Event organisation is one of the most important aspects of the communications and public relations world. Large and small brands alike rely on events to attract the attention of the media. But, one key question must be asked. Are they worthwhile? Are they even necessary? The answer is ‘it depends.’ Planning an event without a clear plan is a guaranteed way to waste your limited communications budget. Communications experts need to keep a number of things in mind when organising an event, most notably the ultimate goal and the type of event they want it to be. There’s no point in putting on a spectacular event just for the sake of doing so. If you don’t catch the eye of the key media that can help you to connect with your target audience, the event will ultimately be of little or no significance.
Various options are open to you when you plan an event, including roadshows, anniversary celebrations, open days and celebrity events. Which type of event you ultimately choose must always be determined by the objective and the type of press you want to invite. Low-cost events, which require very little investment and which can as a result ensure a good return, should also be considered but they have to be original or else they can become distinctly low quality affairs.
The key to ensuring a successful event for a brand lies in both its uniqueness and in its ROI. A professional and efficient production department is therefore essential. Find the best and, if possible, the most unique location, design creative invitations and take every last detail into account. All of these things are crucial to the success of an event. But what can we use to measure success once it’s all over? A high ROI is without doubt the clearest and most important way of showing our client that the investment was worth it. Even if an idea is creative, innovative and original, it will be forgotten and count for nothing if the ROI is low.