Holistic events: we’re not talking acupuncture and herbal tea, but how every aspect of an event, from the invitation through to the carriages, can be an opportunity to reinforce a brand’s message, ultimately making your investment work harder.
In a time of economic uncertainty there’s a need for businesses to amplify the impact of every penny spent. And when budgets are under scrutiny, events – by their very nature elaborate, ‘showy’, often deemed expensive – are frequently first in line for the budget cuts.
What if there was an approach to event management that will not only maximise the potential of a corporate event, but even better, could result in you spending less and achieving more? The key is taking a holistic view, where every element works hard to promote the company message and meet the event objectives.
Thinking holistically keeps things focused and the first step of the process is creating a clear set of achievable goals. Consider the measurable outcomes– covering the who, what, why, when and how of what you are trying to achieve. You also need to think about the essence of your brand – what is the one brand message you want attendees to take away with them?
Of course, there needs to be room for creativity and improvisation within an event, but setting goals means it’s channelled in line with the overall strategy.