pan african global trade & investment conference proposal by startup elite
TRANSCRIPT
EVENT WEBSITE DEVELOPMENT
STARTUP ELITE
“You have to keep speaking to your audience. Don’t make assumptions about what you think they want as you might be wrong.”
- Jason Njoku, Founder of iROKO
EVENT WEBSITE DEVELOPMENT
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MAIN OBJECTIVE: LAUNCH AN EVENT-SPECIFIC WEBSITE
EVENT WEBSITE: KEY ELEMENTS
CONTENT
FEATURESCONNECTIVITY
The benefits of launching an event-specific website includes:
- Enhanced branding opportunity with site-specific design.
- New non-interfering / non-crowding content mix opportunities.
- Increased value proposition to sponsors and exhibitors.
- Improved search engine optimization (SEO) performance.
- Receiving significantly more revenues.
To launch a successful event-specific website requires having a strategic website development plan that covers in detail the key elements: 1) content 2) features and 3) connectivity.
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EVENT WEBSITE DEVELOPMENT
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INFORMATIVE CONTENT
Event Agenda / Schedule Attendees want to know what they are signing up for and what type of time commitment they will need to make. The bigger the event the more important this information becomes.
Special Guests / Speakers / Appearances Who is attending this event that I want to meet, listen to and learn from? Include the bios so that people can get excited about attending the event.
Sponsor / Exhibitor Lists and Information Sponsors can add a lot of credibility to an event and there is a tremendous value in providing detailed information about all your exhibitors.
Event Team and Partners Give credit to your hard working team and strategic partners. Most importantly be transparent and show who the people are behind this event production.
Bethlehem Tilahun AlemuFounder of SoleRebels
CONTENT
Presentation for Pan African Global Trade & Investment Conference
EVENT WEBSITE DEVELOPMENT
STARTUP ELITE
MARKETING CONTENT
Strategically placed marketing copy that provides a clear call to action for a diverse target market:
AttendeesBuy: Encouraging potential attendees to buy their tickets immediately and to entice them into any premium packages, special seating, fee-based workshop sessions etc. Share: Share the event via social media, email and through word of mouth with friends, family and other business professionals.
ExhibitorsGetting potential exhibitors excited about the quality and quantity of attendees as well as the opportunity to meet with fellow exhibitors and speakers.
Sponsors Enticing sponsors to become an official part of the event by providing them with detailed information about the event size, demographics and past events.
Strive MasiyiwaFounder of Econet Wireless
CONTENT
Presentation for Pan African Global Trade & Investment Conference
EVENT WEBSITE DEVELOPMENT
STARTUP ELITE
FEATURES
Registration Process - The ability for attendees to quickly and effortlessly register and pay
any fees that may apply.- Prominently display sign-up prompts on every page throughout the
website.
Discount Features - Offering promotional discounts including early bird specials and
group discounts for businesses that want to send a team of people. - Comprehensive discount analytics that allow you to track discount
code usage from strategic partners.
Multiple Registration Paths- Implementation of multiple landing pages to target different types
of attendees. Tidjane ThiamCEO of Credit Suisse
FEATURES
Presentation for Pan African Global Trade & Investment Conference
EVENT WEBSITE DEVELOPMENT
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CONNECTIVITY
Social Component: Get people activated to follow your social media channels, share the website and engage with content.
- Prominently displaying one-click social media following options.
- Creating and featuring practical content that’s likely to be shared and discussed.
E-mail Capture: Offering newsletters and insightful premium content to get the email address of non-attendees.
- Newsletters that feature interesting content from the event blog.
- Topic-relevant case studies for download via PDF.
- Highly valuable database such as an exhibitor list and contact information.
Thabang MotseiNews Anchor & Correspondent
CONNECTIVITY
Presentation for Pan African Global Trade & Investment Conference
EVENT WEBSITE DEVELOPMENT
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Navigation: Navigation can make or break a website especially for websites with many pages. Simplify navigation, make it intuitive and use a drop-down menu if necessary.
Branding: The branding throughout the website needs to be consistent. Inconsistent visual communication creates a negative association for your company.
Content: Content is king. While a good website has a lot of content you need to make sure that it is presented in small digestible formats written in a warm and welcoming tone.
Trust: A well placed video, featured attendee testimonials, and a lot of “More Information” links establishes the type of trust that gets people to take action and buy their tickets for your next event.
