Event Planning Chapter
Main Topics
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The main objectives are to create awareness about a company, research
results, or a charitable/advocacy cause (with a resultant rise in sales,
investment or donations). These objectives can (and often should) be
a strong component of any of the above events,
as there is frequently a logical tie-in. Many conferences
and galas first have a media launch. Objectives include:
- Achieving favourable print and traditional electronic
coverage for a product or cause
- Creating buzz for a conference
or convention
- Attracting Web 2.0 attention (blogging, podcasts, Youtube, Facebook
etc.)
- Highlighting a positive aspect of a company that is not well known
- Damage control through the use of a crisis plan in case of product
recall, tampering, contamination, etc.
A solo media event
can be a challenge unless it has a very large budget and some exciting
entertainment or
swag on hand. Booking a room, ordering some canapés, and mailing
out a press kit doesn’t usually have the hoped for results. If,
on the other hand, the event
is designed to launch a new spa
and the invitees are beauty
and travel editors
arriving for an afternoon of pampering, it will probably get some attention.
If the choice has been made to launch a new product at a spa
or in some value-added venue, make sure that it somehow ties in with
the product, or there is a risk of the restaurant/hotel/spa
getting the rave review with no mention of the actual reason for the
event.
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Event Planning 101
Chapter 6: Accommodations
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