A day in London for a Wimborne girl
The day at the CONFEX exhibition (http://www.international-confex.com/) at the end of February was quite a shock for a Wimborne girl! It was a huge hive of activity, ideas and experience. The exhibition was all about creatively engaging with clients/prospective clients. That was the crux of it – creative engagement.
We are bombarded by so many messages each day, most of which are blotted out by our tired brains or just ignored. That is why it is so important to forge meaningful connections, relevant to the target and encouraging participation. The flexibility to respond when you sense that the market is moving in a different way is essential, instead of bobbing along with the flotsam.
A very interesting speaker, Phil Crowther, explained that events (be it a concert, a public show or a party), which are high risk, were also high opportunity. Why? Because they creatively engaged with the target audience, encouraged participation and were voluntary. That does not mean there is no strategic direction, on the contrary it is as structured as all the other marketing routes. A good event is designed with objectives and evaluation in mind, however, that is often where the problems arise.
An event needs to be integrated into an existing marketing and branding strategy, not isolated, but included in the strategic direction. When that is successfully accomplished the risk is reduced, without reducing the opportunity.
Read MoreHow to exhibit, some practical advice
Most marketing initiatives are involved in sending out messages to try and reach potential customers. Exhibitions are the only medium that brings qualified buyers straight to you for face-to-face interactions – bringing the mountain to Mohammed, as they say. Exhibitions are unique and powerful – they let you demonstrate products, answer questions, overcome objections and build relationships with customers and prospects.
Read MoreSuccessfully Organising Events – Conferences, Exhibitions, Parties & Corporate Hospitality
Planning and organising events can be a headache and take up a lot of your valuable time. If you are taking on event organisation, here are some tips that RT Media have developed to help ensure you get the most out of it.
Planning Objectives
Well in advance of the event assess your event objectives. What do you want to achieve? Who is your target audience? What should your audience leave with? (key understanding or messages).
Budget
Most people have Ferrari ideals, but only want to commit Mini money to their event. Be realistic as to how much you can allocate to the event and what you would expect for your budget. Prioritise items and requirements, which will help you when you need to make decisions.
