Codarity · copy review
Czerlonka Event Design & Management
139 lines · compounding · Attraction leads · corporate general · deterministic wording
Cover
The first two sentences. If these do not land, nothing else is read.
coverTitle
Market briefing for Czerlonka Event Design & Management
coverStanding
Prepared for Eric Czerlonka. This is research about your market and where your firm sits in it, ending in a path. It is not a proposal.
Your answers
Reflects their four answers back before anything is asserted. Absent when they have not answered.
answersIntro
You answered four questions. They are here first because everything after this reads differently depending on them.
How your buyers decide
The 221-day claim, before it is applied to them.
buyingBehaviourIntro
Before anything specific to your firm, one thing about how your buyers behave, because it explains most of what follows.
buyingBehaviourClose
5 in every 100 of your buyers are actively looking right now. 12 are forming a view without talking to anyone. 83 are not looking at all and will be at some point. Almost all marketing in this market is built for the first group. The work that compounds is built for the second.
Who is actually in the room
Five seats. The section the ideas all point back at.
committee.leadSeatbalanced read, market unmapped
The one whose neck is out
committee.sponsor.optimisingForThe one whose neck is out
a result they can point at in a board meeting. The event is a means to something they have already promised upwards.
committee.sponsor.afraidOfThe one whose neck is out
spending a large number and having nothing defensible to show for it. Not failure exactly, ambiguity.
committee.sponsor.questionThe one whose neck is out
If I am asked in six months whether this was worth it, what do I say?
committee.sponsor.reassuredByThe one whose neck is out
a supplier who talks about outcomes and measurement before they talk about production values.
committee.owner.optimisingForThe one who has to run it
a delivery that does not consume them. They have done this before and they know exactly which parts go wrong.
committee.owner.afraidOfThe one who has to run it
a supplier who is impressive in the pitch and unreachable in week six. They have been burned and they remember it.
committee.owner.questionThe one who has to run it
When something goes wrong at 6pm the night before, who actually answers the phone?
committee.owner.reassuredByThe one who has to run it
specifics about process, escalation and named people, rather than a showreel.
committee.brand.optimisingForThe one guarding how it looks
something that feels like them and lands with their audience, not a generic event with their logo on it.
committee.brand.afraidOfThe one guarding how it looks
cheapness. A stand, a stage or a room that undercuts everything else they have spent the year building.
committee.brand.questionThe one guarding how it looks
Will this look like us, or like an event company's idea of us?
committee.brand.reassuredByThe one guarding how it looks
evidence the supplier understands their market and their audience, not just their sector.
committee.finance.optimisingForThe one who signs it
predictability. A number that does not move and a process that survives an audit.
committee.finance.afraidOfThe one who signs it
scope creep, and being the person who approved the thing that overran.
committee.finance.questionThe one who signs it
What is the number, what changes it, and what happens if we cut it by twenty per cent?
committee.finance.reassuredByThe one who signs it
commercial clarity offered early and unprompted, rather than extracted during negotiation.
committee.internal_user.optimisingForThe one who has to live with it
the event doing the job they need it to do: pipeline, a launch that lands, a team that comes back motivated.
committee.internal_user.afraidOfThe one who has to live with it
an event that is beautiful and useless. Lots of photographs, no conversations that went anywhere.
committee.internal_user.questionThe one who has to live with it
What do I get out of this on the Monday after?
committee.internal_user.reassuredByThe one who has to live with it
a supplier who asks what happens after the event before they ask about the venue.
The 221 days before they call you
The centrepiece. Commend, then finding, then what it costs them.
presence.frame
Everything after this hangs off one number. In B2B event services the gap between a buyer starting to look and a buyer making contact averages 221 days. Nearly eight months of deciding, almost all of it in private, and almost all of it before anybody picks up a phone.
presence.commendmust run before the finding
Start with the part that deserves saying plainly. Czerlonka Event Design & Management has built this business on delivery and on people recommending you, without any of what follows. That is harder than it sounds and most firms cannot do it. Everything below is about what that leaves on the table, not about the work.
presence.finding
Now the part that is harder to see from inside. A buyer in this market spends 221 days researching before they make contact. Across the 10 places we can actually check, Czerlonka Event Design & Management is present at 0 of them and absent from 100 per cent. Every gap sits early: being findable when a buyer asks an AI assistant, being found on the questions they search months earlier, publishing a point of view where they already read and appearing somewhere that is not your own website.
