Codarity

Codarity We provide certainty for service businesses in competitive markets. Our proven 5-stage system create There are a lot of things we DON’T do.

But, there are a few things we do, exceptionally well. If you’re a business in a competitive niche and want high quality, performance-driven marketing that doesn’t cut corners, then you’re in the right place.

Doors in 30 minutes. Sound check not done.I was the only person in the room who knew how bad it nearly was.I'd arrived a...
20/05/2026

Doors in 30 minutes. Sound check not done.

I was the only person in the room who knew how bad it nearly was.

I'd arrived at the venue earlier that day. Been told everything was sorted. What I found: a mic preamp plugged straight into a 20k PA array. No desk. No limiters. Nothing between that microphone and a speaker system powerful enough to hurt someone.

Called a local engineer. Small desk. We rigged what we could.

Sound check finished half an hour before doors opened.

By the end of the night we were getting compliments on how good it sounded.

The room didn't know how close it came to going wrong. That's always the job.

What's the moment you pulled it back that nobody in the room ever knew about?

I spoke to a founder last year. £6M business. 80 events a year. Fifteen years in the industry.On paper, everything was w...
19/05/2026

I spoke to a founder last year. £6M business. 80 events a year. Fifteen years in the industry.

On paper, everything was working.

Then two long-term clients retired in the same quarter. Referrals dried up for six months. And for the first time in a decade, he didn't know where the next one was coming from.

Nothing had gone wrong. The ground just shifted. And there was nothing underneath it.

The clients who call already knowing they want to work with you didn't arrive by accident. They've been watching. Reading. Noticing. A piece of content saved months ago. An award that caught their eye. A press mention that surfaced when they were quietly doing their own research at 11pm.

That confidence doesn't build itself. It's constructed slowly. Through consistent presence. Through the same obsession with detail these founders already apply to every event they produce.

Awards aren't the strategy. They're the receipt. You don't chase them. They show up when you've been doing the right things, consistently enough, for long enough.

Your clients don't buy your service. They buy their confidence in you.

That confidence is built long before they call.

Where did your last client actually come from? Not the name. The reason they called you specifically.

Most event businesses are optimising for 15% of what actually drives a booking.The rest is sitting below the surface.Lin...
15/05/2026

Most event businesses are optimising for 15% of what actually drives a booking.

The rest is sitting below the surface.

LinkedIn post views nobody clicked. Content shared in a WhatsApp group. Word of mouth triggered by something a prospect read three months ago. A branded Google search that started from a piece of content they've long forgotten about.

The CRM records "Source: Unknown." What actually happened was a 221-day journey across touchpoints that left no trace in the data.

Dark social isn't a mystery to accept. It's a measurement gap with practical workarounds.

The full breakdown of what those look like in practice is here: codarity.com/crm-source-unknown-dark-social-attribution-event-businesses

13/05/2026

My daughter changed everything about how I run a business.

Not because I became a better person overnight. Because she was coming, and I had to figure something out fast.

I used to promote events in venues that held 60 people. Small stages. Big pressure.

One event can make or break your business. There's no averaging it out over the quarter. No next week's shipment to recover the margin. Just one date on the calendar and everything riding on it.

I lost thousands on a single night early on. More than once.

That kind of exposure changes how you think about marketing. It stops being a nice-to-have. It becomes survival.

So I got obsessive. Tested everything. Studied what moved tickets, filled rooms, and turned a slow pre-sale into a sold-out weekend.

It worked. We went from those 60-person rooms to 3,000-plus capacity events.

Then my daughter arrived. 5am finishes stopped being an option. I stepped back, went freelance, and eventually built an agency around the one industry I knew from the inside.

When I sit across from an event business owner staring down a quiet calendar, I don't have to guess at the problem. I've been there.

What's the one skill that carried you through the moments where everything was riding on a single night?

I spent nearly a decade in events.Load-ins at 5am. Shows that almost didn't happen. Clients who handed us their biggest ...
12/05/2026

I spent nearly a decade in events.

Load-ins at 5am. Shows that almost didn't happen. Clients who handed us their biggest night of the year and trusted us not to drop it.

Then I switched sides. Now I help event businesses grow.

The first thing I noticed? Most agencies misread this industry completely.

Not dishonestly. Just from the outside.

They bid on "event management company" because that's what the keyword tool said.
We know the buyer isn't browsing. They're reacting to the last supplier who let them down.

They run the same budget every month.
We build the calendar in summer because that's when autumn gets sold.

They report on impressions and reach.
We track cost-per-booked-call because that's what actually matters.

The gap isn't effort. It's fluency.

10 laws that separate generic from event-native. Full breakdown in the image.

Want to know where you actually stand? Free scorecard in bio. Takes under three minutes.

https://notehub.me/fb-score

Which law have you seen broken most often?

08/05/2026

I was having one of those days last week where everything felt a bit flat.

So I opened my gratitude journal app, hit random, and landed on an entry from May 2021.

Something small. A moment I'd completely forgotten. And just like that, the day looked different.

I've been using a simple gratitude app on Android every day. 98-day streak as of today. 730 entries and counting.

