Chapt 13 - Events and Promotions

meetings and events
these are vital public relations tools; one of the best things about these is that they provide an opportunity for an audience to gather face to face, in real time. although we live in an era of digital communication, there is still a basic human need to convene, socialize, and participate in group activities. marketing and pr professionals can foster brand awareness and loyalty with these kinds of events.
group meetings
a type of meeting in which many factors need to be taken into account before the event, such as location, invitations, getting started, speakers, and meals.
this must be the right size for the expected audience. if too large, the audience will feel that the meeting has failed to draw the expected audience and if too small, the audience will be uncomfortable.
for clubs: announcement in the newsletter, a flyer, or an email
for external groups (people who are not required to attend but whose presence is desired): must be sent in the mail or via email.
-should include the time, day, date, place, purpose, highlights of the program, and a way for the person to accept or decline the invitation.
fairly large and formal functions. they may be held to honor an individual, raise money for a charitable organization, or celebrate an event such as an organization;s anniversary. can have 100 or 1000 people takes a great deal of planning and the budget needs close attention.
rates for speakers
speakers include...
"bread and butter" business type talks: $3000-$10000
minor entertainment celebrities: $15,000
well known politicians: $50,000
cocktail parties
an event that can precede a club's luncheon or dinner. it can also be part of a reception. the goal with this type of event is to encourage people to relax and socialize, but it is also a cost effective way to celebrate an organization's or an individual's achievement, to introduce a new chief executive to the employees and the community, or to allow groups, such as college alumni, to get together.
an event that may last up to two hours, and the typical format is a large room where most people stand instead of sit. this arrangement facilitates social interaction and allows people to move freely around the room. food should be served in the form of appetizers, sandwiches, cheese trays, nuts, and chips.
open house
an event that is conducted to develop favorable public opinion about an organization. they are planned to show the facilities where the organization does its work. they are customarily one day affairs.
plant tour
an event that is conducted to show how a company does its work. for example, a factory might conduct this to show how it turns raw materials into finished products, or a hospital could show its emergency facilities and equipment.
trade show
an event that is classified as the "ultimate marketing event". approximately 6000 are held annually in the US and they range in size from massive shows with more than 100,000 attendees to events geared toward very specialized industries that attract only several thousand people.
exhibit booth
the major expense at a trade show; the cost of a basic one starts at $50,000 and can skyrocket all the way to $1 million. most organizations believe that large investments are required for these because:
1. facilitates one on one communication with potential customers and helps generate sales leads and attracts journalists.
2. allows an exhibitor to demonstrate how its products differ from the competition.
press room
every trade show has this, where the various exhibitors distribute media kits and other information to journalists. these rooms typically have phone, fax, and internet facilities that enable reporters to file stories with their employers.
the percentage of journalists, according to Access Communications, that were assigned to a trade show that want to hear about the company and product news before the show even starts.
promotional events
an event that is planned to promote sales, increase organizational visibility, make friends, and raise money for a charitable cause. they also include the category of corporate event sponsorship. the one essential skill for organizing this event is creativity.
ex. if a television or film personality attends, they need to fit the particular product or situation.
corporate sponsorship
many corporations, in an attempt to cut through media clutter and establish brand identity, sponsor any number of events that are covered by the media.
ex. the olympics is one of the world's most prestigious ones.