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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Photo by TOTORORO.RORO - Creative Commons Attribution License https://www.flickr.com/photos/7798382@N03 Created with Haiku Deck

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

Thank you for your time

pauline@wingandprosper.com

07989 560353