10 Steps towards a successful brand experience event –case study for a large tractor manufacturer

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  1. Develop Event Goal and Objectives
  1. Organize a Team
  • venue management;
  • speakers;
  • entertainment;
  • publicity;
  • sponsors;
  • volunteers
  1. Set a Date

The date might already be pre-set for a reoccurring event, but if this is a new event, be sure to consider the following before firming up your date:

  • Give yourself enough time! Ideally, you should have 4-6 months to plan
  1. Brand Your Event

If you want your event to stand out, you need to choose a timely and compelling theme that sets you apart from your competition. This means that you need to come up with a dynamic overall theme and you need to take great care with the actual name – since it can be a key attention-getter, especially in online media.

  • Brainstorm names:
    • how is your event different from other events in your sector?
    • what are you hoping to convey through this event?
  • Create a Tagline:
  • Design a Logo:
  1. Create a Master Plan:

This plan should encompass all aspects of the event, including:

  • Venue, logistics & catering management (contracts, permits, insurance, etc.)
  • Speakers/presenters (identifying, confirming, logistics & management)
  • Activities/entertainment
  • Publicity/promotion (online & off-line, e.g.,: web page & online promotion; events calendars; printed programs; media relations; signage; social media, etc.)
  • Registration (online sign-up, payment and tracking; on-site sign-in, etc.)
  • Sponsor/partner management
  • Volunteer management
  1. Determine Administrative Processes

In other words, how are you going to keep track of your planning, registration, budget, guest and speakers lists, etc.?

  1. Identify and Establish Partnerships & Sponsors

Are there organizations that you could partner with or call on for sponsorships to defray the costs and increase potential participation?  When you involve other people or groups in your event, they have a stake in helping spread the word and making the event a success.

  1. Create a Publicity Plan

Even with the most amazing speaker or entertainment line-up, you need publicity to get people in the door.  Event promotion starts with the initial notice or page on your website, note in your newsletter or email to save the date, and then builds to include online and off-line publicity, media relations and on-going outreach to encourage registration. And no plan is complete without the post-event thank-you’s, sponsor acknowledgements and articles about the event’s key messages or fundraising success.

  1. Establish a Budget

Your budget should incorporate estimates for all of the key items identified on your Event Master Plan. Don’t forget to include any travel or accommodation costs for speakers, presenters, etc.

  1. Determine Evaluation Process

How will you determine if your event is a success?

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