Events are a powerful marketing tool which enable you to unleash your brand and make a massive impact on your target audience. However it is sometimes easy to get carried away with funky invitations, over-the-top themes and extravagant gifts while in the meantime letting company branding and the main event purpose fall by the wayside.
Here are some hot tips to ensure that you get the right message across, and that you do it well:
1. The hottest ticket in town
Inviting the right people is crucial; you could create the event of the century but it will go down like a lead balloon if it falls on deaf ears. Invite the movers and shakers of your industry, and don’t be scared to aim for the top. Release invitations in stages, send a VIP round first of your ideal guest list, and then invite second and third tier guests to fill up the spaces.
2. Whisper, don’t yell
It is the little things that make the difference, ensure you always focus on detail. Sometimes a carefully thought-out colour scheme in your brands corporate colours will have more effect that a 10-foot company logo projected onto a revolving catwalk. Use ‘subliminal branding’ and your audience will not feel overwhelmed, and you will avoid your event looking tacky.
3. Don’t just talk the talk…walk the walk
Remember that 90% of communication on non-verbal. Presentations, programs and personal greetings are all important but can be useless if the venue, transport and catering are not up to scratch.
Say your brand values are of prestige and elegance; ensure you immerse your guests in the feel and flavour of this. Hold the event at an exclusive venue; arrange limousine transport and a decadent meal with premium wines. Your audience will not believe what you are saying about your brand if they do not experience it for themselves.
4. Make a lasting impression
A thoughtful take-home gift is a great way to ensure your guests will never forget your brand and it will provide them with an everyday reminder of your values. However there is nothing worse that receiving another mouse mat or pen emblazoned with a company logo.
Rather, make your gift a souvenir of the event, and make it one that they will actually use. If you hold a beach-themed gala dinner, present guests with a sarong or underwater camera discreetly displaying your brand colours. Choose a gift guests will use forever, and they will be forever grateful.
5. Follow up
After the conclusion of the event, be sure to gently remind guests of the information they received on the night without seeming like a harassing telemarketer. Send an email or hand-written note thanking them for attending. This could be accompanied by a photo of that particular guest with a host from your company, which is personalized and thoughtful.
There is nothing better about the night before that looking at the photographs the day after. Allow your guests to re-live the experience with a link to all event photos available on your homepage, and watch your website hits rise.