This presentation illustrates how perception can be influenced by research insights.

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Changing Perceptions and Driving Narratives
Through Research
Keith Kirkpatrick, Principal, 4K Research & Consulting, LLC

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Who is this guy? And why am I listening to him?
• Graduated with a Magazine Journalism & Sociology Dual
Degree from:
• Listen to your professors…see how theory meets practice
Key Takeaways
• College is great, but nothing beats real-world experience (internships!)
• Now is the time to expand your horizons

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Who is this guy? And why am I listening to him?
• Began professional career as a technology and finance journalist
• Integrity is everything
Key Takeaways
• Expand your craft—ask questions—never stop learning
• There’s more than one correct way of accomplishing anything

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Who is this guy? And why am I listening to him?
• Transitioned to a career focused on research and event production
Which led me to…
• Narratives should be derived from insights and research (or they should at least
be tested and verified by research)
Key Takeaways
• Listen to your customers—if you don’t, they will walk
• If you don’t adapt with the times, you will become a dinosaur…
• It’s always about value, never about price

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launching
MORE THAN CONTENT MARKETING
Eventicate is more than a simple content marketing service.
We use a strategic combination of research, thought
leadership, public relations, and video storytelling to develop
and deepen your relationships with your customers.
We can work with you to develop, enhance, and execute a
content-activation strategy, and package this service for your
clients on a white-label basis. Our goal is to provide your
customers with an environment that engenders community,
collaboration, and solutions.
RESEARCH TO DRIVE DECISIONS
4K Research & Consulting provides market research and
business intelligence services across a variety of industries.
Get up to speed on new industries, markets, or trends quickly,
or augment your internal research capabilities.
We have significant experience in conducting primary and
secondary research projects that includes information
gathering, synthesis, and analysis, and are able to turn
around "camera-ready" deliverables very quickly. As a result,
you can get the information you need to make critical
business decisions without spending tons of cash on
syndicated research.

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RESEARCH
With both ventures, the goal is the same…
Using through research, a comprehensive, strategic narrative can be developed that will create, modify, and
influence the perception of a product, service, or brand.
NARRATIVE PERCEPTION

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Perception drives interaction
Smart sports franchises highlight their
key selling points, so that even non-
fans can recognize the brand and will
“buy in” via their wallets.

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Perception drives interaction
Political campaigns are built on
constructing a narrative, and repeating
it ad nauseum

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Perception drives interaction
Pop musicians cultivate a narrative that may
supersede the impact of their art. The perception of
the artist is largely driven by that narrative.

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Brands can construct a new narrative
to reposition themselves…
Or they can let others construct the
narrative for them

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So how to do you control the narrative?

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Devise a comprehensive plan, driven by
insights
Media Social Analyst Relations Conferences/Events Advertising /
Content Marketing
RESEARCH

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It’s not about you, it’s about them…
• Reach out to stakeholders,
influencers and observers to
learn about them
• Start with secondary
• Conduct qualitative first to
frame discussion
• Move to quant if warranted

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Real engagement isn’t just about getting a like or a retweet. It’s about interaction and engagement with your offering, your product,
and others within the community. In today’s super-saturated world of content marketing, Eventicate has identified four key elements
that are critical to driving user enagement.
It’s not enough to send out an email a
week—your offerings need to become a
ubiquitous presence in your audience’s life
to keep their attention.
Messaging and content cannot be difficult
to access and use. If an offering doesn’t
slide into a user’s everyday routine, it likely
will be ignored.
Offerings must provide real value to the
user. Nice-to-have is good, but need-to-
have will help engender loyalty.
Repurposing has its place, but unique
content, tools, and communities are the
key to building and maintaining strong
relationships with your audience.
UBIQUITOUS
SEAMLESS UNIQUE
VALUABLE
Engagement

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It’s no longer effective or acceptable to simply market specific events, product launches, or new service offerings. Today’s B2B and
consumer audiences are strapped for time, and innundated with messages across various channels. The only way to stand out is to
become a ubiquitous presence in their lives. Eventicate achieves this by offering content and expertise that is easily integrated into
daily operations.
Event
Day 1 Day 365
Promo Email Campaigns
Research Content (surveys, white papers, reports)
Traditional and Social Marketing
Thought Leadership Content
Forums/Teaser Events
Event Wrap Campaigns
Follow-on Events Based on Primary Event Proceedings
Live Scribing | Video Capture | Onsite Interviews Event Content ActivationPrevious Event Content Activation
Usability Design and Testing
Engagement is a year-round activity