DESIGN
DES
IGN
A website with great features will drive traffic but without the modern and user-friendly design the conversion will significantly underperform.
Presentation for Pan African Global Trade & Investment Conference
SOCIAL MEDIA EVENT STRATEGY
As you promote your event through social media channels it is important to modify the language and tactics over time to keep the message from going stale.
- Create a captivating message that gets people to act now/perform a desirable action.- Get people excited about the event by teasing them with what they can expect. - Inform attendees early on about any event hashtags you plan on using. - Implement multiple pre-event objectives such as capturing new emails. - Modify not just the language but the graphics that you use to stay interesting.
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SOCIAL MEDIA CONTENT MARKETING
Launch, revamp or improve your social media efforts through informative, engaging and entertaining content across all your social media channels.
STEP 1: GETTING STARTED - Content Mix Strategy - Content Production Strategy - Editorial Voice Guidelines - Editorial Calendar - Content Distribution Strategy - Hands-on Social Media Management - Performance Tracking Tools
STEP 2: AMPLIFICATION - Implementing top trends and staying on the cutting edge. - Developing unique co-branding opportunities. - Launching user-generated content campaigns. - Execute promotional campaigns for increased engagement.
We use strategy, creativity and savvy tools to engage with your audience to ensure your brand is relevant and part of the conversation.
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We will help you in creating an event-specific and ongoing social media strategy that will support the marketing objectives for the magazine and the events. With the right strategy in place we can offer affordable rates for continuous hands-on social media management.
SOCIAL MEDIA TYPES OF CONTENT
If your content doesn’t resonate with your audience, then they won’t follow you to where you want to take them. Here we identity the type of content that speaks to people:
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1. Content that reminds us that life is short.
2. Content that reminds us that dreams can come true.
3. Content that gives us faith to believe for bigger things.
4. Content that reminds us that we matter.
5. Content that has unexpected twists.
6. Content that tells us a story.
7. Content that inspires us to take action.
8. Content that confirms our assumptions.
9. Content that challenges our assumptions.
10. Content that educates while entertaining us.
11. Content where David defeats Goliath.
12. Content that makes us laugh or smile.
13. Content that reveals secrets.
14. Content that surprises us.
SOCIAL MEDIA CONTENT MARKETING TACTICS
Once you 1) understand your audience, 2) have developed a content market strategy, and 3) created a subscription model you’ll need to 4) identify which tactic will be most effective for your company.
Tactics that have statistically proven to generate the largest return on investment (ROI):
• Articles
• Video
• White Papers
• Photos
• Infographics
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1. Social Media
2. Articles
3. eNewsletters
4. Blogs
5. In-Person Events
6. Case Studies
7. Videos
8. White Papers
9. Online Presentations
10. Webinars / Webcasts
11. Infographics
12. Research Reports
13. Microsites
14. Print Magazine
15. eBooks / Books
16. Mobile Apps
17. Digital Magazines
18. Podcasts
CONTENT MARKETING TACTICS EXAMPLES:
SOCIAL MEDIA EDITORIAL CALENDAR
Your Editorial Calendar is essentially your production and delivery schedule in one sheet. In that capacity it’s a planning document that gives you a plan of attack. It adds value in the following ways:
- Provide a place to generate post ideas and key topics. - Assign writing and other editorial tasks to key members of the team. - Create a publishing schedule that helps you maintain a consistent presence. - Visualize your marketing strategy in a way that everyone can understand. - Act as a communication point to the team members.
If you don’t have an editorial calendar, your content marketing will become ad hoc rather than strategic. So have one, even if you stray away from it often.
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Thabang MotseiNews Anchor & Correspondent
CONTENT PRODUCTION EMAIL INTERVIEWS
VALUE OF EMAIL INTERVIEWS - Depending on the type of questions that are asked the interview may have a very long shelf life.- This type of content is in high demand from the people that are being interviewed and their followers.- It is highly social content that is likely to be shared and receive a great amount of engagement. - This content type can be scalable, it’s very efficiently produced and brings effective results. - It is one of the most cost-effective methods to build up brand value and reputation.- The unique ability to start building real relationships with very powerful/influential people. - Email interviews allows you to create a lot of spin-off content such as interview quote graphics.
