Taking the show on the road can be a challenge, but with these simple tips you can master the art of out of town events – we’ll have you hitting the road less travelled in no time.

As PR professionals we all know that delivering a stellar client event is just the tip of the iceberg. The superhuman levels of multitasking and organisation, caffeine-fuelled mornings, long drives, not to mention the pristine theming and catering to be arranged from afar plus getting the right mix of attendees… the list goes on. What seems pitch perfect on your favourite influencer’s ‘gram is the “pot of gold at the end of the rainbow” – hard work pays off and there are plenty of reasons why events outside of the big smoke should be a consideration for your next launch.

Here are a few of our top reasonings (and learnings) for taking events on the road.

1. Why have events on the road

But firstly, why have an event at all? In an effort to increase brand awareness and product knowledge, events are an awesome way to spread the word in an in-person, interactive format where guests have the opportunity to table a connection with a brand, and by taking it on the road, you can reach those you may not have been able to otherwise.

Auckland takes the cut for brand happenings, but by taking your event outside the 1021 the opportunity to connect with your wider audience is heightened. When paired with a strategic PR plan, targeted influencer partnerships and an epic host, you can achieve true nationwide spread for your new product.

From recent activity in Christchurch and Mount Maunganui, we learnt that attendees were buzzing about having a beauty event touchdown on their turf having missed out on many opportunities given the travel required for Auckland-centric events. As a result, audiences were more engaged in the content being turned out, plus it gave us the opportunity to catch up in person with many we typically only see on our screens.

Leaving the Auckland comfort zone doubled the returns – the client saw better results as the attendees truly sung for their supper, delivering above and beyond in terms of our expected outputs.

2. Support local

When planning an event out of town you’re putting a lot of trust into the pictures from suppliers…and hoping not to be catfished like the Tinder date you had last month. So when you find a good supplier; nurture them. Your suppliers are your eyes and ears on the ground and can often help make recommendations for likeminded businesses that will help make your event a great success.

Things like finding a venue that does catering, a prop hire company that has all the furnishing elements that you’ll need, a printing company that can manage all creative elements, etc. saves time, money and headaches. A top tip is to support local – all the suppliers we worked with were excited to be on board so they went above and beyond and delivered some incredible work!

3. Make a list (and check it thrice)

Ultimately, you need to be organised down to the finest detail, because being on the road means no nipping to the office when you forget the simplest of things. Pack a carry-on sized version of your production kit and always have spare samples and media materials, plus all the essentials to divert a pack-in hiccup - think of everything from WaterWipes for spillages on tablecloths to cable ties for hanging signs - more is more in the game of events! A huge help was sending most things you need down to the venue in the weeks leading up – all whilst ensuring smooth delivery timeframes and making the pack-in a little easier.

4. Stick to your schedule

Your run sheet is your bible. Print out everything you could possibly need from supplier lists to invite lists and always have them with you. Sticking to a tight (realistic) schedule is super important to make everything run smoothly on the day and ensure there is enough time to do all the admin like drop off the hire car or returns. Top tip: staying close by and map out your journey ahead of touch down to maximise your time on the ground.

5. Make the most of it

To ratchet up, think about who you are meeting – never had much luck pitching a news story to a regional paper, or been chasing down some contact details for a while? Now’s your time to tick those tasks off the list and create lasting impressions and hopefully a pen pal/new media friend!

6. Self care

Last but not least events out of town often mean long drives, late nights and early starts. Bring a good attitude, make it fun – oh and bring a lot of snacks because you are going to need them!