Events are an incredible opportunity to connect with your audience, showcase your brand, and achieve key business goals. But to make the most of them, preparation and execution are everything. Here are some expert tips from Jimmy to ensure your events stand out and deliver results.
- Build relationships with the organisers
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.
- Define what success looks like
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 to stay on-track. Don’t forget clear internal communication to build positive awareness, set expectations and confirm roles.
- Distil and fine-tune your messaging
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.
- Plan for the worst
Constantly look for potential pitfalls in all aspects of your plan, address them and make a record so the learning lasts.
- Manage risk
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.