COMMON MISTAKES IN DOING EMAIL INTERVIEWS - Interviewing everyone. In order to add brand value you need to be interviewing people that are known.- Asking all the same questions. If all the questions are literally the same the interview loses value and admiration. - Completely switching over. A digital magazine needs to have a content mix that goes beyond just interviews. - Not doing your homework. You need to research the people you are interviewing to be able to ask good questions. - Too casual approach. Have a structured process about approaching and following up with people about interviews.
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POTENTIAL INTERVIEWEE
SAMPLE LIST OF POTENTIAL INTERVIEWEE
Fatou Bensouda | Gambia Chief Prosecutor of the ICC
Thabo Mbeki | South Africa Former President of South Africa
Salva Kiir | South SudanPresident of South Sudan
Riek Machar | South Sudan Vice President of South Sudan
Akinwumi Adesina | NigeriaNigeria’s Agriculture Minister
Nkosozana Dlamini-Zuma | South Africa Chairperson of the African Union
Yoweri Museveni | Uganda President of Uganda
Aliko Dangote | Nigeria Africa’s Richest Man
Donald Kaberuka | RwandaHead of the African Development Bank
Ngozi Okonjo-Iweala | Nigeria Nigeria’s Minister of Finance
Bridgette Radebe | South Africa Head of the South African Mining Development
Mariéme Jamme | Senegal CEO of Spot One Global Solutions
Benjamin Ohiaeri | Nigeria Medical Director at First Consultants Hospital
Isha Sesay | Sierra LeoneAnchor and Correspondent for CNN International
Note: In our initial research we have identified over 100 potential interviewees.
Mosunmola ‘Mo’ Abudu | NigeriaEbony Life Television CEO
Rafael Marques de Morais | Angola Investigative Journalist
Anas Aremeyaw Anas | GhanaUndercover Journalist
Kwangu Liwewe | Zambia Executive Producer and Anchor of Africa 360
Jason Njoku | Nigeria Founder of iRoko TV
Ferial Haffajee | South Africa Editor at City Press
Lupita Nyong’o | Kenya Academy Award Winning Actress
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DIGITAL PR STRATEGY
Digital PR is a complex combination of several processes including content marketing, social media and search that builds upon the traditional ways of doing PR such as developing media relations and publishing press releases.
Key Digital PR Initiatives:
- Amplify content marketing efforts by repurposing content you already have into “fresh” new content.
- Growing your digital footprint by publishing repurposed content on multiple online platforms.
- Expanding media relations to include bloggers as well as social media influencers.
- Launching internal C-Level personal branding initiatives to indirectly grow brand value for the organization.
- Implement measurement tools to easily track all earned media and progress towards milestone goals.
- Leveraging all things digital to support the traditional PR initiatives.
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DIGITAL PR STRATEGY | BUSINESS BLOGGERS
Sarah Lacy www.pando.com
Mark Suster www.bothsidesofthetable.com
Penelope Trunkwww.blog.penelopetrunk.com
Steve Blankwww.steveblank.com
Jeff Cornwallwww.drjeffcornwall.com
Guy Kawasakiwww.guykawasaki.com
Robert Cloughwww.smallbusinessbrief.com
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Tim Ferrisswww.timferriss.com
Jason Friedwww.37signals.com/svn
Howard Lindzonwww.howardlindzon.com
Jason Calacaniswww.calacanis.com
Paul Grahamwww.paulgraham.com
Tim O'Reillyradar.oreilly.com/tim
Craig Newmarkwww.cnewmark.com
Mark Cubanwww.blogmaverick.com
Fred Wilsonwww.avc.com
Kevin Kellywww.kk.org
Brian Clarkwww.copyblogger.com
Scott Adamswww.blog.dilbert.com
John Jantschwww.ducttapemarketing.com
Jackie Hubawww.jackiehuba.com
Babak Niviwww.venturehacks.com
Seth Godinwww.sethgodin.typepad.com
James Altucherwww.jamesaltucher.com
Neil Patelwww.quicksprout.com
Ethan Zuckermanethanzuckerman.com/blog
Matt Mullenwegwww.ma.tt
Rashmi Sinhawww. rashmisinha.com
EVENT SPONSORS & EXHIBITORS
HOW TO GET SPONSORS / EXHIBITORS?
1. Define who your audience is because sending “blind” proposals usually does not work and will in fact hurt your brand image.
