Behind the Hustle: Lara McCulloch (@laramcculloch)

A renowned, results-driven marketing expert with over 20 years as a Brand Consultant for multinationals like Cadbury-Adams, Unilever and Shell, Lara brings ‘Big Brand Thinking’ to small business in the events industry.

Her consulting firm is focused on building growth, reputation and evangelism for event companies around the world. She’s been touted as a pioneering force in the marketing revolution, founding one of the world’s first twitter communities. She’s travelled throughout the world as a keynote speaker and workshop facilitator, changing the way that event companies think about their brands. The culmination of Lara’s passion and experience has heralded leadership posts on numerous industry Advisory Boards, a monthly column for an international magazine and recognition with three National Awards for dedication, spirit and leadership as well as the esteem of Industry Innovator. She has graduated from Ivy Business School’s prestigious Executive Program, but it’s the title of Mom that brings her the most pride.

“hi, my name is…”

The world knows me as( name): Lara McCulloch

I’ve also been known to respond to the names: Lara-lou

I am wicked good at: Reading upside down, lip-syncing Check the Rhyme by Tribe Called Quest and sarcasm

Least favorite house chore: All household chores (who likes chores?)

My go-to guilty pleasure food is: Chocolate or Nutella or Nutella covered chocolate

Favorite App: 1Password – it holds all of my passwords in one place. Don’t know what I’d do without it.

Favorite quote: “What you think you become. What you feel you attract. What you imagine you create.” ~ Buddha

“The Hustle”

Job Title: Chief Shift Disturber

Professional Superpower: Creating perceived value for companies in the event industry – in other words I brand commodities (in a single bound). I also run a podcast, called Start Some Shift, speak around the world and founded and manage the community, #eventprofs.

Years in the events industry: I’ve kind of been on the sidelines. My clients are in the events industry – but I’ve been servicing the industry for 8 years.

To me, being an event hustler means: Someone who’s making things happen

The top 2 most surprising things I’ve learned about the events industry since starting are: How many women-owned businesses there are (slow clap) and having only attended events in my past I had no idea how much time, sweat and effort went into planning events (slow clap, round 2)

I got my start in the events industry when: I left my career as a brand strategist at ad agencies and joined my family business, Regal Tent Production, as Director of Sales & Marketing in 2007. I fell in love with the industry at first sight.

The top 2 pieces of advice I’d give to an aspiring planner are? The same pieces of advice I’d give anyone who’s ‘aspiring’. Stop aspiring and start doing. And, find your niche.

My biggest event industry pet peeve is: I don’t really do pet peeves, but I’d like to see more companies carving out what makes them unique and meaningful.

“No such thing as TMI”

One thing that would really surprise people to learn about me is: I’ve been on my own since I was 16 years old.

You can only keep 2 albums in your entire music collection -those albums would be: What’s an album? Seriously. I love music way too much to narrow it down to 2. But, if I had to pick right now, it would be: Glass Animals’ Zaba & Gregory Isaacs (self-titled album)

10yr old me thought I’d grow up to be: I never dreamed of my future when I was little – no dreams of weddings or careers. I like to live in the present…always have.

Text or phone call?: Text…I don’t enjoy talking on the phone.

Android or iphone?: iPhone

Toilet paper roll – Over or under?: OMG. Why is this even a debate. Over. Obviously.

Connect with Lara: (podcast)

PS – Have you downloaded the Start Some Shift podcast on iTunes yet? My expert guests will share secrets on how to grow your business 🙂 >>

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