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Article in RSVP magazine, February edition, p.
45
Crash Course in … EVENT STRATEGIES
Kate Ingles, Director of strategic event consultancy,
BEYONDevents, shares some secrets on how to turn a well-run event into an
‘intelligent event’.
Consider events as an integral part of your
marketing strategy rather than as a stand-alone.
Events should work alongside advertising and PR towards an
integrated marketing plan. Remember
that events have the potential to sell, market, build brand awareness,
increase profile, provide PR and a face to face client meeting all in one
go.
Target your audience Your event is only as good as the
audience it attracts and the value that audience will bring to your
business. Maximise the hot clients and prospects and minimise
those out for a ‘jolly’. Focus on quality before
quantity. Likewise, big budgets don’t necessarily achieve
greater ‘success’ – being targeted and focused
does.
Match the event to the audience Your event needs to attract and excite your target audience so
be aware of what your audience wants, not just of what the boss knows and
loves. One size does not fit
all so you may need to consider a series of smaller events, each tailored
to an audience sector, rather than one ‘universal’ event.
Set objectives and measure success Be clear on what you want to
achieve and what criteria would make the event successful.
Don’t think the event is finished when the last guest leaves –
quite the contrary – this is where the follow-up process and real
return on investment begins. Be rigorous in the invitational and
follow-up process and have a back-up plan for those unable to attend.
Reflect the company brand in your event Your event is an ambassador of
your brand so make sure that every element of the event reflects the brand,
from the invitations right through to the décor. Moreover, think
creatively – don’t just stick a poster of your company logo on
the wall.
Keep your eye on the goal – ROI Remember that the logistics and
the planning, while fundamental to the smooth running of the event, are
just part of the game – the winning goal is beyond a well-run event
– it is an ‘intelligent event’ to generate return on
investment
and to contribute to a successful working marketing strategy.
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