PR AGENCY DIARIES: A BEGINNERS’ GUIDE TO EVENTS
Yes, they’re time sucks. Yes, they can be costly. Yes, they need a bar tab – those journos especially will likely not turn up without one.
In the relentless pursuit of securing customers and coverage, the landscape of marketing is ever-changing.
Social media, influencer collaborations, traditional PR and digital campaigns dominate - but one stalwart strategy remains timeless – the art of hosting impactful events. And this is why.
Why events are worth the cash
Whether you’re gearing up for an exciting product launch, orchestrating a networking moment or hosting a thought-provoking conference - events are spaces where consumers (both current and potential) can soak in the vibe of a brand and get hands-on with new products.
And while yes, social media does provide a sneak peek into what a business is all about, it's real-life connections that truly amplify the experience.
Events build meaningful connections with media, influencers, stakeholders and customers that lasts well beyond the night ending and fosters loyalty.
They also enable brands to showcase their personality, values and ‘special sauce’, and provide an engaging platform for storytelling, allowing attendees to connect in a way that's hard to replicate online.
In a world drowning in digital noise, it's these genuine, memorable moments that cut through the clutter, leaving a lasting impact that makes the invitees more sticky to your next message.
Because despite journos calendars being chockablock with them, the truly great events are few and far between- especially with a tiny budget.
And the real price of putting on a killer show
From snagging the perfect venue and top tier catering to ACTUALLY good activations and goodie bags implemented by a team that know what works - the costs can stack up.
But it’s important to look at these aspects as more than just expenses – they’re a strategic investment. A well-executed event is a potential game-changer that can skyrocket brand awareness, cultivate customer loyalty and even give your sales a boost.
To get the most bang for your buck, it's all about planning with precision and unfortunately sweating the small stuff. What are your event goals? Who's your dream audience? And what's the overall brand message you're trying to convey? Divvy up that budget wisely, focusing on the elements that are most important to both making your event a triumph and also aligning with your business objectives.
How to get your money’s worth
Nailing an event’s return on investment goes beyond just dollars and sales. Think of it more as various layers of value – boosting brand visibility, securing positive media coverage, igniting social media conversations and snagging lead generation.
The trick is to start by setting clear, measurable objectives before the event - social media reach, # of posts or reels, press pieces, sales and signups (if relevant).
Then once the dust settles, work with your agency to dive into the data, untangle what worked and what didn't, and equip yourself with valuable insights for future events and strategies.
And what to do as well
Building events into your marketing strategy is like adding the missing piece to a puzzle. They shouldn't operate in isolation but instead seamlessly fit into the larger picture of your brand’s narrative.
Before diving into the specifics of planning, ensure your event aligns with your overarching campaign goals and messaging - and actually makes sense! A bang on event concept will make for a dynamic touchpoint within your marketing strategy, singing in harmony with the likes of social media, PR, digital advertising and ATL.
By orchestrating a seamless integration of all these elements, you not only enhance the immediate impact of the event but also broaden its influence.
If you don’t know where to start, we know a team that can provide the horsepower.
