EVENT INDUSTRY
RESILIENCE
ROADMAP
Empowering M.I.C.E Players
Through Strategic Narratives
OVERVIEW
YOU’LL
WALK AWAY
WITH
WHO
SHOULD
ATTEND
MICE businesses are badly impacted by COVID and operations have been disrupted for months. MICE businesses that have tried to adapt with their new products, services and business delivery over hybrid models have grappled with communicating their new business value proposition clearly. Some also lack a relevant brand story or persuasive narrative that would help them gain mindshare, attract and compel prospects to ‘buy’ during the pandemic. More pressing than before, Business leaders, sales and marketing managers need to master the skill to tell better stories in order to stay relevant and attractive across the economy’s cyclical changes.
• A ready-to-use persuasive brand narrative
to win more business for your
organisation, even in tough times.
• A proven story framework that you can
use to craft relevant and compelling
messages for different context, medium,
and platforms.
• The skill to tailor your message to your
customer so they remember you, love you,
and stick with you.
• A blueprint to help you curate and create
relevant and engaging digital content to
marketing your event.
Business and project leaders, sales and
marketing managers who are responsible
for developing and delivering persuasive
narratives to win over event sponsors,
partners, customers.
COURSE SCHEDULE
1ST Run
Wed | 17 Mar 2021 | 9 – 1pm
Wed | 24 Mar 2021 | 9 – 5pm
Wed | 31 Mar 2021 | 2 – 6pm
2ND Run
Fri | 6 Aug 2021 | 9 – 1pm
Fri | 13 Aug 2021 | 9 – 6pm
Fri | 20 Aug 2021 | 2 – 6pm
COURSE FEES
Members
Fees
SGD 960.00
Non-Members
Fees
SGD 1800.00
DEEP LEARNING
APPLICATION
OVER 2 WEEKS
In-Person Masterclass
4-hour class
Brand Value Proposition:
Getting into the minds of your
customers
Self-Paced Modules
To be completed within a week
Structuring a compelling
narrative & increasing
persuasiveness of your brand
story
In-Person Masterclass
1-day class
Making your offering irresistable
& spreading the message
Group Coaching
4-hour coaching
PROGRAMME
OUTLINE
In this segment, you will learn how to tap into your customers’
priorities and desires so that you’re able to craft a narrative that’s
hard to ignore.
WHAT YOU’LL LEARN
• To be clear of who your business is serving so you can be laser
focused in your messaging strategy to appeal to them.
• The gaps in your existing messaging that is stopping customers
from engaging your services or buying your products.
• The one mindset shift you need to become more
“customer-centric” when it comes to storytelling.
• The “Onion Peeling Technique” so you can get to the heart of
what matters and ignore “surface-level” issues your customers
doesn’t care about.
• How to set a specific and actionable “North Star” for your brand
story so that your customers know the purpose of why your
company or event exist.
The key to winning with your customers is not to get them to say
‘yes’, but to give them no reason to say ‘No’. Our trainers will share
with you a unique framework to identify objections before they
arise and arrest all doubt, leaving your prospects with only one
question : “How do I sign of on this?” Or “How do I buy?” Discover
how to anticipate and prepare for any objections.
WHAT YOU’LL LEARN
• Structure a compelling narrative that can be used across medium
• Pre-empt unsaid objections in order to overcome them in your
brand story
• Weave the elements of persuasion into your narrative to increase
the persuasiveness
• Frame the same message diferently to appeal to diferent
customer profiles
Communications is a continuous journey. Learn how to create and
curate content that cuts through the noise and builds a passionate
tribal community who love your brand.
WHAT YOU’LL LEARN
• The 3-part process to digital content marketing: Content,
Conversations, Connection
• To identify different channels and methods to creatively showcase
your brand story to get in front of your prospects.
• To map the different content types/purpose and drive funnel
attribution across the campaign funnel
Pre-event: to generate hype and interest
During: get people to show up for the MICE event
Post: generate recommendations and reviews
WHAT’S
INCLUDED
8 Modules, 6 Hours Worth of Content and Exercises
Learn to prepare a convincing story narrative from scratch with tutorials and carefully crafted exercise
Comprehensive
Worksheet & Guide
Unique case study examples depicting various scenarios ensure 100% guided application of the principles they learn.
Time-Tested Templates
and Frameworks
Drive millions in value for your businesses and save learners days of guesswork and accelerate process again-and-again.
Sharpen Skills with
30-Day Email Course
Reinforce learning after structured workshop and support learners to build habits to sharpen their skill.
THOMAS GOH
Native Digital & Branding Expert
MEET YOUR INSTRUCTOR
Tom is a tireless and trusted evangelist who has shared and served as a senior counsel to C-suites and to many various start-ups on their digital transformation and go to market business strategies. He has served as an adjunct lecturer at NUS-ISS and SMU imparting his digital and social knowledge to the next generation workforce.
He is an ACTA qualified facilitator and trainer who actively conducts digital masterclass and workshops for MNCs and local SMEs. He also holds a Certificate in Digital Marketing Professional, Digital & Social Sales Professional, Digital Marketing Specialist – strategy & planning and many more.
Tom has conducted LinkedIn content curation and creation Masterclass, workshops and consultancy for the C-suites and Middle management personnel of MNCs (largest listed property developer in SG and No 1 Mobile OEM player).
KOH KAI XIN
Storytelling Strategist
MEET YOUR INSTRUCTOR
Lead trainer and consultant at HighSpark , a strategic presentation consultancy, Fortune 500 company leaders rely on her to distil their brand’s messaging in high-stake moments.
Kai Xin received the “The World’s Best Story Tellers Award” citation by the World HRO Congress in 2017. She has also been previously featured on media outlets like 938 Live, Yahoo News, VulcanPost and more. She was recently one of the only 20 Singaporeans to be honoured on the Forbes30Under30 Asia list.
