Events with an outcome defined before the venue is booked.
Product launches, dealer and distributor meets, conferences and roadshows, run end to end with the marketing outcome agreed before the venue is booked.
- Lead time
- Six to twelve weeks
- Run so far
- Documented in the work section
- Handover
- Assets in five days
What we mean by an outcome
Before a venue is booked, one question gets answered in writing: what has to be true the week after this event for it to have been worth doing. Fifty dealers who have seen the new range and placed an order. Thirty qualified conversations with named accounts. A launch covered by four trade titles. Two hundred employees who can explain the strategy.
That answer decides everything downstream. It decides who is invited and who is deliberately not, how long anybody speaks for, whether there is a demonstration or a dinner, and what gets captured on the day. An event without that answer is a budget spent on hospitality, and it gets judged afterwards on whether people enjoyed themselves, which is the only measure left when nobody set another one.
The delivery itself is unglamorous and it is most of the work. Venue, dates, invitations and chasing, registration, run order, speakers who need preparing, suppliers, branding, catering, technology and a rehearsal. Then the day itself, where the job is to have already solved the things that go wrong.
The eleven events documented in the work section are the argument for this page. They cover conferences, dealer meets, sports days, community programmes and roadshows, with photographs and what each one was for. That is a more useful thing to read than a list of adjectives about our approach.
Scope
What is included
The brief and the outcome
What has to be true afterwards, written down and agreed with whoever is paying. Every later decision gets tested against it, including the ones about how much to spend on dinner.
Venue, dates and suppliers
Venues shortlisted and visited, dates checked against the calendar your audience actually lives in, and suppliers contracted with the terms in your name.
Invitations and registration
The list built and segmented, invitations designed and sent, registration handled, and chasing done properly. Attendance is decided by the chasing more than by the invitation.
Content and run order
The programme, the running order and the timings. Speakers briefed and rehearsed, presentations designed to one system, and somebody responsible for keeping the day to time.
Branding and production
Stage, backdrop, signage, print, AV and technology, produced from the same identity as everything else you put out so the event looks like the company.
The day and the handover
We are on site from setup to teardown. Photographs, film, the attendance list and the follow-up list reach you within five working days.
How it runs
Weeks one to three
The outcome agreed in writing, then format, audience, venue and date. Where a stand or production is involved, that starts here, because it is the longest lead time in the project.
Weeks four to ten
Invitations and registration, branding and collateral, suppliers confirmed, speakers briefed, and the run order agreed with everyone presenting. We chase attendance weekly and report the number honestly.
The day and after
On site from setup to teardown, with a rehearsal the day before wherever the venue allows. Photographs, film, the attendance list and the follow-up list are handed over within five working days.
What you get
- A written brief stating the outcome, agreed before spending starts
- Venue and supplier contracts in your name, with the terms visible
- Invitation design, registration and a chased attendance list
- Stage, branding, print, AV and presentation design
- Photographs and film from the day, edited and delivered
- The follow-up list, with who attended and what they asked about
How it is judged
- Attendance against the list you invited, rather than against a target invented afterwards
- Qualified conversations and meetings booked on the day
- Pipeline created from the follow-up list in the following quarter
- Cost per attendee and cost per qualified conversation
Questions we get asked
How much notice do you need?
Do you handle the venue and the suppliers?
What counts as a result from an event?
Who runs the day itself?
How quickly do we get the photographs?
Can you run the same event in several cities?
Next
Tell us what has to be true afterwards
Not the format or the venue. What has to be true the week after the event for it to have been worth the money. We come back with the format that gets you there and what it costs.
Related services
The work behind this