Effectively communicating messages is – more often that not – a top priority for anyone who has organised an event. Pushing out key brand messages is the number one reason to be involved in events, right?
To deliver a successful event another factor must sit beside marketing objectives. This factor is the golden rule of communications – acknowledge your audience. Audiences have different priorities to brands in what they want from an event.
Delegates want to be entertained, discover something new, feel welcome in a unique environment and be involved with what is going on around them. Marketing objectives for events often differ to this.
When organisations invest significant resources into events, it is done with the intention of getting strong messages out about their brand and services. However, it is important we remember why events are conducted – and that is to fully engage an audience. When organisations create the balance – between delivering an experience the audience wants and enhancing a brand – the results are outstanding.
This was exemplified by Samsung and their presence at the Olympic Green in Beijing this year. Rather than house their marketing activities in an ‘off the shelf’ box-shaped building, Samsung decided to open up the design and create a welcoming and inclusive experience for visitors.
Samsung connected the visiting audience to their brand by bringing the Olympic Spirit to life, having fun and celebrating the games. As a result, the Samsung pavilion received a mountain of positive press and feedback.
Alistair Wilson is director of Imagination, Hong Kong
www.imagination.com