Events are a legitimate extension of a brand. They are an experiential and visual representation of
your business. So how do you make sure that you stage a quality event that delivers tangible results?
Firstly, let’s get things straight and shake off the outdated stereotype that the world of public
relations is all parties, Champagne and schmoozing. Events can be a very powerful tool in PR and
marketing campaigns and should be planned strategically with specific objectives.
Here are littleBIG’s six tips for event success:
1. Set your event objectives. Are you launching a new product or service? Opening a new restaurant?
Announcing a partnership? Or, celebrating the kick-off of a Festival or event series? Whatever your
‘news’ is, at the very beginning, set your sights on what you’d like the event to achieve, whether it’s
‘x’ volume of media coverage, ‘x’ increase in ticket sales, or ‘x’ increase in social media engagement,
2. Plan, plan, plan. Plan well in advance. It seems simple really, but the more time you allow to
research the event concept, the more options you’ll have to secure a perfect venue and partner with
like-minded suppliers. If you’re hosting media at the event, be prepared to send invitations between
four and six weeks out.
3. Get the right people there. It’s all very well having a venue or activation that looks the part, but if the
right people aren’t there then the outcomes could be lost. Research your target media list
thoroughly, or if it’s a public event, make sure you know the audience profile you’d like to attend.
4. Make it memorable. Make sure the personality and the qualities of your business shine from the
moment people walk through the door. From the venue and choice of entertainment, to the food,
drinks and styling, choose elements that complement your brand and contribute to the story you’re
trying to share.
5. Capture content. Events can produce extremely valuable content that can be amplified through your
social channels in both real-time and post-event. Broadcast event highlights via socials, book a
photographer to capture the event, and if budget allows, a videographer. Create a bold entrance or
backdrop (and not just a branded media wall) that guests simply won’t be able to resist for a quick
6. Track the outcomes. After the relief of running a successful event, don’t forget to review the results.
Who actually attended on the day? What media coverage was a direct result of the event? Did you
attract more social media followers/engagement? And how did it impact your business? e.g. Did you
experience an increase in sales or enquiries?
Images below from the Moments Condoms launch at The Dolphin Hotel in Surry Hills, Sydney