Home' micenet eMag : micenet AUSTRALIA October November 2014 Contents ALICIA BEACHLEY
ave you ever been to an event and felt like you have
been duped about the organiser’s intention, or walked
away wondering what they were trying to achieve?
The disconnect might well be in the messaging. It’s a critical
part of any event, setting the expectations for attendees as well
as being the avenue to effectively communicate your brand.
Like ads, events need to have recall; they need to be clear in
their messages and the take-outs so that they are memorable
long after the event has finished. I have talked before about
setting clear objectives for your events, and this also applies to
how you communicate. While there must be synergy with the
over-arching key brand messaging, the messaging for each
event can be purpose driven to meet the specific objectives of
that launch, conference, drinks function, etc.
It’s in the tone and the language used, it’s about clearly
defining what you want to say, how you are going to say it and
then making sure your message stands out amongst the crowd
(especially if you are part of a crowd at a trade show). How are
your messages going to resonate with your audience, what are
you wanting them to do/say/feel/remember? If you want
attendees to do something, is there a call to action? If you want
them to remember you, have you done something to be
memorable, even in a small way?
Looking at trade shows in more depth, you have a few
microseconds to capture the audience’s attention, to make them
stop at your stand and not just dip their head and walk past.
While many of you are experts in the event space, it can often
be worthwhile to go back to basics so that nothing is missed.
With this in mind, what are the things that make potential buyers
stop for more than that microsecond glance?
Areas to think about are:
• Is your stand appealing and does it clearly communicate your
• Think about what you are saying (or not saying) through your
collateral and on stand messages.
• Are you hidden behind a desk on the stand or standing out
the front looking like you want to be there?
• Do you have engaging staff on the stand that are
knowledgeable and can answer customer queries?
• Are you offering something of interest? Is there an avenue to
• What have you done prior to the event to drive people to your
• Can you involve a relevant guest/guest speaker?
• Can you give something away? Perhaps organise a coffee
cart or similar.
• What are you planning to do post event to communicate with
• Have you planned time to follow up leads?
Events and trade shows can be expensive to conduct and
attend. If you are going to make the investment it’s vital to think
about how you want to communicate to your audience and how
that translates to your messaging. If you don’t do that from the
outset, your investment will not be maximised and it can mean
well-earned money goes down the drain.
When you are planning your event or attendance, think about
what has worked for you in the past (and what hasn’t). Plan to
change what has not! If you are new to events, think about the
sort of events you have been to in the past where you have
thought ‘wow, that was amazing’, or clever, or interesting.
Communication and messages can differentiate you from the
crowded space of events. They can also drive the right audience
to your events and create an opportunity to interact positively
with potential prospects/clients. Be sure to plan your
communication and your messages just as you do your event
stand and people, and set measurable communication
objectives from the start.
Have a clear strategy for pre, during and post event and make
your messaging memorable. That way there will be no
confusion, attendees will feel inspired and they will be far more
likely to engage with your brand. m
Alicia Beachley is CEO of April5. She can be contacted via email - Alicia@
So what was that all about? In events it’s imperative to have clear
cut goals, says Alicia Beachley.
Links Archive micenet AUSTRALIA December 2014 January 2015 micenet AUSTRALIA August September 2014 Navigation Previous Page Next Page