presence.consequence
That is the whole of it. Not a pitching problem, not a pricing problem. For roughly 221 days a buyer is forming a shortlist you are not on, and by the time they enquire they have already chosen. The work you lose this way never appears as a loss, because you were never invited to bid for it. It looks like a quiet quarter.
presence.notVisibleNoteidentical on every report, deliberately
Two things on that list we have deliberately not scored, and they are the same two on every briefing we produce. Whether you are approaching named accounts directly, and whether you can see which of these actually produces work. Nothing outside your business reveals either, so guessing would be worse than useless. They are the first two questions worth asking on a call, and between them they usually explain more than the rest of the list.
presence.bridge
What closes that gap is not doing more of what you already do well. It is being demonstrably the firm that understands corporate event contracts better than anyone else, in the places your buyers are already looking, for the whole of those 221 days. That is what the rest of this is.
presence.row.ai_searchnot yet · asks an AI assistant who the credible suppliers are
no substantive content surface, so there is nothing for an assistant to cite
presence.row.organic_searchnot yet · searches the problem, months before searching for a supplier
no content surface at all, so no way to be found on a question
presence.row.thought_leadershipnot yet · reads their feed and forms a view of who understands this work
no publishing activity found
presence.row.earned_coveragenot yet · sees the name somewhere that is not the supplier's own website
the research found no press, awards or third-party features to point at
presence.row.paid_socialnot yet · is not looking yet, and needs to have heard of you before they are
no LinkedIn advertising
presence.row.paid_searchnot yet · types a buying-intent search once the brief is real
no paid search
presence.row.retargetingnot yet · disappears for four months mid-cycle, then comes back
no retargeting, so a buyer who leaves mid-cycle is gone
presence.row.lead_magnetnot yet · wants the thinking without having to talk to a salesperson yet
nothing to exchange for an email address, so interest arrives anonymous or not at all
presence.row.nurturenot yet · is 221 days from enquiring and will forget you in 30
no route to stay in contact between briefs
presence.row.outboundcannot tell from outside · never comes looking, because they already have someone
nothing outside your business can show this. It is the first thing worth asking about
presence.row.published_proofnot yet · checks you can actually do the work, once you are on the list
the delivery record is not readable by anyone who has not worked with you
presence.row.measurementcannot tell from outside · (not a buyer touchpoint: whether you can see any of the above)
nothing outside your business can show this. Over 221 days it is the difference between knowing and guessing
What that means for you
The hinge. Where the whole argument turns.
hingeOpening
The research reads a firm operating at a level where buyers arrive already knowing roughly who you are. Two things in the research point the same way: enterprise-tier buyers and demand arriving with nowhere to land.
hingeTensioncarries their Q2 answer when they have given one
The tension is not demand. It is that interest which arrives before a buyer is ready has nowhere to go, so it leaves and comes back as somebody else’s client.
hingeResolution
The fastest change available to Czerlonka Event Design & Management is not a bigger effort across everything. It is somewhere for interest to land, because it is the one thing every other move depends on and the one thing currently absent. The majority of your traffic that is researching quietly becomes a known contact instead of an anonymous visit. Staying useful between briefs follows it directly, and the rest of the board is ordered behind those two.
The full board
The path, before it is broken into pillars.
boardIntro
This is the whole system, not a proposal. Four pillars, and within each one the two modules that would do the most for Czerlonka Event Design & Management given what the research found. Two are lit for the first quarter. One is marked as deliberately not yet. Everything grey is real work that is simply not the next work.
notYetIntronot yet: Turning up where buyers already are
One move in Attraction is held back on purpose. Proactive visibility works once there is something credible to land on. Published proof comes first.
matrix.not_yet_reasonfrom the matrix, rendered as-is
Proactive visibility works once there is something credible to land on. Published proof comes first.
matrix.evidence[0]from the matrix
enterprise-tier buyers
matrix.evidence[1]from the matrix
demand arriving with nowhere to land
Authority
Whether a buyer can satisfy themselves you are credible without speaking to you.
pillarIntro.Authority
Authority is whether a buyer can satisfy themselves that you are credible without speaking to you. It is the pillar everything else borrows from.
