Thursday, November 9, 2017

How to Stage an Event to Showcase Your Brand

I am about to launch my new book – IMPRESSario – and am busily planning a number of events where I will speak, showcase the book and my personal brand. A colleague of mine is about to hold a series of interviews with guests to launch a new arm of her business. Yet another is staging an educational seminar with a guest speaker at their venue’s new meeting room. So what’s this got to do with you? 

Well these “special events” come under the umbrella of public relations and are a great way to promote your brand whether your own personal brand or that of your business. Many oganisations hold events of all kinds, such as conferences, being part of trade shows, educational seminars and networking functions. Making the events and meeting industry big business and worth millions of dollars to the Australian economy. Businesses whether large or small, value the impact of a well-planned and staged event on their clients, customers and in turn their own brand. 

If it’s done well you may gain media coverage, raise the profile of your brand and increase awareness of your products or services. If nothing else it is a great way to get clients, prospects and influencers together to help spread the word about you and your business. 

The Beginning

Paying attention to every detail creates a professional image for your business. Begin with the basics by developing your message and branding, choosing the venue or site, date, start and finish times. Organise the legalities – check council permits, contracts, letters of agreement and insurance – if it is something as large as a community event. Set budgets, organise sponsors, suppliers and venue facilities. 

Entrances and Exits 

Give detailed instructions to your guests on how to get there – public transport options and parking stations. Be aware of emergency exits, disabled access, location for unloading of equipment and equipment storage areas, ticketing, queuing, registration and name tags and event site map.

At the Event

Staging – design and decoration. Power, audiovisual, lighting, video or PowerPoint presentation, speakers or entertainers needs. Marquees, tents or stalls, toilets, waste bins and water. Administration, information and lost children area; ambulance or first aid, security, crowd control. Have a contingency plan for wet weather and a crisis management plan. Include a manual and run sheets for all personnel. Event tool kit – consider things like blue tac for posters, blank name tags, first aid kit, torch and gaffa tape.


Book speakers, models/entertainment and accommodation. Organise food and catering, kitchen and bar facilities, hospitality, dressing rooms, hair and make up, media area, alcohol and beverages and any licenses needed. Sort money collection and float; table settings or seating arrangements; merchandise and souvenirs; signage including t-shirts or uniforms.

Communication and Promotion

Contact the media for publicity. Organise media releases, photographic images for press usage on television, online and in print. Have a photographer and/or video producer at your event. Letterhead and invitations printed, newsletters and emails issued or mailbox drops. Flyers, posters and programs with telephone numbers and website addresses. Contact numbers in your event manual of organisers, staff and entertainers. Send letters/emails to confirm details. Walkie-talkies for instant communication or mobile phones. Have research and evaluation strategies in place.

The End

Pack up equipment and organise staff to “bump out”. Have a clean up plan in place. Arrange collection of equipment. Analyse research and assess budgets. Have a debrief to know what worked and what didn’t for next time. Send thank you notes.

An event can create “buzz” and goodwill for your personal brand, business, product or service and perhaps result in extra sales and profits. It is one way to “hook” people. Learn more with my free video series: NOOK, LOOK, HOOK, 3 Steps to Build a Stand Out Personal Brand.

Sue Currie is a speaker, author, consultant and educator recognised as an authority on personal branding to boost image, profile, brand and business. Through her workshops, professional development programs and brand consulting, Sue helps businesses and entrepreneurs position and present an impactful professional brand.

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