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What happened when I was put in the driving seat at the Australian Grand Prix executive breakfast?

Let me start by explaining what I mean by driving seat; I was a discussion moderator at the Australian Grand Prix Corporation breakfast in Melbourne. The breakfast was run by the British Consulate General on the topic ‘The Impact of Innovation’.

I want to start by thanking one of the attendees, Michael Hendricks, Chief Risk Officer, Australia at Revolut for sharing his two-favourite and very poignant take aways from the discussion:

“Real innovation is setting a very ambitious goal that you don’t yet have a solution for” & “Unless we get cognitive diversity, we won’t get innovation”

I would like to also add my own top takeaways, but firstly thank you to such a great panel who made my job as moderator an absolute joy.

We covered a lot of engaging topics, but the following really stood out for me (in my own words);

Failing often spurs on innovation.

Australian culture can in some cases hold back innovation as the fear of failure is too overwhelming. Australia would do well to embrace the UK’s attitude to failure.

The definition of innovation.

Sally-Ann Williams, CEO of Cicada Innovation came from the view point that true innovation needed to be radical innovation, not incremental as often seen here in Australia, playing it too safe.   Pat Symonds, Chief Technical Officer from Formula 1 agreed there was a place for radical information and he came from the school of three types of innovation:

  • Incremental Innovation. Existing Technology, Existing Market.
  • Disruptive Innovation. New Technology, Existing Market.
  • Radical Innovation. New Technology, New Market.
Innovation and Diversity.

Pat Symonds, also raised that at one point in his career as a leader he realised his engineering team, albeit extremely capable – they team had similar experiences and backgrounds, with a lack of diversity in thinking, they got a lot done but,  because they agreed on most things, no one was being challenged with different perspectives. This is where Pat raised the excellent point “Unless we get cognitive diversity, we won’t get innovation”.

Diversity and collaboration.

This insight will certainly shift the perception that Formula 1 is nothing more than a gas guzzling sport. Pat provided two scenarios where they collaborated with other sectors to solve issues beyond the track to hospitals and supermarket isles.
A technology developed in Formula One racing could revolutionise refrigeration in the UK’s supermarkets and convenience stores by drastically reducing the energy needed for cooling.

The design of a new breathing aid developed by engineers at the Mercedes F1 team, University College London (UCL), and clinicians at UCL Hospital have been made freely available to support the global response to Covid-19.

A lifetime of event management and running my own marketing/event agency Best Case Scenario, has put me in a good position to know the key ingredients that made for an outstanding panel such as this;

  • the high quality of the participants themselves
  • putting in the work pre-discussion to understand the different dynamics and qualities of each panelist to bring the best out of a mix of subject matter experts.

Finally, I want to also thank the British Consul-General Victoria for hosting the  discussion that set out to discuss the opportunities and impact of technological innovation between Australia and the United Kingdom. Their goal to inform and excite attendees about current opportunities in the innovation space, with a view to furthering trade and innovation into the future was truly met.

“I wanted to write to personally thank Luli for participating in our Innovation in the Fast Lane panel on Friday. All your contributions were invaluable, and the result was a fantastic, engaging discussion spanning the importance of diversity and inclusion to get innovation; building a culture of innovation; innovation to solve global challenges; and international collaboration, to name a few topics.”

Mr Steph Lysaght, British Consul-General Victoria, South Australia, Tasmania Tweet

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Connect direct with Best Case Scenario’s Founder and Director, Luli Adeyemo at

News Start-Up

Export advice for entrepreneurs

I recently took part in a panel discussion with three inspiring and successful social entrepreneurs, as part of SheEO’s first virtual Trade Event: Canada, Australia and New Zealand, designed to help support the growth of women and non-binary owned businesses creating a positive impact.

I joined a panel that featured:

  • Ami Bateman Co-Founder – Pleasant State, Sunshine Coast Sustainable Business Woman of the Year 2021
  • Hannah (Cree) Hemphill Human Rights + Social Justice Entrepreneur | Thinking Partner | Writer | Speaker & Spoken Word Artist
  • Madeleine Shaw Author – The Greater Good: Social Entrepreneurship for Everyday People Who Want to Change the World

The audience was electric. They were made up of women-led-businesses considering the leap to exporting overseas, posing many questions throughout the discussion. What I enjoyed most about this panel was their transparency and honesty, as we discussed topics such as export pitfalls, trademarks, invisible costs, and everything in between.

