The time when event marketing was seen as an addition to traditional advertising strategies is now a thing of the past.
Our receptivity and attention have diminished in the wake of the flood of advertising on social networks and other media. In this environment, the strength of the corporate event is enhanced by the direct human relationship that ensues. An event is a perfect opportunity to create an experience for the guest and to convey a message using all 5 senses. Therefore, the event is not just a “good add-on” to a communication platform, but is, in itself, a communication platform.
When planning the budget, a budget allowance for the organization of events must be created. Knowing in advance the budget allocated for event marketing limits the amount of wasted time and gives you the possibility to work with high-quality vendors.
It’s the moment of truth, where it all counts.
How do you organize a successful event that conveys the company’s message?
By starting with a clear goal that can be summarized in a single sentence. This sentence will become a common thread or a guideline. It will act as protection against ideas that have more to do with form than substance. It will also warn us against intellectualizing the goal (which would be 2 pages long) or the “15 main goals of the event,” which would quickly lead to dispersion.
The goal is the foundation of our event concept.
It is the meaningful message that the company wants to convey, distilled to its simplest expression.
When the team understands the goal of the evening and the conception begins, the golden rule is to question the relevance of every artistic choice by tying it back to the goal.
The corporate event is a true success when the guests understand why they attended. The message of the evening should challenge and nourish them.
“Useful” creativity supports the message being conveyed and not the communication tools we have available (new technologies, virtual reality, interconnectivity).
New communication tools can be a double-edged sword. If they help to share a special moment, they add lustre to the event. However, we must be careful. Technological features can create friction between our concept and the guests. (Think of the interactive menu, which people are still trying to figure out during dessert!)
A festive evening is an occasion to relax and to put away the laptop and telephone. The event organizer wants to create a relationship between the guests and the brand. This relationship should happen without friction.
Event planning is a team effort. Vendors, concept designers, artists, chefs, service staff… we can achieve great things when everyone works toward the same goal with flexibility and determination.
One of the secrets to success is to surround yourself with the best people. When planning the evening, vendors need to find solutions in addition to delivering a product or service. Their ability to perform triple backflips, reinvent themselves and keep smiling is an invaluable asset. We’re not much without talented collaborators!
Event planning is managing the unexpected, details and change. It’s no surprise that the evening’s planner often has to switch to plan B, C or even D. Don’t bother fighting against this reality. Developing versatility and learning to keep calm are essential.
This allows the planner to remain “present” and give every detail the importance it is due because an event is the sum of all these details.
Through the multiple tasks associated with event planning, it is essential to keep the primary goal in mind, which is to please your guests. An event is, first and foremost, a human experience. Nothing is more gratifying than a venue packed with smiling guests who are happy to experience the moment.
The evening went well, the team is proud of the work accomplished. Now is the time to look back on the event. Over and above aesthetic concerns, the advantage of a debriefing is to return to the main goal. It is essential to determine whether the message succeeded in reaching the guests. This is the best way to measure the event’s return on investment.
The last point may seem easy to achieve; it is, however, no less important. Talking about the successes is nice, but it is vital to talk about the difficulties, even if it makes us uncomfortable. We learn more from our mistakes than our successes.
Event planning is a massive task. However, by following these 10 important points to stay the course, the planner will be able to conceive, implement and analyze the benefits of an event’s main goal.
A simple, clear goal that conveys the message that the company wants to share with its guests.