The Cogs & Marvel fleet hits the street

To show off our colourful brand and help us out last week when we took over Dublin’s three largest venues for one giant event, we drafted the help of the Cogs & Marvel jeep fleet. Have you spotted us around the city?

 

This week, the Cogs & Marvel jeeps have taken us down to the National Ploughing Championships where we’re working with Lidl and Easons on brand activations at Europe’s largest outdoor festival. Stop by to say hi to our team onsite and experience the Lidl Full Shop Trolley.

 

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

Mountain Men (and Women)

With Met Éireann shouting “lock up your families and baton down the hatches”, the Cogs & Marvel team took the gamble and headed deep into the Wicklow mountains last Friday for a hike and some old-fashioned fun. Starting at the majestic Lough Tay, aka Guinness Lake, the team journeyed through the old Ballinrush Estate and on up to Lough Dan.

 

This place really must be seen to be believed; hundreds of wild deer roam the valley en route to Lough Dan and the landscape left and right is just breathtaking.

 

Once there, it’s easy to see why the location was chosen as one of the key spots for the hit show, Vikings.

 

Following the two hour round trip we were back on the bus, headed to Johnnie Fox’s (it would be rude not to). Craic, ceol, and some unbelievably good Irish seafood had us singing all the way home.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

10 Step Checklist to Marketing Corporate Events

You’ve had that bright spark moment, found a gap in the market for an event that can bring real value to the B2B or B2C sector, of massive educational or cultural significance. You’ve planned your content, found a venue, it’s plain sailing – but, unfortunately, no one knows you exist.How do you sell tickets to an event no one has ever heard of?

So how do you sell tickets to an event no one has ever heard of?

You may have an event idea that has the potential to be the next Web Summit or SXSW – but until you start selling tickets it doesn’t amount to much. So how do you not only think outside the box but break right through it to grab people’s attention?

This 10 Step Checklist to Marketing Corporate Events takes you through the importance of developing an event marketing strategy that stretches across social, digital, and traditional media from conception to post-event feedback.

 

1. The “organising idea”

Attracting attendees to your event requires a clear understanding of what value attending will bring to your audience. Will it change their perception of your product or service? Will it entertain, educate, or inspire?

Collaborate on this with the key stakeholders in the event, get your thoughts together, and mark out your end goal for the event – what you want to get from your audience and what you want them to get from their experience. This thought, what we call the “organising idea”, becomes a rallying cry to bring your audience together and an anchor point against which the event marketing strategy can be created and evaluated.

 

2. Who are you talking to?

This question probably informed your reasoning behind creating the event, but it really comes into play in your event marketing strategy. Before creating any content, before setting up a Facebook page, before shouting to the great big void that exists when you have no social following, think about who your audience is. What do they do, where do they live, how old are they? Time is a precious commodity – why would they want to give up theirs to come to your event?

When you’re pitching for new business, you don’t go into the room unprepared. You find out everything you can about the person you’re meeting to understand how best you can approach the situation. Marketing an event online takes on the same principles as pitching to a roomful of people – doing your homework always pays off. Understanding your target audience will inform what your message is and how your event marketing campaign is managed so take the time to understand your audience’s needs and wants. We call this process “empathy mapping” – getting inside the audience’s head to create a targetable persona. This starts with HubSpot’s method of developing buyer personas. Lisa Toner, who recently spoke at Social Media Summit, discussed the importance of building buyer personas into your marketing strategy.

“The success of your business starts and ends with knowing your buyer personas inside out and creating immense value for them at every step in their buying journey. A one-size-fits-all approach to marketing is destined for failure. The smart marketer understands the need to research and develop their key buyer personas and then put those personas’ needs at the heart of everything they do and create in their marketing.”

Lisa Toner, HubSpot

Not sure where to start? Check out the HubSpot Academy to learn how to develop buyer personas for your product or service.

 

3. Get your message on brand

Using the information you’ve gathered in developing your organising idea and empathy mapping your audience, it’s time to think about what your brand message is. You know what your audience wants and what you have to offer – how are you going to relay this message to them in your event marketing? What language or tone will they respond to? What are your competitors saying and how are your target audience responding to them?

