With who start the design of the event?
- Attendees
- Shareholders: Why you want the event? It’s about brand message and not events. How you make something different, and have legacy? TRY TO UNDERSTAND the “Why”. The event needs to be ‘meaningful’, people want to connect even if just is by sharing with hashtag

EO need to control the content, not the event.

Need to have that longevity in the brand. The interaction needs to be longer.

Understand key customers and build the personas.

You can’t delight everybody

Campaigns in loyalty to get repeated attendees.

Speaking all the time with the industry to identify opportunities

We should say ‘no’ more oftern

Post-event is key
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