Actions include (1) waitlists, (2) event registrations, and (3) ______.

reminder emails

72

Advanced Event Actions include (1) ______, (2) modified registrations, (3) event cancellations, (4) post-event reminders.

incomplete registrations

73

Advanced Event Actions include (1) incomplete registrations, (2) ______, (3) event cancellations, (4) post-event reminders.

modified registrations

74

Advanced Event Actions include (1) incomplete registrations, (2) modified registrations, (3) _______, (4) post-event reminders.

event cancellations

75

Advanced Event Actions include (1) incomplete registrations, (2) modified registrations, (3) event cancellations, (4) _____.

post-event reminders

76

Event Actions include processing steps that allow you to configure ____

Actions

77

True or false? After Event Actions are configured, you can enable or disable them at any time.

True

78

In the Registrant Info section, you associate ____ with the event

a form and its fields.

79

In the _____ section, you associate a form and its fields with the event.

Registrant Info

80

You can create, edit, move, or delete ____ from the Registrant Info section.

custom fields

81

As a best practice, fields should be brought into the Registrant Info section from _____

a registration form that you link to the event.

82

The Event Details section includes event-specific information such as ___, location, whether meals are provided, and so on.

date

83

The Event Details section includes event-specific information such as date, ____, whether meals are provided, and so on.

location

84

The Event Details section includes event-specific information such as date, location, ___, and so on.

whether meals are provided

85

Can you create your own fields in Event Details?

Yes.

86

Fields in Event Details can be used to create

event field merges.

87

Event Details are used to create _____ fields.

header fields.

88

Typical R to R events are ___ session events.

single session events.

89

The "Multiple Sessions, organized by" drop-down menu pulls fields from your event fields, which means:

All form fields plus any custom fields.

90

The "Multiple Sessions, organized by" drop-down menu creates a bridge between the registration form, the event, and...

the actual sessions to which a registrant is added.

91

If organizing multiple sessions by "Sessions," what should you do first?

Create a "Sessions" picklist.

92

You add Session from List in the...

Event Details section of the Event module.

93

In the Event Details section of the Events Module, where do you add information such as date, speaker, and time?

Top right of screen > Add Header Fields > Add Standard Event Headers

94

You can reuse an Event by...

Copying and modifying an existing Event

95

What are the two ways people register for events?

Form submissions and uploading.

96

To upload new registrant information, the Events Module provides:

A Registrant Upload Wizard.

97

The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, Summary, and Finished.

Data Source

98

The 6 steps of the Registrant Upload Wizard are: Data Source, ____, Field Mapping, Upload Actions, Summary, and Finished.

Upload Data Source

99

The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, ___, Upload Actions, Summary, and Finished.

Field Mapping

100

The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, _____, Summary, and Finished.

Upload Actions

101

The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, ____, and Finished.

Summary

102

The 6 steps of the Registrant Upload Wizard are: Data Source, Upload Data Source, Field Mapping, Upload Actions, Summary, and ____.

Finished

103

What do you do if you receive an individual registrant's information?

On the menu next to the selected event in the tree view, select "New Registrant"

104

The _____ provides a collection of reports with metrics showing the overall status of the event

Event Dashboard

105

To access the event dashboard..

On the menu next to the selected event in the tree view, click "Event Dashboard"

106

The _____ shows registrants on a map

Event Registrations by Geography

107

The ____ shows the breakdown of different Sessions for the event

Session Overview for Event

108

The ___ shows submissions for the event for selected days in selected time range.

Event Submissions Report

109

True or false: You can export Event Dashboard reports as an image or to Excel.

True

110

True or false: You can customize the date range for Event Dashboard reports.

True.

111

The _______ is an "Additional Report" from the Event Dashboard that shows Data Cards that have been created during a specific time range.

Event Registrations and Contact Data report

112

The _____ shows a listing of all the data cards and data card field values for a specific session in the event.

Event Overview by Session

113

The ____ shows details of the data cards waiting for a particular event.

Event Waiting List report

114

The ___ report shows all the values for a particular event within the data card set for that event.

Data Card Field Values report

115

The _ report shows the percentages for the values specified for a selected Data Card field.

Data Card Field Value Percentages report

116

The ____ report provides a list of the Sessions in the event with all the related Session information, as pulled from the Event Headers.

Event Session Overview report

117

The _____ report shows all the data cards in the data set for the event and their field information.

Event Data report

118

There are ____ Data Card reports

6

119

The _____ report provides data based on the Data Card type.

Data Card Set Type Breakdown report

120

The ___ report allows you to view data within a single Data CArd Set.

Data Card Set Data report

121

Where can you edit an individual Data Card within the Data Card Set?

In the Data Card Set Data report.

122

The ____ report allows you to view individual registrants and registrant data within an Event

Data CArd Set and Contact Data

123

The ____ report allows you to generate a list of all the data cards / registrants on the event waiting list

Data Card Set Waiting List report

124

The ___ report allows you to select a specific data card and see a count for the number of different values on record.

Data Card Field Values report

125

The __ report provides a count of the number of different field values reported as a percentage.

Data Card Field Value percentages report

126

___ allow for tracking of metrics by session

Unique campaigns and landing pages

127

When is the second reminder email sent to the registrants during a Road to Revenue event?

One day prior to the event

128

Which section in the Event Module allows you to link a registrant form to the event?

The Registrant Info section.

129

The objective of the event should be:

SMART

130

What does SMART stand for?

Specific, measurable, achievable, relevant, and timely.