I don't do it as a wellness exercise. I do it because running a business is relentlessly forward-facing, and sometimes you need something that pulls you back to what's already true.

Not toxic positivity. Just a quiet reminder that the evidence of a good life is already there if you look for it.

Clip from a recent appearance on Joey Pinz Discipline Conversations — thanks to Joey for the conversation. Worth a listen if you like honest discussions about what actually drives performance and wellbeing.

👉 https://buff.ly/5IYvFRE

Do you have a daily practice that keeps you grounded? I'd love to know what works for others.

The hour before doors open is the loneliest hour in events.I spent nearly a decade on the events floor. I know what it f...
07/05/2026

The hour before doors open is the loneliest hour in events.

I spent nearly a decade on the events floor. I know what it feels like. Every variable planned for. Every risk quietly mitigated over weeks. And you're standing there hoping the preparation holds.

It always looks effortless from the outside. That's the point.

The businesses I work with now are brilliant at this. World-class operational thinking applied to every event they deliver.

Almost none of it carries over to how they grow.

That's the ceiling. And it's the same one almost every established operator hits somewhere around the £2-3M mark.

That gap is closeable. If any of this resonates, I'd love to hear what it looks like in your business.

06/05/2026

What's the difference between marketing and sales?

Not as much as most people think.

I've spent decades in marketing and taken thousands of sales calls personally. Working both sides gives you a perspective that's hard to get any other way.

What I know is this: when your marketing is genuinely doing its job, your sales conversations get easier, faster, and more profitable almost automatically.

The prospect already knows you. Already trusts your thinking. The call becomes a conversation rather than a pitch.

Sales matters. It's critical. But it's the last mile of a journey that marketing already started.

When that clicks into place, revenue and profit shift in ways that feel almost unfair.

What does your last mile currently look like?

I keep having the same conversation with founders.The industry numbers look great. The market is expanding. Everyone say...
06/05/2026

I keep having the same conversation with founders.

The industry numbers look great. The market is expanding. Everyone says it's a good time to be in events.

And yet.

In 2025, 70% of event businesses couldn't prove their ROI. Even as the market grew around them. By 2026 that figure dropped to 40%. Progress. But nearly half the industry still can't connect what they deliver to commercial outcomes.

These aren't failing businesses. They're established operators who've hit a ceiling they can't explain.

Market growth doesn't automatically become business growth. The gap between the two is where most established operators are stuck. And it's closeable.

Find out where your growth engine has gaps: notehub.me/li-score

A client closed a $180K event contract last year.The CRM said the source was unknown. The sales rep knew exactly what ha...
05/05/2026

A client closed a $180K event contract last year.

The CRM said the source was unknown. The sales rep knew exactly what had happened.

It started with a LinkedIn post. Not an ad. Just an honest post about the chaos of managing a large corporate event when suppliers let you down.

The comments blew up. Agency owners, production directors, venue operators — all sharing the same frustrations. Nobody clicked a form. Nobody downloaded anything.

But someone screenshotted the thread and dropped it into a WhatsApp group. Someone else forwarded it to their MD. The MD Googled the brand name, landed on the homepage, and booked a call.

Attribution report? Source: Direct. Campaign: not set.

What it actually missed was a six-step journey that started on LinkedIn and ended in a signed contract.

That's dark social. And it's happening in your business right now whether you can see it or not.

Here's the thing though. You can't eliminate it — but you can build systems that catch enough of the signal to matter.

When that MD booked in, three things fired in the background. A UTM on the Google search. A CRM cross-reference that found a content view from six weeks earlier. An onboarding question that gave us the human answer to connect the dots.

Not perfect attribution. But close enough to make confident decisions.

The businesses that build this infrastructure — first-party data, server-side tracking, smart CRM logic, the right questions at the right moments — they stop flying blind.

The ones that don't keep crediting Google for work their content did months ago.

The $180K contract came from a post that made someone feel understood. And a system paying close enough attention to notice.

How much of your revenue is travelling through channels your reporting can't currently see?

This is why I love events like this.You walk in not quite knowing what you're going to take away. And then a conversatio...
05/05/2026

This is why I love events like this.

You walk in not quite knowing what you're going to take away. And then a conversation happens that changes how you think about something. Then another. Then another.

BrightonSEO and HeroConf 2026 delivered exactly that.

Tracklution invited me along and I'm genuinely glad they did. Tim, Iiro, Andreij, and Anni made me feel welcome from the minute I arrived. Warm, sharp, genuinely excited about the problems they're solving.

They build first-party server-side conversion tracking. Clients rarely ask about it. Most won't ever know it's there. But it's the difference between making decisions based on what actually happened and what the platforms want you to think happened.

Not networking for the sake of it. Investing in the relationships that make the service better.

Tracklution grows. Codarity grows. Our clients grow. That's how it's supposed to work.

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9 Greyfriars Road
Reading
RG1 1NU

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Tuesday 9am - 6pm
Wednesday 9am - 6pm
Thursday 9am - 6pm
Friday 9am - 6pm

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