Journey In. Destination Out.
It’s not about where you going,
it’s how you getting there.
Invite people to talk.
At the question of “Are runway shows still worth the cost?”, the answer is still yes. It does’t create only buzz and chatter for all social media feed, but create people talking. And with conversations comes memory.
3 Takeaways from backstage for all event management
Have a contingency plan. As you never want the first line to be empty, have a backup plan in case some VIP do not show up.
Create excitement the night before. Everyone is wired and tired by D-Day.
Bring always needle and thread (i.e. your industry emergency kit)
Shop in shop at a Common Grounds, café in Hong Kong, for Acorn Studio.
Creating close encounters.
Shop in shops or shop in cafés or shop in department stores?
When it comes to deciding how to use your marketing budget, events have always been the most costly. Yet they are still one of the most relevant tools to boost your business and get chatty face to face with your clients.
FIND YOUR DIE HARD FANS.
Digital back end data on Shopify for example might give you a fast and give general insight on what is going on: how many people came into your website, what’s the clickthrough rate, who are the referrals. Unfortunately, there’s still a lot of key datas that are unmeasured, especially when the data is been sorted out via “Multiple Choices”. As there’s a lot of customers, lots of loud noises. It’s important therefore to observe the audience, what were they caught by before making the choice? Was it, for example, a very cold day the day of purchase that skewed the data? Which out of the customers of your data sample are your ambassadors.
That’s why on the ground events are just as important before the internet era and there’s nothing better keeping all variables the same but choosing difference location that lure different audience.
3 Takeaways for offshore events management
Have a local fixer. Will save time, choosing the right location, assist you in the marketing efforts. Fixers, employed in general for documentaries filming, is the go to person for last minute emergencies, for scouting the last prop that you forgot.
Cultivate the niche rather than the lukewarm leads. Off-shore events’ price might become expensive fast, it’s best to design your visual installation, your activities on just a few. The campaigns targeting them will naturally bleed into a broader audience.
Speak their language.
