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.

Marketing Education

#ElevateDCSCOTT CULLATHER // @scullather

to help brands and organizations create
remarkable moments that challenge
convention, challenge mindsets, challenge
competitors, and challenge the market.
#ElevateDCSCOTT CULLATHER // @scullather

6
2008
our start #ElevateDCSCOTT CULLATHER // @scullather

experienced
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60countriesin6continents

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PLACEHOLDER:
SIZZLE

#ElevateDCSCOTT CULLATHER // @scullather
design+produce
moments

cut
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attention#ElevateDCSCOTT CULLATHER // @scullather

indifference
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leave a
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chord#ElevateDCSCOTT CULLATHER // @scullather

ofyourevent
#ElevateDCSCOTT CULLATHER // @scullather

$350 million
+400 thousand events….in US alone
#ElevateDCSCOTT CULLATHER // @scullather
+brands

something
change
#ElevateDCSCOTT CULLATHER // @scullather

challenge
expectations
status-quo
norms
beliefs
habits
allegiances
#ElevateDCSCOTT CULLATHER // @scullather

challenge competitors
the market
#ElevateDCSCOTT CULLATHER // @scullather

#ElevateDCSCOTT CULLATHER // @scullather
PLACEHOLDER:
Miele SIZZLE REAL
VIDEO

#ElevateDCSCOTT CULLATHER // @scullather
principle
adopta
challenger
mindset

principle
no one is
listeningand
noone cares
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peopleare
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stufftodo
theyhave
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payingattention
theyaren’t
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bored
theyare
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they’veseenitall
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they’veshowup
theyhaveto
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becauseit’sjusta
#ElevateDCSCOTT CULLATHER // @scullather

nooneis
&noone
#ElevateDCSCOTT CULLATHER // @scullather

love#ElevateDCSCOTT CULLATHER // @scullather

Miele teaser invite
VIDEO
#ElevateDCSCOTT CULLATHER // @scullather

#ElevateDCSCOTT CULLATHER // @scullather
principle
setKPI’s&measurementsuccess
Performancevsobjectives
Messagingimpact
Attendeeexperience
Mediaimpressions
Socialrelevance
Valueofspend

Opel AdamVIDEO
#ElevateDCSCOTT CULLATHER // @scullather

a microcosm of an
over-crowded world
centers
#ElevateDCSCOTT CULLATHER // @scullather

the middle
#ElevateDCSCOTT CULLATHER // @scullather

discove
r
define develop deliver debrief
the 5dsour approach
principle
#ElevateDCSCOTT CULLATHER // @scullather

playbook #ElevateDCSCOTT CULLATHER // @scullather

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

Graphic templates
Design standards
Image specifications
Language requirements
visualidentity
#ElevateDCSCOTT CULLATHER // @scullather

All Branded Media Assets
Product photo & video
schedules
Speech development
Press releases
Speaker Support Graphics
mediaassets
#ElevateDCSCOTT CULLATHER // @scullather

Duration of speeches
Key message points
Program flow
Blocking Maps
presentation
standards
#ElevateDCSCOTT CULLATHER // @scullather

Critical Path w/
Deadlines
Show Flows
Rehearsal Guidelines
Crew & Staff Brief
productionschedule
#ElevateDCSCOTT CULLATHER // @scullather

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

Photo Op Specifications
Sight Lines for Attendees & Camera
Crews
Daily Logistics Check List
misc
miscellaneou
#ElevateDCSCOTT CULLATHER // @scullather

principle
authentic, on point,& disruptive
#ElevateDCSCOTT CULLATHER // @scullather

6rule
create
sharable
content
#ElevateDCSCOTT CULLATHER // @scullather

Pepcity video
#ElevateDCSCOTT CULLATHER // @scullather

7principle
immerse
& interact
#ElevateDCSCOTT CULLATHER // @scullather

developyourstrategy
#ElevateDCSCOTT CULLATHER // @scullather

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

principle
multiple
engagement
platforms
#ElevateDCSCOTT CULLATHER // @scullather

food
NYart
sculpture/
architecture
music
#ElevateDCSCOTT CULLATHER // @scullather

poetry
media
design
performance
#ElevateDCSCOTT CULLATHER // @scullather

principle
evenif it’s
private,
it’s public
#ElevateDCSCOTT CULLATHER // @scullather

principle
gather
attendee/target
audience
intelligence #ElevateDCSCOTT CULLATHER // @scullather

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

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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

Editor's Notes

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

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Editor's Notes