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 …

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

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  • 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

Transcript

  • 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