2. Determine your sponsorship levels and how many sponsors you will need/want. Based on this number project how many contacts you will need in your database.
3. Launch sales efforts by making lots of phone calls, writing e-mails and most importantly doing a lot of good follow-ups.
4. Be relentless. If they don’t want to become sponsors then ask them to be exhibitors. If they want to be neither then offer them complimentary tickets to check out the event and maybe become sponsors next time.
5. Give your sponsors / exhibitors lots and lots of publicity. This will be part of your comprehensive content marketing strategy that includes giving them a shout-out on your social media, featuring them on your event blog etc.
6. Build a relationship. Make sure that they are happy with the sponsorship and participation in the event, ask for feedback to improve the next event and make them an ongoing partner.
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WHAT DO SPONSORS CARE ABOUT?
- On-Site Signage
- Category Exclusivity
- Broadcast Ad Opportunities
- On-Site Presence
- Title of Proprietary Area
- Access to Database/Mailing List
- Access to Content
- Rights to Use Logo/Trademarks
- Logo on Marketing Materials
- Logo Included in Media Buys
Presentation for Pan African Global Trade & Investment Conference
EVENT SPONSORS & EXHIBITORS
COMMON MISTAKES IN SOLICITING SPONSORSHIPS
Donation-ApproachEvent sponsorships are not philanthropy. You needto use a sales-approach in which you emphasize realvalue instead of participation.
Going After EveryoneYou don’t have the resources to go after everyone. Do your homework and focus on a targeted market with more effort.
Inexperienced Sales PeopleNot only are inexperienced sales people ineffectivein securing sponsorships but they will potentially ruin your event’s reputation.
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One-Size-Fits-All Approach Sending the same email to 1,000 businesses will take more time and bring less results than being specific and customizing the proposal for each business.
Waiting Too LongTiming is everything. The larger the corporation the longer the process may take. You need to solicit sponsors 6-12 months in advanced.
Unprofessional PresentationYou are pitching sponsorships with one-pagers and you don’t have a website or any other marketing materials to show since they are all still under construction.
Presentation for Pan African Global Trade & Investment Conference
POTENTIAL SPONSORS & EXHIBITORS
SAMPLE LIST AND CONTACT INFO OF POTENTIAL SPONSORS & EXHIBITORS
Noah Syken | VP, Global Sponsorships & Client Executive ProgramsInternational Business Machines Corporation | [email protected]
Angie Tipton | Manager, Corporate SponsorshipsHewlett-Packard Company | [email protected]
Lisl Stanton | VP, Community SponsorshipsJPMorgan Chase & Co. | [email protected]
Tina Davis | SVP, Corporate Sponsorships & MarketingCitigroup Inc. | [email protected]
Jaci Quincy | Manager, Sponsorships & EventsUnited Parcel Service, Inc. | [email protected]
Tim Hadzima | SVP, Sponsorship Marketing, GlobalBank of America Corporation | [email protected]
Steve Fox | Associate Director, Media & SponsorshipsVerizon Communications Inc. | [email protected]
Brian Curran | Manager, Sponsorships & Special EventsHilton Worldwide, Inc. | [email protected]
Steve Pacheco | Director, Advertising & Sponsorship MarketingFedEx Corporation | [email protected]
Kathleen Watson | Senior Manager, Global Advertising, Media & SponsorshipsCisco Systems, Inc. | [email protected]
Daniel Pincus | Associate VP, Sponsorship & PromotionsMetLife, Inc. | [email protected]
Leslie Berkshire | VP & Regional Manager, Marketing & SponsorshipU.S. Bancorp | [email protected]
Rich Lehrfeld | VP, Global Media, Sponsorship & Experiential MarketingAmerican Express Company | [email protected]
Dick Soule | Head, Sales, Sponsorship & Media ProgramsGoogle Inc. | [email protected]
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POTENTIAL SPONSORS & EXHIBITORS
MORE CONTACTS IN OUR DATABASE
VP, Brand Advertising & SponsorshipsCapital One
Director, Corporate SponsorshipsCenturyLink, Inc.
Director, Sponsorships & EventsT-Mobile USA, Inc.
SVP, Media & SponsorshipsFidelity Investments
Director, Sponsorship MarketingThe Allstate Corporation
Manager, Sponsorship AdvertisingSprint Corporation
Senior Manager, SponsorshipsTaco Bell Corp.
