Have you ever been to a product launch and left not knowing a thing about the new product except that it is new? Or wondered why they had the event at the venue they did, or the entertainment was who it was? Or see anything from the company again that related to that night?
If so, you’ve been to an event without a communications strategy at its core.
If the cocktails and canapés aren’t working for you at your events, then what is?
An event of any style and size can be a very effective cornerstone of a well thought-out marketing communications strategy.
The explosion of experiential marketing, PR stunts and VIP events reveals the power of literally letting your audiences engage directly with your brand.
The two most important elements of your brand – its personality and values – are the things that can come alive at events, making for memorable experiences.
To begin, brand and key messages must be articulated, clear and well supported. This, together with the aim of the event is the best starting point – rather than the physical elements of the event such as the venue and food choices.
When the messaging is clear it is easier to work through your event decisions. For example, instead of asking ‘what’ venue, ‘what’ food and ‘what’ entertainment, put your mind in the position of your audience who will ask, ‘why’ this venue, ‘why’ this wine, ‘why’ this entertainment. Make all your elements speak the key messages for you.
It is important to tie the event back to the other aspects of your marketing communications strategy. How can you link the event back to your website, e-newsletter, social media and PR?
Extending your event out through your other mediums will drive that event spend further and allow you to get more value out of your canapés.
Felicity Zadro www.zadrocommunications.com.au