‘When considering exporting, see it as the gravy to your business strategy and do not stake your entire business model on it.’

Madeleine Shaw, Panelist at SheEO Trade

Madeleine Shaw’s advice at the end of the session was invaluable. She stated that when considering exporting to another country – proceed with caution.  She advised not to base your entire business model on an export market, have it as the gravy. Ensure to have your home team in order at home before you embark on an export strategy.

Ami Bateman’s advice was also spot on, and her customer focused lens has proved to be a success for her business Pleasant State.  She emphasised more than once during our discussion the importance of listening and involving your customers when setting up your business and to use them as a source for competitive advantage.  She shared that her customers have input into the ingredients of their products. A business that listens and acts based on client feedback – now that is impressive!

Image of a woman working on a tablet

While I’d love to give you every single detail of the discussion, I’ve summarised the following key talking points that reveal some real take home advice for any entrepreneur looking to expand overseas. So settle in for some sound advice before you take the leap to grow your business via exporting.

Tap into associations and partners

I discussed how valuable it is to forge in-country relationships with associations when trying to gain traction in a new market or sector. Associations are a gold mine for information on what is going on in your target audience sectors.  While going direct to your potential customer is always an option, going to a local association will provide you with research and intel in your market assessment stage.

Export pitfalls to watch out for include:

  • Madeleine shared she had misadventures with her product, which was replicated by other newcomers in the market and there was nothing they could do about it.
  • She also warned about unforeseen costs when exporting and to your put much thought in profit margin. Whatever you think it will cost to export, double it and then add some.  60% of her organisation’s sales are from the US, however when they launched in Europe and Asia, the profit margin was eroded due to unforeseen costs.

Exporting services vs products

I explained that services can be easier to export than products, as products drive large margins due to its physical nature.  As my organisation Best Case Scenario is a services business, I highlighted that the key to our success is forming local partnerships, networking and conversations with people who are willing to support your business. Forums such as SheEO Trade Event are key to relationship building and learning from likeminded people.

If your product is more expensive than your competitors, can you still sell?

In short, the answer is yes.  Ami explained that they conducted a customer survey and used a pricing model to understand what their pricing could look like. They deliberately pursued value pricing and uncovered during their research phase that customers are willing to pay more for a quality product.

The Invisible cost of time

I highlighted that woman who run businesses often undervalue their time and therefore under-price their services.  We all agreed time and resources is the invisible cost of exporting a service or product and it can be crippling.  When it comes to exporting a service, this can be even more challenging. Just because you can’t hold a product, doesn’t mean it isn’t worth anything.  It’s important to take this hidden cost into consideration, and measure your time spent on planning, preparing, and researching.

Using your own local marketing agency vs an in-country agency

I jumped straight in here, as someone who has first-hand experience when helping overseas organisations establish themselves in Australia, there are a few things to consider:

  • Australia is big but the population is small. The north differs greatly from the south, as does the east from the west. Culturally, this differs state by state.
  • If you are selling into Government, expect a complexity.
  • Australia is great for funding new businesses. A local marketing agency will know exactly where to go and understand the requirements needed.

I advised during the discussion not to make the mistake of assuming that one size fits all when it comes to setting up your business in Australia. Just because it is an English-speaking country, it doesn’t mean it has the same needs as your existing local audience.

Madeline agreed and recommended paying attention to cultural differences.

When looking to expand into another country, what are the things to look out for to ensure it is the right market?

Ami’s advice here was golden: Be receptive and listen to what customers are asking, then be deliberate when you enter the market.

Leverage the benefits of free trade agreements when exporting

We discussed how to watch out for strict standards and labelling, especially in Australia. Again, I emphasised that associations and trade bodies can be useful in this area.  Madeleine advised to be aware of shipping, contracts, and legal costs. She has benefited from free trade agreements between Canada and the US, but a higher price product can make free trade more complex and often these costs such as customs must be paid for by the customer.

And some final closing quick tips:

  • From myself – Virtual market and trade missions are an excellent resource to explore new markets before jumping on a plane. A specific trade mission in your sector will deliver a clear commercial lens to that local market and it is invaluable.
  • Madeleine advised to trademark your brand unless you have a super unique offering.
  • Ami added to keep an eye out for any existing patents that may be pending that may affect your launch to a new market.