People are more likely to buy from a brand that they trust and can relate to so take the time to develop a brand personality that will appeal to your target audience and a voice they’ll want to engage with. Don’t rush this process – you’re developing an event experience that people are going to remember and want to associate with.

“Set your stall out as to what your personality and tone of voice is going to be on social media, define that, write it down as your mission statement, put a sign with it up on your wall, and stick to it. A lot of people get confused about their tone of voice and what they’re trying to achieve. At Paddy Power we knew from the start who we were and what we wanted to do and have stuck by that.”

Michael Nagle, Paddy Power

(Side note: immediately follow Paddy Power on Twitter, Facebook, and Snapchat to see in action how successful a strong brand voice can be.)

 

4. Know your strengths

Be clear with yourself what you bring to the table and what you need to ask for help with. To design and manage a successful large-scale event marketing campaign you need to know what resources you have at your disposal – the expertise of your team, your organic digital reach, your budget, etc. – and what you need to obtain. Draft to your team a copywriter who can write compelling content for your blog, a creative director who can design ads that will make people sit up and pay attention, and a digital marketing strategist who can make the best use of your spend. If you don’t have these skills in house, go find them.

Your biggest promotional strength is going to be your speakers. Your target audience isn’t interested in giving their time or money to attend a conference they’ve never heard of no matter how valuable you tell them it will be – but they will pay to learn from respected industry thought leaders. The earlier you get your speakers onboard the more online credibility you can generate for your event. When signing speakers, be clear on what you need from them – remind them that raising the profile of your event will reflect well on them for speaking at it and ask them to promote your event to their social following.

 

5. Are you in the right room?

You know who you’re talking to, you know what you want to say – now you need the right platform to reach your audience. Knowing your audience and your brand will directly inform what social platforms you target.

“If you’re planning a corporate conference, a large portion of your audience will be on LinkedIn whereas if you’re promoting a new music festival your targets are probably checking platforms like Instagram and Snapchat more frequently. Social demographics will tell you what platforms your audience are likely to use so start there and create content that will suit the platform.”

Daniel Halpin, Cogs & Marvel

Think about what content you have and what you can get. Sharing insightful articles on the state of the industry and latest trends might resonate with your LinkedIn audience but aren’t what people go on Instagram to see. Look at you own social patterns as a barometer for this – when you’re on Facebook or Instagram late in the evening you’re not looking for work related content but if you’re scrolling LinkedIn in the office you don’t want a loud, flashy showreel playing. Think about what works for each platform, what times of day your target audience is like to be searching, and position yourself in front of them. If you have the time and money, create a variety of content – blogs, videos, podcasts, etc. – to suit the platforms you’re on.

Don’t try to be everywhere though – for marketing events on social media, you’re better being strong performers on a few platforms than running thin everywhere. If you’re researching an event that hasn’t posted in six months how relevant do you perceive them to be? Think about your resources and what is achievable – don’t promise things you can’t deliver.

 

6. Social media ads

Organic reach on social media won’t get your brand far. To get in front of your audience you’ll need the money to back your event marketing campaign. While advertising on social media can get expensive quickly if you don’t know what you’re doing, done strategically it can give you direct access to your target audience.

Think about all the information Facebook has on you. They know your age range and what gender and location bracket you fall into. They know who your friends are. They know what posts and pages you’ve shown interest in. When marketing on social media you can take full advantage of Facebook’s (or Twitter, LinkedIn, Instagram, etc.) library of information and target your audience using the information you built in your empathy mapping.

Plan your event marketing strategy from right now, create a content calendar, mark out the milestones along the way that you’ll want your audience to know about, and form your budget accordingly. Don’t plough all your budget into week one shouting about how great you are and leave nothing to announce your speaker line up.

