Post on 24-Jan-2018
transcript
Creating compelling events and doing more
with less
Pauline Coulter
What we’ll cover…
• What does success look like for your organisation?
• Establishing the ROI, ROO and ROE factor
• Knowing your customer and creating the story
• Doing more with less
What does success look like?
• £££££’s?
• Growing database?
• Profile and awareness raising?
• Building membership?
• Customer satisfaction?
Exercise• What does success look like for your event
and organisation?
Return on Investment
Return on Objectives
Return on Engagement
Video clip
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Knowing your customer
• Are you giving your customers a story and an experience?
• Who is your customer?
• Do you know their hopes, fears and aspirations?
• What is their profile? Can you speak directly to your customer?
Customer personas
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Industry Life Cycle
Copyright The Media House 2015
Creating the event
–Can you get speakers/trainers
– Is topic too broad/niche?
–How easy is it to write topic brief?
–Potential sponsors/exhibitors
–Who else is making money in this market?
Doing more with less
Doing more with less
• Requires a strategic defining of priorities – not everything can be a priority…
• Don’t stick with the same routines and process – re-evaluate according to your objectives
• Technology, yes but mix it up to keep it fresh
Doing more with less – the practical stuff
• Define the experience. What needs to stay and what can you lose?
• What can you outsource?
• What can you get your partners to do for you?
• Can your sponsors do your marketing for you?
• What can you contra deal?
• It’s all about how you make people feel from the moment they arrive