Want to grow your business?

Best Case Scenario offers integrated marketing solutions, email us now to find out more.

About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilise industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Got questions? Email us at


Has the power of C-Suite Thought Leadership weakened?

I am the first to admit that the term thought leadership gets thrown around a lot in marketing conversations, especially when it comes to winning the mindshare of the C-suite.  Some B2B marketing professionals feel as though the ship has well and truly sailed into the horizon when it comes to thought leadership, much like sending marketing swag to the C-suite’s home address.

We likely all agree that C-suite are busy and preoccupied professionals who are swamped by marketing content daily, now more than ever.

However, insight from a LinkedIn survey found that 58% of C-suite spend one or more hours reading what thought leaders in their industry have to say each week.

From my experience, C-suite like to see leadership in action and will give the time to genuine thought leadership. While some marketing professionals say the power of thought leadership has weakened, I say the power of genuine thought leadership is as strong as ever.

Building a content strategy around meaningful content aligned with industry trends is what makes thought leadership powerful.  By taking a look back at the basics of marketing, we understand that people buy from organisations and individuals they trust. It’s as simple as that.

The C-suite do not make decisions in isolation.

It’s also important not to overlook the fact that the C-suite do not make buying decisions in isolation.  They often defer to people on their team who act as advisors and influencers.  To achieve thought leadership success, these people need to be included in the conversation.

Request our guide on how to formulate thought leadership campaigns anchored by industry insights and trends to win C-suite mindshare and that of the entire decision-making team.  This particular guide is based around a campaign we ran on behalf of a client who wanted to win the mindshare of the Healthcare C-suite.

3 Ingredients of Powerful Thought Leadership

Download Turn Data Into Actionable Insights
Pictured: Download Guide to Turn Data Into Actionable Insights

Download Highlights

  • Features a high-level summary of what a 16-week C-suite engagement campaign could look like.
  • 4 thought leadership campaign elevation tips.
  • The essentials to create a robust content marketing strategy for the entire buyer journey, anchored by original content and data insights.

Get in touch if you need guidance. We work with business leaders to find a genuine reason for them to connect with C-suite professionals and their teams within Healthcare, Government, Finance and Technology sectors.

Have you listened to my podcast yet? In the very first edition of the ‘In Conversation with Change Makers’ series, I am joined by Corrie McLeod and James Riley from InnovationAus where we discuss some of the biggest challenges they see facing innovation in technology, how the COVID-19 pandemic has changed the course of new technology in market, and where they see leaders coming together, working towards changing government policy in Australia.

Episode #1 | Government Policy Driving Innovation
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Listen to the podcast on Google Podcasts, Spotify and more, via Anchor

Subscribe to Best Case Scenario to receive weekly episodes of ‘In Conversation with Change Makers’ directly to your inbox.

Join the conversation.

About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilise industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Find us @

Featured News Podcast

‘In Conversation with Change Makers’ Launch

Industry thought leader and Best Case Scenario Founder & Director Luli Adeyemo has launched a brand new video and podcast series aptly titled ‘In Conversation with Change Makers’.

Speaking directly with influential change makers within Healthcare, Government, Finance, and Technology, Luli is creating dialogue to uncover disruptive innovations, developing trends, and ethical responsibilities from those at the forefront of making change. Dedicated to shifting the way their organisations and industries operate, each ‘In Conversation with Change Makers’ guest brings high level understanding, deep purpose, and powerful insight designed to inspire and empower change.

"We believe in the power of people, the responsibility of organisations, and the importance of industries to drive change, to improve the lives of others."

Luli Adeyemo - Director & Founder, Best Case Scenario

Episode #1

Government Policy Driving Innovation​​

Corrie McLeod & James Riley, InnovationAus

Photo of James Riley from InnovationAus on a blue circle background alongside Corrie McLeod from InnovationAus on a purple circle background
Pictured: James Riley, Editorial Director (Left), Corrie McLeod, Publisher (Right)
InnovationAus logo in black and green font

The very first edition of In Conversation with Change Makers features Publisher Corrie McLeod and Editorial Director James Riley from the tech and innovation focussed publication InnovationAus, who will be discussing government policy driving innovation in Australia.

