Effective Event Planning

By Joe Haddad

In today’s busy world, generating interest and participation in events is becoming more challenging than ever. Meaningful, high-impact messages are critical for gaining attention in a continuously more competitive marketplace. Perhaps the solution is not in working twice as hard, but in working twice as smart.

 

Whether your goal is increasing member participation or securing sponsorships, effective communication and promotion is essential. This applies to business functions such as conferences, conventions and annual meetings, as well as not-for-profit events. Following these guidelines can help make your next event a success.

 

Establish Goals and Objectives.

While fundraising is the purpose of many events, consider the other goals of your organization.

•     What type of audience is most likely to convert into long-term supporters?

•     What perceptions are you trying to create for your organization?

•    What messages are most likely to motivate supporters?

•     How can you differentiate your organization from your competition?

 

Develop a Strong Theme.

A strong, single message is much easier for your audience to identify with and remember.  This theme should be timely and relate to the goals of your organization. Your theme should be carried throughout all promotional and print communication materials.

 

Convey a Consistent Message.

All print communications, including posters, save-the-date cards, invitations, flyers and publicity materials, should incorporate the event theme and carry a strong, consistent message.  Each piece should reinforce the other to build interest in your event. Changing these elements may cause confusion and reduce impact. Make sure the same look and messages are maintained throughout your event in printed programs, banners, signage, nametags and other items. Carefully choose promotional products that bear the organization's logo or special event theme.

 

Reinforce Your Mission.

While your main focus is attracting people to your event, realize this is also a great opportunity to increase understanding of your organization’s mission and benefit to the community, as well as attract volunteers. Convey this through visual displays, acknowledgements, milestones and other messages to strengthen audience commitment and support.    

 

Events are a significant means of generating funds and increasing visibility. Given the substantial time and resources required, event planners must adopt an aggressive marketing approach that establishes a clear identity. Creating a lasting impression on patrons has never been more essential.

 

In all cases, consult with a graphic designer and printer early in the event planning process. They can help you assess your print communication and promotional needs and offer ideas for maximizing impact while reducing cost.

 This article first appeared in BIZ X MAGAZINE, Serving the Businesses and People of Windsor & Metro Detroit.