Most importantly, track your spend – see where it’s going and what level of success it’s bringing. Don’t stick all your eggs in one social basket – run split tests using different copy, graphics, and ad types on different audiences to find what works. Set achievable goals to meet – don’t just pick a number and expect to reach it. Social media is a powerful tool for marketing events but if you aren’t putting the time into creating content that resonates with your audience it’s not going to go anywhere.

There are reams of articles on how to craft ads for different platforms which we couldn’t condense into one post so here’s our go-to library of how to create great ads on social media.

 

7. Digital marketing

A piece of sound advice – if you have the budget, leave it to the professionals. They’re pros for a reason! To find a digital marketing partner worth their salt check out the Google Premier Partners – trained and certified by Google in the AdWords products.

If you’re going it alone, similar rules to social etiquette apply: look back to your empathy mapping to target keywords and sites your audience will be searching, be intelligent about your spend, and stick to the imagery guidelines. Don’t ignore AdWords because it’s outside your comfort zone, but don’t run into it blindly either.

The best help comes from the source. The links below will help you choose your ad type and get you started on Google Advertising today.

 

8. Buyer’s journey

Think about how your audience experiences your brand, from the first time an ad appears in their newsfeed to completing purchase on a ticket, as a journey that you can control. Chances are you won’t have many people who go straight from a first glance to closing sale – you’re going to have to coax them along. What assets do you have to point them back in the right direction when they veer off course?

At the awareness stage they’ve seen an ad, maybe taken a look at your social pages, and clicked through to your event website. Where have they landed on your site? Where do you want them to go next? Make the discovery path you want them to take the natural one that leads to that end goal: the ticket page. Make your case compelling to get them as far down the sales funnel as you can – but don’t be disheartened if they leave without sealing the deal. How often do you buy without consideration? Probably more than you’d like to admit but, on an unknown brand, you’re more likely to do your research. The people who have visited your website have shown that they’re interested so don’t lose them through neglect.

Remarket to them: create ad sets across social and digital marketing specific to those who have made it to your event website and not purchased. Help them remember who you are, what value you have to offer, and pull them back for more. Don’t bore them with the same content – show your event as innovative and engaging. Treat it as a conversation with your buyer – if you are rehashing the same points over and over again on every social platform they’ll begin to hate the sight of you so it’s key to have new and exciting content specific to their buying stage.

 

9. Strategic partnerships

It’s well and good you shouting about your event but, without a reputation to back you up, why would anyone believe you? Aligning yourself with a person or brand that your audience trusts and respects adds weight to your offering so develop strategic partnerships that will add real value to your event marketing campaign. As a start-up event that you or your company is financing, paying for advertising space and marketing and PR expertise is a big investment so create attractive partnership opportunities with sponsors that can help you along the way. Some partnerships that you should be thinking about…

Traditional media – radio, print, television – gives you access to a wide audience; get a media partner on board early and get them talking about your event. As a sponsor of your event, the outlet that you align with will impact people’s perception of you, so align with a platform that has your target audience under their media umbrella.If you’re flying in speakers or targeting an international audience you’re probably looking to get an airline and hotel partner. As part of

If you’re flying in speakers or targeting an international audience you’re probably looking to get an airline and hotel partner. As part of sponsorship negotiations ask them what they can give you to offer as a competition prize to your audience – things that will entice people to like and share your page or incentivise them to buy tickets by a certain date.
As we’ve mentioned (once or twice) getting in the right expertise is invaluable to your marketing strategy – talk to advertising and digital marketing agencies about what they can offer you in exchange for exposure across your platforms.

 

10. Show up

Unless you’re planning for a one-off event, chances are Year One is an investment in the future. Advertising for Year Two begins the minute the audience walks in the door so don’t forget to meet them there. Have an on-site event marketing strategy in place with scheduled updates throughout, but don’t neglect what’s happening in the room. Ask the audience questions. Poll which speaker or act they’re most looking forward to seeing. Think outside the box to add to their event experience.

Think about how you want people to engage online throughout the event. Think about how far you can reach if you have your audience, speakers, entertainers, festival-goers, etc. telling their following how much fun they’re having at your event. So create photo opportunities, tweetable moments, and shareable content – give people a reason to shout about your brand.