InnovationAus is an independent publication that reports on government policy as it affects technology-based innovation across the nation’s growth industries. From mining and agriculture to financial services, MedTech, cyber security and advanced manufacturing, the journalism focuses on the opportunities that align with Australia’s strategic priorities and connects government, institutional researchers, investors, entrepreneurs and the mainstream business community.

InnovationAus’ goal is to galvanise new thinking and encourage new action in building on Australia’s economy in transition.​ Through their publication, targeted industry forums, high-level roundtables and bespoke content and events, InnovationAus provide information and insight on the application of new technology toward continued national prosperity. They provide independent and trusted information to its readers and is considered the record of choice for decision makers from government, industry and research sectors.

Corrie McLeod is a 17-year communications veteran and the Founder and Publisher of InnovationAus. Corrie sets the creative direction and operational execution of the organisation’s commercial offerings, ranging from business roundtables, content partners, forums and bespoke events, as well as the publication’s advertising partnerships. 

As the InnovationAus Publisher, Corrie is also responsible for managing the role InnovationAus plays in the Australian media landscape, as well as its place as an independent voice within the local technology ecosystem.

Editorial Director James Riley has a long history as a technology reporter in Australia and in Asia and is the Founder and Editorial Director of InnovationAus. Over a 30-year career in journalism, James has worked in newspapers, industry magazines, radio and online, including lengthy reporting stints at the South China Morning Post, The Australian, and InformationWeek.

As the Editorial Director, James sets the tone and direction of InnovationAus reporting, as well as advising on building programs for business roundtables and bespoke events. James has a specific interest in industry development policy as it relates to the Australian technology sector.

In the very first edition of the ‘In Conversation with Change Makers’ series, Corrie and James uncover some of the biggest challenges they see facing innovation in technology, how the COVID-19 pandemic has changed the course of new technology in market, and where they see leaders coming together, working towards changing government policy in Australia.

Watch Episode #1 | Government Policy Driving Innovation
Play Video

01 September 2021   |   23mins

In Conversation with Change Makers logo on a purple background with white text outlining the podcast description.
Listen to the podcast on Google Podcasts, Spotify and more, via Anchor
Subscribe here to have the latest episodes of  ‘In Conversation with Change Makers’ sent directly to your inbox. Join the conversation.
About Best Case Scenario

Founded in 2007, Best Case Scenario believe in the power of people to create meaningful change. We provide strategic, targeted end-to-end integrated marketing solutions that utilise industry research to inspire transformational outcomes.

Best Case Scenario leverage strong relationships within the Technology, Government, Financial and Healthcare sectors to bring the right people together to create meaningful conversations. We work with ambitious companies to help them grow and achieve outstanding results.

Featured Healthcare News Technology

Queensland AI for Healthcare

“This is an exciting time for AI driven Healthcare, according to research company Ecosystm, as vaccine distribution and tracking become crucial, healthcare organisations will opt for a more collaborative, AI driven supply chain. This is just one key indicator that there is a need now more than ever for collaborative opportunities such as the AI Healthcare Forum 2021"

Luli Adeyemo, Director, Best Case Scenario

AI in Healthcare is now truly at the forefront during this COVID-19 era. However, over the past few years it is champions like Queensland AI Hub and Best Case Scenario who have facilitated and encouraged the adoption of AI technologies within the Australian Healthcare sector.

In this new decade they celebrate their newly formed partnership, facilitating a stronger AI community in Australia bringing together clinicians, hospitals leaders, innovators, universities, industry and government talent at the AI Healthcare Forum 2021.

Best Case Scenario will bring to the partnership its significant experience in developing hybrid events in a Covid-19 era as well as its extensive network in the technology and healthcare sector.

“Luli and her team are an obvious partner of choice for the AI Healthcare Forum 2021, their expertise in delivering educational forums both online and face to face backed by their program development, sponsorship engagement and marketing skills is what attracted us to them”

Sue Keay, CEO, Queensland AI Hub

About AI Healthcare Forum 2021

Opportunities are now open to speak and sponsor at the forum, please contact to receive more information.

