This document discusses how to create successful events while maximizing resources. It emphasizes defining what success looks like for an organization, establishing return on investment, return on objectives, and return on engagement. It also stresses the importance of knowing customers through personas and tailoring events to their needs, hopes and aspirations. The document provides tips for creating compelling events while doing more with less, such as prioritizing objectives, outsourcing tasks, engaging partners and sponsors, and focusing on the overall experience.

1. Creating compelling
events and doing more
with less
Pauline Coulter

2. What we’ll cover…
• What does success look like for your
organisation?
• Establishing the ROI, ROO and ROE factor
• Knowing your customer and creating the
story
• Doing more with less

3. What does success look like?
• £££££’s?
• Growing database?
• Profile and awareness raising?
• Building membership?
• Customer satisfaction?

4. Exercise
• What does success look like for your event
and organisation?

5. Return on Investment

7. Return on Objectives

8. Return on Engagement

9. Video clip

10. Photo by Haags Uitburo - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/8816624@N08 Created with Haiku Deck

11. Photo by TOTORORO.RORO - Creative Commons Attribution License https://www.flickr.com/photos/7798382@N03 Created with Haiku Deck

12. 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?

13. Customer personas

14. Photo by bark - Creative Commons Attribution License https://www.flickr.com/photos/49503168860@N01 Created with Haiku Deck

15. Industry Life Cycle
Copyright The Media House 2015

16. Creating the event
–Can you get speakers/trainers
–Is topic too broad/niche?
–How easy is it to write topic brief?
–Potential sponsors/exhibitors
–Who else is making money in this
market?

17. Doing more with less

18. 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, yes but mix it up to keep it fresh

20. 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 your marketing for you?
• What can you contra deal?
• It’s all about how you make people feel from
the moment they arrive

21. Thank you for your time
pauline@wingandprosper.com
07989 560353