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

scottcullatherGlobal Managing Partner

#ElevateDC SCOTT CULLATHER // @scullather

invntis a global brand communications agency

to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors, and challenge the market.

we exist

corecapabilitiesMeetings & EventsCreative Services

Media & DigitalBrand Environments

2008our start#ElevateDC SCOTT CULLATHER // @scullather

experienced #ElevateDC SCOTT CULLATHER // @scullather

60 countries in 6 continents

PLACEHOLDER:SIZZLE

#ElevateDCSCOTT CULLATHER

remarkabledesign + producemoment

throughcut#ElevateDC SCOTT CULLATHER // @scullather

seizeattention#ElevateDC SCOTT CULLATHER // @scullather

destroyindifference #ElevateDC SCOTT CULLATHER // @scullather

memoryleave a#ElevateDC SCOTT CULLATHER // @scullather

strike achord#ElevateDC SCOTT CULLATHER // @scullather

extend the lifeof your event

$350 million +400 thousand events….in US alone

organization+ brands

somethingchange

challengeexpectations

status-quonormsbeliefshabits

allegiances#ElevateDC SCOTT CULLATHER // @scullather

challenge competitorsthe market

PLACEHOLDER:Miele SIZZLE REAL

1principleadopt a

challengermindset

2principle

no one is listening and

no one cares

busypeople are#ElevateDC SCOTT CULLATHER // @scullather

stuff to dothey have

paying attentionthey aren’t#ElevateDC SCOTT CULLATHER // @scullather

boredthey are

beforethey’ve seen it all

cause they’ve show upthey have to

because it’s just abloody job

listeningno one iscares& no one

things ilove#ElevateDC SCOTT CULLATHER // @scullather

Miele teaser invite VIDEO

challenger#ElevateDC SCOTT CULLATHER // @scullather

3principle

set KPI’s & measurement successPerformance vs objectives

Messaging impactAttendee experience

Media impressionsSocial relevance

Value of spend

Opel AdamVIDEO

a microcosm of an over-crowded world

conventioncenters#ElevateDC SCOTT CULLATHER // @scullather

race tothe middle#ElevateDC SCOTT CULLATHER // @scullather

#ElevateDCSCOTT CULLATHER

sneakpeek

1discover 2define 3develop 4deliver5debrief

the 5dsour approach4principle

theplaybook#ElevateDC SCOTT CULLATHER // @scullather

Overall strategy for each specific eventTarget Audience InformationKey global and regional contacts & VIPsVenue InformationKey message detailsProduct information specific to each show/event

Graphic templatesDesign standardsImage specificationsLanguage requirementsvis

All Branded Media AssetsProduct photo & video schedulesSpeech developmentPress releasesSpeaker Support Graphics

Duration of speechesKey message pointsProgram flowBlocking Mapspre

Critical Path w/ Deadlines Show FlowsRehearsal GuidelinesCrew & Staff Briefpro

Audio and Lighting Package StandardsRoom layout - FloorplansIT & Video Playback StandardsBack of House & Green Room StandardsTeleprompter specifications & placementrecommendationstec

hinica

Photo Op SpecificationsSight Lines for Attendees & Camera CrewsDaily Logistics Check List

5principleauthentic, on point,& disruptive #ElevateDC SCOTT CULLATHER // @scullather

6rulecreate sharable

content#ElevateDC SCOTT CULLATHER // @scullather

Pepcity video

7principle

immerse &

interact#ElevateDC SCOTT CULLATHER // @scullather

developyour strategy#ElevateDC SCOTT 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

8principle multiple engagement platforms

food NY art

sculpture/ architecture

music#ElevateDC SCOTT CULLATHER // @scullather

poetry

performance#ElevateDC SCOTT CULLATHER // @scullather

9principleeven if it’s private,it’s public

10principle

gather attendee/target audience intelligence #ElevateDC SCOTT CULLATHER // @scullather

Principles:1 adopt a challenger

mindset2 Start with the premise that no one is listening

3 Set KPIs & measure success4 Use the 5 Ds – Create a Playbook

5 Be authentic – on brand, on point but disruptive

6 Create sharable content

7 Immerse & Interact

8 Develop multiple engagement platforms

9 Lean into social Media – Even if it’s private it’s public10 Gather attendee/target audience intelligence

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

Marketing

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

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