Conferences, Product Launches and Award Ceremonies
All bespoke events use the same basic ingredients; what makes the difference is the quantities, or in corporate terms, the priorities. The priorities on conferences, launches and award ceremonies are content and production.
Each type of event, however, has its own core – delegate management and delivery on conferences, meetings and seminars; the brand experience at a launch, recognition at award ceremonies.
To deliver these events, the ever-graceful swan is swimming a logistical ocean. Imagine a roadshow, where every element has to fit not only the audience but the size of the venue, in what may be multiple locations in multiple countries. We are here to prevent you from feeling you are on the set of “Groundhog Day”.
Keep your audience fired up:
Conference
Death by Powerpoint? Only joking….If your MD’s monotone delivery at the annual sales conference sends you into a slumber on the back row, opt for a Q&A format. Think Jeremy Paxman (serious) or a quiz show format (light-hearted) such as “Have I Got News for You?”
Product Launch
Think laterally. What would the product look and feel like if it were an animal, a book, a food, a language? Your clients need to experience your product through all their senses and through all elements of the event.
Award Ceremonies
The presenter makes or breaks a ceremony so go for charisma over celebrity. Keep the awards (and the speeches) concise and consider awards between dinner courses rather than all in one.
Case Study – Product Launch (recruitment client)
Challenge
To drive promotion of the company’s recruitment credentials and to increase the number of prospect meetings
Solution
- Hold the first ever live launch for “The Blue Book” (the recruitment bible)
- Create synergy – blue book / blue venue, the London Aquarium
- Communicate the subliminal message that the book was “still not quite available” by sinking books into the shark tank – in order to receive the book, a face to face meeting would be arranged
- Fully market & exploit the PR value
Result
Attendance was over 40% higher than the previous year’s promotional event and new business for the host company immediately followed the face to face client meetings.
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