Once the audience is gone, the set taken down, and the (deserved) celebratory drinks are had, don’t just switch off for another eight months! If you’ve delivered on the experience you set out to people will have opinions. Good or bad, these are invaluable learnings for next year so track everything – keep your brand alive. Set up a post-event feedback form with some incentive (maybe a discount code for next year?) for the audience to fill out. The more information you have the stronger your position is to develop your event marketing strategy for Year Two and build on your brand’s legacy.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

 

 

The Sunday Times: Events Queen Living Her Fantasy

Featured in this weekend’s Sunday Times was an interview with Jane, talking about award wins, Green Light Events’ beginnings, and where Cogs & Marvel is headed. Check out the article in The Sunday Times online or read on…

 

Events queen living her fantasy

Interview Gavin Daly

Cogs & Marvel’s Jane Gallagher organised a Game of Thrones banquet for Google, and she’s hungry for more

Jane Gallagher points to three new additions to the trophy cabinet at Cogs & Marvel, the Dublin events agency she founded with her business partner Roisin Callaghan. There’s one for best event management company of 2016, one for team of the year, and one for the best corporate event of the year.

The recent Event Industry Awards at a Dublin hotel were undoubtedly less glamorous than the events for which Cogs & Marvel gets recognised for organising. They include a leadership summit for 800 executives of DoubleClick – a division of Google – featuring a Game of Thrones-themed banquet in a glass marquee at Luttrellstown Castle.

“It was great,” says Gallagher, beaming. “In this business, you have to keep coming up with new ideas.”

That was a medium-sized event in her world. In September, Cogs & Marvel is taking over three Dublin venues – the 3Arena, Convention Centre Dublin and the RDS – for a Google sales conference that will be attended by 5,500 people.

The company is organising flights for most of those, putting them up in 29 hotels and booking 10 pubs in Dublin. A fleet of 80 coaches will have to run like clockwork over the three-day event.

Gallagher seems unfazed, perhaps because she has done it all before. Google has been a customer for a decade, and Facebook, Uber and Twitter are all on the client list, alongside Irish companies and government agencies.

“We did 168 events last year,” she says. “We’ve done events in 22 countries. A lot of it is repeat business.”

From a brightly decorated office in Sandyford Industrial Estate in Dublin, Cogs & Marvel is on a growth spurt.It is targeting revenues of €23m this year, up from €18m last year, and there is a plan to get to €36m in the medium term.

The newest Cogs & Marvel staff member joined last week, bringing the workforce to 50 people, including 10 in a new San Francisco office headed by Callaghan. In the past year, the company has also brought in a chief executive and changed its name from Green Light Events to better reflect its mix of logistics and creativity: the cogs and the marvel.

“I’m the cogs and Roisin is the marvel,” says Gallagher. “Roisin looks at a room and can see a Game of Thrones banquet; I see how many people we can fit in.”

From Greystones in Co. Wicklow, Gallagher’s late father was director-general of the Institute of Public Administration, and her mother is a retired stenography teacher. She studied hotel management in the early 1990s and went off to work in London for about five years with the Tower Hotel group there.

Back in Dublin in 1998, she went into Jurys hotel in Ballsbridge, one of the capital’s busiest hotels. Over six years, she went from operations to conferencing and banqueting, and then hotel revenue manager. A chunk of her job was matching room availability with events in the hotel, which brought her into contact with Callaghan, who worked for an events company. “I remember thinking, I’d love to get into that,” she says.

Gallagher enjoyed the hotel work and praises her former Jurys boss Dick Bourke, but had had enough by 2004.

“I was working six days a week, up to 12 hours a day. I had no life.”

For a change of pace, she upped sticks to Co. Clare and went to work for Fitzpatrick’s hotel at Bunratty. She had just bought a house in Quin, in southeast Clare, when Callaghan came calling.

“The company she worked for was looking for people, and I really wanted to get into the events business,” she says.

