Jimmy Birchmore Events Ltd has proven experience over many years in all aspects of event management and exhibitions. Here, business owner, Jimmy, reveals his personal insight and professional tips about how to make the most of our return to major shows and events.
After a long lockdown period, events can be daunting, but the pandemic has shown us how important face-to-face events are for our business relationships and wellbeing.
Events are the unique element of any marketing plan, especially now that the show season is in full swing. If we focus on the agri-business community, we know it is one very big UK-wide family. We look, listen, mingle, share knowledge and discuss the issues.
Now that the extremes of the pandemic have eased, we can enjoy seeing colleagues, contacts, and our old friends in the flesh once again. No amount of video calls, podcasts or reading publications, adverts, or e-shots, can compete with age-old human face-to-face interaction.
It is all about that understated sense of community: the unsaid reassurance of seeing others as you see yourself, the quiet strength taken from being part of something bigger, and the unexpected boost in confidence to be open and inspired by new ideas and perspectives.
Other marketing channels have their own clear benefits therefore they complement; however, they cannot match that look in the eye; reading the body language; feeling the atmosphere among the crowd; the sights; the smells and hearing that chatter around you. It is a feast for all the senses, and it ignites the immense human spirit.
Many are understandably cautious, experiencing business doubt or social anxiety at the thought of returning to large events again, finding that reasons not to engage easily override the prospect of taking that step.
Dive in to interaction
But I invite businesspeople to challenge that thinking and ‘dive in’ to interaction at events again. You will benefit from the hugely uplifting experience on a personal level and your businesses will also thrive as a result. Events show how people and communities depend on each other to be able to stay in business and to grow, so, an integrated strategy really pays off.
For exhibitors, sponsors, and corporate hosts events deliver impact to campaigns, create memorable exposure, spark new trade relationships, underpin sales as well as give a chance to thank your loyal customers. For visitors they inspire, increase knowledge, and reassure. For us all they build community, business resilience and personal wellbeing.
Before You Start Planning Your Events Journey
Clearly define objectives and ask searching questions. There are many options to consider, including hosting your own bespoke event, a supply chain conference or training activity, on-farm demonstration, or exhibiting at an industry event. It’s important to match objectives with the events you decide to do.
An exhibition is very effective as the pivotal part of a campaign however it must to integrate with other marketing channels that come before and after. Creating a stand is therefore a key part of your comms plan and it should promote your message effectively and clearly, so that all eyes focus on your stand above any other, know where it is, and visit it!
Your events plan should complement your wider comms strategy. If you are doing a launch at a show, there will be other elements, such as a press briefing, issuing press releases, adverts, e-shots etc. It’s also key to look at what your overarching aim at the specific event is. Our event planning team can really help you to drive your strategy and make the most of what you are trying to do.
Events Planning – Jimmy’s Top Tips
Ensure you, or someone on your behalf has a positive relationship with the organiser, their marketing, and venue or operations teams. This will optimise your location, promotional opportunities, build and breakdown effectiveness. It also gets you heard if there are issues to resolve or ideas to discuss. Think of their marketing team as a partner – you have shared objectives and collaboration will add value.
Be ruthless around clarity of purpose, defining success, and who has responsibility for decision making. Seek ideas and be open but be prepared to say no in order to stay on-track. Prioritise internal communication to build positive awareness, set expectations and confirm roles.
Pragmatically consider how your message and its on-site implementation align with the mindset, needs and priorities of your target visitors at each specific event. Be very honest, if they don’t closely match then find innovative ways to increase relevance and connect.
Make sure your branding is consistent, your messaging is short and direct, and your delivery is creative and welcoming. Integrate with other channels before, during and after the event.
Constantly look for potential pitfalls in all aspects of your plan, address them and make a record so the learning lasts.
Be compliant and manage risk, ensure you fully consider health and wellbeing, safety, CDM, and GDPR.
An exhibition or event project can be great fun and a real buzz, however at times also brings significant challenges, so reach out for support or partnership that will compliment your own team.
Remember that face-to-face event activity is unique; done well it creates impact, demonstrates creativity and innovation, and is memorable. At its heart it is about people and community.
