Richard John is a CIM fellow and managing director, RJA
There are a host of different event formats available, so you don’t have to keep going for the same format just because it is established or familiar. Innocent Drinks couldn’t find a suitable event to participate in that it thought had the right fit with the brand, so it created its own, massively successful, “Fruitstock”.
It’s a buyers’ market for venues and suppliers, so be tough in negotiating great deals. The “rack rates” of hotels are simply a ruse to raise your expectations of how much you’ll pay. At the same time, remember that if you want a quality event you have to be prepared to pay a reasonable charge for it.
Remember events don’t sit in isolation. Whatever event you go for should be part of a wider, more meaningful strategy. Think how your event will serve alongside other ongoing promotions, marketing strategy and your brand values.
Legislation needs to be considered when you undertake events. The 2008 Corporate Manslaughter Act means you must do robust risk assessment with all your events; and the forthcoming Bribery Act may mean you need to think twice about some of that lavish “corporate hospitality” some companies have traditionally indulged in.
The key to successful events is often creativity, rather than money. Think about the impact the ambush marketing activities of Bavarian Beer had at the World Cup in South Africa. Just make sure you also have an anti-ambush strategy in place.
If you organise your own events, the key will be attracting – paid or unpaid – the right audience. You can never do too much work here. Allow long lead times and use every form of marketing, including social networking, to create a “buzz” and to raise awareness of, and then desire for, your event.
Stretch the life of the “live” element of your event by embracing the latest technology. That means starting the discussion process and networking opportunities before the event. Then enhance it by capturing presentations for streaming and producing white papers in the aftermath, building on your previously established communication links to distribute fresh information.
Want to see how the traditional conference has changed? Check out Ted.com to understand how the usual model of disseminating ideas has been so successfully turned on its head to create a worldwide phenomenon.
Many companies do too many events, and don’t allow enough time to evaluate effectively. Events deliver great results, but perhaps you should consider adjusting your budget to do fewer events, better and to a higher quality, and then measure the results mercilessly.
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