Lateral Events
Category: Latest News
Coping with event management stress
Coping with stress when you’re in the events business is, as Lynne Schinella says, is up to the individual. The blood is pounding through your veins and your heart is pumping at two or three times the normal speed, sending food and oxygen to your muscles, lungs and brain. Your pupils dilate, allowing more light…
Brainstorming extraordinary events (part two)
As we discussed last week, effective brainstorming is crucial to creating an extraordinary event. The brainstorm session needs to follow a basic agenda but the conversation needs to flow fairly freely so long as everyone sticks to the subject and has their feet on the ground and their brains engaged. In order to keep your…
Brainstorming extraordinary events (part one)
Bring together a small group of outgoing, well experienced people to brainstorm the event concepts. If you work for a corporation, consider inviting people for their ability to bring experience, fresh perspectives and personal creativeness rather than just inviting representatives of each department. People sent to represent departments at brainstorming sessions can often be the…
Creating an extraordinary event
Events are all about feelings, experiences and emotions. Creating events that focus on providing positive stimulus and greater than expected experiences is at the core of great event management. Perhaps your favourite player lost 6-2, 6-0 at the Australian Open, but if you had personally met Roger Federer during the event you’ll take home a…
Consider your event strategy
Companies of all sizes need to enhance and nurture relationships with existing and future customers. Building those relationships is not rocket science – it is as simple as realising that all customers thrive on personal recognition and appreciation. However, people are getting harder to reach. They are putting up walls around themselves and it is…
Selling your events program internally
If setting up a series of events as a relationship marketing exercise is new to your organisation, you should expect to face opposition from many fronts. The Advertising Agency will tell you money is better spent in ads (could it be their commissions you are stepping on?), the finance people will talk darkly about ‘jollies’…
Think outside a corporate box
How many times do we treat our most valued clients or prospects to tepid samosas on a plastic plate balanced precariously on their knees while passing characterless wine along the line in stadium boxes? Why do we do this? Entertaining clients with hospitality at major sporting events is an age-old practise, but marketers have only…
Events – Moving Centre Stage as a Strategic Tool
As the captains of industry pore over endless market intelligence in the process of seeking the optimum strategic direction for their companies, there is one discipline that is fast becoming a core strategic tool in this process, the closest thing yet to having your own crystal ball. Relationship marketing through extraordinary events has moved right…
How to get the Best Guests
Lateral thinking is the main component to successful events. While corporate hospitality packages have their uses, they will not be special enough to attract the AAA guests. There is very little point in running events targeting your clients or prospect CEOs unless they attend, and they are not likely to attend unless you offer them…
Why Use Events as a Marketing Tool
Knowledge is power. Your existing clients and prospects possess the knowledge that can lead to increased revenue, retention and valuable market intelligence. To gain this knowledge from your clients, a relationship must be established, maintained, and nurtured. Given that it costs five times more to secure a new client than to retain an existing one,…
Events Provide Two Way Communications
At a time when traditional advertising is becoming less and less effective, relationship marketing through events is evolving strongly. Developing a series of extraordinary events that attract participation from hard to reach target corporation senior executives or high net worth individuals for both conquest and retention is immensely valuable. Events provide an opportunity to get…