Event Planning

With the right preparation, you can pull off a memorable event that will increase your company’s profile and reel in new business. Whether your event is a groundbreaking for a new store, an anniversary gala, an annual employee recognition program, or a glitzy holiday cocktail hour, its success boils down to planning with a detailed timeline. Six Months Before · After assessing what type of event you’re orchestrating and setting a budget, establish the specific location, date, and time, including associated details such as making deposits to secure the venue or signing contracts. · Break down the event into core components, such as logistics and public relations, and assign tasks to individuals. · Book catering or entertainment and consider your guest list and how guests will be invited. Five Months Before · As your event begins to gel, determine the specific program. If you need a master of ceremonies, obtain one. · Hire a video and sound team and a photographer to record the event. · Get public relations material to use for promoting subsequent events, particularly annual ones. Three Months Before · Plan your media relations campaign. This is also the time to weigh advertising options and to design collateral such as printed invitations, programs, posters, or fliers. · Tease the event with a save-the-date postcard so invitees can put it on their calendars. · Set a news release strategy. · If a meal or hors d’oeuvres are involved, firm up the menu. · If you have an MC, determine the script content. Two Months Before · Have your collateral and news release in hand and ready to go. · Shop your event by preparing calendar announcements or radio spots. · Update your Web site with information about the event, including the time, place, and cost of attending. One Month Before · If your event requires decorations and props, make sure you have what you need. · This is prime time for sending out invitations so have a plan for keeping track of responses and for following up with those who have not responded. · Target news release distribution at this time. One Week Before · Prepare and distribute a media reminder or media alert and consider an e-mail blast to customers to encourage attendance. · Nail down all the outstanding applicable logistics, such as decorations, props, catering, and entertainment. · Verify and coordinate the program with the MC or main speaker (including the script), volunteers, employees, and dignitaries. · Check in with all service providers. Day Before · Organization is the key to success, so keep a checklist of tasks. · Institute systems, such as an alphabetical guest list or a designated spot to distribute outstanding pay to service providers, for a well-run event. · Get decorations, signs, or props onsite. · Test the audio and visual equipment for glitches. · Have a written timeline and agenda for how the special event will unfold and share it with participants. Day of Event · Set up the area early and do a dry run from start to finish, tweaking problem areas. · Be ready to roll a full 45 minutes before the event is scheduled and have participants ready 20 minutes before they’re on. · Designate a point person to handle any unforeseen problems. · Follow your agenda to stay on track. · Being flexible can help ward off surprises, so be ready to improvise. · Ultimately, your planning pays off now, so enjoy yourself. After the Event · You can learn from a post mortem. Sit down with your staff and discuss what worked and what didn’t. Take notes and keep them handy for the next event. · File press clippings, video, sound, and photos as well as information on any contractors and organize it for future reference. · Thank those who helped work on the event and your attendees. If the event was a fund-raiser, make sure people know how much money was raised and that their help was instrumental in reaching that goal.

How to Get your Brand Noticed

In order to differentiate your brand you must create an experience for the customer. Customer experience is about creating memorable experiences a unique experience that becomes the product or service you are selling. Once you get in the mind of your customer their loyalty to your company increases. Your branding campaign should include the following triggers: · Emotional Signature- Beauty, ugliness, frustration, love, arrogance, etc. are emotions the customer can identify with. Intel used a successful unpleasant campaign: it built brand recognition with an unpleasant and piercing jingle. · Stand for a Cause or Point of View- When you stand for a cause you are fighting an enemy. In business, selecting a good enemy is more powerful than any other business strategy or innovation. Apple stands for “Computer as an Experience” opposed to “Computer as a Tool”. Google stands for “Simplicity” opposed to “Portal.” When you have a good, juicy, big enemy it’s easier to build a community of followers and brand evangelicals to take down the Goliath. But don’t kill the enemy! You need him more than he needs you. · Gratitude- Gratitude is based on the Law of Reciprocity: we repay in kind what another person has provided us. For companies the question is what to give to customers to trigger gratitude? Free and extra services, loyalty programs, gifts, and discounts are the most common. However, giving relevant and trustful information is the most powerful gift. · Education- Giving information as an education is the most powerful relationship builder. Send newsletters and Ezines offering relevant information. Perhaps you are an insurance agent, you could write about safe driving tips or how to choose a security system for your reader’s homes. Be sure not to bore your readers with constant sales pitches or with boring information about how great you are.  Write as if you are having a conversation with your reader.  Keep it informal and conversational.  It is also a lot easier to write content if you do so with the thought you are talking to someone.  · Vulnerability- Showing your vulnerability makes you more human, likable and more like the rest of us and your customers. Show your vulnerability, be transparent and address your mistakes to build a trustful relationship. Inform your customers that you are behind schedule and you are sorry because things went in a direction you didn’t foresee. · Privilege- The feeling of being privileged by nature or by circumstance is a big positive memory trigger because everyone wants to feel special. Always remember your customer’s name (know how to spell it) and face; listen to your customers and show that you understand what they are saying; remember what they said to you in the past, and read their unstated or incorrectly stated need to address it in a unique way. By following these steps you will increase your social capital. · Invite Customers Behind the Scene- Show them how you work, tell them what’s going on, showcase your employees. It’s like inviting someone to your home for dinner, it creates intimacy.

Direct Mail Advertising Goes in the Trash

As more people think green and are ecology-minded, the average household receives about 200 pounds of junk mail per year. Meanwhile, the average phonebook weighs about 4 pounds and kills millions of trees. Because half of all adults neither use their junk mail nor open their phone books, that means 100 pounds per household of wasted paper and 2 pounds of wasted phone books. A lobbying group has formed claiming that junk mail is actually good for the environment. They call it “advertising mail.” It saves gas and reduces traffic jams. No lie! Check out www.mailmovesamerica.org. It’s time we started putting things into perspective. The direct mail industry doesn’t have much of a face; there’s no big brand name or no TV, radio or newspaper promotion behind it. It just slips into the mailbox every day. And most people’s first stop between the mailbox and the door is the trash can, where most of it winds up. There’s too much waste in advertising. It’s giving the industry a bad name. Every advertiser feels like John Wanamaker, the magnate who pioneered the concept of department store and in 1874 printed the first-ever store advertisement, who believed that half of his advertising worked and half of it didn’t – and he didn’t know which half was which. If the Internet fulfills its promise of delivering greater advertising efficiency, let’s hope it wraps its digital tentacles around direct mail and squeezes hard.