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.

1. Making Events Happenwith Kate ChasteyThursday 27thJanuary 2011 PR Marketing Events Organisation Concierge Administration

2. Kate Chastey 2/11

3. What sort of events do you attend? Company Launches Seminars Conferences Company Birthday Parties NetworkingRoad Shows Festivals Team Social Team Building One-to-Ones Client Pitches & Performance Reviews Private Dinners Press Launches Competitions Conventions Educational Events Christmas Parties Client Hospitality Days Internal Meetings Product Launches 3/11

4. What is the purpose of Events? “a thing that happens or takes place, especially one of importance” “a planned public or social occasion”Oxford English Dictionary “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.” Ford Harding, Cross Selling Success 4/11

5. Events Categories 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 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 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 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 5/11

6. Events Categories continued 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 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 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, 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 6/11

7. Events Categories continued 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, SALES: Simply, the opportunities to advance or complete a sale.Conferences, Road Shows, One-to-Ones, Festivals, Competitions 7/11

8. Event Strategy What is the desired outcome? Who is the desired audience? Why will people be motivated to attend? Where do you want the event to be? When do you want your event to take place? How are you going to make your event happen? 8/11

9. The Planning Process The Budget The Strategy The Timeline The Research The Attendees The Event Profile The Sponsorship The Venue The Agenda The Event Execution The Marketing Material The Event Set Up 9/11

10. Summary Events are a vital part of any company’s Communication Plan. They should be strategic, interactive, well planned and representative of the company. 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. We’ve looked at defining the purpose of an event, detailed the content of a good strategy and finally explored the planning process. 10/11

11. Questions? Making Events Happen with Kate Chastey PR  Marketing  Events Organisation Concierge Administration