pauline coulter - doing more with less

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

LOW COST, HIGH VALUE

http://www.money2020.com/

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

THANK YOU FOR LISTENING

pauline@wingandprosper.com

07989 560353