Whether you’ve got a work conference to arrange, a charity fundraiser to coordinate, or an annual corporate celebration to deliver, preparing for an event can be an extremely stressful process. With so much to consider, it’s easy to let details slip through the net. Get it right, however, and people will be talking about it for years to come. Research shows that 67% of B2B marketers believe event marketing to be one of the most effective strategies for business events, helping their brands improve visibility and providing new networking opportunities. To help you on your way, we’ve put together a list of key considerations:
Creating an event plan
All events need to start with a detailed plan. Begin with your vision and goals, considering aspects like how you want the event to look and the meaning behind it. For example, a charity event is about fundraising and raising awareness, but a book launch should be more focused on celebration and promotion.
Simple but effective, to-do lists are an excellent way to get organised. Make a list of everything you need to figure out, such as who your team is going to be, the budget, theme, cost of entry, and entertainment. Another particularly important consideration is the event date—you don’t want your event to clash with another event, so make sure to choose a time that’s suitable for your attendees.
Planning early is important too as some events may take some time to organise. This will help to account for any setbacks or delays and reduce the risk of stress.
Choosing the location and venue
Once you’ve decided on a date, booking the venue is the next step. This involves considering the logistics involved. Choose a venue in a suitable location which is large enough for every attendee, as well as being easily reached by public transport for those who don’t drive.
The ideal venue should be accessible for all. There are 13.9 million disabled people living in the UK and each one of these individuals should be able to enjoy their favourite music or attend a workshop without worrying about accessibility. Your venue should have disabled toilet facilities, wheelchair access, ramps and lifts.
To enhance the overall experience and make the event memorable, you can incorporate your preferences and creative ideas into the venue design. For instance, if you envision a vibrant and playful entrance, an inflatable archway could be an excellent choice. It would provide a visually captivating and interactive entrance for the attendees, setting the tone for the event.
Alternatively, you might consider a more elegant and sophisticated entrance design. A red carpet and a carefully placed red thread could create a luxurious and glamorous atmosphere, adding a touch of exclusivity to the event. It is important to design and decorate the venue to match the overall theme and purpose of the event.
Most venues are now looking to improve their accessibility – even the obscure ones. Take Royal Britannia’s MV Fingal, a boutique hotel based on a ship in Edinburgh, which installed a stunning art deco inspired elevator that not only enhances aesthetic appeals but ensures optimum mobility for guests of all levels of ability. And remember, not every disability is visible, so consider those with hearing or vision impairments, or with chronic and mental health issues.
Sourcing event sponsorship
Event sponsorships work by supporting events through funding or through a service exchange, such as the sponsor’s name and logo on materials, discounted tickets, or a speaking opportunity. Not only can this bring extra funding to an event, partnering with external businesses can help to double marketing efforts and raise awareness of the event by virtue of the fact the sponsor will likely market it through their own channels.
Depending on the event you’re hosting, there is a variety of sponsorships available. Local news and media platforms may be interested in your charity event, for instance, helping to raise awareness of an issue and increase potential fundraising. Alternatively, if your event is expected to host a huge audience, large corporations may view this as an opportunity to promote their own products.
Take Coca-Cola, one of the biggest sponsors for sporting events. The soft drink behemoth revealed plans for a three-and-a-half-year sponsorship deal with the Premier League in 2019, promoting their mainstream Coca-Cola drinks as well as other drinks it owns, including Sprite and Oasis. Although a much bigger example of event sponsorship, it shows how brands take advantage of such opportunities to generate sales.
Strategising a marketing campaign
There’s no point putting everything into an event together if no one attends, which is why a solid marketing campaign is essential. You may have already roped your colleagues, friends and family into attending, but to succeed you need to reach a much wider audience.
Using social media can be a great advertising tool, and research shows that 89% of event marketers use social media for pre-event marketing. The best part about social media promotion is it’s free unless you decide to create an ad campaign. You can even go down the more traditional route of creating posters and flyers, these are easy to produce and can target your audience effectively. Advertising does cost money so it’s important to factor this into your budget.
Much like a movie trailer shows you exciting flashes of a film without giving away too much, you need to highlight some of what will be the most exciting elements of your event. For example, if you have a well-known speaker at your event or are promoting a new product ahead of its release date, you should mention these clearly. Make sure to pick aspects of your event that will encourage more customers to attend.