So your event is a favorite for the industry or has been in existence for years. “Everybody knows us,” organizers may brag. Are these reasons to slack off on your reputation management? Should new professionals and non-participant enterprises not read, see or hear about your event? Should those individuals or enterprises that have participated from the beginning just keep coming or should they feel more empowered by your marketing your event(s) aggressively because they saw you on TV or read about you in a trade publication?
Even events as large as the ‘Largest block party on Earth,’ require and can benefit from some earned and paid media exposure,” said JM de Jesús, President of Quadrant Two PR LLC (Q2PR). Q2PR a national PR agency with the longest track record in its field as compared to any Global Holding Company agency or Top 25 Hispanic market agency with a PR department.
“Participants and organizers alike want to let influential current and future event sponsors know that there are earned and paid media opportunities to be had for participating-and standing out-in the crowd of other sponsors and participants involved,” added de Jesús. “Everyone in most every industry wants to ‘shine’ and ‘stand out’ from the competition, events are no different to organizers in the know.”
What separates your event from the others out there? Is it a standard event, or is it an event for industry leaders and leading marketers? Is it general public or trade specialized?
A few good clips and video segments will help the sales team sell sponsorships faster and to more sponsors than the previous year, other elements being constant and at acceptable, participatory and operational levels.
It is counterintuitive to get speakers at the top and cutting edge of their respective field and then not make sure that you tout your event as making them available to all those they would normally pull-in to your event or conference. Even if you pull their sponsorship and staff participation fees for the following year, a good press campaign and the subsequent clippings from it, can me worth millions in future sales.
“Think about it. It is always better for your sponsors to see you in relevant publications and the general media, and therefore share in the ‘cache’ of that coverage even if it does not mention them directly. These are clippings that everyone can show to their superiors to get “buy in” and justify the expenses. Events present an amazing opportunity for sponsors and their brands to display new features and models. What would be the sense of showcasing your latest automobile model at the Auto Show in any major city without having the press cover your unveiling and have their audiences drool over the new design and electronic features?
In the world of ever-disruptive technology and events, gaming and professional conferences, one should seize the opportunity that robust participation and organic exposure provide for press coverage and ads. “Who knows,” de Jesus concluded, “next year your event may be better and bigger or simply go away. Even if you are an events giant, you may opt to strengthen your brand with the credibility of a solid, integrated publicity campaign to support your event’s popularity and industry acceptance.”
