Making The Most Of Industry Analyst Days

One of the most cost-effective ways for a technology firm to get its message out is to host a high-profile "analyst day," an invitation-only event where selected analysts are invited to meet with company executives, discuss and experience products and strategies, and mingle with customers and partners. Execution of such events varies widely: Some are extraordinarily effective, while others would be better left undone. And, sometimes you only get one shot to attract the top analysts; if the time spent doesn't help their research, it may be hard to get these top analysts back the following year. The analyst relations (AR) team needs to own the objectives of these events, secure adequate funding, thoroughly research what the attendees value most, get commitments from executives to prepare and participate in the event itself, and avoid some all-too-common mistakes. The alternative? A poorly attended, costly fiasco that creates negative momentum.