VP, Advertising & SponsorshipsAflac Incorporated
Senior Director, Global Sponsorship Marketing Visa, Inc.
Director, SponsorshipsMasterCard Inc.
Manager, Sponsorship Marketing Bose Corporation
VP, Sponsorship Marketing AT&T Inc.
Director, Social Media & Corporate Sponsorships TD Ameritrade Holding Corporation
Director, Marketing Sponsorships Coca-Cola Bottling Co.
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Director, Strategic SponsorshipsNationwide Insurance
Director, Marketing & SponsorshipQUALCOMM Inc.
Senior Director, Advertising & Sponsorship DIRECTV
Director, Sponsorships & Event Marketing Farmers Group, Inc
Manager, Events & SponsorshipTribune Media Company
Director, Sponsorships & EventsUBS Financial Services, Inc
SVP, Corporate Sponsorships Bank of the West
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CORPORATE BRANDING | LOGO DESIGN
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LOGO DESIGN BEST PRACTICES
Simplicity: Keep the logo simple so that it becomes easier recognizable when scaled up or down in size.
Color: Limit the use of color to no more than tree. Colors evoke different emotions and moods. Make sure you pick a color that captures your company’s personality.
Typography: Don’t use common fonts, distinguish your logo from the rest with custom fonts and never use more than two fonts. Make sure the fonts are legible when scaled down.
Special Effects: Do not use any special effects on your logo, they’ll make your logo ineffective for a lot of creative marketing campaigns.
Balance: Make sure the logo has a nice balance. If your logo has multiple words make sure the logo highlights the key words.
FIVE PRINCIPLES OF LOGO DESIGN
- SIMPLE
- MEMORABLE
- TIMELESS
- VERSATILE
- APPROPRIATE
Logos are a critical aspect of business marketing. It’s the single most visible manifestation of the company.
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CORPORATE BRANDING | DOMAIN NAME
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WHAT MAKES A DOMAIN NAME GREAT?
SHORT
The least amount of Characters, Syllables and Words.
MEMORABLE
Common words that are easy to spell and have a catchy sound.
AVAILABLE
Available for purchase from Domain Registrar, Auction House, Domain Broker or Domain Owner.
What’s the value of buying multiple domain names?
Accidental Typos: Despite knowing how to spell the words we use daily we continue to make accidental typos every day. Having a domain names that forwards the user to the right website is very convenient.
Common Misspelling: McDonalds could be easily misspelled as MacDonalds or MackDonaldsif it wasn’t one of the most recognized brands in the world. Unless you are a famous brand you cannot afford to let users make this mistake.
Micro-Sites: A company may choose to launch one or several microsites for improved marketing of specific services/products, special events, company blog/magazine, marketing campaign or other projects.
Being Competitive: In the search for your company name you probably came up with a few good names that were available. Why would you give your competitors the chance to buy those names? For a minimal cost you can acquire all the good names making it just a little bit harder for new competitors entering your market.
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COMPETITOR INTELLIGENCE | CONFERENCES & EXPOS
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New York Business Expo & Conferencewww.newyorkbusinessexpo.com
Small Business Entrepreneur Expowww.chicagosmallbusinessexpo.com
Content and Communication World Expo www.ccwexpo.com
St. Louis Business Expo www.stlouisbusinessexpo.com
Hispanic Business Expo www.hispanicbusinessexpo.net
Hispanic Business & Consumer Expo www.hbcexpo.com
Global Carbon Market Fair & Conference www.carbonexpo.com
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Mac iWorld Expo www.macworldiworld.com
Techmanitywww.techmanity.com
E3 Expowww.e3expo.com
Digital Entertainment World www.dewexpo.com
IdeaLab Founders Conference www.idealab.io
TIE Conference www.tiecon.org
iStrategy Conference www.istrategyconference.com
Anime Expo www.anime-expo.org
EMS World Expo www.emsworldexpo.com
Art Expo New York www.artexponewyork.com
Surf Expowww.surfexpo.com
API World Conference & Expo www.apiworld.co
Space Tech Expo www.spacetechexpo.com
Market New York Expo www.marketnewyorkexpo.com
