The Run of Show Week | Behind The Scenes

Hello everyone! Welcome to the second edition of Behind the Scenes. To new readers, every week we unpack what goes behind the scenes as we plan our biggest ever product launch of 2023.

Welcome to the Run of Show week! 

This week is all about the agenda, speakers, and promotion plans.

This phase is as critical as the Kickoff week. The event and messaging briefs from week one are the foundation for this week’s activities.

Run of Show

The most important thing to nail down is the agenda along with the number of sessions and duration. This helps us put together a list of potential speakers and start the reach outs at once.

The agenda is built around the theme of the event. The duration of the event depends heavily on what we want to achieve from an experience and content consumption standpoint. What are the must-have sessions? How can we create value and give the audience actionable takeaways? We then work on building themes, takeaways, and titles for each session.

We enlist ChatGPT to help us with session titles. What do you use ChatGPT for when planning your event?

Once we’ve decided on the session structure, the speaker discovery and outreach begins. There are TWO essential elements while selecting speakers that we keep in mind.

• Speaker Experience - Have they spoken at events or podcasts before? Do they bring great energy and enthusiasm to keep the talks engaging and informative at the same time?
• Subject Matter Expertise - Do they have the experience and operational knowledge to speak to the topic? Are they capable of curating a session that will leave the audience with valuable knowledge that will benefit them personally and professionally?

While reaching out to speakers, it’s essential to value and respect their time. Give them all the information they need to make a decision in a concise and consumable format. A number of factors will help you get to yes/no quickly including topic, date and time, effort required, and target audience. The quicker you confirm your speakers, the quicker your assets and promotions can be updated.

We chart a weekly promotional and distribution strategy covering the entire month leading up to the event. It involves a variety of channels, but employee advocacy is one of the most important. We at Airmeet believe in a people-first GTM strategy, which starts with getting our colleagues excited about the launch event and encouraging them to share it with their contacts. We put together a Tiger Team comprising selected social media champions across multiple teams to help us spread the word about the event. 

Get the registrations rolling in!

We work closely with the content and design team to get our landing page up and running. Take a look and join us on June 1, 2023, at 9 AM PT to check out how our new launch will help B2B marketers rethink their approach towards personalization and pipeline.

The next step is to ensure that the three-way connection between the registration form, our CRM, and Airmeet works perfectly. Airmeet’s native integration with all the leading CRMs makes this process seamless and easy for us. 

We set up Slack integration to keep our team updated on the registrations rolling in and boost overall team morale.

The beautiful emails that attendees receive once they register are built out on Airmeet’s email builder. We configure all the necessary registration confirmation and reminder emails set up and ready to go well ahead of the event.

And since we like to stay ahead of the game, we plan ahead for Week 3 which is when we go full swing on promotion with a secret sauce. More on that next week.

Until the next edition,

Sumithra and Kabir