Finding the Right Mix

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Finding the Right Mix- A GE Case Study
Jim Flakus GE Energy
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• We live in a global economy
• 2. Our world is accelerating at an exponential
  rate

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Event Marketing Program Strategy Case study
on how to evolve an event marketing program.
 Session should focus on how to develop and
implement a companys event marketing strategy.
 In a turbulent economy having a focused event
strategy is critical to the success of your
program. Session should be help attendees answer
questions such as what is the right mix of
proprietary vs. public events, how does an event
marketing strategy tie into a companies overall
marketing strategy, what is a strategic event
operating model, who is involved in building a
successful strategy?
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Ch-ch-changes
Sept 2008 Move the mix away from trade shows
Nov 2008 - Event COE will take over all GE
Energy event planning Jan 2009 Find partners
to manage event programs Feb 2009 - GE Water
joins GE Energy Feb 2009 - 80/20 trade
show/proprietary event mix Mar 2009 - Cut the
trade show list in half Mar 2009 - Use in-house
resources to cut costs Apr 2009 -
Reorganizations, Right-sizing May 2009 Work
toward a 40/60 trade show/proprietary events
mix June 2009 Major users conference cancelled
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Managing an Event Program in a Rapidly Changing
Environment
Jim Flakus GE Energy
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Public vs Private
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Thomas Alva Edison
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Thomas Edison is known for a. His
inventionsb. His business skillsc. Napping at
his deskd. All of the above
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General Electric Corporation
182 Billion
300,000 Employees
GE Technology Infrastructure 46 Billion
NBC Universal 17 Billion
GE Consumer Industrial 12 Billion
GE Capital Finance 67 Billion
GE Energy Infrastructure 38 Billion
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GE Energy
24 Billion
30,000 Employees
Steam Turbines
Heavy Duty Gas Turbines
Wind Turbines
Aero Derivative Gas Turbines
Generators
Control Systems
Water Process Technologies
Gas Engines
Solar Power
Nuclear
Machinery Asset Management
Environmental Services
Transportation and Distribution
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GE Energy Infrastructure Tier Definitions Tier 1
GE officer(s) attending, could be GE-hosted or
large tradeshow, significant media plan, high
impact, multiple PLs, significant involvement
from COE exhibition meeting planning Tier 2
customized printing, single or multiple
sub-PL, original creative or some customized
panels, moderate involvement from COE Tier 3
single PL, Print on demand, event-in-a-box, no
new creative, minimal COE involvement  
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What is the main challenge/communication
objective? Ordinary posters and lightbox graphics
lack the impact needed to effectively engage
trade show visitors. To make the content more
memorable to viewers, the client requested an
interpretation of their renewable and cleaner
energy messages in 3-D, rather than typical
exhibit graphic panels.   Wind Energy Not a
ship in a bottle, but a GE wind turbine in a
light bulb. Rather than explaining what we
already know electricity can come from wind
this gets the message across at a glance without
the tedious bullet points.   Cleaner Coal Yes,
theres a lot of coal around. But not everyone
knows it can be utilized in a much cleaner way
making it a gem of a resource. In this case a
lump of coal is set (like a diamond) in an
oversized ring. And diamonds come from
coal.   Reliability Every second the energy
industry wastes over 25,000 from poor
reliability practices. So, on the exhibit floor
we track this amount second-by-second and have
money to burn, with fire but no smoke.   Solar
Energy For those who like wine, it doesnt get
any better than this. The featured California
winery grows grapes and electricity from the
suns power, but in this display the vines have
taken over. Uncork some vintage sunshine
today.     Who is the intended audience? Energy
industry trade show attendees     How does this
reach the intended audience? At specific energy
trade shows    
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Exhibitor Magazine, November 2005 vs. November
2008
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Budget vs Cost 8/yr Basis
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