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


Transform online meetings into meaningful experiences

Since we joined forces with research firm Ecosystm, organisations approach us to leverage their thought leadership. Coupled with our ability to transform content for online delivery, it ensures our clients stay front of mind in their industry. Together, both Ecosystm & Best Case Scenario deliver a framework for clients and prospects to interact with their peers and thought leaders – getting answers to questions and a better understanding of market trends and changes. From virtual round-tables to online intimate panel discussions we can provide end to end management or we can customise offerings depending on your resource. online webinar offerings Visuals speak louder than words, below is a sample of how a virtual webinar looks to clients and prospects.
  1. Webinar Platform Logistics & Front End Landing Page Creation
Online Webinar Registration Page 2. Webinar Overview – Content Supported by Real Research for Added Credibility  Webinar Leadership Content 3. Key Take Homes & Messaging Clearly Defined  Webinar Key Takehomes 4. Generate a Post Webinar Thought Leadership Report  This is where our clients find true value in hosting online discussions, this report serves as follow-up piece to not only participants, but also clients, prospects, media and other key stakeholders who consider our client as trusted advisers within their industry. (Please note this is a sample of report and not related to the above webinar, which is currently in progress) Thought Leadership Report The key benefit for all business leaders in Technology, Government and Health is that we do the leg work in terms of meeting your key objectives, by using our tried and tested framework for guaranteed success. Please contact me at to discuss if our framework is suitable for you.

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”

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.”

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


Collaboration to address changing trends in event consumption and expectations

Best Case Scenario (BCS), Sydney based conference marketing company has today announced a partnership with Ecosystm, the disruptive technology research and advisory firm.

BCS identified a need to build and validate their client’s marketing strategy and event program messaging and development with support from independent, real-time and fact-based research.  They have also witnessed a major shift in their clients’ needs as they want to give event participants more opportunities to collaborate, co-create and discuss content.

Ecosystm is in a unique position to provide BCS and its clients with access to its growing network of technology influencers and can further support their messaging and thought leadership requirements with its unparalleled real-time-research-as-a-service tool.

“Through this partnership our clients can experience how event content can be used beyond the time of the event itself.  It’s the combination of Ecosystm’s self-sustaining online peer-to-peer community, best in class analysts and primary research that can bring true business value to my client’s event strategy.”

According to EventMB 2020 will shift the bar tremendously when it comes to delegate collaboration at events, eliminating the lack of presentation engagement  in other words, ‘death by PowerPoint scenario’.  Their analysis shows that 73% of conferences and 50% of trade shows offer some level of workshop as a component of their event.

Events with a strategically-aligned purpose bigger than money and revenue outperform their competition by over 350%*.

“As the event landscape gets more and more competitive, along with changing trends in delegate consumption of experiences and expectations at events, a much more purposeful, sophisticated and collaborative approach to event creation is a must.  Our clients can further foster thought leadership, collaboration and credibility amongst their target audience by leveraging both BCS and Ecosystm’s capabilities”.

Download their quick guide on how to leverage this new service to amplify event experiences for all event participants.

“Ecosystm’s mandate is to democratise market information to empower and support every business and IT stakeholder in making well informed and fact based decisions.  The partnership with BCS fits perfectly into our belief that a strong ecosystem of best in class experts and providers, empowered by dynamic and relevant information, is what the market demands to navigate through these disruptive time.”

“We are extremely excited to collaborate with BCS on some joined projects and solutions. BCS has established itself as a leading provider for marketing and event solutions and their culture and professionalism and partnership approach with their clients is a natural fit to Ecosystm’s business and values” Ullrich adds.

About Best Case Scenario

Established in 2007, BCS has been serving the Australian market place for well over a decade and this track record has resulted in it becoming an invaluable partner to its clients who continue to work with BCS in order to leverage their market knowledge and networks.

BCS through the provision of end-to end event management services strives to help its’ customers including Government, Healthcare & Technology organisations to harness the business value of events.

For media enquiries, please email Jennifer Murray at

About Ecosystm
Ecosystm is a digital Technology Research and Advisory Platform that brings together tech buyers, vendors and analysts into one integrated platform. The firm moves away from the highly inefficient business models of traditional research firms and instead focuses on data democratisation, with an emphasis on accessibility, transparency and autonomy.

With technology becoming the number one source for innovation and differentiation, and global annual spending on technology due to exceed US$5 trillion by 2020, Ecosystm aims to enable all companies to harness the power of real-time market data and insights from best in class analysts to make informed decisions. Offering data and research input, sourcing and subscription services, Ecosystm promises its users in-depth and relevant research by default.

For media enquiries, please email David Bass (Bass Public Relations) at

OR Chris White, Director of Tech Communities, Ecosystm at


AI-driven app wins AIMed Shark Tank Innovator Award

Presented at AIMed Australia’s inaugural summit in Sydney on 12–13 November 2019, the AI-driven app, Theratrak reflects AIMed’s mission to excel AI adoption in healthcare to change lives. The award was presented by Dr Anthony Chang, cardiologist at CHOC Children’s Hospital and founder of AIMed, who is spearheading the AI global movement designed by clinicians for clinicians.

“Theratrak was founded in early 2018 and launched the first version of the app later that year. The digital platform supports allied health clinicians to work collaboratively to create, monitor and track custom therapy programs for their clients. To receive this coveted award less than a year after Theratrak’s launch marks a great milestone in our journey — at AIMed we pitched our innovation to experts in the field of AI in medicine. We are delighted to be in the company of other AI innovators who are using AI to enable better-value health care. We will continue to work harder to change patient’s lives and remove the administrative burden of clinicians.”

Dr Ian Oppermann, one of the AIMed Shark Tank judges and Chief Data Scientist and CEO of the NSW Data Analytics Centre, acknowledged how important digital innovation is to the Australian healthcare industry.

Transforming clinician workflow burden and getting the most out of treatment sessions for clients

Laura Simmons is a passionate paediatric occupational therapist, helping families and working with children living with range of disabilities. She has worked in the private health sector in Australia for over seven years, and in this time has noticed a distinct lack of innovative technology solutions targeting the ongoing care of clients outside of direct therapy and how this is impacting the client’s overall treatment. Simmons identified a problem on both the clinician and client side.

“AIMed Shark Tank attracted many AI innovations hoping to win the AIMed Shark Tank award; however, Theratrak was a clear winner in the category Enabling Better Value Healthcare. This award is about letting clinicians, innovators and the public know that AI in Australia is fuelling better patient outcomes now and not just in the future.”

For clients, she identified research suggesting that the minute a client leaves a medical practitioner they forget 40–80% of what they’ve been told, which reduces the ability to get the most out of every treatment session. The solution? Theratrak captures visual information and therapist’s notes and sends this directly to the client to enable them to easily complete their program at home. The patient is at the forefront of Theratrak’s design.

For clinicians, Simmons identified that clinicians are significantly time poor, treat clients with significant care needs and have increasing medicolegal requirements. The solution? Theratrak works with the therapist to create custom home programs that are sent to the client within a therapy session. Theratrak’s platform also enables clinicians to track their clients’ progress from a distance.