Event Launch Strategies

We discussed earlier how to build brands for the events that you plan. The idea there was to help you to turn the event into an entire experience for all of the people who participate in it - the audience, the attendees, the clients, the guests. The experience should be seamless right from the beginning, even before the event actually takes place. If ordering an iPhone is an event in your life, then the experience begins from the moment you go to their website to place an order, to how the package looks like when it arrives, to the promptness of their customer support staff. Similarly, for organized events, the experience begins from the moment people find out about it, all the way till after the launch. The smoother the flow is, from the start to the end, the more memorable the experience will be.

I recently got an invitation to a wedding with the most beautiful invite card that I’ve seen. Everything from the font, the graphics, to the feel of the card texture was wonderful. It also had a small personally addressed hand-written “looking forward to” note attached to it. Just the invite made me feel honored to be invited and excited about being a part of it. For me, the wedding’s first touch moment was perfect.

So the idea, is to turn your events into experiences that everyone would want to remember and feel special about. It also comes down to simple things, like making it simple for people to get back to you with regrets or RSVPs. Make it easy for them to find locations and venues. Give offers, discounts and giveaways. Also remember, that your event doesn’t just end at launch - the post-launch phase is just as important.

Simon U Ford (SUF.EDBD)

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