About the Queensland Artificial Intelligence (AI) Hub

Established in April 2020, the Queensland Artificial Intelligence (AI) Hub brings regions, innovation hubs, universities, industry and government talent together to maximise people development, skills utilisation, investment and our competitive edge on a global scale. The Hub connects Queensland’s AI ecosystem and champions the AI community, ensuring our AI creators, investors, industry, government and communities have the right skills and support to understand and implement artificial intelligence at scale. Sue Keay, CEO, Queensland AI Hub

“Best Case Scenario were approached by Queensland AI Hub to help deliver their AI Healthcare Forum 2021, I was impressed by their impact and influence on the wider AI sector delivering bespoke education and training programs to develop a future-ready workforce, while advocating for AI, advising on government policy and benchmarking global best practices”

Luli Adeyemo, Director, Best Case Scenario

About Best Case Scenario

Founded in 2007, Best Case Scenario create business opportunities to empower change-makers. They believe in the power of people to create meaningful change. They leverage strong relationships within the Technology, Government, Financial and Health sector to bring the right people together to have meaningful conversations. They work with ambitious companies to help them grow and achieve outstanding results.

Luli Adeyemo, Director, Best Case Scenario

Featured News Technology

CXO Digital Leaders Dialogue Series launch

In this video Luli Adeyemo announces the launch of CXO Digital Leaders Dialogue with Best Case Scenario’s research partner Ecosystm.  It’s been a long term aim for Luli and her team to host their own series of virtual events.

"It's the combination of our experience in bringing people together to have meaningful discussions and Ecosystm’s self-sustaining online peer-to-peer community, best in class analysts and primary research that makes our online series truly unique"

Luli Adeyemo, Founder of Best Case Scenario.
News Technology

TechDiversity Foundation appoints new management

The TechDiversity Foundation is thrilled to announce that event management agency, Best Case Scenario will take over the management of the TechDiversity Awards and operation of the TechDiversity Foundation.

The TechDiversity Team believe Luli and Best Case Scenario are the obvious choice – they are committed to diversity in the tech sector, possess an unwavering desire to make a difference and facilitate some of the largest tech events in the country.

After 5 years of running the #TechDiversity Awards we recognise greater full time effort is required to take the #TechDiversity Awards to a national stage and to truly celebrate our TechDiversity champions. We couldn’t imagine TechDiversity being in better hands.

“Diversity for the sake of diversity doesn’t work”

Luli Adeyemo, Managing Director of BCS views diversity as a by-product for businesses who put great effort into maximising business success. Luli comments, “Inclusive organisations do not view diversity as just policy, but acknowledge the core value it can bring to organisations – diversity for the sake of diversity doesn’t work. I am extremely excited and grateful that the TechDiversity team approached me to take over the operation of the TechDiversity Foundation and management of the TechDiversity Awards. It’s exhilarating to be part of something that showcases and celebrates the true business value that diversity and inclusivity brings to an organisation”.

“Luli’s passion for inclusivity in business comes from real life experiences. The Best Case Scenario team were appointed to make Government events digitally inclusive. Since then, Luli has been campaigning to make sure that diversity and inclusion is front and centre for organisations hosting events, resulting in a better delegate experience, increasing delegate attendance and creating a more inclusive event."

Deirdre Diamante, TechDiversity Co-Founder

It is because of these beliefs that the TechDiversity Foundation approached Luli at the beginning of 2020. Luli will continue the fantastic work of the TechDiversity founders and inspire tech-based organisations to implement long-lasting change around diversity, based on the examples set by others. The TechDiversity team and committee will also continue to have strategic input and act as an advisory to Luli and her team.

Luli wants to eliminate any thoughts that inclusivity and diversity is just a tick on an organisation’s corporate social responsibility policy and the TechDiversity Awards 2020 program will be built on the business value diversity and inclusion bring to an organisation.

To support our flagship event, we will be running a series of thought-provoking webinars throughout the year, providing our community and supporting organisations with access to relevant information and resources. This will provide participants the opportunity to engage with speakers, each other and organisations; the opportunity to align their brand and be seen as true leaders in this field.

“We all agreed at TechDiversity that Luli and her team were a perfect fit - they have supported other non-profit awards ceremonies such as the AIIA’s iAwards which celebrates technology innovation among Government, universities, students and corporates.”

