We spent the last few articles talking about the basic tools of a marketing PR campaign, including “branding,” creating a visual image, and developing printed materials: business cards, brochures, newsletters, postcards, and Internet sites. This month, we’ll look at another powerful tool to market your company or organization – special events.

In the past, everyone organized – and attended – a variety of events. These ranged from fundraising events to media events, open houses, speakers’ series, and information sessions. Although the events were expensive to organize, most people did not evaluate the success of the events in terms of specific business goals. They were more concerned about people “having a good time.” Times have changed. People are often too busy to attend special events, or the events are too expensive. Many organizations – after years of organizing the same annual fundraiser – are questioning whether a special event is really a necessary component in their marketing mix.

So how do you organize an event that will achieve results?

First, define the goals and objectives of your event. Are you trying to generate fundraising dollars, raise your profile, attract media attention, reward current clients, invite potential clients, celebrate a special occasion (such as an anniversary), or launch a new facility?

Next, identify the key target audiences for the event: current and past customers, suppliers, volunteers, politicians, media, potential clients, students, retail buyers, or the local community?

Then, define the most appropriate type of event for that market: a gala dinner, an educational seminar, a concert, a networking breakfast, a Silent Auction, a Golf Tournament, an awards ceremony, or an Open House.

What is the best time and location for your event: during the week, on the weekend, in the morning or in the evening? Should it be held at your facility, in a restaurant, or at a community centre?

Other things to consider: how easy is it for your key media to get to the location and park their cars? If your event is held on the weekend, will the media outlets be paying a reporter or cameraman overtime or double time to attend?

Next, prepare a realistic budget for your event. Many events go over budget, as organizers decide to do a “nicer” invitation, dinner, or decorations. Take into account all of your expenses, including advertising, when you create the budget.

Then, decide whether you have the available staff to organize the event or will you have to hire a special events organizer? If so, work their fees into your budget.

How will you publicize and advertise the event? Since editorial coverage of your event is never guaranteed, it is important to include some advertising dollars for one or more ads prior to the even - especially if you are trying to raise funds or pay a speaker.

Finally, how will you evaluate the event as a marketing tool? One way is develop a survey, which you can circulate at the event. Ask attendees how they heard about the event, in order to find out what marketing methods worked best. Also find out some demographic and geographic information from the survey. Finally, have a draw to encourage people to fill in the surveys. Then, add the names of contestants to your database.

You can also evaluate your event against the goals you set in the beginning: did you get new clients, raise funds, increase awareness, generate revenue or attract media attention and support for your organization or company?

Let’s take a look at some popular types of events and the ways to ensure their success.

Client-Driven Events

I have noticed, over the past few years, that more and more people are organizing events for their current customers (as opposed to always looking for new ones). These range from celebrating a new space or business anniversary to taking clients out to dinner or on a retreat. The concept of “customers for life” seems to be the marketing mantra now and successful companies spend their time and money thanking, educating, and enriching their relationships with current customers. One of my clients, a real estate agent, counts among her clients three generations of one family. She just sold her oldest clients a beautiful condo, the middle group a larger house, and the youngest in the family her first condo. By enriching her relationships with all three generations, she ensures a steady business from them.

Another popular trend is organizing educational sessions for your current clients. You can be the speaker or you can bring in other speakers. Financial planners, marketing gurus and event planners often organize these evening or breakfast events as “added-value” for their current clients.

Media-Driven Events

Twenty years ago, public relations firms (and hotels) were very busy organizing media conferences to attract media and generate coverage. They spent a lot of money arranging speakers, food, and venues. Over the years, media attended these events and found that, quite often, there was no “news” that they could not get from a good media kit. Today, media outlets have less staff, less time, and more competition – and many reporters, cameramen, and photographers no longer show up at media events. Instead, they ask the organization or company to send a media release and kit.

Instead of organizing media-only events, many companies now inviting the media to a “media preview” one hour before their special event starts. They provide one or two speakers, some food, and a question and answer session. Then, media have the option of staying on at the event or leaving.

Sponsors And Special Events

When you are offering sponsorship opportunities, make sure you can deliver to your sponsors what you promise them. Sit down with potential sponsors and outline what you can offer them for their sponsorship dollars.

Most organizations and companies, in their rush to get sponsorship dollars, promise media coverage to sponsors. Then, they scramble to get it and learn that the media might want to cover the event and the organization, but not the sponsor.

There are some things that you can promise a sponsor: highlighting them in all of your publicity materials for the event, such as including their information in your media kit, providing them with a presence in your on-site media room, including their logo on all of your materials, on-site signage, a chance to speak at your event, and giving them prominence in your post-event ad.

Media Sponsors

Before you approach a newspaper, magazine, radio or television station to become the media sponsor for your special event, do your research.

Know who their target markets are and make sure it coincides with the people you will reach with your special event.

Be clear about you can offer them – on-site signage, logo and name in all promotional materials, inclusion in media kit (releases as well as sponsor sheet in kit), acknowledgement at event, the chance to be a speaker at the event, booth at event, etc.

Finally, decide what you want from the media sponsor, such as pre-event interviews, articles, on-site coverage of the event, and prizes.

Fundraising Events

Companies and organizations often rely on publicity for their fundraising to generate ticket sales and attendance. More and more, non-profits are competing with other events, both for profit and non-profit, for media attention.

It is important to try to get Calendar Listings and articles about your event in key media outlets. However, also consider taking out an ad in your community or city newspaper one week before the event. That way, you ensure that the people you are trying to reach know about your event and the information is complete.

Media-Friendly Events

The less commercial your event, the more “media-friendly” it is. For example, when a cosmetic company launches a new lipstick, editorial media often do no see it as “newsworthy”. But when a cosmetic company sponsors a run for breast cancer, the media will promote it. Media outlets look for opportunities to support non-profit events, educational events (such as seminars and workshops), multi-cultural events, open houses, exhibits and displays, and events that feature celebrities or high-profile personalities. In the end, they look for events that they feel are important to their target markets.