Hosting a live event gives your brand and company the opportunity to stick out from your competitors. This way you can get a deeper and more meaningful brand-building impact on your consumers that is more effective than indirect and media-centered marketing efforts.
Yet, with numerous groundbreaking events happening all over the world, businesses and events professionals need to maximize their efforts to guarantee that the event they phase will be engaging for their target audience and deliver their goal objectives.
The live event industry is booming, so much so that the US Bureau of Labor Statistics forecasts that the event industry will increase by 44% from 2010 to 2020, exceeding most growth forecasts for other industries. Even so, there continues to be a lot at stake when arranging a live event. They are very expensive to wear and necessitate a substantial amount of planning – even if they only last a weekend.
Here are the tried and tested best practices for staging a successful live event.
Regardless of what size, or kind of event, the top event businesses know that you need to always strive for great audio; otherwise, you will lose the attention and interest of your audience.
More often than not, microphones will be part of the installation, so plan to test each and each of them early enough that your music engineers have the time to manage any problems that might arise, paying particular attention to radio frequency hindrance.
Additionally, get in the habit of using new batteries for wireless microphones for each and every event. If you’re using a webcast audio feed, make sure it is clean and audible.
If your event is going to include remote presenters, schedule a test around with all them, as most won’t be using a high-tech set up and, instead will use a simple headset microphone or even a telephone connection.
In the last few years, live video has proven itself to be the dominant form of marketing, and when used correctly at events, increases audience engagement. Live video at events offers brands and businesses the opportunity to tap into this engaging tool, bringing you and your customers together.
Just like in a TED Chat movie, plan to have multiple camera angles to create a cinematic experience. Capturing raw moments and unique viewpoints helps everyone feel closer to the action.
The power of video is raised by the fact that you can stream your events to audiences around the world, expanding the live audience and furthering the results of the event you are staging. Filming any speakers, panels, or performers can later be turned into content (such as webinars) to promote your next event.
Along with the power of audio, visuals add an extra component to the story you’re telling. The level and intricacy of these visuals will vary based on your brand’s aesthetics and the character of the event; however, in most cases, some kind of artwork should be used.
Motion backgrounds are a fantastic way of adding an extra dimension, as the subtle movement gently enhances everything else that’s happening on stage. For a more intense visual experience, LED lighting leasing is the way to go.
Another idea is to integrate your brand or business’s logo into the appearance of the event. Overall, you would like the space your event occupies to become an immersive atmosphere.
When selling tickets to your event, you may encounter ticket or credit card processing fees. Depending on the company, these can vary from 2.5-3.5% and may have an additional flat per-ticket fee.
Be certain that you are building these additional charges into the price, rather than adding them on in the end. Psychologically, customers would rather see a slightly higher ticket price than have a load of additional fees added in the end.
Selecting a location and place for your event is a question which may require a good deal of brainstorming. First, take under account the niche your event falls under and what (if any) characteristics your venue should have for that niche.
Once you have chosen a venue, do not solely focus on the positives, but also consider its limitations. Ask about power capabilities, if certain things will set off the smoke alarms, the weight capacity of the ceiling, etc. – go over all the tiny things that could potentially turn into big issues.
In the days and weeks leading up to the event, make sure the core team members know their way around the venue.
Wherever you decide to host your event, ensure that there are loads of charging stations. You want everybody to be tweeting your event #hashtag all day long!
When dealing with product and service suppliers, the most important tip of all is to employ the ideal attitude. You want to make certain that the people you’re going to be working with would be the creme de la creme of the business.
Organizing and hosting those events can become slightly messy and intensely stressful, which can only be made worse if the people that are responsible for your audio, lighting, stage and rigging have not been listening and can’t remember what to do.
Don’t forget to make sure that you are rewarding your crew with good food!
Following your live event has wrapped up, be sure you ask attendees to offer you post-conference feedback. This is the trick to ensuring that the next event runs more smoothly and is more striking than the last one. If you don’t ask, then you may never know that the chairs were uncomfortable, that too many panels overlapped, or that the coffee machine was never complete.
Pro Tip: As you’ll likely have to sleep for three days once the event is over, prep your post-event mails and surveys before the event even begins. Check that all the links are working and leave space for pictures which you can add from the event before you hit send.
By hosting a successful and engaging live event, potential customers can start to develop a relationship with you, increasing the chances of them buying from you in the future.