Soozey Johnstone, TechDiversity Co-Founder

The first webinar in a series of 4 will tackle ” Why should diversity be top of your recovery strategy?” Smart leaders are currently looking very frankly at their future strategies and considering where their organisation is going to be in the new norm. The priority for leaders is identifying how innovation can spark new growth opportunities. Research supports that diverse companies are better able to win top talent, orient themselves well with their customers and improve decision making.

Gain answers to strategic questions for your business

  • Why the financial returns of companies that invest in diversity are higher than their counterparts?
  • How do I create a diverse tech workforce now to mirror economic stages that lay ahead?
  • Why ICT professionals are the most in demand
  • How technology can enable a diverse work culture
  • Where do I start with a diverse workforce? What stakeholders should be involved?

Register for this webinar

For more information, please visit the TechDiversity or contact Best Case Scenario:

Luli Adeyemo 0415 209 334

Stacey Hutchinson
0415 468 075

Finance News Start-Up Technology

Fintech virtual market mission

London, UK & Melbourne, Australia, 2nd July 2020: Global expansion specialists Newfound today announced the first ever virtual fintech trade mission between the UK and the APAC region since the coronavirus shutdown. The mission aims to open export markets, create new jobs, and scale up opportunities for the fintech sector and the broader digital economy across both regions.

The virtual trade mission has won wide support across both public and private sector with launch partners including Best Case Scenario, FinTech Australia, FinTechNZ, Global Victoria, New South Wales Government, Stone and Chalk and Tech Nation.

“This is an exciting event that will showcase the ‘best of the best’ in the fintech industry across both regions, opening new markets and creating opportunity for expansion, growth and jobs as the global economy looks to recover from the devastating impact of the coronavirus.”

Claire Marriott, CEO of Newfound APAC

Newfound will launch the Market Missions programme with a free event on July 15th to be opened by the Lord Mayor of London William Russell. The launch will feature sessions from leading figures in fintech, who will talk about the challenges and opportunities for fintechs scaling to the UK and Australia in the COVID era.

This will be followed by a 2-week digital trade mission to Australia on September 7th and then a UK equivalent commencing on September 14th. The programme featuring 100+ in-market experts will attract high-growth fintech firms from the UK, EMEA and APAC regions.

The trade mission has gained strong support from the fintech sectors lead industry body, FinTech Australia, with CEO Rebecca Schot-Guppy applauding Newfound’s innovative approach in creating a program where UK fintechs can learn and realise the benefits of an Australian expansion, all without leaving home.

“Newfound’s programme works around the limitations of COVID-19, allowing us to keep growing the global renown of our ecosystem in a period where we are largely cut off from the rest of the world.”

Rebecca Schot-Guppy, CEO of FinTech Australia

With the Australian fintech sectors revenue predicted to exceed 4 billion in investment [1] prior to the coronavirus and with more than 50% of Australian fintechs looking to expand overseas, the timing of this world first trade mission could not be better, as Australia and the UK look to recuperate from the devastating economic impact of the coronavirus.

"It is time to help kickstart the world’s economies and Newfound’s Market Mission for fintechs is a significant step in that direction, as we bring these innovative fintech businesses together, who are ready to grow and expand their operations into new markets.”

Peter Gillingwater, Newfound UK’s CEO and Founder

The Newfound fintech trade mission comes on the heels of positive negotiations that are now underway to create a Free Trade Agreement between the UK, Australia and New Zealand, which Mr. Gillingwater says is creating great excitement across both regions.

“Trade deals between nations and trade missions such as these are key to global economic recovery, which must continue, even with closed physical borders,” Mr her said.

To register your interest in Newfound’s Market Missions programme and attend the event on July 15th 2020 please click here.


Explainer video: 4 simple steps to event journey marketing

Watch a short explainer video from Best Case Scenario’s Jen Murray. Find out the four simple steps to get started on event journey mapping. 

Since the start of the Covid-19 restrictions we have served the changing online behaviours among your our client’s target audience.  Our journey mapping methodologies are built around our experience and shift in marketing consumption  giving you a clear view of what marketing asset mix is needed to get your prospects moving through the funnel.