They spent two years working together at Beacon Conference & Incentive, which became part of Platinum One, an events and sports management business owned by Fintan Drury. It had big clients including the Ryder cup but, by the autumn of 2006, Gallagher and Callaghan were ready to do their own thing.

“Google had just set up in Dublin and we noticed this boom in tech companies doing cool things,” she says. ” We wanted to offer something young and fun.”

She pauses and laughs. “That was 11 years ago. We were younger and funner.”

Green Light Events started with the pair working in Callaghan’s one-bed Dublin apartment. For Christmas 2006, both of them got gifts of new laptops.

“We didn’t have a penny, we didn’t have a client, we didn’t have an event. But we did believe in ourselves.”

They were doing a start-your-own-business course when a friend mentioned Google was looking for someone to organise an event for 800 people, with a brief that it should be “in the sun”. They tendered for the business, including an offbeat suggestion of Seville, and were asked to London to pitch to Google.

“The call came back: ‘They are going to go with you, and they are going to go with Seville.'” says Gallagher. “It was like, ‘OK, how are we going to do this?'”

Six days a week for a number of months, Gallagher would collect Callaghan at 6.30am and drive to Google’s Dublin office, where they worked until 9pm. On Sundays, they met at 8am. “We worked so hard,” she says. “It was all new to us and new to them.”

With no real systems in place, the registration and organisation had to be done manually. They chartered planes and organised fibre broadband in the Seville venue. Friends and family pitched in to help and the three-day event in the summer of 2007 went without any big hitch. “At the end, we were in this little cupboard and we burst into tears. We did it.”

Over the next three years, they organised several more events, all outside Ireland. Callaghan had her son in 2011 and Gallagher’s son was born in 2012 but they didn’t slow the pace, she says.

By 2014, they had six staff and were doing 40 events a year. Gallagher recalls dispatching one new employee to Dublin airport on her first day for a US flight. “It was great but we were killing ourselves. We didn’t have time to think.”

In 2015, they brought in Killian Whelan, an experienced businessman and husband of a good friend, as company chair. He advised that one of the duo should focus on events and the other take a step back to look at strategy.

“He said, ‘If you want to build a company, you need to build the engine room.’ We wouldn’t be here without Killian.”

Gallagher kept the events focus and Callaghan drove strategy, including setting up a travel agency in-house in 2015. The company also began hiring specialist creative staff, including a production director and graphic designers. “Recruitment was the scariest part,” says Gallagher. “You could hire people in January and not know if you would have enough work for them.”

The work clearly did come. In the year to the end of August 2016, pre-tax profits almost trebled to €2m, accounts show.

Dave Smyth, a former head of ad agency Ogilvy & Mather in Ireland, joined as chief executive last September with a plan to double the size of the business. Two weeks later, Callaghan moved to San Francisco to set up the US office.

“American companies love the way we operate,” says Gallagher. “We’re quick because those companies are quick.”

It’s not all glamour, however. There is travel, weekend work and late-night phone calls. “We did a five-day event in Singapore and didn’t step outside the hotel and convention centre once. We had to buy coats because of the air-conditioning.”

The name change came after they hired consultants to look at how the business was perceived. THe message was that they were well regarded for logistics but less known for creativity.

“I thought we might change our logo,” she says. “When they suggested changing the name, I said ‘Over my dead body.'”

It grew on her, however, and the rebrand was launched in January.

Gallagher and Callaghan own 40% of the company each, and Whelan and Smyth own the balance. The relationship with Callaghan is “like a marriage”, she says. “We’re lucky because we have each other. We’re both perfectionists but we clash at times, don’t get me wrong.”

Having taken seven years to get to 10 staff, the company will hire up to 10 people by the end of the year and is also looking at acquiring events. It bought the Social Media Summit last year and ran it for the first time in April for 600 people.

“By next year, there might be something else we own,” she says.

A base in Asia Pacific could also be on the horizon in future but Gallagher is in no rush to get on more long-haul flights. “I’m not going,” she says, smiling.

