News & Events
Events
Why are events a good way to communicate messages?
"Events bring you face-to-face with your customer and can often serve as qualifying tools in reaching decision-makers," says Jennifer Collins of The Event Planning Group. "Most often, the individuals that attend events are there by choice."
Events can actually be viewed as "edumarketing," she notes. Rather than just posting the brand, good events will give target audiences a reason to embrace the brand.
"Speak to the five senses in the development and delivery of an event," advises Collins. "Events are emotional experiences." By featuring elements that address each sense, guests will walk away not only having attended the event, but having been engaged in the process.
"Winning minds is good," she notes. "Winning hearts and minds is better. Events can do both."
PR Week Toolbox
May 2006
Photography
How do you shoot a display to catch an editor's attention?
"If you are photographing a trade-show display, it's critical that the photograph is professionally taken from select key angles," says Jennifer Collins of The Event Planning Group.
"It could be compiled in a similar fashion to that of a storyboard," she notes. "Each part will show its unique colors and features. Therefore, you want editors to feel as if they are standing at the display in full view of all elements."
Also consider incorporating a simulated image of a person or people into the display, Collins adds. "This shows the viewer 'to scale' how the traffic would flow and how people would fit into the overall structure," she says. "It articulates the character and provides more depth to the display."
Essentially, you want to tell a story about the display building the desire to learn more. "By carefully profiling the display's unique features, you'll whet the appetite before the in-person experience," explains Collins.
PR Week Toolbox
June 2006
Events
Other than a press conference, how can you maximize your client's message through the use of an event?
For every business sector, there is an appropriate event that can help spread client messages and generate brand visibility, says Jennifer Collins of The Event Planning Group.
"More companies now turn to event marketing as part of an integrated marketing strategy," she adds. "PR pros would be wise to consider more events in the proposal-development stage and to grow current business." These events could include conferences, workshops, lunch/dinner meetings, or trade shows, among other formats.
"The key is to define the overall purpose for the event that will speak to the client's strategic business objectives," says Collins. "This will shape the planning for the best format to reach the desired audiences."
PR Week Toolbox
March 2006