Hosting an event can be very exciting but it can also be pretty daunting if you aren’t sure where to start. The venue and catering bit can be the easy part, but how do you really create something unique? For the next part of our GET CREATIVE series, we’re looking at how you can add some social shareability to your next event, making it the must-attend date of the year.
As we’ve moved into 2018, one important thing we’ve learned is that it couldn’t be more important to create experience-led content for your brand. There is a real hunger amongst audiences now, especially millennials, to be given something unique to experience and share.
From stunts such as ‘Jim’s Yard Party’ from Jim Beam at multiple festivals across the summer to get attendees to interact with the brand through games to Adidas’ launch of its new ‘Cold Blooded’ collection with an instore experience on Oxford Street, London, the stakes really are high.
With all of these events going on across the country, it can be even more of a challenge to convince media to attend your event and with the rise in popularity of bloggers and social media influencers to market brands, their time is increasingly more precious as well.
So how exactly do you a host an event for your brand or your client that’ll really have people desperate to be on that VIP list?
Luckily, you don’t have to have the budgets that Jim Beam and Adidas do. You can create something on a much smaller scale with just as much success.
Here is our guide to ensure that your next brand event is the talk of the town.
Before you start booking those venues or ordering that really awesome audio system, you need to have a full understanding of the objective of your event. Is it for brand awareness or to highlight a specific area of your business? Are you looking to raise money for a cause? Identify this early on and ensure that everyone is on the same page. For us, size isn’t always important – often an intimate event with just a handful of the right people (armed with their iphone and Instagram feed) is enough to get the word out in the right way.
Start to plan out what interactive elements you want for your event. You could have live competitions and games to win prizes, workshops such as jewellery making or an exclusive cocktail tasting experience. Live music is also a great addition and you could even ask attendees to contribute to a DJ playlist before the evening.
If you’re struggling to think of ideas, have a look at what other people are doing or ask your target attendees what they’d want. A simple survey could narrow down some key ideas so that you’re delivering exactly what will make those people want to come in the first place.
Goodie bags are an absolute must and it’s always a lovely idea to gift attendees with something unique that they can take home. It’s also a great way for them to remember the brand and the event, as well as providing a great tool for social sharing.
Go a little different with your décor and get creating something that’s ‘instagrammable’. Step and repeat boards, on-trend flower walls, pop-up vendors, branded areas and photobooths are all popular at the moment and can drive further conversations.
Above all it has to be authentic, visual and something you’d love to experience yourself. Whistles and bells mean nothing if everyone else has done the same – dare to be different.
After your event
So, you’ve hosted a brilliant event that’s created buzz on social but it doesn’t have to end there. Don’t be afraid to follow-up with your attendees to ask for their feedback and keep the momentum going on social media as long as possible.
If you’ve had a photographer there, make sure you share those photos with lifestyle publications so that those who couldn’t attend, will want to be at the next one.
At O we know how important it is to get your audience involved. So, whether you are launching a new product, opening a new venue/store or simply want to shout about your brand through an event, we can help!
From building a buzz in the run-up to the event through strategic PR and creative social media content, to media and blogger liaising and ensuring your guests have a great time, we can work with your team to put on an event to remember. Get in touch with us on firstname.lastname@example.org