Making Events Happen 27.1.11


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Events should be part of every company\'s Communications Strategy. The Passionate PA can help you understand the purpose of running a business events, the 10 categories an event can fall under and most importantly how to write a great Event Strategy. This presentation demonstrates the steps within the Planning Process too.

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Making Events Happen 27.1.11

  1. 1. Making Events Happenwith Kate ChasteyThursday 27thJanuary 2011<br />PR Marketing Events Organisation Concierge Administration<br />
  2. 2. Kate Chastey<br />2/11<br />
  3. 3. What sort of events do you attend?<br />Company Launches Seminars Conferences Company Birthday Parties NetworkingRoad Shows Festivals Team Social Team Building <br />One-to-Ones Client Pitches & Performance Reviews Private Dinners Press Launches Competitions Conventions Educational Events Christmas Parties Client Hospitality Days<br />Internal Meetings Product Launches <br />3/11<br />
  4. 4. What is the purpose of Events?<br />“a thing that happens or takes place, especially one of importance”<br /> “a planned public or social occasion”Oxford English Dictionary<br />“Events... are opportunities for you to talk with buyers... Events offer time and common experiences – two key ways to develop relationships with people you want to get to know.”<br /> Ford Harding, Cross Selling Success<br />4/11<br />
  5. 5. Events Categories<br />INTRODUCTIONS: An opportunity to tell a potential client, a new market or THE WORLD about a new company, employee, product, offer etc. Company & Product Launches, Networking, Road Shows, One-to-Ones, Competitions<br />FACT FINDING: An opportunity to learn about a person’s/company’s issues and needs, a place to further develop a relationship and potentially identify signals for sales conversations. Networking, One-to-Ones, Press Launches, Competitions, Client Hospitality Days<br />UPDATE & REVIEW: An opportunity to inform clients, suppliers and associates about recent work, developments within the company and so on. Also a great time for feedback and making future plans.Conferences, Networking, Road Shows, Internal Meetings, One-to-Ones, Private Dinners<br />PLANNING & IDEA GENERATION: An opportunity to discuss the strategy, plans for the future, ideas for development or simply decide on a group’s course of action.Seminars, Conferences, Internal Meetings, Team Building, One-to-Ones <br />5/11<br />
  6. 6. Events Categories continued<br />MOTIVATION: An opportunity to increase participation – from employees, staff, associates etc. Often a chance for people to feel involved with a brand, company or person. These events create advocates or company supporters. Conferences, Road Shows, Internal Meetings, Team Building, One-to-Ones, Client Hospitality Days<br />NEGOTIATION: An opportunity to formally or even informally to discuss time, strategy, course of action, responsibilities etc, but mostly money. Internal Meetings, One-to-Ones, Client Pitches & Performance Reviews, Private Dinners<br />EDUCATION & PROFESSIONAL: An opportunity to share knowledge, experience and best practice. A meeting of peers, often to stay abreast of the current issues of importance within an industry, profession or network. Seminars, Conferences, Networking, Internal Meetings, One-to-Ones, <br />SOCIAL: A gathering to simply have fun or make a social contribution. These events are also great chances to enhance relationships on a personal level and are sometimes driven by a simple desire to say ‘thank you’. Company Birthday Parties, Networking, Team Building, One-to-Ones, Christmas Parties<br />6/11<br />
  7. 7. Events Categories continued<br />LEAD GENERATION: An opportunity to suss out who’s interested, identify what they need (sometimes before they do), and determine a course of action to secure the sale. Networking, Seminars, Conferences, Product Launches, Road Shows, Festivals, Competitions,<br />SALES: Simply, the opportunities to advance or complete a sale.Conferences, Road Shows, One-to-Ones, Festivals, Competitions<br />7/11<br />
  8. 8. Event Strategy<br />What is the desired outcome?<br />Who is the desired audience?<br />Why will people be motivated to attend?<br />Where do you want the event to be? <br />When do you want your event to take place?<br />How are you going to make your event happen?<br />8/11<br />
  9. 9. The Planning Process<br />The Budget<br />The Strategy<br />The Timeline<br />The Research<br />The Attendees<br />The Event Profile<br />The Sponsorship<br />The Venue<br />The Agenda<br />The Event Execution<br />The Marketing Material<br />The Event Set Up<br />9/11<br />
  10. 10. Summary<br /> Events are a vital part of any company’s Communication Plan. <br />They should be strategic, interactive, well planned and representative of the company. <br />Events are a fantastic means of allowing you to speak directly with your audience, reinforcing your key messages and giving you both the common ground for relationship development. <br />We’ve looked at defining the purpose of an event, detailed the content of a good strategy and finally explored the planning process. <br />10/11<br />
  11. 11. Questions?<br />Making Events Happen with Kate Chastey<br />PR  Marketing  Events Organisation Concierge Administration<br />