Why are events important to my brand?
Depending on your brand and the type of products or services you offer, events can be incredibly important to your brand. They are your opportunity to immerse your stakeholders in your brand and bring your brand equity to life and more importantly enhance it. If you are hosting an event for stakeholders it is very important that your event represents your brand values.
When you start to plan the event, consider carefully the purpose of the event. Is the purpose to launch a new product to journalists? Or is it to thank your stakeholders for a successful year? It is possible to get caught up in the intricacies of an event and forget the purpose of it.
Consider who is managing the event and who is going to host the event? Not every business owner has the natural gravitas or confidence to host their own event. That is absolutely okay. Just be mindful of where you need help and secure it. It is often not possible to host an event and manage the event effectively. You do not want to be looking for sparkling water or worrying about if you have enough gluten free catering options when you should be making meaningful connections with your guests.
If you are hosting a media event you need to carefully consider what your desired outcomes would be. If you would like the media to create content about your event, product or brand, think about how you are going to engage them and provide them with engaging content that reflects your brand messaging. Consider which media are a priority for your brand or business, do they need any extra content or exclusive opportunities.
On occasion, you may be asked to exhibit, showcase your brand or product or sponsor another organisations event. Before you agree it is important that you consider if the organisation hosting the event will have a positive or negative effect on your brand equity. By associating the two brands will there be a halo effect on your brand? Do the two brands have similar stakeholders? What would be the purpose of my brand participating in this event? Will the event be managed and hosted to at least the same standard that I would host my own stakeholders? If you can clearly see the benefit of participating in the event then plan to participate in the event if you struggle to see the benefits ask yourself does this have any potential to be detrimental to my brand or brand equity.
Key considerations for events:
- Will this event contribute positively to my brand equity?
- What is the purpose of this event?
- How will I achieve this purpose?
- What resources do I need for this event?
- Who will manage this event?
- Who will host this event?
- How will I measure the success of this event?
- Have I planned to utilise every opportunity at this event?
- Could there be any potential issues at this event? If so, how will I prepare for them
One of my all time favourite PR events I have been involved in the management of was the Kenzo Poppy Field in Covent Garden Piazza, London. The purpose of the event was to create a surprising and positive surprise for the public. The event shows the public the core brand messages that the poppy is resilient, it grows anywhere including urban locations. A media reception was held for the opening of the poppy field and journalists were given Flower by Kenzo scented poppy bracelets to take with them. The poppy field created wonder, delight and surprise. It provided a great opportunity for existing and potential customers to try the Flower by Kenzo fragrance. This activity was replicated at many key cities around the globe, distributing 15 million scented poppies and enhancing the brand equity of Flower by Kenzo.