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Adapting your event in relation to its purpose will help achieve your goals and improve your brand image.
The organization of events is a communication tool that allows you to optimize profits and sales, attract or retain customers, present or advertise a product, service or company, create a better brand experience and generate cohesion between groups.
In order to select the adequate event, they should be classified according to various variables such as: expected objectives, financing, target demand and duration. In this way, it is possible to differentiate between assemblies, congresses, fairs and exhibitions, courses, seminars, conventions and symposia, among others.
Another very important aspect will be to determine the message that you want to convey and to which target audience it is directed. Once it has been determined, it will be time to choose the type of event that best suits our needs.
Criteria for selecting an event
The events are differentiated and can be classified according to different variables such as: type of objectives to be achieved, event organizers, participant requirements, duration and financing.
- Organizer: It can be public when the proposal comes from the government (ministry, secretariat, embassy, etc.) or private when it is a company, institution (university, civil organization, institute, etc.), individual or a group .
- Objectives: It is the purpose that guides the tasks to be carried out and gives the event its reason to exist. Some types of objectives can be: training, advertising, social action, business, celebration, scientific dissemination, entertainment, commemoration, motivation, political, etc.
- Access: The events can be paid or free. On some occasions there may be a list of special guests who do not pay the entrance fee as they support the event through their brand image associated with the event.
- Character: They can be public, open to all who wish to participate, or private, with entry through an invitation.
- Public: In this case we can find two types: external or internal. The external public such as: suppliers, distributors, clients, press, government, community, competitors, unions, entities, etc. The internal are members that make up the organization that organizes the event, such as its employees or partners.
- Economic scope: Events can pursue economic, charitable objectives such as raising funds for a CSR program or institutional, such as a corporate family day or an employee motivation meeting.
Here are some of the main types of events that you can hold to boost your business:
Congresses are meetings that are held periodically (annually, every two years ...) in which people belonging to the same body, the same profession or with a common interest in a specific topic participate. The reasons that lead to organizing a congress should be: to transfer information, generally current in the sector, and to make sure that the information reaches the same time and to the group of people to whom it corresponds to receive it. It can also pursue the objective of facilitating discussion and participation of the employees of a company. The duration of a congress varies between two and five days.
The seminars are didactic meetings in which a group of experts impart knowledge to the participants through instructive talks to improve and expand their training. The average duration of the seminars is two days and the groups that participate in them are small (a maximum of fifty people).
Conventions are company meetings whose objective is to study the progress, objectives, results, etc. At the same time, it has an integrating character, since it is intended to motivate and unite the work-team in order to achieve the objectives jointly.
Conferences are acts whose main characteristic is the public appearance of one or more personalities to deliver a speech on a specific topic and with a particular interest for the society in general or for a group of people in a specific sector. The conferences administer different formats and, on occasions, the press is summoned to publicize the event.
They consist of meetings on a specific topic that is interesting to develop among all attendees. They can last up to a week. Attendees actively participate, because they do not receive the information already prepared, but instead seek it on their own in a collaborative environment.
Fairs and exhibitions are wide-ranging events in which companies in a certain sector exhibit their products in a specific time and space so that visitors can learn about their products or services. Companies place their stands, which become marketing tools, to boost their business and present their news to an audience interested in their products. Fairs and exhibitions attract a lot of people and represent an important source of income for exhibitors, organizers and the city in which they are held.
A new product, a new company or a new organization is presented to the media and attendees in a launch, which will be launched on the market. For a product to be successful, research, planning, and a skilled and knowledgeable marketing team are necessary. The new product must meet the needs of the consumer in terms of quality, price and function. A product that does not convey new emotions, new values, new advantages and is not capable of generating an impact on the consumer, will not be a successful product launch.
The inaugurations have become an ideal instrument to show the achievements, the new facilities or the buildings of the company. The objective is that the public knows what is going to be inaugurated and what it means, both for the organization and for the consumers, clients, staff, etc. Therefore, the presence of the media and dissemination on social networks is essential.
The workshops are interactive activities between those who teach the subject and those who participate in it. The usual duration is a maximum of four hours and can be part of another type of larger event. They can be organized to train company employees or to introduce new products or services to customers.
Includes musical, sporting, cultural, gastronomic events. The objective is to enhance the playful aspect of the event thanks to fun aspects, and to strengthen and consolidate the links between workers, with customers, suppliers or the general public.
Regardless of the chosen event, to achieve the expected success it must be approached in terms of creation, generation and connection, so that the brand concept can be effectively linked with the public.
Currently, the new trends in event organization revolve around the creation of multidisciplinary events, integrating experience, entertainment, technology and reach.
Each event is unique and unrepeatable, take advantage of it to create extraordinary experiences.
DanielaSánchezSilva©
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