pauline coulter - doing more with less
TRANSCRIPT
CREATING
COMPELLING
EVENTS
(WITH LESS)
PAULINE COULTER
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WHAT DOES SUCCESS
LOOK LIKE?
£££££’s?
Growing database?
Profile and awareness raising?
Building membership?
Customer satisfaction?
PRIMARY SUCCESS FACTOR?
What does success look like for your event and
organisation?
RETURN ON INVESTMENT
RETURN ON
OBJECTIVES
RETURN ON
ENGAGEMENT
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?
HOW CAN YOU TAP INTO THEIR
DESIRES?
EXPERIENCES TO REMEMBER
EXPERIENCES TO SHARE
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THE STORY…
WHO IS YOUR CUSTOMER?
CUSTOMER PERSONAS
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CREATING YOUR LIVE
EXPERIENCE
•Have you done your research
•And established your objectives?
•How easy is it to write topic brief?
•Do you have stories to tell?
•Who else is making money in this market? Know your competition
INDUSTRY LIFE CYCLE
Copyright The Media House 2015
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 – embrace it 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 marketing for you?
• Can you get sponsorship in kind?
• What can you contra deal?
• It’s all about how you make people feel from
the moment they arrive
IN CONCLUSION
• Establish key priorities and define
what success looks like for you
• Really see your customer and have
that image of your customer in mind
• Do what you can do to the absolute
highest level and leave, partner or
outsource what you can’t