Approach
How we see event innovation
We turn market opportunities into experiences and brands that can grow, and run them with one method from the first idea to the next edition.
How we see event innovation
We turn market opportunities into experiences and brands that can grow.
- 01
A market opportunity
We spot a need, an interest or an opportunity in the market.
- 02
A clear concept
We turn it into a concept that brings content, audience and partners together.
- 03
Content and experience
Audiences meet content they care about, in an experience that can be delivered.
- 04
Audience and partners
Brands meet the right audience, and partners find a space that serves their goals.
- 05
Value that can grow
One project with its own identity, operating plan, business model and way of measuring results.
Business model
From idea to an asset that grows
Mahd’s model is to create event concepts and own their brands, then develop, market, operate and evaluate them, building a portfolio of projects that can repeat and scale.
Project axes
Every project connects three axes
Every project in Mahd’s portfolio combines an experience worth attending, commercial value for partners, and an asset that grows with each edition.
Experience value
Content, setting and experience that respond to what audiences and participants care about.
Commercial value
Participation, sponsorship and partnership opportunities that fit the event and its audience.
Asset development
Identity, know-how, relationships and results that build up to strengthen the brand and its next editions.
Event cycle
How an event is developed and delivered
We run each event through seven connected stages, from understanding the market to evaluating results and developing the next edition.
Research & analysis
Understanding the market and audience, and identifying opportunities.
Idea & concept
A concept, an identity and a vision of the visitor experience.
Strategic planning
Plan, schedule, budget and performance indicators.
Design & development
Visual identity, spatial layout and content.
Marketing & sponsorship
Campaigns, PR, sponsorships and partnerships.
Operations
Delivery and coordination on site.
Evaluation
Reviewing results and identifying improvements.
