The next time you’re organising the press conference, prize distribution ceremony for your contest or breakfast meeting, ask yourself this question: What would we do differently if you were charging admission? That kind of raises the stakes on attendees expectations and therefore your preparations.
Memorable even before you arrive
In a previous life when I was organising an event, I would always try for the invitation to be special and talkaboutable. Like when we actually printed authentic Stag labels with invy details and put them on a bottle as the invite. Or at McCanns, they once sent out a piece of red carpet. (get it?) There is no decree that corporate events have to be dull and boring. Their planning must start with the corporate or brand positioning and end with fresh tactical execution that unambiguously differentiates and fits.
Memorable and Talkaboutable at the Event
And what of the experience at the event? For example, I always have less chairs in the room for a press conference than I actually need. I want the place to look sold out not busted. (Of course, we can always get more chairs) I believe I was one of the first persons to put doubles in corporate events. Now we are all doubled out. We need to find the next big doubles idea.
Trinis never call to say if they are coming or not. Maybe texting and blackberry makes it easier. And once you get them there make the experience memorable even if its a mundane press conference. Just think of how many the media are asked to suffer through.
In planning your next event, use the words of Jerry Garcia as inspiration: “You don’t want to be considered just the best of the best. You want to be considered the only one who does what you do”.