I’m talking about the four simple steps you can take to creating a customer journey specific to event marketing

  • It’s about driving prospects to interact and take notice of your event
  • It’s about taking a holistic view of the pre, during and post event journey
  • And most importantly don’t assume everyone is on the same journey and the same time

It takes at least 17 interactions in a b2b journey to get a response from a prospect, it's important to keep in mind that the same marketing asset isn’t a one size fits all.

For example: Thought leadership assets can be effective at the beginning and end of a customer journey.  At the beginning of a delegates journey – the focus on a  thought leadership marketing asset is usually a wider- industry focused piece and demonstrates expertise and knowledge.

But as that delegate travels further on in the journey, thought leadership takes on a different role, where it’s more specific around a solution and how attending the event can be beneficial

We advise our clients to do 4 things to get them on the right track to journey mapping

  • Identify 3-4 ideal personas you would like to see at your event
  • Do some research into their persona’s marketing consumption
  • Look internally to see what exists in terms of marketing assets
  • Now you can identify the gaps in the journey and what resources are needed to balance the experience of the delegate with achieving event and corporate goals.

Email Jen for a copy of her journey mapping guide at


Webinar prep to keep audiences engaged

Now that most of you have probably selected your webinar platform of choice, and run a webinar or two, there is one element that can vary greatly from one webinar to the next and that is engagement. So how can you control this and what webinar prep can you do to prevent your audience from screen flicking, multitasking or grabbing a quick coffee? View Webinar.

Luli Adeyemo from Best Case Scenario and Therese O’ Dwyer from RDA Sydney sat down with radio presenter Alexi Boyd to discuss how a two week planning window achieved a 100% attention rate and a very low drop off rate during their webinar entitled ‘Remote Working Strategies’ attended by Government, Councils, Universities & Australian businesses.

The key points addressed during their discussion include webinar adaptation, speaker collaboration and key steps to preparation all having a measurable impact on webinar engagement and beyond the webinar itself.

Highlights From Webinar

How can you achieve 100% audience attentiveness during a webinar? Secure an expert moderator – Luli mentions this is probably one of the biggest ingredients to success – an expert moderator who can keep the conversation on track between speakers and deal with questions from the audience. Ensure diversity of speakers and perspectives – This keeps the content engaging and interesting. Build speaker rapport before the webinar – This is probably one area that differs from a live event.  Luli suggests a ‘dress rehearsal’ prior to the webinar.

“The prep work that is done in developing a rapport between speakers before a webinar is important, there is then a natural element that flows between them”

Luli Adeyemo, BCS Director

The right content for the right audience – Therese referenced how they shaped the webinar on issues that they knew their audience wanted to know more about.  It was here that Luli used her network to source three of the four speakers for the webinar.  One additional valuable asset was the independent research report authored by the moderator and speaker (Tim Sheedy, Principal Advisor, Ecosystm) on the topic of remote working.

The outbound engagement strategy was a success because of the ideal marrying between great content and access to an audience who wanted this content.

Ask participants for questions when registering – another simple engagement game changer was adding a field on the webinar registration form for delegates to submit a question they would like addressed during the webinar itself.

“Participants were asked to submit questions before the webinar, rather than stumbling on the day with questions, the answers were coming quickly from speakers. One really good aspect was also the answering of questions that were asked during the webinar in a follow up email, this was really good.”

Therese O'Dwyer, Director of Regional Development/ Executive Officer at Regional Development Australia (RDA) Sydney
A screenshot of a webinar with Luli Adeyemo, Teresa O'Dwyer and Alexi Boyd

Therese also mentions that the post event content that is sent out to audiences was a great way to engage people and to keep them staying on until the end.

The webinar closes off with Luli discussing the adaptability of the events space and how it is evolving in the current climate.  She mentions webinars have always been available, but their adoption and use is now on a massive scale.  The current situation just showcases to people that webinars deliver the same engagement you get with physical events and it shouldn’t just be used in a crisis.

She also hopes it will drive people to ask the question, why are we doing this webinar, is it necessary? She has noticed that when working with her clients there is a real purpose behind each webinar.

Based on the processes and methodologies used in building RDA Sydney’s webinar a simple blueprint now exists on the ingredients needed (or ‘secret sauce’ as Alexi refers to it) to continually ensure webinar engagement and attentiveness during webinars. Contact us for the blueprint.

Please contact me at to discuss if our framework is suitable for you.

Webinar prep to ensure high engagement and low drop off rate