“A great event, different from the usual!”
“Event was well thought through and executed. I’m all for interactive events to engage the audience. Just a wine and cheese thing can become quite repetitive.”
“Definitely an enjoyable and insightful evening. I will definitely use the access info you have given me and spread the word.”
“I was also impressed that the more senior people in the room were more than happy to chat with me and you guys were happy to let them, which doesn’t always happen!”
Positive Marketing spent three months planning a rather special event for one of our much-beloved clients. On what for most will have been for many just another rather uneventful Tuesday – together we pulled off an ambitious live launch of a new product surfing one of the hottest new trends in enterprise applications; Gamification.
Product launches like this involve time, money and energy spent on the details to create something which can redefine a company’s future brand awareness. Get it right and client and media walk away feeling like they gained valuable learnings. Get it wrong and in a world of instant communication your shot at leadership is set back considerably.
Positive Marketing loves providing excellent client service and this often involves experiencing the same sleepless and afterwards the relief and excitement as we wave off the final guest from a successful launch event. So, in today’s environment- where on the night a 50% dropout rate is not unusual, what are the secrets to success?!
1. Minimal PowerPoint – Sounds simple but it is amazing how many companies still feel compelled to build that 30 page slide deck. Leave it. Your company is not two dimensional so don’t treat it as such. Microsoft code may have its place in your corporate board meeting but for the press it’s as popular as a stop smoking campaign in Mad Men.
2. Interactive – Let the audience ‘drive’ – How is your offering different from all the others? Journalist are invited to countless events, what can they experience at yours? Rather than telling your guests how to feel about it, let them make up their own minds with a product launch which lets them touch feel and play with your product. After all, the school teachers whose lessons engaged us hit home harder. So take a risk – everyone likes a trier.
3. The way to an influencer’s heart may be through their belly – Good food and wine are to be expected, but truly great catering could be your best differentiator. Why not theme your event from invite to venue to food? It may win you comments like this (from our event) “The sushi was kickin rad, as they say in the 1990s )”
4. Access All Areas – Rarely are journalists given access to everything and everyone, instead they are ushered from one sterile meeting to another having perfectly briefed spokespeople giving them a well scripted, news-free, company line. Having customers and senior spokespeople with the ability to have honest and frank debates is a winner for journalists.
5. Remember The 6 Ps (Perfect Preparation Prevents P*ss Poor Performance) – Yes the inevitable will happen so expect it. People get sick, flat viewings will coincide with your event (despite being in the diary for 2 months) and ‘dogs will eat homework’. So follow a simple ‘50% drop out’ rule and plan accordingly. Err on the side of caution and prepare for all eventualities, if you want to get results like this.
Hope you can forgive us blowing our own trumpet just this once. But the serious point is that events success is tougher than ever – there are more reasons than ever to say No. We would be very interested in your Best Practices around media events, get in touch, we have lots more hints and tips we can share one-on-one.