Mutually Beneficial Partnerships to create an Evnet that sold out in less that 24 hours
Starting Point
Yummy's, an online membership targeting young mothers, faced the challenge of establishing a strong brand presence and fostering a sense of community. With a limited budget, few connections, and no prior event planning experience, the goal was to position Yummy's as a premium yet inclusive brand. We aimed to create an experience that felt luxurious while allowing attendees to feel truly welcome. The solution was an in-person event that would serve as a memorable brand touchpoint.
Role & Responsibilities:
As the project lead, I spearheaded a cross-functional team to deliver a sold-out event on one of London’s most prestigious streets. This required careful planning, strategic thinking, and problem-solving across multiple facets, from venue negotiations to partnerships and event execution.
Key Contributions:
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Data-Driven Strategy Development:
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Conducted competitor analysis of similar London-based events to identify best practices and areas for improvement.
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Successes Leveraged:
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Selection of an exciting, high-quality venue.
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Securing influential speakers and offering valuable goodie bags.
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Charging a small attendance fee to ensure commitment.
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Learnings from Competitor Mistakes:
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Addressed issues such as attendee exclusion by implementing speed-mingling sessions to prevent cliquey behaviour.
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Ensured gift bags contained only full-sized, high-quality items to meet expectations and differentiate from common samples.
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Venue and Partnerships Negotiation:
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Negotiated a venue on London’s exclusive Kings Road at no cost, using persuasive techniques highlighting the mutually beneficial aspects of a collaboration.
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Secured free full-sized items for gift bags from high-end, family-focused businesses, ensuring a premium guest experience.
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End-to-End Event Execution:
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Managed all aspects of the event, from planning to hosting, ensuring smooth execution from start to finish.
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Led cross-functional teams, solving challenges as they arose with creative and strategic solutions to overcome organizational and financial constraints.
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Team Leadership:
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Led, monitored, and motivated the team, ensuring tasks were executed efficiently and collaboratively.
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Provided solutions to logistical issues, maintaining a focus on the event’s high-quality experience.
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Results:
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Sold-Out event in less than 24 hours.
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Secured 5 influencers (655K followers) to join the panel and collaborate with us without a fee, enhancing the event’s visibility.
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Negotiated 100% discount on a prestigious London venue.
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Delivered an exceptional guest experience, earning 90% five-star ratings.
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96% increase in interest for future events - sighting an overall feeling of inclusion and community as one of the main reasons.
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73% rise in organic social media shares, significantly boosting brand awareness.
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85% of collaborative partners expressed interest in future collaborations, helping to expand the partnership pipeline.
Conclusion:
The event exceeded expectations, both in terms of execution and results. By employing data-driven strategies, creative problem-solving, and effective negotiations, we successfully positioned Yummy's as a premium yet inclusive brand. The event not only helped foster a sense of community but also laid a strong foundation for future growth and collaboration.
