When planning a conference or internal comms campaign, resist the temptation to blow your budget on a top-dollar keynote speaker or an expensive video shoot.
Instead, remember the 70/20/10 rule:
- 70% on getting your messages out there,
- 20% on checking to see if your target audience actually understood and bought into them,
- 10% in reserve to remedy matters if your messages haven’t got through in full.
