One of the biggest mistakes companies make when times get tough is to cut everything to the bone, including the promotional budget. Admittedly, it’s good business practice to keep an eagle eye on finances, and to reduce costs and wastage wherever possible from time to time. But retreating into a corporate cocoon is not the answer.

If your company has long held an annual conference, is known for its product launches, or appears regularly at trade shows and meetings, don’t be conspicuous by your absence. Nothing gets business gossip going more than a prominent company suddenly leaving the corporate stage. If your company usually hosts an event or participates in one, keep the routine going.

There are many ways to maintain your image and standing in your particular business sector without breaking the bank.

Your company’s image and reputation may depend on it!

How to Make Your Event Work for You!

Develop A Strategy

Make sure the purpose for this special event is important enough to merit the time and expense needed to stage, publicize and evaluate the event properly.

Match Event

Carefully match the type of event selected to the purpose it is to serve. For example, do you want to appeal to new users or thank your existing supporters?

Target

Target those groups that have a specific stake in your event.

Planning

Start planning at least three months, and in many cases, a year ahead of time.

Checklist

Make a checklist, keep to it and refer to it often. A checklist provides a step-by-step guide to organizing and executing an event.

Budget

Create a detailed budget that includes revenues as well as expenses.

Logistics

Consider the logistics. With many activities going on simultaneously, there are many details to be checked. These include size of space, setup, parking, signage, co-ordination, clean-up, transportation, and public services, to name a few.

Publicity Campaign

Plan your publicity campaign – before, during and after. Contact the relevant media and work closely with them. Plan and budget for any ads, mailings and promos, and remember to plan well in advance.

Evaluate

Take the time to evaluate immediately after the event while details are still fresh in everyone’s mind. Attendance, number of new customers, total sales or new business written are all significant factors in determining an event’s success or otherwise.

Published by Lenmark Communications Ltd.
2600 John Street, Unit 207, Markham, ON L3R 3W3 T: 905.475.5222 F: 905.475.6369