Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

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Dare to think big. In this workshop, Scott Cullather, global managing partner at inVNT will inspire you to create impactful event experiences that will resonate far beyond the life of the event. Hear the story behind #PepCity and how inVNT transformed a high-profile public space into a high-impact brand environment. Learn how to create a clear and consistent message with your events, and how to use branding and marketing to provide value to sponsors, attendees and partners.

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  • Move our logo to the right corner from the left corner.
  • PB -
    We exist at inVNT to help our clients . . .
    Challenge expectations

    Challenge status-quo

    Challenge norms

    Challenge beliefs

    Challenge habits

    Challenge allegiances
  • PB -
    We help our clients

    Challenge competitors

    Challenge the market
  • I share this with you not as a commercial for inVNT, but to set your expectations that what I am going to talk to you about today is something that we do almost every day at inVNT . . . all over the world. And that is…
  • http://www.invnt.com/videos/Miele_Long_Final.m4v
  • This would be Principle #2
  • Love this image. Please make the note slightly larger on slide
  • http://vimeo.com/85149575
  • Need to get statistics from Dina.
    Get from Dina. How many publications, media impressions, washers & dryers sold etc.
  • https://www.hightail.com/dl?phi_action=app/orchestrateDownload&rurl=https%3A%2F%2Fwww.hightail.com%2Ftransfer.php%3Faction%3Dbatch_download%26send_id%3D2580195696%26email%3D81209f4e00e52aff75d44dada055260d
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Use image from Adam Opel instead
  • Principle #5

    Somehow I deleted this image and cant find it. Really like it.
  • Principle #6

    I changed the copy on this slide. Please make pretty and better.
  • http://www.invnt.com/videos/Pepcity_Long_Awards.m4v
  • Principle #7

    Changed the copy on this image and needs to be reformatted
  • Principle #7

    Changed the copy on this image and needs to be reformatted
  • Principle #9
  • Principle #10

    Let’s use this image for header Gather attendee/Target Audience Intelligence.

  • Adopt a challenger mindset
    Start with the premise that no one is listening
    Set KPIs & measure success
    Use the 5 Ds – Create a Playbook
    Be authentic – on brand, on point but disruptive
    Create sharable content
    Immerse & Interact
    Develop multiple engagement platforms
    Lean into social Media – Even if it’s private it’s public
    Gather attendee/target audience intelligence
  • Ideas, Strategies, and the Insights to Extend the Life of Your Event with Scott Cullather