Since the name change, some people have mistakenly congratulated her on selling the company, but there are no plans. “It’s too early. Give it another five years, when I’m hitting 50, and we’ll see.”

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

 

Event Industry Award Winners 2017

On Friday night, we were awarded Best Event Management Company at the Event Industry Awards. Naturally, much celebration ensued.

The Event Industry Awards have, for the last eight years, looked for the best of the Irish event industry to recognise the work of teams and individuals and award excellence. In the last number of years, we’ve been awarded Best Event Innovation, Best Event, and Best Event Team to name a few, aspiring to the country’s top accolade of Best Event Management Company. This year, we earned it.

The award for Best Event Management Company, following the earlier announcements of our wins for Best Event Team and Best Corporate Event (for Google’s DoubleClick Leadership Summit), reflected the strides we’ve made as a company in the past twelve months. But these awards are more than a mark of achievement for our company; they honour the daily achievements of our people, both in Dublin and San Francisco, at every level, who make up Cogs & Marvel’s greatest strength – our team.

This last year has proven that there is nothing that we can’t do. We’ve doubled our team, we’ve opened our first office outside of Ireland, and we’ve embraced our next chapter as Cogs & Marvel – a new name steeped in ten years of Green Light’s history and experience. And, as a team, we couldn’t be prouder to be a part of this journey.

With the strength of our people behind us, watch this space to see where the next ten years will take us.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

EY Entrepreneur of the Year – Irish Times Profile

Featured in today’s Irish Times, Jane and Roisin talk about setting up shop, the obstacles they’ve overcome, and Cogs & Marvel’s plans for the future. Read on for the full profile…

 

Events and brand experience agency not shy about putting on a show

 


EY Entrepreneur of the Year Award finalists: Jane Gallagher and Róisín Callaghan of Cogs & Marvel

 

Established in Dublin in 2006 by Róisín Callaghan and Jane Gallagher, Cogs & Marvel is a fast-growing creative events and brand experience agency. The company, formerly known as Green Light Events, aims to deliver a big, bold wow for its clients, which may explain why it has become particularly popular with companies in the technology sector.

Róisín and Jane began by operating out of Google’s Dublin office to manage the tech giant’s 2006 EMEA sales conference in Berlin. Since then, the company has grown to the point that it now employs 44 people across Dublin and San Francisco, where it recently opened an office. Clients of the company include Uber, Indeed, Facebook, Dropbox and LinkedIn.

Cogs & Marvel more than doubled its workforce last year, as revenues climbed to almost €18 million from €10 million. During 2016, the company ran events in 22 countries across four continents.

The company recently brought in Dave Smyth, former managing director of Ogilvy & Mather Ireland, as chief executive to lead the company in this period of accelerated growth.

 

Describe your business model and what makes you so unique.

We create and organise events from desk to destination. We have in-house departments to deal with all elements of events and recently set up a travel agency to ensure we could get our delegates the best travel service.

 

What moment/deal would you cite as the “game changer” or turning point for the company?

Successfully running our first event for over 800 people in Seville, Spain, in 2007. It was our first event for our new company, for which we worked 16 hours a day for months trying to pull it together. When all 800 people had arrived safe and sound and on time from 17 countries, we celebrated (quietly) at the back of the conference room! The event was a massive success and was the true announcement of our arrival into the market.

 

What was your “back-to-the-wall” moment and how did you overcome it?

We spent the first six years working flat-out and struggling to cope with the workload that we had. We had no personal lives. To overcome this we forced ourselves to stand back and look at the business as a whole. We changed focus in order to progress, tactically expanded the operation and scaled up our workforce by 200 per cent.

 

What is the best piece of advice you received when starting out?

The greatest advice we received was scale, scale, scale. Grow the team and hire the best people you can. Don’t be scared to hire people better than you – you’ll learn from them and they will help your company be the best it can.

 

Describe your growth funding path.

We are very lucky to be self-funded. We set up the company with capital of €20,000, using our personal credit cards to pay for some of the elements for our first event. Today, we are paid in advance for most of our events which allows us to pay deposits to suppliers and for expenses incurred in the event planning stages.

