After discovering these facts, you will neither underestimate nor treat your events with kid gloves, no matter how small or insignificant you think they may be.
Events are frequently minimized by organizations as being nothing more than gatherings of shareholders, stakeholders, and/or sales executives. Consequently, this may have led to a scaling down of the impact of their event on guests, thereby watering down the main objectives.
Events are a part of every organization; they essentially represent the organization’s guiding principles, directives, and areas of interest. “Show me an event, and I’ll tell you who you are.” Organizations that regularly interact with the public or use events as a marketing tool want to be perceived in a particular way and have a particular reputation in the public.
No event, no matter how small, is undervalued by us because of our extensive experience in event management and planning. This is due to the fact that every event is a network connecting one or more bridges, as we have discovered. These bridges might become necessary tomorrow, but what matters is that you are already a part of the web of things, which means you might never be cleared and are therefore always relevant. Give every event your all; handle it as if the success of your company depends on it.
You are never a lone ranger, if no other person is watching you, your competitors are watching you and studying your game, however, It’s your best choice to remain active, oozing the best that your industry has to offer. Your weaknesses are a strong point to your competitors, and your strengths are what they will try to beat.
The objectives of your events must reflect you as the best option in your industry. It should wear relevant aesthetics that suggest corresponding meanings. Colours, themes, logos, and event sequences must all represent who you are. These are image-forming properties of the event.
They last longer in the subconscious of your guests than the venues, the food, or even the invited celebrities. According to a biologist named John Medina in one of his works ‘Brain Rules, people are likely to remember only 10% of the information they hear but “if a relevant image is paired with that same information, people retain 65% of the information 3 days later”.
Use your event to tell a compelling story about your brand and what it represents, it’s enough of a springboard to make your guests believe that you are the best. Much more important is that you can keep that promise, which is your brand. Ensure that there is coherence in all the graphic design, aesthetics, and all collaterals. Colours have been known to affect how people feel about a particular figure. Make sure it aligns with the objectives of the event and then the brand.
Another aspect you should really consider is digital inclusion. Events have now gone digital, in other words, any event without a digital inclusion may just be a plan to fail. People are thinking and living digitally, and their lives are now on the go. To be on the same page with your audience, think digitally and find ways of transferring or exchanging information with them in a manner they will understand using digital tools and channels.
Establish your brand in the digital space so that you can be visible when searched for or on demand digitally. Get your brand’s presence on those social media platforms that are relevant to your industry and successfully build a community that you will constantly engage with, and that may stand by you when you need them. Take advantage of live streaming for the events to be viewed by others in a different location or by those who are not opportune to be at the event location.
In conclusion, set up a feedback mechanism to filter in comments from your community, let them tell you what your brand means to them, how they want to be served better, and what they think you are not doing well. All of these are meant to place your brand in a positive light, making them feel that you respect their views and comments.
Written by
Mfonabasi Barry