131

For an event to be successful, answer two questions:

1. What's in it for me? 2. What's in it for the participants?

132

To increase event participation, it is important to focus on...

the target audience.

133

What are 3 best practices for scheduling events?

Avoid scheduling at the end of quarters if your segment is Marketing or Sales; avoid scheduling close to your competitors' events.; don't schedule on public holidays.

134

What is a best practice for targeting existing customers?

Through more than one promotional channels.

135

In targeting, what should you focus on?

A single group who you feel would be interested in attending the event.

136

How do you maintain customer interest?

By reinventing or adding new elements each time you conduct the event.

137

As a program leader, set the right example and give opportunities to _

everyone.

138

Encourage team members to...

take ownership of the assigned tasks.

139

3 best practices for formulating agenda content: (1) Standard template for all presentations, (2) _____ (3) Enough time to develop content, and audit for reviews and revisions

Regional language,

140

3 best practices for formulating event content: (1) Standard template for all presentations, (2) Regional language, (3) _____

Enough time to develop content, and audit for reviews and revisions

141

3 best practices for formulating event content: (1) ____, (2) Regional language, (3) Enough time to develop content, and audit for reviews and revisions

Standard template for all presentations

142

As a best practice, try to include ____ as sponsors.

marketing partners

143

Event format includes what?

Multiple sessions running in parallel or single-room sessions with all attendees present.

144

Make sure your event format aligns with...

your event goals and audience preferences.

145

Apart from emails and ads, ____ is one of the best tools to promote an event.

Social media

146

Decide on promotional activities and the medium based on...

whether the target audience is composed of new or existing customers.

147

Things to check when choosing a venue are:

Distance from transit hubs, accommodation facilities, venue capacity

148

Why should you be concerned with accommodation facilities and general amenities?

Because attendees, speakers, and hosts sometimes travel with their families.

149

What's a best practice for planning logistics?

Use a whiteboard to map every detail when designing the attendee experience.

150

When should you create your event follow-up plan?

Well in advance.

151

As a best practice, what should your follow-up email include?

Something of value, and an email address so contacts can reply.

152

To determine if the event objectives were achieved, don't forget it is best practice to do an ____

event evaluation.

153

Some methods that can be used to evaluate an event are: (1) _____, (2) Eloqua reports, (3) Media reports, (4) video recordings, (5) surveys.

direct observation by event organizers

154

Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) _____, (3) Media reports, (4) video recordings, (5) surveys.

Eloqua reports

155

Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) ____, (4) video recordings, (5) surveys.

Media reports

156

Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) Media reports, (4) _____, (5) surveys.

video recordings

157

Some methods that can be used to evaluate an event are: (1) direct observation by event organizers, (2) Eloqua reports, (3) Media reports, (4) video recordings, (5) ___.

surveys

158

Event reporting best practices: (1) ___ (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events

measure & track attendance

159

Event reporting best practices: (1) measure & track attendance (2) _____ (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events

associate attendance with lead scores

160

Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) ____ (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events

regularly share reports

161

Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) ____ (5) generate attendance reports based on segments (6) share only relevant reports (7) generate custom reports for events

collaborate with sales

162

Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) ___ (6) share only relevant reports (7) generate custom reports for events

generate attendance reports based on segments

163

Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) ____ (7) generate custom reports for events

share only relevant reports

164

Event reporting best practices: (1) measure & track attendance (2) associate attendance with lead scores (3) regularly share reports (4) collaborate with sales (5) generate attendance reports based on segments (6) share only relevant reports (7) ___

generate custom reports for events

165

In communication, it's best practice to send emails with an accurate _

agenda

166

It's important to communicate with a ____ touch.

personal touch.

167

Easy ____ options should be offered

registration

168

Before sending emails

test them

169

As a communication best practice after the event,

follow up!

170

Communication also involves coordination between ____

different functions and third-party vendors

171

Best practice is to send a maximum of ___ invitation emails

two

172

Refrain from sending invitations on what days of the week?

Monday and Friday

173

You can personalize emails with a brief introduction about...

the event host.

174

Emails can be segmented based on...

geography, industry, job title, and lead scores.

175

When you provide various registration options, make sure to..

monitor each platform so you don't fail to register any invitees.

176

The follow-up email should be sent when?

Within 24 hours after the event.

177

Multi-city events help marketers to work collaboratively with__

Sales

178

Best practices to engage sales: ____ to allow sales to approach the right lead.

Maintain an attendee list.

179

Best practices to engage sales: Associate event participation with ___

lead scores

180

_____ sets transparency and builds trust between marketing and sales.

Informing and educating sales

181

If sales tends to look at short term gains from an event it might be wise to ____

manage expectations

182

Follow ___ to improve event planning and execution

best practice guidelines

183

What are the five key takeaways from the multi-city event case studies?

Avoid over planning, track registrants, schedule smartly, check local preferences, and collaborate

184

Maintain and adhere to __ to ensure you repeat your success formula.

A checklist of best practices

185

When is the invitation email sent during a Road to Revenue event?

4 weeks before

186

When is the First Reminder email sent during a Road to Revenue event?

1 week before

187

When is the Still Time To Register email sent during a Road to Revenue event?

2 weeks before

188

Marketers' challenges during events are: _____, generate business, assess competitive activity, trump the competition

Measure impact

189

Marketers' challenges during events are: Measure impact, _____, assess competitive activity, trump the competition

generate business

190

Marketers' challenges during events are: Measure impact, generate business, ______, trump the competition

assess competitive activity

191

Marketers' challenges during events are: Measure impact, generate business, assess competitive activity, ______

trump the competition