If Bread Can Go Stale, So Can Events

By Heather Keenan, President

 Ever wonder why once successful annual events lose their luster? Attendance starts to fall off, executives have to be reminded to come, and staff is no longer excited about choosing the location, the menu, or the entertainment: the party’s over before it started. 

Special events are an irreplaceable tool for face-to-face marketing opportunities. That’s why — especially with today’s thoughtful budgets — we advise our clients to carefully reevaluate the goals for each of their events. Here are two areas where simple yet cost-efficient ideas can keep your event topical, fun and, most of all, effective.

Networking is the single most important element to any business event. It may seem self-evident, but successful networking means guests must be able to speak to and hear each other. Provide opportunities conducive to conversation and ensure the flow encourages interactions with more than just a few individuals. At Key Events we work with you to profile your guests and design in that little push people often need to start talking to each other. It can be unusual entertainment, unexpected food presentation, or silly toys left on the cocktail tables. For example, recently we gave away shot glasses on a necklace. Although not everyone used them — everyone talked about them. Not only were they the hit of the party, they were the hit of the entire conference.

Brand Recognition.

Again it may seem self-evident, but guests must immediately know who sponsors the event. If budgets no longer allow you to give away branded iPads, use saturated LED lights around the room in your corporate colors. Use social media to entice and remind guests who is hosting the event. Any talent in the company? Have your Susan Boyle be the highlight and belt out the national anthem. We had one client in a conservative industry pick a hot pink from their multicolored logo and use it for lighting, linens, and specialty branded cocktails. Very strong, very effective — brand recognition achieved.

Going forward, we believe that companies will be smarter and look to get the most out of every business opportunity. At Key Events we know bigger budgets don’t necessarily translate to better marketing — the goal is to create memories and build relationships. Withover 20 years of experience, we help clients produce innovative and effective marketing programs year after year: give us a call.

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