Event Led Growth project | ShareChat

Creating a B2B event for Sharechat and Moj to drive content advertising sales on the platform while connecting with Brand Heads, Agencies and Media Planners.

Conduct a litmus test to check whether your product is ready for event led growth or not.

Litmus Test	Metric	Value
Test 1	Product volume	Low	80-100 Brands
	ARPU	High	ACV- 25 Lakhs
Test 2	Sales Cycle	Long	2-5 Months

The product is a low Vol, high ARPU product, making the annual content advertising revenue ~ 25 CR.

The value proposition is "Driving brand awareness and reach beyond just Tier 1 Cities of India in their native languages through social media"

Sales Process: The advertiser can replace Sharechat and Moj with other smaller and more cost-efficient Advertising avenues (inventory) but creating specialized content is difficult to replace.

Define the event’s objective

Identify a problem that can be solved using event led growth

Use this table to select your event objective based on your company stage & the problem that you are trying to solve

Company Stage	Early Scaling
Problem to be solved	Product Education and Adoption
	Generate and Expand Sales Pipeline
	Sell more features to the same customer
	Accelerate Sales Cycle
	Recurring Spends on the platform
Type of Event	Engage

While advertisers and brand managers know about the Indian social media platforms- Sharechat and Moj, due to several advertising avenues propping up (everything from MyGate to Blinkit to Whatsapp has ad inventory), solving for differentiation becomes key. We need to enable more agencies and brands to see the value Sharechat and Moj bring to the table, resulting in an expanded sales pipeline, accelerating the sales cycle, and choosing these platforms whenever a new brand campaign or product launches. We want to make SC and Moj Ttop-of-the-mind while making their media plans.

What sort of event should it be?

Type of event	Company Stage	Goal for the event
Engage	Early Scaling	6-month goal - 200 high-value contacts (brand managers, media planners, agency heads, CMOs, strategists) - 50 CR in the pipeline - (30% conversion) resulting in 15 CR revenue.

Type of event

Company Stage

Goal for the event

Engage

Early Scaling

6-month goal

- 200 high-value contacts
(brand managers, media planners, agency heads, CMOs, strategists)

- 50 CR in the pipeline
- (30% conversion) resulting in 15 CR revenue.

Create an ‘Ideal Attendee Profile’ (IAP)

Table for IAP according to event goal

Event Goal	Audience Type	Org Size
Engage	Brand Managers	single to multiple brands
	Agencies	Small to mid-market
	Media Planners	independent/agencies

Ideal Buyer is at a consideration stage. These can be advertisers who are looking to do a pilot campaign and working on brand and product launches or seasoned brand managers that are looking at what's new on the platform. The audience will comprise of Brand Managers, Agency Heads, Media Strategy Professionals and Media Planners.

Identify a suitable event topic

Considering the problems of the IAP, identify a suitable event topic/conversation that attracts the audience

Event Goal	Audience Type	Trends	Problems	Career Goals	Skills
Engage	Brand Managers	AI in Marketing / HyperPersonalisation in Marketing	Driving product sales via Marketing	Transition from Brand Manager to CMO	Solving for Full Funnel Advertising
	Agencies	Innovative avenues and campaigns to break the internet	Scalability of Brand Campaigns	Building a bigger brand portfolio through interesting campaigns	Retaining and Building Brand portfolio by creating out of the box campaigns
	Media Planners	Investing in Digital First Platforms (beyond Traditional Media)	Making the brand campaign reach the right set of audiences	Transitioning from Media Planners to Strategy Heads.	Hitting the bulls eye with low leakage when it comes to targeting audiences

If we pick Innovative Trends in Social Media Marketing as a topic (AI in marketing, Personalisation on Social Media etc.), then the attendee will realise Sharechat and Moj's USPs when it comes to interesting MarTech resulting in boosted advertising revenue.

Identify potential event speakers

Use the framework to select a suitable speaker for your event

We will have a roundtable discussion with a Brand Manager of Coca Cola India (Regular spender on SC and Moj), Integrated Media Communications Director of Madison Group (mid-scale agency that spends on SCN) and Strategic Partnership head at JioCinema (M&E stallworth) with the CBO of SC and MOJ as the moderator.

Speaker Selection Metric	Details	Yes/No
Topic Expertise	Have created interesting campaigns and made considerable spends on Sc and Moj	Yes
Job Title Hierarchy	CMOs, Agency Heads, Media Strategists	Yes
Employer	FMCG Comglomerates, M&E experts	Yes

Reachout Template

Warm introduction template

Hey Abhinav,

I'll be crisp.

We are curating speakers for Sharechat's #ShortFormBigImpact Summit, the biggest social media advertising forum. The stage will be shared by Kritika Beri , Integrated Media Communications Director of Madison Group & Gourav Rakshit, COO Jio Cinema. The idea is to position you as a thought leader in innovative marketing and have a roundtable discussion with the CBO of Sharechat and Moj. . The conversation theme Innovations in Social Media Marketing. The roundtable discussion will last for 60-75 mins on 30th August, 2024. .

Motivations: Social Capital and Influence (All stallworths are disruptors in their own space)

Incentive circles	Outreach Strategy
Outer circle	Social Announcements- The next big thing of Advertising (invite-only event) , Email outreach to existing partners and partners in the pipeline.
Inner circle	Innovative Case studies as templates, Partner with Agencies and Brands (networking partners), Partner with Saas companies like (Moengage, Clevertap) etc.

Event Design

Fireside Chat with Media Disruptors : A discussion on Innovative Social Media Marketing Trends

Pre-opening Act- A short slideshow/flyer on what the event entails and the speakers.

Opening Act: (15 mins) Introducing the host - CBO of Sharechat and Moj. Also, including a short presentation about the platforms, brands that have advertised on the platform and the disruption caused by them.

Moving on to speaker intros and inviting the 3 guests onstage for the discussion.

Middle Act:

(A roundtable free flowing conversation where the CBO will throw out a question to the panel (consumption of vernacular content, innovative ad formats, AI in marketing, Personalisation trends etc.) and we will have a conversation around all these topics. (20 mins)

Also, post this each person on the panel gets to talk about their own "Disruption Story" - a campaign they helmed that was innovative and cut the clutter. (8-10 mins each -30 mins total)

Closing Act: We open the floor to Questions from the forum and end in a QnA.
Post the discussion- we release a Playbook about the Innovative trends of Social Media by Sharechat And MOJ- India's homegrown Social Media Platform.

The event will easily convert into a networking event (With lunch and drinks open for everyone)

Post Event - Sending the playbook to all the partners in the sales pipeline and scheduling 1:1 meetings with the sales teams for roadshows, campaign briefs etc.