Marketing Training/Marcom Academy

Organising A Successful Event

In today’s competitive world of businesses, a number of brands are competing to gain market shares using events marketing and management as tools. An event is a public assembly for the purpose of celebrating, educating or marketing a product, service or idea. Companies use events to enhance brand equity and to strengthen relations with the public. To host an event, a company must take into consideration some questions such as:

Is the event consistent with the brand image, and will it benefit the image of the brand hosting the event?

Is the event likely to connect with the desired target audience?

Is the location of the event suitable to the brand and the calibre of people expected at the event? If the location of an event is not suitable to the brand hosting the event is it likely to rub off on the image of the brand?

Is the event economically viable? Before a company decides to host an event, it must think about the benefits that such event can bring to the brand, the reason being that hosting of event requires a lot of money. So, it will not make any economic sense to waste money hosting an event without achieving anything. Marketing of event is in three phases- the pre-event, the event proper and the post-event.

The pre-event: This is aimed at strategizing and fine-tuning ways to ensure that the event is successful. At this stage, real reason for the event will be made known. Different committees and heads of such committee for the event will be appointed and the role that each of the committees has to play will be assigned. During the pre-event also, the chairman, speaker for the event in case of a symposium will be decided. At the same time, date, time and venue for the event will be decided. The media will be contacted and media campaign about the event will begin to run on both print and electronic media, indicating the topic, time, place and who should attend the event. This will be supported by Bulk SMS. The press will also be informed about the event. This is to get their support. Besides, there are journalists who cover both local and international events. Find them and contact them with an invite to be at the event. Industry bodies/trade associations and professionals need to be contacted, if the event is relevant to their audience and ask them for their support also.

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Social Activity under the pre-event

Since events are social occasions, it is important for us to use the social media. Here’s how to promote the event with social media and blog posts.

Choose a hashtag: The hashtag has to be short and concise and unique to the event. The hashtag must be used in every tweet and post about the event. Use your twitter, Facebook and LinkedIn more often as they will link to your website.

Find relevant people on twitter; use twitter advanced search to find people who are interested in your topic and invite them to the event. Mention them in tweets about the event or tweet them directly within a friendly invite and tweet early and often. Then follow people after these tweets, follow a few people who may be interested in your topic of the event. When you follow someone, you might get their attention and they may notice the event. Follow people and tweet at the top of your stream. Post the event on Facebook, LinkedIn and Google. Mention speakers to be at the event and encourage them to share it with their networks. Keep reminding people about the event, time and venue. If your website can send people an email when they submit a contract form, add a link to the event here.

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During the event: Live tweeting during event is a great opportunity to promote an event; registrant will be watching the hashtag. So, fill that stream with interesting content.

Ushers: Engage the services of ushers to direct people to their seats in the event hall in case of a symposium. They should be of good looks, smart and presentable to personalities in the course off rendering services to them. Security men: need to be on ground to maintain orderliness and to maintain law and order and to check-in people into the event venue. They should be provided with detective devices because of security concerns these days. Make sure to take pictures of people, speakers and attendees as things are happening at the event venue and share them on twitter. Smart phones make this easy these days. Mention people and use the hashtag.

Post Event/social Activity

Thank your tweets; show your gratitude after the event by thanking the speakers, sponsors and attendees in follow-up tweets and posts. This may be followed by sending in letters of appreciation to your sponsors. This is good for networking and building relationship. Post photos on Facebook and Google. In the days after the event, exploit pictures on both print and electronic media to create post-event visibility and awareness.

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Conclusion

An event is a public assembly for the purpose of celebrating, educating or marketing. Companies use events to enhance brand equity and to strengthen relationship with the public. To host an event, a company must take into consideration the brand image, the location of the event and the economic viability of such event. Planning of event is in three phases- Pre-event, the event proper and post event. The pre-event: The pre-event aims at strategizing and fine-tuning how to host a successful event. At this stage, real reason for the event will be made known. At the same date, time and venue for the event will be decided.

Live tweeting during an event is a great opportunity to promote an event. During the event, it is also important to share pictures of people, speakers and attendees and as things happen at the event venue and share them on twitter. Smart phones make this easy. Mention people and use the hashtag.

It is also good to organise a photo session with key personalities and share the pictures on the social network. During the post-event/social activity, show your gratitude after the event by thanking the speakers, sponsors and attendees in follow-up tweets and posts. This may be followed by sending in letter of appreciation to your sponsors and speakers. This is good for networking and building relationship. Post photos on Facebook and Google. Keep sharing them in the days after the event.

Assignment:

In 800 words, discuss five factors that may constitute hindrance to holding an event of your choice. First prize   – N10,000 worth of recharge card. The other two best written answers will get N3,000 worth of recharge cards each. Written answers should be sent to: info@brandiq.com

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