PLAY_PROOF_ASSETS.labelquarter 1
Published proof
PLAY_PROOF_ASSETS.summary
Turning work you have already delivered into evidence a buyer can read before they ever speak to you.
moduleNarration.PLAY_PROOF_ASSETSwhy it is here
On the board for Czerlonka Event Design & Management because the delivery record is strong and almost none of it is readable by someone who has not worked with you.
PLAY_PROOF_ASSETS.effectwhat changes
Buyers who are shortlisting quietly get something to shortlist you on. It also gives every other module something credible to point at.
PLAY_PROOF_ASSETS.firstMovefirst move
Pick three delivered events, one per buyer type, and write each up as a short account of the brief, the constraint and the outcome.
PLAY_PROOF_ASSETS.signalyou will know because
Enquiries start arriving that reference a specific piece of work rather than asking what you do.
ideas.PLAY_PROOF_ASSETS.positionspositions you as
a firm whose track record can be checked without a phone call
ideas.PLAY_PROOF_ASSETS.0Article on your site · for the one who has to run it
What buyers get wrong when they brief corporate incentive travel and luxury event design
ideas.PLAY_PROOF_ASSETS.1Article on your site · for the one who has to live with it
Corporate incentive travel and luxury event design: what the budget actually has to cover
ideas.PLAY_PROOF_ASSETS.2PR angle · for the one guarding how it looks
Where corporate buyers generally budgets are actually going this year
PLAY_SEARCH_AUTHORITY.labelquarter 3
Being findable when buyers search
PLAY_SEARCH_AUTHORITY.summary
A small set of pages that answer the questions your buyers put into a search bar before they have a shortlist.
moduleNarration.PLAY_SEARCH_AUTHORITYwhy it is here
On the board for Czerlonka Event Design & Management because there is no content surface for a buyer to find you on before they have a shortlist.
PLAY_SEARCH_AUTHORITY.effectwhat changes
You become discoverable to people who are not yet in a buying process, which is when a shortlist is actually formed.
PLAY_SEARCH_AUTHORITY.firstMovefirst move
List the ten questions you get asked most in a first call. Each one is a page.
PLAY_SEARCH_AUTHORITY.signalyou will know because
Search starts to appear as a source on new enquiries.
ideas.PLAY_SEARCH_AUTHORITY.positionspositions you as
the trusted technical adviser on the problem, months before anyone is buying
ideas.PLAY_SEARCH_AUTHORITY.0Article on your site · for the one who has to run it
"When something goes wrong at 6pm the night before, who actually answers the phone?"
ideas.PLAY_SEARCH_AUTHORITY.1Article on your site · for the one whose neck is out
What goes wrong in corporate event contracts, and why nobody says so
ideas.PLAY_SEARCH_AUTHORITY.2Article on your site · for the one guarding how it looks
How to brief a supplier properly, and what the one guarding how it looks should be asking you
ideas.PLAY_SEARCH_AUTHORITY.3Paid search theme · for the one who signs it
Buying-intent terms for corporate event contracts in corporate buyers generally, landing on the answer
Attraction
Getting in front of people who are not yet looking.
pillarIntro.Attraction
Attraction is how interest reaches you and what happens to the interest that is not ready to become an enquiry.
PLAY_LEAD_CAPTURE.labelfirst quarter
Somewhere for interest to land
PLAY_LEAD_CAPTURE.summary
A path for the visitor who is interested but not ready to send an enquiry, so their interest is not lost.
moduleNarration.PLAY_LEAD_CAPTUREwhy it is here
This is the first move, because interest that is not ready to become an enquiry currently has nowhere to go. The research is unambiguous on it: demand arriving with nowhere to land. Everything in the quarters after this one assumes it is in place.
PLAY_LEAD_CAPTURE.effectwhat changes
The majority of your traffic that is researching quietly becomes a known contact instead of an anonymous visit.
PLAY_LEAD_CAPTURE.firstMovefirst move
One thing worth an email address, built from the proof you already hold, behind a form that asks for very little.
