Examples
For more than a decade as the internal Global Events leader for multiple global brands, Michael has led the transformations of very diverse events portfolios, each with its unique set of objectives. Ranging from creating new event formats to evolving existing event portfolios to increasing revenue impact in all formats, below are representative results.
Experiential Strategy
In response to maintaining client engagement during the pandemic, oversaw the creation of a new virtual client engagement program.
Originally targeted to engage 365 unique organizations with 365 digital experiences in 365 days (i.e. virtual Wine Tastings, virtual Cooking Experiences, etc.), 2021 results were 2,778 unique organizations participating in 575 unique experiences in just 9-months.
Experiential Strategy
Created and implemented a new global multi-market, exclusive customer event format which generated 7.5X greater booked/won pipeline and 2.4X greater pipeline acceleration than previous event formats at 1/3rd of the expense. The program was named as the Best Multi-Market B-to-B event at the Event Marketer's Experiential Marketing Summit.
Experiential Strategy
During the pandemic in 2020/21, transformed a legacy in-person event experience to a virtual event experience focused on brand awareness, relationship building and opportunity and revenue generation. In 2021, achieved a 334% increase in booked/won ACV (annual contract value) revenue vs. prior year.
Event Portfolio Planning
Led a strategic transformation of all aspects of a 25-year old flagship customer program which resulted in a 33% increase in attended pipeline value over 3-years. The transformation of the program received numerous industry recognitions including being named as the Best Single-Market B-to-B event at the Event Marketer's Experiential Marketing Summit.
Event Portfolio Planning
Led the transformation of a corporate Experiential Marketing/Events portfolio from a single event in North America to a global events portfolio executed across 8 countries over 7 months. Key results included an 82% increase in reach; a 10% reduction in net spend; executed with flat FTE headcount.
Event Portfolio Planning
Led the consolidation of multiple business unit events into a combined singular enterprise event showcasing the whole of the company's integrated offerings.
When combined, consolidated attendance of the singular event led to an 11% total increase vs. the combined attendance totals of the previous individual events.
Event Impact and Measurement Strategy
Introduced integrated insight driven marketing into events including propensity modeling, persona marketing, audience behavioral analysis, segmented marcom practices and physical event redesigns which drove increases in ROI on booked/won business by as much as 440% in key areas.
Event Impact and Measurement Strategy
Introduced new deal-acceleration/conversion focused experiential components into an events portfolio including one such event component which achieved an 89:1 ROI on booked/won business.
Event Impact and Measurement Strategy
Introduced integrated insight driven marketing into events including segmented marcom practices, analytical driven targeting, advanced audience behavioral analytics, and experiential redesigns. This included the architecture and implementation of a CRM integrated marketing technology stack.