    1. cullatherGlobal Managing Partner
    2. #ElevateDCSCOTT CULLATHER // @scullather
    3. #ElevateDCSCOTT CULLATHER // @scullather is a global brand communications agency
    4. to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors, and challenge the market. #ElevateDCSCOTT CULLATHER // @scullather
    5. core capabilities Meetings & Events Creative Services Media & Digital Brand Environments #ElevateDCSCOTT CULLATHER // @scullather
    6. 6 2008 our start #ElevateDCSCOTT CULLATHER // @scullather
    7. #ElevateDCSCOTT CULLATHER // @scullather
    8. experienced #ElevateDCSCOTT CULLATHER // @scullather 60countriesin6continents
    9. #ElevateDCSCOTT CULLATHER // @scullather
    10. #ElevateDCSCOTT CULLATHER // @scullather PLACEHOLDER: SIZZLE
    11. #ElevateDCSCOTT CULLATHER
    12. #ElevateDCSCOTT CULLATHER // @scullather design+produce moments
    13. cut #ElevateDCSCOTT CULLATHER // @scullather
    14. attention#ElevateDCSCOTT CULLATHER // @scullather
    15. indifference #ElevateDCSCOTT CULLATHER // @scullather
    16. leave a #ElevateDCSCOTT CULLATHER // @scullather
    17. chord#ElevateDCSCOTT CULLATHER // @scullather
    18. ofyourevent #ElevateDCSCOTT CULLATHER // @scullather
    19. $350 million +400 thousand events….in US alone #ElevateDCSCOTT CULLATHER // @scullather +brands
    20. something change #ElevateDCSCOTT CULLATHER // @scullather
    21. challenge expectations status-quo norms beliefs habits allegiances #ElevateDCSCOTT CULLATHER // @scullather
    22. challenge competitors the market #ElevateDCSCOTT CULLATHER // @scullather
    23. #ElevateDCSCOTT CULLATHER // @scullather
    24. #ElevateDCSCOTT CULLATHER // @scullather PLACEHOLDER: Miele SIZZLE REAL VIDEO
    25. #ElevateDCSCOTT CULLATHER // @scullather principle adopta challenger mindset
    26. #ElevateDCSCOTT CULLATHER // @scullather
    27. #ElevateDCSCOTT CULLATHER // @scullather
    28. #ElevateDCSCOTT CULLATHER // @scullather
    29. #ElevateDCSCOTT CULLATHER // @scullather
    30. #ElevateDCSCOTT CULLATHER // @scullather
    31. #ElevateDCSCOTT CULLATHER // @scullather
    32. principle no one is listeningand noone cares #ElevateDCSCOTT CULLATHER // @scullather
    33. peopleare #ElevateDCSCOTT CULLATHER // @scullather
    34. stufftodo theyhave #ElevateDCSCOTT CULLATHER // @scullather
    35. payingattention theyaren’t #ElevateDCSCOTT CULLATHER // @scullather
    36. bored theyare #ElevateDCSCOTT CULLATHER // @scullather
    37. they’veseenitall #ElevateDCSCOTT CULLATHER // @scullather
    38. they’veshowup theyhaveto #ElevateDCSCOTT CULLATHER // @scullather
    39. becauseit’sjusta #ElevateDCSCOTT CULLATHER // @scullather
    40. nooneis &noone #ElevateDCSCOTT CULLATHER // @scullather
    41. love#ElevateDCSCOTT CULLATHER // @scullather
    42. Miele teaser invite VIDEO #ElevateDCSCOTT CULLATHER // @scullather
    43. #ElevateDCSCOTT CULLATHER // @scullather
    44. #ElevateDCSCOTT CULLATHER // @scullather
    45. #ElevateDCSCOTT CULLATHER // @scullather
    46. #ElevateDCSCOTT CULLATHER // @scullather
    47. #ElevateDCSCOTT CULLATHER // @scullather principle setKPI’s&measurementsuccess Performancevsobjectives Messagingimpact Attendeeexperience Mediaimpressions Socialrelevance Valueofspend
    48. #ElevateDCSCOTT CULLATHER // @scullather
    49. Opel AdamVIDEO #ElevateDCSCOTT CULLATHER // @scullather
    50. a microcosm of an over-crowded world centers #ElevateDCSCOTT CULLATHER // @scullather
    51. the middle #ElevateDCSCOTT CULLATHER // @scullather
    52. #ElevateDCSCOTT CULLATHER // @scullather
    53. #ElevateDCSCOTT CULLATHER // @scullather
    54. #ElevateDCSCOTT CULLATHER peek
    55. #ElevateDCSCOTT CULLATHER // @scullather
    56. #ElevateDCSCOTT CULLATHER // @scullather
    57. #ElevateDCSCOTT CULLATHER // @scullather
    58. #ElevateDCSCOTT CULLATHER // @scullather
    59. discove r define develop deliver debrief the 5dsour approach principle #ElevateDCSCOTT CULLATHER // @scullather
    60. playbook #ElevateDCSCOTT CULLATHER // @scullather
    61. Overall strategy for each specific event Target Audience Information Key global and regional contacts & VIPs Venue Information Key message details Product information specific to each show/event programbrief #ElevateDCSCOTT CULLATHER // @scullather
    62. Graphic templates Design standards Image specifications Language requirements visualidentity #ElevateDCSCOTT CULLATHER // @scullather
    63. All Branded Media Assets Product photo & video schedules Speech development Press releases Speaker Support Graphics mediaassets #ElevateDCSCOTT CULLATHER // @scullather
    64. Duration of speeches Key message points Program flow Blocking Maps presentation standards #ElevateDCSCOTT CULLATHER // @scullather
    65. Critical Path w/ Deadlines Show Flows Rehearsal Guidelines Crew & Staff Brief productionschedule #ElevateDCSCOTT CULLATHER // @scullather
    66. Audio and Lighting Package Standards Room layout - Floorplans IT & Video Playback Standards Back of House & Green Room Standards Teleprompter specifications & placement recommendations techinical standards #ElevateDCSCOTT CULLATHER // @scullather
    67. Photo Op Specifications Sight Lines for Attendees & Camera Crews Daily Logistics Check List misc miscellaneou #ElevateDCSCOTT CULLATHER // @scullather
    68. principle authentic, on point,& disruptive #ElevateDCSCOTT CULLATHER // @scullather
    69. #ElevateDCSCOTT CULLATHER // @scullather
    70. 6rule create sharable content #ElevateDCSCOTT CULLATHER // @scullather
    71. #ElevateDCSCOTT CULLATHER // @scullather
    72. Pepcity video #ElevateDCSCOTT CULLATHER // @scullather
    73. #ElevateDCSCOTT CULLATHER // @scullather
    74. 7principle immerse & interact #ElevateDCSCOTT CULLATHER // @scullather
    75. developyourstrategy #ElevateDCSCOTT CULLATHER // @scullather
    76. stand out and gain share of voice in the packed, super competitive playing field of mega-brands all screaming at the top of their lungs during Super Bowl #ElevateDCSCOTT CULLATHER // @scullather
    77. #ElevateDCSCOTT CULLATHER // @scullather
    78. #ElevateDCSCOTT CULLATHER // @scullather
    79. principle multiple engagement platforms #ElevateDCSCOTT CULLATHER // @scullather
    80. food NYart sculpture/ architecture music #ElevateDCSCOTT CULLATHER // @scullather
    81. poetry media design performance #ElevateDCSCOTT CULLATHER // @scullather
    82. #ElevateDCSCOTT CULLATHER // @scullather
    83. #ElevateDCSCOTT CULLATHER // @scullather
    84. principle evenif it’s private, it’s public #ElevateDCSCOTT CULLATHER // @scullather
    85. #ElevateDCSCOTT CULLATHER // @scullather
    86. principle gather attendee/target audience intelligence #ElevateDCSCOTT CULLATHER // @scullather
    87. Principles: 1 adoptachallengermindset 2 Startwiththepremisethatno oneislistening 3 SetKPIs&measuresuccess 4 Usethe5Ds–Createa Playbook 5 Beauthentic–onbrand,on pointbutdisruptive 6 Createsharablecontent 7 Immerse&Interact 8 Developmultiple engagementplatforms 9 LeanintosocialMedia– Evenifit’sprivateit’spublic 10 Gatherattendee/target audienceintelligence #ElevateDCSCOTT CULLATHER // @scullather
    88. #ElevateDCSCOTT CULLATHER // @scullather
    89. #ElevateDCSCOTT CULLATHER // @scullather

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