PLAY_LEAD_CAPTURE.signalyou will know because
A list that grows every month without paid support.
ideas.PLAY_LEAD_CAPTURE.positionspositions you as
worth an email address before you are worth a meeting
ideas.PLAY_LEAD_CAPTURE.0Lead magnet · for the one whose neck is out
The corporate incentive travel and luxury event design brief template, with the lines everyone forgets
ideas.PLAY_LEAD_CAPTURE.1Lead magnet · for the one who signs it
The template for what worries the one who signs it most
ideas.PLAY_LEAD_CAPTURE.2Lead magnet · for the one who has to live with it
How to make the internal case, not just choose a supplier
PLAY_ABM.labelquarter 4
Named-account targeting
PLAY_ABM.summary
Working a defined list of accounts you want, one by one, rather than waiting.
moduleNarration.PLAY_ABMwhy it is here
On the board for Czerlonka Event Design & Management because the accounts worth naming are identifiable, and approaching them needs the always-on layer working first.
PLAY_ABM.effectwhat changes
The highest-value route and the most demanding, because it needs everything else working.
PLAY_ABM.firstMovefirst move
Fifty named accounts, researched properly, approached individually.
PLAY_ABM.signalyou will know because
Conversations opening inside accounts you chose rather than accounts that found you.
ideas.PLAY_ABM.positionspositions you as
the firm that approached them about their situation rather than broadcasting at them
ideas.PLAY_ABM.0Outreach angle · for the one who has to run it
Open on the problem the one who has to run it has, not on what you do
ideas.PLAY_ABM.1Outreach angle · for the one whose neck is out
A reason to make contact that would be worth reading if you sold nothing
ideas.PLAY_ABM.2Outreach angle · for the one guarding how it looks
Lead with what you know about corporate buyers generally, not about yourself
Automation
Giving the hours back. Never removing the people.
pillarIntro.Automation
Automation here means giving you the hours back, not taking the people out. The conversations stay yours. What goes is the repetitive work stacked around them.
PLAY_ENQUIRY_ENRICHMENT.labelquarter 1
Walking into the call already informed
PLAY_ENQUIRY_ENRICHMENT.summary
Every enquiry enriched the moment it arrives, so whoever takes the call already knows the company, the people and the likely budget.
moduleNarration.PLAY_ENQUIRY_ENRICHMENTwhy it is here
On the board for Czerlonka Event Design & Management because first conversations currently start from whatever the enquiry form happened to capture.
PLAY_ENQUIRY_ENRICHMENT.effectwhat changes
The first conversation starts a level up. You are asking about the brief rather than asking who they are, and that difference is audible to the buyer.
PLAY_ENQUIRY_ENRICHMENT.firstMovefirst move
Decide the six things you always wish you knew before a first call, then have them attached to the enquiry automatically.
PLAY_ENQUIRY_ENRICHMENT.signalyou will know because
Nobody opens a call by asking what the company does.
ideas.PLAY_ENQUIRY_ENRICHMENT.positionspositions you as
prepared, on the first call, without anyone doing an hour of digging
ideas.PLAY_ENQUIRY_ENRICHMENT.0Enrichment field · for the one who has to run it
Size, structure and who else is in the room, before the first call
ideas.PLAY_ENQUIRY_ENRICHMENT.1Enrichment field · for the one whose neck is out
Has this account run corporate event contracts before, and with whom
ideas.PLAY_ENQUIRY_ENRICHMENT.2Enrichment field · for the one guarding how it looks
Who here matches the one guarding how it looks, and who is missing from the call
PLAY_NURTURE_ARCHITECTURE.labelfirst quarter
Staying useful between briefs
PLAY_NURTURE_ARCHITECTURE.summary
A regular, genuinely useful contact with people who are interested but not buying yet.
moduleNarration.PLAY_NURTURE_ARCHITECTUREwhy it is here
This runs directly behind the first move, because the buying cycle here runs in quarters and there is nothing keeping you useful across it. On a buying cycle measured in quarters, the two together are worth more than either alone.
PLAY_NURTURE_ARCHITECTURE.effectwhat changes
On a buying cycle measured in quarters, this is what makes you the name they already know when the brief lands.
PLAY_NURTURE_ARCHITECTURE.firstMovefirst move
A monthly note to everyone who ever raised a hand. Short, and about them.
