A well-crafted event can be a highly effective marketing tool for any company or organisation. It can attract a targeted audience, increase engagement and brand awareness and provide a memorable experience for attendees.
A successful event requires a lot of planning and hard work. However, the benefits of an event are far-reaching and can provide long-term value for the host organisation. Here are some of the main reasons why it’s worth putting in the effort to plan and execute an excellent event:
Ensure Attendees’ Experience is Goal-Focused
Identify your key event objectives and ensure that every element of the program aligns with them. For example, if your aim is knowledge-sharing, include expert-led workshops and presentations, whereas if you want to foster connections, make sure your sessions allow plenty of time for networking opportunities.
Create an Inspiring Event Title and Summary
A strong event title is the cornerstone of any effective marketing campaign. It needs to be short, snappy and evoke the event’s key message or themes. It can also include puns, alliteration or rhyming words to create a catchy tagline that sticks in people’s minds.
An interesting picture is a key aspect of any good event promotion. Whether it’s a photograph of delegates at a previous similar event (everyone loves a photo of cute kids doing science), a relevant illustration, or a shot of the venue where your event will take place, a captivating image makes for an eye-catching and compelling image.
Choose a Date, Time and Duration
Choose the most suitable date and time for your event, taking into consideration factors like holiday dates, other local events and competing industry conferences. Then determine the ideal session length and balance content with breaks to prevent audience fatigue.
Define Speakers and Experts: Include a list of speakers and experts who will be involved in the event, together with a brief description of their backgrounds and what they bring to the table. This will help potential attendees decide if your event is right for them.
Prepare Contingency Plans: Set aside a percentage of your budget for unforeseen expenses, such as unexpected venue fees or additional tech support requirements. This will ensure that your event runs smoothly and does not impact the overall attendee experience.
Build Event Promotion Plans: Include a structured timeline within the event brief that includes key milestones for outreach activities, such as ‘Save the Date’ announcements and registration deadlines. This will give your team a clear structure for building excitement and momentum in the lead-up to the event.
Design a Logo: If you’re running a large or recurring event, it’s worth investing time in the creation of a logo for it. This will help to establish the identity of your event and make it instantly recognisable on all promotional materials, including invitations, social media posts and t-shirts. Ideally, the logo should be consistent with your company’s visual identity to create instant brand recognition and complement your other event branding.