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Why work with 4K and Eventicate?
We’ve worked on both intimate and large events, and understand the unique challenges and pain points faced by all stakeholders: event
managers, sponsors, exhibitors, speakers, and attendees. We understand how activated content can improve and enhance the event
experience for each group.
We know the events business
From targeting and list building through the execution of a multimedia, multichannel campaign, we understand how to design, execute and
measure the effectiveness of marketing. We utilize clearly defined KPIs and benchmarks to ensure that marketing activities are getting results.
We know marketing (beyond sending out Tweets)
Research is at the heart of our offerings. We conduct primary and secondary research to help validate event or marketing hypotheses, as well
as create a foundation for content activation. We also use proven research methodologies to conduct usability testing and post-event analyses.
We know research
We have many years of experience bringing content to life through video storytelling, sizzle reels, and sonic branding, and can activate these
deliverables across a wide range of traditional and social outlets.
We know multimedia

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Enhance the effectiveness of internal meetings
Eventicate can plan, execute, and manage the activation
of the content and output from internal sales meetings.
Eventicate can manage the process directly, or train
internal staff and provide a template-driven workflow
program to follow.
 Content Amplification
Eventicate can take the output, insights, and learnings from the meetings,
and can build follow-on mini-events, webinars, or facilitate workgroups to
extend and enhance the value of the content.
 Content Activation
From blog posts, newsletters or show dailies, we can activate existing
content from your event, related activities, or user-submissions, to reinforce
the key highlights, messaging, or sales ideas that are generated at the
meeting.
 Research
Polling before, during, and after the event to gauge sentiment, retention, or
impact can be handled as a stand-alone project, or as part of a larger
content-activation strategy. Eventicate can also conduct ad hoc primary
and secondary research.
 Live Scribing
Capture and facilitate ideas as they’re being discussed, providing a
framework for future discussions and workgroups.

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Engage delegates, speakers and sponsors
Eventicate can manage the content-activation process for intimate and large-scale conferences and events, freeing you to focus on
execution and excellent service.
 Content Amplification and Activation
Eventicate can take the output, insights, and learnings from your event, and
can build follow-on mini-events, Webinars, or facilitate workgroups to extend
and enhance the value of the content. Eventicate also can leverage assets
from the event (on-site video, one-on-one interviews, and post-panel
reviews) and create multi-channel campaigns designed to promote and
extend engagement with any target group.
 Research
Eventicate can conduct primary research with key decision makers and
influencers to help shape the program agenda, solicit feedback, and refine
the event experience. Eventicate can also conduct secondary research
monitoring to identify and link industry or topic news to the event. On-site
polling and recap services are also available.
 Content Activation for Sponsors and Exhibitors
We can provide added value for sponsors and exhibitors by helping them
create and disseminate content-driven assets as part of their sponsorship or
exhibition package. These can include white papers, Q&As, blog posts,
social media management, video content (captured on-site or pre- or post-
event), and ghostwritten articles.
 Public Relations and Media
Eventicate can tap into industry-specific media relations
experts to design and deploy a PR/media relations
campaign to get your event noticed and covered.

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Our Services
Utilize our primary and secondary researchers to
uncover insights about your event, audience, or
market. Then let us activate those findings via our
content-marketing offerings.
Research
We can deliver content in any form: videos, podcasts,
webinars, white papers, blog posts, Q&As, social
media postings, reports, or even bylined articles.
Content
From sizzle reels, to talking head interviews and short
film bites, we can work within your budget to tap into
this channel.
Video
We can manage your social media channels to drive
engagement and actions, and integrate these activities
into an overall marketing strategy.
Social Media
We can bring the audio element into your event,
creating a sonic identity and signature that is uniquely
tied to your brand and event.
Sonic Branding & Soundscapes
We can manage your email campaign activity to drive
your event objectives.
Email Campaigns
We can help source and negotiate agreements with
outlets to enhance your reach exponentially.
Media Partner Development
From marketing strategy to building your event
marketing plan and activity calendars, we can help
you with your marketing needs.
Marketing

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How we work
We’re happy when you’re happy. We are pleased to offer our services on either a branded or white label basis, providing you with the option to
broaden your range of services without the overhead.
Branded or White Label
Projects aren’t one-size-fits-all, and neither our are fees. We’re happy to work with you to determine a fee schedule that aligns our success
with yours.
Hourly, Daily, Weekly or Project Based Fee Schedule
As your trusted partner, the ultimate responsibility for ensuring that work is done with accuracy, integrity, and efficiency lies with us. Any outside
resources or experts will be managed by us, ensuring a single point of contact – and responsibility – for you.
The Buck Stops Here
Our preference is to be as integrated as possible within your organization, to ensure the most efficient workflow and communication structure.
But whatever the level of integration, we’re set up to function as your right hand to ensure success.
Partnering for Success

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“Don't buy this 'believe in yourself'
rubbish. Why do they keep telling
youngsters that? There's no point
believing in yourself if you don't know
what you're doing.
Once you've got a vision of what you
want to do, by all means stick to that
passionately and doggedly.
Believe in your ideas. It's not quite
the same thing.”
-- Steve Winwood
Quote of the Day

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Keith Kirkpatrick
keith@4kresearch.com
917 727 1011
Research & Consulting, LLC