PLAY_NURTURE_ARCHITECTURE.signalyou will know because
Replies from people who went quiet eighteen months ago.
ideas.PLAY_NURTURE_ARCHITECTURE.positionspositions you as
still useful nine months after they first found you
ideas.PLAY_NURTURE_ARCHITECTURE.0Nurture branch · for the one whose neck is out
For anyone whose issue is: "If I am asked in six months whether this was worth it, what do I say?"
ideas.PLAY_NURTURE_ARCHITECTURE.1Nurture branch · for the one guarding how it looks
For the ones stuck on internal buy-in, which beats budget
ideas.PLAY_NURTURE_ARCHITECTURE.2Nurture branch · for the one who has to live with it
For the corporate buyers generally buyer nine months out, built to stay useful
Architecture
The structure underneath, so none of the above leaks.
pillarIntro.Architecture
Architecture is the plumbing. Unglamorous, and the reason the other three either compound or leak.
PLAY_PIPELINE_STRUCTURE.labelquarter 3
One pipeline, agreed stages
PLAY_PIPELINE_STRUCTURE.summary
Every live opportunity in one place, with stages everyone reads the same way.
moduleNarration.PLAY_PIPELINE_STRUCTUREwhy it is here
On the board for Czerlonka Event Design & Management because there is no single place that answers what is actually coming.
PLAY_PIPELINE_STRUCTURE.effectwhat changes
You can see what is actually coming, which is the difference between forecasting and guessing.
PLAY_PIPELINE_STRUCTURE.firstMovefirst move
Agree five stage names, then move every open opportunity into them.
PLAY_PIPELINE_STRUCTURE.signalyou will know because
The pipeline answers questions instead of raising them.
ideas.PLAY_PIPELINE_STRUCTURE.positionspositions you as
able to see what is actually coming
ideas.PLAY_PIPELINE_STRUCTURE.0Workflow · for the one who has to run it
The steps that happen every time, written down once
ideas.PLAY_PIPELINE_STRUCTURE.1What to measure · for the one whose neck is out
Which of this starts a corporate incentive travel and luxury event design conversation
PLAY_OFFER_ARCHITECTURE.labelquarter 4
A smaller way in
PLAY_OFFER_ARCHITECTURE.summary
Something a new buyer can commit to that is not a full event, so the first yes is easier.
moduleNarration.PLAY_OFFER_ARCHITECTUREwhy it is here
On the board for Czerlonka Event Design & Management because the only thing a new buyer can say yes to is a full event, which makes the first yes expensive.
PLAY_OFFER_ARCHITECTURE.effectwhat changes
Shortens the first decision and gives you a relationship to grow from.
PLAY_OFFER_ARCHITECTURE.firstMovefirst move
Name one paid engagement worth a tenth of a typical project.
PLAY_OFFER_ARCHITECTURE.signalyou will know because
New clients arriving through a small first commitment.
ideas.PLAY_OFFER_ARCHITECTURE.positionspositions you as
easy to say yes to the first time
ideas.PLAY_OFFER_ARCHITECTURE.0Lead magnet · for the one who has to run it
The checklist the one who has to run it would use whether or not they hire you
ideas.PLAY_OFFER_ARCHITECTURE.1Outreach angle · for the one whose neck is out
Reach the one whose neck is out before a brief exists, asking for nothing
Sequence roadmap
The order, and why it is that order.
roadmapIntro
Four quarters, in dependency order. This is not a proposal for four quarters of work. It is the order the modules have to happen in if they are going to hold, so that if you only ever do the first quarter it still stands on its own. Arrows mark where one module needs another in place first.
What sits underneath
The system behind the path.
labyrinthIntro
Under each of those four pillars sits roughly a hundred smaller moves. Nobody needs all of them, and nobody should try. It is here so the eight modules on your board read as a choice made from the whole picture rather than the whole picture itself.
What it becomes
The Eclipse proof point.
eclipseIntro
Compounding is the part that is hard to picture from the first quarter, because the first quarter mostly looks like effort. Eclipse Global has been running this system for eight years. Their published account is at codarity.com/results/eclipse-global.
Next step
The single ask. Nothing else in this section.
nextStepIntro
The obvious next step is a conversation about the first quarter, not the board and not the roadmap. If the next twelve months are meant to come from corporate event contracts, the first quarter is where that starts, and it is small enough to be worth talking about properly.