 

Where would you like your business to be in three years?

We have been on an amazing expansion path over the past few years and we want this to continue.Our short-term plan is to grow our brand in San Francisco and then expand to the east coast and APAC region (Asia-Pacific). We already work there so having a base makes strategic and financial sense. Longer-term, we are hoping to create our own events that we own. We recently acquired Social Media Summit, a conference aimed at agency digital marketers and SME owners, with plans to grow it in Dublin and abroad. We are also looking at a number of other large events.

 

The original article can be found here.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

The Event of the Future

Croke Park Events and Sool Nua are bringing The Event of the Future to Dublin on 20th July. The one-day event will offer insights, ideas, and inspiration to meetings and events professionals with keynotes and panels from industry thought leaders.

Having the opportunity to host The Event of the Future here in Croke Park has been an absolute pleasure. The world of events is constantly changing and evolving, and with that Croke Park Meetings and Events has had to change and evolve with it. This event is going to be dynamic, interactive and above all fun – focusing on what is the most important aspects of this ever-changing industry. The fact that it also coincides with U2’s Joshua Tour here in Croke Park was a major perk, and is allowing us to showcase Croke Park like never before!

Sinead Heneghan, Croke Park Meetings and Events Head of Sales

Cogs & Marvel Group CEO Dave Smyth will give the agency perspective on a panel with Mark Cooper of the IACC and Lynette Moran from Live Collision. Register now on the Event of the Future website and follow the conversation at #EOTFdublin.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

Video: Facebook 1EMEA

How do you inspire a team of 1300 that are based all over EMEA?

Working with Facebook to create their 1EMEA Sales Conference, Cogs & Marvel designed a team building experience that excited the Facebook EMEA sales team and strengthened ties between their EMEA offices.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

The Best of Cannes’ Beach Activations

We’re coming home tired and sunburnt, but Cannes Lions 2017 didn’t disappoint. On stage, the 64th International Festival of Creativity applauded the finest creative campaigns and design innovations of the past twelve months (more on that to come) while delegates were inspired by talks and panels with Sheryl Sandberg, Ian McKellan, and Helen Miren.

But the fun didn’t stop there. On the beach, the social media giants led the Festival Fringe activities, where brands like YouTube and Twitter went bigger and better than before to excite and delight their VIP guests.

Check out some of the best brand activations of Cannes Lions 2017 below.

 

#YouTubeBeach

Office views for the week… Rough life. Yes you Cannes fly to France at 30 weeks. #youtubebeach

A post shared by barbara p (@bbochs) on

 

#TwitterBeach

 

#SnapchatCannes

 

#PinterestPier

 

Cogs & Marvel

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.

Indeed Prime @ Dublin Tech Summit

Creating WOW doesn’t have to mean you’re using your calendar event budget in one go. Leaving an impact on attendees can be achieved by a simple idea executed well.

For the Indeed Prime brand activation at Dublin Tech Summit, Cogs & Marvel took the launch party – a noisy gathering of ambitious techies in a Dublin evening venue – and turned it into a stock exchange of career opportunities. We did this by installing a job ticker, stock exchange style, over their heads. We didn’t ask them to change their behaviour in any way, to do anything different, we just reminded them that a gathering like this is a networking opportunity that could lead to career advancement and that their next move in the market should be to connect to Indeed Prime.

The jobs circulating above their heads (with salaries and locations) were jobs currently available on Indeed Prime, a new entrant into this space. The Indeed Prime brand is all about connecting the right people to the right jobs, quickly and simply, reducing recruitment times by half. They focus on tech talent so sponsoring the Tech Summit launch party was an excellent opportunity to announce themselves to this audience. The challenge was that no one likes to be sold to in a social environment. The solution worked because we changed the meaning of what the party-goers were doing (from being there for a laugh and a beer to being there to seek opportunity) without expecting them to do anything differently. And we put Indeed Prime at the heart of that opportunity.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.