Whether it is for a social cause or the launch of your new product, an event is the perfect marketing activity to execute. You can have guests that are interested in the cause you are supporting (or your product and brand) interact with a well-design series of activities directly. The event itself is a great way to showcase key messages, products, and brands.
There are a lot of benefits you can get from a successful event. Aside from media exposure, great events create a lasting impression as well. It is a great marketing tool to use in different situations, and now you can use it to generate even bigger impacts with the tips and tricks we are about to discuss in this article.
Refine Your Objectives
We tend to settle for a basic objective when planning an event when it is actually important to really get the details right from the start. Instead of “to launch a new product,” it is much better to have objectives such as “to introduce the new product as a solution for problem A.”
Being specific with your objectives is important because it will dictate the rest of the event. Using the previous example, you can choose an event theme and elements that put emphasis on your new product as a solution for a specific problem.
You may not end up with great objectives when you first start either. The key here is taking the set of objectives you formulate when you get started, and then invest more time and energy towards refining those objectives until they are relevant and specific.
You can never be too careful when planning an event. If you think you are being too meticulous with the plan, trust me, you are not. Going into the details and planning every part of the event carefully are the steps you need to take to have a successful event.
It shows. A well-planned event feels more seamless and enjoyable than one that was put together hastily. You may not experience the difference as the organizer, but your guests will notice the difference even before they attend.
Position yourself as the guests and imagine the things they need to have a great time during the event. When you have a detailed plan, you also have the ability to insert twists and little surprises that make the event more special to your guests.
Make It Tangible
One thing you also want to do is add tangible elements to the event, starting with the experiences added to the event itself. A game corner, an open bar with an actual bartender, or in-event activities that allow guests to participate are great starters.
You can also add gift bags or souvenirs that guests can take home to make the event more tangible. Simple items like lapel pins work really well. If you take a look at these different pins, you will find plenty of ideas for personalized pins that really represent your event.
For larger events, consider putting together a goodie bag for every guest or at least for VIP guests you invite to the event. Once again, the goal is to create a lasting impression and to extend the impact of your event beyond the boundaries of the event itself.
Work with the Press
Here’s another touch you definitely want to add to your event: get press coverage. Work with local media – or even social media influencers – and get your event covered. Once stories about the event are posted – online and offline – it will stay in the public’s mind forever.
The next time someone does a Google search for the social activity or the product you just launched, stories about your event will still be there to add context and boost credibility. A product whose launching event went successfully is considered more valuable in the eyes of potential customers.
To get the coverage you need, you have to be more proactive in working with the press. I’m talking about actually working with media people and top influencers, building strong relationships with key individuals, and providing something of value in return.
No one venue is perfect for every event, so it is always worth it to spend time comparing venues and finding one that suits your specific event. Don’t settle for the same venue for all of your events either; a venue that works well for a previous event may not suit your next one so well.
There are the things you want to take into account when comparing venues, the first one being accessibility, particularly how easy your guests can reach the venue. Get closer to the guests instead of asking them to travel to the event.
The second factor is space; the last thing you want is an event that feels cramped and full of people. It will counteract other things you try to do to make the event special. Lastly, make sure the venue is, well, available.
Hype It Up
Marketing the event is the last piece of the puzzle. Even when it is only a small charity event for a local cause, you still need to think about how to get words about the event out to the right target audience. Fortunately, you now have digital marketing on your side.
Through the use of instruments like social media and content marketing, you can start marketing the event as soon as the plans for that event are finalized. Build the hype using backstories and behind-the-scenes content. In fact, you can get potential guests excited by involving them in the stories you tell.
For more private events, email is the instrument to use. If you only want to invite a handful of highly-targeted guests, use email and social media to connect with the target guests and generate genuine interest around the event. You can use a more open marketing campaign for exposure.
These are the ingredients that will turn an ordinary event into a special one. By following the tips and tricks we discussed in this article, you will always have what it takes to create truly memorable events with big impacts.