Work backwards – project forwards to your end result. WHAT do you need to ACHIEVE? Break this out into financial results, new clients, better level of motivation etc. as applicable. Only then, go back to the beginning and plan – forwards.

Consider events as an integral part of your marketing strategy rather than as a stand-alone. Events should work alongside advertising and PR within your marketing plan. Events have the potential to sell, market, build brand awareness, increase profile, provide PR and a face to face client meeting all in one go.

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