Organizing a successful
event with a well-known brand
Organizing an event is an excellent way to reach your target audience.
Despite a large amount of content available online, the face-to-face meeting
still works as a good channel for relating to people.
This is why many companies want to create offline actions for their
customers and potential students. It turns out that a lot of people have no
idea of the job of developing this type of event. There are months of great
dedication to attention to details, to ensure that all actions go as planned
and the event fulfills its objective. The idea of this text is to pass you
step by step teaching you how to create a successful event. Check it out and
good job on the execution!
Regardless of the industry or the size of your business, there will
always be good opportunities to organize business events that bring positive
results. The reasons can be diverse, such as:
· Training for employees;
Training for employees;
Meeting of branch
managers;
Launch of new products
or services;
Celebration of the
company's anniversary;
Achievement of goals
An important part of
the success of a corporate event is to keep in mind that it is an effective
strategy to increase employee engagement, strengthen relationships between
suppliers and between the team itself, help promote your brand, and much more. That
is, your event should be seen as an investment and not just another expense for
the company. And when everyone involved in organizing the event understands the
importance of this strategy for the business, it becomes much simpler to organize
it towards success.
How to organize an event
That done, let's
detail everything you need to do to create a successful event:
1 - Define your goals
Why do you have an
event project? What do you intend to gain by having such an
encounter? The first step in making a congress, online course or any type
of motivational lecture is to define the objectives of doing such an action.
The reasons can be
varied: making money, getting closer to your target audience, launching a
product, increasing your company's brand awareness. Having this clear
helps you to guide all the actions that will be carried out over the next
months or weeks of organizing the event.
2 - Define the target audience
Who is the audience
that will consume your event? Each type of customer needs to have a
different production format. A corporate event, for example, may need to
be more formal than a beauty workshop, or an online course for young people and
so on.
It is only by knowing
deeply who your customers are, their tastes and fads that you will be able
to create something successful. To define your target audience, use persona
creation tools. They help you organize information such as age,
monthly income, consumption habits, etc.
3 - Define those responsible for activities
Will you have a team
assisting you? If so, already define what each of them will do over the
next few months. Try to create a weekly calendar for everyone to share
their work progress.
Closer to the date of
the event, these conversations will have to happen frequently, usually daily.
4 - Delimit a Budget
How much money are
you willing to spend over the next few months? Is your idea to raise
sponsorship for this event, or do you intend to profit from registration only?
With your objectives
and target audience defined, it's time to dedicate yourself to an extremely
important part of the event's organization: the definition of
budget. Knowing who is going to participate in the event is essential, as
this makes it easier to know what this meeting should offer in terms of
structure, speakers, etc. Keep in mind that all of this costs money and
each expense needs to be entered in a cost spreadsheet.
5 - Think about the event branding
An event is also a
brand. Therefore, you must dedicate yourself to creating the branding and
positioning for this meeting. What will the name of this activity
be? Will it have a brand, or will you use the visual identity of your
company/school? What is the communication style that most relates to
your target audience? What are the events similar to what you intend to
organize and how to differentiate your communication from theirs?
The ideal is that
during this process you have the support of a designer. This professional
will help you not only create your brand and carry out branding but
also develop digital pieces, invitations, flyers, etc. that should be part
of your event.
6 - Choose the place and date
The next step is to
choose the location and date for this meeting. Before simply choosing a
day on the calendar, answer the following questions:
- Is there a holiday near your planned date?
Some people amend the
holidays. If your event falls between these dates, the chance of the
audience letting go is great. In addition, close to dates like Carnival or
Christmas people spend a lot of money and are not always willing to pay for
registration for events.
- Are any other companies/schools already holding a large event in your city on the same day?
Some concerts, soccer
game endings, or a lecture by competitors may cause a drop in participation in
your event. Be careful with that.
- Is the season chosen for the event rainy?
If the event is
outdoors, rain can be a problem. The same goes for free events, which have
a greater drop in participation on rainy days. Take all of this into
account before scheduling the final date!
- Will your participant be free at the time you plan to start
the event?
If your idea is to
reach the university audience, you will not get the desired participation if
the meeting is during class time, for example.
- Is the traffic in your city chaotic?
If the answer is yes,
choose to start at a time when people will not be late to get to your event.
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