Global Pet Expowww.globalpetexpo.org
World Tea Expo www.worldteaexpo.com
World Expo of Beerwww.worldexpoofbeer.com
MMA World Expowww.mmaworldexpo.com
Seafood Expo www.seafoodexpo.com
Greenbuild Expo www.greenbuildexpo.com
West Coast Franchise Expo www.wcfexpo.com
COMPETITOR INTELLIGENCE | AFRICAN EVENTS
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Africa Business Conference www.africabusinessconference.com
Pan African Film Festival www.paff.org
Africa Progress Panel www.africaprogresspanel.org
African Economic Conference www.uneca.org
Fashion Africa Conference www.fashionafricaconference.com
National Model African Union Conferencewww.modelafricanunion.org
SWIFT African Regional Conferencewww.swift.com
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Bitcoin Africa Conference www.bitcoinconference.co.za
African Politics Conference Group www.africanpoliticsgroup.org
International Conference on Cancer in Africa www.aorticconference.org
South African Aids Conference www.saaids.com
African Fine Coffee Conference & Exhibition www.eafca.org
African Maritime Security Summit www.afsecevent.com
Pan African Conference on Parenting www.parentinginafrica.org
Pan African Conference on Parenting www.parentinginafrica.org
Energy and Nuclear Power in Africa www.iaea.org
African Tuna Conference www.africantunaconference.com
IST-Africa Conference www.ist-africa.org
Breathe Sunshine African Music Conference www.breathesunshineconference.com
African Economic Conference www.afdb.org
Africa Hotel Investment Forum www.africa-conference.com
EXPERIENTIAL EVENT ACTIVATIONS | HEADSHOTS
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Offering FREE Professional Headshots for attendees.
- High Participation Rate
- Incredibly Convenient
- Valuable Experience
- Co-Branding Opportunity
- E-Mail Capture
- Real Time Marketing
- PR Buzz Potential
- Post-Event Engagement
You can negotiate with local photographers to add this to the event experience at no cost.
EXPERIENTIAL EVENT ACTIVATIONS | PHOTO SESSIONS
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Being able to shake hands and take free photos with a famous person.
- High Participation Rate
- Incredibly Convenient
- Cherished Experience
- Co-Branding Opportunity
- E-Mail Capture
- Real Time Marketing
- PR Buzz Potential
- Post-Event Engagement
Arranging this is far more expensive than setting up free headshots but the PR value can be massive and make this worth it.
EXPERIENTIAL EVENT ACTIVATIONS | FASHION SHOW
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A Fashion Runway Show featuring several African Designers.
- Huge PR Potential
- After-Party Integration
- Fun Experience
- Co-Branding Opportunity
- Real Time Marketing
- New Revenue Opportunity
Fashion Shows require a lot of production but they can bring a lot of PR value to the event.
EXPERIENTIAL EVENT ACTIVATIONS | WINE TASTING
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On-Sight African Wine Tasting
EXPERIENTIAL EVENT ACTIVATIONS | AFRICAN WINES
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Mulderbosch Cabernet Sauvignon Rose Type: Rose/Blush
Beach House Sauvignon BlancType: Sauvignon Blanc
The Beachhouse RedType: Other Reds
Simonsig Chenin BlancType: Chardonnay
Boekenhoutskloof The WolftrapType: Other Reds
Jam Jar Sweet ShirazType: Chardonnay
Bellingham Bernard Old VineType: Chenin Blanc
Paul Cluver Noble Late HarvestType: Riesling
Protea Red BlendType: Other Reds
Protea Chenin BlancType: Chenin Blanc
Ken Forrester Cape BreezeType: Chenin Blanc
Stellar Organics SyrahType: Rose
Iona The GunnarType: Other Red
Morgenhof Cape Late Bottled VintageType: Other Red
Hamilton Russell Type: Pinot Noir
Rustenberg Peter Barlow Type: Cabernet Sauvignon
Flagstone Noon Gun DryType: White
Beyerskloof PinotageType: Other Red
EXPERIENTIAL EVENT ACTIVATIONS | BUSINESS TOURS
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Offering Business Tours to a variety of local business locations for private tours.
- YouTube Space LA - Los Angeles / Long Beach Port - Warner Bros. Studios - L.A. LIVE - Local Coworking Spaces- Local Stadium (StubHub, Staples)
These tours add 1) fun to the event experience, 2) lots of co-branding possibilities 3) increased photo/selfie opportunities 4) potential upsell revenues.
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